Contractor Advantage September / October 2023

Castle Building Centres Group Ltd. is a Canadian member-owned, Lumber, Building Materials and Hardware buying group representing over 300 member locations across Canada.

Contractor Advantage Magazine is the exclusive publication of Castle Building Centres Group Ltd. featuring quality Castle vendor brands available at Castle Building Centres locations.

Visit castle.ca to find a Castle location in your area.

Editorial Director Castle Castle Building Centres Group Ltd.

Jennifer Mercieca

Art Direction and Design

Espress Labs Inc.

Contributors

Lawrence Cummer

Lisa Gordon

Advertising Inquiries and Marketing Contact

Jennifer Mercieca

Director of Communications

Castle Building Centres Group Ltd.

905-564-3307

jmercieca@castle.ca

Material Contact

Linda Saaman

Marketing Administrative Assistant

Castle Building Centres Group Ltd.

905-564-3307 ext 219

lsaaman@castle.ca

Published and designed exclusively for Castle Building Centres Group Ltd. by Espress Labs Inc.

On the cover: Goodfellow Inc.

ABOUT CONTRACTOR ADVANTAGE

SEPTEMBER / OCTOBER 2023

Volume 28 Issue 5

CONTRIBUTORS CONTRIBUTORS

LAWRENCE CUMMER

Lawrence (“Law”) Cummer is a freelance writer and editor and has been a frequent contributor to Contractor Advantage, Ideas and Rough Construction for nearly a decade. Over his more than 20-year career, Law has written about contracting and construction, general business, information technology, health and safety, personal finance and almost every topic in between. He has a passion for storytelling and sharing how people can work better, easier — and “smarter” — from contractors to technologists to business executives.

LISA GORDON

Lisa Gordon is a freelance writer and editor based in Port Dover, Ontario. For nearly 25 years, she has specialized in creating custom content for trade and association magazines, websites, newsletters and marketing materials. Contact her at mustangmediaservices.ca.

06 THE LOW-DOWN ON FLOORING BUSINESS IN 2023

After a few tumultuous years, with climbing flooring prices and challenged supply chains, the flooring market is seeing a post-covid cooldown

FARMHOUSE FLAIR

Today’s hottest faucets and fixtures are driven by the unceasing demand for the “modern farmhouse” blend of nostalgic tradition and contemporary function

THE LOW-DOWN ON FLOORING BUSINESS IN 2023

Written by Lawrence Cummer

Photo courtesy of Taiga Building Products

After a few tumultuous years, with climbing flooring prices and challenged supply chains, the flooring market is seeing a post-covid cooldown.

That’s not to say, however, that opportunities aren’t there for contractors with the install expertise, product familiarity and customer service strength to take advantage of them.

“Definitely, the flooring market is still alive and positive,” says Sven Johnson, Director of Flooring at Taiga Building Products. “It certainly has cooled off from the record and unprecedented increases through the pandemic.”

He says the market is still seeing above-normal activity compared to before 2020, and attributes it to several factors, including real estate boons and housing shortages in certain areas of the country, such as the Maritimes and Prairies.

It’s a perspective shared with many of his peers at leading floor vendors. “The flooring market is in a covid correction,” notes Jeff Morrison, Vice President at Goodfellow Inc. He notes that the biggest trail off is at retail and in large urban and suburban centers.

Photo courtesy of Taiga Building Products

Photo courtesy of Goodfellow Inc.

“A lot of people did renovations during covid, and now they’re back in the office. So, in 2020, 2021 and 2022, we traded some future business for people to do things then.”

“Also, the share of wallet has changed,” he continues. “Consumers are now spending money in other places. You see it at the airports, on the roads, at the restaurants. People are out and about again.”

INTEREST RATES AND INFLATION IMPACT

In July, as an ongoing inflation countermeasure, the Bank of Canada raised the benchmark inflation rate another 25 basis points, to 5.0%, and it suggested future hikes were possible with no likelihood of cuts in sight. On the reverse, inflation had cooled to 3.4% in May, from its peak at 8.1% in June 2022.

As interest rates continue to rise, Morrison adds that householders are thinking twice about projects they invest in. Still, with a pronounced housing shortage, he sees a huge opportunity for

flooring installers in custom homes and multifamily units, with new builds returning to a normal rhythm.

