TISE - Surfaces 2022 Premier Flooring Retailer Issue

TI SE E dit ion | 2022

The official magazine of the World Floor Covering Association

Premier FLOORING RETAILER The International Surfaces Event Special Edition Download Issue Here

Increase Profits and Efficiency Get Connected to Flooring Specific Software What are YOU Selling?

New Products Bring New Profits Are You Ready for Another Covid Winter?

Celebrating SHAW! Four brands...

One Powerhouse of Services and Solutions

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faCeBooK

The official magazine of the World Floor Covering Association

Premier FLOORING RETAILER 2

D1 | 2022

Reset — Reconnect — Renew in 2022 Scott Humphrey, CEO, WFCA

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Design it with Luxury Vinyl Flooring Brian & Mika Kleinschmidt

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6 Tips to Prepare for Another COVID Winter

By Rebecca Deczynski, INC Magazine, and Carl Phillips, Mystery Shopper Services

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QFloors unveils new features, integrations, and advancements at Surfaces

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Progress and Profitability Amidst the Pandemic QFloors software shapes growth for large regional flooring store

On the Cover: A/T Pet Perfect+ style Caboodle (ZZ259) in color Grounded (00753)

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Join Us in Las Vegas TISE 2022 — See What’s Happening

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Claiming Our Seat at the Table: Women, Work, and Leadership Lisbeth Calandrino, Flooring Specialist, Associate Publisher, and Director of Social Media for Fabulous Floors Magazine

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Metroflor Launches New Consumer-Centric Website: Metroflor.com

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The Most Suspicious Top Ten List Tom Jennings, Retail Training Expert

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What is fcB2B, and why should my company participate?

Lewis Davis Senior Director of Technology and Research

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WE’RE BACK! Excitement Planned for SURFACES 2022 by Shaw Residential Nina LoCicero V.P. of Marketing and Digital Commerce, Shaw Residential

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Managing Risk with Contracts Jeffrey W. King, Legal Councel for the WFCA

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3 Dangers to Avoid When Installing Wood Floors Over Concrete Jason Spangler, Wagner Meters’ Flooring Division Manager

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2022 Property & Casualty Insurance: Market Outlook and Renewal Improvement Strategies Stacy Eickhoff, Sr. Vice President, Risk Strategies

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Engineered Floors PureColor Solution-dyed Fiber Revolutionizes the Manufacturing Process

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Beautifully Responsible — Value at Resale Time

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Magnetic Flooring is the Future Creative Magnetic Flooring

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Healthier Choice, Eco-friendly, Sustainable, Healthy, Durable Luxury Flooring with Style

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CALI brings California vibe to TISE 2022 Premier Flooring Retailer | TISE Edition 2022

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TAKING THE LEAD

Reset — Reconnect — Renew in 2022

R

Scott Humphrey CEO, WFCA

emember the old saying, “Sticks and stones may break my bones, but words will never hurt me?” I can’t tell you how many times I recited that saying as a child. As the kid who was shorter and skinnier than most in my classes, it made me feel better to believe it was true. As I grew older, I realized there was only one problem with it.

It isn’t accurate. Words are powerful things. They have the ability to encourage and challenge, motivate and devastate, demoralize and inspire.

Words can change the course of history. Look no further than Ronald Reagan’s challenge to Mikhail Gorbachev – “Tear down this wall .”Those words of challenge began the process of reunification in East and West Germany. But my favorite example is Martin Luther King’s “I Have A Dream” speech. With it, and amazing courage, he crossed racial divides and challenged an entire nation to look beyond the color of one’s skin to the quality of one’s character.

Words are powerful things. With that in mind, we at the WFCA would like to challenge you to consider and apply three words to your new year. Our hope is that you will:

Reset, Reconnect, and Renew in 2022.

Words are powerful things. They have the ability to encourage and challenge, motivate and devastate, demoralize and inspire.

RESET — to set, adjust, or fix in a new or different way. The word reset has the connotation of starting again with the intention of fixing anything that was not right.

Can you think of any baggage you brought from last year? Were you so busy at the end of 2021 that you found yourself fighting to stay above the tide? In the midst of the pandemic, did you find yourself bound by analysis paralysis – fearful of making a mistake? Then RESET! Have you ever had to reset your mobile phone? If so, you know that doing so restores the device to its original factory condition. As someone who has done this multiple times, I can tell you how scary it can be – the fear of losing contacts, apps, and basically anything you have not backed up. I can also tell you that I have rarely lost anything of real value and nothing that I could not find elsewhere when needed.

Resetting can be scary, but it is truly liberating. It eliminates redundancy and allows you to move forward without the baggage of your past. We often carry our baggage wherever we go. We are like walking hoarders. Afraid if we let the past go, we will suddenly need it. For those that do not struggle with living in the past, we are all surrounded by people who love to remind us of our past mistakes. We should all remember what I once heard someone say, “Quit bringing up my past. I don’t live there anymore.”

Reset in 2022, bringing only your best into your present and future.

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Remember, reconnecting doesn’t simply mean reestablishing relationships — many need to reconnect with life.

RECONNECT — to meet or come into contact again after a long absence. After two years of having our world rocked by a worldwide pandemic where isolation became the norm, and human contact became the exception, reconnecting is a must. In a world filled with “Zoom” meetings and virtual conventions, where face-to-face meetings are rare and often discouraged, it is vital that we do all we can to reconnect.

Before reconnecting, we must first understand what severed the connection in the first place. It would be easy to blame it on the virus, but the problem is deeper than that. The virus may have created the environment, but the connection was likely broken by fear. Fear will bind and isolate you, but worse yet, it eliminates hope. Without hope, it is difficult to trust, and without trust, it is impossible to reconnect.

Remember, reconnecting doesn’t simply mean reestablishing relationships—many need to reconnect with life. The isolation caused by COVID has created a tsunami of confusion that has caused a surge in clinical depression. In the face of uncertainty, many chose to isolate and hunker down. It is vital that we do all we can to feel safe and protect others, but once we have done so, we MUST reconnect with life.

RENEW — the act or process of making changes to oneself or a company in order to improve its potential for success. When I think about the word renew, I am reminded of a couple renewing their vows. In this sense, renewal implies recommitting. What are the things in your life you need to recommit to? Here are a few to consider. Renew your commitment to growing your influence; Renew your commitment to growing your knowledge; Renew your commitment to yourself, and Renew your commitment to being your best.

Renewing is not something you do with your words.

It is something you do with your life. I began this article by noting that words are powerful, but in closing, I want to impress on you that words alone are limited in their impact. The greatest leaders master words in order to improve their communication, but they reveal their sincerity and commitment to those words through their actions.

Do you want 2022 to be your best year yet? Then I challenge you to Reset, Reconnect, and Renew in 2022! ■

Renew your commitment to growing your influence; Renew your commitment to growing your knowledge; Renew your commitment to yourself, and Renew your commitment to being your best.

Premier Flooring Retailer | TISE Edition 2022

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FLOOR ED

Design it with Luxury Vinyl Flooring Karndean Designflooring Creates “Dream Floors” With Brian & Mika Kleinschmidt

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uxury vinyl tile specialist Karndean Designflooring has partnered with television personalities and builder and designer duo Brian and Mika Kleinschmidt for a digital campaign that will guide you through the journey of selecting and designing “dream floors” for your home.

Think about flooring differently — as the first interior finish to select rather than the last. It is one of the largest elements in the room and the most disruptive to replace.

Designers have always said decorating begins from the floor up. “We love using Karndean flooring in our designs. They have a diverse selection of styles and textures that allow your creativity to run wild. It’s not only easy on the eye but also easy to install. The best part is the floors won't break the bank or your back. Karndean helped us ‘Rock The Block’ on TV and many others’ blocks in real life,” Brian and Mika Kleinschmidt said.

The official magazine of the World Floor Covering Association

Premier FLOORING RETAILER A Special “Thank You” to all the manufacturers and their marketing departments who provided outstanding editorial to make this publication a success.

Publishing Staff

Margo Rodgers Locust, Publisher Karen George, Managing Editor Stan Michelson, Communications Director

Toelke Associates/Ron Toelke, Creative Director/Amelia Toelke, Project Designer

This Issue’s Guest Columnists

Rebecca Deczynski, INC Magazine with Carl Phillips, Mystery Shopping Services

Contributing Writers

Chad and Trent Ogden, QFloors Jason Spangler, Wagner Meters

Editorial and Advertising Offices:

Fabulous Floors Magazine, LLC Phone: 678-761-5002 Email: Margo@pfrmag.net

WFCA

Scott Humphrey, Chief Executive Officer

Freida Staten, VP of Marketing Communications & Membership Steve Abernathy, Chief Financial Officer

Kay Wiley, Executive Assistant to the CEO

Contributing Columnists

Lisbeth Calandrino, Lewis Davis, Scott Humphrey, Tom Jennings, Jeffrey King, Stacy Eickhoff

The World Floor Covering Association (WFCA) Phone: 855-330-1183

Email: wfca@wfca.org

Premier Flooring Retailer is a joint initiative of the World Floor Covering Association and Fabulous Floors Magazine, LLC. Copyright © FABULOUS FLOORS MAGAZINE and WFCA 2021.

All rights reserved. No portion of this publication may be reproduced in any way without written consent from Fabulous Floors Magazine, LLC or the WFCA.

Change of Address: in order to ensure the uninterrupted delivery of Premier Flooring Retailer, notice of change should be made at least 5 weeks in advance.

Premier Flooring Retailer is published quarterly in print and digital by Fabulous Floors Magazine, LLC located at 572 Main Street, Andrews, NC 28901 and the World Floor Covering Association located at 855 Abutment Road, Suite 1, Dalton, GA 30721.

Postmaster: Please send address changes to WFCA, 855 Abutment Road, Suite 1, Dalton, GA 30721.

Although every effort has been made to ensure accuracy and timeliness of information, Premier Flooring Retailer Magazine cannot be held responsible for discrepancies, typographical errors, discontinuance of product nor color reproduction.

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Designers have always said decorating begins from the floor up.

“We love using Karndean flooring in our designs. They have a diverse selection of styles and textures that allow your creativity to run wild.

Karndean and the Kleinschmidt’s previously partnered on Season 2 of HGTV’s ‘Rock the Block,’ where Brian and Mika installed 30mil glue down product Glacier Oak throughout their competition-winning southern craftsman home.

Learn More In a three-part video series, Brian and Mika introduce you to Karndean Designflooring’s nearly 50-year history of crafting luxury vinyl flooring. This will help you find which luxury vinyl format is right for you and how to design it in your home.

You can scan a QR code in-store, watch the videos as you shop the Karndean displays, and talk through design options with your retail sales associate. Or watch them at home to see what is possible.

To view the videos, visit www.karndean.com/videos or scan the QR Code from your phone. ■

Think about flooring differently — as a leading interior finish first interior finish to select rather than the last.

Premier Flooring Retailer | TISE Edition 2022

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By Rebecca Deczynski, INC Magazine, and Carl Phillips, Mystery Shopper Services

FLOOR ED

6 Tips to Prepare for Another COVID Winter

Continued caution over Covid-19, a supply-chain crunch, and a worker shortage point to a wholly different set of challenges for small businesses in colder climes.

A

s temperatures start dropping and the pandemic persists, businesses are girding for yet another Covid winter. But unlike last year, they’re better prepared to meet many of the unique set of demands that operating amid a pandemic brings. They’ve learned some valuable lessons from last year. Here are just a few.

1. Embrace vaccine cards Depending on where a business is located, owners have to enforce vaccine-only mandates for indoor activities.

That’s the case for New York City and many counties within California. Some businesses in other parts of the country are also embracing that stance. While the policy may cause some customers to stay away, those fully vaccinated tend to be more inclined to go indoors if they know everyone around them is vaccinated. These kinds of safety measures also play a role in business preservation. “The Covid crisis isn’t over by a long shot,” says Mark Cohen, director of retail studies at Columbia Business School, who adds that mandatory closures due to Covid case numbers can’t yet be written off. So mitigating the spread of the disease is still in businesses’ best interest.

That strategy is increasingly getting extended to employees too. While President Joe Biden’s vaccine mandate applies to businesses with over 100 employees, small businesses are also overwhelmingly likely to require employees to be vaccinated, says Tom Sullivan, vice president of small business policy at the U.S. Chamber of Commerce.

2. Keep patrons warm efficiently In 2020, as many Americans shied away from many establishments for fear of contracting Covid-19, business owners largely brought their wares and dining options outdoors. That will happen again this season, despite the widespread access to vaccines. With breakthrough infections and the fact that young children are exposed, some people will continue to stay outside. So business owners will once again have to contend with the challenge of keeping people warm. This year, however, many are adopting more energy-efficient heating options.

Ellen Yin, founder, and co-owner of High Street Hospitality Group, which operates several restaurants in Philadelphia, has begun installing electrical infrared heating for this winter. “Last year we relied on propane heating, which became unsustainable both in terms of price and operations — we had to find space to store extra tanks and have employees switch the heavy canisters out constantly,” she says. New, infrared lights have a considerable upfront investment, but are “warmer and more energy-efficient,” so they’ll reduce costs in the longterm and make it easier to sustain all-season outdoor dining for years to come.

3. Rethink your staffing needs The hiring picture in America has gone from bad to worse. After months of not knowing whether they could afford to hire (or rehire) workers, now they can’t find people fast enough. In September, a record 51 percent of small business owners reported having vacant positions,

With breakthrough infections and the fact that young children are exposed, some people will continue to stay outside.

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Business owners have to be strategic about how they’re assigning existing employees. according to a recent report from the National Federation of Independent Businesses. That shortage is making businesses rethink staffing needs. Some are scaling back on their expectations for bringing on new people altogether.

Business owners have to be strategic about how they’re assigning existing employees. They should figure out what’s profitable and expand on that the best way possible, says Mike Whatley, vice president for state affairs and grassroots advocacy at the National Restaurant Association. For restaurants specifically, that might mean reducing the number of staffers dedicated to indoor dining if the majority of customers are eating outdoors.

Businesses that typically hire temp employees for the holiday season should also be wary about worker availability, explains Cohen. “I would recommend surveying veteran employees about their willingness to go from part-time to full-time, or their willingness to take on overtime as needed,” he says. Temporary workers also require additional training and are, more often than not, less productive than veteran staff--so businesses that are already stretched thin should take heed.

Prospective employees without direct job experience.

“We’re developing a training program for people who haven’t worked in restaurants before, which would enable new hires,” says Yin. “We want to make sure they feel welcome and give them more transparency of what it’s like to work in the industry.”

4. Train and up-skill employees

6. Get cozy with change

Businesses have to be prepared to be understaffed while contending with a labor shortage. With the potential for breakthrough infections and the double-whammy of flu season, the so-called twindemic makes even remote workers susceptible. Fully remote SEO agency DoFollow.io — which has staff located across nine countries, including the U.S. — has begun cross-training workers to account for the eventuality. “The idea is to make sure we don’t suffer significant productivity drops when a team member has to take a day or two to get well,” says co-founder Sebastian Schäffer. “It’s not only a good insurance policy against lost productivity, but it also never hurts to equip people with new skills and familiarize themselves with different parts of their workflow.”

To combat a worker shortage in the long run, businesses should also consider an untapped resource:

In the meantime, remain flexible--if some stuff is impossible to get hold of, then pivot as best as you can.

“Part of the reason why restaurants are now using QR code menus is that it’s easier to make menu substitutions, versus having to print new menus,” Whatley says.

“Three-quarters of the industry has had to change menu items because of supply-chain shortages.”

Change is never easy but managing change by keeping a pulse on the customer’s and employee’s experience is. Our database of over one million shoppers and our combined 60 years of experience in the industry can help through Mystery Shopping, Customer Surveys, or Competitive Audits, just to name a few. 

5. Stock up on supply The supply chain disruptions that resulted from Covid19 aren’t likely to improve until 2023, according to retail logistics insiders. This means businesses should plan further into the future than they normally would, Cohen says: “The bane of a retailer’s existence is empty shelves, and the bane of a restaurant’s existence is the inability to service its menu. That means paying an enormous amount of attention to the actual availability of things.”

