National Floor Trends March 2011

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L VE March 11

Coverings 2011 section begins on page 26. See our ad on page 19

p. 10 Surfaces/StonExpo Wrap-Up: Industry Gearing Up for Brighter Year p. 38 Rubber Flooring Specs/Sales Tips p. 50 Flooring Emissions and LEED IEQ Credit 4.3

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(c) 2011 Faus Group. All rights reserved. Faus, Fausfloor, and Real Floors for Real Life are trademarks or registered trademarks of Faus Group. Circle 3 on Information Card

Vol. 13, No. 3

March 11

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National Floor Trends

NATIONAL FLOOR TRENDS Volume 13, Issue 3 (ISSN 1521-8031) is published 12 times annually, monthly, by BNP Media II, L.L.C., 2401 W. Big Beaver Rd., Suite 700, Troy, MI 48084-3333. Telephone: (248) 362-3700, Fax: (248) 362-0317. No charge for subscriptions to qualified individuals. Annual rate for subscriptions to nonqualified individuals in the U.S.A.: $115.00 USD. Annual rate for subscriptions to nonqualified individuals in Canada: $149.00 USD (includes GST & postage); all other countries: $165.00 (int’l mail) payable in U.S. funds. Printed in the U.S.A. Copyright 2011, by BNP Media II, L.L.C. All rights reserved. The contents of this publication may not be reproduced in whole or in part without the consent of the publisher. The publisher is not responsible for product claims and representations. Periodicals Postage Paid at Troy, MI and at additional mailing offices. POSTMASTER: Send address changes to: NATIONAL FLOOR TRENDS, P.O. Box 2145, Skokie, IL 60076. Canada Post: Publications Mail Agreement #40612608. GST account: 131263923. Send returns (Canada) to Pitney Bowes, P.O. Box 25542, London, ON, N6C 6B2. Change of address: Send old address label along with new address to NATIONAL FLOOR TRENDS, P.O. Box 2145, Skokie, IL 60076. For single copies or back issues: contact Ann Kalb at (248) 244-6499 or [email protected].

16 10

Surfaces Wrap-Up: Industry Gearing Up for Brighter Year Show goers at Surfaces 2011, said the industry is ready to move on from the recession. Many exhibitors reported an uptick in booth visits, and said their retailer customers are starting to invest in products and programs again.

On The Cover: Pictured is Marazzi USA’s Percorsi through body porcelain tile. The product features bold, textured surfaces and a unique chromatic earthen effect, and is offered in a wide range of rectified field and modular sizes as well as mosaics. Photo courtesy of Marazzi USA.

38

Rubber Flooring Specs/Sales Tips

50

Flooring Emissions and LEED IEQ Credit 4.3

4 ● March 2011 I www.ntlfloortrends.com

Columnist Dave Stafford shares his insights on how to specify, sell and install rubber flooring. The product’s versatility allows it to be used in a wide range of commercial applications, from bowling alleys to gym floors and hospitals.

In this month’s guest column, GreenGuard’s Henning Bloech and Maria Rutland give an overview of LEED’s Indoor Environmental Quality Credit 4.3, the requirements to qualify and a look at the different compliance paths to achieving certification.

More realistic than natural travertine. Archaeology by Marazzi. See it to believe it. Treasures from the past inspire Marazzi’s Archaeology, a luxurious travertine look recreated using the latest advances in digital print technology. Four realistic color ranges – amber, cream, silver and walnut – are further enhanced by multiple decorative mosaic choices. With ARCHAEOLOGY, today’s installations become future historic sites.

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www.ntlfloortrends.com

32 8

Editorial Comment

16 Laminate Floors Evolving with New Styling, Technology 22 Designs in Style – Ceramic, Porcelain and Natural Stone 26 Coverings 2011 Preview 32 Ceramic Tile & Stone Products 34 Art of Retail Management - Know Your Customer and Get Personal

Group Publisher Phil Johnson • [email protected] Editor and Publisher Jeff Golden • [email protected] Associate Editor Michael Chmielecki • [email protected] Tile & Stone Editor Arpi Nalbandian • [email protected] Products Editor John Moore • [email protected] Sr. Art Director Rick Arvidson • [email protected] Production Manager Jennifer Allen • [email protected] Columnists: Sam Allman, Annette Callari, Christopher Capobianco, Len Daubler, Dave Gobis, Reggie Hill, Randy Prewitt, Dave Stafford, Ray Thompson Jr. In Memoriam: Howard Olansky 1928-2006

Publishing and Sales Office: 22801 Ventura Blvd. Woodland Hills, CA 91364 Phone: (818) 224-8035, Fax: (818) 224-8042 Western Regional Manager Dan Lipman • (818) 224-8035 x 2206 Southern Regional Manager Scott Daniell • (770) 788-6377 Northern Regional Manager Keith Parry • (973) 248-6097 Classified Sales Manager Sharon Ward • (847) 405-4017 Turkey Hilmi Zafer Erdem • 90-0212-257-76-66 • e-mail: [email protected] Brazil Lazzaro Menasce • +55 (11) 3822-4422 • Fax: +55 (11) 3663-5436 UK/Europe/Asia Patrick Connolly • 44-170-247-7341• Fax: 44-170-247-7559 Italy Paolo Albertazzi • 39-059-686-123• e-mail: [email protected]

For advertising information, call (800) 835-4398.

42 Rubber Flooring & Accessories Gallery 44 Green Matters 45 News/People/Places/Events 47 Shaw Unity 2011 Wrap-Up 48 Focus on Resilient – Topical Discoloration 54 Products 56 Reader Action Card 57 Ad Index 58 Industry Q&A: Faus

On the Web: WONZ names three winners of Premier Partner sweepstakes Wools of New Zealand has named Steve Lewis of Lewis Floor & Home, Chicago; Brett Hemphill of Hemphill’s Rugs & Carpets, Costa Mesa. Calif.; and Dean Dodson, an agent based out of Folsom, Calif., as the winners of its Premier Partner sweepstakes.

CFI Installer Week called a success The ProSource of Milwaukee-sponsored CFI Installer Educational Week drew more than 127 installers last January.


Corporate Office: 2401 West Big Beaver Road, Suite 700 Troy, MI 48084 Phone : (248) 362-3700, Fax: (248) 362-0317 BNP Media Helps People Succeed in Business with Superior Information Corporate Directors Timothy A. Fausch Publishing John R. Schrei Publishing Lisa L. Paulus Finance • Rita M. Foumia Corporate Strategy Director Marlene J. Witthoft Human Resources Director Nikki Smith Directories • Michael T. Powell Creative Scott Kesler Information Technology Vincent M. Miconi Production Ariane Claire Marketing Emily Pattern Director of Conferences & Events Beth A. Surowiec Clear Seas Research Audience Development Christina Gietzen Audience Development Coordinator Kelly Carlson Multimedia Specialist Carolyn M. Alexander Audience Audit Coordinator List Rental Contacts Postal: Rob Liska 800-223-2194 x726 • [email protected] Email: Shawn Kingston 800-409-4443 x828 • [email protected] For subscription information or service, please contact Customer Service at: Tel. (847) 763-9534 or Fax (847) 763-9538 or e-mail: [email protected]

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L VE


E ditorial Comment I

by Jeff Golden, editor

Surfaces Exhibitors, Attendees Upbeat: Gone are the Sour Attitudes of Yesteryear

What a difference a year makes along with a rise in consumer sentiment.

S

Jeff welcomes your comments. He can be reached via e-mail at GoldenJ@ bnpmedia.com, or you can write him in care of NFT.

urfaces exhibitors and attendees expressed optimism about business and the industry in the coming months of 2011 and beyond. The Mandalay Bay Convention Center was a definite improvement for the show. Both show floor levels had high ceilings creating an open feeling. The low ceilings of the downstairs level are gone along with poor lighting and a cramped feeling. Surfaces always brings excitement to the industry and this year was no exception as the event was co-located with StonExpo/Marmomacc Americas. Attendees had an opportunity to see the latest floor covering, natural stone products and educational events together. Here are some of the products that will be in high demand by your customers: Bliss by Beaulieu’s HealthyTouch carpet collection made of polyester filament fiber; Mullican Flooring’s Meridian Pointe hardwood collection with the Aqua Shield moisture protection system featuring a mat to block moisture from below and a grooved construction to keep the floor flat and stable; Johnsonite Folio, a floral-design rubber tile; MAPEI’s Opticolor epoxy grout; and Quick-Step décorwood, a hardwood look fused to a hdf substrate. Healthier Choice’s Flexitions, a stainable flexible transition molding line, was named the Best New Product at the show. For more Surfaces show highlights and photos, see our story beginning on page 10. In memoriam: Albert Wahnon Condolences go out to the family of Albert Wahnon, founder and co-owner of Floor Covering News. Al passed away Feb. 1 in Plainview, N.Y. following a massive heart attack. He was 90 years old. Born on Feb. 7, 1920, Wahnon led a distinguished career in the military and floor covering industry.


Following service as a WWII paratrooper, he was editor and then publisher of Floor Covering Weekly from 1955 to 1986. In 1986, he founded Floor Covering News with business partner Michael Blick (vice president and publisher) and remained active in the business until his death as president, editor and publisher. “Al was my partner for 21 1/2 years and I will sorely miss him,” said Blick. “He was my friend and much more than a partner. We consulted on everything and as a team came to the right decisions for us and our business to grow.” “Al constantly gave back to the flooring industry,” added D. Christopher Davis, WFCA president & ceo, “always extolling everyone in the business to a higher standard, serving as a mentor and demonstrating his love for the industry and its people by his staunch support, service and enthusiasm for the Floor Covering Industry Foundation (FCIF), from its very beginning in 1980. I’ve never met anyone as passionate about helping people in the industry as Al and I feel honored to have been a recipient of his generosity of spirit, wisdom and experience.” In his 55 years of reporting, Al saw the floor covering industry grow and mature. He educated the entire floor covering industry – from retailers, contractors, installers, inspectors, cleaners, distributors, manufacturers and sales agents – with his prose and eye on the industry. Coverings show in Las Vegas Coverings (The Ultimate Tile + Stone Experience) is just around the corner with the show coming west to Las Vegas at the Sands Expo and Convention Center, March 14-17. Stop by the BNP Media/ National Floor Trends booth (L9) to sign up for a free subscription and receive a collectible NFT t-shirt. Current NFT subscribers can also receive a t-shirt by exchanging a business card. (Quantities are nft limited.) ●

HENRY® recognized as the #1 preferred adhesives brand by retail dealers for three years in a row! HENRY® has been chosen as the #1 preferred adhesives brand for the third year in a row in annual survey of retail dealers! HENRY® was also recognized in the last two biannual surveys of contract dealers ranking 1st and 2nd respectively. HENRY® has been a trusted dealer partner for over 70 years delivering reliable, high-performance products that reduce the time, cost and risk for all types of flooring installations. HENRY® provides innovative, environmentally friendly, premium products that deliver a distinct competitive advantage and are backed by unmatched customer service, expert technical support, in-depth training and an unwavering commitment to the success and profitability of our loyal customer’s businesses.

