Why do epoxies have to be a hassle? NON-SAG: Formulated to hold comb. EBM-Lite
They don’t.
Other epoxy mortar NON-SLIP: Lightweight formula holds tile in place.
NON-SLUMP: Supports large format tile for flat installation.
CUSTOM ANSWERS WITH NEW, BREAKTHROUGH TECHNOLOGY • Exceptional bond and compressive strengths • Highly chemical resistant
Epoxy Bonding Mortar
• High impact resistance • Water washable
www.custombuildingproducts.com 800-272-8786
Contents November/December 2010
Features Wrapping Up Cersaie
12
Sustainable solutions, technology, and retro fashion all converge in current design.
One-on-One: Talking with Bob Peterson
16
Tile is one of the most flexible and creative ways to create a customer’s unique environment.
Tile Trends: Stone Tile
Page 6
19
Natural, earthy and inherently green, stone is here to stay.
Showroom Seminar: Showrooms That Sell
21
Putting your best foot forward to make your showroom a true selling space.
Details Make a Difference
24
Design extras distinguish ho-hum installations from the rest. Which group do you want to be in?
Departments Leadership Letter_ ______________________________________ 2 From the Editor’s Desk_ _________________________________ 4
Page 12
Calendar of Events_ _____________________________________ 4 Innovations_ ___________________________________________ 6 Industry Insights________________________________________ 8 Installer Update________________________________________ 10 Classified Ads__________________________________________ 11 Tile Boutique__________________________________________ 26 Advertisers’ Index______________________________________ 27 www.tiledealer.org | 1
Page 23
Cover images, left to right top row: Absolute by Novabell, Murano by Fondovalle, Jardin Grigio by Sichenia; left to right bottom row: LaFabria, Travertine by Capri, Murano by Fondovalle. All courtesy Tiles of Italy.
Leadership Letter
TileDealer Executive Director Rick Church rickc@cmservnet.com
Tom Carr
2 | TileDealer
November/December 2010
I
hope this letter finds you healthy, happy and – for many of you – on your way to Total Solutions Plus! in Naples, Florida, which is being held November 4 through 7. This event will combine the synergy of tile distributors (CTDA), tile contractors (NTCA) and tile manufacturers (TCNA) in order to provide a networking and educational experience beyond what we have experienced in the past. And what better time to do it than now, when we all need to examine our business plans and make sure that our strategies are aligned with the current economic conditions. Are you prepared for the rapidly changing technologies? Can you compete with business on the Internet? Do you have sustainable products that address the “green” demands? Does your business have a culture where employees want to get up and come to work and give it their all? And how are you going to accomplish these things with less revenue? These issues and more will be addressed by Total Solutions Plus speakers and educational forums and committees provided by the sponsoring associations. During these challenging economic times, more than ever, it is important to fine tune your attitude, business skills and knowledge. It is also important to share your struggles and successes with your peers. It is invaluable to be able to find a forum where we can get together and learn from each other and encourage each other and to be able to see our friends
and tell stories and laugh (and maybe cry). Where else can we have such a networking opportunity, with people in the same industry that have had the same challenges? To be able to make new friends and then be able to brainstorm with them about the same issues that are affecting us all is one of the benefits of membership in these organizations. So if you are not reading this as you are preparing to attend the conference, or maybe while you are at the conference, I urge you to get involved in the industry now. Join your organization. Participate. Contribute your ideas. And most importantly, keep an open mind for new ideas, because the key to survival is the ability to recognize the changes in your environment and to change accordingly. Those that welcome change, and in fact look for opportunities with change, will be the ones that will not just survive, but eventually are the ones that thrive.
Closing thoughts My term as CTDA president ends with the calendar year, so this is my last leadership letter. Serving CTDA has been a terrific experience. My sincere thanks to a supportive board and staff. Despite the demands of the recession, or maybe even because of it, I have made some new friends and been challenged by the old ones. The economy has forced all of us to stretch in new directions, think out of the box, and certainly work harder. The networking and educational resources provided by CTDA have been invaluable. On January 1st, Ryan Calkins of Statements Inc., Distinctive Tile and Stone, takes over as CTDA president. I know he’ll do a terrific job and let’s all give him our support!
Tom Carr CTDA President
Publisher Lee Crumbaugh
leec@cmservnet.com
Editor Janet Arden
janeta@cmservnet.com
Advertising coordinator Mark Williamson markw@cmservnet.com
Design, Production & Distribution Documation LLC www.documation.com
Editorial Office TileDealer C/O Ceramic Tile Distributors Association 800 Roosevelt Road Bldg. C, Suite 312 Glen Ellyn, IL 60137 Phone (630) 545-9415 Fax (630) 790-3095 Email: editor@tiledealer.org www.tiledealer.org
Advertising Sales Representatives Niche Sales & Marketing
4881 Topanga Canyon Blvd., #201 Woodland Hills, California 91364 Phone (818) 704-5555 Fax (818) 704-6500
Susan Sommer
ssommer250@earthlink.net
Karen Glasser
kglasser250@earthlink.net TileDealer magazine is a bimonthly publication of the Ceramic Tile Distributors Association (CTDA). The purpose of TileDealer is to provide knowledge of materials, trends, and techniques and therefore increase the effectiveness of ceramic tile and stone salespeople. CTDA members receive TileDealer as part of their member benefits package. U.S. non-member subscription rates are $24 per year (six issues); $30 per year Canada and Mexico; and $48 per year for all other countries. Foreign orders must be prepaid in U.S. funds drawn on a U.S. bank or by credit card. Notify CTDA of address changes at least thirty (30) days before issue date. Statements of fact and opinion published in TileDealer are the sole responsibility of the authors and do not imply an opinion of the officers, members or staff of CTDA. CTDA and TileDealer reserve the right to reject or edit any article, etc. received for publication. Acceptance of advertising by TileDealer does not constitute endorsement of the advertiser, its products or services, nor does CTDA make any claims or guarantees to the validity of advertisers’ offers. CTDA reserves the right to reject any advertisement it deems unsuitable for TileDealer.
TileDealer magazine © 2010 CTDA
More Value for Your Customer. More Profit for You.
LATICRETE® SpectraLOCK® PRO Grout*
1.800.243.4788 logo are Registered Trademarks of LATICRETE International, Inc. A-3011-0910 ©2010 LATICRETE International, Inc. LATICRETE, LATAPOXY, SPECTRALOCK and the Apple, the Apple logo, iPhone, iPod touch, and iTunes are trademarks of Apple Inc., registered in the U.S. and other countries. iPad is a trademark of Apple Inc. App Store is a service mark of Apple Inc. *United States Patent No.: 6,881,768 (and other Patents).
www.tiledealer.org | 3
You’ll make more money on every job when you up-sell your customers from traditional cement grout to LATICRETE® SpectraLOCK® PRO Grout*. LATICRETE SpectraLOCK PRO Grout offers the key features your customers desire – vibrant and consistent color, stain resistance, and easy maintenance. And, it never needs sealing. LATICRETE SpectraLOCK PRO Grout increases your profits, reduces your call-backs, and installs quickly and easily. Both you and your customers benefit when you specify LATICRETE SpectraLOCK PRO Grout! Grout coverage calculator now available for iPhone®, iPad™, or iPod Touch®. Get the free LATICRETE App today at www.laticrete.com/iphone.
From the Editor’s Desk Delivering for the customer
A
s I looked through the Innovations and other products featured in this issue I was struck by the versatility of tile. Crossville’s new Wood Impressions line joins a growing list of wood-look ceramic and porcelain tiles that leverage the design technology to mimic the look of wood floors without the maintenance. These products are perfect for Janet Arden residential and commercial installations that otherwise would not touch wood and its maintenance issues. Then there is Eliane’s new Ecocement line that also maximizes the latest print technology to achieve subtle cement shadings in a long-lasting, durable and easy-care porcelain surface. Don’t forget the slate-look-alikes in porcelain tile such as Legend from Florida Tile. The list could go on and on. The bottom line is that tile can adopt so many looks so well, because it is really a remarkably versatile material. It’s thousands of years old and yet it reinvents itself regularly, with textures, colors, finishes and effects that continue to push design boundaries. It’s low-maintenance, long-wearing, ecofriendly, and remarkably stylish. What other material offers designers, architects and even homeowners such versatility? It’s time to tell your customers about this wonder product.