For businesses that haven’t already planned ahead to avoid supply-chain delays, it is too late to course-correct for the holiday season 2021. Right now, businesses should make sure that their inventory is set to be wellstocked for spring 2022 and beyond.

https://www.mysteryshopperservices.com/solutions/ https://www.mysteryshopperservices.com/

Premier Flooring Retailer | TISE Edition 2022

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Q FLOORS

QFloors unveils new features, integrations, and advancements at Surfaces

Q

Floors flooring software will be showcasing several innovations at the

TISE show, said Chad Ogden, president of the flooring software com-

pany. While some of them are “you need to see it in action to appreciate,” according to Ogden, “it adds up to be huge, as far as benefits to our users.”

QConnect: “QConnect integration makes it easier than ever to connect your busi-

ness software to the outside world,” says Ogden. With QConnect, you can now share

information between QFloors business management software and your websites, lead generating sites, and even world-class sales CRM Zoho. There’s also an advanced Co-founders Chad and Trent Ogden.

integration with website and digital marketing company Mobile Marketing.

QConnect saves time spent re-entering leads from your website or CRM and

helps avoid dropped balls or lost information due to typos. Information is down-

loaded from the external site into your QFloors system. From there, users have a choice to follow the sale through completion via the QFloors Leads screen, or they can bypass the QFloors CRM and transfer customer information directly into the

With QConnect, you can now share information between QFloors business management software and your websites, lead generating sites, and even worldclass sales CRM Zoho.

QFloors Contacts and Proposals modules. As the sale progresses, information on

things such as materials, ticket price, and customer details can be shared back to the external sources/websites as well.

The QFloors Leads screen, which is an internal CRM, allows users to track informa-

tion associated with incoming leads. For example, it can indicate whether leads are

primarily focused on a particular product type, such as LVT. Users can compare close rates between sales team members or lead sources, among many other things. The

many tracking reports that the QFloors Leads screen provides can help businesses steer their course forward in the wisest direction.

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Mobile Marketing and QFloors have also been

make the communication between payment process-

working closely together to jointly develop even

ing and your business software seamless.

a dealer’s website and digital marketing tools (pro-

QPro 2.0: QFloors will also be unveiling QPro 2.0, the

system. These advanced features are a result of close

“Over the past 18 months, we took the time to overhaul

greater integration and information-sharing between vided through Mobile Marketing) and their QFloors collaboration between the two companies. “We’re

very excited about the opportunities available for dealers through this joint effort,” said Ogden.

New Payment Options: After decades of deal-

ing with the confusing and sometimes misleading

latest version of its browser-based software, at Surfaces. our user interface in QPro and added a lot of advanced user capabilities based on user suggestions.

The result is an enhanced user experience and

interface.” Chad Ogden explained. In addition, QPro 2.0 includes integrations with external programs such

as Zoho CRM, QuickBooks, QProPay, labor schedul-

practices of outside credit card processing compa-

ing, and MeasureSquare estimating software, with

hands. The company now offers an in-house process-

reporting module that allows users to customize exist-

nies, QFloors decided to take matters into their own

ing option called QProPay, with advanced payment features and extensive integration to QFloors software. This new division within the company provides

QProPay customers with a better experience, more timely and responsive support, state-of-the-art features, and peace of mind that they will be treated fairly

and ethically. Because QProPay is in-house, QFloors

even more to come. QPro 2.0 also features a new ing reports and create their own new custom reports.

This state-of-the-art reporting program offers flexibility far beyond anything else in the industry. Other additions and user-experience enhancements to QPro

2.0 include easier scaling according to device size and the choice of multiple color schemes.

Ogden says the next focus is to bring the account-

now controls things like pricing, PCI compliance, ter-

ing features into the system. “We’ve done the hardest

The newest features of QProPay include the abil-

much longer than we anticipated. But from the start,

minal support, and more.

ity to send “Pay Now” requests via email or website to your customers. You can now email credit card receipts directly from your QFloors software and post pay-

ments automatically into your QFloors system. Other

features include e-Check and surcharge options.

These cutting-edge features bring added benefits and

things already. This program has taken a long time we were committed to doing it right and not taking

any shortcuts. The complexity of what we have left

to do is much less than what we’ve accomplished already. And now we have this awesome product that

can more efficiently handle everything we add to it into the future.” ■

Premier Flooring Retailer | TISE Edition 2022

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Q FLOORS

Progress and Profitability Amidst the Pandemic

QFloors software shapes growth for large regional flooring store Each person has a lot of responsibility to make sure the job is completed.

When things are busy, and they have been incredibly busy for more than a year now, it means everyone has to be very efficient and productive with the tools and resources they have available.

Fortunately, our QFloors software helps a great deal with that.

O

gden’s Flooring & Design is a flooring retailer with 12 locations in the

intermountain west. In a recent interview, Kyle Baxter, Regional Manager

over 5 of these locations, shared how Ogden’s Flooring & Design has been

able to manage explosive growth during the pandemic without having to add to their staff.

Baxter: Our flooring business is comprised of 5 satellite storefront locations and

one centralized warehouse. Because of that, we don’t have a lot of ancillary sup-

port staff. Our salespeople are also our project managers. Each person has a lot of

responsibility to make sure the job is completed. When things are busy, and they

have been incredibly busy for more than a year now, it means everyone has to be very efficient and productive with the tools and resources they have available. Fortunately, our QFloors software helps a great deal with that.

Covid was a pretty interesting experience. We had to pivot and readjust quite

frequently. The national and local shutdowns obviously impacted our business. But even during the shutdowns, by using QFloors and some of its add-on tools, we

were able to stay on top of everything and adapt to a new way of doing business a lot more quickly than we could have otherwise.

Business dropped for a month or so with the initial shutdown, but then everyone

started working on their houses, and business boomed.

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Premier Flooring Retailer | TISE Edition 2022

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...QFloors allowed any available staff member to manage and take care of the customers’ needs because all the information was right there in the system.

During this time, our QFloors Leads screen was

Another help was the integrated texting tool we

really effective in helping our higher-performing

use along with QFloors. It helped us communicate

mation and the particulars of each job. It helped the

an employee got sick or was quarantined, we could

salespeople keep track of all their customers’ infor-

managers stay on top of things as well so that noth-

with our customers, either via desktop or mobile. If

maintain uninterrupted communication with their cus-

ing dropped through the cracks. When the amount

tomers through that system. So it prevented hiccups

up with everyone, QFloors allowed any available

Another way QFloors has been invaluable is that

of business made it difficult for one person to follow

when staff members were out.

staff member to manage and take care of the cus-

despite all the craziness of Covid, we were able to

there in the system. It helped us deliver a high level

and backorders and shipping issues, and ETAs chang-

tomers’ needs because all the information was right

of service and follow-through despite how busy we were.

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easily stay on top of inventory. With all of the delays ing all the time, our salespeople and project manag-

ers were able to see up-to-date information on what

was available to sell and what was no longer available. The accuracy and real-time

updates of our product catalog helped us know which products we could offer with confidence.

And sure, each one of these benefits saves maybe 10-15 minutes of someone’s

time. But when you can save time in many different areas and resources, it allows you

to scale up much quicker without adding additional support staff. Of course, hind-

We’re still benefiting from 2020 and 2021. We captured leads and analytics that will help us in the future.

We’ll use the information for future marketing, to project numbers, to analyze what we did well and didn’t do well, and to help us plan into the future.

sight is 20/20, and it’s easy to look back over the past year and see what you could

have done better. But truthfully, I feel blessed we were able to navigate it so well. And that is partly due to the resources we had at our disposal, like our software.

We’re still benefiting from 2020 and 2021. We captured leads and analytics that

will help us in the future. We’ll use the information for future marketing, to project numbers, to analyze what we did well and didn’t do well, and to help us plan into

the future. The more info you can capture, and if you have a clean, organized, accurate way to track and access that information, the better off you are. ■

Premier Flooring Retailer | TISE Edition 2022

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EXPECT MORE

SURFACES

Join us in Las Vegas at TISE 2022 Feb 1-3

Register for FREE exhibits or hybrid virtual pass today!

intlsurfaceevent.com/register | Use WFCA Promo Code EXH22

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IT IS ALL

INCLUDED IN YOUR PASS + MORE 3 Days of Industry Networking

Over 600 Vendor Booths & Profiles

Thousands of New Products & Launches

TISE Live Main Stage Education Sessions

TISE Live Demo Stage Presentations

The CAGE Stone Fabrication Demos

Installer of the Year Finals Competition

Full Access to the TISE Live Virtual Event | Vegas Edition

Special Events & Experiences

Premier Flooring Retailer | TISE Edition 2022

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NEW THINGS TO

LEARN & GROW

TISE 2022 Schedule at a Glance - More at intlsurfaceevent.com Monday, January 31 Start Time End Time

Title

Speaker

Location

1:00 PM

7:00 PM

Women's Leadership Conference

See Agenda Online

North Convention Center

1:00 PM

2:00 PM

Business Basics for Small Companies

Kyle Hedin

TISE Seminar Surfaces Theater, Islander H

1:00 PM

2:00 PM

Integrating New Equipment into Existing Fabrication Shops

Park Industries

TISE Seminar StonExpo Theater, Islander D

1:00 PM

2:00 PM

Tile Installation Best Practices

Dave Bonasera, Martin Brookes

TISE Seminar TileExpo Theater, Islander I

2:30 PM

3:30 PM

Cultivating a Reputation - Online Reviews, Grades, and Recommendations

Shannon Vogel

TISE Seminar Surfaces Theater, Islander H

2:30 PM

3:30 PM

Successfully Operating Your Business

Lew Migliore

TISE Seminar StonExpo Theater, Islander D

2:30 PM

3:30 PM

Design, Fabrication, and Installation of Large Format Porcelain Tile

John Hamilton, Juan Vasquez

TISE Seminar TileExpo Theater, Islander I

4:00 PM

5:00 PM

Strategies to Run an Installation Shop at Peak Performance

Daniel Gonzalez, Jose Gonzalez

TISE Seminar Surfaces Theater, Islander H

4:00 PM

5:00 PM

If It's Not the Stone's Fault, Who's Fault Is It?

Dave Bonasera, Juan Vasquez

TISE Seminar StonExpo Theater, Islander D

4:00 PM

5:00 PM

Color Cues: A Fresh Approach to the Sales Process

Nancy Busch

TISE Seminar TileExpo Theater, Islander I

Tuesday, February 1 8:00 AM

9:00 AM

Project and Business Dashboards to Drive Your Business

Dustin Chapman

TISE Seminar Surfaces Theater, Islander H

8:00 AM

9:00 AM

Introduction to Synchronous Flow for Manufacturing Effectiveness

Ed Hill

TISE Seminar StonExpo Theater, Islander D

8:00 AM

9:00 AM

Skinny Tile - Understanding

Mark Heinlein, Robb Roderick, Matt Welner,

TISE Seminar TileExpo Theater, Islander I

9:00 AM

Show Floor Open

9:00 AM

4:00 PM

Installer of the Year LIVE Competition

8 Finalists Compete

Installation Competition Stage, Booth 6756

9:20 AM

9:40 AM

NTCA's 75th YR

NTCA & Luke Miller

TISE Tv Studio & Sound Stage, Booth 5502

9:30 AM

10:30 AM

Trend and Style Forecasting in Hardwood

Brett Miller

TISE Seminar Surfaces Theater, Islander H

9:30 AM

10:30 AM

HR Training, Hiring, and Employee Retention for Eric Tryon Fabricators

TISE Seminar StonExpo Theater, Islander D

9:30 AM

10:30 AM

Why Women Buy

Dawn Jones

TISE Seminar TileExpo Theater, Islander I

10:00 AM

10:20 AM

NTCA's President Address

Martin Brookes

TISE Tv Studio & Sound Stage, Booth 5502

10:00 AM

11:00 AM

Material Handling

Randy Winton, Omni

The CAGE, Booth 5568

10:30 AM

10:50 AM

The Tile Shop

The Tile Shop

TISE Tv Studio & Sound Stage, Booth 5502

11:00 AM

12:00 PM

Justifying Capital Expenses with Equipment

Jon Lancto, Mike Downey, Jim Callahan, Nick Wadenstorer

Stone Theatre, Booth 5434

11:00 AM

12:00 PM

50 Ways to Differentiate and Elevate Your Company

Chris Ramey

TISE Seminar Surfaces Theater, Islander H

11:00 AM

12:00 PM

Electric Mitering Machine

Alpha Professional Tools

The CAGE, Booth 5568

11:00 AM

12:00 PM

Design and Color with Natural Stone

John Hamilton

TISE Seminar StonExpo Theater, Islander D

16 Premier Flooring Retailer | TISE Edition 2022

NEW AT THE INTERNATIONAL SURFACE EVENT 2022 THE INAUGURAL WOMEN’S LEADERSHIP CONFERENCE MONDAY, JANUARY 31, 1:00 PM - 7:00 PM

The inaugural Women’s Leadership Conference seeks to deliver career growth and develop leadership skills for women newly entering the workforce or who already have decades of experience. This half-day program for women - by women, promises networking opportunities, panel discussions, a featured presenter and an evening networking party that will inform, inspire, and excite learners (male allies are welcome) to take action. Reception at Shangri-La at the Foundation Room!

Tickets Available Inside Attendee Registration | intlsurfaceevent.com/register

Premier Flooring Retailer | TISE Edition 2022

17

Tuesday, February 1 Start Time

End Time

Title

Speaker

Location

11:00 AM

12:00 PM

Exterior Tile - Understanding

"Mark Heinlein

TISE Seminar TileExpo Theater, Islander I

11:00 AM

11:45 AM

i4F Presents New Products

i4F

TISE Tv Studio & Sound Stage, Booth 5502

11:15 AM

11:45 AM

MAPEI

Sam Biondo

TISE Live Demo Stage, Booth 4741

11:30 AM

12:00 AM

Perspectives on the Installation Crisis

Amy Rush-Imber, Deb TISE Live Main Stage, Booth 341 DeGraaf, Don Roberts, Hoy

12:00 PM

12:50 PM

Introducing Tile Nation

Luke, Adam, Chris. & Craig Discuss Tile Nation

TISE Tv Studio & Sound Stage, Booth 5502

12:15 PM

12:45 PM

Leadership Skills

Dawn Jones

TISE Live Main Stage, Booth 341

12:15 PM

12:45 PM

GRABO… Heavy Lifting Made Easy

Greg Sachdev

TISE Live Demo Stage, Booth 4741

1:00 PM

12:45 PM

Why Pushing College Isn't Wrong but Miss Aimed

Kyle Hedin, Floor Academy TISE Tv Studio & Sound Stage, Booth 5502 Podcast w/ Ken Ballin

1:00 PM

1:30 PM

Exploring the Supply and Demand Issues In the Hardwood Industry

Brett Miller

TISE Live Main Stage, Booth 341

1:00 PM

2:00 PM

Natural vs. Man-made Materials

Daniel Wood, JP Acosta

Stone Theatre, Booth 5434

1:00 PM

2:00 PM

Quartzite Core Bit and Hand Tool Demo

TJ Johnson, BB Industries

The CAGE, Booth 5568

1:15 PM

1:45 PM

Skinny Tile - Installing, Sponge Sponsor Armalay Brands

Mark Heinlein, Robb Roderick, Matt Welner

TISE Live Demo Stage, Booth 4741

1:45 PM

2:15 PM

Calibu Vineyard: Technology Powering the Design

Jennifer Farrell, Thomas Wolosik

TISE Live Main Stage, Booth 341

2:00 PM

2:45 PM

Innovation, Contractor turned Manufacturer

iQ Power Tools, Paul Guth

TISE Tv Studio & Sound Stage, Booth 5502 Stone Theatre, Booth 5434

2:00 PM

3:00 PM

Economic Forecast for the Countertop Industry

Mike Schlough, Ryan Keogh

2:00 PM

3:00 PM

Top Polishing Machine

Cameron DeMille, MB Stone Care

The CAGE, Booth 5568

2:15 PM

2:45 PM

Exterior Tile - Installing, Sponge Sponsor Armalay Brands

Mark Heinlein, Robb Roderick, Matt Welner

TISE Live Demo Stage, Booth 4741

2:30 PM

3:30 PM

Calibu Vineyard Partner Social (By Invite Only)

