Harlan Stone
By Amy Rush-Imber
[New York] The last couple of years have been among the most dynamic and exciting times in the flooring industry as new innovations hit the marketplace aimed at meeting today’s demanding consumer needs. Recently, Harlan Stone, group CEO of Halstead/Metroflor, met with FCW here in the Hearst Tower to talk about the impact innovation is having on the flooring industry and its consumer.
“Innovation has driven so much of what has happened positively in this industry and the rate of innovation is accelerating. LVT (luxury vinyl tile) is a perfect example,” explained Stone, adding that the multilayer flooring (MLF) category and Multilayer Flooring Association (MFA) is “revolutionizing the hard surface category and that is so important.”
Indeed, new technology has impacted everything from visuals to installation. Stone said he travels the world seeking new technology that he can ultimately deliver to the consumer. “Why do people like to buy my floors? They buy my floors because they like them, because they meet and maybe even exceed their expectations. And that is due to the innovation and the commitment to changing our product perception, product performance and product sustainability and transparency.”
Stone, who also sits as president of the MFA, said that MLF is the fastest growing category because it serves the consumer’s needs. “We took the old vinyl category and made it more relevant to the expectations of the consumer today. They wanted something that is really waterproof, not just something that said it is waterproof. They wanted something where the subfloors imperfections will not cause them an ugly final product or an expensive remediation — those two factors have given the consumer a lot more benefits. Add to that the inherent values of LVT which is embossing, great printing long wear and, we took away some of the floppiness that was not so good for home owners. And then we made a really good installation method. All of those new innovations made a great new sandwich.”
Today, new technology around locking systems and waterproof are having an impact on the development of MLF products. These emerging technologies, said Stone, are the cornerstone for giving consumers what they want. “I always want to do what’s best for our customers —– it’s the basis for our company’s success and our industry’s success. Do what is best for the customer and you will be rewarded.”