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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
Publisher - Espress Labs Inc. Dan Alexander
Managing Editor Teresa Christine
Art Director AŃ—cha Niazy
Contributors Danila Di Croce Lawrence Cummer Teresa Christine
Advertising Inquiries Jennifer Mercieca Director of Communications Castle Building Centres Group Ltd. 905-564-3307 jmercieca@castle.ca
SEPTEMBER / OCTOBER 2019 Volume 24 Issue 5
Material Contact Maryam Bashir Marketing Coordinator Castle Building Centres Group Ltd. 905-564-3307 mbashir@castle.ca Published and designed exclusively for Castle Building Centres Group Ltd. by Espress Labs Inc.
About Contractor Advantage
CONTRACTOR ADVANTAGE SEPTEMBER / OCTOBER 2019
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Meet the
Contributors
DANILA DI CROCE
LAWRENCE CUMMER
Danila Di Croce is a Toronto-based writer with over 10 years of experience in the fields of media and education, including a Masters in Media Production from Ryerson University. Throughout her experience, Danila has worked in the areas of public relations, marketing, radio and television broadcast, and has contributed to various national publications on a wide range of topics including entrepreneurship, building construction, workplace health and safety and hospitality.
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.
DAVID CHINSKY
JENNIFER MERCIECA
JAS SARAW
Dr. David Chinsky is the Founder of the Institute for Leadership Fitness, a celebrated speaker, and author of The Fit Leader’s Companion: A Down-to-Earth Guide for Sustainable Leadership Success. After spending nearly 20 years in executive leadership positions at the Ford Motor Company, Nestle and Thomson Reuters, he now focuses on preparing leaders to achieve their highest level of professional effectiveness and leadership fitness. For more information on Dr. David Chinsky, please visit: www. FitLeadersAcademy.com.
Jennifer Mercieca is the Editorial Director for Castle & a contributor to Contractor Advantage. Her career in Communications & Content Management in the Home Improvement Industry spans over 20 years & she is currently the Director of Communications at Castle Building Centres Group Ltd.
Jas Saraw, vice president & country manager, Procore Canada. Procore is a leading provider of construction management software. Procore connects people, applications, and devices through a unified platform to help construction professionals manage risk and build quality projects, safely, on time, and within budget with products for Project Management, Construction Financials, Quality & Safety, and Field Productivity. For more information about Procore, visit www.procore.com. In Canada, visit us at: www.procore.com/en-ca.
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contents
07 News & Notes
10
Why it’s Crucial You Understand Consumer Behaviour
10 Open the Door on a Fresh Style
23 What’s Trending
Top Upcoming Trends in Canadian Construction
28
28 Mouldings: Adding a Sense of Zen Through Small (and Big) Details
37 Design Talk
The Colourful Finish of Faucets
40 Luxury Vinyl Flooring — A Twist on an Old Classic
40 On the Cover
Photo courtesy of Metrie CONTRACTOR ADVANTAGE SEPTEMBER / OCTOBER 2019
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Meet the Editor TERESA CHRISTINE
Teresa is an accomplished communicator, copywriter and award-winning Editor with the publication and design team at Espress Labs Inc. For fifteen years, she is also known, recognized and respected for her brand direction and creative instincts and has advised clients in various industries including construction, building materials, consumer and lifestyle. Leaders, companies and organizations have trusted Teresa to uncover, shape and tell their stories, helping to build their brands and her attention to detail, creativity and passion has allowed her to cultivate solid relationships throughout her career in marketing and public relations. Her ghostwriting is proudly displayed through published content and across various digital platforms and print forms across the country and beyond.
A NOTE FROM THE EDITOR ON THE INSIDE
A home’s value typically begins with an appraisal of its curbside appeal. After all, exterior finishes and trimmings are the first thing people see and often the basis of a good impression. However, in today’s ever-increasing competitive housing market, interior details can be the defining feature. Once you step inside, elements like flooring, doors and moulding matter and can set the tone for any space. Often the starting point and foundation for most renovation projects, flooring can vastly impact how a space looks and feels. From the ground up, changing interior doors and adding trims for instance, can equally immediately transform a room and heighten overall appearance. Whether it’s function or décor, major home renovation or small budget project, what’s on the inside matters and a little bit of love on the inside can make a big difference.