Calibu Vineyard Partners

SURFACES Showhome: Calibu Vineyard 3473

2:30 PM

3:15 PM

Installer vs Retailer

Michelle Winters, Kyle Hedin

TISE Live Main Stage, Booth 341

3:00 PM

3:20 PM

Laticrete

Laticrete

TISE Tv Studio & Sound Stage, Booth 5502 The CAGE, Booth 5568

3:00 PM

4:00 PM

Chemical Concepts

Andrew Morris, Chemical Concepts

3:00 PM

4:00 PM

New and Innovative Safety Products

Mark Meriaux

Stone Theatre, Booth 5434

3:30 PM

3:50 PM

Tec

Tec

TISE Tv Studio & Sound Stage, Booth 5502

Mohawk

Mohawk Booth 5803

4:00 PM

Show Floor Closed

4:00 PM

5:30 PM

Mohawk VIP Party (Invite Only)

5:00 PM

7:00 PM

1st Time Attendee Reception (advance registration ticket required)

1923 Bourbon Bar at the Shoppes at Mandalay Place

Wednesday, February 2 8:00 AM

9:00 AM

Say It with Video for Better Communication,

Shannon Vogel

TISE Seminar Surfaces Theater, Islander H

8:00 AM

9:00 AM

Trending Natural Stones

Sarah B. Gregg, Evan

TISE Seminar StonExpo Theater, Islander D

8:00 AM

9:00 AM

Geometric Tile - Understanding

Mark Heinlein, Robb

TISE Seminar TileExpo Theater, Islander I

9:00 AM

Show Floor Open

9:00 AM

4:00 PM

Installer of the Year LIVE Competition

8 Finalists Compete

Installation Competition Stage, Booth 6756

9:20 AM

9:40 AM

CTEF/CTI Discussion

Brad Denny

TISE Tv Studio & Sound Stage, Booth 5502

9:30 AM

10:30 AM

How to Become Customer Centric Showroom

Chris Ramey

TISE Seminar Surfaces Theater, Islander H

9:30 AM

10:30 AM

How to Determine the Return on Investment

Brian Sherick

TISE Seminar StonExpo Theater, Islander D

9:30 AM

10:30 AM

Schannon Yodice

TISE Seminar TileExpo Theater, Islander I

Real World Social Media Strategies from a Real

WorldRetailer Tile Installer 18 Premier Flooring | TISE Edition 2022

Join Jennifer Farrell at TISE 2022 and experience the Calibu Vineyard Show Feature

calibuvineyard.com | Follow @calibuvineyard on Facebook + Instagram

Premier Flooring Retailer | TISE Edition 2022

19

Wednesday, February 2 Start Time

End Time

Title

Speaker

Location

10:00 AM

10:30 AM

Dal-Tile Demo

Dal-Tile

TISE Tv Studio & Sound Stage, Booth 5502

10:00 AM

10:45 AM

Community Building

Kyle Hedin

TISE Live Main Stage, Booth 341

10:00 AM

11:00 AM

Integra Adhesives

Integra Adhesives

The CAGE, Booth 5568

10:30 AM

11:00 AM

Maxxon

Maxxon

TISE Live Demo Stage, Booth 4741

11:00 AM

11:45 AM

Why Women Need to be Recognized in Industry

Kyle Hedin, Michelle

TISE Tv Studio & Sound Stage, Booth 5502

11:00 AM

12:00 PM

Defining Your Open Retail Positions and Hiring

Lisbeth Calandrino

TISE Seminar Surfaces Theater, Islander H

11:00 AM

12:00 PM

Helix

Alex Bores, Helix

The CAGE, Booth 5568

11:00 AM

12:00 PM

How to Survive an OSHA Inspection

Mark Meriaux, Forrest Scott

TISE Seminar StonExpo Theater, Islander D

11:00 AM

12:00 PM

Moisture Effects on Flooring Installations

Lew Migliore

TISE Seminar TileExpo Theater, Islander I

11:15 AM

11:45 AM

MAPEI

Sam Biondo

TISE Live Demo Stage, Booth 4741

11:30 AM

12:30 PM

TCNA Press Luncheon (Industry Media/Press Passes Only)

Tile Council of North America

Press Lounge

12:00 PM

12:20 PM

Laticrete

Laticrete

TISE Tv Studio & Sound Stage, Booth 5502

12:15 PM

12:45 PM

Geometric Tile - Installation, Sponge Sponsor Armalay Brands

Mark Heinlein, Robb Roderick, Craig Lundeen

TISE Live Demo Stage, Booth 4741

12:30 PM

12:50 PM

The Tile Shop

The Tile Shop

TISE Tv Studio & Sound Stage, Booth 5502

1:00 PM

1:30 PM

Defining the New Red Hot Customer

Lisbeth Calandrino

TISE Live Main Stage, Booth 341

1:00 PM

2:00 PM

Prepping and Gluing Miters

Stone Fabricators Alliance

The CAGE, Booth 5568

1:30 PM

3:00 PM

Women In Stone Amazing Race

Women in Stone

Stone Theatre, Booth 5434

1:45 PM

2:15 PM

Tom Jennings Champion Award

WFCA

TISE Live Main Stage, Booth 341

2:00 PM

4:00 PM

Happy Hour

2:00 PM

2:20 PM

Tec

Tec

TISE Tv Studio & Sound Stage, Booth 5502

2:00 PM

3:00 PM

Montolit Products Demo

Chuck Trujillo, Defusco

The CAGE, Booth 5568

2:15 PM

3:15 PM

The Science of Sealing Stone

Fred Huston

TISE Live Demo Stage, Booth 4741

2:30 PM

2:50 PM

iQ Power Tools

iQ Power Tools

TISE Tv Studio & Sound Stage, Booth 5502

3:00 PM

4:00 PM

Salesman Showing Polishing Skills

All Tool Sales People

The CAGE, Booth 5568

3:00 PM

4:00 PM

Happy Hour w/ Comedian Anthony Moses

Anthony Moses

TISE Tv Studio & Sound Stage, Booth 5502

4:00 PM

TISE Tv Studio & Sound Stage, Booth 5502

Show Floor Closed

4:00 PM

5:30 PM

Shaw VIP Party (Invite Only)

Shaw Floors

Shaw, Booth 3247

4:00 PM

5:30 PM

Daltile VIP Party (Invite Only)

Daltile/Marazzi/American

Daltile/Marazzi/American Olean, Booth 5603

Thursday, February 3 9:00 AM

Show Floor Open

9:15 AM

10:00 AM

The Tile Shop Interview

The Tile Shop

TISE Tv Studio & Sound Stage, Booth 5502

10:00 AM

11:00 AM

National Installer of the Year Competition

CFI

TISE Live Main Stage, Booth 341

10:00 AM

11:00 AM

Broken Top Repair and Polish

Stone Fabricators Alliance

The CAGE, Booth 5568

10:15 AM

11:00 AM

Tec Interview

Tec

TISE Tv Studio & Sound Stage, Booth 5502

11:00 AM

12:00 PM

Understanding Glues and Adhesives

Paul Clees

TISE Live Demo Stage, Booth 4741

11:00 AM

12:00 PM

Hiring, Firing and Keeping Employees

Jon Lancto, Rick Stimac,

Stone Theatre, Booth 5434

11:00 AM

12:00 PM

Pig Planetary Machine Quartzite Sealer

Brian Gambrell, Weha

The CAGE, Booth 5568

11:15 AM

11:35 AM

iQ Power Tools

iQ Power Tools

TISE Tv Studio & Sound Stage, Booth 5502

12:00 PM

12:20 PM

Attracting Young People to the Tile Trade

Cody Cox & Rogue

TISE Tv Studio & Sound Stage, Booth 5502

12:45 PM

1:30 PM

State of the Tile Industry with Laticrete

Laticrete

TISE Tv Studio & Sound Stage, Booth 5502

1:00 PM

2:00 PM

Porcelain Scratch Repair and Polishing

Cameron DeMille, MB

The CAGE, Booth 5568

2:00 PM

Show Floor Closed

20 Premier Flooring Retailer | TISE Edition 2022

CAN’T TRAVEL TO

LAS VEGAS? The industry has the opportunity to join everyone in Las Vegas ‘socially’ even if they cannot travel to the in-person event. Bridging the gap between the on-site Las Vegas event is an invite-only Facebook event, the TISE Live Virtual Event | Vegas Edition, offering content and programming directly from the show floor, as well as exclusive content only for the virtual event. It will almost be like you are there!

The event stays open for continued content and viewing!

Register for the TISE Live Virtual Event | Vegas Edition for FREE

intlsurfaceevent.com/register | UsePremier WFCA Promo Code EXH22 Flooring Retailer | TISE Edition 2022

21

FLOOR ED

Claiming Our Seat at the Table: Women, Work, and Leadership

“C

Lisbeth Calandrino

Flooring Specialist and

Associate Publisher and

Director of Social Media for Fabulous Floors Magazine

laiming your seat at the table” means taking the opportunity to actively participate in leadership activities. It represents an opportunity to be heard, respected, and the power to make a difference. But, if we take it to the next level, does it also mean that those at the table have an obligation to notice who is NOT at that table and to ensure they are included as well?

I come from a long line of rule-breakers. Way back in the ’50s, my mom proudly announced one evening at dinner that she was getting a job. This just wasn’t done back then!

My dad was embarrassed. He said this meant everyone would think he wasn’t “man” enough to support his family. My mom replied, in a stern but very sweet voice, that she was going to work, no matter what he thought.

This was the start of my mom’s career as the owner of a real estate firm and political activist. Dad also changed, eventually telling everyone how proud he was of her and her accomplishments.

My dream was to own my own business, and I believed I could achieve it partly because my mom gave me confidence as a female.

“Claiming your seat at the table” means taking the opportunity to actively participate in leadership activities. It represents an opportunity to be heard, respected, and the power to make a difference.

22 Premier Flooring Retailer | TISE Edition 2022

If nothing else, the pandemic has taught us how important women are to our workforce.

Fast forward to 2022. The world continues to evolve and change in our new pandemic, “normal.” In many ways, women have had to revert to the old roles as full-time caregivers, homemakers, and full-time parents, all while continuing to work full-time, without the support systems we’ve come to rely on. Women are common in the workplace but not so common to have their seat at the table and are leaving the workplace in record numbers, largely due to pressures of managing families and their safety in an uncertain environment. If nothing else, the pandemic has taught us how important women are to our workforce.

“Getting a seat traditionally meant playing by men’s rules and adopting one’s personality to fit these rules. Not all male leaders are competent; they’ve always believed they owned the table.

To provide better leadership, it’s time to adopt leadership skills fostered by and driven by women. To make this happen, men must be willing to listen, and women must be willing to engage and actively claim their power. This may not be an easy shift, but no one said leadership was for wimps. Having a leadership position allows you to make things happen and have an impact on policy.”

To provide better leadership, it’s time to adopt leadership skills fostered by and driven by women.

To make this happen, men must be willing to listen, and women must be willing to engage and actively claim their power.

Premier Flooring Retailer | TISE Edition 2022

23

Informa is hosting its first female floor covering the leadership conference at TISE 2022.

“It is time,” says Paul Treanor, Senior Manager, Content and Community at Informa, “women’s business groups have been exploding in the industry, and there have been numerous requests for us to bring all the groups together under one umbrella event.”

“A lot of the best talent these days are female, and our company can’t survive without talent. So, if we don’t get better at engaging and retaining women, our businesses won’t survive.

So please don’t waste our time telling us why supporting women is important.

Just help us get better at doing it.”

“A lot of the best talent these days are female, and our company can’t survive without talent. So, if we don’t get better at engaging and retaining women, our businesses won’t survive. So please don’t waste our time telling us why supporting women is important. Just help us get better at doing it.”

Overheard by a male participant,

Empower Women’s Leadership Conference, Construction Center of Excellence

According to TISE, The inaugural Women’s Leadership Conference seeks to deliver career growth and develop leadership skills for women newly entering the workforce and those who already have decades of experience. This half-day program for women, by women, promises networking opportunities, panel discussions, a featured presenter, and an evening networking party that will educate, inspire, and excite learners (male allies are welcome) to act. The panels will be hosted by women in the flooring industry claiming their seats at the table. The conference is on January 31st from 1–5 pm, followed by a reception for conference participants.

24 Premier Flooring Retailer | TISE Edition 2022

The Bella Flooring Group Becomes the First Sponsor of Women of the Flooring Business Paul Dominie, President of Sales and Marketing of Bella Flooring Group, discovered The Women of the Flooring

Business (WoFB) and its impact on the floor covering

industry at FloorCon2021. The WoFB group’s mission is to educate, support, and elevate the role and power of women for the betterment of our industry.

“It’s exciting to hear they have over 2000 members

and offer ongoing workshops, business tools and services, and mastermind groups,” says Dominie.

When invited to partner with WoFB, Paul didn’t hes-

itate. “We felt it was a great opportunity for us to create strong relationships and become more familiar with what women in our industry want and need,” he recalls.

“I’m extremely lucky to have been a part of compa-

nies that employ strong, talented women, and women hold many key leadership roles at Bella Flooring Group.”

He also credits much of the company’s success to the

contributions of female team members, many of whom have been promoted from within. For example, lacy

Evans began as a customer service agent, moved up the

ranks, and now assists Bella’s daily operations. Today, the entire customer service team is run by women, as most financial operations do.

“If we are going to build and sell products, we should

use modern technology and maintain a team that makes

key decisions for our predominantly female customer

demographic,” says Paul. “Our female team members make real differences when meeting the needs of our customers.”

“We still need more women in positions of leadership,

both at Bella and in the industry,” says Paul. “Women pay close attention to detail and can be relied on to make

things happen. By being closely associated with a group of active female leaders, we will continually learn what

it takes to bring and retain more talented women into our industry.”

Organizations continue to grapple with issues of gender inequality in the workplace. The pandemic has pushed more women out of the workplace and home to become schoolteachers, care for aging parents and manage children.

Lack of daycare and other essential services working parents rely on has made it impossible for many women to work, pushing them further back into unemployment or underemployment. The leadership conference will also provide one way for us to explore ways to deal with many of these injustices and provide the necessary accommodations so women will be able to return to the workplace and thrive. In addition, we must address the continuing pay gap and build environments that embrace and value diversity and inclusion.

It is time for women to claim their equal seat at the table. ■ #TISE2022 #leadership#inauguralwomensleadership #leadershipskills #flooringindustry #education #genderinequality #daycare #leadershipconference #womentowork #pandemic#lisbethcalandrino #redhotcustomerexperience #diversity#womenandwork #workplaceissues #inclusion #premierflooringretailer #challengesleadership #claimingaseatatthetable Premier Flooring Retailer | TISE Edition 2022

25

METROFLOR

“We changed our focus to a site that is filtered and searchable by product type rather than by our own brands …”

Metroflor Launches New ConsumerCentric Website: Metroflor.com

M

etroflor Corporation rings in the new year with a digital transformation

of its own: an entirely new consumer-centric website, Metroflor.com.

With a new URL, a more stylish look and improved navigation, the website will

transform the discovery process for Metroflor products into a more frictionless, seamless experience.

Resulting from the recent Brand Identity journey and rebranding process, Metro-

flor took the resulting Spirit Guide as the mantra when designing the new website to fully incorporate Metroflor’s brand DNA: the beliefs, philosophies and principles that

drive our business and shape our culture. The Brand Spirit Book taught Metroflor

how to communicate with our users while instilling our corporate values. Now the website reflects Metroflor’s brand statement — What You Stand on Is What We Stand For — a direct reflection of the confidence we strive for people to have in our brand.

According to VP of Marketing Gary Keeble, the new website reflects HMTX’s

overall digital transformation, while making the new website transformational for

the consumer. “The new Metroflor.com is a much more consumer-focused site with multiple pathways for the visitor to find the exact flooring they need without nec-

essarily having to know what Metroflor’s various brands represent from a product

offering standpoint,” he said. “We changed our focus to a site that is filtered and searchable by product type rather than by our own brands. Visitors no longer need

to know that Inception is SPC, or Genesis is WPC. Now there is no barrier to product discovery based upon consumers’ flooring needs.”

According to Emily Fontana, Metroflor’s Senior Creative Services Manager

and the project lead, the redesign began last August, working hand in hand with Papercut Interactive, a website creative agency based in Chattanooga. “Beyond

redesigning the architecture of the website away from the previous brand-centric

approach, the new filter approach allows customers to find products their way — for example, for specific areas of the home by room,” said Emily. “Each product page now features all the available information in one place: features and bene-

fits, accessories, installation and technical documents. Additionally, for those look-

ing for business flooring solutions, a new Commercial Products section filters to

show only 20mil products to better serve Main Street and commercial audiences.”

