Las Vegas—Technology has swept through the industry as Surfaces 2004 saw companies in all categories taking advantage of the latest innovations in manufacturing and marketing. Last issue, FCNews began an overview of how each segment did at this year’s market. We will start off by finishing with our look at the ceramic category, then move on to resilient and new developments in fiber products and services. In future issues, FCNews will break down each segment further with more detailed stories on specific products and programs.

Ceramic Sparkles Florida Tile, which once again employed a jewelry store theme in its booth, enjoyed a busy show. “Tile should be the jewelry of the home, that’s what we tell the people coming into our booth,” said Jim Cuthbertson, director of marketing services. “We are showing our glass and metal products, they are really interested in those. Scott Fullerton, Florida Tile’s new COO who joined the company after its recent acquisition by Milestone Partners was elated with his first experience at Surfaces. “It’s gone phenomenally well. We’ve been very busy with a good mix of dealers and a good amount of our distributors have attended the show as well. I think we’ve kept up the momentum of last year’s new products with many of the introductions at this show.”

Among Florida Tile’s new lines receiving a positive response were Old World, a dramatically clefted, slate-like floor in 13- and 16-in. sizes, as well as a 6-in. wall size, available in Gallant Terra, Courtly White, Cavalier Beige and Noble Gray; Contessa, a ceramic product featuring a marble look coming in the three colors of Contessa—Majestic, Royale and Pallacio—in 13- and 16-in. floor sizes and 6-in. and 8X12-in. coordinating wall sizes, and the Botanical line, which features decoratives imbedded with plant fossils. Colors include Bamboo, Willow and Eucalyptus while floor sizes include 12- and 18-in. as well as 6-in. and 8X12-in. wall sizes. A 6-in. pentagon is also available. Ilva S.A., based in Argentina, announced not only several product introductions but a switch to porcelain as well. “Ilva’s production of field tile will be totally in porcelain,” said Vanesa McIntosh, export manager.

“This is an exciting addition to the firm’s progressive product line. “Our porcelain is produced using the finest natural ingredients combined with a rigidly controlled manufacturing process that utilizes the most advanced processes and technology,” she added. As a result of the change, Ilva’s existing lines—including San Ignacio, Carribean, Nevada, Amadeus and Marmol Travertino—will all include some modification in both sizes and colors. Two new products were unveiled at Surfaces: Crema Marfil, a through-body technical porcelain in three textures, and Pietre Travertine, a stylish rectified porcelain tile with the look of cross-cut travertine marble.

American Florim had several introduction products at Surfaces, including Villa Como, the first product in Florim’s new Encore Collection. Featuring a dense and wear resistant porcelain body, Villa Como comes in four colors and a range of field tile sizes: 6-, 12-, and 18-in. with a 3X12-in. bullnose trim. Navajo, a wall and floor tile collection featuring mosaics in the look of sandstone, has color tones which will vary somewhat from tile to tile. It features 12-in. mosaic tiles in two multi-color options and a wide size range: 6-, 12- and 18-in. “The natural color palette and the beautiful mosaics make this product quite exceptional,” said design manager, Steve Johnson. “Design patterns can be achieved interplaying multiple colors and sizes; the options are vast.”

Finally, Copper Ridge, a Bianco Forte wall and floor tile collection that replicates the look of authentic sandstone is available for both commercial and residential use. It comes in Cascade White, Jasper Tan and Russet Peak and is available in field sizes of 12- and 18-in. formats. “The story for us is all our new products,” said Florim’s David Hartman, vice president of sales and marketing. “We have been going through a transformation process and have been continuously upgrading the equipment at our plant, the production and design capabilities, all driving toward more and better product. The quality in our styling has improved tremendously over what we offered last year.” Hartman noted, the major improvement has been “in our design development process. We have really focused on the U.S. market, its aesthetics and preferences, and rolled that into product design and development. We have asked consumers as well as designers about what they would like. It’s been a multi-geared kind of benchmarking process.” 

While every category has used technology to further its desirability to both retailers and consumers, no other segment has undergone as much change as a result of this than resilient. To borrow a phrase, “this is not your mother’s vinyl floor.” In fact, it is not even the type of floors dealers and distributors are used to seeing in the segment. The biggest examples at this year’s Surfaces were floors that look and feel like carpet or a fine textile. Still, while these new looks and textures are entirely new for the category, they received rave reviews from everyone who saw and stood on them, including FCNews’ Warren Tyler, who writes in his column (page 10), “For the first time in a long time, there were some creative introductions…Sol id vinyl companies [for example] proved there isn’t any surface they cannot replicate.