“There’s still a lot of work,” he says.

Ross Keltie, Vice President of Sales and Marketing of Centura Tile, calls the market “a little soft” in part due to financial uncertainties and rate hikes, but he’s optimistic. Soft, of course, compared with the last three or four years, which he says have been “absolutely stunning.”

To strengthen their business in a softer market, he suggests contractors not ignore the renovation market. “It’s not going to be as hot, but it’s still a very good market. A lot of people couldn’t get contractors or get their jobs together because the prices went up.”

“Now that prices have stabilized, people who didn’t spend their money on holidays, they’re going to be out there taking advantage of the new pricing and availability that’s there.”

Photo courtesy of Centura Tile

Photo courtesy of Centura Tile

“People have money,” he says, citing the interest he’s seeing in showrooms. “It’s just you have to offer them a good value for them to open their purse strings.”

VINYL & LAMINATE CONTINUE TO TREND UP

While a decline in house flipping has slowed down the use of some entry-level flooring systems, the “vinyl revolution” continues, according to Morrison.

However, past poor installations have some homeowners a bit warier of certain products, such as SPC (stone plastic composite) vinyl, since it’s paramount that subfloors be level to prevent

separation. With that in mind, Morrison says he’s seeing more contractors turn to loose-lay vinyl flooring installed with adhesive.

“Ironically, glue has become a big deal in the couple of years,” he says, adding that glue assistance is also vital to installing the wider widths of engineered wood planks homeowners are seeking lately. Contractors need an adhesive that’s not only effective but easy to clean off surfaces, he says, pointing to Stauf Adhesives distributed by Goodfellow in Canada.

Photo courtesy of Gillfor Distribution Inc.

Mike Schneider, Vice President of Business Development at Gillfor Distribution Inc., echoes the sentiment that contractors must be attentive to the underlayment and instructions around SPC vinyl.

“I think because it’s so easy to install and so forgiving when you first put it down, some installers have not done the proper preparation work, leading to a larger number of claims (around SPC) than the industry has seen in the past,” he notes.

“It’s installation error, but due primarily to expecting too much from the product.”

After three years of high demand in the market, and with its 2022 acquisition of AFA Forest Products, Gillfor is in planning mode for 2024

Photo courtesy of Gillfor Distribution Inc.

with R&D top of mind. “We believe there are some significant changes to flooring happening right now,” Schneider says. “And a lot of R&D catchup that needs to be happening.”

One of those areas of recent R&D-sparked improvement is around laminate, increasing its popularity with homeowners. The area of improvement helping the material gain traction: water resistance.

“One category on a growth spurt is laminate, and it’s competing directly with luxury vinyl because of its ability to resist moisture,” Johnson says. “People are very conscious of water and whether it is going to ruin their floor.”

Photo courtesy of Goofellow Inc.

“It may be overstated, but we’re trying to provide a product that makes them comfortable, and we’re seeing a lot of demand for water-resistant laminate, which is new.”

Johnson points to another consideration being made around laminate, the low-emissions mandate in effect around the material. It’s a good news story, he says, adding that his company is 100% compliant with new emission regulations.

As aesthetics go, it may be no surprise that wood grains and natural tones continue in popularity, and the trend towards wider planks or tiles continues in hard surface flooring. Lighter, warmer tones and greys with a touch of brown or beige (“greige”) are popular.

DIGITAL DRIVES UP INTEREST IN PORCELAIN TILES

In tiles, bigger is better, with homeowners looking for larger size tiles, such as 24”x24” or 24”x48” ceramic tile, resulting in fewer grout lines.

“The size is moving up, and with that, so are the designs,” Keltie says. “And people are that much more into decorating — with a larger format — and at the end of the day, it also adds value to their house.”

He says Centura is also seeing a shift from grey back to beiges and warm colours. “When it comes down to the basics, a lot of people fall back to soft and subtle marble looks.”

Photo courtesy of Taiga Building Products

Advances in digital printing have been taking tile surfaces to another level, Keltie suggests. For example, they aren’t just giving porcelain tiles the look of natural stone like marble, but with new and improved glazes, the feel — cost-effectively, and with virtually no maintenance.