Thank you again to the independent retailers for this distinguished recognition! The W.W. Henry Company • 400 Ardex Park Dr. • Aliquippa, PA 15001 Tel: 724-203-8000 • Toll Free: 800-232-4832 • www.wwhenry.com *Surveys conducted by Floor Focus Magazine


Surfaces/StonExpo 2011 Wrap Up: Companies Gearing Up for a Brighter Year By Mike Chmielecki, Arpi Nalbandian and John Moore

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he message of Surfaces 2011, held recently at Mandalay Bay Convention Center in Las Vegas, was perseverance. This was underscored by the keynote presentation by author and outdoorsman Aron Ralston. He talked about his harrowing experience in the Utah canyonlands that tested his endurance and resources for nearly six days, before he made a drastic decision to free himself. “I gained an understanding of my life and my values. … If you can be in touch with what is most important to you, anything is possible,” he told a riveted audience. His message seemed to translate to the retail environment as well. When informally polled by NFT, many exhibitors of the combined Surfaces and StonExpo/Marmomacc Americas show said that not only were booth visits on the rise compared to last year, but dealers were slowly starting to invest

again, eager for the pent-up demand in housing renovations to lead to more retail sales. “Surfaces 2011 has been a very successful show for us,” said Gary Finseth, Tarkett Residential’s marketing director. While attendance numbers were not available at press time, the widely held consensus was that Surfaces attendance would be similar or slightly higher than last year’s show. Matt Heil, Pregis flooring product manager for laminate flooring underlayment and packaging, noted that the attendance at his company’s exhibit was excellent. “On Tuesday [Jan. 25] we had the most people through our exhibit that we’ve ever had,” he said. Erinn Valencich, Quick-Step design partner, believes that the momentum is shifting, and consumers are starting to shop more for floors. “Right now, consumers are doing room lifts. QuickStep is educating consumers and retailers


Top Left: Custom Building Products on the Main Stage demonstrating “Solving the Challenges of Large Format Tile.” Bottom Left: More than 1,000 prizes were awarded during Laticrete’s Grout Color game. Top Right: Sam Presnell, owner of The Rug Gallery in Cincinnati, (left) accepts a check for $5,000 from D. Christopher Davis, president and ceo of the World Floor Covering Association. The WFCA named The Rug Gallery the association’s Gold Standard Retailer of the Year. Bottom Right: Piet Dossche, USFloors owner, (left) mingles with show goers during the Décork Tour traveling showroom’s stop at Surfaces.

that a small change in floors can bring a huge change in style to a room.” Explaining a product’s environmental sustainability can also have an impact,

according to Chris Dragan, Nature’s Carpet president. He said Surfaces 2011 was a great show for the visibility it gave his company. “At Surfaces, we can find new dealers to carry the product, identify new reps and agents, and introduce our newest products.” Selling flooring products as a fashion purchase can also pique the consumer’s interest, noted Joe Lundgren, Dal-Tile’s vp marketing. “It’s about stepping out and stepping up, [offering] fashion, flair and innovation,” he said. Making selling systems easier for retailers is also important, said Cindy Thornton, USA marketing manager for Alloc/Berry Floor. “We’re streamlining our marketing approach, offering single displays to be as user-friendly as possible.” Updating the consumer website to keep pace with current innovations was high on Bliss by Beaulieu’s list. The company’s revamped website at

www.blissflooring.com was launched live at the show, and includes fullmotion videos of families enjoying Bliss carpeting, with clickable hotspots that take the user to more product information. “The idea was to keep the look of the website real simple and real clean,” said Mike McAllister, Bliss vp, marketing information systems. Xavier Steyaert, IVC’s ceo, was excited to talk about his company’s new resilient flooring plant in Dalton. “At full capacity, the plant will produce more than 35 million square yards of vinyl capacity. Right now, the plant occupies 520,000 sq. ft., with an eye toward expansion in the future.” Luigi Di Geso, MAPEI Americas’ president and ceo, outlined his company’s goals for producing and developing products that can be used toward LEED certification. “Loyalty has to be proven. We are determined to lead our industry through measurable

Clockwise from top left: A Dal-Tile fashion show translated new products into dresses worn by showroom models. Lori Kirk-Rolley, sr. marketing manager, stands third from left, with costume designer Diana Eden next to her. MAPEI’s Sam Biando demonstrates the company’s Opticolor epoxy grout. Mario Bolduc, Wickham general manager, with the company’s first-ever engineered hardwood flooring collection. Bliss by Beaulieu unveiled its new consumer website at Surfaces. Pictured are Mike McAllister, Bliss’ vp marketing information systems (left), and Michael Johnson, account director of marketing firm Definition, who helped design the site. Khelin Young, Max Windsor Floors general manager (right), with the company’s New Horizons hardwood flooring collection. For every box of the product sold, $1 goes to breast cancer research. Attendance at installation-related training events was strong.

www.ntlfloortrends.com I March 2011 ● 11

Far Left: Xavier Steyaert, IVC US ceo, stands next to Nostalgia, a wood-look resilient concept collection.

Left: Gary Finseth, Tarkett Residential’s marketing director, with one of the company’s new LVT collections.

sustainable actions,” he said. As part of its commitment to the Global ReLeaf program with American Forests, MAPEI presented a check for $24,296 to American Forests’ Margo Dawley. The World Floor Covering Association singled out The Rug Gallery in Cincinnati as its Gold Standard Retailer of the Year. D. Christopher Davis, WFCA’s president and ceo, presented a check for $5,000 to store owner Sam Presnell, congratulating him for the company’s community involvement and its reputation for great customer service. Also at the show, Healthier Choice won the Best New Product Award for its Flexitions brand of flexible transition mouldings. The award was voted on by a panel of writers and editors from National Floor Trends, Floor Covering Installer, and TILE Magazine, along with designers and flooring dealers. Ceramic tile In honor of its 25th anniversary, Crossville introduced a range of new products. Its Color by Numbers wall tile program includes 16 colors, with coordinating wall paint from Benjamin Moore’s Aura line, and floor tile from its Color Blox Collection. Visitors were also given a sneak peak of Ebb & Flow, a series that will officially launch later this year. The company also expanded

its Color Blox EC series to 20 colors, with SCS-certified recycled content. Custom Building Products launched CEG-Lite Commercial 100% Solids

The message of Surfaces/ StonExpo 2011 was perseverance; this seemed to translate to the retail environment as well.

Epoxy Grout. The non-sag formulation exceeds ANSI A118.3 and contains recycled material that can earn LEED certification points, according to the company. Dal-Tile introduced five new collections – Del Monoco, Spark, Palatina, Keystones Elements, Sandalo – and an enhancement to its Terrazzo line, which is now available in slabs and tiles.


Along with revealing a new company look, Eleganza unveiled several new collections featuring digital technology, including: Digiquartz, Digislate, Fusion, Groove, Metallica Lite, and Slimtech. Laticrete launched its new Glass Tile Adhesive, a one-step polymer-fortified adhesive mortar specifically formulated for glass tile applications. Show attendees who stopped by the Laticrete booth were also encouraged to play the Grout Color game, where more than 1,000 prizes were awarded, including an Xbox 360. USG unveiled its new USG Tile and Flooring app that provides installation videos, product information, a materials estimator, a photo-sharing feature, and quick links to USG customer service or technical service departments. Installation Surfaces/StonExpo continued the show’s long-running tradition of installation training, with a wide variety of installation-related panel discussions and demonstrations throughout the show. Kicking things off on Jan. 25, Dan Westcott and Jack Dean of INSTALL presented a one-hour session on the importance of installation certification. Later that day, FCI columnist Jon Namba hosted a panel discussion on “Common Causes and Corrections for Installation Failures.” Panelists included

SURFACES 2012

www.StonExpo.com

www.Surfaces.com

The Co-Location Continues

Exhibits: January 24 - 26 | Education: January 23 - 26 Mandalay Bay Convention Center | Las Vegas, NV, USA Circle 5 on Information Card

CORK is healthy.

Receiving the Best New Product Award are (from left to right): Healthier Choice’s Gary Hernandez, Jr., Craig Poteet, Gary Herandez, Sr., and Drew Holland. Also pictured is Phil Johnson, BNP Media group publisher.

The worlds biggest producer and exporter of CORK

APC cork

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Gerald Sloan, National Tile Contractors Association technical director; Don Conner, National Wood Flooring Association; and Jim Walker, founder and ceo of International Certified Floorcovering Installers Association (CFI). “With the addition of StonExpo the show had more to offer the attendees than in years past. The new venue created a lot of renewed excitement for many who have weathered the storm of the economy,” Namba said. “Surfaces and the vendors did an outstanding job by putting together a lot more live demos on how their product was to be installed, along with new product demos. It made me feel that the show was not just for retailers but everyone in the industry,” added installer Roland Thompson. “Surfaces is always a great show because of the people involved,” Walker noted. “The seminars were well attended and I heard from those who visited with us at the CFI booth that they greatly appreciated the opportunity to attend them at no cost. There’s enough education at this event to assist everyone for the year ahead.” The S2 main stage, previously known as the installation showcase, offered sessions on topics including stone product maintenance, new adhesive technology for tack strip and transitions, woven carpet, laminate repair, large format tile installation, moisture testing, requirements for installation certification, and inspectors working with retailers. “This was one of the best shows that I have attended as I was able to meet with many individuals and companies that work with CFI,” said Bob Gillespie, past president of CFI. “It is the time of year that we have the opportunity to meet our suppliers face-to-face and say thanks.” Surfaces 2012 will be held Jan. 24-26, 2012 at the Mandalay nft Bay Convention Center, in Las Vegas. ●


2014 West Atlantic Boulevard Pompano Beach, Florida 33069 Toll Free: 866.222.3241 www.apccork.com

NOTE: For video interviews with NWFA’s Ed Korczak and WFCA’s D. Christopher Davis, along with an audio interview with Hanley Wood’s Dana Teague and more photos, visit our website.

We know where you stand. The new wfca web site was designed with one goal: Driving customers to our members. With engaging and fresh content, an enhanced room visualizer and a robust dealer locator, wfca.org will engage your consumers and point them to your door. To learn more about the benefits of being a member, please visit wfca-pro.org.


Night Slate Black laminate flooring from Faus. Photo courtesy of Faus.

Laminate Floors Evolving With New Styling, Technology by Michael Chmielecki, associate editor

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emand for laminate floors with high-gloss looks are trending down, moving to products with lower gloss finishes that require less cleaning, according to manufacturers. While high-gloss is still popular, companies are seeing exotic hardwood and rustic visuals with more subtle finishes gaining a foothold. Consumers are looking for value as well as great design, manufacturers note. “The one unifying theme you see in all markets is designs that exemplify true value,” said David Carballo, Faus vp sales.

“If a design delivers a unique, realistic look that provides exceptional wear and reliability it tends to do well regardless of the market.” Regionally, he sees a range of popular looks. In the Northwest, tile and slate looks are hot. In the Southwest, rugged and rustic hardwood visuals are at the top. “And on the coasts you find eclectic designs in small businesses and residences alike,” Carballo noted. Ben McNabb, Mohawk brand manager, also believes that value is an


important selling point for laminate floors. “Value is key for consumers,” he said. “Technological advances should give the category more appeal, especially in mid-range price points where dealers can generate better margins.” He said that rustic hardwood looks have gained momentum in the category. One of the company’s new products, Kincade, offers a hardwood look with an oil-rubbed finish as an alternative to satin and gloss finishes. Additionally, the product features GenuEdge technology, “which allows the plank’s surface and color to literally roll over the edge,” McNabb noted. McNabb added that these types of technologies are designed to hit the midprice point, which gives retailers ways to bring in broader audiences of buyers and be very competitive against other types of flooring. Mid-to-higher price points are the philosophy behind many laminate flooring manufacturers. Perry Coker, Lamett North America’s president, said it is almost impossible to compete at the lower end of the laminate market. “Our strategic decision has been to not participate in entry-level products,” Coker noted. “We don’t want to chase a price to the bottom.” He said customers looking at midto-higher price point floors are going

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Far Left: Anderson’s new Artisan laminate flooring, in Vineyard Cherry. Photo courtesy of Anderson/Shaw Industries. Top Left: Bruce Laminate’s Sapele Long Plank. Photo courtesy of Bruce/ Armstrong. Left: Ark Floors TruCraft laminate floors. Photo courtesy Ark Floors.

for subtle, soft hand-scrapes and longer planks. His company unveiled its Long Plank Collection last year, with laminate floors that measure 7 1/2’ long; in the past year, the company has placed nearly 3,000 displays. Quick-Step recently unveiled a technology at Surfaces that it equates to a new category of flooring. The product, called décorwood, fuses an exotic hardwood look directly onto an HDF substrate using the company’s proprietary HiDef Color Fusion technology. Each nearly 7’ plank is then finished with a semi-urethane gloss coating for an authentic hardwood look, according to Roger Farabee, sr. vp marketing for Mohawk Hard Surfaces/Quick-Step. “Décorwood features the finish and look of exotic wood in sustainable long planks,” Farabee said. “It’s a new category for us, and we believe a new category for the industry.” He said the product will initially be offered in four exotic visuals. Eric Erickson, Shaw Industries’ laminate category manager, says that bevel-edge products, hand-scraped visuals and smooth gloss floors will all continue

to grow. “There is a real potential that wood prices could be on the rise this year; if that happens, it will be vital for laminate to provide the most realistic visuals and finishes to fill those voids.”

Mid-to-higher price points are the philosophy behind many laminate flooring manufacturers.

