FLOORtalk

George Celtrick, owner of Whitewood Products, talks about consumer behavior while on the sales floor and decisions to purchase wood look-a-likes verses the real thing. He notes that consumers see the value of selecting ceramic or LVT for certain applications where perhaps low-end hardwood would not meet their needs. Celtrick talks about the decline in sales of hardwood flooring last year and the prime reasons for that drop, as well as the role the retail salesperson plays in consumer hardwood decisions.

John Simonson, president of Webstream Dynamics and FiveStar Store Reviews, looks back at Surfaces 2019 and the seminars he lead at the show. He discusses the attendance at the seminars, the basic online knowledge level of the retailers that attended and the types of questions that were asked. Simonson also discusses competition from the big box retailers and how independent retailers can be more effective competing with them

Brian Carson, president and CEO of AHF Products, discusses more of the purchase of Armstrong’s hardwood flooring unit by American Industrial Partners, the numerous brands involved in the acquisition, and plans for those brands going forward. Carson discusses his plans for a brand hierarchy by price point as well as the impact LVT has had of the lower end of the wood market. He discusses a potential means of dealing with this situation, such as improving the ease of installation and making wood more attractive to retailers, builders, and contractors. Also discussed are the means of re-educating channel partners to the attributes of wood, the effects the installer shortage has had on the sector, and making wood sales more profitable for channel partners

Mike Cherico, vice president of Floors & More, talks about changes that have been occurring in the marketplace, including the value of private brands and having retailer-exclusive products. Cherico also discusses the growth retail members of the group had in 2018 and the group’s convention, which was held in Las Vegas just prior to Surfaces, its turnout, the speakers and the prime message of commitment and seeing programs through to success. Also discussed is the value of interaction and the sharing of best practices and ideas among retail members.

Brian Carson, president & CEO of AHF Products, discusses the purchase of Armstrong Flooring’s hardwood flooring unit and Armstrong’s statement as to the performance of the unit in 2017. He talks about the acquisition of the unit by American Industrial Partners and its successes in the wood arena as well as his focus on hardwood styling, innovation, and value for the company’s consumers and channel partners. Carson talks about his views on the company’s manufacturing facilities and if there will be consolidation, closures or other changes, as well as other problems the wood flooring sector is having with wood look-a-likes.

Stuart Hirschhorn, research director at Catalina Research, shares his thoughts on what floor covering sales will look like in 2019. Looking at the demand side, Hirschhorn expects floor covering growth remain at 4-5% with the consumer being the leader, the commercial side doing well, and the builder market slowing. Hirschhorn expects a slowing at least in the first half of 2019 on the part of suppliers that import because of the surge of imports in the 3rd and 4th fourth quarters of 2018 in anticipated Chinese tariffs. Also discussed are the LVT, resilient, and wood sectors.

Mike Cherico, vice president of Floors and More. discusses the group and its elements including, Big Bob’s Flooring Outlet and Floor to Ceiling, and the approach each takes to the market. He talks about the value of retailers offering flooring products as well as membership growth, the factors that drive retailers to join groups, the advantages to retailer from joining a group and the changing competitive environment in the flooring market.

George Celtrick, owner of Whitewood Products, offers an update of the hardwood flooring sector, discussing the pressure wood look-a-likes are putting on hardwood. He also talks about growth at the high end of the business and some of the problems that exist at the lower end, the pricing of the sector, and the pressure placed on the sector by LVT, as well as overcapacity in the industry and products manufactured in China.

Piet Dossche, president of USFloors and executive vice president, Shaw Industries, talks about the company's latest resilient introduction, Coretec Stone, and how it aims to be a game changer for installation and a competitor to ceramic tile and stone products. He discusses the company’s product development process and the importance of waterproof properties in the resilient products today.

Pam Bowe, CEO of The Bowe Company, which develops websites for flooring contractors, discusses the types of visitors most contractors seek to attract to their sites, including general contractors, architects, project managers, students, and government employees, among others. She also discusses content best suited for the websites of contractors, such as images of completed projects, the more prestigious the better, and how to use the website to begin the process of relationship building.