Photo courtesy of Taiga Building Products

“For the last five years or so, it’s been ‘shiny, shiny, shiny’ but now people are going for the softer, silkier look. And they are hard-pressed to see the difference between real marble and the copy,” he says, pointing to Touchstone 3D-printed porcelain tiles from Italian manufacturer Coem as a prime example.

Meanwhile, the tiles are easier to install and clean with a little detergent and hot water. Porcelain tiles are also stronger, harder and more water-resistant than regular ceramic tiles.

CREATING TRUST. START WITH LISTENING No matter the flooring system, getting it right is essential. No one wants callbacks or unhappy clients.

Johnson points to the golden rule (and three sub-rules, pun unintended): start with floor prep.

“The three golden rules are clean, sound, and flat. If you can start there, you’ll have a better chance to succeed with a perfectly installed floor (they) can be happy with for years to come without fail.”

Of course, it’s not just about preventing callbacks that should drive contractors to focus on following the rules and not cutting corners. “I think there is an opportunity for contractors who stay true to the instructions and the installation guides to step up and become trusted installers for the dealers they are working with,” Schneider points out.

Building trust is key, whether with a client or dealer. With an eye on growth in floor replacements coming (from soft to hard surfaces), Johnson lays down one last piece of perennial advice:

“Really listen to the customer’s needs, wants and desires. At the end of the day, they want a warm, refreshed living space,” he espouses. “You will win more business if you take the time to really listen and meet those needs. Stay focused on customer service.” —

FARMHOUSE FLAIR

Today’s hottest faucets and fixtures are driven by the unceasing demand for the “modern farmhouse” blend of nostalgic tradition and contemporary function

Written by Lisa Gordon

According to The New York Times, today’s ubiquitous modern farmhouse style was born about a decade ago on the hit HGTV show “Fixer Upper.”

Characterized by a clean look and a neutral colour palette, modern farmhouse exteriors typically feature vertical white siding, chunky wood and stone accents, metal roofs and black-framed windows. As the hottest style of the day, the modern farmhouse has proven it’s not just a flash in the pan – it’s a trend with staying power and a strong influence that extends inside the home, too.

In fact, the modern farmhouse style continues to drive the design of interior furnishings, fixtures and finishes – including bathroom and kitchen faucets and all manner of accessories.

“Lots of people were hesitant about the strength of this style and its accompanying matte black finishes, but we’ve seen no sign that it’s abating,” confirmed Peter Thomson, VP of National Accounts at Taymor Industries Ltd. Founded in 1947, Taymor is a privately-held Canadian company that makes the second-largest brand of bathroom hardware in the country, available through coast-to-coast distributors.

“Modern farmhouse is just as it sounds –a modern twist on the farmhouse style,” continued Thomson. “The most common finishes in this style are matte black and white. Currently, this is the most prevalent style for single-family homes.”

Not long ago, Taymor surveyed 500 Canadians who had recently renovated their bathrooms. It turns out that consumers rank product design, quality and value as their top three most important factors, in that order.

Photo courtesy of Taymor Industries Ltd.

“The matte black finish is the No. 1 trend in bathroom hardware, with square and rectangular shapes,” said Thomson. “Beyond that, chrome and satin nickel continue to be strong. Styles are sophisticated but not ornamental – the heritage style has gone out of favour, as have the aged bronze finishes.”

Today, fixtures boast the “soft modern” look –essentially characterized by rectangular or square shapes with rounded or softened edges.

Thomson said space is often at a premium in bathrooms, so consumers are putting the emphasis

on functional fixtures – using robe hooks instead of towel bars, for instance.

Taymor’s survey also revealed that many homeowners shop in-store first and check online retailers second. The reason? They want to feel the product to gauge its quality. Also, if they’re considering something a little bit different – the emerging matte gold finish, for instance – they want to see it with their own eyes.

Looking ahead, Taymor is planning to expand its finishes to include options like matte or velvet white and satin brass.

Photo courtesy of Taymor Industries Ltd.

“Satin gold or satin brass has the most variety as a finish,” said Thomson. “There is a huge range of colours and textures, so matching between them can be very challenging. Gold seems to be prevalent in lighting, but I would say there’s not as much penetration in the real world versus television. The reality is that gold is almost never used in condos and it’s still quite limited in single-family homes. Gold is used mostly for accent pieces. The three biggest are lights, cabinet knobs and statement faucets in the kitchen.”

