Linwood, Pa.—Most dealers know the most profitable item in their store is carpet cushion. Still, the potential to increase the margins on padding is tremendous, especially when the product has a number of value-added features built into it. With that, GFI has introduced Performance, a technologically enhanced collection of cushions designed to take the segment beyond the commodity level. Terry Kall, president of GFI Foamex Carpet Cushion Group, said Performance is the umbrella name for a collection of underlayments that have been enhanced through the manufacturing process. “It’s a quality statement as the dealer has the ability to sell up, therefore making a better profit while helping the consumer to have a better floor covering system.”

GFI has grouped four types of cushions under the Performance brand—bonded polyurethane, sponge rubber, prime urethane and felt. Each category has a number of products within it to provide dealers with even more trade-up options. Kall noted, while these products are positioned as step-up items in order to sell consumers a higher priced cushion when they are purchasing carpet, “it is not just a sales and marketing proposal. This is truly a product that provides value added benefits to the consumer.” One of the main enhanced attributes is the incorporation of an anti-microbial agent, Ultra-Fresh, which prevents the growth of mold, mildew and odor-causing bacteria in the cushion. Developed by Thomson Research, Ultra-Fresh is registered by the Environmental Protection Agency. “At a time when American consumers are increasingly conscious of bacteria and molds,” Kall said, “GFI has developed a carpet cushion that actively inhibits the odors and stains and destructive actions of these organisms. “And,” he added, “because the anti-microbial function is built into the polymer structure of the material rather than sprayed on post-manufacture, it prevents destructive microbial growth throughout the entire carpet cushion. So, in addition to providing a luxurious feel underfoot, Performance helps keep the carpet looking newer longer and protecting the consumer’s investment.”

GFI is so confident Performance products offer the best in comfort and performance, the company is backing it with a unique Assurance warranty. Warranties differ with each level of product, but the top two provide a seven- year endorsement, provided the carpet is first quality and is still within its no mat, no crush warranty. If there is a failure, GFI will replace both the cushion and carpet. “This is not your typical underlayment,” Kall said. “We feel it offers the most durability of any cushion on the market today and, combined with Ultra-Fresh, gives consumers benefits unlike anything else available.” “We’re taking the approach that cushion is not a commodity,” said Art Herman, a consultant to GFI, “but a value added product. We want to unleash the dealer’s profit potential because padding is the most profitable item in a flooring store.” The approach is working as dealers who have taken on the Performance collection have reported nothing but positive results. Herman reported, “The response has been tremendous.

Dealers are more educated than ever and they understand the benefits of having a product that offers them the ability to sell up and make a greater profit. Yet, do so by still giving their customers a quality cushion that offers true advantages—from added comfort to hygiene.” Mike Langan, president of seven Carpetland USA stores in Iowa and Illinois, said reaction to Performance has been “amazing. Padding isn’t exactly the most glamorous of items, as the customer looks at it as a necessary thing to have. But, when we let them walk on Performance they are surprised at the comfort level—even our carpet reps are surprised at how comfortable these products are. “In my 25 years in business,” he continued, “there have been few times when a pad really makes you say ‘wow.’ This is one of those times.” Langan said while the comfort is the main attraction with consumers, having Ultra Fresh in the padding “is the icing on the cake. The feel sells it about 80% of the time. But, for the other 20% who are on the edge, we talk about Ultra Fresh to help make the sale.” Kall said GFI is committed to helping dealers attract and educate consumers about Performance by supporting them with a host of merchandising and selling aids, including an Ultra Fresh kit. “We spent more than a year developing this concept and have made a company wide commitment to support Performance in every aspect possible.” For more information, call GFI at 800/631-0845. —Matthew Spieler