FLOORtalk

Scott Levy, president of Arley Wholesale, talks about what the addition of wood looks in ceramic has meant to the category and the changes that have taken place with regards to looks, colors, and textures since. Levy also talks about the nationwide installation problem and how it has effected the growth of the industry and may hinder its long-term growth. Also discussed are industry efforts to mitigate the problem and the awareness levels in high schools of the various trade opportunities, as well as efforts developed by manufacturers to help improve installation techniques and add efficiency to the process.

Pat Oakley, vice president of marketing for Mullican Flooring, talks about the importance of the retail salesperson in carrying the “Real Dogs, Real Wood Floors” campaign message to consumers and the advantages of real wood floors verses wood look-a-like products. He talks about the challenges of training at the retail level, the commitment of retail firms to wood flooring, and the advantages of initiating sales presentation by showing the higher quality option and working down if necessary. Also discussed are the needs of retail sales people in an environment of consumers being more informed as a result of increased online research.

Pat Oakley, vice president of marketing for Mullican Flooring, discusses the wood flooring business over the past year and a half and the company’s recently announced promotion campaign “Real Dogs, Real Wood Floors,” its mission, that is educating consumers to the difference between products that look like wood and real wood products, and various elements of the campaign. He discusses the social media elements of the campaign, and the categories of wood flooring that have been effected by LVT and other wood appearing product as he invites other wood flooring manufacturers to join the effort.

Chris Walker, vice president of Northeast region for David Allen and NTCA's Tile Person of the Year, talks more about the advantages and disadvantages if hiring installers verses using independent contractors. He also talks about using certified installers and the advantages it brings to the marketplace. He talks about the David Allen organization and its 98 year history and the importance of relationships in the industry, as well as dealing with the problems associated with floor covering installation being one of the last products to be installed on the jobsite.

Chris Walker, vice president of the Northeast region for David Allen Company and NTCA's Tile Person of the Year and the next president of the association, discusses the NTCA’s leadership role in the nation’s installation situation and developing qualified installers. He talks about the association’s apprenticeship program, recruiting new talent in to the ceramic field and developing knowledge and hand skill levels. Walker also discusses the advantages and disadvantages of hiring installers verses using independent contractors.

Jane Twombley, director of specifications at Belknap White Group, talks about the company and the role of director of specifications at a floor covering distribution organization, including working with sales reps and customers. She talks about business levels in 2018 and being an Armstrong distributor for the northeast. Twombley also talks about retailers move into commercial business since the recession and the types of projects where retailers normally get involved.

Stuart Hirschhorn, founder and CEO and Catalina Research, talks growth in the carpet tile category, as well as competition from the big box retail sector and big box retailer's shrinking depth in its ceramic offerings due to the popularity of large format tiles, which are not DIY products. Hirschhorn also discusses online retailers and his expectations for growth in the sector

Stuart Hirschhorn, founder and CEO of Catalina Research, talks about spending and anticipated growth in the housing and remodeling sector as he shares his expectations on the long-term growth of the economy. He discusses the consumer and their propensity to spend, and the millennial consumer and his expectations for their spending going forward. He talks about the price range of flooring products consumers are buying and events in the industry over the past 12 months that he sees as significant, as well as the popularity of rugs.

Stuart Hirschhorn, founder and CEO of Catalina Research talks about the operations of Catalina, and the reports and studies it publishes. He discusses the economy in 2017 and year-to-date as well as the factors responsible for the economic improvement. He talks about the raw data he analyzes and events in both the housing and remodeling markets, the various factors driving these markets, and shifts among the floor covering product categories.

Steve Simonson, digital pioneer and founder and CEO of iFloor, talks about the concept of online sellers of floor coverings offering product through local independent retailers. Simonson sees a possible problem having a large pool of retailers executing their part of the transaction with excellence in a consistent and ongoing way. Also discussed is Amazon and their future in the floor covering arena as he offers advice as to how independent retailers can effectively compete with online sellers. Simonson also estimates the percentage of floor coverings that will be sold online.