Dallas—Exited about the prospect of increased sales, Carpet One members came in droves to attend this convention. This was evident from the nearly 2,000 people who converged here for the co-operative’s International Winter Convention held at the Wyndham Anatole Hotel Feb. 20 to 23. “There is business out there and someone is getting it,” said Howard Brodsky, co-chairman and co-CEO of CCA Global Partners, Carpet One’s parent company. “What we have done is position this group with such well known consumer brands, namely Liz Claiborne and, now Good Housekeeping, so they can continue to stay competitive in their markets.”

The Carpet One group has, “not let what’s happening in the rest of the world affect their businesses,” explained Jay Kopelson, director of corporate accounts for Mannington Mills. “They continue to focus on their establishments and grow. This is obvious by the group’s exceptional turn out and all the buying/ordering that is taking place—they’re buying like crazy.” “The atmosphere here is beaming with excitement and enthusiasm,” added Sandy Mishkin, president, CCA. “The challenging economy has not influenced our members. We have been able to continue to hold our own.” Despite the typical near freezing room temperatures during the general sessions the members were on fire as executives and various vendors presented what was in store for them. “Carpet One is the best, it keeps outdoing itself and keeps getting better,” said Cookie and Gary Killan of Carpet Master Carpet One in Champagne, Ill. “We took part in the day of education and, as always, it was very informative. Our business has been up the past year and we continue to grow. It has worked out extremely well for us. Carpet One has been a main factor in our continued growth.”

 Topping the list was the continued expansion of the Liz Claiborne Flooring collection. High-end broad-loom and a new assortment of area rugs have been added to the line which covers all flooring categories. Both handwoven and machine crafted area rugs are available in contemporary and traditional styles made from wool and synthetic fibers. Products are designed in conjunction with Liz Claiborne and produced by a variety of manufacturers. “We are proud to offer an ensemble of distinctive area rugs specially designed to complement Liz’ hardwood, laminate, ceramic vinyl and carpet products,” noted Dean Marcarelli, senior vice president of marketing for CCA and co-COO, Carpet One. “The Liz program is a no brainer,” said the Killans. “It is tailored to the consumer and she already knows the name, we believe it will sell itself. “The color selection of broadloom and ceramic is outstanding,” they continued. “We’re very impressed.”

Equally suited for the consumer’s contemporary or classic tastes is the Liz Claiborne Prestige Collection made from pure wool, sisal and other natural fibers as well as new ultra soft synthetics. It offers textures such as knitted cut-pile with the point of definition of a fine saxony, high and low loops, berbers and shags available in a full spectrum of colors. “This collection offers designs that are appropriate for discriminating consumers in every lifestyle,” explained Charlie Dilks, co-COO, Carpet One. “Our entire staff is excited to sell the Liz Claiborne collection,” said Tim Hepper, manager of Carpet One of Spokane, Spokane, Wash. “It’s so easy to sell because our customers already know the brand name from the Liz Claiborne line of clothing and apparel. “We are also enthusiastic about the expansion of the Selectafloor products,” he continued. “The displays are simple and easy to understand and that makes it better for everyone.”

Both Liz Claiborne area rugs and the Prestige Collection will have their own fixtures to go along with the existing Liz Claiborne Flooring displays. In addition to the Liz program Carpet One presented members with another elite offering to better position themselves in their markets. The Good Housekeeping branded flooring line—initially introduced in carpet and ceramic—will retail exclusively at Carpet One stores throughout North America and Canada beginning in May. Not only is this line, which will not be co-branded, a well-known and trusted brand among end-users it will also bear the Good Housekeeping Seal, a guaranteed limited two-year warranty. It joins the powerhouse line-up of exclusive brands already offered at Carpet One, including Liz Claiborne Flooring, Lees and Bigelow.

 “As one of the most trusted and recognized brand names the “Good Housekeeping” magazine reaches one in every two women in the U.S. each day,” Marcarelli pointed out. “Studies reveal its readers spent $1.8 billion on carpet and ceramic last year alone so, how could we go wrong?” “Good Housekeeping has been an American icon for more than 100 years,” noted Glen Ellen, vice president of Hearst brand development, the magazine’s publishing company. “We are pleased to partner with leaders like Carpet One. The flooring category enables Good Housekeeping to continue to reach our readers and other customers day after day.” “We are proud to have Good Housekeeping,” noted the Killans. “As a brand it is excellent plus it has consumer recognition and her confidence. Top that off with its two-year warranty—we won’t have to go through the mills—there’s no way we can lose.”

 “By having the Good House-keeping brand name we feel it will considerably increase our sales,” said Mark Omtvedt, store manager for Jacobi’s Carpet One in Kearny, Neb. “And, not only will we have the Good Housekeeping brand exclusively, we are immensely excited about being the only ones to offer Liz Claiborne Flooring. These are two names our customers know and trust.” The Good Housekeeping branded flooring line will also evolve into an integral part of the Selectafloor program, a simplified merchandising system which was introduced to members two years ago ( FCNews, March 5/12). Beyond the addition of Good Housekeeping’s carpet and ceramic lines, the Selectafloor selling system has added laminate to its program.

First introduced for carpet, Selectafloor expanded to hardwood last August and now has included laminate flooring as Carpet One’s continuing commitment to simplify the purchase of flooring and create better value to Carpet One customers. The laminate selection is divided into four classifications: design (color/hue); product features including pattern, shade variation, gloss level and edge profile; installation options, and warranty. Each laminate sample contains an icon system similar to the hardwood line. The icon features at-a-glance product information for simplicity. The cohesive selling system, when combined with the Selectafloor hardwood and carpet units, maximizes space on the sales floor and contains an informative planning guide. The guide allows the buyer to flip the bottom section the brochure to show various flooring options on one single room scene.

“This takes the guess work out of the purchasing decision and make it easier for the end user,” explained Dilks. “This has been a great convention,” said Piet Dossche, president and CEO of US Floors. “This has been our third convention and each year it gets better. The Carpet One members are a very professional, focused group, here to learn, see what is new and take advantage of the special offerings. And, from what we’ve seen, they have. “The common trend we see the industry heading toward is to keep things simple and,” he continued, “that’s exactly what we’ve done with our display rack. It takes up only a small amount of space yet still tells the story of the product.”

The members have expressed, “nothing but positive comments about our designs that are incorporated into the Selectafloor program,” noted Bill Dearing, Pergo’s director of specialty business. “They’re a very enthusiastic bunch and like what we have to offer.” Mike Lathrop, co-owner and partner of Benissimo said members have been very happy with the company’s line of granite slab component tile system. “Because the slabs are tiled, it makes it much easier to move and install. The demand has been so great our three factories have been working around the clock to make our delivery deadlines. Many of those who have ordered have re-ordered two, three times.” “I think the members like the idea of having a consistent look throughout their locations,” Wilsonart’s national marketing manager, Rob Tarver said of the Selectafloor display program. “We are excited to be part of it. We have a considerable amount of SKUs involved and it looks like they’ll be asking us to add even more.” “We have given the members the tools to stay ahead of the game,” concluded Alan Greenberg, founder, co-chairman and co-CEO of CCA. “And from what we have seen here, they are forging ahead and eager to get back home and start selling.”