New looks in metal, exotic stone and even carpet were displayed.” Indeed, resilient companies large and small brought out an array of goods that not only replicated the look of other categories, including wood, ceramic and soft surfaces, they also had the feel of these products. The big two resilient mills at Surfaces— Tarkett and Mannington —led the way with a series of these innovative products. At Mannington, the talk was about its Artisan, Stainmaster and Adura collections. Artisan features three patterns—Garden Linen, Homestead and Bombay. Garden Linen flowing tapestry of leaves is reminiscent of a freehand sketch, Homestead resembles the patchwork American craftsmanship of long ago, and Bombay’s scroll pattern gets its cue from Eastern art and design.

While each gets its inspiration from different areas, they utilize an intricate stenciling process and cutting-edge technology to give them the look and feel of fine textiles. Adura, which features eight patterns and 38 SKUs, is a luxury tile that mimics stone through a registered embossed process across the entire surface area that matches nature’s bumps and marks. David Sheehan, director of marketing for resilient products, said the NatureForm embossing used in the Adura collection is similar to that on its new laminate lines (FC-News, Jan. 26).

Lastly for Mannington was the official showing of the Stainmaster Resilient flooring line and merchandising system. The launch was done in conjunction with Invista which owns the Stainmaster brand. The initial offering includes 15 patterns representing a variety of looks, from weathered tumblestone and multicolored mosaic tiles to a cork look and a realistic sisal. In addition, a display unit made specifically for the Stainmaster line was unveiled. Officials from both Mannington and Invista said reaction to the collection has been very favorable. “Feedback has been phenomenal,” Sheehan said.

At the Tarkett booth, the world’s second largest resilient mill was not just showcasing a new global identity (FCNews, Jan. 26), but a massive product launch under the new FiberFloor brand. Combining carpet-like comfort with the easy maintenance of resilient floors FiberFloor is being marketed as a totally new type of resilient floor, said Jan Lembregts, president of Tarkett Residential. “We’re confident FiberFLoor will change the game in resilient flooring. We’ve merged targeted research and technology in a collection that stretches the imagination.” FiberFloor may be a resilient floor, but it is not vinyl. It consists of an engineered fiberglass interlayer encapsulated between two PVC layers with a comfort backing.

The result is a collection of floors that can be used anywhere in the home as its construction makes it comfortable and warm underfoot, yet durable and easy to maintain, including being water resistant. It is also extremely easy to install, Lembregts noted, as Tarkett recommends the floors be simply laid flat with no glue. Plus, its engineering not only reduces the telegraphing of imperfect subfloors it makes the floor dimensionally stable, meaning it will not expand, contract, crack or curl. In fact, FiberFloor is actually very flexible, making it easy to handle. FiberFloor’s initial collection consists of four themes—Sunday Morning Jazz, Wood is Good, Back to Nature and Dare to Dream.

Jazz features soft, natural colors giving floors the look of either high-end marble or sisal carpet depending on the style; Wood captures the timeless look of woodgrains in nine popular patterns; Nature has the rock-solid appeal of earthy stones and subtle slate designs, and Dream defies conventional flooring and allows the end user to create new possibilities of self expression. Three of the patterns in Dream feature glow in the dark, neon designs, which can help turn a “child’s room into a luminescent wonderland,” he said. Tarkett’s Domco division, which was showcasing its new independence as a standalone brand, was also not running short on new ideas and concepts to help retailers boost their resilient flooring sales.

Stephan Guidon, Domco’s vice president of sales and marketing, said the company’s introductions feature “unexpected and bold colors, plus all-over designs including a linoleum look, a “leather” tile, and a number of natural reproductions such as slate, ceramic and hardwood. Heading the list of new products, though, is Influence, Domco’s first product line with a glass reinforced backing. Guidon noted the collection features “updated styling and installation versatility. It is easy to handle and install and provides excellent resistance to rips, tears and gouges.”

Targeted to high-end residential and Main Street segments, Influence’s initial offering includes Impresario, a reproduction of a classic linoleum look in nine colors; Interplay, a woven textile look in multi-tones and available in seven colors, and Horizon, a reproduction of a 3-in. wide oak plank with rich grain characteristics in each of its four colors. Innovation and boldness was not just available from the large manufacturers as many of the smaller, niche players came to market with technologically advanced products.

At Swiff-Train, for example, the company was showcasing an expanded array of products in its EarthWerks brand of luxury vinyl tile (LVT). From products which resemble tile, wood, carpet and even metal, to an innovative feature strip, the company displayed the “unlimited design possibilities a quality floor provides,” said spokesman Jerry Gerson. Some of the products are Canyon Stone, Aspen, Wood Classic, Metallics and Tahoe Planks. In addition to new styles and designs, many of the products feature Swiff-Train’s proprietary finish, Tuff Shield, “a polyurethane-type coating with extra ingredients,” noted a company official. “We keep working to be unique in terms of the products we offer,” Gerson said, “and people like it because it give them something with which to differentiate themselves from the store down the block.”