He noted, the looks of laminate floors are becoming increasingly realistic. “Our biggest hit is our new 12mm hand-scraped


products in our Timberline collection; the Pith Hickory products are the most realistic visual we have made in laminate. We worked closely with Anderson to bring one of the most unique and realistic visuals in this collection.” According to Betsy Amoroso, Mannington Mills’ corporate communications director, consumers’ tastes are becoming more refined. The company’s Restoration Collection features rustic looks that are designed to resemble reclaimed flooring pulled up from old buildings and barns. Black Forest Oak uses a wire-brush technique so the gloss works into the peaks and valleys of the surface. Historic Oak features chatter and saw mark visuals. “We are seeing a lot of trending toward reclaimed visuals, because they put a new twist on rustics,” Amoroso said. Travis Bass, vp of Kronotex (which also manufactures the Formica Flooring brand), said subtle, milder-looking exotics are growing in popularity. “They provide a higher-end look more affordable in laminate than in solid hardwood,” he noted. “Consumers are getting used to


Far Left: Quick-Step’s Roger Farabee stands next to the company’s new décorwood product. Left: Kim Holm, Mannington Mills’ president, residential business, stands near his company’s new Restoration Collection.

the new economy and are cautiously moving up the price-point scale.” He added that installation systems are also becoming more user friendly. “Mainstream innovation will continue to support desired visuals and easier installation.” Cindy Thornton, Alloc/Berry Floor

marketing manager, said consumers are starting to ask for drop lock products, where the flooring is installed by angling it against the short side of another board and dropping it in. “They’re looking for installation ease,” she noted. She said that a wide range of looks are popular, including wide planks,

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and random tile and stone patterns. Additionally, she sees more grays infiltrating the laminate segment. Gary Finseth, Tarkett Residential’s vp marketing, said it is hard to pin down any one color or design that is hot in laminate flooring. “The response has been great for a range of colors, from lights to darks.” According to Laurie Sanfilippo, Ark Floors marketing director, laminate flooring continues to make great strides in technology and design. “The definition in the photography, the quality of the paper, the smoother bevel, and the embossing techniques has all advanced considerably in the last few years.” With technological advances continuing, she said laminate flooring is sure to benefit. “[The technologies] make for a much more organic-looking nft product,” she noted. ●

NALFA Lammys: And the winners are…

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he North American Laminate Flooring Association held its 5th annual Lammy Awards during Surfaces 2011 in Las Vegas. The NALFA Board of Directors anonymously nominates individuals and organizations; ballots are then sent to NALFA members as well as members of the trade press. The 2010 NALFA winners are: Distributor of the Year: Longust Distributing. Dealer of the Year: RC Willey. Associate Member Company of the Year: MP Global Products. Member Company of the Year: Shaw Industries. Associate Member of the Year: Matt Heil, Pregis. Member of the Year: Roger Farabee, Mohawk/ Quick-Step.

Tile That Defines A Space Florida Tile invites you to take the time to sit back and reflect on your space; interior or exterior and admire the beauty and the possibilities that can be. We offer a full line of floor and wall tiles as well as natural stone and decorative elements to complete any look. All in all, we produce a finished product that is both beautiful and responsible.Visit our website or one of our Florida Tile locations for more information.

This product contains recycled content

PRISTINE BY www.floridatile.com Visit our booth at Coverings 2011 Booth # 3112 Circle 19 on Information Card

D esigns in Style I

by Annette Callari A.S.I.D.

Chameleons of Design – Ceramic, Porcelain & Natural Stone Can you think of a material that is suitable for floors, countertops, interior walls, room dividers, and even exterior wall cladding? How about something that can handle commercial as well as residential installations? Well, that’s the comprehensive résumé of what ceramic, porcelain tile, and stone tiles and slabs can honestly claim.

Annette Callari is a highly regarded interior design expert with over 20 years of residential and commercial design experience. She currently serves as a sales and marketing specialist for Leonard’s Services and Design Centers and is responsible for working with sales associates handling the firm’s key builder accounts as well as training and developing new marketing materials for the company. She is an Allied Member of the American Society of Interior Designers, a contributing member of Color Marketing Group International, and has authored numerous articles on color and design trends. She holds a degree in interior design from Fullerton College in Fullerton, California, and a professional writer’s Certificate from California State University at Fullerton.

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eramic, in particular, has come a long way in production technology, resulting in a product that transforms fragile clay into a material harder and tougher than many natural materials. It has exceptional resistance to frost, which allows it to transition beautifully from interior to exterior applications. That’s important because trend research indicates that as the square footage of new homes is scaled down, transitions to interior/exterior living spaces are going to become the norm for space-efficient floor plans. Not surprisingly, architects have fallen in love with ceramic’s inherent qualities, and a growing number of contemporary architectural projects are specifying ceramic tile for the exterior of buildings. They have discovered that tile resists damaging external agents such as smog and corrosive oxides, and can handle extreme variations in temperature. Perhaps it is the upsurge in interest by architects and designers that has brought about a renaissance in the aesthetics of tile. We’ve already established that the technical characteristics are constantly improving, but that is strongly rivaled by the creativity in product design. Manufacturers are offering a staggering variety of products, colors, sizes and thicknesses to choose from. Larger profile tiles result in surfaces with fewer seams and grout joints. We’ve all used tile in traditional applications, but the uses are expanding to fireplaces, wall treatments, room dividers and even ceilings. Color choices run the gamut from natural to vibrant, and many color lines provide mix-and-match capabilities. Wood and stone effects, fabric patterns (linen or silk), concrete looks, metallic coated tiles, and leather


look tiles are rocking the new definition of tile. When natural materials are desired, but function is critical, tile is often the material of choice. Here are some excellent examples of the types of products mentioned. (See Chart 1) Let’s not overlook another important aspect of the tile package: Accent listellos, borders and liners. Floors, walls and backsplashes can all benefit from the special touches these accent pieces provide. I like to think of them as jewelry for your rooms. They look extravagant and can personalize a design like nothing else. The secret to successful design is to combine more traditional materials with surprise accents. That personalizes a design, elevating it to one-of-a-kind status. There is also much to report in the exciting world of stone. Marbrasa, a Brazilian company, deserves special attention. Founded 41 years ago, Marbrasa extracts/processes and sells marbles and granites in blocks, slabs, tiles and cut-to-size specialty stones.

Daltile’s Metal Fusion.

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by Annette Callari

This company has earned the reputation of being a pioneer in the ornamental stone sector. Most impressive is the fact that they own their own quarries, which guarantees continuity of supply and materials that are more uniform. If you are looking for a stunning marble favoring deep green with striations of burgundy, check out Gaya for something

fresh and elegant. Not yet pictured on their website is a new addition called Tropical Blue marble. The blue-green tones are Caribbean colors and this marble has translucent qualities that invite under-lighting to bring it to life. An honorable mention is Champagne Marble, a subtle gray background accented with an infusion of rose tones

Chart 1 Linen Look Tile: Daltile Fabrique colorbody porcelain Silk Simulated Tile: Daltile Kimona Silk colorbody porcelain Metallic Coated Tiles: Everstone Metaluxe Collection Daltile Metal Fusion colorbody porcelain Wood Effect Tile: Emser Tile Heritage glazed ceramic Concrete Tile: Emser Tile Forma Gemma glazed porcelain Leather Look Tile: Ann Sacks Tile Cowden Bell

and soft white. For a closer look, visit www.marbrasa.com.br. The worldwide search for the earth’s most beautiful mantles of stone is an ongoing quest. Cactus Stone, based in Phoenix, offers an inventory including granite, marble, travertine, onyx, quartzite, soapstone, slate, limestone and the SemiPrecious Collection. The Semi-Precious Collection offers options you will not find anywhere else. Stand-outs are Amethyst, Angel Jasper, Quartz Fusion, Retro Golden Gray, Tiger Eye, and Wild Agate. Visit their website at www.cactusstone.com. Attending the major trade shows across the country is an excellent way to see the extraordinary materials out there. The Coverings show in Las Vegas at the Sands Expo Center, from March 14-17, is a great place to see some great new ceramic and stone products. Our choices are global, and suppliers are vying to get your attention. We are the benefactors from that—enjoying a staggering number of styles and materials from all over the world. Your customers are the ultimate benefactors because, with your guidance, they will find a quarried natural treasure they can claim for their nft very own. ● Circle 6 on Information Card


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*Polyblend is the #1 most preferred brand of grout in America according to the 2009 ClearReport by ClearSeas Research.

Coverings 2011 focuses on lifestyle changes, technology By Arpi Nalbandian, tile and stone editor

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ith Coverings 2011 just weeks away, organizers of the show are preparing to receive thousands of attendees and more than 1,000 exhibitors in what is touted as “The Ultimate Tile + Stone Experience.” Now in its 20th year, Coverings will be held in Las Vegas’ Sand Expo and Convention Center, March 14-17, in 300,000 sq. ft. of exhibition space. The four-day event features more than 70 free CEU-earning educational sessions tailored to the specific needs of architects/designers, distributors, retailers, installers, fabricators, and builders/remodelers. In addition to the exhibits and educational sessions, attendees can once again look forward to: • Project: Green: Sustainable projects featuring tile and stone from the past two years • Coverings Spectrum Select: Featuring the newest products in

the tile, stone and allied products segments. • Live Installation Demonstrations: “How-to” classes offering an up-close look at how top contracting pros handle a variety of challenging tile installations. Sponsored by the Tile Council of North America (TCNA) and the National Tile Contractors Association (NTCA). • Green Programming: Sustainabilityspecific conference programs. • Coverings Happy Hour: Afterhours networking event that takes place on the show floor. • Bring Your Clients to Coverings: A program that encourages architects and designers to bring their clients to Coverings. To meet the needs of the show’s attendees, Coverings’ organizers have ramped up the educational program by offering two featured sessions daily. On the agenda for Monday, March


14, the Opening Keynote/Contractor and Installer featured session is The 2011 TCA Handbook, presented by the TCNA from 9 to 10 a.m. The 2011 TCA Handbook promises to be one of the most significant revisions in the handbook’s history, according to TCNA. In addition, a new supplement to the Handbook on natural stone tile installations will be unveiled. The afternoon session spotlights the A+D community with Lifestyle + Tile 2011 with Robin Avni, lifestyle topics, insights + trends, from 1:30 to 2:30 p.m. On Tuesday, Jonathan Trivers of

Above: MAPEI Corp. provides one of many live product demonstration opportunities during Coverings.

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Certified Tile Installer (CTI) program candidates work on the hands-on aspect of their certification testing.

Marketing Wit and Wisdom starts the day with his distributor and retailer featured session, I Can See Clearly Now, 8 to 9 a.m. Ali Azhar, Alive Design, and host of HGTV’s Design on a Dime, takes command of the A+D featured session with Understanding the Synergy between Designers and Contractors, 1:30 to 2:30 p.m.

Stone fabricators and their use of the Internet will be the focus of Wednesday morning’s featured session. Led by Marty Gould of Focalize Now, attendees will learn about Internet Marketing Way Beyond Your Web Site, 8 to 9:30 a.m. Also on Wednesday for the A+D community, Leatrice Eiseman, Eiseman and Associates, Inc. addresses “the road map to color for 2012” in her Color Directions: Twists, Turns and Trends presentation, 1:30 to 2:30 p.m. Installation and training on the nuances of ceramic tile also take center stage during Coverings with the two-day Certified Tile Installer (CTI) program from the Ceramic Tile Education Foundation (CTEF). For more information, visit booth #1069. Coverings is sponsored by ASCER (Ceramic Tile Manufacturers Association of Spain), CONFINDUSTRIA CERAMICA (The Italian Association of Ceramics), Ceramic Tile Distributors Association (CTDA), National Tile Contractors Association (NTCA), and Tile Council of North America (TCNA). For more information about Coverings, visit www.coverings. com, or contact show management at (703) 683-8500. Also visit www.coveringsinsider.com, the show portal that offers continuously updated information on what to do and see at Coverings, along with show-specific breaking news, photos, events, happenings, daily educational schedules, products, and nft videos. ●

Coming in May 2011 Trade Directory & Buying Guide In print and online The #1 buyers reference for the floor covering industry! Search for the floor coverin products you need by company listings or by product category.

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www.ntlfloortrends.com/buyingguide


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Polyblend is the #1 most preferred brand of grout in America according to the 2009 CLEAReport™ by Clear Seas Research.

Properly secure all cargo.

03.11>Ceramic/Stone Products 1

Marazzi USA debuts Timeless Collection Marazzi USA’s new Timeless collection provides a “fresh take on the perennially popular look of traditional marbles.” The color variations and veining are created through Marazzi’s 3D printing technique, allowing for virtually infinite design capabilities unique to the company. Offered in five formats and three colors. Booth #4302. For details, circle 350 on the Reader Inquiry Card.

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Kalebodur’s Cube features color, form Cube from Kalebodur is engineered to offer color and form that the designer can use to shape and recreate a space. Designed by Tamer Nakıs¸çı, the collection offers a “brand new expression style that calls attention to digitalization and individualization,” the company notes. For details, circle 353 on the Reader Inquiry Card.