Managing Editor 6
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NEWS & NOTES
WHY IT’S CRUCIAL YOU UNDERSTAND CONSUMER BEHAVIOUR Written by Ken Jenkins President, Castle Building Centres Group Ltd. We are all—regardless of sector—in the business of bringing to market goods or services to meet our customers’ needs. But how can you do that if you don’t know how and why your customers buy? That’s why understanding consumer behaviour, the dynamics of how and why your customers make buying decisions, is essential to the success of all businesses. At its most basic, it is understanding how consumers buy goods and services, use them and, ultimately, dispose of them. (The latter can be important since, some goods may be gifted or resold.)
Having emerged in the 40s and 50s as a subset of marketing, this cross-disciplinary science looks at the stages of purchasing decisions from the recognition by your customer they have a problem, search for information and evaluation of options to the final purchase decisions and post-purchase evaluation. Countless research has been done over the past seven to eight decades, and we could fill a library of books covering the topic. But today, paying attention to your time, I want to discuss why it’s crucial you learn more about consumer behaviour and incorporate its study into your business. In future blogs we’ll
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“INSIGHTS” BLOG WITH CASTLE
President Ken Jenkins
Castle President Ken Jenkins has over twenty years in the Lumber, Building Materials and Hardware industry. His tenure has given him a unique perspective and he believes North American contractors, suppliers and independent dealers are the best in the industry. His goal is to use his passion for the industry to share his insights with budding entrepreneurs in trade and manufacturing to become more entrepreneurial in spirit, more independent and more successful. Insights will help to attract bright new minds to this industry and guest writers will occasionally contribute to this blog, bringing their own unique perspective. You don’t want to miss an issue of Insights! Subscribe to Insights online
http://insights.castle.ca
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drill down even further to look at some tips and considerations you should be making. From a marketing perspective, studying consumer behaviour will help you to better connect with, motivate and inspire your customers, but it is much more than a marketing tool. Understanding, at least partially, the cultural, psychological, anthropological, social and economic factors that affect our customers’ lives and buying decisions helps us to not only meet their needs today but anticipate future ones — it informs us what drives the needle and influences them. You can see why then, when developing business plans this year and moving forward (as well as the obvious sales and marketing ones) consumer behaviour must be an integral part. We have touched on this blending of social sciences in the past; how emotions play a far larger role in our purchasing decisions than we believe. To succeed in business, you must not simply address the practical or rational needs of your customers (“the problem”) — for example, providing them the tool needed for a job — but also their hidden emotional needs. This may be the need to feel in control, to feel loved, or, increasingly, a desire to have a positive impact. For example, your customers —like your employees (who, let’s face it, are themselves consumers) — increasingly need to feel that those they do business with care about what they care about. Put simply: consumers have become more socially conscious and some are speaking with their billfolds. Recognizing this is a perfect example of seeing how consumer behaviour can and should affect your business. Knowing how top of mind issues such as the environment are to your customers, you can tap into that passion. Is your customers’ social awareness, and how it influences their purchases, changing the way you do business? It should be. Developing a deeper understanding of the behavioural dynamics that impact consumers will open doors to better engage and interact with your customers. Take that critical stage in which they are investigating options. Think of how social media has grown as a source of influence during this point in the purchasing decisions. It’s safe to say few imagined this phenomenon 10 years ago. Those who did are capitalizing on it, seeding social media influencers into the market, using Twitter and Facebook to build rapport and connect with their customers. And, reaping the rewards as their customers become their chief advocates, spreading their brand to friends, family and followers. The benefits of understanding consumer behaviour does not begin and end with your brand. It can drive the successful decisions and priorities you make moving forward. You should, for instance, be tapping into
News & Notes
what you know (or learn) about your customers buying behaviour to modify or develop goods and services that better meet their needs. You can use what you know about how they use your products or services to refine, innovate and improve them to drive more love for them by better solving the problem and meeting the hidden needs. Of course, demographics and the changing face of your customers — be it age, generation, gender, ethnicity
or socioeconomic status — play a major role in better understanding consumer behaviour. In our next blog, in fact, we’ll look at this and considerations you must make to better reach the 21st century customer. After all, the more you know about your customers, the more you know about your own business. —
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OPEN THE DOOR ON A FRESH STYLE Written by Lawrence Cummer
Interior doors rarely get the attention from householders as the front door or windows, but lately the affect they can have on décor and design is getting more respect. “They are becoming sexier. It is changing,” says Doruk Seden, associate
They are becoming sexier. It is changing.