4 | TileDealer
November/December 2010
Start with your showroom For the last dozen issues, TileDealer has been running Showroom Seminar, a short, single-topic feature on some aspect of making your showroom more inviting, current, helpful, profitable—in other words, helping you do what it takes to attract and generate more business. This issue talks about showroom selling points—from visuals and presentations to customer service. Take a step back, a deep breath, and then cast an unbiased eye on all of it. Are you communicating just how terrific the latest tile introductions are, or is your showroom stuck in a pre-recession rut? If you were a customer, what would it take to get you in the door? Making a purchase? If I sound a little ruthless, it’s only because most customers are ruthless shoppers as well. After all, most of them have waited some time to spend any money. Now, they want to make sure they get the best for their buck. This doesn’t just mean price—this means quality, options, customer service.
And one more thing… Finally, remember when “green” was code for money? Now, most of us think of it in terms of sustainability. But the truth is, green as in sustainability is also closely linked to green as in money. The green marketplace is growing and continues of offer some of the best sales opportunities for the tile industry. If you aren’t tapping into this, you’re missing an important opportunity to meet customer needs and make a profit. Did you know that by 2013 U.S. demand for green building products will reach $80 billion? That’s an average annual increase of 7.2 percent from today’s green products market of $57 billion. Would a share of this help your bottom line? This is a lot to think about. But if we don’t deliver there in the showroom, how can we possibly expect to deliver at the customer’s home or business?
Calendar of Events November 1-6
2010 Total Solutions Plus Naples Grande Beach Resort Naples, Florida
November 3
Certified Ceramic Tile Salesperson (CCTS) Test at Total Solutions + Contact the CTDA office, (630) 545-9415, for registration information.
November 12
CTDA Webinar: Company Performance Report with Al Bates Contact the CTDA office, (630) 545-9415, for registration information.
January 25-27, 2011
Surfaces Mandalay Bay Convention Center Las Vegas, Nevada
March 14-17, 2011
Coverings 2011 Sands Expo and Convention Center Las Vegas, Nevada
MAPEI helps world-class venues go for LEED certification MAPEI has more than 3 decades of experience in supplying products for Olympic buildings and sports facilities around the world. And now, its reputation for providing outstanding flooring solutions has earned it the privilege of contributing premium LEED-compliant products and systems for surface preparation, concrete repair and tile/flooring installations that helped construct 6 major venues for the Vancouver Olympics.
Vancouver Convention Centre
Richmond Olympic Oval
Olympic/Paralympic Centre
www.tiledealer.org | 5
GM Place Arena
Innovations Turmali from Tau Turmali is the last word in interior design, a top-ofthe-range porcelain tile product inspired by tourmaline stone. The main feature is its iridescent effect, ever fresh, constantly changing and absolutely amazing. Turmali is part of the TAU Metallica collection and has been produced by a highly complex technological process during the manufacturing stage, undoubtedly resulting from TAU’s wide experience as a brand operating in the field of ceramics. In this particular case, Turmali is the crowning achievement of a project which won the prestigious Alfa de Oro at the most recent Cevisama show and which is now among us, achieving a unique result of a kind never seen before. Turmali is available in three colours (blue, copper and pyrite) and has been designed in the 60x60 format, because these dimensions display the sparkles and changes in tonality produced by its iridescent effect in all their splendour, thus creating a very cutting-edge exclusive atmosphere with a top-of-the-range aesthetic concept. www.tauceramica.com
6 | TileDealer
November/December 2010
Wood Impressions
Crossville® puts its own twist on the traditional appeal of wood with the introduction of Wood Impressions, which combines the look of wood with the superior durability of Porcelain Stone® tile. Capitalizing on the continued demand for wood looks in both commercial and residential markets, as well as the popularity of plank shapes, Crossville is offering four plank shapes, including a 36" plank, which is produced on the company’s new tile press. Wood Impressions is available in
six wood-inspired hues: Willow, Birch, Barnwood Gray, Gunstock, Brazilian Cherry and Black Walnut; plus, a variety of sizes – 6"x36", 6"x18", 3"x18" and 6"x12" planks, 6"x6" field tiles, 3"x3" mosaics and a 3"x18" bullnose – add to the line’s design versatility. “This durable alternative to wood flooring is virtually maintenance free and it has the added benefit of being both manufactured and stocked in Crossville, TN,” states Laurie Lyza, Crossville’s director of marketing. www.crossvilleinc.com
Ecocement Floor and Wall Tiles The next generation in recycled tile material, Eliane’s Ecocement collection, has been constructed with 20 percent pre-consumer recycled content for LEED designs with tile in commercial or residential building projects. Ecocement is characterized by its satiny touch and its subtle use of silk screening in the production process, resulting in a life-like, natural look and finish. The product is available in two sizes, 18" x 36" (44 x 88 cm) and 18" x 18" (44 x 44 cm), for both floors and walls in an elegant selection of color styles. “We’re excited about this new introduction,” said Marcio Muller, Eliane’s Vice President/Export Director. “Ecocement is a special product that is made in a very “green” manufacturing process. Eliane spent a great deal of time researching and developing Ecocement prior to bringing the collection to market. We believe this is a tile collection that is ideal with a great look and range of color that adds even more value to its sustainable characteristics.” Offered in three colors which will complement virtually any interior design program, Ecocement debuted in Bologna, Italy, during Cersaie 2010. www.elianeusa.com
THE TILE DOCTOR LAUNCHES SHIELD The Tile Doctor announced the availability of its Shield product line to the tile and stone industry. Shield is a non-toxic antimicrobial, which means it controls the growth of microorganisms
without the use of chemical toxins. It is suitable for application on most hard surfaces and can differentiate and enhance service offerings for healthcare and hospitality environments, corporate settings, schools and homes. In the early 2000s tile industry veteran Curt Rapp, founder and CEO of The Tile Doctor and its informational website, www.TheTileDoctor.com, envisioned the need for a non-toxic, non-leaching antimicrobial technology for tile and stone. After several years of searching Rapp discovered an organofunctional silane that had been safely used in the textile industry for more than 30 years. To develop a formulation specific to hard surfaces, Rapp sought the expertise of Silver Cornia, one of the world’s foremost research and development experts in the tile industry. After years of rigorous testing, the technology was perfected for tile and stone. The resulting product is considered a true measure of green and sustainability. “Pollutants such as bacteria and mold combined with harsh chemicals from common cleaners create toxic environments inside homes, hospitals and places of business,” said Rapp. “It was extremely important for us to formulate a safe and sustainable solution that rids our environments from unhealthy microbes.” Available as a 3-part system that can be applied to hard surfaces by professionals and homeowners, Shield contains proprietary organosilane technology. Shield’s active ingredients are common organic materials, carbon, nitrogen and silica or sand. It is the only antimicrobial technology that
modifies the surface and remains durable to provide long-term effectiveness against bacteria, fungi and algae and their byproducts such as odors, deterioration and harmful health effects. Shield aides in the elimination of such microorganisms and reduces the need for common harmful cleaners such as bleach-based products. The benefits of Shield can also be achieved specifically for grout, via Grout Admix. Utilizing Shield technology, Grout Admix, provides one easy step to supercharge cement grout. The product seals and protects grout and prevents the need for post-curing sealing. www.TheTileDoctor.com
Repair Cracks or Chips on Glazed Ceramic Tile and Saltillo Tile?
No Problem!