“The new Metroflor.com is a much more consumer-focused site with multiple pathways for the visitor to find the exact flooring they need without necessarily having to know what Metroflor’s various brands represent from a product offering standpoint,” 26 Premier Flooring Retailer | TISE Edition 2022

Specifiers can choose from installation categories including Hotel Luxe, Calming Dr. Office, Restaurant Tough and Office flooring, among others.

“Each product page now features all the available information in one place: features and benefits, accessories, installation and technical documents.

Additionally, for those looking for business flooring solutions, a new Commercial Products section filters to show only 20mil products to better serve Main Street and commercial audiences.”

The website navigation was enormously simplified, away from having to click on

a brand then to a collection, to clicking onto a particular type of product by floor-

ing features (waterproof flooring, a major consumer search term, or kid and pet Premier Flooring Retailer | TISE Edition 2022

27

Previously visitors had to choose from existing room settings, but now they can upload their own image into the FlorVisualizer. friendly), or product type — Traditional Gluedown,

choose from existing room settings, but now they can

then filter towards the appropriate brand. Other fil-

“compare” feature allows users to choose between

Looselay, Magnetic or Floating Clic LVT — all of which

ter terms include color, installation method, visuals/ looks (wood, stone, marble), along with the room

use (basement, bathroom, kids room, laundry room, etc.). Metroflor is also keeping it simple for those

needing technical and sustainability information, with links to relevant pages prominently located in the main navigation along with the Find a Dealer

upload their own image into the FlorVisualizer. A new

two different flooring designs in the same room

simultaneously. The Metroforms Sketchbox Designer

tool will continue enabling the design of custom patterned floors in myriad shapes and designs, along with social distancing and wayfinding features for businesses.

Along with the new website, Metroflor has migrated

function by zip code.

all email addresses, formerly name@metroflorcorp.

image-driven design with larger images on the resi-

new website identity.

The changes are also expressed visually: a cleaner,

dential side focusing on lifestyle. The room visualizer

function was also updated. Previously visitors had to

28 Premier Flooring Retailer | TISE Edition 2022

com, with name@metroflor.com to dovetail with the We invite you to explore Metroflor.com to see how

the new website design unfolds! ■

KID TESTED PET APPROVED The look is Inception.

The performance is FX2.

FX2 Surface Protectant™ provides Inception waterproof SPC floors with unrivaled stain repellency and abrasion resistance. While Inception provides the look your customers desire, FX2 is what makes it tough enough to withstand the daily trials of kids and pets. And when accidents do happen, cleanups are fast and easy thanks to FX2 Surface Protectant exclusively from Metroflor.

Scan code to see FX2 perform Abrasion Resistant

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888-235-6672 VISIT US AT SURFACES Premier Flooring Retailer | IN TISE Edition 2022 29 metroflor.com HERREGAN’S BOOTH #1227

TOM’S TIPS

The Most Suspicious Top Ten List

T

Tom Jennings

Retail Training Expert Tom Jennings is a

lifelong member of the

flooring business. Since selling his family’s retail business in 2006, he

has served the industry as an educator and

speaker. He is a past

board chairman of the WFCA and is currently

the board chairman of

WFCA Services, Inc. He may be reached at tomg.jennings@gmail.com

he flooring industry has long been viewed somewhat suspiciously by the buying public. Frankly, I believe this dubious viewpoint has been deserved. I served on the Northeast Kansas Better Business Bureau board of directors for many years. Each year, we were provided with a list of more than 200 business categories ranked by the number of inquiries received. Please note that these are inquiries and not complaints. Inquiries come before a purchasing decision is reached, and complaints are registered afterward.

Year-in and year-out flooring contractors have been typically ranked in the top 10 by the volume of inquiries received. This is definitely not how upstanding flooring dealers wish to be viewed.

The root cause of this suspicion by consumers is, in my opinion, obvious. Most flooring advertising falls in the “Too good to be true” or the “What’s the catch?” categories. Very few of our products can be shopped and easily understood by a novice. Compared to other fashion industries, the majority of retail flooring establishments fall well short of the must-see in our customers’ eyes. If this were not enough, this is all experienced before service and installation are ever mentioned.

When you add this all up, is it any wonder why our products are viewed as a purchase that can be postponed? As an industry, we seem to make it too easy for our customers to do just that.

You may be thinking that may be true at other stores, but not at mine. The very fact you are reading this would tend to support that position. However, ask yourself: What are you doing to make your customers understand your store and its representatives are not typical?

I feel a great place to increase the comfort level of the flooring purchase is by introducing your staff. This industry is at a great disadvantage because it largely operates anonymously. I don’t mean in our facilities. Hopefully, all of our stores are clearly identifiable and distinctive. I mean, we are largely anonymous when we are working outside of the store.

Ask yourself…What do your customer and their curious neighbor see in the driveway when we do an in-home estimate? It is an unmarked personal vehicle driven by a salesperson most of the time. The same is true of our installation crews.

The root cause of this suspicion by consumers is, in my opinion, obvious. Most flooring advertising falls in the “Too good to be true” or the “What’s the catch?” categories.

30 Premier Flooring Retailer | TISE Edition 2022

Professional service companies recognize the value of a strong corporate identity not only from a marketing standpoint but also from a security standpoint.

The usage of subcontractors almost always results in an unidentified presence from both a personnel and vehicular perspective. First impressions do matter. What are your representatives saying about your firm?

Spend an hour at home and pay special attention to how other service companies present themselves when visiting your neighbors. I’ll bet you’ll have no problem knowing which companies are delivering their parcels, doing their pest control, or repairing their appliances. Professional service companies recognize the value of a strong corporate identity not only from a marketing standpoint but also from a security standpoint.

When a company representative steps out of their vehicle, the automatic assumption is that the company has done their homework as to who they are sending into their customers’ homes. Based on what they see from their window, can your customers feel the same assurance? Is it becoming clear where the “top 10” ranking in the public’s buying perception is coming from? By not recognizing this fact, too many dealers are making the duties of their representatives more difficult simply due to the customer’s initial perceptions.

I realize it’s unfeasible for most dealers to immediately obtain a fleet of matching vehicles. This is all the more reason why it is important to place an emphasis on the person approaching the door. First, advise the customer who will be coming to work for them. For example, a national auto glass company is notifying its customers of a picture of the scheduled technician. What a great idea, and it’s virtually free to implement! Have the estimator or installer call a few minutes before arrival to identify themselves and advise the customer of the type and color of vehicle in which they will be arriving.

Further, advise your customers if background checks have been performed. Identification badges can have a value far beyond their cost. In today’s world, people want to know to whom they are opening their doors. If truck signage is not feasible, consider having the installer put out a temporary yard sign identifying your company while he is working. Let the neighbors in on what’s going on. They are not only curious but suspicious as well.

The goal of all stores is to generate more repeat and referral business. The way to effectively accomplish this is to “be somebody” to your customers. Make sure your service representatives appear proud to represent your firm and are held accountable.

Attitudes are contagious. You will soon notice an improvement in your company’s perception. It’s the only good option available. Hiding behind a cloak of anonymity will only serve to get us more of what we already have — a spot in the customer’s most suspicious top 10. ■

The goal of all stores is to generate more repeat and referral business.

The way to effectively accomplish this is to “be somebody” to your customers.

Make sure your service representatives appear proud to represent your firm and are held accountable.

Premier Flooring Retailer | TISE Edition 2022

31

TAKING THE LEAD

What is fcB2B, and why should my company participate?

T

Lewis Davis

Senior Director of Technology and Research

here have been many articles written and interviews about fcB2B over the years, but I still run into people who aren’t familiar with it. This article will explain what it is and how it can benefit your company, no matter if you are a manufacturer, distributor, or retailer. fcB2B stands for Floor Covering Business to Business and, in its simplest definition, is a process to provide business-critical documents in an electronic format. If you’re thinking that you already do this by sending documents via email or downloading them from a website, you’re close. However, these processes still require human interaction to complete and are error-prone. For example, the email could get sent to the wrong person, get stopped by a SPAM filter, requires someone to open the email attachment and do something.

Let’s take the first document and review it from a manufacturer’s perspective.

The product catalog is generated for your customer and contains the products and prices they can purchase. This is generated from the information already stored in your system and provided to your customer, in most cases automatically because someone updated the information via an existing process. Using a process that supports the fcB2B standard, your customer retrieves the information and updates their system with the changes. Why is this important? In some cases, your customers are also dealing with a reduced staff and looking for ways to do more with less. Let’s put this into perspective if your customer bought from 5 different suppliers and each supplier had 100 styles with 2 sizes in each style and 10 colors in each size, that’s around 10000 items that would need to be updated for each price change. Assuming it takes 30 seconds to update the price on 1 item, that’s 5000 minutes or 83.33 hours. If those 5 suppliers are using fcB2B, that 83.33 hours turns into maybe an hour to retrieve prices and update their system. Your customer is now much more efficient and more likely to encourage the sale of your products.

Your customers are also happy with you from a distributor’s perspective because they can now import the products and purchase from you quickly and efficiently.

You also have the added benefit of using fcB2B with your suppliers and automating processes on your side. You can submit PO’s and get PO acknowledgments. You can get notifications of shipments and automate the receiving process. You can also get

fcB2B stands for Floor Covering Business to Business and, in its simplest definition, is a process to provide business-critical documents in an electronic format. If you’re thinking that you already do this by sending documents via email or downloading them from a website, you’re close.

32 Premier Flooring Retailer | TISE Edition 2022

What about submitting POs to your suppliers? Do you currently enter the POs into each supplier’s website or call customer service to enter the order? Imagine taking those PO’s that already exist in your system and pushing a button to have them sent electronically to your suppliers, and getting the reference number and status automatically updated in your system. your invoices electronically. Not only are you helping your customers be more efficient, but you are also benefiting from the automation that fcB2B allows.

As a retailer, you have already seen how the product catalog can provide efficiencies by reducing the timedelay in getting your prices updated. What other efficiencies can you gain? What about submitting POs to your suppliers? Do you currently enter the POs into each supplier’s website or call customer service to enter the order? Imagine taking those PO’s that already exist in your system and pushing a button to have them sent electronically to your suppliers, and getting the reference number and status automatically updated in your system. How much time would that save you a day or week? How about your sales staff being able to check stock on a product instantly while talking with a customer and not having to visit a website or call customer service? What about having the status of orders updated in your system without having to call or visit multiple

websites and then manually update your system. Imagine the possibilities and how efficient you could become by using technology.

Fcb2B provides specifications to generate Price / Product Catalogs; receive PO’s and return PO acknowledgments; send Advance Shipping Notices (electronic BOL) and invoices. We also have specifications that allow for instant Price Checks, Stock Checks, placing Reservations on stock, instant Order status updates, and seeing what items may be related to a product being sold.

Visit our website at www.fcb2b.info and click on the Resources tab to learn more about fcB2B. In addition, the Organization tab has a listing of the members that support fcB2B. Do you B2B? If not, why? Contact me to find out how to be more efficient in your business.

Lewis Davis can be contacted at 706-217-1183 ext.

132 or via email at ldavis@wfca.org. ■

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SHAW

WE’RE BACK! Excitement Planned for SURFACES 2022 by Shaw Residential The entire Residential Division will be there … in full-force

“T

he band’s back together”

‘Powerhouse of Services and Solutions’

at the nation’s largest stage for

nesses. We’re excited about the oppor-

FACES, bringing its residential and

person, particularly after the challenges

after a long 15-year absence

flooring. Shaw returns to the SUR-

main street brands Anderson Tuftex, COREtec, Philadelphia Commercial, Nina LoCicero

and Shaw Floors. Attendees will find

Digital Commerce, Shaw

in adjacent booths 2647, 2947 and

V.P. of Marketing and

them conveniently located together

Residential

3247 on the show floor. Industry buy-

ers and sourcing professionals can register for a free exhibit pass to visit Shaw in-person in Las Vegas or a free

virtual pass to the hybrid TISE Live Virtual Event | Vegas Edition 2022 by

to help our customers grow their busi-

tunity to connect with customers in the past couple of years have brought,”

commented Nino LoCicero, V.P. of Mar-

keting and Digital Commerce, Shaw Residential. “We’re more bullish than

ever about delighting the customer

with leading innovations and superior service. What better way to bookend

our 2022 market season with a return to SURFACES than to showcase the latest and greatest from Shaw!

registering here.

Part of its overall show strategy

More bullish than ever

market season with regional Showcase

“We’re returning to the show as a united

residential division: four brands, one

Shaw will continue to have its regular events at select locations throughout the country during January, including

a live stream event from Dallas in early January for our Shaw Flooring Network (SFN). Customers may also sched-

ule curated product sessions with their Shaw territory manager for a personalized market experience. “We understand the importance of face time but

also want to make sure our customers have a safe market experience that’s tailored to their comfort level and needs,” observed LoCicero.

COREtec Plus in Briar Oak

34 Premier Flooring Retailer | TISE Edition 2022

More programs and initiatives

Shaw plans to showcase more programs and initiatives across its entire portfolio of brands at SURFACES. These will be true market solutions based on

consumer research and Shaw’s 50+-years of market

Philadelphia Commercial Conversion

expertise. However, Shaw will maintain brand differentiation by leveraging social media and other digi-

tal channels to share powerful storytelling tailored to each brand’s target demographic. Its goal, according

What you’ll see

through more digital engagement designed to send

should expect, LoCicero described SIMPLE solutions

to LoCicero, is to drive brand affinity with consumers people in-store where RSAs can close the sale.

What to expect

A full two-day schedule of demonstrations featuring a

variety of technologies and innovations will be on-tap.

Attendees will get push notifications while at the show to

come to the Shaw booth and see why customers prefer

its products and services. Shaw will also have a strong sales presence at SURFACES. Its field teams will be ready to engage with attendees and customers on all the lat-

est and greatest from Shaw, having just experienced a

week-long training course on all 2022 new introductions.

“Reimagine” is the theme

No mistaking the importance of SURFACES to the

Shaw team, observed LoCicero: “Shaw is a custom-

When asked about what visitors to the Shaw booths

for durability and clean-ability without having to sac-

rifice style and design—in new and reimagined ways.

“We have a new sundries program designed for sim-

plicity and customer satisfaction, as well as a new pet-friendly platform, Pet Perfect, designed for spe-

cialty retail and promising ultimate durability and

effortless clean-ability. We’re also displaying some innovative new design concepts and sustainable product solutions.”

“We have too much excitement planned for SUR-

FACES to summarize it in a single sentence,” exclaimed

LoCicero. “But I’ll just say: Come see us at adjacent

booths 2647, 2947, and 3247 to learn why you’ll get leading innovations, more sales, and better service with Shaw in 2022!”

Again, industry buyers and sourcing profession-

er-centric company, and we cherish the face time with

als can register for a free exhibits pass to visit Shaw

est and greatest products and services, while also

the hybrid TISE Live Virtual Event | Vegas Edition 2022

customers and the opportunity to showcase our lat-

learning how we can serve our customers better. Our theme for the 2022 market season and sales training

Floors in-person in Las Vegas or a free virtual pass to by registering here. ■

is ‘Reimagine.’ We’re asking people to reimagine not

only the market experience but all the ways that business—and real-life—will look different post-pandemic.”

Article and news release credit to TISE Tv from The International Surface Event (TISE): SURFACES | StonExpo/Marmomac | Tile-Expo. The TISE TV Network, an extension of the TISE event, streams all unique TV video programming on Facebook and online at www.TISEtv.com, offering the industry year-round product intro-ductions, live demonstrations, industry news and updates, and virtual and hybrid floor covering, stone and tile shopping and product sourcing event experiences at www.TISElive.com.

Caboodle in Grounded from A/T

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35

Revolutions begin with bold ideas.

At COREtec, we focus on those ideas every day.

First, we revolutionized the flooring industry by inventing a whole category in rigid, waterproof floors. Now, we’re creating new innovations for an ever-changing world.

Always challenging the status quo, we innovate with fresh and inspired colors, unique textures and designs, and strong yet comfortable construction.

These innovations never stop because we never settle for anything less than revolutionary flooring.

Nine Bold Styles Our 2022 introductions will feature nine unique styles, existing within two overarching species — Oak and Walnut. The construction and aesthetic of these products create an unmatched sense of realism, and the texture of the grains portrays movement and dimension. Natural colors give this flooring a sense of honesty and purpose that will echo throughout your space.

Bosc Oak | VV735-06012

Ultimately, our breakthrough ideas change what’s possible, providing your customers with something better and making your business more profitable.

break through the boring 36 Premier Flooring Retailer | TISE Edition 2022

Allegiant Walnut | VV735-05023

Irene Walnut | VV735-04026

CELEBRATING 10 YEARS!