product manager at Jeld-Wen, of the consideration given to interior doors. He attributes this to many of the usual suspects: home renovation programs on TV, the Internet, and social media from online communities such as Houzz to Pinterest. One good reason there’s increased focus on interior doors is the fact that replacing them during a light remodel can make a huge impact on the look and feel of a room even on a limited budget. “People think nothing of spending $20,000 to $30,000 on a kitchen or bathroom, and if you have 10 doors in a house (which is a huge number nowadays) for $1,200 you could literally change every opening in your home,” notes Hardy Rahn, director of sales for Canada, at Alliance Door Products. “It’s an easy, economical way of upgrading a home’s appearance. You can change the look of the room a lot by changing the profile of the door.” A change in interior doors alone have a dramatic impact on the room, says Denise Tripamer, director of marketing communications at Metrie. “Interior doors are very transformative. They are more transformative than changing
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Photo courtesy of JELD-WEN Windows & Doors
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Feature Story: Open the Door on a Fresh Style
some of the interior furniture in that space,” she says. “You can feel like you’ve completely remodeled your room just by changing the doors or the trim. And, importantly, you can do as much or little as you need to.” CONTEMPORARY STYLES
The trend towards contemporary or modern style continues to show strength in the interior door space, with Rahn pointing out that flat panel moulded doors continue to be a consumer push in 2019. He says Craftsman designs, whether in a moulded or hollow-core door, with a very low-profile edge are popular with today’s homeowner. In some respects, it’s a matter of the adage that everything old is new again. “A lot of these designs go back to the late-50s style era,” Rahn says: square edges, clean lines, and minimalist, but with a variety of finish options and paint colour choices. “Modern is retro,” echoes Seden. “Nowadays, modern can look mid-century, like the ’50s, which was introduced by the Nordic countries. It’s becoming hip again. History repeats itself.” As colours go, Seden says research conducted by Jeld-Wen, suggest that 90% of customers prefer to paint their interior door themselves. In part, it’s cost, and in part the expectation that they will repaint it again in a few years. When considering finish colours, it’s important to remind homeowners that while a moulded door can mimic the look of a traditional and rail and stile door, it cannot be stained and can only be painted. A FEEL FOR QUALITY
Part of the larger attention being given to interior doors comes down to wanting a quality aesthetic, but it’s not just visual, reminds Tyler Murrell, national sales manager at Madero. “In the marketplace, there are always evolving trends, just like anything in fashion as well, and they (fashion and décor) are very connected,” he says. He adds that over his 25 years in the business, one thing has remained consistent: human nature. Some, he says, are more visual, others more tactile (or kinaesthetic),
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Photo courtesy of Metrie
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Feature Story: Open the Door on a Fresh Style
Photo courtesy of JELD-WEN Windows & Doors
and others more auditory. The right feeling of hardware plays a part for the piece of carpet and ask them what they doors will appeal to the homeowner’s more tactile customer as well. He says like about it? Do they talk about the preferred senses. it behooves contractors to get a sense of colour? Or is it the texture? That way you “Roughly 80% of the world can see which way the discussion “If they open that door and nothing is directed, without having them population are classified as visual people, where looking at something squeaks and everything just floats feel like a guinea pig.” Another is our main stimulus. That’s where subtle cue: are they a hugger or like a butterfly, that brings the designs of the product are a big hand-shaker? part of the puzzle,” Murrell says. “It’s a really interesting scian amazing quality experience.” But, he notes, for the more ence, but if you’re really good at kinaesthetic types, the different weight their customers’ senses before making your job you can pick up on where your or feel of a solid versus hollow-core door recommendations. customer’s (sensory) strengths are and can make all the difference. The tactile You could, for example, “Give them a incorporate that into door selection.”