Toll Free (888) 439-7282
From
Kits
E-Z Products
(Division of R. A. Brooks, Inc.) 32449 N. 66th Street Cave Creek, AZ 85331
To see all the possibilities, visit www.e-zpatch.com
www.tiledealer.org | 7
Industry Insights LATICRETE Commitment to Superior Technical Services LATICRETE has announced a trio of promotions in technical services that keeps a proven, experienced team of professionals intact for the company. In a company-wide memo Art Mintie, LATICRETE director of technical services, stressed the “critical” role the department plays in the long-term success of Dean Cunningham
the company, often on the “front lines” with customers that need fast, accurate technical support or LATICRETE materials specifications in the field. Mintie introduced new positions for Dean Cunningham (supervisor) and Rick Carino (senior coordinator) at world headquarters in Bethany, as well as Patrick Allen’s move to a senior technical
Rick Carino
services position in Indianapolis. Cunningham’s promotion to LATICRETE
8 | TileDealer
November/December 2010
Patrick Allen
MAPEI has appointed Mr. Real Bourdage to Strategic Marketing Director for MAPEI Americas. His executive management presence will promote attainment of MAPEI’s marketing and sales goals. “We have known Real for many years, and we highly value his market knowledge and his leadership skills,” said Luigi Di Geso, President and CEO of MAPEI Americas. Bourdage comes to MAPEI with more than 30 years of experience in the flooring industry. He has held senior management positions with H.B. Fuller in Canada and TEC Specialty Products (a division of H.B. Fuller), Aqua Mix, Inc. and Custom Building Products in the United States. Bourdage’s proven expertise in finance, business development, operations and marketing will help MAPEI continue to deliver innovative new products to the industry. www.mapei.com
Noble Announces New Midwest Representative Noble Company is pleased to announce the addition of a
Technical Services Supervisor – Ventures
new Division 9 Manufacturer’s Representative, Midwest Pro
& Projects, will expand his role in the
Marketing. Midwest Pro Marketing offers 34 years of solid
support of specific projects and new
performance as a Manufacturer Rep Firm specializing in the
product ventures for LATICRETE.
sale of professional-based products sold to the trade through
Carino has been promoted to LATI-
building supply and pro flooring distributors. The sales force
CRETE Senior Technical Services Rep-
is comprised of ten Outside Sales Reps and two Inside
resentative/Radiant Heat Coordinator,
Customer Service Reps. Midwest Pro Marketing will cover for
where he’ll remain as the primary con-
Northern Illinois, Minnesota, North & South Dakota and
tact in support of online software
Wisconsin Noble.
and technical issues in the field for
www.noblecompany.com
LATICRETE floor warming. Allen has been promoted to Senior Technical Services Representative at the Indianapolis facility for his continued level of excellence in customer service and his performance in technical support projects. Dean Cunningham
MAPEI Leadership in Product Marketing
www.laticrete.com.
scrap crushing reduces waste, increases recycled content Florida Tile has developed and brought on-line a new scrap tile crushing facility which allows more post-production fired tile than ever to be crushed for reintroduction into the body of tile made at its Lawrenceburg facility. “This achieves two things simultaneously,” said Sean Cilona, Marketing Director for Florida Tile. “First, our proprietary design and subsequent implementation will have a dramatic impact on the waste stream. Now, virtually all scrap tile can be diverted from landfills for use in our production facilities. Second, the nature
of our process allows for all of our tile lines to contain recycled content. This is important to our industry and to designers, architects and builders, all of whom have an interest in a broader spectrum of tile with recycled content,” Cilona said. Fired tile, especially porcelain, is one of the hardest materials on earth. For years tile manufacturers have struggled with ways to deal with fired tile scrap. Crushing this material to reintroduce it into the production mix requires large capital investment and know-how. Cilona noted that manufacturers for years have been able to crush scrap tile, but the crushed content was usually limited in use, generally to create only one recycled tile style or line. Florida Tile implemented a process using advanced machinery to create an ideal aggregate to introduce a greater percentage of reworked material into ALL tile lines. “Right now, the formula for porcelain tile made at our Kentucky plant is 10% recycled content. Other Florida Tile products contain even higher amounts, and the company is committed to increasing those percentages. Initiatives like this are all part of the growing Florida Tile
Starting October 1, 2010, the EPA’s Renovation, Repair and Painting Rule (RRP) addressing the presence and removal of lead-based paint in target housing and childoccupied facilities is fully enforced. The regulation requires the use of a Certified Renovator (CR) and the incorporation of lead safe work practices in most pre-1978 residences and child-occupied properties. The federal standard defines lead-based paint as any paint or surface coatings that contain lead equal to or in excess of 1.0 milligram per square centimeter or more than 0.5 percent by weight. Lead-based paint was banned in 1978.
CARES (Creating A Responsible Environmental Strategy) program. Cilona said, “Programs like LEED and the NAHB (National Association of Home Builders) Green Building Standard both reward the use of materials with recycled content. Also, as mainstream consumers continue to gain knowledge and become aware of building trends, they are now actively looking for products with a reduced environmental impact.” www.floridatile.com.
POWER ON
DANCIK DANCIK SOFTWARE SOLUTIONS
SOFTWARE SOLUTIONS DANCIKINTERNATIONAL ®
Visit us online at www.dancik.com
As of October 1, the EPA may suspend, revoke, or modify a firm’s certification if the firm is found to be in non-compliance. Noncompliant contractors may be liable for civil penalties of up to $37,500 for each violation. Contractors who knowingly or willfully violate this regulation may face fines up to an additional $37,500 per violation, or imprisonment, or both. For additional information on the EPA’s Renovation, Repair and Painting Rule, lead poisoning, lead abatement, and certification training, go to http://epa.gov/lead or call 1-800-424-LEAD (5323).
www.tiledealer.org | 9
Visualization Tools Selection Sheet Management 24-hour Order Access Order Entry Customer Service Point of Sale Retail Sales Inventory Selection Optimization Invoicing Credits Purchasing Receiving Warehouse Delivery Claims Management B2B Pricing Promotions Fund Management Accounts Payable Accounts Receivable General Ledger Sale Analysis Visualization Tools Selection Sheet Management 24-hour Order Access Order Entry Customer Service Point of Sale Retail Sales Inventory Selection Optimization Invoicing Credits Purchasing Receiving Warehouse Delivery Claims Management B2B Pricing Promotions Fund Management Accounts Payable Accounts Receivable General Ledger Sales Analysis Visualization Tools Selection Sheet Management 24-hour Order Access Order Entry Customer Service Point of Sale Retail Sales Inventory Selection Optimization Invoicing Credits Purchasing Receiving Warehouse Delivery Claims Management B2B Pricing Promotions Fund Management Accounts Payable Accounts Receivable General Ledger Sales Analysis Visualization Tools Selection Sheet Management 24-hour Order Access Order Entry Customer Service Point of Sale Retail Sales Inventory Selection Optimization Invoicing Credits Purchasing Receiving Warehouse Delivery Claims Management B2B Pricing Promotions Fund Management Accounts Payable Accounts Receivable General Ledger Sales Analysis Visualization Tools Selection Sheet Management 24-hour Order AccessOrder Entry Customer Service Point of Sale Retail Sales Inventory Selection Optimization Invoicing Credits Purchasing Receiving Warehouse Delivery Claims Management B2B Pricing Promotions Fund Management Accounts Payable Accounts Receivable General Ledger Sales Analysis Visualization Tools Selection forSheet your complete business management needs. Management 24-hour Order Access
The health risks of lead can be severe and irreversible. Only a small amount of lead need be present to be considered hazardous. Eighty-six percent of all homes built before 1940 contain lead-based paint, and sixty-six percent of homes constructed between 1940 and 1959 contain lead-based paint. The presence of this paint becomes an issue when renovation activities disturb it causing dust and debris that can be swallowed or inhaled. Industry estimates that 24 million U.S. homes have significant lead-based paint hazards, and 38 million have some amount of lead-based paint.
Installer Update Frequently Asked Questions on Self-Leveling Products By Mike Micalizzi, MAPEI Technical Services Manager How should self-levelers be applied?
10 | TileDealer
November/December 2010
How are self-levelers used? Self-leveling concrete toppings and underlayments have become an industry within themselves. These products require specific, accurate knowledge of how they must be applied and where they can be used. Self-leveling products have been around for years, and they are excellent for use in both commercial and residential applications. Because of the many different types of these products, extreme caution must be taken to choose the correct product for each specific application and its intended use. Many of these products have a fast curing time and are used only as underlayments; there are also slower-setting levelers intended as underlayments. Some of these products can be used as underlayments or wear surfaces that must be treated with a sealer or a coating.
