Floortrend Diciembre20

floor
December 2020
■ 2021 Outlook
trends
■ What’s Driving Tile Sales
■ The Fabulance Mobile Showroom
■ Floors Go Au Naturel
The Authority on Residential and Commercial Flooring
February
floortrendsmag.com
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coNteNts december 2020 + Vol. 22, No. 12
24
Features
A New Era of Optimism
30 by Floor Trends Editors
Trending Tile: A Look at

34 What’s Driving Sales
by Anna Zappia
Columns
+ Departments
6...................................... Editor’s Letter
8.................................... Let’s TalkFloor
16..................................... Retail Insight
18.......................................... First Look
20.................................................Notes
24...................................... Style Stories
28....................................New Products
40...........................Contractor’s Corner
43............................. Flooring Sales Tip
34 54............................................Ad Index
4 December 2020 + floortrendsmag.com

On the Cover: Today, it’s all about colors,
patterns and sizes, and Emser’s Building
Blocks Concrete line beautifully replicates
the contemporary look of concrete while
bringing in an added layer of warmth and
sophistication. Read more about what’s
28 trending in tile on page 34.
Digital
Exclusives
• Floor Trends’ Top 10
Headlines of 2020
• Goal Setting: a Conversation

with Matt Ketterman
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LET’S TALKFLOOR BY DAVE FOSTER
A DIGITAL RENAISSANCE FOR FLOORING RETAILERS

A Conversation with BroadlumeÕs CEO Todd Saunders
B
roadlume has been a company on last? I think consumers in a way pushed
the move for the past few years and it on retailers. Consumers wanted work to
certainly an organization to watch be done but many retail stores were not
in the floor covering industry, which is why open. Consumers still had the demand,
we sat down with the company’s CEO but retailers were not necessarily able
Todd Saunders. to service them. Consumers have been
pushing our industry forward, they still
The following are excerpts of a conver- wanted to buy and generally do it with
sation with Saunders, which you can listen technology.
to in its entirety at floortrendsmag.com.
TF: Broadlume is the parent of
TF: What would you say is the prime FloorForce, FlooringStores and Creating
element that caused retailers to Your Space, which you acquired earlier
embrace technology now more than this year. What are their functions and
prior to the pandemic? how do you see the working together
under the Broadlume umbrella?
Saunders: I think it was the unknown,
retailers were asking, what is going to
happen, and how long is this going to Above: BroadlumeÕs new visualization kiosk.

DESIGNED WITH INTENTION.
CRAFTED WITH CARE.
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talkfloor
Saunders: Adhawk was the business TF: Talk about each one of the units,
we started with I started Adhawk after Creating Your Space, Floor Force, and
I left Google and we acquired Floor FlooringStores and their function as
Force. Adhawk changed its name to well as the services they offer the floor-
Broadlume as the parent company. We ing community.
don’t do any business outside of floor-
ing. All of our customers are 100 percent Saunders: Floor Force and Creating
flooring. So, you have Broadlume the Your Space have been in this industry for
parent company of Creating Your Space a long time, many of their offerings are
and Floor Force, which have been in really the same way. They have grown
business for the last 10 or 20 years, a little bit separately, so we have some
respectively. And again, both those small features that are a little different
companies are focused on digital retail- in each unit. Prices at Creating Your
ing and hoping the independent retail Space are a little bit higher so we can do
community do everything from web sites a little bit more customization. But now
to CRM (consumer relationship manage- that we’ve integrated the two companies
ment) to lead management, to product has become one really powerful platform
visualization, to chat. Our job is to help because we’re taking the best parts of
retailers generate more business. each and putting them together.
Floorstores.com is a consumer-facing Looking at FlooringStores.com, retailers’

site. It is an aggregate site of all of our number one request for us the generation
retailers, working on building an audience of more leads? And obviously we help
to help our retailers generate more leads. them with Google, digital advertising, and
That’s what all of our initiatives come out a number of other ways but we wanted
to be at the end of the day, we only build to find another way. As a result, we also
things that we think are going to help our hired our own writers who product mes-
retailers sell more flooring. sages on this consumer facing website
to generate leads that go to the landing
TF: Talk about the company’s goals at pages to all of our retailers.
this point.
TF: So, what is it going to take for
Saunders: We work with over 2,000 that to happen for this technology get
independent retailers today and have developed?
almost doubled our business this year
alone. Our goal is always internally to not Saunders: I think it’s going to take
just grow the business itself, as in adding retailers. The retailers sell the and install
more customers, but we want to add more the floor covering it’s all up to them. If we
value to our current customers. Many get enough retailer’s voices that are loud
companies are only focused on adding enough and say, “We want to be in this
new customers. Yes, we have to do that next era. We want to have product cata-
to help the business grow, but this year logs that are always accurate,” it will hap-
for us was really meant to focus on how pen. We go to some of our retailer sites
we can add more value and grow our and spend so much time making them
offerings to our current customers. look beautiful rather than developing

new tools. Also, some of the swatches all 2,000 of our retailers and all retail-
on retailer websites looks like someone ers in the industry making their voices
took a picture with their 10-year-old cell heard, not just a small committee. It
phone. Getting better quality product needs to be a revolution, not a commit-
images is very important. There are some tee.
great scanning companies in the industry
and keeping product inventory up to date fcB2B focused on the transaction and
is something we just need to do. And I the inventory. The issue is there is an
think the retailers themselves just need to entirely different way to pull the market-
make their voices heard. ing catalog and the product images and
marrying those two is really difficult. We
TF: Is fcB2B an element in this whole also have the difficult problem revolv-
conversation? ing around private labeling and there
are tons of private labeling. So, it all
Saunders: Yes. We work closely with becomes very, very confusing. A singu-
fcB2B. I think their initiatives are and lar problem gets multiplied a thousand
what they are working on is great. But times into a thousand problems as a
it’s going to take more than 10 or 20 result of private labeling. So that’s really
people on a committee. It’s going to take something that we have to work through.
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I think the best thing that we can do is Saunders: We’re seeing a lot of the
make one feed that ties inventory and pric- next generation of retailers come in and
ing and marketing images all together and make their voices heard. The first thing
that will allow technology to grow faster. is that retailers just need to speak up.
The reason that you don’t see new technol- Retailers have all the power. At the end
ogy providers enter this space is because of the day, the retailers are the ones
without the catalog, you can’t build a great that are selling the product and are influ-
CRM (consumer relationship manage- encing the consumer to buy those prod-
ment), you can’t build a great ERP (enter- ucts. So, number one, retailers need to
prise resource planning system), you can’t speak up.
build a great website. If we were able to
make this easier, we can then spend more Number two, we need to welcome the
of our resources and other software com- next generation of technology and retailers
panies can spend more of their resources into this space. Again, I love fcB2B, I think
in building new features and products rath- they’re doing a great job. But there needs
er than constantly trying just to maintain. to be new faces, not the same ones that
have done it over the last 50 years. I think
TF: What’s needed to at least hasten we are so used to this industry doing things
this process? the way that we’ve done them before. We
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talkfloor
TF: I noticed that the organization just

hired on its first chief product officer,
which indicates emphasis being placed
on new products. Talk about some of
the new products that will be on your
drawing board.
Saunders: The first one will be sam-

pling. We are partners with a lot of
manufacturers that offer sampling on our
retailer’s websites. Go to Home Depot,
Lowe’s or any of the box stores and you
can click a button and get a free sample
Todd Saunders, CEO of Broadlume. shipped to you right away. So, we’re
going to be launching sampling. Another
have to be ok with doing things a little bit one is immersive chat. A lot of dealers
differently. And that’s why we’re excited. have realized that people don’t just shop
I think that’s our opportunity. A lot of us nine to five or six. There are lots of con-
come from the flooring industry, and we sumers that are at home in her bed at
bring a different perspective from Google 11 o’clock at night and want to chat with
or the automotive industry and other indus- someone about a purchase, or even at
tries. We are happy to be the one that’s work. At work many can’t make a phone
shaking the cage a little bit to try to make it call to the store, but they can chat and
better for retailers. do online communication. So, we’re
launching some of that.
TF: I’ve had many people I have inter-
viewed tell me that the retail floor cov- other things we’re looking at is product
ering industry lags behind many other visualization and really, what we’re try-
retail segments out there. I suspect ing to do is build best in class technol-
that that’s true. How far behind are we ogy suite. What we want to be able to do
talking about, would you say? is say a particular person came to your
website then went into your showroom
Saunders: Twenty years. And I mean and ended up purchasing so we can get
that honestly. But in that 20-year gap, full attribution, understanding of what
but there are some very obvious things your RoIC (return on invested capital)
we can do to get only five years behind. is from all of your different marketing
And I’m not necessarily worried about efforts. That’s really the goal of all the
the last five because that represents technology we’re building.
small differences. We can do some
huge things that will move us very, very TF: What is your take on the floor
quickly. And again, it all starts with the covering sector in general, its health,
product images, a product catalog, and its future. They tell me that the number
keeping better inventory. Those types of of independent retailers in this sector
things will move us much ahead much has declined over the last decade. Is it
faster. part of your mission to reverse that?