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Michelle Griffoul Studios unveils Santa Barbara tiles The Santa Barbara Collection from Michelle Griffoul Studios offers a soothing yet striking color and design palette inspired by the surroundings of Santa Barbara, Calif. Available in six hues, as well as color blends in random size mosaics. For details, circle 345 on the Reader Inquiry Card.

4

Florida Tile’s Pristine in two colors, three sizes From Florida Tile comes Pristine with its crema marfil look. Offered in two colors (Alabaster, Classic Beige), three sizes and two finishes, the GreenGuard- and PTCA-certified collection is accompanied by a full line of accessories. Booth #3112. For details, circle 347 on the Reader Inquiry Card.

2

TAU’s Lama tile offers wood look Lama by TAU is a wood-look porcelain tile designed in two formats: a 20x120cm, designed for interiors; and 15x60cm, which can be used both for interiors and exteriors. In both formats, the company has created a palette covering five chromatic variations: Ash, Walnut, Oak, White and Grey. Booth # 2634. For details, circle 349 on the Reader Inquiry Card.

Pearl Abrasive unveils Tuscan Leveling System The Tuscan Leveling System has been designed to assist during the installation of ceramic, porcelain, marble, granite and other stone tiles. The two-piece, cap-and-strap installation system allows installers to align, level, space and hold each tile for proper alignment. Booth # 2450. For details, circle 360 on the Reader Inquiry Card.

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5

5

Floor Gres Walks/1.0 inspired by quartzite Walks/1.0 from Floor Gres reinterprets the look of quartzite into a porcelain stoneware collection that combines a rough texture with rich colors and graphics. Available in White, Black, Beige, Gray, and in several formats including mesh-mounted mosaics. For details, circle 359 on the Reader Inquiry Card.

6

Custom Building Products launches CEG-Lite Commercial Custom Building Products has unveiled its CEG-Lite Commercial Epoxy Grout, a lightweight 100% solids epoxy grout formulated with CustomLite Technology and recycled content. The product offers high stain and chemical resistance and contributes to LEED certification based on recycled content.

7

Laticrete adds new finish to SpectraLOCK Pro Grout Laticrete has introduced an improved version of its flagship SpectraLOCK Pro Grout. The revamped product includes a new ultra-bright white color finish, features enhanced non-sag properties and workability for epoxy-based tile and stone installation projects in LEED or LEED for Homes building. For details, circle 340 on the Reader Inquiry Card.

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Tramex Launch for moisture inspection Tramex Launch is the new MRH moisture inspection kit, which incorporates Tramex’s non-invasive impedance test with a heavy-duty pin probe and a relative humidity probe. When testing different building materials, users select the appropriate scale and push the meter against the material to read the results. The Tramex MRH kit offers an optional slide action hammer electrode for measuring up to a depth of 1.5”. For details, circle 342 on the Reader Inquiry Card.

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9

MAPEI’s Ultraflex LFT for interiors, exteriors MAPEI has introduced Ultraflex LFT Rapid mortar to its line of fast-setting tile and stone installation systems. Its non-sag, medium-bed and thin-set mortar characteristics are ideal for installing large-format tile and stone on interior and exterior floors, walls and countertops. Booth #3144. For details, circle 355 on the Reader Inquiry Card.

9


A rt of Retail Management I

by Sam Allman

Habit: Know Your Customer and Get Personal

As much as it’s been talked about, many flooring retailers really don’t understand or know their customer. The problem, of course, is that the majority in this industry are still men; most owners of flooring retail stores are also men. The ranks of retail salespeople are growing with women, but men still outnumber women. Sam Allman is president of Allman Consulting and Training and serves as dean of Mohawk University. He is an internationally recognized motivational speaker, consultant, trainer and author who delivers inspiring programs in areas such as leadership, customer service, management development, team building, retail sales and personal quality management. He has developed many audio and video programs and has created hundreds of training and educational learning systems. He can be reached at (770) 4252142 or at sam@ allmanconsulting.com.

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ut the flooring customer generally is a woman. The fact is, women purchase more than 90% of all home furnishings. Women purchase most of everything. Men and women don’t think the same way, don’t communicate the same way, and don’t buy for the same reasons. The optimal selling process for a woman is different than of a man. A man shops with focus while on a mission. He wants a transaction to take place. He wants to get in, make the transaction and get out. After shopping in a store with my wife for a few minutes, I usually say, “Let’s get it and go!” When a woman goes shopping all of her senses are on alert. It starts in the parking lot. Is the store clean, uncluttered, well lighted and safe? How is the product presented? Are the store’s restrooms clean and inviting? Are the aisles wide and easy to navigate? Does the signage make the store easy to shop? Is the salesperson a well-dressed professional? Do the salesperson’s socks match? How congruent is the salesperson’s presentation? Does the salesperson have product knowledge? Unlike men, when a woman buys, she’s interested in building relationships. Every place women go they make connections - no connection, no sale. To your female customer, it is as much about how she feels about you or service personality and attitude as it is about the facts. It’s about the chemistry. If the chemistry doesn’t work, she moves on. With a female shopper you may have to meet with her many


times. Women go through a deliberate and thoughtful decision process before they buy. Though I speak, teach and train about selling to your customer, I became poignantly aware of the reality again when interviewing Todd and Renné Wenner of Lima Carpet Corporation for this month’s column. Lima Carpet Corp. was named 2010 Regional & National Dealer of the Year by Mohawk. Lima Carpet Corp. won the Regional Dealer of the Year award in 2009 as well. I decided I needed to find out why, in these tough economic times, they were flourishing. In fact, they indicated their sales for 2010 were the best they have been in five years. Lima Carpet was started by Gordon Whelpton in 1967, out of his garage in Lima, N.Y. In the mid-1970s, he opened his first storefront showroom. To accommodate his thriving business he later moved to the neighboring community of Avon in the town plaza. The name of the business thereafter expanded to Lima Carpet of Avon. In 1997, Gordon retired and sold his business to his son-in-law and daughter, Todd and Renné

Shown are all of the Lima Carpet sales, installation teams and their families celebrating winning the award from Mohawk.

by Sam Allman

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Wenner. The second generation has continued the fine tradition of quality that the public has come to expect from Lima Carpet. Todd, an outstanding installer and vice president of Lima Carpet, spends most of his time installing floors. I interviewed Renné, Lima Carpet president, to discover the company’s secrets of success. It became clear why they have continued to be successful after the departure of her father. She and her sales team understand and get

Men and women don’t think the same way, don’t communicate the same way, and don’t buy for the same reasons.

personal with their customers. Their entire sales team is women, and two of the store’s installers are also women. “Our customers love it when our women installers are vacuuming and cleaning up after the job,” says Renné. “We spend most of our time building relationships and getting personal with our customers,” she explains. “The customer has to feel that the relationship is more important to us than making the sale. So we ask more questions and listen carefully to her answers. We always find out personal things about them and we stay in contact and follow-up. We ask them questions like, ‘How’s your mom?’ or ‘Is Joey still playing soccer?’ We build relationships with our customers and they know we care.” Circle 7 on Information Card


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by Sam Allman

She and her team then use Facebook to stay in touch. “Everyone of our customers know when we are having a sale. They get notified through Facebook. It has helped that I have been to seminars on how to use social media. I even watch what’s going on in the life of my customers on their Facebook pages.” She commented that she goes to seminars and training and listens and takes notes. She reviews those notes often to see what she and her team could do better. “We are careful whom we hire to represent our company. We try to hire people smarter than us. We take pains to hire happy, friendly and fun-loving people. I want salespeople who love their customers. If they have good personalities and are likeable, I can teach them the rest.” Her salespeople are not on commission, so everyone in the store may get involved in one sale. They help each other. They are constantly updating the showroom and keeping up with the trends. “We have to keep changing

things or we are going to be left behind.” That statement sounds like

To your female customer, it is as much about how she feels about you or service personality and attitude as it is about the facts.

what my wife says when she wants to change things around in our home.

That’s another way men and women think differently. The Lima Carpet team also builds relationships in its community. Renné is a member of the Rochester Women’s Business Network. She, her team, and family donate many hours of community service, like taking meals to shut-ins. I asked Renné, “What else did you do to make 2010 a good year?” Her response: “We didn’t cut back on our advertising. Mohawk did the Rhino Challenge; we did the Thoroughbred Horse Challenge. Since we are in a rural community, many of our customers have horses. It was a natural.” Go to their website and watch Todd and Renné’s son, Levi, doing the challenge (www.limacarpet.com). They are going to do the same challenge this year in a local restaurant. Women build relationships. Men seek transactions. Take a lesson from Lima Carpet: Women want connections and want to get personal. How good are you nft doing at that? ●

Introducing the Newest Member of The Loxcreen Flooring Group.

Rubber Tile and Stair Tread Program Durable, Functional and Easy to Maintain. An Attractive and Safe Flooring Solution. Available in a variety of colours and applications

1 Stair Treads

2 Cove Base

3 Riser

4 Transitional Mouldings

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Flows Like Water, Twice the Coverage ARDEX Revolutionizes Self-Leveling Technology…Again! ARDEX K 55TM MICROTEC® Premium High-Flow, Self-Leveling Underlayment

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ARDEX was the first to introduce self-leveling underlayments into the United States over 30 years ago, and ARDEX K 15 ® is still the #1 specified selfleveling underlayment in the U.S. today. With the introduction of ARDEX K 55TM MICROTEC® and ARDEX K 55TM RAPID, ARDEX continues its innovation leadership by delivering the next generation of self-leveling technology. For more information on these revolutionary new products please contact an ARDEX Architectural Specialist or Sales Professional at 888-512-7339.

YOUR BEST CHOICE FOR INSTALLATION SUCCESS ENVIRONMENTAL TECHNOLOGY

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C ommercial Possibilities I

by Dave Stafford

Rubber Flooring Specs/Sales Tips

Dave Stafford is a flooring industry veteran who retired as executive vice president of Commercial Carpets of America (“CCA”), a major independent flooring dealer in northern Virginia. Dave has served as vice chairman of Floor Covering Installation Contractor’s Association (FCICA), and is currently a member of their Industry Relations Committee. He was honored in 2007 with Honorary Lifetime Membership for his contributions to the flooring industry. Dave provides consulting services in government contracts and business operations. He may be reached at [email protected] or (703) 926-1288.

When you load your sample bag for a sales call, or are mulling over an opportunity to specify high qualify flooring, do you include rubber flooring in your thinking? You should, because rubber flooring products offer some real competitive advantages and you’ll be doing your client a favor by suggesting the right rubber flooring and accessories.

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ubber flooring is manufactured in combination with other materials to enhance its performance, useful life, and relative price. It is available in various tile sizes, sheet goods, with specialized profiles and stair treads, wall base and accessories. Thickness and wear surfaces can be textured for a myriad of flooring uses including weight rooms, ice rink surrounds, locker rooms, stadium floors, cafeterias, large animal stables, healthcare, industrial labs, marine, mass transit and more. The following are some examples of how and where rubber flooring products were sold. This should stimulate your thinking about where you can sell your next job. The owner of a bowling alley was remodeling and was after something different in the seating/ scorekeeping area adjacent to the bowling lanes. He was currently using VCT, but it was tough to keep looking fresh, was dented from people dropping bowling balls, and he had two slip-fall claims over the past year. After looking at the area, and noting that the plywood substrate was being replaced, we suggested a textured surface, one meter size tile, with a multicolor swirl that would complement his new design. It offered the advantages of allowing spilled liquids to fall slightly below the floor surface, plenty of slip resistance, noise reduction and added impact resistance, and no requirement for stripping and waxing. Yes, the initial cost was higher, but he had the budget and so the sale was made.


A medical center’s designer was looking for a way to upgrade a number of their stairwells from sealed concrete with concrete pan steps and reduce some noise from heavy traffic. They had already been considering a rubber stair tread, but were concerned about adhesive smell leaking out into the hospital corridors. When we presented a stair tread design and a method of installation using dry adhesive and eye-popping bright colors, they were ecstatic! This was followed with a complementary raised disk design rubber tile and matching cove base. The key here was the ability to provide quick installation with virtually no odors and immediately open the stairwell for traffic.