Self-leveling products are sensitive to the substrate types and profiles over which they can be applied, as well as to ambient temperature, humidity, mixing speed, and the amount and type of fluid used to mix them. These products are generally self-flowing, yet they can be pushed into place with gauge rakes. They are designed to flow into each other as newly mixed material is poured into flowing material placed on the substrate, creating a smooth continuous surface. A gauge rake is used to assist in placing the material at a desired depth, and then a smoother is passed over the surface to improve the final surface appearance. Care must be used to perform these steps prior to the surface of the leveler stiffening or forming a skin, which would affect the smoothness of the poured material. Surface preparation and profile along with the use of a manufacturer-recommended bonding agent play the most important initial step of each application. Bonding agents come in many types, some specifically for clean profiled and cured concrete only and other types of bonding agents for nonconcrete type substrates. Each manufacturer makes “specific� recommendations as to the proper bonding agent for each product, along with the correct surface preparation required.
What distinguishes one self-leveler from another? These products range in price widely due to their setting time, compressive strength, and the aggregate and additives they contain. Usually the faster-setting levelers are higher in price because of their performance characteristics, allowing the job to move at a faster pace. The range of thickness to which they can be poured will also vary from product to product; some can go from a featheredge thin application all the way to 2" (5 cm). Others are designed for thicker applications yet limited to how thin they can be applied.
A well-coordinated mixing and pouring effort is required for the mixes to pour properly and flow in a self leveling manner. Specific drill speeds and mixer paddle types are recommended by each manufacturer. These products must be stored at moderate room temperature for 24 hours before mixing; heat will set them off quickly and hamper their flow and workability. Substrate temperature must be checked in accordance to the manufacturer’s recommendations. It is always essential to check the subfloor for any cracks, contaminants, bond breakers and moisture content. Many of these situations can be treated with products that are compatible with the primer and will be used before pouring the selfleveler. This all contributes to the proper surface preparation that is required for any of these applications. Always follow the manufacturer’s complete instructions and call the manufacturer if you have any questions before you begin.
Recommended Installation Tips: • • • • • • • • • • • •
• • •
• •
• • •
• •
the manufacturer of the radiant-heating material.
Classifieds Wanted: Sales Overachievers Seeking Independent Sales Reps to cover Florida, N. Calif, N. Nevada & New England. Wedi Corporation, manufacturer of innovative tile-backer products/ wet area solutions/waterproof shower systems, needs energetic & connected reps with established selling relationships in commercial & residential markets. Resumes & inquiries to bastian.lohmann@wedicorp.com
DISTRIBUTION FACILITY FOR RENT Large commercial distribution facility with over 54,000 square feet for rent in Sarasota, FL. Ideal for tile and/or marble distributor. Conveniently located with loading facilities, product showroom, offices and a large warehouse. Please contact Avi for more information, 561-818-5269, avi@innovativetile.com.
STORE FOR RENT Rent my store 7000 sq. ft. Beautiful Tampa, Florida. Owner retiring soon. 35 year old ceramic & flooring store. Inventory, equipment, etc. available. $3000/ month. Contact 813-872-2749 for details.
www.tiledealer.org | 11
•
Check the batch numbers for consistency and age of the material. Verify that the material is not out-of-date. Choose the manufacturer’s recommended primer for your job. Check the substrate for moisture, cracks and contaminants. Repair/condition cracks per industry standards. Make sure that the substrate has the correct profile. Control the temperature of the work area and materials to be poured. Use clean, cool potable water or recommended admixture. Measure the amount of fluid for consistency of each mix. Ensure that tools and mixing containers are clean. Read and thoroughly understand all instructions before you start. Pour into your former pour material on the substrate, allowing for a continuous wet edge along the leading edge of the pour. Plan your pours and areas where you will have to stop due to time constraints or other job-site reasons. Allow all poured areas to dry according to the instructions without being disturbed. If a moisture-reduction barrier was used underneath the primer and leveler, take moisture readings again once it is cured to make sure that the barrier was not compromised. Understand the manufacturer’s specifications regarding moisture vapor emissions, which must conform to the requirements for all the flooring goods used in the entire system. Make sure that any coating to be used has been approved by the self-leveling manufacturer. Ensure that substrate and room temperatures are
•
within the guidelines of the manufacturer and can be maintained as directed by the manufacturer. Honor all control and expansion joints in the existing substrate, providing for these joints according to all industry standards. Provide for expansion joints at the perimeter of the pour and around columns. Know that most self levelers are for interior use only. Be aware of all necessary manufacturer’s and industry installation requirements for specific substrates, which require specific primers and installation procedures. Understand the deflection requirements for your entire flooring system, including live and dead loads. Follow the recommended installation procedure from
C
ersaie, the international exhibition of ceramic tile and bathroom furnishings, held September 28 – October 2 in Bologna, Italy, is the platform for the
industry. It previews the hottest, most innovative ceramic and porcelain collections before they hit the marketplace. On the style front, interesting cut-outs, lace, oversized flowers, skinny stripes and midcentury modern made their way to the tile runway.
Organic influences were everywhere from wood looks to stone.
Not surprisingly, green products continued
to deliver innovation.
By Jeffrey Steele
Start with style What’s old is new again, and thanks to popular shows like Mad Men, the ’60s are making a big comeback. In the tile world, this means masculine stripes, delicate fabrics and muted metallics. •
• • •
•
•
Paolo Zani’s “Murmansk” collection for Ascot features textured surfaces recalling vintage ostrich and crocodile accessories of the 1950s and ’60s on hightech, double-pressed ceramic tile. Lea’s “Lines” collection by designer Patrick Norguet features crisp, clean stripes of varying heights. La Fabbrica’s slim “Cathay 4 Fine” series is a ceramic alternative to ornamental latticework. Maison Sichenia’s “Jardin” series is dusted with delicate forms of barely-there flowers and interlaced brushstrokes that reveal a contemporary romanticism. Fondovalle’s “Metalgloss” and “Murano” each add a subtle and sophisticated metallic sheen to the glazed porcelain surface. Speaking of glazes, Cersarda’s “Cotti Glamour” blends traditional terracotta with a liquid metal mix to form a vibrant and luminous collection that is available in eleven different colors.
Sustainable solutions
Capri I Travertine, top, and Fondovalle Murano, bottom, both courtesy Tiles of Italy.
www.tiledealer.org | 13
This aspect of ceramic tile continues to generate attention. First, consider tile’s inherently green attributes like its durability, lifespan and resistance to extreme weather conditions, fire, water and moisture. Then think about it in terms of indoor air quality, maintenance and hygiene. It scores quite high as a clean, durable, hypoallergenic and low-maintenance covering solution. This is one of the many reasons why its usage is moving far beyond the kitchen and the bath to spaces like living rooms and bedrooms. Many Italian manufacturers are using a closed-loop process that recycles 100 percent of raw material and water wastes back into the production cycle. From 100% recyclable packaging to tiles made with recycled content, the Italian tile industry is making a commitment to the environment. Novabell’s “Tuscania,” Verde1999’s “TT120,” Marca Corona’s “Marmo Ecologico” and Emilceramica’s “Blocks” are just a few of the introductions containing pre-consumer recycled. In terms of grout and adhesives, Mapei is a proud innovator of environmentally responsible solutions and manufactures more than 130 LEED-compliant products. Sant’Agostino’s “Green Power” collection has been certified by the Bureau Veritas as the first ceramic product obtained by totally compensating the quantity of carbon dioxide released
November/December 2010 14 | TileDealer
La Fabria, top, Lea Lines, bottom, both courtesy Tiles of Italy. in the atmosphere during the whole .5mm fiberglass backing, and production cycle. Thanks to a com“Kerlite Twin,” a two-layer slab plex action program called with high resistance. Ecoquality, the company can obtain More technology a very high efficiency level in energy manufacturing cycles and selfDigital printing technology produce it in a clean way through a is taking a more sophisticated recently installed photovoltaic unit. approach to tile this season. More and more manufacturers Introductions mirroring natural are adding slim formats to their stone and luxurious marble will offerings. The industry sees this rock the 2010 tile world. sustainable solution as an important Cisa and Casamood each proarea for growth in the flooring and duce a collection inspired and wall-covering sector. The ceramic named for the layered rock better tile’s slim size means less environknown as “Slate.” Gallura by mental impact due to the reduction Alfalux is based on the surface of in energy consumption, raw materiTrachyte, a volcanic rock that has als and transport costs. In fact, the become very popular in modern Italian tile industry is chairing the interior design. In keeping with committee on thin tiles to develop the style trend, Floor Gres’s an international standard for these “Pietra Piasentina” is inspired by slim products and their installation. ancient Roman limestone used Laminam pioneered this throughout Italy during the impressive technology. Part of the Renaissance. Coem’s “Scabas” recreates the look of travertine. System Group, it was the first to create the largest and thinnest Replicating marble, Rex’s “I Bianchi,” opens a new chapter in ceramic surface ever: 3m2 and just 3mm thick. “Filo,’ the comthe company’s line of products dedicated to natural materials. It pany’s latest advancement, combines material innovation with seamlessly combines with their “Le Essenze” wood collection. a 3-D textured metallic surface. Cotto D’Este has developed Phorma’s “I Legni,” Emilceramica’s “GoldenWood,” Cedir’s Kerlite’s offerings to include: “Kerlite 3mm,” a series ideal for “Bambú” Sichenia’s “Doghe” and Serenissima’s “Timber” are a walls; “Kerlite Plus,” the 3mm tile enhanced for floors with a few more standouts in the popular wood-look category.