Saunders: Yes, we have a mission at year. They’re doing sampling, they’re
the company. I mean, we will never work doing all these other things and we’re
with the box stores. You heard it from still halving them.
me. We will never provide technology to
any box store. It is our job to fight for the So, imagine what it’s going to look like
independent retailers. A lot of the families in a year or two years down the road
represented in our company are in small where we have the same tools they do,
businesses, and we see that opportunity they should stand no chance.
here as well. If I look at what’s happening
now and I look at what’s happening in the TF: Going forward. What are your
future, I really do think that for the inde- expectations for the floor covering
pendent retailers the best is yet to come. industry? What is what’s it going to
look like in 10 years? What are your
Here’s how I look at this. Independent goals for 10 years from now?
retailers have been able to maintain
their own. Forty five percent of floor Saunders: I think the independent
covering sales end up going through the retailer community will grow in size. I
independent. Although the number of also think there’s this opportunity where
stores has decreased the total volume consumers shop at the independent
of sales has roughly been about half for retailer, they’re spending, let’s say,
a long period of time. So, the fact that $5,000 on their floors. They trust that
the independent retailer community can they have built a relationship with the
stay at about half of the revenue while retailer. They trust that person. That
not having little technology and not hav- person’s in their home. And once you’re
ing any of the tools to compare with the in their home, that consumer is doing a
tools Home Depot has. They’re getting remodel, or they have just moved. And
good product feeds from all the manu- our retailers have the opportunity to fol-
facturers. They have a hundred million low that consumer down their whole
dollars in the technology every single remodel path. ft

RETAIL INSIGHT BY KATIE RORK
Fabulance to the Rescue
M
ichelle Anderson, an account executive for
Bentley Mills and Modulyss, had been sell-
ing carpet out of her car at trunk shows. She
recently stepped up her game by transforming a retired
ambulance into the Fabulance—a mobile showroom.
The former Air Force veteran, who used to transport

wounded soldiers, now transports more than 200 car-
pet samples to architects and designers between Los
Click n Angeles and Seattle.
s c r ee
on
tch.
“I never thought my military life with the Air Force
w a would come full circle with my carpet life; they are
to two very different things,” said Anderson. “Everyone I
have engaged with has loved the creativity behind the
Fabulance.”
Katie Rork, Floor Trends’ multimedia and digital con-

tent creator, had a one-on-one interview with Anderson
about the creative idea and what it took to turn the rig
into a fabulous mobile showroom. ft

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workers who are battling life-altering illnesses, catastrophic injuries, and other severe disabilities.
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First Look
Daltile’s New shop-in-shop Experience
S
tarting January 2021, Daltile’s net- click, and social media will bring a seam-
work of more than 250 Statement less experience from online to in-store.”
Dealers will have access to a new
store-within-a-store program designed to Maria Snow, marketing manager for the
simplify the tile selection process for cus- Daltile Advisory Board program, said that
tomers. one of Daltile’s brand strengths is breadth
and depth of product.
“The new showroom features interactive
modules, trend insights, unique displays “The displays, merchandising, and unique
that showcase the entire Daltile prod- features of the Statements Dealer Program
uct line, curated assortments, and much play to this strength, equipping dealers with
more,” said Paij Thorn-Brooks, vice presi- premiere tools to help maximize the shop-
dent of marketing for Dal-Tile Corporation. ping experience and help customers select
“This new showroom, coupled with the the Daltile products that most perfectly fit their
other facets of the program, including needs,” Snow said. “The ultimate goal is to
premiere website placement, rebate pro- equip our retail partners for success with our
grams, online display advertising, pay-per- products and increase retailer sales.” ft
Left: The streamlined shop-

in-shop concept aims to
increase retail sales.
Hear more!
from Daltile

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Notes
Pentz PrePares for

Main street DeManD
P
entz Commerical has been on the and LVT glue down products. Amplify,
move in 2020, launching nine new Magnify, Colorburst, Colorpoint, Element,
products in the third quarter. Universe, and Cabled are all offered in
both tile and plank, while Vitality and
“The rollout of our 2020 launches was Essence are offered in broadloom and tile.
slightly prolonged due to the pandemic,
but have been well received by our dealer The launches address market trends.
base,” said Eric Ruppert, Pentz product Amplify, Magnify, and Colorburst collection
manager. “We spread the launches through- offer a unique blend of design and color
out the year to give our sales team time that allow for myriad design options for the
to place product and activate sales, which end user.
was harder to do this year given some state
regulations with shutdowns and possible “We also invested in our Encore SD
limited facetime with the dealer base. We product category with Universe and
also were dealing with retail spaces and Element, two unique patterns featuring
budgetary restraints on future projects; given multi-hued transitions and 10 colorways
the uncertainty of the pandemic.” inspired by rich, earth-tones,” Ruppert
said. “We are also addressing the need
With more than 20 launches this for hard surface compliments with our new
year, the Pentz Commercial lineup has carpet options.”
addressed the changing needs of various
end-users including products for social
Above: A recent introduction, Colorburst plank
distancing, wayfinding, and value-engi- and tile is intended to add pops of bright color
neering with its Apex SDP product line-up and coordinate with other Pentz collections.

Earlier in the year the brand introduced to drive design and innovation with both
two glue-down LVT products, Avenue and solution dyed polyester and nylon along
Boulevard, which are gaining two new with hard surface integration. As busi-
styles, Parkway and Boulevard. nesses start to open back up and end-
user budgets get realigned for future
“We believe the outlook for Main Street projects, we believe our lineup addresses
in 2021 is strong,” Ruppert said. “Our the changing needs of the end-user and
investment into this segment over the we back them with world class service on
past two years has positioned us well our products.”
Builder Market Garage Upgrade:

LifeTiles Textile Composite Flooring
LifeTiles are aimed at the builder

market for garage and home gym
upgrades.
P
eople have been spending a lot of performance while also being soil and stain
time in their homes over the last resistant. The tiles have a high moisture
few months and this has led to tolerance and are also certified high trac-
an increased desire for home improve- tion in both wet and dry conditions.
ments. One of those areas of increase
demand is garage floors. “I have over 60 years of experience in
the carpet industry, and I believe LifeTiles
In response, Engineered Floors launched is as good as, if not better than, any other
LifeTiles, a program of 24 x 24 carpet tiles flooring innovation we’ve ever manufac-
designed for garage floors and aimed at tured,” said Engineered Floors Chairman
the builder market. Launched in July 2020, and CEO Bob Shaw.
the textile composite flooring combines the
key attributes of modular soft surface with Due to the toughness and high moisture
the long-lasting wear performance of hard tolerance, the company says the carpet
surface. Made with Engineered Floors’ tiles can be used to upgrade the floor of
100% Solution Dyed Woven Polyester your garage and areas at high risk for slip
fiber, LifeTiles aims to deliver superior wear and fall injuries, such as home gyms.

Notes
ProSource of Ocala Franchisees

Open Fifth Showroom
Left: ProSource of Ocala,

Florida.
J
ohn Taylor and Steven Katzenberg, ProSource of Ocala is one of 147 North
ProSource Wholesale franchise American private showrooms that sell
owners, have opened their fifth exclusively through a qualified network of
ProSource showroom in Ocala, Florida. more than 400,000 trade professionals
who have become members since 1991.
“We are thrilled at the opportunity to
build long-lasting relationships with the Online, trade professional members
trade pros and their clients in this region also gain exclusive access to
by offering the widest selection of home myProSource, a resource designed to
remodeling products at low wholesale connect them with client opportunities
prices,” Katzenberg said. and project management tools.
Additionally, the ProSource Trade Pro
ProSource Wholesale offers franchisees App, puts the power of ProSource
showrooms that are designed exclusively Wholesale in the hands of trade
for the trade professional such as builders, professionals, allowing them to manage
remodelers, installers, designers and their projects with ProSource on their
realtors, featuring more than 50,000 mobile device wherever they are.
product choices, including private label and
name brand carpet, hardwood, ceramic, “ProSource continues a strong growth
luxury vinyl tile, laminate and more. In pattern,” said Bruce Burnett, vice
addition to floorcoverings, the showrooms president of business. “We’re here to
are a one-stop shop for kitchen and support our franchise owners in their
bath design, cabinets, countertops and growth. With that, we’ve been adding
installation supplies to help trade pros these showrooms and have a good,
deliver successful projects for their clients. strong pipeline of showrooms to come.”

