Salem, N.J.—“He who creates the easiest, most intuitive story is the one who is going to win.” So says David Sheehan, director of marketing for Mannington Mills’ resilient business, summing up the company’s new vinyl marketing strategy. It is a concept that resonates throughout all product categories as the company embarks on Surfaces ’06 with an array of product introductions.

He noted Mannington learned from its higher-end Stainmaster brand that simple is better. “The good/better/best story is easy for both the retailer and consumer.”

To that end, the mill is consolidating its premium vinyl category, Style & Pace, from five price points into one—between $14 and $18 a yard, depending on the retailer. “With all the price pressures from ceramic, wood and laminate, we needed to do something bold.”

The company is upgrading all 14 patterns in the 52-SKU line and calling it Naturals with NatureForm Optix, Mannington’s proprietary technology that offers improved digital imaging, tighter tolerances on embossing and the popular low-gloss urethane. As well, the warranty is being extended from 15 years to 20 years and a new, “Gotta Love It” guarantee is being unveiled. If after 30 days the consumer does not love her new floor, Mannington will give her a new resilient floor until she likes it.

According to Joe Amato, vice president of residential styling, the aptly named line is being driven by natural looks, a seven-year trend. But the mill is also seeking to launch designs that may appeal to different demographics such as Asians and Hispanics. In illustration, Malpensa resembles tumbled stone combined with a decorative alternating tile that creates a checkerboard look.

At the same time, Mannington realizes there are still consumers who appreciate a higher shine. So, playing on the mainstay black-and-white checkerboard look, it has relaunched the design with a new, more sophisticated sheen.

On the high-growth lux-ury vinyl tile (LVT) side, Mannington is attempting to “stretch the realism envelope even further” with its wood designs. With that, a 5X48-in. format dubbed the Distinctive Collection is being launched is eight SKUs. “We are the first to come out with a 5X48-in. LVT,” Amato said.

But since tile looks are still driving the volume in the LVT category, Mannington did not want to neglect Escalante, which has been enhanced with travertine and quartzite designs. “This category is keeping vinyl alive in its own way,” he said.

Laminate will be streamlined and merchandised in a good/better/best format. “Laminate has gone through an evolution in terms of the collection,” said Zach Zehner, director of marketing for Mannington’s laminate business. “The feedback we received was that of confusion in navigating the line.” In response, Mannington will now offer only three retail price points: $3 per foot—six SKUs, $4.50 a foot —46 SKUs and $6 per foot —32 SKUs.

On the introduction side, Mannington is focusing on high-fashion popular plank and tile looks at the upper end of the line. For starters, it will add the honeytone color to its “exceptionally” popular Louisville Hickory in Revolutions Plank. How popular? The line launched in September became the company’s seventh best seller for the entire year. The 5X50-in. planks employ the Nature-Form Optix technology and feature a four-sided micro-bevel.

Building on the success of Revolutions Plank, the new Revolutions Tile seeks to capture “the true feel and subtle color variations found in natural slates, stones and travertines. The selling factor is the variation from tile to tile,” said Stuart Beattie, Mannington’s senior vice president of residential styling.

In fact, each SKU has 24 distinct designs. The line comes in three patterns. Highlights of the 12-in. tile assortment include NatureForm Optix technology, low gloss and a narrow, 5mm grout line.

John Himes, vice president of marketing for the mill’s wood business, echoed his resilient and laminate counterparts. “Our goal is to strive for simplicity.” But he also hammered away at two key themes as it relates to new product: huge introductions into low gloss—“This year 90% of our product will be low gloss,” and the emergence of cherry as an American species, whose popularity extends to furniture and cabinets. Of the 27 SKUs being introduced, more than 25% are cherry.

According to Himes, those 27 SKUs marks Man-nington’s largest wood in-troduction since it entered the category in the mid-’90s. They include:
• Stockbridge Cherry, which features a more subtle, subdued scrape than has been the trend for the past three years. Edges are pillowed versus the traditional micro bevel;
• Broad River Hickory also features a more refined look in a handscraped;
• Two next-generation American Rustics items—Hamilton Cherry and Highland Hickory—that still have a distressed look
with nail and screw marks but the subtlety is apparent in the lack of saw marks and fewer occulations. “It’s a more refined look,” he explained;
• Wide-width Bennelong Cherry and Lynnhaven Maple. Both five-inch products have character-grade veneers in two colors each, and
• An expansion to the exotics. “Exotics have been driven by three-inch products,” Himes said. “We took our four best sellers and went to five-inch. Andino cherry (Brazilian cherry)in natural and chocolate; Canelo teak (Santos Mahogany) in natural; and Magellan oak (Amendoim) in a light natural.

Last year’s Garda introduction became one of the company’s top sellers, said Massimo Ballucchi, director of the company’s porcelain business. Mannington expands on the stone-look collection by bringing a total package to market with decos, trims, wall tile and floor tile.

Every series in the Italian-manufactured Garda now comes in 6-, 12- and 18-in. sizes. Also, a new color, beige, joins walnut—brown with green accents, firestone—red and brown tones, and pine cone—a slate with blue, green and orange hues. “The market is requesting brown and beige tonalities, he explained. “This collection also capitalizes on the American trend of more color and texture play.”

Coming off the Garda introduction, Mannington wanted to show more bold colors in natural tones. Hence, Pietra, the company’s “most complete floor and wall tile package,” Ballucchi said. The rustic look inspired by desert stone comes in three colors—oyster white, porcelain beige and adobe sunset—and four sizes: 6-1/2- 13-, 18-, and 10X13-in. wall tile. A complete array of trims—bullnose, V-caps, quarter rounds and corners—are available. And 2-in. mesh-mounted mosaics complete the assortment.

Finally, Moderna Stone employs a dry glaze application to achieve a genuine slate look. Aside from standard 13- and 20-in. tiles, the line offers the mill’s rectangular, a 13X20-in.
For more, visit Mannington’s booth 4046.
—Steven Feldman