Rubber flooring provides for a safe and non-slip flooring solution that holds up to spills and daily wear and tear in the Fellowship Hall at Piney Grove United Methodist Church in Hot Springs, AR. Photo courtesy Roppe Corporation.

by Dave Stafford There was an opportunity to specify flooring for a local fitness facility, and rubber was the best answer. With this facility, three different products were used: One for the entrance and main walkways, another for the machine/ weights area, and still another for the running track. For the entrance and main walkways, large tiles with a textured surface in a multicolor with waterjet cut logos were used. For the weight machines/free weight areas, we specified a floor that is especially resistant to punctures, tearing, and impact from dropped weights; one of the thicker tiles, somewhere around 0.36” with a textured surface (since energy drinks and perspiration can leave the floor slippery in spots). Rubber sheet goods were used in the running track area with an embossed surface. For sports areas, consider creating splashes of color or using color combinations to designate various areas. Depending on the size of the budget, it may be possible to have logo designs designating various areas. Always get a recommendation from the manufacturer when thinking about using water-jet technology. A new sports complex at a major university selected a smooth back, raised disk, one meter rubber tile as its primary flooring. The deciding factor for them was the floor’s ability to handle foot traffic safely, even in the presence of liquid spills, along with ease of cleaning, no special finishing, stain resistance, and no damage from the frequent use of pallet jacks to transport heavy temporary seating. The only problem with their initial specification was their requirement for a standard smooth backed product rather than coned back tile (which would provide better grip with the concrete substrate). To add to this dilemma, the flooring contractor used sanding rather than shotblasting to prepare the floor. The result was that the twisting and turning of heavily loaded pallet jacks caused the tile to release from the substrate, causing a “bubble effect” in many areas. After

consultation with the manufacturer, and with their help, the contractor took up the tile, did aggressive shot-blasting,

Rubber flooring is available in a myriad of types, styles, finishes, and colors.

and then installed coned back tile. This solved the problem and the dealer vowed never again to skip shot-blasting!

The ability to provide quick installation with virtually no odors and immediately open the area for traffic was the most important.

Entrance ways, corridors, and exterior applications including water parks and playgrounds are perfect

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for some of the many recycled rubber flooring designs. No longer are you limited to the black or gray color that one associates with old tires. Generally, rubber flooring should not be specified for commercial kitchen and food preparation areas where quantities of grease and oil are present or in industrial or automotive areas where solvents and oil are prevalent. Some rubber compounds can be formulated to be highly resistant to greases and oils and may be used for some areas. Some tips in rubber flooring: Always do moisture testing on the substrate since most rubber flooring does not permit easy passage of water vapor; if the slab is too wet, adhesives will not hold the product securely. I once did a 10’ by 12’ entrance area with one meter rubber tile, and made the mistake of skipping moisture testing due to size and time constraints. This was a clean floor, on-grade, and appeared to be complete dry. The installation was done on a Friday. By Monday morning, there were a couple of bubbles. By the time the installer arrived onsite the bubbles were much larger and more numerous. Initially, we did not expect a moisture issue, expecting to find that insufficient adhesive had been applied. Imagine our surprise when we cut into one of the large bubbles and water spurted out! We had created a veritable lake underneath the floor. In this particular case, we had to replace the rubber flooring with another type of flooring due to the high MVER. This was a costly lesson for us and a warning to you. Thoroughly prepare the floor to remove all contaminants, and if the manufacturer encourages shot-blasting, be sure and do it. Some of the epoxy and polyurethane adhesives may be more challenging to use and most require a specific set or open time before placing the tile or sheet goods. I once had a job go south because the adhesive set up before the tile was placed thereby providing little adhesion


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by Dave Stafford

between the floor and the tile. Beware of trowels where the teeth become worn; buy plenty of them. If the manufacturer recommends rolling the floor after installation, make sure you use the correct weight roller. With many adhesives, it is critical to immediately clean any adhesive residue from the facing surface of the tile! I once had to replace about 20% of the tiles in a conference area where the installer thought, “I’ll just come back when I get it all finished and wipe up the spills and splatter,” not realizing that the adhesive adhered equally well to the face and the back of the tile. Pick the right product surface (smooth, raised disk, textured, embossed, coarse) for the correct application. If your customer rolls a lot of carts or wheelchairs, then be careful about specifying a raised disk surface; they can create a “chattering effect” that is extremely noticeable with carts

and irritating with wheelchairs. If the anticipated maintenance consists

Fitness areas are ideal for rubber flooring, especially products resistant to punctures, tearing, and impact from dropped weights.

of frequent mopping, then select a surface that has minimal drag; you

don’t want to leave mop strands or fuzz all over the floor. You can still use a textured surface; specify one that has smoother finish. In many cases, one can maintain large areas with high speed scrubbing, and when a higher sheen is desired, frequent machine buffing. No waxes or synthetic finishes are required in order to have a soft patina or satin gloss. If you are unfamiliar with rubber flooring and accessories, do your research among several manufacturers. Each will have their own niche and a range of products at various price points. Which one(s) will work with you? Training in their products and in step-by-step installation is crucial. If you hope to do commercial business you should become an expert in rubber flooring. You’ll have a competitive advantage over those who are still limiting themselves to a plain mix of nft resilient products. ●

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Rubber. Now available in silver, platinum, copper and gold.

2011

Ru

M E T A L L U R G Y

Johnsonite® Metallurgy combines rubber flooring with modern metal aesthetics for a sleek, upscale look. Twelve different colors can be combined in bold and subtle ways for stunning metallic results. Then, coordinate the tile with metallic finishing borders, transitions and stair nosings for a complete flooring system that’s as practical as it is alluring. Johnsonite Metallurgy – cool elements of metal with the performance of rubber. That’s Balanced Choice. For more information, visit johnsonite.com.


Rubber Flooring and Accessories Gallery

CBC Flooring

Loxcreen Flooring Group Loxcreen unveils Discus rubber flooring and treads Loxcreen Flooring Group introduces Discus, a rubber flooring/stair tread program that combines functionality and aesthetics. Discus is available in a select range of colors and is designed to withstand the heaviest traffic. The product’s naturally slip resistant surface does not break or crack on bending, according to the company. For details, circle 354 on the Reader Inquiry Card.

CBC’s Indelval flooring requires no acrylic coating Indelval rubber flooring from CBC Flooring is available in more than 360 standard colors and made using an exclusive high-pressure system for an extremely dense surface that does not require acrylic coating, according to the company. Treads and nosing are also available. For details, circle 358 on the Reader Inquiry Card.

Roppe Corporation Dimensions from Roppe offered in three profiles Roppe’s Dimensions rubber tile is available in three profiles: Random, Stripe and Crackle. All patterns feature inherent slip resistance, comfort under foot, sound deadening qualities, and enhanced ROI, according to the company. For details, circle 351 on the Reader Inquiry Card.

Mannington

FLEXCO Flexco’s Evolving Styles offered in tile, sheet formats Flexco’s Evolving Styles Rubber Tile & Sheet is designed to provide an extremely comfortable walking surface along with great selection. Offered in two gauges, the flooring can use Flexco Rubber Welding Beads to create a seamless installation, the company said. For details, circle 341 on the Reader Inquiry Card.

Mannington’s Audio Spectra inspired by look of soundwaves Audio Spectra from Mannington Commercial is a rubber flooring tile with designs derived from spectrograph readings taken from different sounds. The three products – Silence, Hola and Tic Toc – are offered in 12” by 24” formats in colors ranging from neutrals to brights. For details, circle 356 on the Reader Inquiry Card.

Johnsonite Johnsonite’s Metallurgy recreates look of metal New from Johnsonite, the Metallurgy Collection of rubber tiles comes in 12 colors that emulate the look of real metals. Metallurgy tiles come standard in 1/8” gauge at 24” by 24” size in the Hammered texture; other textures are available by special request. For details, circle 343 on the Reader Inquiry Card.

Mondo Idea Mondo’s Idea features three flooring components Mondo’s Idea is a coordinated rubber flooring system with three products: One, a solid-colored flooring in 30 colors; Grain, a speckled flooring in 30 One base colors and coordinating flecks; and Decors, a patterned flooring in six designs, each available in two colors. For details, circle 344 on the Reader Inquiry Card.


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03.11>Green Matters

sponsored by:

Latest Breaking News at www.ntlfloortrends.com

Two W.W. Henry adhesives earn FloorScore certification

Custom’s Emerald System includes Carbon Credits

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ustom Building Products has launched its Emerald System of products. These products feature recycled material content and low VOCs, are manufactured regionally to reduce their energy footprint, and comply with all major green building initiatives, including ANSI (American National Standards Institute), CALGreen (California Green Building Standards Code) and USGBC (United States Green Building Council). Additionally, when a project using

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Emerald System Products is registered for a warranty, Custom Building Products will purchase Carbon Credits from TerraPass to offset the amount of CO2 created from the cement used in its products. “With the introduction of the Emerald System, we are taking action today to make green compliance easier and move forward on reducing CO2 emissions,” said Steve Taylor, Custom Building Products’ director of technical marketing.

Kelly named grand prize winner of Zeftron sustainability contest

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ulie Kelly, an interior designer at Chicago Design Network, was recently named the grand prize winner of Zeftron nylon’s second annual Sustainable Practices Award. Sheri Gorman, RD Weis Co.’s director of business development/marketing, was runner up. Kelly was selected for various ecofriendly lifestyle practices, which include reselling technology equipment and recycling materials at work as well as using energy-efficient products at home. Gorman’s sustainability efforts include coordinating reclamation activities for her customers and recycling clothes. “Honoring professionals like Julie and Sheri who live green at home, at work and in their communities is a key part of our ongoing environmental awareness efforts,” said Timothy Blount, Zeftron business leader.

he W.W. Henry Co. has received the Resilient Floor Covering Institute’s (RFCI) FloorScore Certification, designating excellent indoor air quality, for HENRY 430 ClearPro Clear VCT (Vinyl Composition Tile) and HENRY 640 VinylLock Pressure Sensitive Vinyl Flooring adhesives. “We are very pleased to have achieved this important designation,” said Mike Crouch, vp & gm of The W.W. Henry Co. In addition to having achieved the FloorScore certification, both products were recently launched with improved moisture resistance up to 90%RH. “Our resolve to reduce our environmental footprint, as well as deliver premium products that provide a distinct competitive advantage to our customers, is unwavering,” stated Stephan M. Liozu, president & ceo, ARDEX Americas. For more information visit www. wwhenry.com or call (866) 443-4455.

GreenGuard part of UL’s AQS acquisition Kelly selected Greensburg GreenTown, a non-profit in Greensburg, Kan., to receive a $1,000 donation in her name. A $250 donation was made on Gorman’s behalf to City Parks Foundation, a non-profit in New York City. Entries for the 2011 Zeftron nylon Sustainable Practices Award will be accepted on Earth Day 2011, April 22. For more information visit www.zeftronnylon.com.


Julie Kelly

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L Environment, a business unit of Underwriters Laboratories, has reached an agreement with Air Quality Sciences Inc. (AQS) to acquire AQS and its certifying body, the GreenGuard Environmental Institute. Financial terms were not disclosed. “This acquisition combines AQS’s worldclass technology and expertise, as well as GreenGuard’s brand recognition and scientific rigor, with UL’s trusted history of standards development, testing, and compliance to create a more comprehensive solution for testing and certification,” said Steve Wenc, UL Environment president. “By joining forces with such a recognized and reputable brand as UL, we are confident that we will boost consumer confidence in the green product marketplace,” noted Dr. Marilyn Black, founder of the GreenGuard Environmental Institute and chairperson at AQS.

03.11>Industry News

News/People/Places/Events Latest Breaking News at www.ntlfloortrends.com

APAC user could win custom-built chopper

Wisconsin, Washington FCAs among WFCA’s top affiliates

The Washington State Floor Covering Association (WSFCA) was the large category winner in the 2010 Howard Olansky/World Floor Covering Association Affiliate of the Year Awards. Pictured (from left): Jeff Golden, NFT editor and publisher; Phil Johnson, BNP Media group publisher; Shawn Loomis, WSFCA president; and Debbie Tott, WSFCA exec. director.

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he Wisconsin and Washington State Floor Covering Associations were the big winners of the recent 4th annual Howard Olansky/World Floor Covering Association Affiliate of the Year Awards. The companies were chosen as the top floor covering associations in the small and large categories respectively. Runners up were the Southern California Floor Covering Association in the small category, and Maryland/ Northern Virginia Floor Covering Association in the large category.

Phil Johnson, group publisher of NFT, Floor Covering Installer, and TILE Magazine, said the awards were a testament to the legacy of Howard Olansky, his late mentor and co-founder of Western Floors and Eastern Floors magazines that were later combined into NFT. “Howard was a very special man and was devoted with a passion and love for the floor covering industry. All he really wanted to see, throughout his life, was the excellence, growth and success of the profession,” he said before the awards were presented.

Alliance for Free Choice and Jobs in Flooring to combat ITC/DOC petition

The chopper pictured here is the grand prize in APAC’s sweepstakes promotion.