ADDING Artistry
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TOP 10
HEADLINES
OF 2020
BY FLOOR TRENDS EDITORS
9. Two Flooring Distributors
A
s we wrap up the year, as always,
we like to take a look back at the Combine Forces
headlines that resonated with our This fall, T&L Distributing, one of
readers the most. Coronavirus made the largest flooring distributors in the
headlines across publications—ours Southwest, purchased a controlling
included—for the majority of the year, interest in St. Louis-based E.J. Welch
but as you’ll see, this year, Floor Trends Company.
readers were also drawn to articles that
highlighted growth, expansion and inno- With more than 50 years in flooring
vation within the flooring industry. and sundry distribution, E.J. Welch has
a footprint that covers 14 states with 25
locations. “We are excited to have the
10. LG Hausys America Establishes associates of T&L join our organization to
Flooring Division further solidify our growing position in the
This year, LG Hausys America offi- industry,” said CEO of E.J. Welch CEO
cially established its LG Hausys Flooring Mitch Jolley. “They have a very experi-
Division to serve the North American enced team that will be a good fit for our
market. Leveraging its globally recog- company.”
nized brand, the company launched with a
lineup of resilient products spanning luxury Founded over 40 years ago as a family
vinyl tile (LVT), SPC, sports flooring and business, T&L Distributing has grown to
commercial sheet. nine locations across Texas, Oklahoma,
Arkansas, Louisiana, and Tennessee.
“LG Hausys has been making vinyl floor- Tom Karol, CEO of T&L Distributing,
ing products for more than 60 years, so said, “Given the changing dynamics of
we are no newcomer to this category,” flooring distribution, we wanted to find
said LG Hausys America President KJ a strategic partner that would leverage
Kim. “We plan to leverage our decades- T&L’s innovative marketing, strong logis-
long experience, advanced design and tics network and skilled sales team. E.J.
manufacturing capabilities and the distinct Welch’s commitment to best-in-class
power of the LG Hausys brand for our products and service will benefit our
customers. The time is now and we’re customers, employees, and vendor part-
excited to usher in a new era of resil- ners. The combined companies will be
ient floor covering solutions to the North well positioned as a leader in the floor-
American market.” ing market.”
Introduced with five durable, scratch

resistant LVT collections and two sheet 8. Laticrete Gives Insight on How the
vinyl collections, the products work for Coronavirus Will Impact Tile & Stone
healthcare, education, hospitality and mul- Ron Nash, senior vice president of
tifamily projects. sales and marketing, Laticrete, shared his
insight on how the coronavirus will impact
Facing Page: LG Hausys Flooring the tile/stone industry. Here are some
Division’s Atmosphere. excerpts from that conversation:
floortrendsmag.com + December 2020 23b

Top 10 Headlines of 2020
FT: How is Laticrete staying positive

through these hard times?
Nash: Our supply chain is still going
strong, we are in constant communica-
tion with all levels of our company. We’re
still working hard, receiving and delivering
orders. However, we aren’t taking this light-
ly. We are utilizing this time to realign our
priorities and we have confidence in our
economy to weather this temporary storm.
Above: Ron Nash, Laticrete’s senior vice 7. 2020 Commercial Flooring

president of sales and marketing. Product Guide
FT: Unlike the recessions of 2008 and

2009, is a pandemic or natural disaster
usually much shorter to recover from com-
pared to other financial crises?
Nash: Based on my personal experiences
and research, I have learned that when
the market crashes due to a natural cause
such as a pandemic (especially when
compared to past pandemics (i.e. SARS,
H1N1, etc.) versus financial, the negative
market impact is usually more short term.
That said, we really are off the map with
this virus, we have never before seen any-
thing like it in modern history. But, we are
hopeful that the recovery follows the same Above: Featured in our 2020 Commercial
pattern as other pandemics. Flooring Product Guide, Armstrong’s
MedinPure with Diamond 10 Technology
FT: What is your outlook on Coating is a PVC-free homogeneous vinyl
construction? sheet alternative that integrates science,
technology, and design to advance quality of
Nash: Luckily, even under the new poli- care in healing environments.
cies set in place, the construction industry
has been deemed essential so work has
not come to a halt. With a huge push for During this unprecedented year, flooring
commercial construction work to continue, manufacturers have been working hard
OSHA has come out with safety measures behind the scenes to keep showrooms
that have been put in place during this and A&D partners flush with beautiful
time. I am hopeful that these new guide- products to use in their projects. In our
lines will aid in minimizing the impact to commercial flooring product guide, we
these construction businesses as much as highlighted some of the hottest introduc-
humanly possible, while also increasing tions launched by our creative and deter-
personal protection and safety. mined friends in the industry this year.
23c December 2020 + floortrendsmag.com

6. COVID-19 Cares Act Provides this reason, she needs floors at a variety
Tax Break for Commercial Flooring of price points, low to high, to satisfy the
Investments diverse clientele.
The Coronavirus Aid, Relief, and
Economic Security Act contained several She inherited the insurance program
tax breaks designed to help businesses through the previous owners, answering
and workers get back on their feet as the call for replacement floors needed
quickly as possible. Included within this from fires and floods.
legislation is a new tax benefit for renovat-
ing or improving business properties. “Through the recession, insurance is
what kept the doors open.”
This new benefit is available for any
business that makes an investment in the
interior of its building space before Dec.
31, 2022. Assuming all other requirements
are satisfied, investments in new flooring
should qualify for the new relief. For more
information on the tax benefits offered
through the CARES Act, please consult
your tax advisors.
5. Flooring Retail Insight:

Closing The Gap
When Kasee Vermeulen first started
working at Las Vegas Flooring in 2000,
she never anticipated she would one day
own the business. After moving to Las
Vegas, she became showroom manager
at the store. From 2002 to 2007 she Above: Kasee Vermeulen, owner,
worked with a variety of interior design- Las Vegas Flooring.
ers in the area and then returned to Las
Vegas Flooring in 2007 as the owner’s
assistant. She became estimator in 2011, Operating through this year’s coronavirus
partner in 2014, and bought the business pandemic, insurance is still keeping her
completely in 2018. doors open. In addition to her partnership
through USAA, she draws insurance work
The store sells about 70 percent hard from general contractors in the area who
surface, with private label tile and LVT get leads from All State, State Farm, and
leading the charge, and 30 percent soft others.
surface. Vermeulen said her point of dif-
ferentiation is insurance work, which Being a female in flooring, she says
accounts for about 40 percent of business, there are some unique challenges. “I
with the remaining sales coming from 40 would say people are still surprised when
percent commercial work and 20 percent they see me out of their job sites, but
residential, including custom homes. For I hear about a lot more female estima-
floortrendsmag.com + December 2020 23d

Left: The team at

Floorish includes
(from left) Matt Settimi,
Blake Powell, Cameron
Haughey, Dave Reiff,
and Jason Waggoner
(Not pictured: Nate
Roberts).
tors out there. Some say that men think The ICC Home team took on the
women are emotional, but I’m not an momentous task of compiling a library of
emotional person. I don’t run an emotional flooring-specific training content based on
business.” existing product knowledge, internal pro-
cesses, and general intel from seasoned
employees.
4. Training Software Helps Flooring
Retailers and Wholesalers Improve The outcome was Floorish, an online
Business content training platform powered by
Two years ago, ICC Home in Lessonly, an Indianapolis-based software
Indianapolis was experiencing a challenge provider.
common among independent specialty
retailers: high employee turnover, particu- The modules Floorish presents are
larly in the sales department. Employing aimed at building business, fostering
80 people across three locations, the ICC team culture, and developing consis-
team was using the type of training for tency among sales teams so that they
new employees that many retailers tradi- can earn veteran-level revenue faster.
tionally use: job shadowing combined with The online content modules also ensure
product knowledge presentations from a consistent communication no matter
variety of vendors. how many locations or employees. In
addition, the platform helps managers
“We realized we needed a formal training measure an individual’s success without
program, and we decided to modernize manual tracking, while improving cus-
the process through software,” said Cam tomer service and employee engage-
Haughey, co-owner, ICC Home. ment.
23e December 2020 + floortrendsmag.com