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Photo courtesy of Madero CONTRACTOR ADVANTAGE SEPTEMBER / OCTOBER 2019
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Feature Story: Open the Door on a Fresh Style
Regardless of their preferred senses, most agree that a heavier, more solid door confers a feeling of good quality to homeowners. It’s just a matter of where their top priorities lie. SOUND ADVICE
Of course, the weight of the door and its hardware also play a role in the homeowner’s auditory experience. “If they open that door and nothing
squeaks and everything just floats like a butterfly, that brings an amazing quality experience,” Murrell says. Sound attenuation or noise reduction is also an important consideration. Here, application is central in the decision, and contractors can show their value by providing homeowners some good, trusted advice. Typically, logic reigns, a heavier solid-core door blocks more noise than a
lighter, hollow-core one. Is the door creating a haven in a library, den or bedroom? It’s simple, “Are you not worried about sound? Hollow. Are you? Solid core,” Rahn says, adding the weight and feeling of quality that comes with it. Murrell notes the “sound” choice of a solid-core door is also a “safe” one, since solid core also provides more fire-resistance. Tripamer notes that the increase in multi-family units gives the
Photo courtesy of Alliance Door Products CONTRACTOR ADVANTAGE SEPTEMBER / OCTOBER 2019
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Feature Story: Open the Door on a Fresh Style
OPTIONS ABOUND
Homeowners may be pleased to learn the options available today beyond solid-, hollow-core and moulded. Interior doors with glass inserts, or French doors, are making a comeback, especially in homes that get less natural light, says Seden. For homeowners with open concept rooms, but also wanting privacy, sliding barn doors provide the best of both worlds, he suggests, and line up with many current design trends. “The newest thing out there right now is routered doors, which we call our FineLine collections,” Rahn says. “In it you take a half-inch skin and router grooves into that skin, and you can make it into whatever the customer asks for.” “It’s allowing architects to get more imaginative.” SIDEBAR: INNOVATION IN VENTILATION
As the building envelope of homes become tighter, air circulation becomes a larger issue, says Hardy Rahn, director of sales for Canada, at Alliance Door Products. That’s why his company partnered with an innovative team of University of B.C. engineers that developed doors with a novel way to create airflow pathways while maintaining sound privacy. Dubbed the VanAir ventilated door, these innovative doors use an integrated channel running through the door to move air from either side, while baffling and resonators are integrated into the door core to absorb high and low frequency sound.
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Photo courtesy of Alliance Door Products
sound-proofing capabilities of solid core options even more weight. In the end, it comes down to sussing out the homeowner’s specific needs, she says. “Listen to the client as far as how they are going to use that space, what their lifestyle is like, what they are looking for from a design perspective. Know that there are solutions out there to achieve it.” “Doors (and trim) are not a one-size fits all,” she stresses. “There isn’t just one style perfect for everyone.”
