Emily Finkell brings her talent to EF & its growing portfolio
[Dalton] Emily Finkell, Engineered Floors’ newly named vice president of residential design, has had a storied and successful career that spans large industry leaders to her own boutique hardwood brand — all of it making her the ideal choice to take EF to the next step.
“Her experience running her own business required attention to far more than product design and that holistic approach to the business spanning from product marketing to merchandising and execution will definitely give us a ‘leg up’ when approaching future launches,” Joe Young, residential product manager, explained. “On the other hand, her experience at a larger, more mature company previously gives us insight into how the proper structure for product development [should be].”
And for Finkell, the fit is perfection. “I view this role as the high point of my career in floor covering, and here’s why: To be able to work for Mr. Shaw twice in different organizations, that’s what I’d call a very special opportunity, one that I don’t take for granted,” she shared. “I get to do what I love, all while knowing that I’m helping this organization move their design initiatives to the next level. It is very rewarding and humbling.”
It's particularly humbling, she said, because of the work that’s been done by “a lean and strong team of super star professionals. EF is essentially an all-star team made up of the best from across the floor covering industry with a common passion and goal. It feels so right.”
Building on a brand
With a solid foundation beneath it, EF will tap Finkell’s talent to further grow and enhance its portfolio. “EF has always been known for quality, value, service and, of course, innovation. As we enter into different areas of the market, specifically in hard surface and what we consider to be the upper end in soft surface, leadership felt it was time to look at product development through a different lens,” said Young.
Young continued, “The reality is EF has been growing at such a rate that makes it hard to sit back and evaluate personnel needs. The complexity of our product breadth — especially with the introduction of our domestically made digital print SPC — pushed us to set up a structure in product development needed to execute our company’s long term goals, which undoubtedly will come with additional talent on the design team.”
Indeed, as the company brings its brand into the upper end market, style and design are a critical part of the journey. “Being a value oriented brand, while also wanting to have a sense of style and knowledge of how colors move and sell, need not be exclusive to one another, but rather complementary,” Finkell explained. “In fact, it’s the perfect time to infuse product development with the newest design influences. The EF approach is brilliant: One’s design does not have to be compromised in order to achieve the looks, the qualities and the products that consumers will gravitate towards.”
Of course every step of the company’s growth will be driven by the company’s culture, which has served it well since its inception some 14 years ago — and that includes its product development as well. “That involves taking what has made EF the huge success that it already is, the people, the products and the culture, and enhance rather than change what obviously is working well,” noted Finkell.
She emphasized how impressed she has been with the team at EF. “Longer term, I look forward to adding to our team as needed, but not just for the sake of adding to the staff. Keep in mind that our current team already does so many things so well and it would be nuts to change that any time soon,” Finkell said. “I am blown away each week when I see their creativity come to life.”
Talent, commitment and passion are all part of the EF equation. “There is a lot of passion here for sure,” shared Finkell. “It’s a very comfortable environment to brainstorm in. Creative thinking is 100 percent to Joe.”
Top of the ‘to do’ list
With a broad portfolio of product, there are areas on the soft and hard surface sides that both Young and Finkell said would be taken to the top of the list. Part of it will be around utilizing the company’s proprietary technology.
“On the soft surface side, Emily will be tasked with building upon the foundation that our proprietary PureColor fiber system provides. She brings a fresh perspective that will help us take design to a new level regarding color, pattern and texture, and help EF shed the ‘shades of beige/greige’ reputation that we have learned to love and hate over the years,” commented Young.
On the hard surface side, he said, “Emily has begun the process that will be the foundation of our domestically made digital print program. She and her team are literally starting from ground zero procuring the most beautiful wood species, picking the appropriate finishes and creating the most high-definition scans that will be the backbone of our truly unique SPC lineup. We felt like it was time to put our innovations to work in a way that will make our customers say ‘Wow, I didn’t expect this out of EF.’”
Finkell is particularly excited about bringing her knowledge and design sense to EF’s hard surface segment where she can draw from her deep experience with developing hardwood lines.
“Hard surface development is drawing direction and inspiration from trees, the beauty of wood. It’s not just SPC or a derivative of some film catalog. It’s a very beautiful comprehensive collection,” she said, adding, “That is very special and at the tippy top of my to do list. The various design influence will be something that you can see, feel and almost experience. I think what we are working on is going to knock your socks off.”
New products, she said, will be beautiful but also durable. “The first focus will be to get the plan together and story too. There is a lot of design freedom and being the manufacturer and having this technology at our fingertips, opens up your design capabilities — it’s almost mind-blowing,” she said. “I find something new each week about this new technology. I get inspired every day with what we can make and produce. New colors, regardless of category, give us a lot to help RSAs, retailers and consumers find solutions and design inspiration.”
All in all, the position seems to be a perfect match for both EF and Finkell, “There is a lot of selflessness here. I really admire that,” Finkell offered. “People check their egos at the door. They work really hard. It speaks to experience.”