By Sarah Zimmerman
In a less-than-desirable economy, there remains a market that continues to have clout: the high-end arena. And, though all flooring categories offer a “best” product, the resilient side continues to hold a few extra cards in its deck enticing the still-shopping consumer to make a purchase.

Leading suppliers are taking notice—and market share—this year by betting big on vinyl, which often comes at a more desirable price point than its natural counterparts yet offers real-life looks and everyday durability. So, FCNews sat down with some of the resilient execs to learn more about the profitability opportunities afforded dealers who are utilizing the mills’ top-tier offerings in 2009.

Amtico

Back to Black, recent winner of the Architectural Record Product Reports Award, was recognized as one of the “most noteworthy building products of the year.” Catering to the high-fashion yet durable prerequisites of the high-end commercial arena, the line’s four patterns—Vamp, Desire, Envy and Poison—feature “saturated, abstract resilient floor tiles that bring a striking twist to commercial interiors,” said Debbie Munden, global creative manager. “The collection creates stylish and dramatic backdrops in commercial environments.”

Back to Black is available in planks or square tiles and features five layers, including a 40mm wearlayer for exceptional resistance to scratches, scuffs, stains and indentations.

Armstrong

“While the market for high-end resilient has been hurting, with the right product and the right price you can still do business,” said Allen Cubell, vice president of product management – resilient. For example, he points to Armstrong’s latest high-end intro, Alterna—a new luxury vinyl tile (LVT) line—which has been receiving rave reviews.

“Alterna offers endless design possibilities in a new premium tile that realistically mimics the natural material down to a unique design variation that ensures few repeats in the floor’s pattern, making each and every floor distinct,” he said, adding that Alterna’s oversized 16 x 16 tiles, unique natural textures and colors, and numerous grout options are getting the thumbs up from consumers.

Armstrong also amped up existing vinyl offerings, introducing 40 new SKUs across four of its most popular and best-selling product lines—including Natural Fusion and Highland Park—as consumers continue to “rediscover vinyl as an attractive, durable and economical floor covering,” Cubell explained. “Featuring Masterworks Technology, CleanSweep stain and scratch protection, and the durability of Tough-Guard, these designs are the perfect combination of beauty and performance.”

CBC America

Chip Braulick, senior marketing manager, agreed high-end specifications are generally holding better than most despite economic times. “The projects that call out for better quality products are often more financially sound and there is an understanding that added investment will pay off in the long run,” he said.

One key factor to what’s considered high end on the commercial side includes environmental attributes and stewardship, Braulick explained. “The flooring contractor that specializes in the high-end commercial market today must be educated on true green benefits and/or features of products or they risk losing credibility with the specifier, architect and designer.” He added this will only continue to grow in value.

To that end, CBC offers a complete line of PVC-free products with high-recycled content. Braulick said the company is focusing a lot of attention on enhancing its existing products, particularly its Mature sheet vinyl and WELS PVC-free sheet flooring, which will be expanded this summer/fall.

EarthWerks

Don Evans, vice president of sales and marketing, put it simply: “Vinyl keeps dealers vital; it helps their margins. And, our high-end LVT has never been better.”

People want the best value for their buck, which is exactly what the resilient category provides, he noted. “We offer a variety of style—the design options are endless—plus durability and all for a reasonable price—which definitely holds a lot of weight in a down economy.”

Evans also pointed to the green initiative as a top-of-mind subject, which gives EarthWerks’ LVT another reason to take a bow as 80% to 85% of it qualifies for LEED points. “This is a very attractive attribute in particular markets,” he explained.

And, the mill plans to continue to increase sales with 14 new plank SKUs and an array of larger-format tiles with two-sided grout, such as Pavia Stone. “We’re not introducing any lower-end vinyl products in the foreseeable future,” Evans said. “Our high-end LVT has been on the upswing for three years now and will only continue to take market share.”

Karndean

As an example of the achievable natural realism available today in high-end vinyl, Karndean recently introduced the Island Limestone Collection. Developed from the “organic beauty of natural limestone, it ensures the textures, shades and hues realistically replicate its natural counterpart,” said Ed Perrin, CEO. “Previously considered an unattainable floor due to high cost and maintenance, limestone is now a practical and realistic option.”

As part of the mill’s Art Select Range, the line is available in four shades: Jersey, Guensey, Alderney and Sark.

Karndean has also made some bold updates to its Van Gogh line. With four new designs, the grouping is an excellent alternative to laminate, Perrin noted. “We continue creating cutting-edge designs while preserving the quality and durability of our popular planks customers have come to love.”

Mannington

Consumers shopping for higher-end resilient flooring are looking for practicality (durability, easy cleaning) and beauty, noted David Sheehan, director of laminate and resilient business. “Mannington resilient provides both of those things, whether in the sheet or LVT categories,” he said. “We have the advantage of playing in multiple hard surface product lines, so our designers translate popular looks easily from one category to another.” He pointed out this is helpful when a consumer wants the look of a high-end porcelain tile but the durability offered by resilient.

Though consumers today are ultimately attracted to the realism of high-end vinyl, Sheehan explained they’re still buying it for practical reasons: it performs better. He said Mannington works to provide these high-end attributes through technologies like ScratchResist and Surfaceguard. The mill also recently incorporated recycled content into all of its sheet vinyl products, “which has a huge perceived high-end value.”

From a product perspective, Sheehan pointed to Adura Luxury Flooring, which offers “high-end resilient performance with an incredibly real look.”

Metroflor

Michael Raskin, president, said Metroflor is committed to bringing fashion to the floor, and high-end products exemplify this cutting-edge style. “In this economy, we are seeing consumers who want added value but do not want to sacrifice design,” he explained. “People still like to feel good about their purchase and flooring is a key interior design element, so fashion is key.”

He noted high-end shoppers are and want to remain on the cusp of new trends. Exemplifying this is Metroflor’s latest addition, M9. “I believe these products are what high-end consumers, designers and architects are looking for in a design product, and the affiliated costs—product to installation— are still smaller than with other categories.”

Raskin also mentioned the green initiative as a key driver in the industry, now and in the future. “Green selling points are also important, and it is vital to be committed to improving yours,” he said. “Being green is now a part of our global fabric and something not only high-end but all consumers want to see.”

NAFCO

Erica Hubbard, director of marketing for Nafco by Tarkett, explained LVT products are ideal for the high-end consumer in terms of durability, comfort and ease of maintenance, installation and design. Equally important, she said, is LVT’s superior design. “LVT products are unique in that they replicate all types of natural textures and tones but are more cost effective in most cases.”

NAFCO’s PermaStone collection, for example, was recently expanded to include three grout options—GroutFil, GroutFit and GroutLess—for a more unique floor. “The new options allow the consumer to customize their tile and grout color to match or complement any other item highlighter in her room,” Hubbard said. “In addition, these custom floors stay looking new since they are stain resistant and extremely easy to clean.”