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Feature Story: Open the Door on a Fresh Style
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Feature Story: Open the Door on a Fresh Style
“This allows each room to ventilate and still have a 25 STC (Sound Transmission Class) rating.” SIDEBAR: IN THE POCKET
With the popularity of open concept designs, so too comes an increased interest in pocket doors, which slide into the adjacent wall when completely open. Innovation in this area has produced quieter, smoother mechanisms for closing, says Tyler Murrell, national sales manager at Madero. The Soft-Close hardware offered for his company’s Johnson pocket doors works like a kitchen cabinet door closer to prevent slamming and pinched fingers. Perfect for applications were space is an issue like closets or laundry, pocket doors are also popular choices in larger spaces such as separating the kitchen from dining room. “The hardware grabs and softly closes the door, so there are no big thuds or bumps. It’s truly the same as the technology used in kitchen cabinets,” Murrell says. “If you have a door like this in a show home or room, the perception is instantly that this is better quality.” —
Photos courtesy of JELD-WEN Windows & Doors
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WHAT’S TRENDING
TOP UPCOMING TRENDS IN CANADIAN CONSTRUCTION Written by Jas Saraw
The construction industry is well-regarded in Canada, with 89 percent of Canadians agreeing that a career in the industry is rewarding, according to Angus Reid*. Despite this, the industry has been challenged to find skilled workers, a trend that will be a perennial challenge. Below, we highlight this and other trends we’re keeping an eye on throughout the year. Canada’s construction industry is the fifth largest in the world, and it’s in the middle of a transformation—general contractors, specialty contractors, trades and developers around the world are
transitioning their operations to integrate new technologies and advancements in mechanical equipment. Staying in the know on the latest industry trends and technologies will be crucial for success in the coming year in Canada. We’re looking forward to what their impact on the construction industry in 2019 and beyond might be. COMPETITION FOR TALENT
Despite near-record employment and a strong economy, the Canadian construction industry faces a significant challenge
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What’s Trending
from an impending wave of retirements and competition for the next generation of talent. The skilled labour shortage in construction has been one of the biggest challenges facing contractors for nearly a decade now. Since the recession from 2008 through 2012, when layoffs and lean operations forced many trained construction workers to take work in other industries, contractors have had a hard time convincing them to come back. Coupled with attrition from a significant number of retirements among older generations, with another 261,000 retirements expected nationally over the decade, the industry has struggled to maintain skilled workforces. And younger Canadians have turned down construction jobs in favour of other more tech-focused industries. Construction
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industry associations and many forward-thinking contractors have focused on new recruitment methods over the past couple of years. INCLUSIVE WORKPLACES
While the construction industry has worked hard to be more diverse and better women on job sites, they continue to be underrepresented. In Canada, they make up just 12 per cent of the industry. At the same time, 75 per cent of women in Canadian construction are in off-site positions in administration, management and sales. Growing the number of women working on-site remains a challenge. Work to ease the way for women in the industry is being done by
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organizations like Canadian Construction Women (CCW) and the Canadian Association of Women in Construction, who offer resources, development and mentorship. INNOVATION AND PRODUCTIVITY
In the construction industry today, they are not only requested to step up their efforts to leverage new partnerships and technologies in 2019. Ultimately, these new solutions should solve long-standing industry problems. Technology and innovation will continue to help the industry improve productivity while embracing new strategies. Let’s take cloud construction apps, as an example. Workers in the field can access and collect data on their laptops, smartphones, tablets
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or even wearable devices. By utilizing the cloud to collect and share data, mobile devices will continue to have a dramatic impact on construction collaboration and productivity in 2019. This digitization is also eliminating paper processes throughout, which ultimately saves time, mitigates risk and improves overall productivity. While there are many more trends arising in the industry, these are the few that we feel are on the rise and will play a big role in how the industry will operate. What are some trends that you see? — * These are the findings of a study/survey conducted on behalf of Procore from February 28 to March 4, 2019, with a representative sample of 1,500 online Canadian members of the Angus Reid Forum. The survey was conducted in English and French.
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DECKING & RAILING | INSULATION & WRAP | SIDING & TRIM | ENGINEERED WOOD | ROOFING | TREATED WOOD | INTERIOR FINISHING | LUMBER & PANELS
MOULDINGS: ADDING A SENSE OF ZEN THROUGH SMALL (AND BIG) DETAILS Written by Lawrence Cummer
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Photo courtesy of Metrie
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Feature Story: Mouldings: Adding a Sense of Zen Through Small (and Big) Details
A little bit of design can go a long way, and one of the details that can make a huge difference is, of course, trim and mouldings. “While there was a time when mouldings served primarily a utility function, to guard walls from damage or hide otherwise unsightly seams, today’s homeowners lean towards its decorative application,” says Donna Gerrits, vice president of sales and marketing at Alexandria Moulding. Today moulding is being used, often creatively, to create a sense of Zen and warmth, to build private sanctuaries in their homes. “People want simplicity, and that simplicity and sense
of sanctuary all tie together hand-in-hand,” says Denise Tripamer, director of marketing communications at Metrie. She attributes this quest for simplicity in part, perhaps, to the digital age and says it carries through to some of the design and style choices being made. “People are so busy with technology, and always on the go. They want a place they can relax and have some peace and quiet,” she says. She adds that the right moulding treatment “can really bring in that warmth and texture.” She says today’s moulding choices, some of which are impressive wall treatments, add a sense of texture and
“Today’s homeowners lean towards its decorative application.”