Fiber Advances For the industry’s fiber companies, Surfaces once again provided a showcase for new technology, innovations and programs. Honeywell Nylon introduced several initiatives, including a new brand selling system, color technology and a spring sales event. Also on top of mind was the company’s acquisition of BASF. “It came together, starting in May, and by the end of the third quarter we were one organization, one operating system around the world,” said Michael Leary, Honeywell’s director of sales worldwide. “We are still the only manufacturer that offers BCF, staple, resin, solution dyed, natural, soft, not soft—we’re the only one who has all the tools in the tool kit. If there is any cloud in the sky for us, it is not integration, but the status of raw materials. That continues to not be a friend to anyone who heats a house, drives a car or makes nylon.”

Honeywell’s new brand selling structure is designed to enable dealers the opportunity to create and increase sales of their better and premium carpet products. The new step-up selling structure categorizes Anso products by specific construction and warranty parameters in a good, better, best selling system. All 2004 Anso residential product introductions are included in the new structure, which begins with Anso SmartChoice I, Anso SmartChoice II and moves up to Anso’s premium brands: Anso Caress, Anso CrushResister III and Anso CrushResister III TLC. “Our new value and performance selling structure enables Honeywell to leverage BASF systems with existing Anso operations to create greater selling opportunities for dealers,” said Ann Merino, Honeywell’s residential merchandising and brand marketing manager. “Dealers and consumers alike have experienced success with this type of selling system and will readily appreciate and understand the structure and the unique benefits of the products featured at each level.”

Honeywell’s new color technology—the Monet color process—is designed to enable carpets to achieve a more sophisticated look. Currently, Monet is exclusive to Blue Ridge Home through a collection of residential fabrics featuring Anso Caress. The process—which al-lows fibers to be dyed in numerous hues—creates color effects in carpet that cannot be achieved through traditional coloration processes, Merino noted. “By combining light, medium and deep shades of color, it can produce various hues and tones that create a subtle, chromatic effect. The end result is a broadloom that provides added texture and depth, thereby creating a richer, luxurious and inviting carpet surface for the consumer.” “One of the things we’ve always prided ourselves in is our technological base,” said Invista’s Gary Johnston, global brand manager for Stainmaster carpet.

“Broad-loom today is probably one of the most highly technological advanced floor coverings on the market. But, all a consumer wants is a carpet that stays beautiful and is easy to maintain. So, what we’ve done is put science to work to provide products that meet her objectives.” Invista announced it will debut more than 186 styles of Stainmaster carpet in 2004. “The record number of introductions for 2004 is a sign of the continued strength of the Stainmaster brand within the industry,” he said. “It is also a strong indicator of consumer and industry preference for the durability and elegance of Stainmaster carpet.”

Stainmaster broadloom will also debut several brand extensions to offer consumers a greater range of Stainmaster flooring products, Johnston noted. The new offerings include Stainmaster carpet cushion, produced in partnership with the Carpenter Co.; and Stainmaster resilient flooring, produced in partnership with Mannington (FCNews, Oct. 27/Nov. 3). Invista also unveiled its annual Stainmaster carpet advertising campaign for broadcast and print. The print side will feature a teddy bear and bedroom slippers made of Stainmaster carpet with Tactesse fiber and will appear in women’s and shelter publications such as Better Homes and Gardens, Country Living, Southern Living and Traditional Home. The broadcast ads will begin airing on network and cable stations such as NBC, HGTV, the Food Channel, Lifetime and MSNBC during April. “These ads effectively showcase how carpet is a design element in the home,” said Johnston, “as well as reinforce the superior performance characteristics of Stainmaster carpet. We are committed to further strengthening one of the most recognized brands in the industry in the mind of consumers.”

Solutia’s Frans VanOudenallen, director of branding and marketing planning, was very pleased with the traffic the company’s booth received. “We’ve had more traffic at our exhibit this year than last.” “In talking with retailers, everyone seems to be looking for something that is new, different than what has traditionally been available in soft surface,” he added. “Something that allows the consumer to take her own creativity and connect with the product offering. The key is to find a way, logically and design wise, to provide the consumer with something that is aesthetically very pleasing.” Celeste Chandler, manager of carpet merchandising, Northest region, echoed the sentiments VanOudenallen’s sentiments, saying attendees coming into the booth are interested in something different.

