Prestige - Sunset

By Sarah Zimmerman
When luxury vinyl tile (LVT) manufacturer Metroflor launched “the first floating LVT to be marketed in this country” last fall ( FCNews, Jan. 15/22), new ground was laid in the resilient category and retailers and distributors alike were more than happy to take a stroll on it. Konecto, which utilizes a patented locking system requiring no adhesive on the floor, hit the market running, and its momentum has continued in its first year.

“The demand has been very strong since the launch,” said Michael Raskin, president of Metroflor, who reported the company’s distribution network has placed over 6,000 displays so far and plans to add another 2,000 in ’08. “Our distributors have had to increase their inventory to keep up with the order rate for Konecto.”

Raskin attributes Konecto’s success to the fact that the product solves the number one concern among retailers—ease of installation. “The product is not glued to the floor, it’s easy to cut, involves no mess, it’s waterproof and it’s flexible.”

Konecto is sold in a Good/Better/Best format featuring Country Plank as the entry-level product, which offers traditional looks and a 6 mil wearlayer and comes in six plank patterns. Sierra Plank is the trade-up with a 12 mil wearlayer and 14 styles. And, Prestige Plank is the high-end version, also featuring a 12 mil wearlayer but in 10 styles. Raskin said, however, to expect a tile launch of 30 SKUs next year as well as the addition of a commercial line. “The commercial demand has been very strong, and they are willing to pay a little more than a low-grade vinyl.”

Metroflor maintains retailers, commercial accounts and builders are already making healthy margins and are confident in the product. Raskin said the demand has not let up even though there is caution in the marketplace.

FCNews checked in with some retailers making dents in the category to see what’s keeping Konecto afloat.

Retailers respond

Bob Hide of Fashion Floor Covering and Tile in Wilton, Conn., said he believes Konecto is a great product and is even thinking of putting it in his own home. “I’ve done about six to eight jobs with Konecto now, and it’s very good. It goes down easily, looks great and is not as noisy as [other floors].”

Hide has used Konecto strictly for residential jobs and says that Sierra is by far the most popular style. He noted many customers are using the product in basements because flooding doesn’t affect it and it’s ease of installation. “Konecto is different because you can put this vinyl below grade due to the fact there is no adhesive involved. People are taking advantage of this.”

Dan Nease, operations manager of JP Floors in Cincinnati, said Konecto came out of the gate a wonderful product. “When it goes down right, Konecto is absolutely gorgeous!” For this reason, Nease said he sells the product as a visual, though its floating attributes are definitely a plus. “The subfloor does not have to be pristine, which is a nice and welcomed change.”

Unlike Fashion Floor Covering and Tile, Nease has done 90% commercial work with the product. He said Prestige is the most popular.

Curt Bowler, owner of Carpets Plus in Missoula, Mont., has used Konecto both residentially and commercially and said he has not found a product like it yet. “Konecto allows us to go over things (floors and subfloors) that would otherwise require a lot of floor prep. This saves time and money due to the fact that no special subfloor is needed. It definitely stands out in the marketplace.”

He also reported the Prestige collection as the top seller in rustic and is excited to see the tile SKUs when they hit the market.

For more information on Konecto, call 866.687.6357.