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istributors of APAC brand floor covering adhesives are revving up for 2011 with a new look in product packaging and marketing materials, supported by a custom motorcycle sweepstakes promotion. Through 2011, stickers will be placed within select APAC products with participation information. Each sticker provides an opportunity to win the grand prize, a custom chopper built by Demon’s Cycle in Pompano Beach, Fla., or one of several other prizes. The grand prize will be awarded at Surfaces 2012. Shaw announces new national ad campaign

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haw Floors will launch a new national consumer advertising campaign this spring. After six successful years building the Shaw Floors brand through the “I want a floor…” campaign, the company is changing to a focus on the busy, active lifestyle of today’s female consumer. The campaign is named “Rooms.”

Distributor appointments

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n response to a preliminary investigation by the U.S. International Trade Commission (ITC) and Commerce Department (DOC), a group of American flooring distributors, retailers, importers, hardwood lumber exporters and engineered wood flooring end-users have formed the Alliance for Free Choice and Jobs in Flooring (AFCJF). The group is protesting an attempt by some U.S. manufacturers to drastically curtail imports of engineered hardwood flooring from China.

According to Jonathan Train, AFCJF president, the Alliance grew out of discussions during Surfaces/StonExpo 2011. He believes “the real issue in this case is control of the flooring supply chain.” “Our primary goal is to see that no new duties are placed on imports. We plan to make an aggressive legal defense at the ITC final and we believe we have a strong chance to defeat the petition,” Train said. For more information, visit AFCJF at www.choiceandjobs.com.

Bedrosians Tile & Stone will distribute StonePeak porcelain tile products exclusively throughout Washington, Montana, Oregon, Idaho, Wyoming, Nevada, Utah, California, Colorado, Arizona and New Mexico. J.J. Haines & Co. has been named Flexco’s newest full product-line distributor, serving Georgia and Alabama. Multi-line flooring sales agency The Patton Group has signed an agreement to carry Mondo commercial flooring products to its customers in Northern California.


WFCA’s unveils updated wfca.org consumer website White Horse to launch products during upcoming China event

The new wfca.org consumer website.

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he World Floor Covering Association (WFCA) has completely revamped its consumer flooring website at wfca.org. The site offers consumers improvements in navigation and accessibility, in addition to digital tools and an enhanced user interface. The new site includes design articles and advice from Annette Callari, A.S.I.D., along with the latest in floor trends and consumer-relevant industry updates. It also features the interactive design tool Virtual Designer by EcoColor, which allows visitors to view hundreds of different floor styles in rooms that resemble their own. The member locator search was also redesigned. By entering a zip code, visitors will instantly receive a list of retailers in the area. “Website technology has evolved very rapidly and WFCA wants to ensure we continue to provide consumers and our members with the most advanced and up-to-date tools,” said D. Christopher Davis, WFCA’s president and ceo. “Our solid digital strategy will ensure that it continues to flourish and grow as an information resource and destination.”

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hite Horse, an Asian tile manufacturer with plants in Malaysia, Vietnam and Taiwan, will present an invitation-only product launch during the 17th China International Ceramic & Sanitaryware Fair, in Guangdong’s China Ceramic City, Foshan, April 18-22. Using the latest technology from Italy, the company produces diverse collections “that are on par with international standards in terms of design, quality and features,” the company said. The company has grown globally with a combined production capacity of 55 million square meters a year, with plans for expansion that will result in production of 115 million square meters a year. White Horse is currently seeking U.S. distributors and agents; interested parties can contact [email protected]. CBC Flooring names its top distributors, agents

Upcoming Industry Events Coverings 2011 – Las Vegas. March 14-17. (703) 683-8500. Domotex Asia/Chinafloor and Wood Flooring Forum – Shanghai, China. March 21-24. +86 21 6195 6088. Expo Build China – Shanghai, China. March 29-April 1. + 86 21 6437 1178. 17th China International Ceramic & Sanitaryware Fair – Foshan/Ceramic City, China. April 18-22. 86-757-82525961. Stonetech 2011 – Beijing, China. April 20-23. 86 10 8460 0335/0341/0804. KBIS/Vision 2011 – Las Vegas. April 26-28. (800) 933-8735. NWFA 2011 – San Diego, Calif. April 27-29. (800) 422-4556. For descriptions of Industry Technical Training Seminars, go to www.ntlfloortrends.com and click on the calendar link.


During the Agent MVP award presentation, from left: Jeff Collum, CBC Flooring; Drew Elshoff, Design Materials; John Thompson, Eco Agents; and Kaz Kondo, CBC Flooring.

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BC Flooring recognized its top distributors and agents of 2010 during its third annual Distributor & Agent Awards, held recently at Surfaces in Las Vegas. In total, 28 awards were presented, including a Platinum Level performance award for Spartan Surfaces, “the first company to obtain a Platinum Level award,” according to Jeff Collum, CBC Flooring director. Additionally, CBC Flooring honored its MVPs of the year. Eco Agents and Design Materials tied for the MVP award in the Agent category; Michael Halebian & Co. won in the Distributor category.

Left: Ron Feinbaum, HGTV svp and general manager, consumer products, with the HGTV Home – Flooring by Shaw carpet assortment. More than 3,000 show-goers were on hand at Shaw’s Unity show.

New Products, Website Programs the Focus of Shaw’s Unity Convention by Michael Chmielecki, associate editor

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haw Industries’ “Unity: Connect for Success” convention, held recently in Orlando, Fla., drew 3,254 show-goers, including 810 retailers from Shaw’s Design Center, Flooring Alliance and Flooring Gallery programs. According to Randy Merritt, Shaw president, Unity was the largest retailer event in Shaw’s history. “This is the largest retailer event we’ve ever hosted, and one of the largest events of its type in the industry,” he told attendees during the first morning’s general session. While new products were undeniably an important part of the convention, Merritt noted that one of the most important messages for retailers was to be aware of the new, Internet-savvy consumer. “Half of the world’s population is under 30, and if Facebook were a country, it would be the third-largest in the world,” he stated. “Social media isn’t just word of mouth, it’s world of mouth.” Promoting the company’s Shaw Web Studio program and the newly launched shawflooringnetwork.com, Vance Bell, Shaw ceo, noted that retailers needed to ask themselves some tough questions about younger consumers: “Are you truly prepared for the new consumer and the next generation of customers? Are you relevant to consumers under 40 years old?”

He added that business conditions are beginning to improve for retailers, while predicting a 4 to 5 percent increase in overall business this year. “It’s definitely getting better, but it’s going to be gradual,” Bell said. Bert Butler, president of Bob’s Carpet Mart in Clearwater, Fla., said that increasing his company’s presence on the Internet is a “major part of our business plan.” “We need to be ready for the younger generation,” Butler noted. New products Unity 2011 featured an extensive rollout of new products from nearly 40 vendors, including additions to Shaw’s ClearTouch and Kathy Ireland Color Wall displays; new Anderson solid and Epic engineered hardwoods; a rebranding of Tuftex carpet with a new Color Coordinates display system and the tagline “Your Color. Your Lifestyle. Your Carpet”; and new laminate, resilient, area rug and ceramic products. The company also gave a preview of its new HGTV Home – Flooring by Shaw line. The HGTV Home licensed collection, which will be available to select dealers in the spring, includes a full range of carpet, laminate, hardwood and area rugs, in five

product displays (including a carpet deck binder system), with a footprint of approximately 400 sq. ft. The carpet collection includes 28 Anso nylon styles in textures, twists, loops and velvets on a two-sided display. The hardwood display carries seven solid and nine Epic engineered products in 30 SKUs. The laminate flooring unit features seven products in 30 SKUs in a range of wood looks. The area rug display holds 20 miniature 2’ by 3’ area rugs, including 10 EverTouch and 10 ClearTouch styles. Heather Yamada, Shaw’s creative services marketing manager, said the HGTV Home collection will be supported with national television ads, marketing materials, a “Guide to Success” for retailers planning media for their local markets, and in-store POP. Gill Veilleux, owner of Floor Systems Inc. in Lisbon, Maine, said he would most likely sign up for the HGTV Home-branded collection, because of the resonance the brand has with younger people. “The younger generation is learning to get into diy projects through HGTV,” he explained. “So the brand will be great for attracting that generation [of nft consumers].” ●


F ocus on Resilient I

by Ray Thompson Jr.

Causes of Topical Discoloration in Resilient Floor Covering A few months ago, I covered the causes of bottom-up discoloration of resilient floor products. This month, I would like to examine the causes of topical discoloration to vinyl flooring products.

A A veteran of the flooring industry for more than 42 years and author of Focus on Resilient, Ray Thompson Jr. is a renowned installation expert and president of the Ray Thompson Floorcovering Institute in Easton, Wash. Ray conducts resilient, hardwood and moisture in concrete training programs for installers, retailers, distributors, and industry associations. He also serves as a consultant and operates his own inspection service. He most recently served as Armstrong World Industries, Senior Field Technical Specialist. You can reach him at rthompson@ cablespeed.com

resilient floor is subjected to contact with many household reagents and some of these can cause discoloration. Resilient manufacturers are engaged in a never-ending quest to formulate and manufacture a resilient floor that will not discolor. With each new breakthrough, they get a little closer to accomplishing that feat. Causes of topical discoloration include: Acids. They will turn the surfaces of some resilient materials milky and dull. One of the most common culprits is acetic acid, which is found in vinegar. If used regularly as a cleaner, the acid will etch and destroy the resilient product surface. Asphalt Trafficking. With increased use of asphalt in place of concrete, it is tracked into homes and offices on a regular basis from the roadway onto shoe soles and then onto the floor covering. Hardwood, carpet and ceramic are all subject to asphalt discoloration. Another product is the driveway coatings that are applied to asphalt driveways as a recoating. Typically, asphalt discoloration is most prominent near the outside entrance to the affected area; its effects are less severe elsewhere. The trafficking will create a noticeable traffic lane and the discoloration will be heaviest on the high profile areas of the material. Animal Secretions. Animals, especially those on medications or special diets, often secrete oils through their fur and urine. These oils can cause resilient flooring products to yellow. Burns from cigarette or something extremely hot are very obvious because of the associated distortion and discoloration. These burns can wrinkle the wearlayer and/or crinkle the wear surface and rearrange it in a manner that will diffuse light erratically to create a dull appearance.


Carpet Trafficking (crocking). Two things contribute to the tracking of carpet dyes onto the resilient products’ surface. The first is the carpet fiber’s inability to hold the carpet dye without it transferring to shoes or bare feet. Test for dye transfer by rubbing a clean white cloth on the carpet. Dye that transfers onto the cloth indicates crocking. Often, the second contributor to dye transfer is a highly alkaline carpet maintenance product. In both cases, the resilient discoloration will match the carpet’s color and will be heaviest in the transition area that leads from the carpet to the resilient floor. Heat Degradation is caused by prolonged exposure to temperatures in excess of 125°F (51.6°C). It’s most commonly found around heat vents, where temperatures can exceed 130°F (54.4°C). Heat degradation can also occur close to electrical motors in refrigerators, freezers and clothes washers.

Tree sap discolored this resilient floor causing yellow staining.

by Ray Thompson Any amount of heat coupled with a small oil leak is a definite cause of discoloration. Even a household electrical extension cord, when conducting excess current, will heat up and create a line of discoloration on the floor. Finally, heat degradation can occur along a sliding glass door. The amount of heat generated by the sun magnifying through the glass can well exceed the 125°F mark. Hot Spills. Boiling liquids of prepared foods high in acid content or hot liquids such as colored candle wax can cause discoloration when left on the surface of the floor for an extended period of time. Household Reagents. Many household reagents can cause discoloration to resilient materials. Among these, if allowed to set on the material, are candle wax, detergents, grape juice, lawn fertilizers, mustard, shoe polish, permanent markers, wax crayons and wood stains. Insecticides. Certain insecticides spilled or tracked on resilient materials can result in discoloration, especially if left on the material for a prolonged period of time. Light Degradation. Some type of florescent lighting can lead to an overall yellowish discoloration of resilient materials. This phenomenon is identified by the lack of discoloration where there is no light shining on the material, especially under toe kicks, beneath mats and in closets. Medications. Some types of medication can be secreted through the skin of humans to cause a discoloration (usually yellow) that’s concentrated where the affected person stands while barefoot. Topical skin treatments, either lotion or creams, can also cause discoloration. Medical Supplies. Many over-thecounter medical supplies also cause discoloration. The most popular among these are iodine and iodine-based products. Paint can be tracked for a considerable distance. Usually found as a concrete surface treatment, paint – especially red

– can be detected much the same way as asphalt tracking. The discoloration

Many household reagents can cause discoloration to resilient materials.

appears the same color as the paint. Plumbing Pipe Compounds used to fuse PVC pipe joints are similar in formulation to seam sealer. If these

Although it seems as though every piece of resilient material is prone to discoloration, the truth is manufacturers have done an excellent job of creating materials that are highly resistant to it.

compounds come in contact with the resilient flooring surface, they are there to stay. Sometimes, they appear as a cream color; other times as purple or blue.

