Article Number : 5957 |
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| Date | 9/23/2010 10:48:57 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=5957 |
| Abstract | By Ken Ryan When they met at Surfaces in February, Dennis Mohn, president of Gentry Hardwood Floors, had an urgent message for Scott Wilhoit, his long-time friend from distributor Southern Tile of Virginia: “You need to take a look at... |
| Article | By Ken Ryan When they met at Surfaces in February, Dennis Mohn, president of Gentry Hardwood Floors, had an urgent message for Scott Wilhoit, his long-time friend from distributor Southern Tile of Virginia: “You need to take a look at this product.” Mohn was referring to Gentry Floors’ Eco Hybrid hardwood with its patented two-ply construction and use of reclaimed materials. Calling it a “bridge between solid and engineered,” Mohn said Eco Hybrid provides the look of solid with the dimensional stability of engineered. Distributors Southern Tile and CDC, the first two to sign with Gentry, seem to agree with that assessment. Southern Tile, with locations in Norfolk and Richmond, is carrying the 5-inch handscraped product. Wilhoit did not see the product at Surfaces but soon signed up. “I have known Dennis for a long time and trust his judgment when it comes to product performance,” he said. “I suspect Dennis probably has a lot of folks looking to test the waters with this product.” The Virginia market that Southern Tile serves is predominantly 21/4- and 31/4-inch solid. The 5-inch Eco Hybrid is out of the norm for Wilhoit’s customers, but he likes the fact this engineered product has the characteristics of solid. “If this product performs like we hope it will, it could take off in this market. It certainly has our attention.” CDC Distributors, with seven locations in Ohio, Indiana, Kentucky and Michigan, will carry the wire-brush product. Tony Roberto, COO, believes Eco Hybrid will open up new markets for CDC. “Most dealers and consumers are wanting wide-width floors but in the past have been afraid of them,” he said. “The price points and the way in which the product is made give us several advantages over current products on the market. I have been to the factory and seen the advantages of [Eco Hybrid].” Gentry is taking a managed growth strategy with distribution, according to Mohn. “We want to be able to service people in the markets we open up, and we are focusing on the key distributors in those markets. For us the sweet spot is in the 5-, 6-and 7-inch planks. We’re a good fit for that market.” Eco Hybrid comes in six domestic species and eight designer colors, as well as 3½-, 5-, 6- and 7-inch widths in random lengths from 2 feet to 7 feet. The floors are available in smooth, wire-brushed and handscraped styles and can be coated with either Gentry’s ceramic oxide or natural oil finishes. “It’s all pre-consumer recycled,” Mohn said. “It’s a neat product, a great story, a green story.” |