Photo courtesy of Alexandria Moulding
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Feature Story: Mouldings: Adding a Sense of Zen Through Small (and Big) Details
Photo courtesy of Moulding Warehouse
“warmth” to the room, so it doesn’t feel stark, but leaves it feeling very clean. Much like the popular contemporary decor, clean, straight-edge designs are where it is at, but with some caveats. “We are seeing more of a transitional approach,” Tripamer says, in which contemporary and traditional styles are being combined. “You still keep those clean, contemporary lines, but add traditional accents in the form of some of the elements of the space or furnishings.” More and more, there is a combining of the old and the new, says Gerrits. Both she and Tripamer point to shiplap wall treatments as a prime example, but also use of reclaimed wood. “You’ll have the clean look of a painted shiplap, or modern moulding but may have an opening with reclaimed hemlock or Douglas fir creating an old farm-house look.” Moulding suppliers point to the continued popularity
of shiplap for both builders and renovators. “They love how easy it is to install,” says Courtney MacKay, social media marketing coordinator at Moulding Warehouse. “It can be installed to enhance a modern home or be used in the rustic stylings as well, it’s very versatile.” In fact, wall treatments in general are becoming more and more popular, moulding suppliers say. “I’ve noticed a lot of designers and builders are opting for some very geometric flatstock applications in their feature walls,” MacKay says. “Having these unique focal points in the new homes draw in people who may want a home that has a more unique quirky feel.” The fifth wall — the ceiling — is also getting special moulding treatments more often; “ for example, tongue-andgroove V-joint boards being used to create a unique accent for the room,” Gerrits says.
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Feature Story: Mouldings: Adding a Sense of Zen Through Small (and Big) Details
Photo courtesy of Moulding Warehouse
Some moulding trends are becoming somewhat less common in today’s décor trends such as crown moulding, notes Gerrits, but when it is used, it can be quite large to account for high ceilings yet clean-edged and contemporary. Other trends are making a comeback. “I’ve also noticed the comeback of wainscoting applications, primarily in bedroom and dining areas; however, instead of the traditional colonial style homeowners are opting for more streamline modern profiles.” Although research suggests homeowners are striving for simplicity in their room décor, that does not mean in any way that they must be devoid of detail, Tripamer says. She points to the dramatic effect even a monochromatic moulding treatment, where the moulding is painted to match and blend into the wall, can have. The effect may be subtle, but it is impactful. MacKay also says the monochromatic treatment is a key trend she is seeing, “being used to create romantic bedrooms… often white, to create a minimalistic European feel.” In terms of colour choices, Tripamer says that while it varies from homeowner to homeowner, in general, greys are popular, and that her company is seeing a move back towards browns. “Cooler browns,” she stresses. “Almost a blend of grey and brown.” She says, mouldings painted saturated colours like gemstones, rich emerald greens or deep blues are also on the rise. “Colours that could exist in fine pottery,” she adds. On the monochromatic trends, MacKay notes she is also seeing trends including dusty roses, greys and also jewel tones. “Still, white, whether painted wood or a whitewash, remains a popular choice,” Gerrits says. It’s notably the opposite of the black or darker trim and siding currently popular on home exteriors. It creates a stark contrast. “You see the dark siding on the outside, and you walk into the house and everything is white.”
