Opinion

Optimism Abounds

Thursday, February 6, 2020

Even before we set foot in Las Vegas for The International Surface Event (TISE), we spent time with suppliers at other markets and with retailers in their stores. Coming off of a lackluster year, I thought we’d hear a lot of caution and possibly pessimism. The industry faces challenges for sure — skilled labor, price erosion and fierce competition — yet the 2020 attitude is decidedly positive.

Just days before the FCW team headed to Vegas, we traveled to Salem, N.J. to get a sneak peek at Mannington’s product introductions — there were many on-trend products across the company’s portfolio. While there, Zack Zehner, president of Mannington residential, told us, “We see signs that the market is going to pick up and not anecdotally. The change in interest rates is taking effect seeing signs of tailwind in the market.”

Zehner reported that the company reacted quickly to the effects of tariffs and the resulting disruption, and it invested to be fully prepared — diversifying its supply chain to support a domestic production and Asian supply model.

“We are razor-focused on the first half,” Zehner said. “We’ve invested in a big, big way.” That includes its Madison, Ga. plant as well as in Calhoun, Ga. where it is making rigid core products. “We are challenging the plant to create products that earn their way into the Adura box,” he noted, adding that Mannington achieved an aggressive launch of multiple price points across categories by producing products here that are perfect complements to Asian sourcing. “We think there is important innovation happening all over the world,” he offered.

The company also recently invested in acquiring Phenix/Pharr Fibers and Yarns (the sale closed Jan. 31) and the integration process will begin shortly. Zehner shared with FCW, “We are getting to know the management team and there is a lot of talent.” The companies are in many ways synergistic — both are family owned and both are design forward. See our interview with Russel Grizzle here.

This optimism, in fact, is widespread. Especially this time of year, I look at what happens at the January markets and what products suppliers are investing in and arming retailers with to woo consumers.

I’ll start with ceramic and porcelain tile — a category that has been impacted by new and hybrid rigid core products. Tile programs here in Vegas reminded us of why tile is among the most creative products out there. We saw mixed materials utilizing metallics and antique mirror looks as well as Moroccan-inspired patterns and color — Marazzi had some style-leading introductions. And color, indeed, was at the forefront — beautiful saturated colors. Blues and greens took the lead. At MSI, for example, Moody Blues showed off just how tile can lead today’s hot color trends. And if you missed it, the newly re-branded Harris Flooring Group (the flooring arm of Q.E.P) added tile to its portfolio this year.

Speaking of rigid core — that category went to the extremes. Product innovator Coretec brought its Grande collection to the floor. And, Dixie Home launched TruCor Prime XXL. This category hasn’t rested on its growing popularity but rather it continues to create new reasons to be attracted to the products that go beyond its performance story.

But we also saw hardwood celebrate its authenticity. The launch of Karastan hard surface (which includes hardwood and luxury vinyl) highlighted the line’s craftsmanship — stories about the inspiration were on display including interactive merchandising displays. Also on the show floor, Hallmark and Anderson Tuftex touted the category’s beauty and performance. And off the show floor, AHF Products brought its multiple brands to the forefront covering the market with fashion and function that included its Hydropel waterproof technology.

And there was carpet too to be excited about. The official launch of DW Select by Engineered Floors’ Dream Weaver brand brought an elevated look to the company that resonated with retailers here. Starting with its twistX technology, the company created carpet with layers of dimension and color that was anything but the same-old, same-old.

At Anderson Tuftex, we saw high-styled and inspired products in its Artifact line — Yen, Terra and Kindred inspired by the Wonders of the World — with PetProtect performance benefits.

Karastan too matched its signature style in carpet as well. It’s worth noting Karastan’s rug merchandising where, in one small footprint, retailers can offer a rug program with different binding options.

These are just some of the many standout efforts we saw on display in the first month of the year — you will read about these and others in the coming FCW issues. They certainly give reason to be optimistic about what 2020 will bring.