3. Suppliers Respond 2. Shaw Temporarily Suspends
to COVID-19 Many Manufacturing Operations
With the coronavirus situation remain- The COVID-19 pandemic led to the tem-
ing extremely fluid as it spread globally porarily suspension of many of Shaw’s
in March, U.S. suppliers responded to manufacturing operations in the U.S. in
the situation to give their employees and April.
customers guidance.
During these temporary shutdowns,
“At this time, we should all be focused sales, distribution, administration, and
on preparedness, precaution and pre- some manufacturing facilities continued to
vention, not panic,” said a statement operate to meet the needs of stakehold-
by Mohawk Industries. “At this time, we ers, including customers, associates, and
have had no instances of coronavirus at the communities where Shaw operates.
any facility in the U.S. Should the situ-
ation change, we have a response plan Additionally, while Shaw’s facilities were
in place and will update employees and shut down, the company continued to
customers with more information, as enhance cleaning protocols and social
needed. Through our internal commu- distancing practices, and further train
nication channels, we are encouraging leaders regarding how to best operate
our employees and their family members their facilities during these unprecedented
to continue taking preventive measures times.
based on the CDC’s guidelines. We are
confident that our customers are tak- Though manufacturing was temporarily
ing similar precautions and applying the shut down, Shaw remained hard at work,
CDC’s best practices within their estab- tending to community needs in the midst
lishments.” of the pandemic. The company received
a large request and a short turnaround
“Our associates’ health and safety is to help with a makeshift coronavirus
paramount while we continue to mini- hospital. This was no ordinary order:
mize potential business disruption for 60,000 square feet of resilient sheet
our customers,” said Mike Fromm, vinyl to be used in one of four temporary
chief human resources officer, Shaw hospitals being constructed to serve the
Industries. “We are providing frequent greater New York City metro area during
updates regarding travel policies and the COVID-19 pandemic. This order was
visitor protocols to help limit the spread specifically for the Westchester County
of coronavirus and other communicable Center, a large convention center in
diseases. Our associates are encour- White Plains, N.Y.
aged to avoid in-person meetings and
leverage other communications chan- In less than 48 hours from receiving
nels, such as Google hangouts, video the request, 60,000 square feet of floor-
conferencing, conference calls, etc., ing was installed. A building that usually
to minimize contact and avoid travel. houses basketball games, trade shows,
Further, our leaders are proactively and special concerts, now has a floor to
offering remote work opportunities when accommodate the sick and those in need
feasible.” as a result of COVID-19.
floortrendsmag.com + December 2020 23f

In less than 48 hours from receiving the Above: Daltile’s RevoTile.

request, Shaw provided 60,000 square
feet of resilient sheet vinyl to be used in
one of four temporary hospitals being con- The product installs in three steps: 1)
structed to serve the greater New York Place underlayment 2) Click together tiles
City metro area. and 3) Grout—RevoTile increases retail-
ers’ sales opportunities even more by
1. Daltile Introduces RevoTile opening up tile to the lucrative DIY market.
for Fast Installation
We started the year with the introduction “RevoTile also expands the applicable
of RevoTile, Daltile’s porcelain tile floating professional installation labor pool,
floor system that installs two times faster because this revolutionary system can
than traditional tile. be easily installed by any of a retailers’
available installers: tile, LVT, laminate,
“With RevoTile, the most beautiful, and hardwood installers,” said Scott
durable, and waterproof floor – porcelain Maslowski, senior vice president of sales
tile – is now just as fast and easy to install for Dal-Tile Corporation. “Daltile’s ground-
as any floating floor on the market,” said breaking RevoTile opens up a new frontier
Jonathan Studioso, senior architectural of sales possibilities for flooring and tile
representative for Dal-Tile Corporation. retailers.” ft
23g December 2020 + floortrendsmag.com

DID
YOU
KNOW?
YOUR FREE
SUBSCRIPTION
NEEDS TO BE
RENEWED
EACH YEAR.
RENEW NOW
FOR ANOTHER
YEAR floor
FloorTrendsMag.com
trends
#StyleStorieS
N
ature-inspired
designs continue to
drive interior design,
according to Candice
Olson, host of Toronto-
based home-makeover
shows Divine Design and
Candice Tells All.
“Interior design trends

like most trends—they
don’t just evolve in a
bubble,” said Olson, who
recently spoke at a SFN
(Shaw Flooring Network)
Live event. “They’re a
direct response to what’s
happening in society.”
For several years, we

have been on high speed,
Au NAturel focused on high-tech, and

addicted to mass con-
sumption.
“The pace and speed

and stress of it was tak-
ing a toll on people,”
Olson said. “We had seen
a huge backlash and a
major cultural shift—a
mass movement towards
health and wellness.”
This movement points

directly toward nature, our
connection to it and the
science of biophilia. See
how Olson interprets this
design shift for flooring.
Left: Interior designer

Candice Olson.

Flora, Fauna
1 & Natural Designs
Nature-inspired pat-
terns—think flora, fauna,
landscape patterns—that
can be realistic, stylized or
abstracted. Photo: Revival
ceramic tile in Aurora by
Shaw Floors.
Sea, Sand and Sky

2 With calm, soothing
nature-inspired palettes,
Olson leans toward sand,
stone, sea, and sky colors.
Photo: Translate PET carpet
in Biscuit by Shaw Floors.

#StyleStorieS
Artisanal Features
People gravitate toward artisan and
handcrafted—the perfectly imperfect look
of hand- versus machine-made. Photo:
Dynamic Vision peel-and-stick carpet
planks by Shaw Floors.

Natural Stone Looks
1 Natural stone—slate,
travertine, limestone and
marble—are popularly
choices. For more budget-
conscious alternatives,
consumers are looking
toward stone-look por-
celain, ceramic and vinyl
plank and tile. Photo:
COREtec Stone.
Wood and Wood

2 Looks
Natural wood and wood
looks marry beautifully with
soft surfaces. Chevron and
herringbone installations,
in addition to unique inlays
and borders, turn floors
into functional art in the
home. Photo: Old World
1 Herringbone in Hanover by
Anderson Tuftex.

PRODUCTS
Daltile’s Quetread &

1 Paver Collection for
Indoor and Outdoor Use
Daltile’s new Quetread &
Paver quarry tile collection is
durable enough for interior
and exterior use and suited
for commercial applications.
“Created for interior and
exterior floors, this new col-
lection delivers the needed
performance with the added
benefit of enhanced design,”
said Amber Leigh Martinson,
senior director of market-
ing for Dal-Tile Corporation.
“These new quarry tiles are
offered in a rich portfolio of
four on-trend, neutral colors
that are available in either a
smooth paver surface or a lin-
ear textured tread surface.”
1 daltile.com
Interface Introduces
2 Global Collection
Inspired by and manufactured
to respect nature, Interface’s
Embodied Beauty collection
features a range of carpet tile
designs, including the com-
pany’s first-ever, cradle-to-gate
carbon negative carpet tile in
three unique styles. In addition,
all seven styles of the collection
are carbon neutral across their
full product life cycle through
the Carbon Neutral Floors pro-
gram, aligning with Interface’s
Climate Take Back mission and
commitment to lower the car-
bon footprints of its products.
interface.com

Florida Tile Pushes
1 Boundaries with East
Village HDP
East Village HDP color-
body porcelain floor and
wall tile collection is a char-
ismatic line that boasts a
range of rectified formats.
Complemented by a dra-
matic, oversized waterjet-cut
hexagon, the line’s transient
variations of tone in an art-
ful, washed-concrete look
are found in each of the five
colors. “This collection has
a big personality,” said Mike
Vail, vice president of Florida
Tile’s branch division. “It
boasts an oversized hexagon
and large format 24x48-inch
field tiles that easily turn any
room into a showplace.”
1 floridatile.com
Torlys Expands
2 Marquee Laminate
Program
Torlys has expanded its
Marquee laminate program
with the addition of the Shore
Collection. Highlighting eight
new on-trend colors, many
of which have an embossed
texture (EIR), the collection
gives the floor a natural look
and feel. Designed with lux-
ury in mind, the wide planks
in Shore lineup will make a
statement in any room.
marqueefloors.com

A New erA
of optimism
What do we have to look forward to in 2021?
Flooring leaders share insight to what
they are gearing up for next year.
Mike Sanderson
Vice President
Marketing
Engineered
Floors
We are
very excited
about 2021.
Engineered
Floors is the fastest growing flooring
manufacturer in the world and we look
to continue to build on the success that
we have seen since our founding in
2009. Our ever increasing presence in
the digital arena will continue to build
the Engineered Floors brand, creating a
household name where when you think
flooring, you think Engineered Floors.
Michael
Freedman
President &
CEO
FloorFolio
We are hope-
ful that 2021
will eventually
bestow some sort
of “normalcy” not just to our industry,
but the world. With the events which
have transpired over the past year, we
are going to maintain our focus on digi-
tal advertising and continue to expand
in this direction. We plan on using digi-
tal ads to advance customer interest
on our products and drive traffic to our
website and social media platforms.