The ORIGINAL 100% Waterproof, Kidproof, and Petproof Floor.

See these beautiful styles and more at COREtecFloors.com today.

Featured floor: Draco Oak | VV735-04019

Premier Flooring Retailer | TISE Edition 2022

37

CUSTOMERS WANT PET PERFECT More than 70% of your customers have pets – and spend more than $100 billion dollars on them annually. With exponential growth lies untapped opportunity.

Pet Perfect+TM carpets by Anderson Tuftex are ultra-durable and easy-to-clean, designed especially for pet owners in styles they’ll love.

“A great new addition to our Pet Perfect™ franchise, this selection of styles offers beautiful design with all the features and benefits of a pet performing product.

The addition of LifeGuard® Spill-proof Technology system is a win-win.”

— Lisa Lux, Director of R&D Anderson Tuftex

PET PERFECT+ AT A GLANCE • Built-in stain protection • Fade and bleach-resistance • Easy release of pet hair

PEOPLE SPEND MORE FOR PET FEATURES • 71% of our target demographic has dogs, 31% has cats • 50% agree pets play a big role in decisions for the home • 54% have purchased a product for their home based on their pets

LIFEGUARD® SPILL-PROOF TECHNOLOGY Pet Perfect+™ features the added protection of LifeGuard® Spill-proof Technology, Shaw’s highest performance carpet backing, designed to prevent spills and odor-causing accidents from soaking through to the pad and subfloor. LifeGuard® technology provides complete clean-up protection and makes these carpets perfect for pets.

WARRANTY

ZZ259 CABOODLE 00753 GROUNDED

Backed by a 25-year warranty, these high-performance fibers are designed for easy care, to release pet hair with ease and keep spills from soaking through the carpet.

CARPET • RUGS • HARDWOOD • ANDERSONTUFTEX.COM

38 Premier Flooring Retailer | TISE Edition 2022

INTRODUCING PET PERFECT+™ CARPET ULTRA DURABLE | EASY-TO-CLEAN |

PERFECT FOR PETS

Give pet owners the certainty of cleanliness and long-lasting beauty. Pet Perfect+ offers the trusted durability of Pet Perfect, with the added protection of LifeGuard® Spill-proof Technology.

ZZ245 SHEER PURRFECTION 00553 SMOKEY GREY

™

®

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39

A Smarter Carpet for Pet Parents Shaw Floors puts pets first with Pet Perfect™

LIFE CAN GET MESSY - especially enhanced cleanability. “We are with furry, four-legged friends. excited to introduce one of the From pet dander to mud to strongest marketing platforms to accidents and spills, pets can span Shaw’s residential brands,” says Teresa Tran, vice easily ruin carpet.

“With more than president of Shaw 70% of consumers have pets, which is 90 million U.S. pet-owners, Floors retail channel.

“With more than 90 why Shaw developed Pet Perfect carpets are million U.S. pet-owners, Pet Perfect carpet. the ultimate solutions for Pet Perfect carpets are the ultimate solution for Reimagining the today’s consumer.” today’s consumer.” pet-owner experience Shaw Floors revisited its Bellera carpet collection and op- PERFECT FOR PETS. Pet Perfect timized for launch of a new pet allows people to relax and enjoy platform for specialty retail. Com- more quality time at home. bining style, innovation and dura- These easy-to-clean carpets are bility, Pet Perfect is designed to accompanied by an outstanding 20-year or 25-year warranty. meet consumer demand.

The recent introduction of Pet Perfect+ (featuring LifeGuard® Spill-proof Technology) expands the platform and offers pet owners

Finally, a carpet collection that’s equipped for all kinds of messes.

The name says it all.

HOME WITHIN - COLOR 503

PET PERFECT CARPETS FEATURE:

TRANQUIL SPIRIT - COLOR 150

40 Premier Flooring Retailer | TISE Edition 2022

•

ANSO® high-performance fibers

•

built-in bleach and fade resistance

•

industry-leading stain and soil protection

•

easy release of pet hair while vacuuming (for effortless cleanability)

•

multiple color options

•

a 30-day customer satisfaction guarantee

HIGH-PERFORMANCE CARPET

Ultra durable, easy-to-clean carpet.

Designed for you. Perfect for your pet.

Give pet owners peace of mind with Pet Perfect: designed using ColorGuard Technology, ANSO high-performance fibers and exceptional warranty.

shawfloors.com

Premier Flooring Retailer | TISE Edition 2022

41

BEST-IN-CLASS PRODUCT SOLUTIONS

The Elevate Collection is Mainstreet

by Philadelphia’s first 18x36 format featuring our innovative Strataworx® backing system, allowing for previously unavailable adhesive options as well as additional installation methods. With soft tactility and curated compositions, Elevate adds interest, dimension, and establishes a sense of place with versatile designs. while the overlapping squares of Ascension are like snapshots of life, allowing the viewer to see them from a higher vantage point.

The visual found in Conversion is much calmer with subtle linear textures.

Ascension

reshape our world, offering a palette of The brand’s two new carpet saturated colors. These 24x24 format collections: Reshaped and Elevate, tiles are made with 100% Eco Solution strike the balance between trendQ® Nylon and feature EcoWorx® focused and timeless and provides backing system, Cradle to Cradle® a range of performance benefits. certification and the coverage of our “The Philadelphia Commercial team Lifetime Commercial drew inspiration Warranty, checking from the Renewal all the boxes, from design story for our Without compromise, style to sustainability 2022 products,” Philadelphia Commercial’s to installation. says Michael new 2022 product launches Ferguson, director offer solutions for every ReEmerge of R&D creative commercial space without combines a for Philadelphia sacrificing design, quality largescale pattern Commercial. “Our or service. of colliding product stories are geometric forms a positive reflection with a sophisticated of the growth and color palette to transformation yield a subtle yet playful addition to garnered from shared challenges in our portfolio. recent years.” In addition to inspired design, each carpet collection is ReAdapt appears at first to be a simple constructed for long-lasting durability, coordinate, but a closer look reveals offering retailers and end-users the subtle layers of texture and character. best of both worlds.

ReAlign adds the ability to Reshaped is a collection of patterns incorporate a graphic accent with inspired by an exploration of clean stripes of tonal color. lines and simple geometric forms to 42 Premier Flooring Retailer | TISE Edition 2022

Philadelphia Commercial’s newest launches reflect the brand’s trademark offering: product solutions with style backed by service and value you won’t find anywhere else.

ReAlign

Conversion

Philadelphia Commercial expands your reach— and bottom line—offering personalized service and solutions for a total value beyond measure.

Floorvana+™

Bring your flooring project to life with our real-time Augmented Reality experience.

Tailored Solutions

Personalize your flooring with custom accent colors and styles.

Rendering Services

Get custom renderings to compare colors, installation methods and more.

Sound Advisor®

Hear how different floor assemblies impact acoustics with this award-winning tool.

RESILIENT | CARPET TILE | BROADLOOM | ENTRY/WALK OFF | HOSPITALITY | INDOOR/OUTDOOR | PERFORMANCE TURF

©2022 Shaw All Rights Reserved.

philadelphiacommercial.com

Premier Flooring Retailer | TISE Edition 2022

43

LEGAL MATTERS

Managing Risk with Contracts Life is inherently risky. There is only one big risk you should avoid at all costs, and that is the risk of doing nothing.

—Denis Waitley, American motivational speaker and author

E Jeffrey W. King

Outside General Counsel for the for the WFCA Jeffrey King has

more than 35 years’

experience in complex

litigation with a focus on contracts, employment, construction, antitrust, intellectual property and health care. He

serves as legal counsel for WFCA and other

trade associations, and is a LEED Accredited

Professional. For more

information, contact him at (561) 278-0035 or jeffw@jkingesq.com.

very flooring retailer, contractor, and installer faces risks in doing business. Some may involve damage to a facility, equipment, or inventory. Others may be safety hazards that lead to worker accidents and injuries. There are also the risks of supply chain delays, or material price increases. There is simply no way to eliminate risk from uncertain and unexpected events that could affect success — but it can be managed to minimize the risk.

When a business thinks of risk management, it often focuses on insurance and safety programs. Without doubt, insurance and safety programs are major elements of any risk management plan. There are risks, however, that are neither covered by insurance nor involve safety hazards. These could be unanticipated increases in material costs; a claim for consequential damages because of a delay in getting materials; nonpayment by a customer or general contractor; and a myriad of similar problems. These risks can often be managed by well written contracts.

Contracts

One of the most important risk management tools are the contracts that flooring retailers and contractors enter into with supplier, subcontractors, and customers.

These contracts can allocate certain risks so that the party best able to control and manage the risk bear the responsibility. For example, a flooring retailer will want to allocate the risk that someone is hurt while installing the floors to the installation contractor, who is in the best position to provide a safe work site. The flooring retailer or contractor will want to allocate the risk of design errors to the owner, who may have a contract with a designer or insists on installing certain types of flooring. These are the kinds of risks that a contract should address, so that the parties know in advance who is responsible for what risk.

There is simply no way to eliminate risk from uncertain and unexpected events that could affect success — but it can be managed to minimize the risk.

44 Premier Flooring Retailer | TISE Edition 2022

Indemnity Clause: An indemnity provision generally requires one party to pay for losses as a result of claims made by third parties. For example, the contract with the installation contractor should require the contractor to defend and indemnify the retailer against claims of improper installation and for any installation defects. To ensure that the indemnity clause covers all potential costs, the clause should require the other party to “indemnify, defend, and hold harmless” the other party. This requires the responsible party to pay any damages (“indemnify”), to pay the legal fees and costs to defend against any claims (“defend”) and to preclude the other party from filing a claim against the retailer or contractor (“hold harmless”). A standard clause includes such language as: The parties agree to indemnify, defend and hold harmless the other from any and all claims, actions, damages, liabilities, costs and expenses, including reasonable attorney’s fees and expenses, for death or bodily injury, or the damages to or loss of destruction of any real or tangible personal property arising out of or in connection with the indemnitor’s negligence or willful misconduct in the performance of this Agreement or any amendments entered into pursuant to this Agreement.

To ensure that the indemnity clause covers all potential costs, the clause should require the other party to “indemnify, defend, and hold harmless” the other party.

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Depending on the circumstances, it may be appropriate to specify other allocations of responsibility. For example, if the owner insists on using a certain flooring product, the agreement could provide that: The Owner has selected and insisted on installing [specific] flooring, and agrees to indemnify, defend and hold harmless the Flooring Retailer/ Contractor/Installer from any and all claims, actions, damages, liabilities, costs and expenses, including reasonable attorney’s fees and expenses, if the product fails or is determined to be inappropriate for the use of the flooring product Every contract should be reviewed to ensure a fair allocation of responsibility.

Insurance: Contractual indemnity provisions included in contracts are only as good as the indemnitor’s ability to pay for its indemnification obligations. Accordingly, when transferring risk through an indemnity provision, it is important to ensure that the indemnitor has, or is able to procure, insurance coverage sufficient to pay for the assumed indemnity obligations. A standard clause often reads: During the term of this agreement the Subcontractor shall maintain in full force and effect 46 Premier Flooring Retailer | TISE Edition 2022

general liability insurance for a minimum of $ XXXX for any one occurrence. Such insurance shall name Flooring Dealer/Contractor as an additional insured but only with respect to this agreement. The Subcontractor shall provide Flooring Dealer/Contractor with evidence of insurance upon request, and shall provide at least thirty (30) days’ prior written notice of material change to, cancellation, or non-renewal of the policy.

Waivers of subrogation: Subrogation allows an insurer to stand in the position of its insured and to sue the other party to recover amounts paid on behalf of the insured. The indemnity provision discussed above allocates responsibilities and risks. Allowing an insurer to recover amounts paid on behalf of a party to whom that risk was shifted would undermine the parties’ intentions. A waiver of subrogation precludes the insurer from seeking reimbursement for amounts paid on claims, and thus prevents an insurer from passing assigned risk back to the other party. In other words, a waiver of subrogation ensures that allocation of risk stays with the insurers as contemplated by the parties.

Where applicable, contracts should include waivers of subrogation to ensure that project risks are transferred in the manner intended by the project participants. A typical subrogation waiver that reads:

The potential of an increase in the cost of materials is a risk for many businesses. An unanticipated price increase in flooring or sundries can turn a profitable sale into a loss.

Waiver of Subrogation. Each party agrees to waive any and all rights of subrogation against the other party and their insurers for any losses covered by, or required to be covered by, insurance under the terms of this Agreement. Each party agrees that its insurance companies shall have no right of subrogation against the other on account of this release.

The standard AIA contract also includes a waiver of subrogation that can be used. See Standard AIA contract A102.

Force Majeure: Force majeure is an unforeseeable circumstance that prevents someone from fulfilling a contractual obligation. A force majeure clause can excuse a delay, and may allow the retailer or contractor to terminate an agreement. Many contracts include a force majeure or a delay clause, but the language of what is covered can vary. Generally, a force majeure clause covers unforeseeable acts such as “government action,” “acts of God,” “civil disturbances,” “fires,” and similar occurrences. After the delays and cost increases experienced with COVID-19, it is important to cover infectious pandemics and supply chain delays.1 Either party shall be excused from delays in performing or from its failure to perform hereunder to the extent that such delays or failures result from a Force Majeure Event. A Force Majeure Event is hereby defined as an event which is beyond a party’s control, could not have been reasonably foreseen when the parties executed this Agreement, and prevents or

substantially inhibit performance, and shall include but not be limited to the following: an act of God or public enemies; declared or undeclared war; civil disobedience or disturbance; epidemic or infectious pandemics; natural catastrophes,; fire; order, restraint or prohibition of a governmental authority having jurisdiction over the services of the parties, their agent, officers, directors or employees, or subcontractors; and delays due to such events.

Upon the occurrence of a Force Majeure Event Agency shall notify Client in writing of same identifying the reason performance should be excused and an approximate date by which performance can be completed.

Material Price Increases and Supply Delays: The potential of an increase in the cost of materials is a risk for many businesses. An unanticipated price increase in flooring or sundries can turn a profitable sale into a loss. Similarly, potential delays and disruption of supply chains can lead to increased costs or an inability to perform the contract on time. If possible, flooring retailers and contractors should try to lock in its material cost for each project. Recognizing that is not always possible, flooring retailers and contractors should consider including an escalation clause in its contracts with its customers that allows the retailer or contractor to pass on any increase in the goods sold.

The contract provisions, known as a materials price increase clause, often allow a pass through of a cost increase over a certain amount. For example. A material price increase provision often provides that:

1. For more information on force majeure provisions and anticipated pandemics, see “Contracts in the Age of COVID-19: Some Suggestions to Protect Your Business,” Premier Flooring Retailer (3rd Quarter 2020) at https://issuu.com/margolocust/docs/final_pfr_q3_2020__11-27-20_.

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When the price for any item of materials to be used on the Project increases _____ percent (__%) or more between Contract signing and materials purchase, Customer shall pay to Contractor, on request, all sums by which the cost to Contractor for any materials item has increased beyond __%, as demonstrated by Contractor. This includes but is not limited to price increases in lumber, plywood, flooring materials, installation materials, fuel, manufactured products and equipment.

Pay if Paid v. Paid When Paid: Subcontracts to supply or install flooring often provided that the retailer, contractor, or installer are paid “if ” or “when.” These provisions are generally understood to shift the risk of an owner not paying the prime contractor to the subcontractor. The fact, however, is that there may be a significant difference between a paid-when-paid and a paid-if-paid clause.

The courts in most states consider a “pay-whenpaid” clause as simply a timing mechanism and generally will not excuse the prime contractor from paying the subcontractor, whether or not the owner pays the prime contractor. The risk of non-payment is on the prime contractor and the courts will generally require

payment to the subcontractor within a “reasonable time” after the work is completed.