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Printed Containers and Literature and/or cartons allowed to lay on the surface of a resilient floor for a period of time – especially if wet – are a possible cause of discoloration. Rubber Products (tires, furniture rests and shoes) contains sulfur, which can discolor some resilient floors. Tires and furniture rests will discolor the material if allowed on the surface too long. The same can be true of rubbersoled shoes when the floor is subjected to prolonged traffic. Another offender is the rubber feet on bathroom scales. These produce a yellow discoloration. Rust can be caused when metal comes in contact with a resilient floor. It may be possible to remove the rust, depending on how long the condition has existed. In severe cases, the discoloration is permanent. Solvent Attack and Solvent Spills. Solvent spills, especially on a dirty surface, will drive the contaminants into the material’s surface. Solvent can delaminate and distort wear surfaces (which can also be misconstrued as a discoloration). Close inspection is required to make that determination. Sun Scorching. When the sun shines through a window at exactly the right angle, the window acts as a magnifying glass to burn and discolor the material from a yellowish-brown to black. Window coverings that block the sun’s rays are advised to prevent this. Rubber-Backed Throw Rugs. The sulfur in certain types of throw rug backings, if left on the surface for a long time, will permanently turn a resilient floor yellow. Relax! Although it seems as if every piece of resilient material is prone to discoloration, the truth is manufacturers have done an excellent job of creating materials that are highly resistant to all of the items I have discussed here. Sure, resilient discoloration will remain a problem in the foreseeable future, but by properly educating sales staff, installers and consumers we can help prevent a lot nft of these problems. ●


Robert F. Kennedy Community Schools, Los Angeles. Photo courtesy Flexco

Everything You Need to Know About Flooring Emissions and LEED IEQ Credit 4.3 By Henning Bloech, LEED AP, executive director, GREENGUARD Environmental Institute Maria Rutland, LEED AP ID +C, marketing specialist, GREENGUARD Environmental Institute

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ith the success of the U.S. Green Building Council’s (USGBC) LEED Green Building Rating System, the terms lowemitting products and volatile organic compounds (VOCs) have become part of the construction industry professionals’ vocabulary. And with an increase of the knowledge of these terms, the demand for low-emitting flooring products continues to rise. In the face of ever-evolving credit requirements and compliance paths, flooring manufacturers, installers, and distributors need to master LEED flooring emissions requirements in order to satisfy the needs of specifiers and LEED project teams. The Importance of Indoor Air Quality Requirements Various flooring products have the potential to off-gas hundreds of VOCs—from irritants to carcinogens to reproductive toxins—into indoor air, jeopardizing the health of people who live, work, or play where the products are installed. This is true of many other types of products, but it is a particularly critical issue for flooring because it covers such a

significant portion of the surface area of a typical building interior. LEED addresses flooring emissions in Indoor Environmental Quality (IEQ) Credit 4.3 – Low Emitting Materials, Flooring Systems. The intent of the credit: “To reduce the quantity of indoor contaminates [sic] that are odorous, irritating and/or harmful to the comfort and well-being of installers and occupants.” The goal is to ensure that LEED certified buildings are not only greener than traditional construction, but also healthier. Fulfilling the requirements of this IEQ c4.3 is not always straightforward; thus, there can be a lot of confusion among LEED project teams as they try to select flooring products that make the greatest

contribution to the achievement of their indoor air quality goals. Why the Disconnect? The LEED Rating System attempts to take a holistic approach to sustainability by incorporating multiple criteria to address different environmental issues. While this is vital in the pursuit of more sustainable buildings, it also means that it can be very difficult, if not impossible, for project team members and LEED Accredited Professionals (LEED APs) to gain comprehensive expertise on requirements across the entire rating system. In addition, credit requirements sometimes differ in rating systems designed for different types of construction. To complicate matters further, the LEED

Chart 1 Adhesive Application

SCAQMD Content Limit

Carpet/Carpet Pad/VCT/Cove Base

50g/L

/Subfloor Adhesives Wood Flooring Adhesive

100g/L

Rubber Floor Adhesives

60g/L

Ceramic Tile Adhesives

65g/L


Fast Facts: LEED IEQ Credit 4.3 Compliance Path-Emissions-Based VOC EmissionsBased Compliance Path

Product Type

Run By

Individual VOCs Addressed

TVOC Limit

Notes

CA 01350 Testing

Carpet, Carpet Pad, Resilient Flooring, Wood Flooring, Adhesives

California Department of Public Health (CDPH)

Limits 35 VOCs

No

Lab report data must be provided.

Green Label Plus

Carpet, Carpet Adhesives

The Carpet & Rug Institute (CRI)

Limits 41 VOCs

Carpet: No Adhesives: Yes

Uses CA 01350 and sets limits on six additional chemicals.

Green Label

Carpet Pad

The Carpet & Rug Institute (CRI)

Limits 3 VOCs

Yes

Certificates of compliance available at www.carpet-rug.org

GREENGUARD Children & Schools

Resilient Flooring, Wood Flooring, Adhesives

GREENGUARD Environmental Institute

Limits 364 VOCs

Yes

Meets CA 01350 criteria and sets limits on more than 320 additional chemicals.

FloorScore

Resilient Flooring, Wood Flooring, Adhesives

Resilient Floorcovering Institute (RFI)

Limits 35 VOCs

No

Meets CA 01350 criteria but contains no additional requirements.

Rating System is constantly evolving to include new requirements. A new version of each rating system comes out every few years, and several processes designed to ensure that LEED remains technically relevant are in place to facilitate the adoption of new compliance strategies between published revisions. This is enabled by the Credit Interpretation Ruling (CIR) process, which allows project teams to request technical assistance and/or suggest alternate compliance paths to address credit intents for an individual project. If a CIR suggests a legitimate strategy outside the prescribed requirements, it can undergo the Performance/Intent Equivalent Alternative Compliance Path (PIEACP) process, which formalizes the creation of alternative compliance pathways that can be used on all future projects. Unfortunately, this constant development means that even those who once had a solid understanding of credit requirements can quickly lose their expertise. While it may not be possible to know everything about the LEED Rating System, it is possible to become an expert on one of the credits that matters most for flooring products: IEQ Credit 4.3.

De-Mystifying LEED Flooring Emissions Requirements The good news is that specifiers are depending on flooring manufacturers and contractors to answer how products contribute to LEED credits and to demonstrate compliance through thirdparty certification. They are looking for hassle-free solutions, and manufacturers who understand the requirements and know how to provide appropriate documentation have a competitive edge. It is no longer enough just to have a vague awareness of flooring certification programs. Manufacturers and flooring contractors need to understand the requirements behind flooring certification programs and how they compare to the requirements of the LEED Rating System itself. The key to decoding LEED flooring emissions requirements is to understand that they are based on California Section 01350 (California Department of Public Health Standard Practice For The Testing of Volatile Organic Emissions from Various Sources Using Small-Scale Environmental Chambers). This emissions test method defines acceptable emissions limits for 35

VOCs that are known to be harmful to human health. CA 01350 is also the basis of the Resilient Floor Covering Institute’s FloorScore certification and the Carpet & Rug Institute’s Green Label Plus certification. Therefore, products certified under either FloorScore or Green Label Plus can help fulfill LEED IEQ Credit 4.3 requirements. In fact, as the development of the credit progressed and became more stringent and comprehensive, both certifications were written into the credit language. The latest version of IEQ Credit 4.3 has also evolved through the PIEACP process to include GREENGUARD Children & Schools Certification as a compliance path. When the GREENGUARD Children & Schools standard is compared against CA 01350, it is easy to understand why. The GREENGUARD Children & Schools Certification not only includes limits for the 35 chemicals defined by CA 01350, but also imposes limits on over 320 additional chemicals, requires that products meet a total volatile organic compound (TVOC) limit, and incorporates other requirements that make it more protective of human health.


The LEED Timeline 2001-2002

LEED for New Construction 2.0 and 2.1 launch with original IEQ Credit 4.3. Credit addresses only carpet systems and requires that they meet the requirements of the Green Label program.

2003

LEED for New Construction v 2.2 is released. Credit still only addresses carpet systems, but now requires Green Label Plus for carpet and Green Label for carpet pad.

November 2004

LEED for Commercial Interiors v 2.0 is released. IEQ Credit 4.3 mirrors LEED for New Construction requirements and only addresses carpet systems. Green Label Plus is required for carpet and Green Label for carpet pad.

October 2006

USGBC issues a ruling that FloorScore certified hard flooring can be submitted as a compliance path for EQ Credit 4.3 if the hard flooring makes up 25% of the floor area and if 100% of the hard flooring is FloorScore.

2007

The LEED for Schools Rating System is released. CA 01350 is identified as the required criteria for all types of flooring. CA 01350 compliance, rather than VOC content criteria, is also required for flooring adhesives.

April 2009

The LEED v3 rating system is released and includes updated versions of LEED for New Construction, LEED for Commercial Interiors, and LEED for Schools. In this version, IEQ Credit 4.3 is updated to include requirements for all types of hard flooring as well as carpet, flooring finishes, and flooring adhesives (though flooring adhesives were previously already covered under IEQ Credit 4.1). The new systems reference compliance paths.

February 2009

USGBC recognizes CA 01350 product testing.

July 2009

USGBC recognizes CA 01350 testing as an alternate compliance path.

October 2009

USGBC formally recognizes GREENGUARD Children and Schools Certification as an alternate compliance path to LowEmitting Materials flooring in LEED Rating Systems.

March 2010

LEED for Retail is released. IEQ Credit 4.3 language mirrors that in other LEED v3 rating systems (except LEED for Schools).

November 2010

LEED for Healthcare is released. IEQ Credit 4.3 requires that all carpet and hard flooring show compliance with CA 01350.

Fast Facts: LEED IEQ Credit 4.3 Compliance Path - Content-Based VOC Content Based Compliance Path

Product Type

Run By

Green Seal - 36

Adhesives

Green Seal

SCAQMD Rule 1168

Adhesives

Run by the SQAQMD, the air pollution control agency for Orange County and urban Los Angeles.


Flooring Adhesive Requirements: Content vs. Emissions IEQ Credit 4.3 requirements for flooring adhesives reference CA 01350, as well. Accordingly, adhesives that are certified under GREENGUARD Children & Schools, FloorScore, Green Label Plus, or those that can document CA 01350 testing would comply. The requirements also provide an option to use content criteria from the South Coast Air Quality Management District (SCAQMD). (See SCAQMD rule 1168.) Using the content option, Green Seal certification (GS-36) or a material safety data sheet (MSDS) showing that a product

Manufacturers and flooring contractors need to understand the requirements behind flooring certification programs and how they compare to the requirements of the LEED Rating System itself.

meets SCAQMD rule 1168 would also be a strategy to show compliance. Note that LEED for Schools does not allow for content-based criteria, as it acknowledges only emissions criteria, which are more protective. (Chart 1) All Compliance Paths Are Not Created Equal The various compliance paths often raises questions about which criteria are more protective from an indoor air quality perspective. A recent report from the U.S. Environmental Protection Agency (EPA), entitled Criteria for Evaluating Programs that Assess Materials/Products to Determine Impacts on Indoor Air Quality, suggests

that relying on MSDS sheets and VOC content requirements to predict indoor air quality impacts can be problematic. The report states, “First, because MSDS only deal with known hazards, many VOCs will not be listed. Second, some pollutants not contained in the product may be in the emissions. Third, this method of determining emissions will almost always be incomplete, because identification of emitted compounds will be uncertain, and information on emission rates is lacking. Fourth, VOC content information provides no data on individual compounds, many of which may be toxic or carcinogenic.” When it comes to emissions-based programs, comprehensive criteria that address the most VOCs and other

The various compliance paths often raises questions about which criteria are more protective from an indoor air quality perspective.

About the authors

Maria Rutland, LEED AP ID+C is marketing specialist for the GREENGUARD Environmental Institute (GEI). Maria works to help educate the commercial building industry about the importance of indoor air quality and its impact on human health. She is an active member of the U.S. Green Building Council Georgia Chapter, helping develop educational events and curricula that contribute to LEED AP credential maintenance.

