Houston—All systems were go for Carpet One as the industry’s largest buying group launched its biannual barrage of new products and programs with several hundreds of its members in attendance here at the brand new Hilton Americas Hotel from Feb. 19 to 21. With “One Vision. One Choice.” as its theme, Carpet One wanted to let franchisees know they should market themselves as the onestop shop for all types of flooring.

In keeping with that focus, the group announced the refinement of its SelectAFloor program for ceramic tile. While introduced at the organization’s summer show, ( FCNews, Sept. 1/8), the group listened to its members and refined the system to offer an even more regional focus. Mills providing product for the system include Crossville, Daltile, Mohawk, Mannington, and Shaw. “We continuously and relentlessly look at and analyze the facts of our ever-changing industry and how Carpet One is positioned to maintain our role as a flooring leader and to continue to increase your market share,” Alan Greenberg, co-CEO, told the members.

Programs designed to add more offerings to Carpet One’s rug, broadloom and hard surface selections were announced, as well as an innovative computer program that will be unveiled in the near future. Destination Carpet One, a new store layout was also introduced. New marketing and advertising initiatives also debuted, as well as new vendors such as Laufen and Prestige and the new Flex Floor product from Balta. Other initiatives include a sales incentive program for sales professionals called the Triple Crown Challenge; participation in “Let’s Make A Difference Day,” was announced, in which school libraries and media centers across North America will receive complimentary makeovers courtesy of their local Carpet One store.

In addition, a fundraising campaign, “Carpet One Welcomes Your Support,” will take place in October during National Breast Cancer Awareness Month. Carpet One’s more than 1,000 retail stores throughout North America will be selling specially designed welcome mats, with proceeds being donated to local breast cancer charities. Another one of the new initiatives announced includes a builder deal called the New Home Show-case program. Designed to meet the flooring needs of the residential construction market, the program brings an “unprecedented level of customer support and comprehensive warranties to home builders nationwide,” said Howard Brodsky, Co-CEO.

The Carpet One Home Showcase program offers home builders an extensive selection of high quality hard and soft surface flooring options for new home construction. Each product is backed by a Carpet One SelectAFloor warranty, developed specifically for the builder market to suit the requirements of the builder. “Our new Home Showcase program provides members with a great opportunity to build their businesses by targeting the needs of the growing new home construction industry,’ said Charlie Dilks, Carpet One’s co-COO. Carpet One members will have an opportunity to select the products best suited to their particular market. The comprehensive assortment will be showcased in displays suited to the builder/model home industry. All flooring options will have a one-year price guarantee as well as an assortment of “quick-ship” products to choose from.

Not all was about new and improved products and programs at the convention, however, as Carpet One discussed the price hikes affecting the industry. “By now you’ve heard the price of fiber is going up,” said Sandy Mishkin, president of CCA Global Partners, Carpet One’s parent company. He added that a second round of increases, from 6% to 8%, will take effect in March. “I can tell you the manufacturers are extremely firm on this. They will negotiate on individual items, but, generally speaking, they are very firm on this increase. For the roll-stocking dealers, you are not going to see prices this cheap for a couple of years.”

He also noted, due to purchase volumes not being met on its Liz Claiborne ceramic program, Carpet One and Armstrong have mutually agreed to give up the right to sole distribution of the Armstrong ceramic line. “Let me be clear,” Mishkin told members, “we did not give up our exclusive rights to the Liz Claiborne brand. Its products will still be available as they are today, however, we are allowing Armstrong to sell its ceramic line under its brand through distribution to other specialty stores. Our agreement prohibits Armstrong distributors from selling big boxes, home centers or any other buying group.” Despite the news of price hikes, members were generally pleased with what they were offered at the event. “It’s been a wonderful show. I really liked some of the new laminate lines introduced by Mannington,” said John Fike of Fike Bros.

Carpet One in Yeagertown, Pa. Concerning any impending price increases, like many of the members, Fike echoed, “What we are going to have to do is go with the punches, and do what we have to in order to be competitive against everybody else. Everybody else is going to get the same price increases. I think we’ll do fine.” “We’ve been buying a lot of product at the show,” said Steven Joss of The Vertical Connection Carpet One in Columbia, Md., “especially wood. We’ve got many hardwood flooring displays as we are installing a lot of it. It’s been unbelievable with wood, as has laminate.” Regarding price increases, Joss stated, “I don’t have a problem with it. When prices go back down, mine don’t. Once they go up, they stay there. To me, it’s an advantage, not a disadvantage.”

“I have been doing this for 30 years,” said Roy Rock of Rock’s Carpet One in Amory, Miss. “With today’s consumer, salaries have changed. She perceives, and it is true, that prices project quality. So, she knows a quality product is going to costs more. She is not sticker-shocked like us oldtimers are. Sometime us retailers are our own worst enemy when it comes to pricing.” “We do a lot of roll buys here and so we take advantage of many of the specials,” said Ron Joers of Joers Floor Center Carpet One in Mishawaka, Ind., a member of Carpet One for 10 years. “In light of the price increase coming up I hit it pretty hard this time. If you are a stocking dealer like I am, you have to make sure to insulate yourself a little bit from the price increases because it’s tough to pass those hikes along to apartment complexes or home builders.”

“It’s been a very good show with many introductions to the Lees program,” said Julie Kerkochian Garleb of United Carpet One in Fresno, Calif. “The new builder program is wonderful. It’s a full system from beginning to end featuring good level upgrades, good hard surface products. It’s very easy for us to show to our builders. “With hard surfaces being our highest growth area and one of our concern areas,” she added, “Carpet One has done really well with what it’s brought us. Good price points, good warranties, good, well-rounded selection. Being from California, many of the national programs have not fit our niche. This time, most of them have been great.”