In contrast, courts generally have found that a “payif-paid” clause constitutes a condition precedent to the subcontractor’s payment. A pay-if-paid provision means exactly what is says: the prime contractor has no obligation to pay subcontractors unless the owner first pays the prime contractor. This can create a dilemma for a subcontractor. Since the subcontractor has no contract with the owner, court will generally hold that the subcontractor cannot claim a breach of contract against the owner. Some courts have held the subcontractor’s sole remedy is against the prime contractor, who is not obligated to pay until the owner pays it. While the subcontractor may have lien rights against the owner, there are a number of problems with attempts to file and enforce such liens.2 As states have moved toward protecting the rights of subcontractors, some courts have decided not to enforce pay-if-paid provisions. The courts in New York, South Carolina, Illinois, Wisconsin, and California have declared pay-if-paid provisions to be against public policy since such clauses are inconsistent with the states’ lien laws. While other states may decide to prohibit pay-if paid clauses, every flooring contractor, retailer, and installer should be aware of pay-if-paid and pay-whenpaid clauses and know whether its state treats these provisions differently, that is, whether a contract that provides “pay-if-paid” shifts the risk of non-payment, but a contract that provides “pay-when-paid” does not. Given the potential liability, flooring contractors, retailers, and installers should consult with competent legal counsel to review its basic contracts and any clauses that raise concerns to the retailer, contractor, or installer.

Consequential Damages: One of the biggest risks for flooring retailers and contractors face on construction projects is liability for consequential damages. Regular damages directly flow from the breach of contract, such 2. For more information on liens, see “Mechanic’s Liens — Little Mistakes, Big Problems,” Premier Flooring Retailer (2nd Quarter 2020) at https://issuu.com/margolocust/docs/digital_2_-_2020_premier_flooring_retailer_magazin/s/10843888.

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While creating a risk management plan can take time and effort, effective plans can prepare a company to face and minimize risks.

The key is to assess and anticipate potential risks and plan for them. as the cost to replace a defective floor. Consequential damages, on the other hand, are damages that flow indirectly from a breach of contract and are typically related to delays in performance or the loss of use of home or facility while repairing defective flooring installation.

For example, casino was awarded $14,500,000 in damages for lost profits arising from a delay in remodeling the casino on which the contractor was paid $600,000.

Similarly, a condominium owner sought four months of rent at $23,000 a month while defective flooring was being removed and replaced.

It is important that the flooring retailer and contractor include a waiver of consequential damages. The standard AIA contract includes a mutual waiver of consequential damages.

The Flooring Retailer/Contractor and Owner waive claims against each other for consequential damages arising out of or relating to this Contract. This mutual waiver includes: .1 damages incurred by the Owner for losses of use, income, profit, financing, business and reputation, and for loss of management or employee productivity or of the services of such persons; and .2 damages incurred by the Contractor for principal office expenses including the compensation of personnel stationed there, for losses of financing, business and reputation, and for loss of profit, except anticipated profit arising directly from the Work.

Every contractor and subcontractor should consider and evaluate the risk of consequential damages on each project. A simple clause excluding consequential damages can read: Notwithstanding anything herein to the contrary, the Flooring Retailer/Contractor shall have no liability whatsoever for consequential, indirect, delay, special, incidental or liquidated damages whether arising in contract, tort, indemnity, warranty, strict liability or otherwise.

Other Provisions: There are other contract provisions that can help limit risk. These can include waivers of implied warranties, limiting damages to the contract price, restricting remedies, and similar clauses.

Some states do not allow such waivers and restrictions.

Accordingly, competent legal counsel should be consulted to review the contracts to help minimize risks.

Conclusion

While creating a risk management plan can take time and effort, effective plans can prepare a company to face and minimize risks. The key is to assess and anticipate potential risks and plan for them. Given the potential liability, every flooring retailer, contractor, and installer should annually review its insurance coverage and its safety programs. The review should include reviewing its contracts with competent legal counsel to ensure that risks are fairly allocated and that the potential costs are minimized. ■

Notice: The information contained in this article is abridged from legislation, court decisions, and administrative rulings and should not be construed as legal advice or opinion and is not a substitute for the advice of counsel.

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WAGNER METERS

3 Dangers to Avoid When Installing Wood Floors Over Concrete

I

nstalling hardwood (or any kind of wood—engineered, laminate, etc.) floors over concrete might sound easy, but do you know what problems could

happen? If you don’t take the necessary steps to avoid these 3 dangers when installing hardwood floors over concrete, you could be headed for trouble.

Yes, new slabs can be tricky, but don’t forget that an old concrete slab can still

cause big problems. If this is news to you, pay close attention to these 3 big dan-

gers. Or, if you’ve learned this before, now might be a good time for a refresher.

Avoid these 3 dangers: Jason Spangler

Wagner Meters’ Flooring

Division Manager Jason Spangler has more than 25 years’ experience in sales and sales management across a broad spectrum of industries. He has successfully launched a variety of products to the market, including the original Rapid RH® concrete moisture test.

Jason, who received an MBA from West Texas A&M University in 2018, has extensive industry involvement, including the National Wood Flooring Association (NWFA), the International Certified Flooring Installers Association (CFI), and is Vice Chairman of Associations for The Flooring Contractors Association (FCICA). Call Wagner Meters today at (800) 634-9961 and ask for Jason or email him at jspangler@wagnermeters.com.

# 1 Danger: Not testing with in-situ relative humidity sensors before installation A new concrete slab is the most likely type to have excess moisture, mainly because a decent amount of water is necessary for the initial creation and placement of concrete. But not all that water is supposed to stay in the slab forever.

Excess water must be allowed to evaporate through the surface before installation.

If not, major moisture issues are inevitable.

Even old concrete slabs, if not installed properly or because of a variety of exter-

nal moisture sources, can end up with too much moisture in them.

How?

Maybe there’s no vapor barrier. Maybe there is one, but it’s damaged. Maybe

there’s a plumbing leak affecting the slab. No matter what the source of the moisture is, it needs to be handled before installing wood floors over concrete.

Best way to identify excess moisture? By testing with in-situ relative humidity

(RH) sensors.

These sensors are placed at 40% depth in the concrete, allowed to acclimate

for 24 hours, and then scanned for readings of moisture levels. By testing moisture levels in the concrete and not on it, you’ll receive an accurate reading of what the surface of the slab will “see” when the moisture has equilibrated.

A new concrete slab is the most likely type to have excess moisture, mainly because a decent amount of water is necessary for the initial creation and placement of concrete. But not all that water is supposed to stay in the slab forever.

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#2 Danger: Not acclimating the floor to the installation environment

#3 Danger: Not using an accurate wood moisture meter

Before even one hardwood floorboard is laid down, it

A good flooring installation job is only as good as its

must have had plenty of time to acclimate to the end environment.

That’s right. It can’t come straight from the source to

be installed immediately on the concrete. The wood

least accurate wood moisture meter.

What does that say for your job? Doing well? Time

to consider upgrading?

An accurate wood moisture meter can save a floor-

needs to be placed in an enclosed environment with

ing job from disaster. After all, when you’re installing

lation environment, if not in the actual installation

your customer is going to be pleased with your work

temperatures and humidity similar to that of the instalenvironment itself.

Since wood is hygroscopic, it will absorb and

release moisture until it has reached equilibrium.

When it absorbs moisture, it expands. When moisture is released, the wood contracts.

If the boards are installed before the wood stops

expanding and contracting, it’s likely there will be cracks or swelling in the boards—a huge issue!

Make sure the hardwood flooring has fully accli-

mated to the environment you’re installing it in to avoid these big headaches.

In-situ RH testing provides the most reliable way to identify excess moisture in concrete slabs.

high-dollar, high-quality wood, you want to make sure for years to come.

But the fastest way to jeopardize that is by using a

less-than-accurate wood moisture meter. The risk just isn’t worth it.

And since you’re working with beautiful flooring,

you want to stay beautiful; your best bet is to use a

non-damaging pinless moisture meter. No more

unsightly holes in your boards, and you still get the readings you need.

Talk about a win-win!

efore installation, be sure the wood flooring has fully acclimated to the indoor environment where it will be used.

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51

What if you don’t test the concrete for moisture?

flooring. And if the readings are coming back too

buckle due to the moisture rising through the con-

is worth it when you don’t have to rip out and replace

Then there’s a high chance the wood floor will cup or crete and escaping.

This is arguably the most important step to take

before installation.Sometimes it can feel like an easy step to skip because…

 you’ve been in the industry for years.

 you intimately know the concrete you’re working with.

 there hasn’t been any rain.

Don’t forget to acclimate and test the hardwood

high, allow additional acclimation time. The extra time the wood at some future time.

Finally, lay your flooring, add finishing touches, and

enjoy. Then you can have peace of mind that your job will last for the long haul. And who knows, maybe your

work was so impressive that your clients referred you to all their friends and family.

Your reputation will precede you, and you’ll have

customers for years to come. Isn’t that the dream? ■

 the building is enclosed.

 the concrete looks the right color.

But if you can’t look at the slab and immediately

know the moisture reading, then skipping this step of

testing moisture in the concrete runs the risk of ruining the whole job.

Best practices to avoid dangers in installing hard-

wood floors over concrete

First, prep your slab. This means clean it up, smooth

it out, and — you guessed it — test it.

Then, install an underlayment/subfloor. By giving

your hardwood something to actually “grab on to,” you’re giving it the best possible chance of lasting years and years.

52 Premier Flooring Retailer | TISE Edition 2022

Using an accurate wood moisture meter helps ensure that your wood floor installation will be successful.

“My new floors

look amazing...

especially after the

hardwood started

swelling!”

Said No One Ever.

80% of all problems in wood projects are caused by moisture content issues. A quick and simple, non-damaging moisture meter reading can save you from angry customer calls, unnecessary repair time, and a bad reputation. Call today and learn why Wagner’s industry-leading Orion meters may just be the most important tool for your job.

844-533-9100 | WagnerMeters.com | FAST. DURABLE. ACCURATE.

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FLOOR ED

2022 Property & Casualty Insurance: Market Outlook and Renewal Improvement Strategies

T

Stacy Eickhoff

Stacy Eickhoff, Sr.

Vice President, has

specialized in providing insurance programs

for the Floor Covering Industry for over 25

years. Risk Strategies is a top national

broker providing

comprehensive risk

management advisory services.

he 2021 insurance market began as predicted, upward rate pressure and reduced capacity created a very difficult cycle for most insureds. Prior to Covid-19, and as early as 2018, the insurance market was beginning to harden with firming expected to continue well into 2022. The conditions prompting the hardening of the market in 2018 included significant catastrophic losses impacting property, nuclear jury verdicts impacting casualty lines, and the cost of reinsurance increasing. These trends continued throughout 2021, beginning with the deep freeze in Texas caused by Uri and capped by the most recent fire in Colorado, which burned almost 1,000 homes.

The outlook in 2022 is slightly more positive due to several factors, and while we expect rate increases to continue at least into the 2nd quarter of 2022, we are cautiously optimistic that the market is slowly improving.

Reinsurance treaty pricing was up significantly in 2021, and expectations for 2022 were expected to be largely the same. However, the January 2022 Reinsurance renewal showed more modest increases with a largely bifurcated market between clean and loss impacted programs. According to The Howden Group, the London market casualty reinsurance rates online increased by 5% and the property rate online by 9% on average. Climate change and cyber risks are at the top of reinsurer concerns, as are rising losses from secondary perils, core inflation, social inflation, and the evolution of catastrophic property losses.

Insurance companies will pass these higher costs onto their policyholders by increasing rates.

The Counsel of Insurance Agents and Brokers reported the 16th consecutive quarter of increases for the third quarter of 2021. Umbrella, cyber, employment practices, and directors’ and officers’ liability continued with double-digit increases, excluding workers’ comp all other lines increased by at least 5%.

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Climate change and cyber risks are at the top of reinsurer concerns, as are rising losses from secondary perils, core inflation, social inflation, and the evolution of catastrophic property losses.

Property, Automobile, and Excess/Umbrella have seen the largest pricing increases. While there is good news as the pace of rate increases is slowing and additional capacity has entered the market, we can still expect stringent underwriting guidelines, higher attachment points, and rate increases for certain lines of coverage to be the norm. Surprisingly, Workers’ Compensation is still the best performing line of coverage. Gains in Insurer profitability will continue to be impacted by weather-related natural catastro-phes, social inflation, and low-interest rates affecting investment returns.

According to Munich Re, the cost of natural catastrophes increased from $166 bln in 2019 to $210 bln, and in 2020 and the insured losses increased from $57 bln to $82 bln. For 2021 the estimated natural catastrophe insured losses were $105 bln, with winter storm Uri comprising $15bln of the total losses.

In Swiss RE’s report US Litigation Funding And Social Inflation, it is noted, “The median award for verdicts larger than USD 1 million rose from USD 8.2 million to USD 10.3 million for general liability awards between 2010 and 2019, and from USD 6.1 million to USD 7.9 million for vehicle negligence cases. Given the higher prevalence of nuclear verdicts, there is an even larger increase in average awards.”

The Cyber insurance market continues to deteriorate due to the Ransomware explosion prompted by Covid-19 and work at home as noted in the chart below, the cost per incident has increased substantially.

…we can still expect stringent underwriting guidelines, higher attachment points, and rate increases for certain lines of coverage to be the norm.

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Coveware reports the third quarter average ransom payment for all organiza-tions was $139,739 versus $136,576 last quarter and $12,762 in the first quarter of 2019. The first leveling of payments and it is the result of large targets being avoided due to the national political or law enforcement response. Mid-sized companies are now the prime targets, followed by small firms as the small to mid-size firms tend to underinvest in IT security.

Fortunately, the Coveware report shows that retail targets represent only 5% of the overall attacks. We do recommend exploring Cyber coverage. Carriers are increasingly focused on Multi-Factor Authentication and security protocols. If you currently purchase coverage, be prepared for rate increases and additional under-writing scrutiny. If you do not currently maintain Cyber coverage as part of your insurance program, we recommend that you at least obtain a quote and make an educated decision.

Insureds with losses or poor controls can expect to see higher than average increases and should be prepared for a difficult renewal process.

Due to the hardened state of the market, insurance carriers continue to see a high number of submissions. Covid-19, the Great Resignation exodus from the job market, and increased underwriting scrutiny have slowed the insurance renewal process significantly. We suggest you start the renewal process well in advance of your insurance effective date.

There are several steps you can take to position your company for the best renewal outcome available.

If you currently purchase coverage, be prepared for rate increases and additional under-writing scrutiny. If you do not currently maintain Cyber coverage as Renewal Steps: part of your  Work with an insurance broker that knows your industry. insurance  Have a clear understanding of your exposures and limit requirements program, we  Have a Loss Prevention/Risk Management program specific to your operations recommend  Start the process well in advance of your effective date. that you at least  Provide details on Covid-19 as respect to your operations. obtain a quote  Consider alternative program structures within your risk tolerance. and make Working with an insurance broker with a good understanding of your industry an educated and your individual business is critical. The importance of a thorough and accurate decision. submission to the market, including specialized knowledge, will help drive better than average outcomes.

We recommend a thorough review of your insurance program, including coverage, limits, and exposures. Understanding the coverage provided within your policy will allow you to better estimate your exposures and limit requirements. Many property policies contain inflation guard protections, usually 4% annually. This means your property limits are automatically increased at renewal. We suggest you review your limits for adequacy. In November 2021, the rate of inflation reached 6.8%.

56 Premier Flooring Retailer | TISE Edition 2022

Dependent on your customer base and the type of location you may occupy, there may be a need to provide additional liability limits. We suggest you review your contractual requirements, including any leases or contracts performing work for commercial customers.

As part of your program review, you and your broker should discuss your risk tolerance. Does your program accurately reflect your ability to bear risk? Would an alternative structure provide rate relief and still provide adequate protection based on your appetite for risk? Considering deductible programs, self-insurance, or alternative risk financing programs may provide pricing relief and allow for more control of your insurance program.

While we always recommend a Safety and Loss Prevention program, the ability to demonstrate having a program with industry-specific risk management controls in place may assist with pricing and even whether an insurer will consider providing insurance coverage at all.

Be prepared to identify any improvements in processes, procedures, measures taken to reduce losses, and policies to provide a safe environment for both your employees and customers. You may also be required to complete additional applications not previously required due to the Coronavirus “Covid-19” pandemic.