Despite these trends, the modern farmhouse still welcomes vintage-inspired fixtures and accessories.

“There is a place for signature pieces that have an antique patina with a simple design,” concluded Thomson.

MODERN TREND

Unlike our neighbours south of the border, Canadian consumers appear to be more receptive to modern designs.

“The U.S. is very traditional,” said Jesse Calay, Channel Marketing Manager with Pfister, a manufacturer of bathroom and kitchen faucets as well as bathroom hardware. “They prefer a more traditional design, and their market is more focused on brushed nickel.

“In Canada, we’re seeing a trend now toward modern bathroom faucets. The matte black finish is getting a lot of traction, and we’ve seen a lot of interest in brushed gold. That’s a tricky finish to pull off – some of them look yellow or brassy, but ours is a true, elegant gold.”

Photo courtesy of Pfister

Photo courtesy of Pfister

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Calay also pointed out that edges are rounder and “soft modern” is everywhere. “It’s characterized by soft, square edges with a subtle curvature. We’re seeing that soft transitional look carrying over to seamless design.”

Pfister is expanding its product line to include a range of new finishes and options.

In 2024, its popular Fullerton four-inch centre set faucet will be available in matte black in addition to the original chrome. Pfister has also launched two new product families: Barulli and Rancho, available in all finishes.

Calay said the company is also excited to release its upgraded finish, Spot Defense, for all matte black faucet families.

“It will be applied to all products moving forward to prevent soap scum, fingerprints and watermarks,” he explained. “It will be available sometime in 2024. It doesn’t look any different – it’s just easier to keep clean.”

In keeping with the modern farmhouse style, Pfister is also seeing demand for vintage-inspired styles with a modern twist. The company recently adapted its Rhen faucet by changing its flared, fluted base to a smooth but curvy silhouette.

“In the kitchen, some consumers want a showroom faucet,” said Calay. “They want to take it and turn it into something lively.”

Rick Pitre, National Account Manager for the Hardware and Home Improvement Group at Pfister’s parent company, ASSA ABLOY, added that one trend he’s noticed is mixed finishes in both the bathroom and the kitchen.

“For instance, cabinet hardware may be brushed gold and the faucet matte black,” he said. “It looks sharp.”

Calay said Pfister offers a wide range of innovative products in terms of finish, selection, style and price point. Plus, Pfister faucets are very easy to install, making them attractive to both contractors and handy homeowners.

Photo courtesy of Pfister

CLEAN LINES

Founded in 1947, Moen has seen many faucet and fixture trends come and go. However, Carrie Ann Pereira, Senior Channel Marketing Manager at Moen Canada, said minimalistic modern styles with clean lines are showing no signs of disappearing. A perfect example is the company’s Nori Matte Black One-Handle High Arc kitchen faucet.

“Consumers are also welcoming soft modern styles as they provide a great mix of both modern and transitional designs for spaces where décor is eclectic,” she added. “Moen’s Mikah bathroom collection was inspired by this push for modern

fixtures and is made up of smooth, fluid curves that offer a soft modern style.”

Matte black is hot at Moen, too, climbing in popularity over the last few years. Pereira said this is because the finish is versatile and can be used to make a bold statement or serve as a calming neutral for more contemporary looks. Chrome, too, remains at the top of consumer wish lists for both kitchen and bath applications.

Moen continues to evolve its product lines, introducing new finishes such as bronzed gold and matte black to several key collections.

Photo courtesy of Moen

“Uniformity throughout kitchen and bath spaces is still important for homeowners, which is why we continue to expand full collections,” said Pereira. “Moen’s new Mikah and Lindor bathroom collections feature a full line of perfectly matching faucets, showering, bath and accessory options, and are now available in matte black and brushed gold.”

Many of Moen’s most popular products have catered to traditional design with an emphasis on updated function. Kitchen faucets with touchless sensors offer a streamlined look and hands-free functionality. The manufacturer also offers a collection of smart products, including voiceactivated kitchen faucets and customizable showers with voice and remote activation and

a warm-up/pause feature. Moen’s Smart Water Security suite helps protect a home from water damage, with water monitors and shutoffs that guard against potential water risks and leaks.