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Feature Story: Mouldings: Adding a Sense of Zen Through Small (and Big) Details Photo courtesy of Alexandria Moulding
SIDEBAR: INSIDE OUT
In keeping with the growing outdoor living trend, mouldings are finding application in the sanctuaries being built outside the home, says Donna Gerrits, vice president of sales and marketing at Alexandria Moulding. “It turns your outdoor living space into a warmer one,” she says. “And it’s generally well protected (from the environments), and where it is not protected, we use PVC moulding,” she says, referring to the moulding treatments used in her own cottage. “PVC has come a long way. You can buy a shiplap in PVC, a tongue-andgroove system in PVC, mouldings in PVC, and bring your mouldings outside for that same warm look you have created inside.” —
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DESIGN TALK
THE COLOURFUL FINISH OF FAUCETS Written by Jennifer Mercieca
When it comes to kitchen and bath design, colourful cabinetry and decorative paint shades have typically taken centre stage, but it seems like faucet finishes may be stealing the show. Today, designers are making faucets a key design element in both kitchens and bathrooms. “Consumers want to have a design where the faucet finish stands out as a focal point of the room.” says Chris Primus, marketing manager, Pfister Canada. “Modern designs with crisp and clean lines are gaining in popularity across the country.” When it comes to faucets, black is the new chrome, and designers are moving away from traditional chrome finishes to more vibrant, show-stopping colour. Photo courtesy of Spectrum Brands — Pfister
Another up and coming trend according to Primus is European contemporary design. “Brushed gold is seeing a rise in popularity once again,” continues Primus. “This trendy euro design finish adds sophistication and provides a luxurious focal point in any kitchen or bathroom.” Reminiscent of the past, metallic finishes add warmth and a sense of elegance to any design. Whether it’s the hub of the home, or your own personal oasis, colour is ready for its close-up and is coming to a kitchen and bath near you! —
Photo courtesy of Spectrum Brands — Pfister
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Photo courtesy of Spectrum Brands — Pfister
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LUXURY VINYL FLOORING — A TWIST ON AN OLD CLASSIC Written by Danila Di Croce
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Photo courtesy of Taiga Building Products
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Luxury Vinyl Flooring — A Twist on an Old Classic Photo courtesy of Taiga Building Products
When one hears vinyl flooring, their first reaction may be to cringe at the thought especially given some of the product’s history. For years, whether it’s the question of quality aesthetic or potential link to asbestos, many have opted to avoid this flooring choice. However, with all the latest industry innovation and enhancement, it’s time to rethink vinyl and recently, this new and improved product has taken over the flooring industry, and there is good reason why.
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For starters, the production of the product has vastly improved. The new version, referred to as, Luxury Vinyl Tile (LVT) or Luxury Vinyl Plank (LVP) flooring, is made of polyvinyl chloride, or PVC, and is extremely durable. What’s more, its designs can mimic the appearance of wood, stone, marble and ceramic flooring. Further production improvements include Rigid Core Board Vinyl Flooring, which is what has really changed the vinyl flooring game. This
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Luxury Vinyl Flooring — A Twist on an Old Classic Photo courtesy of Taiga Building Products
type of flooring has a rigid construction making it much more durable than LVT/LVP floors. Currently in the market, the most popular choices are made up of either choices of Stone Plastic/Polymer Composite (SPC), a combination of limestone and stabilizers which creates an extremely durable core, or Wood Plastic/Polymer Composite (WPC), a combination of recycled wood pulp and plastic composites, which creates a strong core that is a little softer than its SPC counterpart.
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Sven Johnson, director, flooring of Taiga Building Products explains the attraction of these new products: “The popularity of this trend is due to it’s low maintenance, the fact that it’s impervious to water, that its very hard wearing, and that with today’s design technologies, you can essentially get almost any style you want.” There is also the ease of installation that makes this product so marketable. As Ross Keltie, vice president of sales
Luxury Vinyl Flooring — A Twist on an Old Classic
and marketing at Centura Tile explains, “Individuals want the click system [or Unit Push Lock System], which this product has, and which allows for such easy installation. If you are inclined to do it yourself, essentially you can. This process is a lot easier than putting in something like ceramic tile, where you need to make sure the subfloor is 100% level, which needs to be done with the application of mortar, which usually requires a professional. While the subfloor needs to also be 100% level for vinyl flooring, you don’t necessarily need all those other elements, making it easier to do it yourself.”