bitat for ylvania Hayear after ns a r T gh throu . A for a house best friend of our “I applied the suggestion of my moving into the home and safe. on e m r Humanity ildren and I we was dry and war eowner that, my ch othing fancy, but it bitat Hom a H — N dreams.
Through Tile Partners for Humanity, the tile industry’s charitable organization, you can make a difference in someone’s life. You can help low-income families build simple and durable homes, or other nonprofit organizations such as the Appalachian Youth Center in their construction projects. Your donations help TPFH to achieve their mission to strengthen communities and improve lives.
1773 TPFH_Hands Ads.indd 2
www.tiledealer.org | 15
There are so many ways you can contribute. All of us can take time to promote Tile Partners for Humanity within our industry. Manufacturers and distributors can donate excess or obsolete tile and tile-setting materials as well as gift-in-kind donations (such as this ad, which was generously created by MAPEI). Even installers can make a contribution: By volunteering time and labor, you can make sure the installations are sound. You can also make financial donations to TPFH on your next eBay sale by selecting TPFH as your nonprofit organization, or by becoming a financial sponsor of TPFH. For more information, please visit our website at www.tpfh.com or contact Lynn.Labuda@tpfh.com or (770) 416-0200.
12/1/09 11:42:35 AM
One - on - One...
with Bob Peterson
“Tile is one of the most flexible and creative ways to create a customer’s unique environment.” TileDealer goes One-on-One with former NAHB Remodeler of the Year Bob Peterson By Jeffrey Steele
16 | TileDealer
November/December 2010
W
hen Bob D. Peterson and his wife Rita launched Associates in Building & Design (ABD) Ltd., in 1990, they couldn’t have imagined Bob would go on to capture local, Colorado state and National Remodeler of the Year awards. But win them he did, in 1997 and 2002, 2004 and 2007 respectively. Then, for good measure, Bob went out and nabbed Colorado State Builder of the Year in 2008. To have had so many awards bestowed upon him in an industry packed with quality-oriented professionals, Bob has to be special. That’s why we went all out to land the Ft. Collins, Col.-based Peterson for a One-on-One interview focusing upon the remodeling business. Education has long been a priority for Bob, who holds a master’s degree in education and is certified to teach eight different NAHB certification courses. He was part of the original CAPS [Certified Aging in Place Specialist] designation process, and was one of the nation’s first CAPS designees, as a professional trained to adapt homes so that mature homeowners can live in their homes for a longer period. Bob also sits on the current NAHB Visions for the Future Task Force. Attending classes and mastering coursework has been part of Bob’s career since day one. And his more than 35 years of building and remodeling experience places him among the best-versed experts in every aspect of today’s challenging building and remodeling business. In the interview that follows, Bob identifies the areas of the remodeling business that are growing, discusses tile’s evolving role in remodels, and speaks about the ways tile lends creativity and innovation to remodeling projects.
TileDealer: With homeowners not buying and selling, is home remodeling growing? Peterson: Remodeling is growing. With the new construction market being very slow and cost of building new high due to permits and fees, remodeling is growing. It is easier to remodel small areas of your home and get the “new home” feel, and without such a large commitment financially. Remodeling is not less expensive, just easier to do scaled projects for quicker gratification. Unfortunately, the number of people performing remodeling work is growing as well. New home builders, former new construction trades people, laid off workers who “have a knack” for it and even more do it yourselfers are entering and have entered the market. This is very concerning to those of us who have made a long term career out of professional remodeling, and work hard through education and industry affiliation of the NAHB Remodelers. Also, continuing regulations, such as the EPA’s new lead paint rule, are not being taken seriously by those new to the industry, who are doing remodeling as a temporary means of making money until new construction comes back.
TileDealer: What interior remodeling projects are growing in popularity? Peterson: Our primary work this year has come from kitchens and bathrooms. We have done four or five major multi-room projects, and a couple whole house projects. But we’ve probably done 20 to 25 kitchens and bathrooms. I think this is a way for people to make major changes in their living spaces by bringing those rooms to today’s standards, and without moving or building a new home. TileDealer: What about the dollar figures of remodeling projects? Are they rising, falling or flat? Do you have any figures on the dollar value of U.S. remodeling projects overall, or broken down by baths and kitchens? Peterson: Our company’s projects have decreased in dollar amount. During the previous 10 years, we had averaged about $65,000 for each remodel project. But over the past two years, and particularly in 2010, the average dipped to about $38,000, meaning we need more projects to meet revenue requirements. I do believe this is fairly consistent with national trends. The National Association of Homebuilders Remodelers Council does a quarterly “Remodeling Market Index” study with 400plus remodelers consistently responding. The index indicates smaller projects overall. But true value will probably not be available until early in 2011. TileDealer: How does tile figure in these projects?
Peterson: We have used some tile on outdoor spaces, entry porches and some patio areas. However, our climate is not conducive to that in general, due to a large number of freeze/ thaw cycles each winter. When we have done it, we use special products to adhere and grout to prevent intrusion of any water that may freeze. We tend to use a colored and stamped patterned concrete instead. We have looked at using the tile inserts for decks, but have not pulled the trigger yet, due to pricing concerns. TileDealer: Please tell us about your recent remodeling projects involving tile: What did you use and why? What advantages did the tile offer? Peterson: We use a variety of tiles and types. We like the porcelain tiles due to the strength and more natural look they offer. Colorado is a “natural” state, and the designs tend to be that Rocky Mountain “natural look.” We also use graded slates quite a bit for the same reasons. Glass tiles seem to be a very popular trend right now. We’re using them for accents primarily due to cost, but have done some full glass backsplashes and quite a bit of use in showers. Using porcelains and natural stones gives us the opportunity to design to the area’s trends as mentioned before, and in addition also gives us the chance to use very durable products as well. Installation techniques and products such as adhesives and grouts must be carefully paid attention to. Many of the products, both tile and installation products, carry strong “Green” tendencies as we are a Green certified company with NAHB’s ANSI Certified Green Program. TileDealer: How does tile allow you to be creative or innovative in your projects? Peterson: Wow, such a great question. Our company has three very qualified ASID affiliated interior designers, and tile allows them through creative designs to give every client we work for something that is truly theirs. Many clients ask what our style is and our answer is our style is your style. What do you prefer? We work with them to create their own
www.tiledealer.org | 17
Peterson: As a company, we use tile in probably 90 percent of our projects. In kitchens we do backsplashes and flooring, but not many countertops of tile. In bathrooms, tile is used in floors, backsplashes, showers, baths and floors, many with radiant heat below the floors. As for the entry and laundry room floors, many entries feature either tile inserts or borders of different tile or wood accents. We used to use tile on fireplace faces. But the trend over the past few years is not holding, and now we are using products such as manufactured stone products. We have not done a tile countertop for several years.