“Dimension, that’s what they want and its our job to provide that.” Installation Education, Products Prosper In the minds of many, installation is considered the last line of defense in the flooring industry. No matter how great the product is, if something goes wrong on the installation end, all is for naught. How many times have you heard this before? At Surfaces, the installation segment was covered in detail. Whether it be education or new products, any way to make life a little easier for the long underappreciated installer was on the agenda. “I like to see the installers in a hands-on situation, such as the Installation Showcase we have been putting on,” said Jim Walker, CEO of the International Certified Floor Coverers Association (CFI) of the series of seminars the organization held at the show.

“I like this concept a lot. It seems to be in line with what other shows are doing. “I’ve heard nothing but positive comments on the demos done in the Installation Showcase, whether it concerned seminars for vinyl, ceramic or carpeting,” he explained. “It’s a little different up here than its was where we were downstairs, but the people who have come by have been asking for the materials and setting up appointments with us regarding certification. Everyone that we have spoken to has been sincerely interested in what we have to offer.”

INSTALL (the International Standards and Training Alliance), was another exhibitor experiencing the main hall for the first time. “This booth is being geared, more so than in the past, toward the needs of the specifiers, architects and facility managers,” said Jim Schmid, international director, “for them to learn about the quality and skill of the people we represent who install the products. “If you are going to spend all this money on beautiful floor coverings,” he added, “why not have the best install them? Our logo now reads, ‘Specify quality. Specify INSTALL.’ Next time it should probably read, ‘Specify quality. Specify INSTALL. Specify satisfaction.’ That’s why our apprentices go through a three- to a four-plus year training program.”

Like laminates and other types of flooring today, the installation segment has some new technology it introduced to the marketplace as well. Sinch Technology, a revolutionary new microwaveable seaming tape tool system developed by Nexicor, proved to be a big hit with attendees. “What it does is, it sends a radio frequency to the tape, which determines the distance,” said Susan Stanton of Nexicor. “It’s all micro-processor-controlled. Sinch then sends the correct power and energy to the tape and heats the adhesive from the bottom. The interesting thing about this technology is, it’s all done from the top, so you don’t have the mess of pulling the iron and the pushing the carpet together. “The novelty of Sinch Technology lies in the miniaturization of induction technology into a hand-held, portable and safe system,” she explained.

‘Nexicor is the first group to have accomplished this patented miniaturization process.” Simpler to use than hot messy irons, Sinch Technology now make carpet seams and repairs 100% reversible, noted Bill Mann, Nexicor’s director of sales. “After months of of field use and testing by major carpet manufacturers, the Sinch system is now ready for introduction. The field acceptance has been overwhelming. Half of our test sites have given up using hot irons altogether.” The Sinch system, which will be distributed by Seam Master Industries among others, allows for speedy seam rework or repair from on top of the broadloom, he noted, resulting in significant savings in materials and labor. “Repairs and rework are now so simple that the system quickly pays for itself. Retailers who have worked with the Sinch system quickly identify with the system’s ability to reduce recalls. Glue clean-up is now a thing of the past.”

TEC’s Tom Plaskota was extremely pleased with the traffic the company’s booth received as well as the response to its new products. “Our Double-Duty Plus mastic that we’re introducing has gotten a lot of interest so far, as well as our new technology in our care and maintenance lines. Those are the two product groups we are providing demonstrations on. The show has gone very well for us.” Double-Duty Plus is described by the company as the only all-white, non-slip mastic that quickly and securely bonds large, heavy wall tiles ands natural stone to a variety of substrates. The demonstration included Double-Duty Plus and another leading brand on two tiles adhered against a wall.

TEC also introduced new and improved tile and stone care system products designed to simplify the care and maintenance category so that distributors and dealers can provide more value with fewer SKUs; a 12-year system warranty designed to help retailers and wholesalers up-sell customers to higher profit tile and stone floor systems, and Crack Isolation Membrane, which cuts 25 days off the normal waiting period for tile installation to begin, allowing contractors to install ceramic tile, stone and terrazzo floor systems over green concrete. “The show has gone very well for us,” said a spokesman for Bullet Tools. “We’ve probably had more traffic through our booth than in any past year, maybe double. There’s a lot of interest in our products. We’ve talked to many international customers we’ll be taking on.”

Bullet Tools is a company that takes ideas from installers, develops them and brings them to market. “All the tools we have in our booth are invented by installers,” said the spokesman, “as well as our owner, Dalen Gunn. The cutting tools we have solve a lot of industry problems. They cut down tremendously on the amount of dust at the job site. We also offer strapless knee pads as well as a new device which uses new technology to draw the heat out of the carpet seam. “We offer anything to make easier for the installer invented by the installer,” he explained. “That’s what we specialize in. We give mechanics what we feel they dserve for their ideas and we promise to treat them fairly. Because we are getting that reputation, we’re having distributors sending the installers with ideas to us.”