Finally, it is imperative that your insurance broker be aware of any changes in business operations that may impact your insurance program. ■

As part of your program review, you and your broker should discuss your risk tolerance. Does your program accurately reflect your ability to bear risk?

https://www.coveware.com/blog/2021/10/20/ransomware-attacks-continue-as-pressure-mounts https://www.howdengroup.com/news-and-insights/howdens-renewal-report-times-are-a-changin https://www.claimsjournal.com/app/uploads/2021/12/swissre.litigation.funding2021.pdf.pdf https://www.insurancejournal.com/blogs/corelogic/2022/01/05/648078.htm https://www.propertycasualty360.com/2022/01/03/pc-insurance-industry-predictions-for-2022/ https://www.fool.com/investing/2021/12/11/premiums-up-more-insurance-trends-for-2022/ https://www.spglobal.com/marketintelligence/en/news-insights/latest-news-headlines/significantdiscipline-at-jan-1-reinsurance-renewals-may-set-tone-for-22-68363868 https://www.usi.com/market-outlook-2022--pc/2022-commercial-pc-market-outlook/ https://www.wtwco.com/en-US/Insights/2021/11/insurance-marketplace-realities-2022-introduction-executive-summary https://www.jdsupra.com/legalnews/looking-ahead-to-2022-a-guide-to-2843821/

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ENGINEERED FLOORS

S

Engineered Floors PureColor Solution-dyed Fiber Revolutionizes the Manufacturing Process

imply put, PureColor solution-dyed fiber

wasteful steps are taken out of the process, lead-

the first carpet manufacturer to perfect the solu-

Due to the solution-dyed manufacturing process,

changed the floor covering industry. By being

tion-dyed process, we can make our carpets 100% under one roof. Our investment in state-of-the-art

equipment and technology has resulted in the lowest manufacturing-related claims in the industry. In

fact, PureColor solution-dyed carpets have all but

eliminated the number one claim in the industry-side match. By bringing raw materials in one end

of the building and shipping carpet out the other,

ing to industry-leading quality, service, and cost. our carpet also uses 87% less water when compared to traditional piece-dyed methods. Keeping our processes all under one roof also dramatically

reduces our carbon footprint as we are not shipping materials from plant to plant. Our continued

investment in our people and our facilities ensure

that we create the best carpet possible, in the best way possible. ■

Top left: Mojave Hillside; above: DelRey GuildedStreet; at right: Davos 4939

58 Premier Flooring Retailer | TISE Edition 2022

Bold.

Beautiful.

Design.

Find us at Surfaces booth #1709 Products: Davos Color 3925; Wood Lux Color 2003

•

engineeredfloors.com

Premier Flooring Retailer | TISE Edition 2022

59

60 Premier 56 PremierFlooring FlooringRetailer Retailer| TISE | D1 2022 Edition 2022

We are exclusively ®

This year, the Resilient Floor Covering Institute and its manufacturing members are taking their exclusive Beautifully Responsible® message to millions of consumers, everywhere. Resilient flooring is all about Mindful Manufacturing® and a commitment to sustainable sourcing, designing and manufacturing. It’s also about Living Well® providing a healthier indoor environment.

And resilient flooring is Made for Life® making it the ultimate in durability, performance and reduced waste. Check out BeautifullyResponsible.com only from RFCI member manufacturers.

It’s just the beautifully responsible thing to do!

®

Premier Flooring Premier Retailer Flooring| Retailer TISE Edition | D1 2022 61 57

FLOOR ED

Beautifully Responsible — Value at Resale Time

T

here must be thousands of articles on Google related to selecting the right flooring for the resale value of your home. Flooring, often called “The fifth wall,” logically makes a big impression, and it’s a big expense to boot. However, it seems everyone has an opinion. Unless you’re a real estate investor solely interested in flipping, the flooring you choose must not only be a wise investment for the future resale but a practical and pleasing home improvement for the “here and now.”

Watch any home improvement cable TV show or walk the flooring aisles of any home improvement store, and you’ll notice a growing preference for resilient flooring — and in particular, luxury vinyl. It’s both the beautiful and responsible way to improve your home, and designers, decorators, and homeowners are catching on in huge numbers.

Solid and engineered hardwood floors have traditionally held that coveted remodeling “top-spot,” but not so much anymore. The new school of thought is vinyl flooring, and there are numerous reasons for this phenomenon. Chances are, some of these apply to you.

1. Vinyl flooring costs less going in Compared to other luxury hard surface options, such as hardwood or ceramic, you can expect to pay less for materials and installation. For example, according to several sources, luxury vinyl plank prices may range from $2 to $7 per square foot, whereas hardwood may range from $8 to over $25 per square foot or more, depending on the wood species. Plus, you’ll reap the savings down the road with less care and maintenance with vinyl, such as no sanding and refinishing necessary.

2. Vinyl flooring is very durable Unlike some other luxury options, it doesn’t crack, chip, scratch easily, wear, or “ugly-out.” That means if you live in your remodel a while before your resale, you can do so without the fear of damaging the very floor you installed, intending to improve the resale value.

Unlike some other luxury options, vinyl doesn’t crack, chip, scratch easily, wear, or “ugly-out.”

3. Vinyl flooring is waterproof All homeowners can agree on one thing: water is enemy #1. No other floor can withstand wet accidents (and every home will have them) like vinyl. This is perhaps the best-understood and appreciated aspect of vinyl flooring by prospective buyers of all.

4. Vinyl flooring accomplishes whole-home floor continuity, easier Real estate experts agree that a patchwork of flooring styles throughout a home will negatively impact resale value regardless of the flooring quality. However, because of its

62 Premier Flooring Retailer | TISE Edition 2022

Flooring, often called “The fifth wall,” logically makes a big impression, and it’s a big expense to boot. affordability, versatility, and good looks, vinyl can be the ideal flooring solution flowing from room to room—particularly important for open concept room remodels with line-of-sight considerations.

5. Vinyl flooring for the Millennial buyer Millennial homebuyers now constitute the next wave of sales in the housing market. Next to homes equipped with technological amenities, they are looking for environmentally conscious and low-maintenance homes with open spaces that can be multifunctional for living and entertaining. Vinyl flooring appeals to all of those needs: ● Vinyl flooring is recyclable and promotes a healthy indoor environment ● Vinyl flooring sweeps up and damp mops with ease ● Vinyl flooring is the #1 multifunctional space solution

6. Vinyl flooring easily checks off the top remodeling jobs.

In-Home Advisor’s “Raise the Value of Your Home with These 7 Remodeling Tips”; vinyl flooring helps you accomplish five of the seven:

● Finish your basement: Most basements are entirely below grade and moisture-prone, especially from concrete subfloors. Properly installed, vinyl flooring can handle these conditions beautifully. ● Update or add bathrooms: Light, bright full, and halfbaths have become inspiring focal points of luxurious living. But the fixtures, lighting, and wall tiles are only part of the picture. Vinyl flooring adds beautifully surprising (and unexpected) wood looks where real wood would simply be impractical. ● Update Your Kitchen: For resale value, no other room means as much in design and appearance as the kitchen area. So let a new vinyl floor be the exquisite canvas for your makeover masterpiece.

The new owner will appreciate your smarts for installing such a practical, beautiful solution.

Many factors go into protecting and improving the resale value of your home, from landscaping to painting, to closet space. Of course, buyers will look at them all and many with the anticipation of making their changes, anyway. However, well-chosen and properly installed vinyl flooring can immeasurably increase the appeal and perception of a new buyer for your house as a smart, attractive place to call home. ■

● Increase Light and Space: New replacement vinyl flooring can be found in a variety of trend-setting lighter wood species looks and bleached woods that can make room makeovers look bigger, brighter, and more appealing. ● Create a home office: Working from home is now more popular than ever, and prospective buyers are looking for that space more and more. Vinyl flooring provides a sharp, practical business look that can handle punishment from rolling office chairs and avoiding static electricity buildup that can damage electronics.

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FLOOR ED

The Future is Now — Magnetic Flooring

M

agnetic flooring is making its way from the commercial to the real estate market into your home. Can you imagine a floor covering that can be easily changed for a remodel? How about putting this flooring in your child’s bedroom and then switching it out when they get older and have their style?

This is the perfect solution in high-traffic areas where you can simply and easily replace damaged floors. The cost to replace aging flooring in kitchens, living rooms, and bedrooms is substantial; with magnetic floors, you can update your home at a fraction of the cost.

Creative Magnetic Flooring (CMF) uses a magnetic underlayment system from Magnetic Building Solutions (MBS) and ferrite-backed LVP to create interchangeable magnetic luxury vinyl flooring. The installation process is easy with minimal downtime; an application like a herringbone pattern would take several days using traditional methods, but it only takes hours using the magnetic system and LVT.

● Installation is environmentally friendly —

NO VOC’s ● Installation time is reduced ● High quality, ethically sourced materials ● The system utilizes recycled materials ● Underlayment lasts a lifetime ● No adhesives required for this process ● Completely waterproof ● The magnetic subfloor acts as a sound barrier

Here is how it works:

The base layer is the magnetic layer. It comes in a roll and is rolled out over any smooth, clean, dry subfloor (concrete or wood). No adhesives are required. The top layer is the LVP containing ferrite powder. Again, no glue, tongue in groove, or locking system is needed.

64 Premier Flooring Retailer | TISE Edition 2022

When the top layer is placed on the base layer, they form a powerful magnetic bond. As a result, these floors are completely waterproof, and the magnetic subfloor acts as a sound barrier.

“Once the base layer is applied, the world of design blossoms before your very eyes. It is so easy to change, or add, or adjust!” — Michael Bennett, pioneer of magnetic flooring.

Other applications:

For the real estate industry, such as apartment buildings, rental property, assisted and senior living properties, this system alleviates the high cost of turnovers and renovations.

Commercial properties benefit from saving time and money. Minimal downtime for installation ensures business as usual with the ability to change out a worn floor in a lobby area or a hotel room as needed economically. In addition, the property can keep up aesthetically with current design and trends. ■

The base layer (A) is the magnetic layer.

It comes in a roll. It can be rolled out over any smooth, clean, dry subfloor (concrete or wood). The top layer (B) is any flooring product containing our patented composite.

When the top layer (B) is placed on the base layer (A), they form a magnetic bond.

The installation process is easy with minimal downtime; an application like a herringbone pattern would take several days using traditional methods, but it only takes hours using the magnetic system and LVT.

Below: Magnetic flooring residential installtions

MBS virtually eliminates the need for adhesive bonds; there is no need to seam the underlayment.

Easily installation is environmentally friendly = NO VOC’s

Virtually Waterproof

Innovative — Allows changing styles & colors in hours instead of days

Reduces “downtime” for commercial & real estate properties

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65

THE FUTURE IS NOW

The flooring industry has a crisis – and that’s a massive shortage of skilled installation labor! It’s estimated more than 5,000 installers leave or retire from the trade each year – and they aren’t being replaced by new talent.

Professional service and installation is fundamental to the business model of the independent flooring retailer.

Today, many flooring retailers are experiencing stalled growth due to the inability to find enough installers to meet current demand and unless this crisis is dealt with swiftly, it threatens the very existence of independent flooring stores.

The FCEF was established to address and mitigate the growing shortage of qualified flooring installers.

Our primary focus is to bring awareness to the career pathway of flooring installation, recruit new talent, scholarship and place new professionals in installation roles across North America.

But solving the shortage of floor covering installers will require a concerted effort from all levels of the floor covering industry. The FCEF is the conduit and the champion of that concerted effort, but we need everyone’s support; and that includes distributors, cushion suppliers, adhesive manufacturers and more.

Yet the most important work will need to be done locally by those who have the most to lose without professional installation – the independent flooring retailer. A partnership between FCEF and local flooring retailers where we leverage our national exposure and resources in conjunction with your local connections and involvement is the best chance we have to make any significant and lasting impact.

Recruitment Finding the right talent for flooring careers is imperative. We search for hard-working individuals who want to take pride in their work.

Placement We provide support to the flooring industry to match qualified workers with job opportunities and continue to help them grow their careers.

THE FCEF EXISTS TO bring awareness to the opportunities in floor covering and elevate the entire industry.

Scholarships Our scholarships reward those individuals looking to improve their lives and trade up to a more fulfilling career.

So, what are the next steps? If you’ll be at TISE, visit us in booth 1221 and let’s review the various ways we can help you make a difference in your community and for your business. If you won’t be attending, send us an email at info@fcef.org and request more information.

We look forward to working with you to make a difference!

66 Premier Flooring Retailer | TISE Edition 2022

JIM AARON Executive Director FCEF

KAYE WHITENER Director of Operations FCEF

MA ENS TODAY • CENTRAL AL ABA • S LU FLOORS & KITCH P T E P R A A OF SA N’ MORE • C OORING AMERIC FL • ABOUT FLOORS E N O T E P R A • CATHE HEAT’S C PETS UNLIMITED R FLOORING (DBA)W A C Y E B B A • G FLOORINTHE INDUSTRY ONE SUBSCRIPT IM S E D IE R U INAW • HALIFAX A L • RDON FF GOSTEPPING • GEOIS SIGN INTERIORS DEUP...

IC S S A L INE BUCHANAN C • C IN Y• ET INTERIORS Y & LEE COMPAN FF U D CREATION CARP • C IN T, E P CARPE IGNS IN CAR LESPIE’S ABBEY IL • CREATIVE DES G IO D U T S T E ICA CARP N PAINT A FLOORING AMER , INC • JOHNSTO G IN R E V O C R O O SEE FL MOUNT VERNON • C IN , O & FLOOR • ISEN C & S & . FRANK HIGGIN INC • JB JORDAN T R A FOUNDING SPONSORS M DECORATING • M T E P R A C & FLOO OOR & HOME ABBEY CARPET • CARPET ONE FL C IN , IL TA E R FLOOR DERSON SHAW FLOORS® ORING • FOGLIO’S ASSOCIATES • AN O FL & T E P R A C C. A. P. COVERIN MOHAWK OF PUYALLUP • ARDNER FLOOR G • S R O O FL A LY IEND VERINGS INC / C O C R O FLOORS® CENTER INC • FR ENGINEERED O FL ’S O R RS ES, INC • JAB NATURE INTERIO IG S HMS ENTERPRIS WORLD • C IN , S E FLOORCOVERING LI ONE F ET & SUPP ACOBI’S CARPET ONE JIM’S CARP J • C IN M U R T C NITUR ET SPE ASSOCIATION • BLUE HILL FUR SIGN LLC • CARP E IT N A R G & G IN OOR PETIME, INC • J R A C N & HOME AJAMI FL IO AT R TO & RES SPONSORS ORS & DESIGN OORINGCORPORATE • CAPE FEAR FL C • S P FLO FLOORS LLFlooring LE B O L CA N • C Welspun LL G RIN ER • BARRY NEA T N E C G The next program starts May 16th. FLOO IN R O O BBEY FL Mannington®MIKE INC • T N T CA TER SUMMER’S A BY Learn more and recommend a RICA CARPETING E M A RING, IN G IN R O O student for this program at FCEF.org/ FL INC AHF Products™ ABSOLUTE FLOO • C IN T E P R A C LUS get-involved/trade-schools/ RING • BERGMAN CLEANING • A PNational IEW FLOOAlliance Floorcovering V AY B • C S F D O ORAGE • BUTCH OUT FLOORING H B C A N A F O G IN R Floors & More The next step is to bring replicate this FLOO ST LLC • BIG BOB’S NARDO, INC • CA R E B • Y B program in schools ORS S T E P R Y • CATRAINING ITY PARTNERS CARPET GALLER ICES • CHERRY C across the nation.

V R E S G IN R E V O OR C M ST We’re looking for FCEF• CERTIFIED FLO ENTERS • CUSTO CCTEF T E P R A CFI, NWFA, C M TO S Champions who can ORS & DESIGN • CU OR COVERING I O FL • C LL S T S SPECIALI help us connect with EST INC • FLOOR DFC FLOORING • W • T R A M R O O FL these trade schools OR • FL NS • FLOOR DEC Z LLC • GALLERY R O O FL and get these programsTIO • D LT S SPIE OORTREND RIES INC • GILLE started. We’ve already HOME • FL T S U D IN R O O FL “The RAL most important PET C done the heavy lifting of & MORE • GENE OLSTaERY & CAR H P U M A H A R G aspect of being • G • HO creating a curriculum CARPET & FLOOR NICK DECORATIN Rflooring E M A H • O successful C T E and have documented P R CARPET ONE • HADINGER CAR E T N E C R O O FL S craftsman is always the resources needed.

• JOER RI COVERING INCcontinuing • MORGAN FLOO E N O T E P R A to C A MIGAL INTERIORS • better KNAPP • NEXT D If you’d like to help us connect to your ATEset N C LL S your skill T N A LT U NS OVEM TIONS & COand local trade school, please consider ILLS HOME IMPR Hout H T seeking R O N • I T T E N signing up to be a Trade School NICOLE MOknowledge.

