By Matthew Spieler
Location, location, location. The old adage is not just for where a business is located within a city, it works inside the store when it comes to positioning a product. Both mills and successful retailers say this is especially true when it comes to selling laminate flooring.

“Most of the successful laminate retailers that we’ve encountered have a number of successful attributes,” noted David Sheehan, director of resilient and laminate businesses for Mannington.

In addition to having a strong “belief in the category,” he explained these dealers generally have a dedicated laminate section in their showrooms and will also utilize display floors. “Consumers can instantly visualize a larger installation in their homes. Retailers who have products installed in their stores will tell you these are the ones that become top sellers.”

There are dealers who follow the “all grouped together” theory, as they feel the consumer wants to see “I have a tremendous selection,” but Sheehan says, “That’s not really the case. She wants selection, but she wants it to be shown in an orderly, professional layout.”

Because laminate started as mimicking wood visuals and the bulk of sales—81%—continue to fall into that category, many dealers position their laminate next to their wood products. Some will position it against their tile products since the number one room for laminate remains the kitchen, but mills say this is more the exception than the rule.

Stephen Staikos, general manager of Armstrong’s retail strategic accounts, said, “Retailers continue to market laminate as a hardwood alternative with better performance characteristics when it comes to ease of maintenance, and scratch and indentation resistance. Some market laminate as a value proposition to upscale hardwood species that are more expensive, others market it for the visual, since laminates have become more realistic than earlier versions.”

While many dealers FCNews spoke with for this story confirmed they position laminate close to or adjoining their wood section, the ones who claimed the most success stressed that no matter where the product is in the store, it is displayed as its own unique category.

Retail point of view

Sam Roberts of Roberts Carpet & Fine Floors in Houston, said while his stores generally have laminate adjoining wood, it is grouped as its own category. “We don’t intermingle them. Most people come in knowing they want either wood or laminate. Our job is to qualify them to make sure the product they want is the correct one for their lifestyle.”

Bill Mohone Sr. of Atlas Floors in San Antonio, said laminate is its own section in each of his three stores. While the individual store’s layout dictates how each category is showcased, laminate is displayed separately no matter the location. “I did not want it butting up against wood; I wanted laminate to be its own presentation.”

Bob Hill, president of Floor Covering Associates (FCA) in Shorewood, Ill., said, “If anything, we originally positioned laminate against conventional sheet vinyl. It was never positioned against hardwood because wood was sold primarily to new home builders whereas laminate was sold to the remodel market.”

Even so, he added, “We have always positioned laminate as a stand-alone product. We have, however, led with different manufacturers from time to time depending on styling and value.”

Currently FCA features an in-stock program consisting of 42 SKUs that hit at every price point, and style type—from hi-gloss to handscraped to tile and stone looks. The in-stock program is backed up by full displays of Armstrong, Mannington, Quick•Step, Mohawk, Pergo and Wilsonart.

Atlas’ Mohone not only prescribes to the stand-alone theory, he is a firm believer in the use of display floors. “In our newest store we put a 10-foot modular display with insets of various types of laminate and it has really helped. Plus, it works well with the laminate displays which are larger and make a great presentation.”

No matter how they position laminate, retailers say part of their success comes from the mills and distributors. “The one thing you can always count on is that all suppliers are continually at work developing state-of-the-art displays and marketing materials,” Hill noted. “Last year Armstrong sent its top designer out to help us re-merchandise our entire department and it looks great.”

Mohone agrees, citing both Quick•Step and its local distributor, BPI, as examples. “Our laminate suppliers have been great. They work great together and have helped us in numerous ways.”