San Francisco—With this city’s scenic bay area serving as the backdrop, Mohawk Industries staged quite an event for its Floor-scapes dealers here Dec. 2 to 5. Billed as the “Bridge To Success,” more than 370 dealers representing over 500 storefronts gathered at the downtown Hilton in the shadows of the Golden Gate Bridge for the 2004 Mohawk Floor-scapes convention, which featured new products and programs; educational seminars with Mohawk University’s Sam Allman; entertainment from singer Vonda Sheperd of “Ally McBeal” fame, as well as networking for all.

“We’re in an industry where innovation is constant,” Jeff Lorberbaum, the mill’s president and CEO, told Floorscapes members during the event’s general session, “and taking advantage of new products and services is what allows us to profit and grow in our businesses. I am sure each of you, as successful dealers, have many insights into what has created the foundation for your business. One of the key factors is, building a relationship with your customer. “Your Floorscapes store itself speaks directly to the customer,” he explained. “It helps her solve her purchasing dilemmas. Industry studies tell us the culture of our business is in transformation. Our customers are willing to pay more for quality. She’s more educated about product and design. What she wants to buy is a lifestyle.

“This has been a driving force behind our magazine, Ideas To Go,” he added, “and it is most certainly behind the Floorscapes Studio design. We know making your customer happy and satisfied is your number one goal. Our goal is to ensure this happens for you. We are partners investing in each other for our continued success. We feel with Mohawk Floorscapes, there are no limits to that success.” Lorberbaum went on to discuss the economy, noting the “shortest recession in U.S. history,” low interest rates, increased government spending and a reduced tax burden. “The result has been new job creation, housing starts at historic highs and a rebound in both remodeling and commercial spending. Our industry is reacting positively to this rebound. This year, the carpet industry has been growing at 5% to 6% in units, and hard surfaces are growing at almost 10%. Next year, the flooring industry should grow 4% to 5%.”

Manny Llerena, vice president of retail marketing, told members “the home improvement industry is forecasted to be phenomenal over the next five to 10 years. This means your sales should soar. The baby boomers have either successfully planned for retirement while others are now inheriting their parents’ fortunes. This will be the greatest transfer of wealth in the history of the world. Close to $10 trillion will change hands. “There is a worldwide behavioral shift taking place,” he explained. “It’s just no longer the wealthy, but America’s middle-class consumer who is trading up to luxury. Consumers are willing to pay a significant premium for goods and services that are emotionally important to them. Consumers are looking for that emotional lift in the form of a new luxury purchase.

“Are we ready to capitalize on this opportunity?” he asked the members. “I believe you, as Floorscapes dealers, are leading the way. You have improved your retail environments, your stores and merchandising, all of which not only send a message to your customer, but educates them as well. You are ahead of the pack.” Among the new items offered to members at convention were Smartstrand, a new fiber made with DuPont Sorona Polymer ( FCNews, Dec. 6/13); Design at Home, a complete mobile selling system featuring a van with custom graphics, a shelving and sampling system, five-day training sessions for two employees, merchandising and advertising support; Fashion Select, a high-end product line with 35X42-in. oversize “blanket” style samples made with Stainmaster Tactesse soft yarn; the Colors of Paradise collection, an all- Anso line with textures and a frieze in 60 colors and 12- or 15-ft. widths; an all new Main Street commercial selling system with a reference guide/brochure, and a number of new hard surface products including ceramics, exotic hardwoods and laminates with features such as beveled edges, random embossing and sound deadening systems.

“By adding private label commercial products from Bigelow, Durkan and Karastan, Mohawk has definitely stepped up the Floor-scapes program,” said Mike Pavone of Sail-On Carpets in Spencerport, N.Y., who already owns and operates one Floor-scapes store and will be opening another in June. “The brand new Home & Office program makes it easier for the commercial customer to shop. The Design at Home van system is phenomenal; it looks real good. Mohawk has introduced a couple of nice laminate products as well.” “Smartstrand has really piqued our interest,” said Beth Hulbert of Discount Flooring Supermart Albany, N.Y., who began life as a Floorscapes dealer in October along with her husband, Mark. “It seems to be a really good product. The Colors of Paradise is something we are also very interested in, and are probably going to order after the show. Seeing some of the new products has been exciting.

“We’ve always sold a lot of carpet,” she explained, “but now we are selling more hardwood. We have seen some of the new hardwood products and our installers have already put some of them down. We’ve also got some in our own showroom floor. We haven’t done much with ceramic yet, but we are about to. “Since we became a Floorscapes dealer we are seeing a big difference because people can now come in and design their whole house in one store instead of going to a couple of different places,” added Hulbert. “We had been a warehouse/stocking store, now we have a showroom inside the stocking store. Being a Floorscapes member has broadened our business so that we can do more than just carpet. We were just a broadloom store but now we can do hardwood and ceramic and linoleum and all the other categories.”

Alex Schwindt, vice president of Finishing Touch in Marysville, Wash., liked Fashion Select. “I believe the larger size of the wing rack in the display will appeal to the women who buy from us. It is the ladies who do the buying and this gives them a better perspective of what they are looking at. The grout cleaning is interesting. Our competition is getting into that, and I see a lot of referral business on the grout cleaning, so establishing that is important. “I’m real interested in the Design At Home concept, as well,” he explained. “The comfort zone for the homebuyer with the Design At Home program is a lot more relaxed. It’s being done in her natural environment, lighting and decor. It takes a lot of the stress out of the buying process for her.” Mohawk’s Diane Gammell, who helped develop the Floorscapes Design At Home program, wasn’t surprised with the overwhelming response it received at the show.

“The Design At Home concept is exactly what it says. Women want ideas, they want assistance in their homes. So at Mohawk, instead of going with just a Shop At Home concept, we’re going to bring a consultant that is trained to do flooring design and window covering fashion into the home to assist the customer. “It’s not just putting a bunch of samples into the van,” she explained, “it’s getting the consulting and design ideas along with it, knowing that they feel comfortable with Mohawk standing behind them and a Floorscapes store, with the bricks and mortar, that is also there. It helps build credibility for that consumer.” “The show’s been phenomenal,” said John Woolsey, director of marketing for Anderson Hardwood Floors, one of more than 40 vendor/partners to exhibit at the event.

“This is a positive relationship we have [with Mohawk Floorscapes.] We are honored to be here. You still have some of the dealers come by who primarily deal with carpet. We just had somebody who now, for the first time, is thinking about getting into the wood side of the business. And then there are hard surface retailers who are looking to get a uniform look throughout their store. We’re seeing both.” “The biggest buzz at the show has been caused by Smartstrand, of course,” said Ed Williams, Mohawk’s senior vice president of sales and marketing, “and then the merchandising. There also has been a lot of interest from the dealers coming here and learning how to run their businesses better through the educational seminars, the attendance of which has been outstanding.” “The dealers are very upbeat and excited about the Smartstrand introduction,” said Mark Olsen, marketing manager for Mohawk Floorscapes. “The reactions to Fashion Select and the Colors of Paradise have been extraordinary, as well as Home & Office. All in all, this has been an extraordinary event.” For more information on how to become a Floorscapes dealer, call 800/241-4900.