TileDealer: Are you seeing tile being introduced in places it formerly wasn’t used? Maybe in outdoor living areas like decks?
unique and individual spaces—and tile with its many, many varieties, styles and colors allows us to do just that. Tile is one of the most flexible and creative ways to create a customer’s unique environment. Tile is easy maintenance if installed properly, and will last a long, long time without being too trendy. Our designers also work hard to NOT provide “trendy” looks that will fall out of style in too short a time. TileDealer: What types of tile—or countries of origin of tile—do you think will increase in popularity in the coming years? Peterson: I think we’re going to continue to see new products developed that aren’t natural, but are green in the sense of being made of recycled materials. And glass is a perfect example. We’re using some recycled glass countertop material, and if we’re using it for slab countertops, it won’t be long before they begin cutting it up and marketing it as 12-by-12 tile. TileDealer: What can a tile dealer or distributor do to build quality business relationships with a remodeling professional?
18 | TileDealer
November/December 2010
Peterson: In one word, the answer is “service.” Remodelers are all about service on both ends, taking care of our clients and being well serviced by our suppliers. If a remodeler has a showroom, he expects the tile distributor to show his face regularly in the showroom, to make sure the remodeler is current with today’s tile. But many remodelers don’t have showrooms, so they refer their customers to the tile dealer’s showroom. And they expect the dealer to service that client as effectively as the remodeler would. TileDealer: Given your earlier observations about the amateurs invading the remodeling business, are you hopeful or pessimistic about the professionalism of the field going forward? Peterson: I’m very optimistic. I think the amateurism will fade away. And when the economy straightens out, and we see ourselves in more of an economic recovery mode, we’ll see people begin to re-evaluate and seek value as opposed to looking only for the lowest price.
SOURCE: Bob D. Peterson, founder with wife Rita Associates in Building & Design (ABD) Ltd., Ft. Collins, Col. 970-225-2323
Tile Trends Stone Tile
A
ccording to the Natural and Manufactured Stone Product Industry Report 2010 published by Catalina Research and Ceramic Tile And Stone Consultants (CTaSC) U.S. stone product manufacturer sales (shipments plus imports) are expected to increase 1.5% to $6.1 billion during 2010. This comes after sharp declines the previous two years when weaker demand resulted in declining average stone product prices. At the time of the report’s release, industry sales continued to be adversely affected by the poor economy, particularly in construction. However, countertops have become increasingly important to stone product fabricators and processors as well as to importers and installers. U.S. stone product sales gains are expected to strengthen over the next five years as the builder and non-residential construction markets rebound from depressed levels. TileDealer recently talked with Donato Pompo, CTC, CMR, CSI, CDT, MBA, Ceramic Tile And Stone Consultants, Inc. ,about some of the latest trends and issues in stone.
TileDealer: You showed us a new stone veneer on porcelain. Where is this made? Is the intention to capitalize on stone interest for a better price? Pompo: I have only seen it from China. I think the intent is to get more utility out of stone and to put it on a more stable porcelain base. Too soon to tell what the pro and cons are. The material I recently worked with looked good and seemed well constructed. TileDealer: In terms of installation, is it harder or easier to find a competent stone installer now?
TileDealer: Which stones do you think are most popular now?
TileDealer: Is there anything else you think we should be adding regarding stone trends?
Pompo: Granite is still the top product consumed in USA by far. Then Limestone, marble, and travertine. Granite is still the predominate natural stone sold. Manmade Engineered Stone (resin with quartz) countertops compete with granite, but is not close in volume.
Pompo: Still a problem with importers not testing the stone products they bring in to make sure the physical properties of the stone meet the respective ASTM standards, so it can be determined the stone will be suitable for its intended use. The consumers have to rely on their distributors and the importers to substantiate that the stone products they purchase do meet the minimum physical properties for the respective stone’s geological classification.
TileDealer: Why do you think stone is growing (per the market report)? Is the consumer smarter & more stylish or is it just more accessible and/or affordable?
TileDealer: What about stone tile flooring? Pompo: Limestone, travertine, and marble are high residentially, but granite is used more commercially.
www.tiledealer.org | 19
Pompo: [Stone is] More affordable, natural, and prestigious.
Pompo: Normally ceramic tile installers install stone tile. Stone Fabricators produce and install stone countertops. Finding skilled labor is always a problem. Stone is more difficult and expensive to install. Although some stones like flagstone, slate and sandstone are naturally irregular and doesn’t have to be installed as precisely. Tile Council of North America has collaborated with the Marble Institute of America to produce installation guidelines for stone tiles, which will be released for the 2011 addition.
Adding Stone to Your Bottom Line Selling stone is not the same as selling tile. The University of Ceramic Tile and Stone
customer. The more information a customer
(UofCTS) is launching its newest online course,
has, the more he or she is likely to make an
Understanding the Basics of Natural Stone. It
intelligent decision, thereby avoiding false
offers a comprehensive look at the stone
expectations and potential problems.
industry from ancient uses and geology to
Ultimately, training your sales force leads to
quarrying, fabrication, installation and advice on
more sales and more profit for the company.
how to win over customers. Understanding the Basics of Natural Stone
gave the course positive reviews. John C.
and design professionals in mind as well as
Grubb of Charles Luck Stone Center said,
business owners. The course is conveniently
“What I just witnessed is my last 24 years of
available online which makes it very cost
education presented in a 2 to 3 hour long
effective for companies to train staff members
course!!!! …. we realize the value of being the
and customers. There are no travel expenses or
‘total expert’ in the field. It really does work
lost productivity and it is accessible wherever
and gives you the edge over your competition
there is an internet connection. Students can
if you can lead clients to a great decision.”
The UofCTS has taken care to cover the
To see a video preview of the Understanding the Basics of Natural Stone
subjects that anyone working with stone
course visit the www.CTaSC.com website
should know. The course’s Table of Contents
found on the online training courses page.
include: Introduction and History of Natural
November/December 2010
Understanding the Basics of Natural Stone
has been created with salespeople, installers
logon 24/7 and can set their own pace.
20 | TileDealer
Industry leaders who previewed
Tuition is $115 per person and once
Stone, Stone Geology and Formation, Stone
registered, students have 14 days to complete
Quarry Mining, Stone Processing and
the course which is accessible online, 24/7.
Fabrication, Stone Countertops, Stone
Students can print a diploma, worthy of
Installations, Vertical Applications: Exterior
framing, when they have passed all lesson
Veneers and Interior Walls, Stone Selection and
assessments. The UofCTS is providing the
Design, Stone Care and Maintenance, Giving
Ceramic Tile Distributors Association (CTDA)
the Customer a Choice.
with a customized version of the course, CTDA
One of the main themes throughout the
Online: Understanding the Basics of Natural
stone course is that knowledge equals sales.
Stone. CTDA offers a special price for its
For example, the more a salesperson knows
members. Visit www.CTDAhome.org for
about the product, the easier it will be to
details. The UofCTS also offers volume
communicate the benefits or drawbacks to the
discounts.
Showroom Seminar Showrooms that Sell Creativity can spark tile and accessory sales By Kathleen Furore Building Successful Showrooms
Photo courtesy of Statements Tile + Stone.
D
Savvy tile dealers are heeding that advice. Vasquez Enterprises Tile Distribution in Tempe, Ariz., for example, “is striving to make our showroom comfortable and functional, as challenging as that goal might be,” company president Barbara Vasquez says. “Attractively displaying product within the confines of a
www.tiledealer.org | 21
ecreased cash flow. Fewer employees. Tighter spaces. And heightened expectations for great value from customers. Those are just some of the hurdles tile dealers face in today’s challenging business climate. Taking a creative, at times even risky leap to clear those roadblocks is one way to create an enticing showroom that turns browsers into buyers, industry experts say. “Many of the dealers today are hesitant to invest into new marketing tools, primarily displays. Their cash flow has gotten tighter with the slowdown in the economy and they are very concerned about the investments that they make,” says Jim Vogel, president of Hanover, Pa.-based Conestoga Tile, which has showrooms in Harrisburg, Pa., Linthicum, Md., and Dulles, Va. “However, with some of the new technology—digital inkjet glazing, for example—and a trend for products like metals, glass and stone mosaics, they need to strongly consider upgrading their showrooms to attract customers.”