Henning Bloech, LEED AP is the executive director of the GREENGUARD Environmental Institute. He is responsible for the strategy and positioning of GREENGUARD in the global market, leading strategic development and growth initiatives. Previously, Henning was the Global Sustainability Director for INVISTA. He has published numerous articles and business cases on sustainable product selection, indoor air quality, source control and green procurement. He is an established speaker and has held training seminars and presentations on green design, indoor air quality and healthy buildings at conferences and symposia around the world. Henning is an active member of the Green Products Roundtable and the TFM Green Buildings Advisory Board.

pollutants are key to ensuring that the finished space will have the best possible indoor air quality. Helping LEED the Way to Healthier Flooring Options Regardless of whether a project seeks LEED certification, understanding LEED product emissions requirements and being able to provide the lowest emitting product options gives floor covering industry professionals a clear competitive edge. When it comes to something as important as indoor air quality, fulfilling credit requirements is good, but exceeding them is better, helping create a truly healthier space is nft best of all. ● Circle 10 on Information Card


03.11>Products 1

Gulistan launches 9 new carpet styles Gulistan Carpet has introduced nine new carpet styles using cashmere soft Stainmaster Luxurell type 6,6 cfn. Plaza, Park Plaza and Plaza Suite are good-better-best textures; other products include Paradise Touch (with a wool-like luster); Dakota Berbers, Pleasant Field and Richfield (contemporary friezes); and Kingsmill and Kingsford (ultra-soft casual friezes in barber pole tones). For details, circle 318 on the Reader Inquiry Card.

2

Karastan expands three nylon rug collections Karastan has expanded its product portfolio with additions to three collections: Knightsen, Carmel and Artois. All three series are woven on Wilton looms in the U.S.A. from premium quality two-ply nylon yarn. For details, circle 350 on the Reader Inquiry Card.

1

3

Three new carpets styles from J+J/Invision J+J/Invision has expanded with two budget-friendly carpet tiles, Coalesce and Collaborate, and Chain Maille broadloom carpet. Chain Maille. Collaborate is a smallscale design featuring a loose, offset square with more definite patterning; Coalesce offers a more subtle texture; Chain Maille is created using Ultron nylon and comes in 18 colors. For details, circle 336 on the Reader Inquiry Card.

3

4

Custom Building Products unveils new branding, packaging, grout colors Custom Building Products is showcasing its complete line of custom grout solutions with a new ad campaign, branding and packaging for its Polyblend, Prism and Prism SureColor grout collections. New colors have also been added to the company’s Polyblend, Prism and CEG-Lite grout brands.

2 5

Tuftex, Anderson partner for Color Coordinates selling system Shaw Floors’ divisions Tuftex Carpets of California and Anderson Hardwood have launched the Color Coordinates display system exclusively for Shaw Design Center retailers. The program includes 14 carpet styles in 48 colors. Additionally, the collection includes 16 Anderson hardwood styles designed to complement the carpet styles. For details, circle 352 on the Reader Inquiry Card.

Congoleum connects with retailers in Cash Connections promotion

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5

Congoleum will be connecting with retail salespeople every time they sell Connections Glueless Flooring during the Cash Connections Retail Salesperson Promotion. Retail salespeople can earn $4 per carton when selling seven cartons or more of Connections until March 31, 2011. To register, visit www. cashconnections.congoleum.com.

6

Accu-Cut introduces laser cutting machine for rugs The new Accu-Cut Laser Cutting model is designed to cut and/or engrave custom designs and logos in carpet to transform them into area rugs and mats. The machine’s operator can simply scan a design or logo then electronically transfer the images to the machine; within seconds the machine’s laser cutting heads will automatically cut out or engrave the pattern. For details, circle 324 on the Reader Inquiry Card.

7

CBC Flooring adds EcoSpray to green adhesives line New from CBC Flooring, EcoSpray adhesive is FloorScore certified and packaged in recyclable aluminum canisters and postconsumer recycled boxes. With a low-VOC formula and zero ozone-depleting propellant, EcoSpray is approved for use with all CBC Flooring products, and reduces installation time, the company says. For details, circle 348 on the Reader Inquiry Card.

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8

Mercier adds Hickory to solid hardwood line Mercier Wood Flooring has added Hickory to its product range, available in 3/4” solid format in 3 1/4” and 4 1/4” widths. The series is available in five colors: Fundy, Hampton, Jasper, Terra Nova and Tremblant. For details, circle 346 on the Reader Inquiry Card.

9

7

8

Alloc debuts Prestige laminate collection New from Alloc, the Prestige HPL laminate flooring collection is the first-ever to feature the company’s new 4G aluminum locking system on the long side and the new 5G-S locking system on the short side. The Prestige series of narrow hand-scraped embossed wood looks feature two new size formats, narrow 5” wide, and wide 12” planks in stone and wood visuals. For details, circle 320 on the Reader Inquiry Card.

10 CBC Flooring launches updated HVT products

CBC Flooring has expanded and updated its family of TOLI homogenous vinyl tile (HVT) products with 21 new colors in Fasol Plus, Linotesta and Viale. All three product lines feature 50 percent pre-consumer recycled content and contribute to LEED credits. For details, circle 322 on the Reader Inquiry Card.

Roomsalive debuts 3-D Virtual Design Studio

9

10

Roomsalive is a new interactive design website that aims to change the way consumers shop for flooring, furnishings and wall tile, the company says. The site allows consumers to view selected products in professionally designed rooms, receive design advice from designer Mark Thee videos, shop online and in dealer stores. For details, circle 328 on the Reader Inquiry Card.


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03.11>Ad Index Use the Free Information Card on opposite page to receive free information about products and services mentioned in National Floor Trends magazine. Find the Free Information Number at the bottom of the ad or editorial item and circle the corresponding number on the Free Information Card.

Company Name

pg. no.

RS no.

pg. no.

Company Name

RS no.

American Marazzi Tile .....................................................5 (972) 232-3801 • www.marazzitile.com

1

W.W. Henry Company ......................................................9 (800) 232-4832 • www.wwhenry.com

37

APC Cork.........................................................................14 (866) 222-3241 • www.apccork.com

4

WFCA ...............................................................................15 (800) 624-6880 • www.wfca-pro.org

25

Ardex Engineered Cements ..........................................37 (888) 512-7319 • www.ardexamericas.com

30

White Horse Ceramic .......................................................7 (69) 6269 0555 • www.whitehorse.com.sg

33

Bengard Mfg., Ltd...........................................................36 (800) 565-6653 • www.loxcreenflooring.com

8

Woodpecker/Namac Ind. ...............................................35 (800) 357-7181 • www.namac.com

7

Custom Building Products .............................23,25,27,29 (800) 272-8786 • www.custombuildingproducts.com

Editor’s Note. The Advertiser’s Index is provided as a service to our readers. No liability is created by nor accepted for any inadvertent errors or omissions.

Dodge Trucks Chrysler ............................................ 30-31 (877) 2-THELINK • www.ramtrucks.com/commercial Faus Group, Inc. ...............................................................3 (888) 231-3287 • www.fausfloor.com

3

Florida Tile ......................................................................21 (800) 352-8453 • www.floridatile.com

19

Formica Flooring ............................................................19 (800) 777-5145 • www.formicaflooring.com

22

Healthier Choice Carpet & Cushions ...........................24 (800) 872-8426 • www.healthierchoice.com

6

Johnsonite, Inc. ..............................................................41 (800) 899-8916 • www.johnsonite.com

18

LATICRETE......................................................................40 (800) 243-4788 • www.laticrete.com

9

MAPEI Corp. .....................................................................2 (954) 246-8888 • www.mapei.com

34

Musson Rubber Co. .......................................................53 800-321-2381 • www.mussonrubber.com

10

Interviews, Demonstrations, Audio, Surveys, Live Links, Searchable, Products in 360° and Much More!

Roppe Corp. ....................................................................60 (800) 537-9527 • www.roppe.com

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Where NFT Comes to Life Seneca Millwork, Inc. .....................................................17 (800) 228-6671 • www.senecamillwork.com

21

Surfaces 2012 .................................................................13 (800) 547-3477 • www.surfaces.com

5

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Editor’s Note: Welcome to Industry Q&A, an ongoing feature highlighting members of the industry and their companies. Interested in participating? Contact Jeff Golden at GoldenJ@bnpmedia. com or (818) 224-8035 ext. 2218.

Industry Q&A:

Chris Dutton, Faus Group

N

FT recently spoke with Chris Dutton, Faus Group’s marketing manager, about the company working again with distributors, its newest products and initiatives, and where the economy may be going in 2011. Why did Faus go back to selling through distributors as opposed to a direct sales approach? I’ve been surprised by the number of people who assumed the move to direct sales was a planned, strategic decision; in fact, it was a reaction to a major distributor that suddenly ceased operations. Once the company was able to take a step back, stabilize its operations, and evaluate its strategic direction, it was clear that we were simply not happy with a direct sales model. To that end, we have refocused on forming strategic alliances with progressive distributors who can provide the level of support and insight local dealers need for sustained success. We continue to sign dealers in territories without a distributor, and the entire Faus team does a wonderful job supporting these dealers, but it’s not a sustainable business model. We need distribution. What are some of Faus’ newest products? Most of the products developed and released by Faus are unique to

the industry; our new multi-direction charcoal slate decor in absolutely stunning. Right now we have several multi-width decors nearing commercial production. I haven’t ever seen a single plank design that incorporates a narrow-, mid- and widewidth strip appearance on a single plank, so I think this will really shake up the laminate category. It’s a very simple and value-driven solution to the complex requirements you would find in a true multi-width hardwood installation. How important is sustainability to Faus? Taking the issue out of an ethical realm, I just find it to make good business sense. We are pretty darn good at making a sustainable product. There are a few immediate things I can see in our IT infrastructure that could be implemented to save the company time and reduce our carbon footprint. Additionally, with our parent company based in the EU, there are a lot of things we currently do in Europe that could be implemented here, allowing us to benefit from their previous experience. There are some other things we are also doing, but it would be premature to speak about them at this point, though I hope to speak of them soon.


What’s on the horizon for the company? As the company moves forward, we are establishing a Faus Forward team, consisting of cross-functional team members representative of all aspects of the business. These members will be charged with evaluating business processes, customer service, and product development to deliver incremental improvements in the months ahead. We’re optimistic that we may not only find efficiencies for the business, but also establish improved morale among our workforce, as they get greater input into how the business operates. If there is a way to gain efficiency, make workers happier, and make our customers happier, I could care less if the idea originates in shipping and receiving or a top-level C-Suite – I just want to hear the idea and see if it might make sense for the business. Finally, where you do see the economy going this year? Do you see signs of a recovery? I’m quietly optimistic that after what felt like a double-dip recession, we may finally be working toward a sustained growth in the economy. While Faus is a private company and doesn’t provide sales figures, we think that as petroleum prices once again make their inevitable march north, laminate manufacturers will fill a niche for quality, sustainable products not as susceptible to turbulent commodity markets. For Faus, this immunity from market volatility is even greater, because 90 percent of our product is sourced and manufactured at our facility in Calhoun, Ga., so we are not impacted greatly by shipping fees or long lead times. Taking all of that information into consideration, and looking at the great dealer and distributor network we are building, we are certainly nft optimistic about the future. ●

“Many times I wanted to give up, not try to recover. If it weren’t for my wife and many people within the floor covering industry, I would have… It’s impossible to express the gratitude we feel. It’s more than financial assistance – it’s giving hope when there seems to be none.” — JOE STANOVSKY * FCIF BENEFICIARY SINCE 1985

When industry colleagues face catastrophic illness or severe disability, the Floor Covering Industry Foundation is there with the financial support they need and the compassion and dignity they deserve. If you know an industry colleague in need, visit www.fcif.org to find out how to apply for a Floor Covering Industry Foundation grant.

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perfect solution

Roppe Corporate Palette With a palette of popular neutrals and muted tones well-suited to today’s corporate climate, Roppe rubber flooring offers the 195 light gray

198 ivory

129 dolphin

171 sandstone

139 deep navy

177 steel blue

100 black

versatility to coordinate with upholstery, furnishings and other corporate color accents. With 70 colors and an extensive palette of patterns and textures, let Roppe rubber tile open your doors to new opportunities.

619 java

120 tan

193 black brown

184 almond

148 steel gray

185 burgundy

Your link to Roppe products and LEED® documentation. For more information, please visit: roppe.com.

Explore your options with our online FLOORING DESIGNER at roppe.com

1.800.537.9527 | roppe.com Circle 2 on Information Card

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