ES FLOORING, I C R IE P • C You never IN T Champion in your area.

ET OUTLE AC PATS CARPstop ING & DESIGN R R O O learning.

The FL Y E B B A C DBA FLOORS INsecond IRD’S FLOORIN NAyou IN K you think M A S • Y K S N LUDE RIN • ROBERTknow SCRANTON FLOO everything, • C IN , S T E P R A EO C OKOBOJ SAN MATyou’re done.”

C • SNOOK’S OF IN , S R O O FL P R FLOORIN LLC • SHA OORS INC • THE FL S A X E T • S R JEN ZURN INTERIO G • VENETIAN B IN R O O FL H IS T Precision Surfaces • MART ARPE THE RUGCalhoun, INC • VOGEL’S C , GA LL A W & R O O GE FLINFLUENCER IN INTERIORS • Y • VILL AFCEF C • WES MART COVERI DECORATING LL ONTRACT FLOOR C • N E LL A K C R SANC INC • ZA HLER • JENNIFE IS T .

R Y R R A H R LL HOWE ATIONAL • HAVE N G IN R E V O C R OO Edition 2022 67 S INC • RUS Premier Flooring Retailer TISE FASHION| FL R STERPIECE FLOO A M , E K IL W L U A P HOUSE INC ET & TILE WARE

ARE YOU?

MAKING TRAINING MORE ACCESSIBLE… One of the contributing factors leading to the enormous lack of qualified flooring installers is the absence of any structured training program within the technical and community college systems. Other trades, with which we compete with for talent, have long been present in these vital communitybased education centers. We at the FCEF strongly believe that the duplication of a viable and sustainable technical college program across the country will be essential in making long term progress in mitigating the installation labor issue.

Our pilot program is operational now at Georgia Northwestern Technical College (GNTC). We partnered with GNTC in Dalton, GA to create a 10-week program introducing students to the four major categories of flooring and teaching them basic skills and techniques.

FLOORING PROVIDES A BRIGHT FUTURE FOR CRAFTSMEN (AND CRAFTSWOMEN)

THE BENEFITS TO TRADING UP AS A FLOORING CRAFTSMAN

The same path isn’t right for everyone. Four-year schools don’t make sense for all high-school graduates. There simply aren’t enough jobs requiring those skills and the expense of a four-year school just isn’t realistic for many high-school graduates.

High Earning Potential – Trained and

We are seeing a shift in schools and other organizations to promote trade careers and highlight the value of these careers in our society. Flooring provides a unique opportunity in the trades to provide a service this is both creative and functional. When individuals are looking for trade career opportunities, we need to ensure that flooring installation is considered along with the more well-known trades.

very restricted in process, flooring

Getting started in a flooring trade career is fairly simple and requires much less training to be job site ready than other career paths and even other trades. And, we know that with solid basic skills and continued on-the-job training, flooring craftsman can make a very substantial living.

shortage of installers, trainees can

Now, we need to make sure that fresh talent is aware of this opportunity – from high school graduates, to ex-military, and even those just not satisfied with their current work, we must get the opportunity in front of individuals looking for a new path.

In order for our industry to grow. we need to educate, train and support new recruits. If we can take the time to show recruits how to be successful from the very beginning, there will be more value in our industry. It’s we set the standard for our craft!

CRYSTAL SIMS Preferred Flooring Grand Rapids, MI FCEF INFLUENCER

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certified installers often make six-figure salaries.

Creativity – While many trades are allows for creativity and design.

Independence – Many installation craftsmen are able to start their own businesses and be their own boss.

Job Opportunities – With a current find work quickly wherever they choose to live.

“If you want to make a lot of money, you will make it.”

LEO CORDEIRO Hardwood Solutions Nashville, TN FCEF INFLUENCER

“I hope I can inspire other women to learn and grow in their company and take on a new challenge. “ MIREYA ZAMORA Pro Floor Sanders Woodstock, GA FCEF INFLUENCER

“When someone is speechless when they see their floor, it makes all the work worth it.”

BROOKS WILLIAMS Brooks Flooring Professionals Cincinnati, OH FCEF Influencer

“The flooring industry changed my life. And now, I’m helping my family change theirs.“ “I enjoy the rewards of providing my artistry to others, knowing they will enjoy my work for years to come.”

MARQUIS WRIGHT Mr. Wright Flooring Jacksonville, FL FCEF INFLUENCER

KEN BALLIN Skyro Floors Westcreek, NJ FCEF INFLUENCER

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EVERYONE NEEDS TO STEP UP…

“All facets of our industry will benefit from the training of our next generation of installers.”

DEB DEGRAAF Owner, DeGraaf Interiors FCEF BOARD MEMBER

We have all talked about the shortage of installers for quite some time, but now it’s time to take action. For the first time, our industry has come together to create and support the FCEF. With representation from all areas of

“The installation crisis is real. We’re trying to get in front of it before it becomes a much bigger issue. Please support FCEF.”

the flooring covering industry – manufacturing, distribution, retail, and supplies – the FCEF board of directors informs and guides our decisions and initiatives.

“It’s your chance to be part of the solution. Don’t let a shortage of installers put us out of business. It’s time to Step Up.”

Like our board, we need a diverse group of people from all aspects of our industry to step up to support a long overdue solution to some of the industry’s most significant chal-

DON ROBERTS Independent Retailer Chairman of the Board, FCEF

lenges. The road ahead is not easy or short, but together, we can ensure that all aspects of our industry will have a bright future.

“Trouble finding installers?

You’re not alone. We have an obligation in order to keep our industry viable to bring young people into our industry.”

PIET DOSSCHE Industry Representative FCEF BOARD MEMBER

“When you’re backlogged 2-3 months, customers just won’t wait. We’ve got to fix the supply chain and that starts with our installation craftsmen.”

SCOTT HUMPHREY CEO, WFCA FCEF BOARD MEMBER

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GEOFF GORDON Executive Director, FUSE Alliance FCEF BOARD MEMBER

“The FCEF helps ensure the industry can grow and thrive for many years to come.

HOY LANNING Industry Representative FCEF BOARD MEMBER

Engagement and activity at the local level are critical components to solving the installer shortage.

If you’re ready to stop worrying about the installer shortage and start doing something about it, FCEF is here to help. Here’s how:

BECOME A

LOCAL FCEF CHAMPION

We need you to help us spread the message and coordinate programs in your area. You benefit directly from bringing training and awareness to your community.

Local Activation: Your donation and support will bring a professional training to your local market.

FCEF provides guidance and all the recruitment tools for you to successfully find and train new recruits. You can also team up with other businesses in your region to be champions together.

Technical Schools: We’ve created a curriculum and framework for launching a program at a technical school. Now we need you to open doors in your community.

Community Awareness: Flooring trades are not widely thought of, even by those looking for a trade career.

Help us change that by talking to groups in your area – students, teachers, parents and local leaders.

DONATE Financial support helps us continue to grow programs that recruit, scholarship and train tomorrow’s flooring craftsmen. Your donation helps fund scholarships, awareness campaigns, and general operations.

SHARE Help us share our message and make more people aware of the opportunities as a flooring craftsman. Follow us on social media, sign up for emails, and learn more so you can spread awareness in your community.

FIND OUT MORE AT FCEF.org

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Join the Women of the Flooring Business, as we discuss how we’ve created a collaborative group of emerging female leaders who are having an impact on successful businesses of their own and the future of the flooring industry.

Panelists: Lisbeth Calandrino and Associates / Michelle Winters, New Braunfels Flooring and Design / Rachel Berlin, Precision Floors and Decor / Deb Vincent, Buzzwords.Marketing.

Tues / Wed - 9:00 am - 10:00 am

Fireside Chats: Reset.Reconnect. Renew.

Join us daily for intimate discussions on the future of the industry.

Reset / Scott Humphrey, CEO of the WFCA Tues - 10:30 am - 11:00 am Reconnect / Danny Crutchfield, VP Shaw Flooring Network Wed - 10:30 am - 11:00 am Renew / Scott Humphrey, CEO of the WFCA Thur - 10:30 am - 11:00 am

Shaw Flooring Network Power Hour

This is a private event for the SFN members to network and hear key insights for members.

Tuesday - 2:00 pm - 3:00 pm Speaker: Scott Sandlin, Executive Vice President Residential & SFN Member Topic: SFN and St. Jude Partnership Wednesday - 2:00 pm - 3:00 pm Speaker: Danny Crutchfield, V.P. Shaw Flooring Network & Carrie Edwards Isaac, Vice President of Strategic Accounts Residential Sales and Marketing Topic: Key Insights for Members from Shaw’s Ongoing Consumer Research/New Exclusive for the Network

www.wfca.org

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VISIT US IN BOOTH #2061

se t . re

re

We’re experiencing a world where the ground we stand on has shifted and the future is uncertain. Effective leaders must lean into the power of flexibility, creativity, and empathy to thrive in the next normal.

.

Women in Leadership: The Power to Inspire Change

2022

enew

2022 is the year we renew our commitments to our staff, our business, and our industry. It’s time to hit reset, reinvent, and seize opportunities. Find your strengths. Come by the booth and see the many ways we can help you reset, reconnect, and renew for 2022.

t.r

Reset. Reconnect. Renew. In 2022.

nnec o c

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HEALTHIER CHOICE

Healthier Choice

Eco-friendly, Sustainable, Healthy, Durable Luxury Flooring with Style

H

ealthier Choice has been creating premi-

um-quality flooring products for residen-

tial and commercial applications that are safe for

humans and the environment for over 25 years.

Our line of waterproof luxury flooring, ChoiceVinyl, is GREENGUARD Certified, made with the most

durable cores: rigid core, Wood-Plastic Composite (WPC) and Stone-Polymer Composite (SPC), at an affordable price, with remarkable styles.

All ChoiceVinyl Series feature: ● Waterproof — Easy Maintenance ● Pet Friendly — Scratch Resistant ● Authentic Wood Visual

● Quick & Easy Installation

● High-Density Dent Resistant Core ● Commercial Grade Wear Layer ● Painted Micro-Beveled Edge

● Premium Attached Underlayment

To find a dealer near you, log on to www.choiceflooring.com Country Road Series

Country Road is a waterproof, rigid core

flooring

featuring

ultra-wide

9-inch planks with painted bevels for

an authentic wood floor appearance.

These beautiful hardwood visuals fill the room with rustic charm. The Coun-

try Road Collection is manufactured to the highest standards and features a UniClic™ locking system and a commercial-grade wear-layer for lasting

durability and scratch resistance. Per-

fect for the busy family with children and pets.

Healthier Choice has been creating premium-quality flooring products for residential and commercial applications that are safe for humans and the environment for over 25 years.

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Santa Monica Series

Santa Monica is a collection of coastal wood visuals

available in eight beautiful styles. It is 100% waterproof, and made with an SPC core for added durability. It features a 12 mil wear layer and a UNICLIC

Locking System for ease-of-installation. It has an IXPE

attached underlayment for added acoustical benefits.

Designed with 7-inch plank widths, a matte finish, and

a painted bevel to complement current design trends.

Vineyard Series

Vineyard is a waterproof, rigid core flooring featuring 7-inch planks with painted bevels for an authen-

tic wood floor appearance. The beautiful hardwood visuals fill the room with warmth and character. The

Vineyard Collection is manufactured to the highest standards and features a UniClic™ locking system and

a commercial-grade wear-layer for lasting durability

and scratch resistance. Perfect for the busy family with children and pets.

Stone Reflections Series

Stone Reflections is a waterproof, rigid core flooring in

a 12-inch by 24-inch tile format with painted bevels for an authentic natural stone appearance. These beauti-

ful stone visuals fill the room with elegance. The Stone Reflections Collection is manufactured to the highest standards and features a UniClic™ locking system and

a commercial-grade wear-layer for lasting durability

and scratch resistance. Perfect for the busy family with children and pets. Saves time and money compared to traditional grouted tile installations. ■

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CALI

CALI brings California vibe to TISE 2022

“C

Article and news release credit to TISE Tv from The Interna-tional Surface Event (TISE): SURFACES | StonExpo/Marmomac | TileExpo. The TISE TV Network, an extension of the TISE event, streams all unique TV video programming on Facebook and online

at www.TISEtv.com , offering the industry year-round product introductions, live demonstrations, industry news and updates, and virtual and hybrid floor covering, stone and tile shopping and product sourcing event experiences at www.

TISElive.com.

ALI is a small, little company trying to make a big difference in the flooring industry,” says CALI president, Doug Jackson.

That could be the understatement of the year.

The San Diego-based supplier will bring its highly-curated indoor and outdoor surfaces portfolio to The International Surface Event (TISE) February 1-3, 2022.

Industry buyers and sourcing professionals can register for a free exhibits pass to visit CALI in-person in Las Vegas or a free virtual pass to the hybrid TISE Live Virtual Event | Vegas Edition 2022 by registering here. The event marks the first SURFACES appearance at The International Surface Event (TISE) in CALI history, but the company has been intensifying on the industry’s radar for well over a decade.

Founded by two surfer buddies in 2004, CALI broke ground as a manufacturer of high-performing building products made of bamboo – namely fencing, flooring, plywood, and decking. It wasn’t long before the company grew to become the nation’s top importer of the woody grass, and they branched into other materials.

Today, CALI offers a diverse range of hard surface designs including hardwood, luxury vinyl, eucalyptus, engineered, cork, and of course, bamboo. You’ll find CALI branded flooring displays and products stocked in independent specialty retailers, as well as big box stores like Lowe’s and Home Depot.

Wherever CALI is sold, shoppers will find the same products, styles, and quality.

The company’s omni-channel approach allows the consumer to purchase wherever she’s most comfortable, while protecting the brand and retailer margins through controlled distribution. Jackson says avoiding the tendency practiced by other flooring companies to adopt private labeling is “a line in the sand for us.”

Above: Vinyl Legends Golden Hour Oak; right: Vinyl Longboards Sandbar Oak

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“If you can’t sell CALI under the CALI name, it doesn’t make any sense. They (dealers and consumers) love that California lifestyle. When a consumer goes into a flooring store without CALI, they often see a lot of sameness. We just do it a little differently, and we want to have fun.”Jackson says fun is what you should expect when cruising by the CALI booth at TISE. That, and a whole host of home renovation collections: ● Longboards, the crowd-favorite within the popular

CALI vinyl line, offers longer, wider planks in styles that are easy to maintain and design with. ● Legends, the brand-new vinyl collection features lightweight planks that are a full half-inch thick for a highly authentic wood imitation. ● Meritage delivers a premium engineered hardwood with extra-thick veneers of European white oak. ● CALI will also debut a new line of indoor and outdoor rugs to complement its flooring and composite decking collections.

With such a diverse selection showcased in unique, eye-catching dealer displays, CALI aims to create a destination lifestyle vibe that appeals to coast dwellers and snowbirds alike. Products are designed to be versatile enough to deliver easy home upgrades, regardless of where renovations fall on the map.

No small amount of thought went into the CALI team’s preparation for Vegas.

“It was just time, and it feels good,” says Jackson.

“We’ll be on the floor, and we’re committed to being a part of this show, but we’re not looking for a lot of new customers; we’re looking for the right customers.”

Today, CALI offers a diverse range of hard surface designs including hardwood, luxury vinyl, eucalyptus, engineered, cork, and of course, bamboo.

CALI Quick Facts: ● CALI has been a company on the move, setting the

pace of innovation and growth while winning recognition as a business, employer, and corporate citizen. ● Founded in 2004 by college friends, Jeff Goldberg and Tanner Haigwood ● Launched with a single product -- rolled bamboo fencing ● Committed to eco-friendly business and manufacturing practices ● 13 consecutive years on the Inc. 5000 Fastest-Growing Private Companies list ● San Diego Business Journal Top 100 Fastest Growing Company for 10 years ● Union Tribune Best Places to Work 5 consecutive years ● Acquired in 2020 by the publicly traded, global flooring company, Victoria PLC Visit the CALI booth — #3223 at SURFACES | TISE. Reach out to your CALI rep to make an appointment or contact Jason Scott at jason@calibamboo.com / (858)799-0585. Again, industry buyers and sourcing professionals can register for a free exhibits pass to visit CALI in-person in Las Vegas or a free virtual pass to the hybrid TISE Live Virtual Event | Vegas Edition 2022 by registering here. Learn more and see all the CALI product collections at https://www.calibamboo.com. ■

Vinyl Legends Diamondhead

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