Visuals matter. That message, which speaker Jim Dion delivered in his “Creating a Sell Room, Not a Showroom” presentation at the Ceramic Tile Distributors Association (CTDA) 2008 Management Conference, is more important than ever, as tile dealers strive to achieve a competitive advantage in today’s ultra-competitive marketplace. According to Dion, that advantage comes courtesy of “traffic stopping stores” that “help create compelling and distinctive experiences for the customer.” Store layout and presentation, he stressed, are key. They help dealers sell more to existing customers, encourage repeat business, attract new customers, increase margins, and keep customers in the store for longer periods of time. “The longer they stay, the more they buy,” Dion noted. Creating an exciting showroom environment isn’t easy, but it can be done in a variety of ways. Making the most of light, color, texture and sound; using product as a visual tool; and building an interactive retail environment that includes displays that encourage customers to touch the products they might ultimately buy are a few suggestions Dion shared.
Photo courtesy of Design Materials. General Manager Harold Yarborough reports the company, which operates nine locations in Florida, continually updates its floor and vignette display areas with the latest design ideas. “This process makes it easier for the customer to decide,” Yarborough says. And in a bid to capture additional add-on sales, D&B now offers products including cabinets, granite, frameless glass doors and plumbing supplies from noncompeting “allied companies” in its showroom. “These companies add their fixtures to accent our tile areas,” Yarborough explains. That helps the consumer when they are shopping for [products] for their [entire] home.”
22 | TileDealer
November/December 2010
Photo courtesy Vasquez Tile. showroom is always a challenge. And it is now more than ever as dealers may have given up a percentage of their square footage to save in rent or on leases,” Vasquez explains. “We are trying to display each product in a variety of different applications. A mosaic may be paired with a tile, grouted into a display board, installed on a floor vignette and displayed alongside a vessel sink. Within those myriad manifestations, one may fit within the vision the customer has been formulating. We also opened our showroom to our customers who have downsized or closed their locations. This allows them a place to work with potential customers in selecting tile for their homes.” The story is similar at D&B Tile Distributors, headquartered in Sunrise, Fla.
Tips from the pros So just what does it take to get on the path to more profitable showrooms? What are common mistakes dealers make, and how can they avoid them? Vasquez says evaluating the way you do business—not only on the showroom floor—is an important first step. “We are trying to look at how we do every thing, small or large. It is not that everything has to change, but that there has to be a willingness to change what can and should be improved,” she stresses. “For example, we revamped a decrepit website, which added fuel to our business, and re-worked original logo artwork into a much more appealing retro logo. I think that many times a mix of the tried and true, along with new and innovative, gives the customer a comfortable feeling of dealing with someone they trust, while at the same time inspiring a bit of hope and excitement for new projects and opportunities.”
Taking an unbiased view of your selling space is another must, Vogel says. “The biggest mistake [tile dealers] can make is not having a theme in their showroom,” he explains. “They take on any displays that they can get at no charge, or have left outdated displays in their showrooms. The showrooms become junky looking.” Photo courtesy Vasquez Tile. The most competitive businesses, Vogel says, are building attractive showroom displays that encourage consumers to peruse their products, and are supporting good sales programs with advertising that drives customers into their showrooms. “Successful tile dealers have added product lines that get people excited about ceramic tile,” he says. “Even though basic stone looks in beige tones sell the best, they are adding color to their product lines to spice it up.” Finally, don’t forget to promote best-sellers and overstocked items to maximize showroom sales, all the while striving for the gold standard in customer service, Yarborough advises. “The customer seems to expect a higher level of service now more than ever,” he says. “We recognize that if we do not
perform we are giving the opportunity to our competition to make the sale.” From what these experts are seeing, now is a good time to spruce up showrooms and gain a competitive advantage— because customers are starting to shop again, albeit cautiously. “We are seeing more traffic coming through the showroom doors, along with the re-emergence of customers that may not have stopped in for a couple of years,” Vasquez reports. “While there are still valleys—very deep valleys—there are definitely some peaks.” Vogel concurs. “Although slow, the consumer is gaining confidence and is out there looking to do some remodeling of their home. They have held back for a couple of years in doing their home projects but want to do something. They are looking for bargains to do these projects.”
For a look at creative ways to enhance your showroom, and to see Dion’s full “Creating a Sell Room not a Showroom” presentation, visit the CTDA Showroom Idea Center at www.ctdahome.org/ showroom/index.shtml.
www.tiledealer.org | 23
Photos courtey Kelly Morisseau, Main Street Kitchens.
Details that Make a Difference:
Borders, Accents and Listellos By Zoe Voigt
B
orders, accents and listellos turn a simple tile design into a more finished space. Despite the fact that some designers are getting requests for a more minimalist aesthetic that tends toward a monochromatic, single plane; in many residences, these details can make a difference. While the design sensibility may change, the need for non-field tile remains.
24 | TileDealer
November/December 2010
A Simple Finish Sarah Lloyd, AKBD, is an interior designer specializing in kitchens and baths, based in Los Altos, California. She explains her most frequently used trim and liners. “Most often I think it’s probably quarter round, to give a neat edge at a windowsill or to finish off the exposed end of a backsplash— not very exciting, but very necessary! “In my ideal world, all tile areas on the wall of a kitchen would have a cabinet, a shelf, a molding, or door or window trim to tie into, so I’d never need specialized tile to create those edges—but reality is clearly different.” Kelly Morisseau, CMKBD, CID, of Main Street Kitchens in Walnut Creek, California, often specifies molding, listellos, decos and liner pieces in her work. When she designs kitchen and vanity backsplashes, tub surrounds, and fireplaces, she uses any number of types of tile, depending on the job. “Raised, handmade, glass, metal, resins, stone, ceramics, and
crackle glass—you name it. I don’t really have one I specify all the time.” “In a traditional setting, I have frequently used pencil liners above and below a deco strip to give more emphasis. I occasionally use more elaborate trim pieces to create a shelf, or combination of cornice shapes and liners to make a ‘picture frame’ behind a range,” says Morisseau. In kitchen backsplash designs, she says, “I often like to have some sort of linear detail in the splash, three or so inches above the counter, about half a field tile up, generally. I feel this anchors the splash visually. Sometimes it will be a contrast of shape or texture, such as a pencil liner, or a cornice type shape. Other times it might be more a contrast of color or materials—a strip of mosaic, for instance.” These choices can be used to create a more harmonious design. “This is the place to bring together the contrasting materials and colors from the kitchen, to repeat and emphasize colors and materials, such as the metal from the pulls, the cabinet color, or the most intense flecks from your stone counters,” explains Lloyd.
The Modern Debate Opinions are mixed on whether borders, accents and listellos are only for use in traditional and transitional settings. Can
they be used in conjunction with a more contemporary aesthetic? Not by kitchen, bath and residential designer Paul Anater, who is also a writer and blogger. He doesn’t use many trim tiles. He says, “My use of tile is on floors and on backsplashes, and I rarely get into listellos and decorative trim pieces. I’m the monolithic, modernist guy, and mostly what I want to see are large fields of texture.” Still, not all designers feel the same way. Some say that liners and borders work in most designs, and depending on the situation, even in a modern home. These pieces can be used to add dimension and value to a room. Lloyd says, “I think they can work almost anywhere, except for the most minimal designs—you just have to choose the right style of accent.” Says Morisseau, “A few years back, I couldn’t find much for a modern home, but the new, sleeker elongated glass tiles on the 12x12 mesh are great for either a liner, inset, or entire wall of a modern home. I saw a picture of a green elongated tile installed vertically on a vaulted fireplace—now I’m biding my time for the right client!”
Geography Plays a Role
The Place for Listellos, Borders and Accents When asked how these design details make a difference in the finished project, Morisseau responded, “Well, I’m prejudiced, but I think it makes a huge difference to the finished project, even if it doesn’t stand out as a focal piece. I’ve done some monochromatic pieces where the textures and shape added definition, and some ‘look at me NOW’ tile. Both have their place. “I’m jokingly referred to as the tile queen by my co-workers,” she explains. “I tend to use them as a matter of course, unless we’re looking at a super modern design which lends itself to flat planes.” Some of Lloyd’s clients need encouraging, she says, “Sometimes people lean towards the safe and predictable choice they’ve seen everywhere, but where’s the fun in that?” “One of the joys over the past few years is all the availability of tiles coming into the marketplace,” says Morisseau. “The techniques for stone cutting have become high-technology, so we can get some truly intricate patterns for liners and decos. (We’ll also pay dearly for them, as most are in the $40 per piece range, but we can get them!)