A New erA of optimism
John Rietveldt ahead, even with losing a month or two in

CEO the first quarter. No real business plan has
I4F year like this to help guide you through it,
so we all muddied our way, and the bright
We are extremely spot will be turning the page to 2021. We
positive. We have are all a little more seasoned with what
a lot of new stuff we’ve learned this year.
going on. We have
also used this time
to really accelerate
potential new technologies. We had so Russ Rogg
many brainstorm sessions and testing. President
Interesting new technologies taking every Metroflor
kind of our scope a little bit broader than
what it was and also going a little bit more The tariff impact
in the chemistry. We have been working on our business has
hard to expand the team. We have hired been pretty impact-
a new technical director in Belgium, we ful. One of the things
have appointed people in Shanghai, in that we’ve been
Vietnam, and we are announcing a new doing over the past 90 days, and it’s going
chief IP officer in Europe who is extremely to continue, but we’re managing a pretty
high level in IP litigation in Europe, to help significant shift of production from our pri-
us also navigate through all those tech- mary factories in China, to new alliances
nologies we have today. We have been in South Korea, Cambodia, and Vietnam,
enthusiastically growing new technolo- to provide our distributor partners with
gies or obtaining new technologies for products that can be sourced and procured
ourselves, and it remains a big job to map without the impact of the tariffs. That is
them over our clusters to make sure all something that is very bright on the horizon
those claims are complimentary. and will continue to have a positive influ-
ence on our business going forward.
Jason McSwain
President Scott Humphrey
McSwain Carpets & CEO
Floors & National WFCA
Flooring Alliance
The Zoom call
We are finding improves communi-
good ways to still cation, but it makes
be very cautious but you long for person
conduct business. to person commu-
The bright spot has been listening to the nication. We miss
number of members who have adapted that gathering of people, like places like
and have either been even or come out Surfaces. We are going to get back to

that in 2021. I think having the vaccine, creative ways to help our retail partners
having enough that have been vacci- engage with their customers in the digi-
nated—you will see the lingering effects tal space.
of masks and PPE, but the desire to get
back to normal is overwhelming.
Tim Blount
Business Leader
Bruce Burnett Zeftron Nylon
Vice President
of Franchise This year has
Development been a watershed
ProSource moment for the
Wholesale design community.
With the onset of the
We are positive pandemic, designers
with the growth of and facility managers have had to quickly
our new showroom shift their focus to public health concerns
openings—we continue to have lots of around social distancing, safety, cleanli-
interest in opening new showrooms, and ness, and creating wellness-focused com-
we have a pipeline of showrooms already mercial environments.
under construction into 2021. We’re for-
tunate on that side. Home remodeling At Zeftron, we’re proud to have pivoted our
activity is strong and our showrooms are marketing approach this year to best meet
responding to that. We are looking for- this new challenge. This spring, we began
ward to 2021. developing educational content around the
health and safety benefits of carpet, includ-
ing how it can improve indoor air quality and
how carpet wayfinding techniques are being
Carrie Edwards Isaac used in commercial spaces amidst COVID-
Vice President 19. In fact, we are publishing an e-book
of Marketing and that contains several of the research-
Brand Strategy, focused articles we’ve written about the
Residential Division health and safety benefits carpet brings to
Shaw Industries commercial spaces and the occupants of
those spaces.
Just as the pandem-
ic and business oper- With these efforts, we hope to illumi-
ations are ever-shifting, so are Shaw’s nate the safety and wellness benefits of
efforts to be a total solutions provider specifying carpet with a premium nylon
to our customers. Not only will we con- like Zeftron. We also hope to demonstrate
tinue to update the Retailer Playbook, the creative opportunities carpet offers
but we’re looking ahead to long-term designers to help them envision inspir-
opportunities for differentiation, such as ing commercial environments in this new
more influencer partnerships and other decade of evolving. ft

TRENDING TILE:
A LOOK AT WHAT’S DRIVING SALES
BY ANNA ZAPPIA
F
looring retailers and manufacturers are
starting to see an uptick in business,
even as they continue to adjust their
strategies during the pandemic. Long sought
after for both commercial and residential
interiors, tile leads sales now as collections
feature more choices than ever before—with
unparalleled designs to suit any application.
“We used to have light beige, medium beige,

and dark beige options. There were just a
few palettes, and that’s what simplified the
business. The tile industry has really become
a fashion industry. Today, it’s all about col-
ors, patterns, and sizes,” said Frank Arnone,
national sales manager, retail, Emser Tile.
Such sophisticated collections are helping

to keep sales robust, no easy feat in these
uncertain times. As projects resume and
budgets are increased, tile is being selected
to decorate a variety of spaces, from simple
powder rooms to expansive lobbies. Industry
professionals agree that because a range of
unique looks can be achieved with tile, it has
a distinct advantage over other flooring.
“I have been seeing more of what I call

‘mashups.’ The digital printing process in
terms of emulating stone, concrete, wood has
gotten so good. Manufacturers have almost
run out of materials and now they are creating
their own looks. If they can think it up, they
can make it,” said Katie Michael-Battaglia,
design director, Nemo Tile + Stone.
Arnone agreed, and said tile flooring has

become a front-and-center component that
can withstand heavy traffic. “It’s just amazing
how the technology has advanced. With ink-
jet printing and high-definition photography,
Left: Today, it’s all about colors, patterns, and

sizes, and Emser’s Borigni is a glazed body match
porcelain with an industrial, urban aesthetic that
is meeting design trends.

there really isn’t any look you can’t create. Chris Cosentino, president of Hadinger
We can even develop a tile that looks like Flooring, a retail store in Naples, Florida.
carpet, and it will hold up.”
The larger tiles create an expansive
The large-format tiles are in demand, feel, which customers crave as they con-
in stone styles from travertine to marble. tinue to spend more and more time at
“The large-format tiles, we’re talking 24 home. “We’re seeing the large formats
x 48, 48 x 48, are selling. People want a in Carrera. In a residential master bath,
marble or granite look with a high polish. you’re seeing that white marble tile,” noted
It’s lighter, brighter, and cleaner,” said Mark Shannon, executive vice president of
sales at Crossville.
Facing Page: Emser Tile’s new Sterlina line Bigger is not always better, especially for
blends the look of classic marble with an urban installers, who can find the larger sizes to
touch of concrete, available in a matte and be problematic. Cosentino, a former tile
polished finish.
setter, explained that workers with proper
Above: Nemo Tile + Stone presents the Reef training are meeting the demand, which
collection, a line of tile that can be used on the shows no sign of slowing. “Those larger
floor or wall to enliven any space. tiles are not easy, they can be a chal-

Trending Tile: A look AT WhAT’s driving sAles
Florida Tile’s new

Emotive collection
is an expressive line
of colorful ceramic
wall tile that inspires
expression.
lenge. They take some skill to set, but central database that’s accessible to our
they are really popular right now.” sales organization, from technical informa-
tion to product launch presentations. Our
“We’re seeing a lot more in the large teams have all been trained on various
formats, 40x40, 48x48. The larger tiles platforms, and now everybody’s using
were slow to catch on here in the States them on a regular basis.”
because of the installation factor more
than anything, but I think that the installers Michael-Battaglia said that Nemo Tile +
are becoming more comfortable with it,” Stone’s improved website was designed
Michael-Battaglia added. to provide both data and inspiration to
their clients, from contractors to devel-
Many in the tile industry were forced to opers. “We actually launched a new,
embrace a modern way of working when enhanced website so that everybody can
the pandemic took hold, to ensure cli- get technical information, photos, and
ent satisfaction and keep sales steady. brochures. Then we launched a visualizer
Shannon said it’s what has helped tool. We have room scenes where you
Crossville to stay on track and meet their can upload your own photos, and create
company objectives. layouts. You really get to play.”
“We went to digital platforms immedi- While technology helps to generate busi-
ately. We moved all of our content to a ness, ultimately, tile’s selling point is that

it lasts and can actually add value in the Above: MSI’s Praia Crema Arterra porcelain
long run, giving customers incentive to pavers are suitable indoors and outdoors for
both residential and commercial projects.
spend more on flooring. “Tile is about lon-
gevity. If it’s installed properly, it can last
for 20 years. Investing in the floor is going will be just as sought after. “Even before
to help increase the value of your prop- COVID-19, people were spending more
erty,” Arnone explained. time in their houses and in their back-
yards. They’re focusing on the design of
Cosentino concurred, and noted that the those outdoor areas, whether it’s putting
lasting quality is another benefit of the in pavers, tile around the pool, or choos-
larger sizes. “There are less grout joints ing a barbecue island with a combination
on the floor or the walls when you have of stone and tile. Our dealers are inquiring
bigger tiles. So, you can actually see the about tile flooring that goes from inside to
beauty of the tile without the grout clut- outside, and I think it’s going to be a big
tering everything up and getting dirty. growth category for us.”
Stone, porcelain, and ceramic products
really do add value to your home. You He added that customers appreciate the
know that you are going to get those versatility of tile that can be used for inte-
dollars back. I think that’s kind of what’s riors and exteriors, and manufacturers are
driving it.” poised to deliver even more. “There are
Indoor tiles continue to sell well, and so many choices today. It’s pretty exciting
Arnone predicted that outdoor options to see how our industry has evolved.” ft