“Personal expression is a trend we are more commonly seeing, with an emphasis on both aesthetic and functional expression,” noted Pereira. “We are offering products that feature customization capabilities, like the latest Verso™ showerheads featuring Infiniti™ Dial technology so you can blend settings.”

In addition, Moen is tracking what it calls “biophilic” design trends, which are simply grounded in humans’ desire to connect with nature.

Photo courtesy of Moen

“By incorporating more authentic natural materials, textures and finishes into the kitchen and bathroom, we can create environments that help support this desire to commune with nature.”

Pereira concluded by adding that consumers also care about sustainable solutions for conserving energy and water, without compromising user experience. In 2020, the company launched Mission Moen, an internal program that aims to conserve water and repurpose ocean plastics through packaging innovations.

INNOVATIVE DESIGN

Customized bathroom fixtures are part of the MAAX Bath lineup, too.

A division of American Bath Group (ABG), MAAX Bath has four Canadian production facilities, including its headquarters in Lachine, Que. The

company produces bathtubs, showers, shower doors, shower wall panels, shower bases, all-inone shower kits and even accessories.

“What we’re seeing specifically in shower doors is more clear glass and less privacy or frosted glass,” said Daniel Raschella, Key Account Manager at MAAX Bath.

“Shower hardware is following the same trends we’re seeing in the faucet industry. Gold is coming back strong, mostly matte gold, as an accent. There is a lot of matte black and we’re seeing a demand for mixed finishes – like matte black with gold accents, for instance.”

He added that round edges and fixtures will always be in style, although there has been a shift to squared edges.

Photo courtesy of Moen

Photo courtesy of MAAX Bath

“We’re coming out of a trend with soft lines and curves in bathtubs, contoured to the body with armrests integrated into the tub,” said Raschella. “We’re seeing a lot of deck-mount faucets on the tub – some tubs have a wider edge on one side, called the deck, that allows a faucet to be installed there. The other option is a tub with a thin edge all around and a free-standing faucet, which requires plumbing to come up through the floor. I’d say we’re at about 50/50 now between the two tub styles.”

There is a limited niche market for specialty products like tubs with matte black exteriors and acrylic white interiors. Smooth finishes are still big in the shower industry, although some textures are gaining ground. A good example is MAAX Baths’ Utile shower wall panels, available in several styles and colours, which offer a quick direct-to-stud installation and have the appearance of tile, but

without grout or seams. Raschella said Utile is especially appealing to DIY homeowners because it is so easy to install.

“Utile is made in our own plant and our acrylic tubs and showers are made here in Quebec,” he said. MAAX Bath products are known for their innovative design, wide selection of styles and 25-year warranty on acrylic products.

“We’re always looking to innovate and add to our lineup; we’re always looking to create an adjacent product to complete the MAAX experience, like our recently launched line of accessories.”

Coming soon, MAAX Bath is set to launch a companion product to its Utile shower wall panels line. The Manhattan Tiles will be sold in smaller 15x30-inch individual tiles that can be cut and trimmed to perfectly fit a space.

Photo courtesy of MAAX Bath

With textured designs and colours, low maintenance and easy cleaning, these tiles are installed with adhesive silicone.

“Manhattan Tile can be used anywhere you’d put tile,” said Raschella. “Other than in the shower, they could be used as a bathroom backsplash or kitchen backsplash. You just need to attach them to a clean, flat surface.”

Taking their cues from the popular modern farmhouse style, bathroom and kitchen faucets and fixtures are emphasizing a softer, contemporary look in a range of eye-catching finishes. While matte black continues to reign, gold is making inroads – especially when used in mixed-metal applications.

Consumers are keyed in on design, but they’re also demanding quality and value from their faucet and fixture choices. Looks are important, but these pieces have to deliver functionality in spades. Hands-free operation, more accessible faucet placement, smudge-proof finishes and water conservation are qualities that score points with today’s discerning consumers. It doesn’t hurt if it’s easy to install, either.

There seems to be little doubt that bathroom and kitchen faucets and fixtures will continue to ride the massive modern farmhouse wave – a phenomenon that appears to be a lasting trend, not just a passing fad. —

Photo courtesy of MAAX Bath