Design Issues to Avoid “Electrical outlets are the biggest of course. Also watching how the liners tie into the underside of the wall cabinet, as it can be challenging to cut around a light rail or valance,” explains Morisseau. “Also be aware that mitering an overly ornate deco for a border frame might be possible by a very skilled installer, but almost impossible to seam together, because the pattern will be different. Most custom tile manufacturers have corner blocks, which should be used instead.”
www.tiledealer.org | 25
Sunny McLean provides consulting and training services for the tile and stone industry. She’s also the author of “The Basics: A Workbook for Sales Support Skills for the Service Oriented Tile and Stone Showroom.” Recently she had an online conversation with tile dealers, manufacturers and designers. McLean discovered that, “Contemporary designs are gaining popularity in more urban marketplaces with traveled consumers who are exposed to more design options, or who may want to be more ‘cutting edge.’” “As I would expect, tile dealers and designers in urban areas are seeing more design savvy in their clients. There’s a willingness to learn about tile and an interest in a contemporary aesthetic. There are definitely markets that will remain more traditional, whether formal or craftsman in style,” says McLean. “The heavy moldings, intricate liners and borders and ornate decos that were so popular in the ’90s are giving way to a sleeker, more architectural tile aesthetic for most markets,” says McLean. “But this doesn’t have to mean that ornate accent pieces are out—far from it. I think that today it is more about surfaces, texture and subtle color rather than about heavily designed pieces.” “Very ornately designed accent pieces are giving way to accent pieces that are more architectural in form. Instead of a molding being embellished with egg and darts, for example, the design value would be in the curves or planes of the mold-
ing, the geometry of the piece and not the decorative additions,” says McLean.
shampoo niches can be a challenge. The same goes for a protruding liner or deco and the shower door installation. She also cautions against using sanded grout for glass, metal, marble or limestone. “It could scratch your tiles,” warns Morisseau. Some of her favorite lines include Mannington and DalTile for inexpensive, transitional decos and liners; for mid-to-expensive, she uses Encore ceramics; and for higher-end budgets, Pratt & Larsen, which she describes in a word: “Yum.” McLean recently designed a line with subdued moldings and liners for McIntyre Tile called ‘Streamline.’ The aesthetic is both traditional and yet restrained and modern in feeling.
Details Really Do Make the Difference According to Lloyd, “For relatively little cost they can make the project seem much more thought out and pulled together—it appears more expensive and higher quality. The biggest plus is that the homeowner gets to enjoy those little thoughtful details every day.
26 | TileDealer
November/December 2010
Lloyd says, “If there is an accent strip, avoid cutting the accent tile for the switches and outlets, especially if it is not a flat detail—put them above, or my favorite for outlets, below, turned sideways. Even if there is no strip, I favor keeping the outlets low—who wants to see electrical cords trailing from the middle of a beautiful backsplash? Most of us do have stuff on our counters, which conveniently hides outlets if they are close to the counter. “I’d also try to avoid leaving the tile hanging with no trim to give it proper punctuation,” she explains. “If it doesn’t die into a shelf or cabinet, etc., it needs some reason to stop where it does, and some kind of trim to make it look neat.” According to Morisseau, “In the tub or shower, always thinking about the placements of the valves, grab bars, and
Resources: Sarah Lloyd, AKBD Los Altos, California Sunny McLean Sunny McLean and Company Kelly Morisseau, CMKBD, CID Main Street Kitchens Walnut Creek, California Paul Anater www.kitchenandresidentialdesign.com p.anater@gmail.com
Products of interest: Status Tile makes hand glazed switch and outlet covers to match field tile. http://statusceramics.com/tile/switch-and-outlet-covers/ Crossville has several lines with Accents, Borders and Listellos. Urban Renewal is a recycled metal for modern decors. Palais is a stone-look, relief tiles for a more traditional, and Modern Mythology is a line of stone mosaics that could be used in many designs. Avente: Artisanal tile collections that include lots of trim pieces.
COMING TO A BATHROOM NEAR YOU...
WILL THEIR LOVE SURVIVE THE BATHROOM REMODEL?
Starring
ProPan
®
Advertisers’ Index CCTS....................................................... 28 CTDA Online Education................................7 CTDA Webinars......................................... 23 Custom Building Products..... Inside Front Cover Dancik International......................................9 EZ Products.................................................7 Finpan...................................................... 27 Laticrete.....................................................3
Professional Grade Shower Pan
From the makers of such hits as PreFormed®, ProTEC® & Util-A-Crete® Concrete Backer Boards and ProPanel® Lightweight Waterproof Backer Board comes ProPan®, a truly ready-totile shower base that offers contractors flexibility in their installations.
PG
PROFESSIONAL GRADE Materials are well suited for professional results
ProPan® is rated PG for:
NS Converters........................................... 27
• Quick and Easy Installations • Modifiable In-Field • Integrated 1/4” Slope & Drain • Mold & Mildew Resistant • Waterproof • Standard & Custom Sizes
Original Mission Tile................................... 28 Overseas Solutions..................................... 18 Panel Processing........................................ 18 Surfaces.......................................Back Cover Tile Partners ............................................. 15 USG................................... Inside Back Cover Wholesale Tile by Aguayo........................... 28
Learn more at www.FinPan.com
Kit includes: • ProPan • ProPanel™ Lightweight Waterproof Backer Board • SIKA Flex FC • ProPanel Fasteners
www.tiledealer.org | 27
Mapei.........................................................5
Tile Boutique Your Tiles Could Be Featured in TileDealer’s Tile Boutique!
Tel: (52) 444 817 3929
28 | TileDealer
July/August 2010
E-mail: info@originalmissiontile.com
813 248 0455 / info@wholesaletile.biz Handmade Tiles from around the World
TileDealer Magazine, a leading magazine in the industry, understands the unique marketing needs of boutique tile manufacturers and distributors. That is why we have created a special section exclusively to promote specialty and hand-crafted decorative tiles, at a very reasonable rate. For complete information about putting your company’s product and message in this special section, contact Karen Glasser at (818) 704-5555 or kglasser250@earthlink.net.
© 2010, United States Gypsum Company.
Productivity is more than just getting the job done.
durocknextgen.com/TD Find USG Tile & Flooring on
Facebook and
Twitter CEILINGS
www.tiledealer.org | 29
The USG portfolio of high-quality products includes a range of backerboard solutions designed to meet the needs of almost any application. Products like DUROCK® cement board Next Gen, the lighest cement board on the market. It’s easier to cut and fasten, installs up to 20% faster and protects against moisture and mold. All of which gives you the ability to do a better job in a shorter amount of time. Because when USG is part of the plan, you’ll see an increase in more than just productivity.
e h t s by s e cc lied o ive g u to , S ltip f Tw g s n ti urce t e u r s reso M er o a l u ts, c a w ct oduc o e P pr sp e w n e
n o ore n i ine — m b om pete c ts om en to c v e e eed d n a l tr you es. u erf what uniti w t po e of ppor o r Tw mo nd o u yo nds a tre
ow N er e! t s gi Sav e R nd a TS
30 | TileDealer
First Quarter 2010
11 20 I , B HI - 27 1 Ex 25 y ON , 201 I r T a CA - 27 nu U a D J E y 24 r ua y n Ba ter A Ja y n ala Ce US
w
r su . ww
fac
.c es
om
n nd da Ma entio eva ,N nv Co egas sV La
s w. w w Of
fici
al
o Sp
e ton ns
ors
Of
fici
:
al E
xp
o o.c
m
tion cia tion sso n A cia n t o en iati sso tio num ssoc tion ries A socia o n M one A socia Quar rs As a c s i e t e A S it er ur A m a d i a n ra n i t e G ra n u f a c t g n G Can rton uildin e Ma t e i B Elb onal ra n tG ti Na hwes rt o N
o nd
rse
rs:
Reg Code: A19