HealtHcare Fast-track
New coNstructioN
By Blake Grimsley, siGnature FloorinG, inc
T
his $65 million healthcare
project included an ambula-
tory surgery center and med-
ical office building on a three-story,
90,000-sq.-ft. campus in Irwindale,
California. The facility was specifi-
cally designed to incorporate new
models of care by using concepts
which leveraged existing and new
information technologies, efficient
space designs, and operational
workflows to provide a high level
of service and convenience that is
meaningful to both members and
the community. Additionally, the
Irwindale facility houses 38 provid-
er offices, 58 exam rooms, podia-
try, gastroenterology, ophthalmol-
ogy, ambulatory surgery unit, phar-
macy, laboratory, radiology, and a
gastroenterology procedure lab.
As a fast-track new construction

build-out, this project required spe-
cific attention to concrete moisture
mitigation related to vapor emis-
sions and floor preparation. The
concrete had to be shot-blasted
and a two-part, solvent-free, low
viscosity epoxy to protect against
moisture related issues was used.
Prefabricated wall partitions

were used throughout the building
to eliminate the need for stan-
dard drywall and taping over 90
percent of the site. Because of
this prefabrication, all moisture
sealing, prep and flooring installa-
tion needed to take place before
Left: Prefabricated wall partitions

were used throughout the building
to eliminate the need for standard
drywall and taping over 90 percent of
the site.

HealtHcare Fast-track New coNstructioN
Left: This healthcare

facility houses 38
provider offices, 58
exam rooms, podiatry,
gastroenterology,
ophthalmology,
ambulatory surgery
unit, pharmacy,
laboratory, radiology,
and a gastroenterology
procedure lab.
Left: The $65 million

healthcare project
included an ambulatory
surgery center and
medical office building
on a three-story,
90,000 SF campus in
Irwindale, California.
any localized partition walls were in place. palettes.Tarkett’s Linewave carpet tile
While this can contribute to overall pro- was installed, interspersed with Shaw’s
duction efficiencies, it also created coor- Drift style in the patient waiting areas
dination challenges to locate and isolate and providers’ offices. Because Tarkett
where floor materials and intersections product lines are designed to effortlessly
were to occur. work together, a Duracove wall base that
complemented the linoleum and carpet tile
With the specific nature of the health- was installed as well. This color coordina-
care providers material standards of PVC tion across several flooring product cat-
free materials only, CO Architects speci- egories also made it easier to maintain the
fied Tarkett’s Harmonium Lenza linoleum brand standards and achieve the desired
sheet flooring from two different color aesthetic of this healthcare provider. ft

FLOORING SALES TIP BY BUDDY WISDOM
CREATING LIKEABILITY
Through Objections: Part II
I
n the last issue we discussed how may feel the desire to defend their reason-
objections are opportunities to be more ing, and the buyer may become even more
effective by uncovering the questions entrenched in their original beliefs.
and thinking of the customer. When your
prospect expresses a concern, think of The art of cushioning helps solve this
them as reasons to continue selling. In dilemma and is a crucial step in the
this issue, we discuss more ways to man- objection strategy. Cushioning is simply
age objections by breaking down the cus- a linking statement that acknowledges
tomer’s resistance. that what the customer says or feels is
important and appreciated. Cushioning
Once an objection has been isolated and is empathy-based and meets the human
appraised, we must offer a solution, but condition of feeling understood. Use these
without proving the buyer wrong or seeming supporting dialogs each time your cus-
insensitive to needs. Otherwise, customers tomer says something that shows her rea-

Flooring SaleS Tip
soning or brings up a point that needs to is valid. If it is, then we must acknowl-
further discussion or clarification. edge this truth and provide a better solu-
tion. If you truly believe the objection is
Realize that cushioning does not neces- not valid, then we need to give further
sarily mean we agree with the customer’s information in a way that does not make
statement. The purpose of cushioning the customer feel ridiculous or they are
is to demonstrate to the customer that not being taken seriously. Again, the last
their concern was understood and signifi- thing a customer wants to be told is they
cant. As an opposite example, suppose are wrong.
our customer raises an objection. Then
suppose we say something like, “Ms. Before we move forward, let us first be
Customer, that’s not so. You are crazy clear. An objection is really about fear—a
to think that.” Obviously, even if we do fear of buying. A fear that they are making
not agree with the customer, we would the wrong decision. A fear that our prod-
not answer her objection in that way. Our uct will not meet their design or functional
goal is to avoid conflict and find a point needs. Are they are spending too much?
of understanding and harmony between A fear of how others will judge their deci-
the customer and ourselves before we sion. A fear of change.
address the objection. “Great point! I’m
glad you brought that up!” Begin your resolution with the end in
mind. Start every customer resolution with
Salespeople who omit the cushioning one simple internal question, “What is the
step may unfittingly use “but” or “yea, but” desired outcome?” Your answer sets the
as a transition to answering a concern. tone for resolving the situation efficiently
“But” or worse, “yea, but” statements while working within the realm of what is
negate your empathy and may seemingly possible. Of course, we want to make the
contradict the customer. As an example of sale, but to be successful at this, we must
what I am saying, consider this objection, envision the customer’s desired outcome
“Your price is considerably higher than I as well as our own. If we are honest about
expected.” Solution statement, “Yea but, our appraisals, it can be surprising how
we offer affordable financing.” Instead try, fair-minded and thoughtful customers can
“To help you with that, we offer affordable be while taking their own personal inter-
financing.” ests into consideration.
Our next step is to address the issue. Do not use long-winded responses, as
This is where salespeople sometimes get they may make you appear insecure.
scared. They have not taken the time to Keep your responses clear and to the
know and rehearse the pros and cons of point. Please do not wing it either—buyers
their products. To resolve this, consider will sense this, and that creates doubt and
making a list of common objections along distrust.
with insightful solutions. Gain product
knowledge by checking with your manage- To make sure your solution or explana-
ment, colleagues, literature and manufac- tion has been understood and does not
tures. Be resourceful. linger as a critical issue, we must get
agreement on critical issues. In other
Before we address an objection, I think words, we should not assume the cus-
we must first ask ourselves if the concern tomer agrees or understands every point

we make. Therefore, after answering you! Together, these confirming queries
an objection, you might conclude with put you on common ground and make you
questions which ask for feedback such the trusted advisor while constructively
as, “Will that meet your needs?” ... “How controlling the direction of the sale.
does that sound to you?” ... “What are By resolving sales objections in the right
your thoughts about that idea?” In doing way, we strengthen our relationships with
this, we are making the customer the our customer. Properly solving objec-
final consultant. tions helps ensure that our conversations
stay positive, focused, and consultative.
Caveat: Be careful with confirming ques- Our ability to manage objections correctly
tions such as, “Does that make sense?” allows us to move forward in a non-con-
Or “Does that clarify things for you?” as frontational way. ft
these concluding questions may appear
condescending to certain people.
Finally, to avoid any chance of receiv- Buddy Wisdom has more than 35 years of
ing a false “yes” on important points, wholesale and retail sales experience. He is
you might add, “Is there any part of your the author of Selling Retail Floorcovering - A
Humanistic Approach (2015 Edition) http://
concern that you feel is still left unad-
www.lulu.com/shop/buddy-wisdom/selling-retail-
dressed?” If she stills says “no,” we move floorcovering-a-humanistic-appropach-a-complete-
on. Remember, objections buried alive 10yr-write-over/paperback/product-22165170.html
never die; they just come back and haunt He can be reached at budhurd1@gmail.com.
RENEW NOW!
CLICK HERE FOR
ANOTHER YEAR
FREE
floor
trends
A RISING TIDE BY MATT KETTERMAN
GOAL SETTING
A Conversation with Matt Ketterman
R
ecently, I was asked several ques- year’s accomplishments and progress,
tions about goal setting. I mentor I sit down on the beach in December
several people and one of my men- and script out my desired outcomes for
tees asked a few thought-provoking ques- the following year. This helps shape the
tions. Since she was curious about goals goals. The annual goals are then broken
and goal setting, I figure you all may be as down into smaller chunks in the form of
well. monthly, weekly and daily goals.
Q: Do you use long-term goals to set Q: Where do you place your goals?
up your short-term goals? Ketterman: Great question! I place
Ketterman: Absolutely! I set annual my goals in a clearly visible place in my
goals around the end of each calen- home, my walk-in closet, at eye level,
dar year. After reviewing the previous this way I am forced to look at the goals
45a December 2020 + floortrendsmag.com