There is also variety available with the installation process, with glue-down and loose-lay as other potential options, depending on the product chosen. The versatility of where it can be placed also makes vinyl flooring an attractive choice. According to George McCart, regional sales manager, AFA Forest Productions Inc., “A lot of vinyl flooring is being used in kitchens and bathrooms because of its durability and waterproof qualities, but essentially, you can put it in every single room.”
Photo courtesy of AFA Forest Productions Inc. CONTRACTOR ADVANTAGE SEPTEMBER / OCTOBER 2019
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Luxury Vinyl Flooring — A Twist on an Old Classic
Photo courtesy of Goodfellow Inc.
As Jeff Morrison, vice president of Goodfellow Inc. informs, “One design trend is to have one type of flooring throughout even in the bathrooms. One thing the consumer doesn’t want is transitions between flooring; as such, the whole open concept is really brought to life with vinyl flooring.” In regards to open concept, flooring choices must work well with other elements in the home, especially when moving seamlessly from one room to the next. As consumers opt for clean lines and modern decor, flooring designs have come to reflect that as well. Niki Duncan, national account sales manager, Shnier, Gesco L.P., explains: “Today, colours have been replaced with shades. Whites and greys provide the modern look to areas, as they are known to match with everything. With flooring that has the wood look, natural tones are becoming a strong go-to for consumers.” Morrison agrees as he states, “the lighter coloured floor trend began in 2018, is strong in 2019 and will probably continue into 2020. However, even though they are lighter, individuals are opting for floors with more character - a more natural look, something that shows the nooks and lines. Another popular trend is lower gloss floors. Both trends help to disguise the wear and tear on the floor, which consumers prefer.”
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Photo courtesy of SHNIER Gesco LP CONTRACTOR ADVANTAGE SEPTEMBER / OCTOBER 2019
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Luxury Vinyl Flooring — A Twist on an Old Classic
Consumers also prefer the affordability of vinyl flooring; hence, the budget friendly options are another reason for the success of this trend. While there are varying prices within the Luxury Vinyl Flooring market, it still tends to be more cost effective than traditional materials such a hardwood. McCart points out, “affordability is one of the main driving forces of SPC in commercial buildings. For example, if doing a rental unit, the product is durable but if there is any damage, it’s easy to swap in and out and at a lower cost.” With all the benefits of vinyl flooring, it seems like the obvious choice. However, there are definitely some points to consider before choosing this for your home or commercial project.
“You need to know what kind of product you are getting as it will affect the comfort level of your floor. ” According to Allan Kendall, president of Steers Distribution Ltd., consumers should look to match the flooring to its installation environment. “Users should consider the following,” he states, “Wear Layer - the wear layer is the top coating on the vinyl floor that is transparent but is the resistance to scratches and stains. The higher the wear layer, the more durable the flooring; Core Material - choose the core material that best matches the installation environment as the core impacts the stability of the product; Attached Underlayment - not all rigid core flooring will have an underlayment attached. It is common, however, to see separate underlayment membranes attached to the flooring. The underlayment will give the flooring extra cushion under the user’s foot and absorb sound.” It is important to really understand each of the aspects mentioned, as consumers need to realize the results of their flooring choices. For example, Johnson warns, “you need to know what kind of product you are getting as it will affect the comfort level of your floor. For example, SPC is harder to stand on, while WPC has more resiliency so it’s softer to walk on.” Thankfully within the new and improved vinyl flooring market, there are a multitude of product styles and budget options available; one simply has to do their research to suit their project’s needs. As a result, this flooring trend looks as though it will be lasting for years to come. — Photo courtesy of Goodfellow Inc.
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Luxury Vinyl Flooring — A Twist on an Old Classic
Photo courtesy of Steers Distribution Ltd. CONTRACTOR ADVANTAGE SEPTEMBER / OCTOBER 2019
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Photo courtesy of Centura Tile
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