of having time to rest, we must make time
to rest. I speak from experience. I had a
running streak of 8,700 consecutive days
of running at least one mile per day, with-
out missing a single day. You are correct.
That is 23 years without a rest day. During
that streak, I looked forward to going to
the dentist and barber just to be still for
an hour. When the streak finally came to
an end, taking a rest day was harder work
than working out. It was, however, the
best thing for the body. Your phone needs
to recharge. Your car needs to refuel. So
does your mind and body. Take breaks
and take rest, and I promise you, your
performance will improve.
Q: Have you ever set a goal and not

reached it?
Ketterman: Of course. If you hit every
goal, every time, you are simply not set-
Matt’s running streak is something that brings
ting your goals high enough. Goals that are
people together. An annual 10k run raises
around 70,000 meals each July. always reached are a fancy to-do list. Set
goals that make you dig deeper, reach fur-
ther and take you out of your comfort zone.
daily. As headway is made, I make notes
and update progress directly on the goal Q: What was your reaction to not
sheet. Your mind likes to see progress. To reaching your goal?
get to where you are going, you need to Ketterman: Disappointment at first. It
know where you are. Taking small bites is very disappointing to miss a goal in
out of the elephant allows you to feel less some cases. Other times, I just reboot,
overwhelmed and more in control. reflect and reset the goal for the next
month. It is very important to take a little
Q: How do you prevent yourself from time to reflect—not dwell—on your last
becoming burnt out? few months. You go to the doctor to get
Ketterman: Recharge! To achieve peak a physical to check-up on your body and
performance, you must: mind. The same is true for reviewing your
goals. Life sometimes causes you to mod-
• Take little breaks during the day ify. Make adjustments, not excuses! It is
• Take a rest day every 7-10 days perfectly fine to pivot once in a while. The
• Take an extended time off at least once key is to keep moving. Good luck!
per quarter
As always, feel free to email your com-
I know what you are thinking. Rest? ments, ideas, and suggestions to me at
Who has time for rest? It is not a matter mketterman@gotyoufloored.com. ft
floortrendsmag.com + December 2020 45b

Case study: anderson tuftex
anderson tuftex is making its mark on 2021
Anderson Tuftex is making its mark on nuances of craft — nature’s alluring asym-
2021, with timeless and intentional new metries, the artisan’s expert touch, the fin-
products designed to highlight the Maker — est details and the most dramatic changes
the intrinsic call to bring one’s vision to life. — to enlighten the timeless art of making
a house a home.
The Maker’s personal touch always
leaves its mark. We design with intention. We craft with
care. In our own ways, and together, we
When we create, every act brings about are all makers.
a beautiful shift. Raw materials become
a finished work of art. Over time, our liv- Meet Our Makers:
ing spaces transform, too. They become “Maker celebrates the designer, the art
places of comfort, respite, work, play and and the skill in creating beautiful products
a way to express our truest selves. for the floor,” said Lisa Lux, maker and
director of R&D, A/T.
That sense of individuality is evident
in the dynamic variations of hand-hewn “When I design, I aspire to make hardwood
hardwoods, thoughtfully selected fibers, products that captivate the customer,” said
bespoke designs and precise workman- John Crews, maker and director of product
ship of Anderson Tuftex flooring. As design, A/T. “I believe we’ve achieved this in
Makers, our designers explored the many our 2021 hardwood introductions.”

Case study: usFloors
deck the WaLLs!

This December, wow your custom- RSAs, COREtec on Walls gives your
ers with the possibility of a brand new customers:
accent wall to set off their holiday deco- • Creative Freedom - Choose from a vari-
rations or new home office, COREtec- ety of styles and colors
style. As one of the flooring industry’s • Easy Installation - Install it with just a
leading innovators, COREtec celebrates few simple tools
originality. And now, we’re giving people • Durable Style - Achieve a great look that
a fresh, new way to express their own lasts
original style – with COREtec on Walls.
Interior designs can now go vertical with Consumers can choose from COREtec
COREtec planks in a range of unique Originals*, COREtec PRO and COREtec
colors and looks. Wood styles (*except Premium and
Grande) for wall installations. New Wall
Imagination really is the limit. Cover a Install CompleteBond adhesive (Selling
wall with COREtec to create a stunning Style: #WIC07) is now available.
room accent or the perfect backdrop for
a home office or festive holiday scene. We also encourage RSAs, as COREtec
Design beautiful patterns that are truly brand advocates, to be Original and get
one of a kind. No matter where creativity creative with COREtec wall installations in
takes them, people will enjoy the same their showrooms. Get crafty this season
great benefits of COREtec floors – styl- and share your favorite COREtec on Walls
ish, durable and 100% waterproof. pics with us on social media! #yesCOREt

Case study: mapei
mapei’s large-and-heavy tile mortars

with High transfer technology™
Three highly-versatile mortars have joined • Easy mixing, handling and troweling
Keraflex™ Super – Keraflex Plus, Keraflex properties
RS (rapid-setting) and Keraflex SG. Keraflex • Ideal for edge-leveling clip applications
mortars are perfect for large-and-heavy-
tile installations on floors, walls and coun- Where to Use
tertops. These polymer-modified mortars • Most interior/exterior residential
share the outstanding trait of high transfer of installations on floors and walls
material to the backs of tiles while retaining • Most interior/exterior commercial
impressive non-sag / non-slump properties. installations on floors
• Most interior commercial installations
The Keraflex mortars are easy-to-mix and on walls
easy-to-trowel, requiring less effort and cut- • For use in tub surrounds and showers
ting application times. They can be applied • For use over exterior-grade plywood
over uncoupling, crack-isolation, sound- • Installation of ceramic and porcelain tile,
proofing and waterproofing membranes. quarry tile, pavers and Saltillo tile, as well
as most types of marble, granite and natu-
Features and Benefits ral stone
• High-Transfer Technology™ for superior
mortar-wetting properties For more information, visit https://www.
• Extra smooth, creamy consistency for mapei.com/us/en-us/products-and-
ease of application solutions/in-the-spotlight/keraflex-mortars.

CASE STUDY Tarke
Tarke FiberFloor®
Tarkett is adding 28 new designs to its lated, physician-led certification that
FiberFloor® residential luxury sheet vinyl helps consumers make informed choices
flooring collections, giving homeowners about products that impact their lives.
access to the latest design trends in prod- This certification accounts for the total
ucts that surpass the industry’s most strin- installation (product and adhesive) and
gent health and safety standards. the ability of a product to be cleaned
to minimize the number of allergens
The new designs are available across released into the environment.
Tarkett’s Fresh Start™, Easy Living™ &
Lifetime® collections and include trend- “Customers have a renewed interest
forward encaustics, captivating woods in their health and wellbeing, now more
and beautiful marble and stone looks. than ever,” said Katie Szabo, product
Like all Tarkett Residential FiberFloor manager, Tarkett North America “Tarkett
products, the new designs have been FiberFloor’s Asthma & Allergy certifica-
certified asthma & allergy friendly® tion is unique and gives homeowners an
by the Asthma & Allergy Foundation effortless way to add beautiful, on-trend
of America. The Asthma and Allergy design to their homes while also keeping
Friendly Certification program is a regu- their family’s health in mind.”

Case study: MsI
Everlife™
LUXURY VINYL TILE
everlife™ LVt by MsI – the beauty of wood

with the durability of LVt
The hospitality industry is creating beautiful, economic,
and long-lasting spaces with Everlife™ LVT.
MSI delivers solutions that are in flooring distributor in America — com-

demand. Proven in durability with a 20 bined with best-in-class ASTM testing
mil wear layer and patented CrystaLux performance in sound, slip-resistance,
technology, Everlife™ endures commer- flammability, and safety. One wet zone at
cial applications, and heavy foot traffic. a time, these H20-friendly luxury vinyl tiles
Our product is 100% waterproof and is redefines the concept of worry-free floors.
easy to maintain for lasting beauty. Top-rated vinyl plank flooring certifications
include FloorScore, GreenGuard Gold,
From hotels to homes, the Everlife™ and USGBC LEED.
LVT collection also features an easy-
install locking system for simple installa- Visit www.msisurfaces.com to view the
tion with easy replacement and coordinat- Everlife™ LVT assortment and to browse
ing trim pieces. all MSI surfacing products - from wall
tile, mosaics to countertops and floor tile
We’ve got it handled. Kid-proof, pet- offered by MSI.
proof, and low-maintenance, Everlife™
LVT is offered in a variety of on-trend
wood looks. Provided with industry-lead- Above: Wyndham Garden, Alexandria, LA
ing warranties — backed by the largest – Everlife™ LVT Prescott Katella Ash

CASE STUDY FloorFolio
Musician’s Studio Features EnviroQuiet LVT

Los Angeles-based drummer Neal EnviroQuiet LVT—an acoustical flooring
Daniels was used to traveling months on solution that cost him a quarter of what
end to tour with artists like LP, Liz Phair, the subfloor project would have cost.
Booker T. and Rachel Platten. That travel
was cut short with the coronavirus pan- EnviroQuiet LVT provided a 3mm vinyl
demic, and Neal found it imperative to cre- plank that is permanently attached to a
ate a home-based recording studio to hold 3mm acoustical rubber underlayment dur-
remote drum sessions. ing the manufacturing process. With a
simple one-step installation, Neal said this
His studio needed to preserve the sound was an “easy solution with no mess and
quality of his music while mitigating sound looks great!”
emission to those around him.
Additionally, EnviroQuiet resolved his
“Drums are loud,” Daniels said. “I share concern about sound.
one wall in my entire townhouse and that
wall is shared with a wall in my drum studio. “It eliminated 90% of low-end frequen-
I needed a way to decrease the amount cies coming from my drums,” he said.
of sub frequencies that travel through the “The kitchen is directly under my studio
floors and walls from playing drums.” which used to be the loudest area in the
house, and now it’s the quietest.”
He researched building a subfloor so
that low frequencies wouldn’t encroach his
neighbors, but at $6,000 he found the cost Above: Enviroquiet LVT allows Daniels to play
was prohibitive. Instead, he discovered drums loudly without bothering his neighbors.

Case study: engineered Floors
eNsIGNIuM brings the power of nature into the home.

While Engineered Floors is well known tion. There is no paper film covering the
in the soft surface category, this recent plank giving the illusion of real wood, but
arrival into the world of hard surface rather the clean grains, natural wood feel,
looks to build upon that reputation of and natural colors are engrained directly
unparalleled performance and aesthetics. on each plank. Each distinguished grain
ENSIGINIUM, the new rigid core collection looks and feels like the real grain from a
from Engineered Floors Hard Surfaces, is tree without the worry and maintenance of
the next step in what can be expected in actual wood. The clarity in the visual is two
premium hard surface flooring. times that of regular printed film.
ENSIGNIUM disrupts the industry’s Protecting these beautiful wood prints is

coequal rigid core segment and offers a our Evertuff coating which is AC4 rated
unique waterproof product with unmatched and suitable for both residential and com-
quality and natural aesthetics. Unlike other mercial applications. Evertuff has a matte
collections, ENSIGNIUM’s low repeat wood finish giving the product a more natural
patterns are digitally printed directly on each look than that of a glossy film. For natural
planks’ rigid core. This detailed aesthetic beauty coupled with unparalleled tough-
is achieved by using ultra-high definition ness, look no further than Engineered
scans of real wood planks. This low repeat Floors Hard Surface. ENSIGNIUM brings
allows for a much faster, easier installa- the power of nature into the home.

Learn&Earn
Right FlooRing, Right Building
Selecting the best-fit acoustical flooring solutions for today’s diverse building portfolio
Sponsored by:
Earn all of your continuing Education crEdits frEE onlinE!

You can access this and many other continuing education courses on the Architecture
+ Construction Continuing Education Center at ce.floortrendsmag.com.
Earn: 1 aia lu/HsW; 1 idcEc cEu/HsW; 0.1 iacEt cEu; 1 PdH
This course is approved by the American Institute of Architects (AIA) and the International Association
for Continuing Education and Training (IACET) to offer continuing education credit and also qualifies for
Professional Development Hours (PDHs). This course may fulfill CIDQ’s certificate renewal requirements
for continuing education. Jurisdictional requirements may differ so if you reside/work in a regulated
jurisdiction, please check with your regulatory board to ensure compliance with its continuing education
requirements. Simply complete the course and pass the short quiz to earn your credits. Most states
accept AIA and IACET credits for professional continuing education requirements. Check your state
licensing board for all laws, rules and regulations to confirm.
Earn free cEus at ce.floortrendsmag.com

Ad index
Company name pg. no. Company name pg. no.
Anderson/Tuftex ........................................... 9, 46 Stainmaster ........................................................ 7

www.andersontuftex.com www.stainmaster.com
Engineered Floors ...................................... 52, 56 Tarkett ........................................................ 19, 49
(866) 706-9745 www.tarkettna.com
www.dwcarpet.com Union Tool ....................................................... 55
FloorFolio.................................................... 23, 51 (574) 267-3200
(800) 671-1124 www.uniontoolcorp.com
www.floorfolio.com US Floors ................................................... 13, 47
Lignomat USA ................................................. 15 (800) 250-6690
(800) 227-2105 www.usfloorsllc.com
www.lignomat.com Wagner Meters ................................................. 11
MAPEI .......................................................... 3, 48 (800) 634-9961
(800) 426-2734 www.wagnermeters.com
www.mapei.com
MSI ............................................................... 2, 50
www.missurfaces.com Editor’s Note. The Advertiser’s Index is provided
Q Floors ............................................................ 45 as a service to our readers. No liability is created
(801) 563-0140 by nor accepted for any inadvertent errors or
www.qfloors.com omissions.
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FloorTrendsMag.com trends
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Our Roller Coaters apply a controlled and consistent amount of adhesives

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Single machines of Full Lamination Production Systems are designed
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574-267-3211
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Hap p y Holida y s!
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WiFi-enabled Programmable Non-programmable

MAPEI now offers the most versatile and

• Mapeheat Cable (available in 120 V and 240 V)

For more information, visit www.mapei.us

Trending Tile: A Look at

4 December 2020 + floortrendsmag.com

• Goal Setting: a Conversation

FLOOR TRENDS (ISSN: Digital 2168-006X) is published 12 times annually, monthly,

floortrendsmag.com + December 2020 5

for 2021—Get Ready!

Group Publisher: David A. Madonia

Associate Publisher & Editorial Director

due to COVID-19. In the Multimedia & Digital Content Editor:

6 December 2020 + floortrendsmag.com

A DIGITAL RENAISSANCE FOR FLOORING RETAILERS

8 December 2020 + floortrendsmag.com

Floorstores.com is a consumer-facing Looking at FlooringStores.com, retailers’

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• Simplest F2170 Test

floortrendsmag.com + December 2020 11

Stay up to date with valuable training materials

C. Environmental Impact of Materials: Floor Finishes - $60.95

Contact Katie to order: 248-244-1275 or zarrillik@bnpmedia.com

12 December 2020 + floortrendsmag.com

TF: I noticed that the organization just

Saunders: The first one will be sam-

14 December 2020 + floortrendsmag.com

floortrendsmag.com + December 2020 15

Fabulance to the Rescue

The former Air Force veteran, who used to transport

Katie Rork, Floor Trends’ multimedia and digital con-

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Donations Needed! Give today at fcif.org

Daltile’s New shop-in-shop Experience

Left: The streamlined shop-

18 December 2020 + floortrendsmag.com

© 2020 Tarkett North America

Pentz PrePares for

20 December 2020 + floortrendsmag.com

Builder Market Garage Upgrade:

LifeTiles are aimed at the builder

floortrendsmag.com + December 2020 21

ProSource of Ocala Franchisees

Left: ProSource of Ocala,

22 December 2020 + floortrendsmag.com

Introduced with five durable, scratch

floortrendsmag.com + December 2020 23b

FT: How is Laticrete staying positive

Above: Ron Nash, Laticrete’s senior vice 7. 2020 Commercial Flooring

FT: Unlike the recessions of 2008 and

23c December 2020 + floortrendsmag.com

5. Flooring Retail Insight:

floortrendsmag.com + December 2020 23d

Left: The team at

23e December 2020 + floortrendsmag.com

floortrendsmag.com + December 2020 23f

In less than 48 hours from receiving the Above: Daltile’s RevoTile.

23g December 2020 + floortrendsmag.com

“Interior design trends

For several years, we

Au NAturel focused on high-tech, and

“The pace and speed