Features

Stanton Style Makers

Monday, December 11, 2023

Design strength drives portfolio expansion

[Woodbury, N.Y.] Just a year after ﬁnalizing the acquisition of Floors 2000, Stanton, based here, continues to bring its design acumen to both its high style soft surface and growing hard surface portfolio.

While this year has been soft for the ﬂoor covering industry, Jonathan Cohen, president and CEO, reported, “In the big scheme of things, it is ﬁne. But it is a tougher year. We are being sharp and smart and looking where to get growth from and get share. There is plenty of new product and we continue to be smart and feed the product line.”

And while it continues to build its portfolio on both the hard surface and soft surface sides, the company is taking a critical look at selections and being eﬃcient. “We are picking up eﬃciencies, leveraging technology and have the right people,” Cohen reported. In fact, Stanton recently announced Jamann Stepp has joined the team as senior vice president of hard surface, another example of the company’s commitment to boosting its strength in hard surface.

Studio Grove is Stanton’s new NuvoLux laminate.

Indeed, Stanton continues to build its hard surface division launched as Decorative Waterproof Flooring in 2020.

The company is getting set to launch its ﬁrst laminate collection NuvoWood — ﬁrst shown at the fall NFA meeting and set to hit the Dallas Market this winter and Surfaces in Las Vegas. NuvoWood will be oﬀered in a better and best price point structure under the Floors 2000 Max and Stanton Luxe umbrellas, respectively.

“We wanted to get into the category and we see laminate growing. It sits outside of rigid core with a heavier and thicker construction. It’s a good opportunity,” explained Cohen.

The collections will each have 12 SKUs to start. And while Floors 2000 hits a middle of the road price point, Cohen said, “We apply our more decorative style to make something signiﬁcant.”

STYLING SOFT SURFACE

Soft surface too will come out with new and innovative product for 2024. Adam Feldberg, senior director of product and innovation, told FCW, “We are more category focused and selective, and providing luxury performance.”

In 2023 at Surfaces, Stanton launched the Stanton Rug Company which features a small footprint display that holds 104 total rug SKUs of diﬀerent ﬁbers all set to ship within 36 hours. (See Stanton Debuts Robust Rug Program .)

Miles is a uniquely crafted rug with leather woven through it.

Throughout the soft surface line, whether solution dyed nylon or solution dyed polyester or handspun wool, every new introduction is created through the signature Stanton lens of crafted style and design. For example, there is a collection in Stanton that is a replica of sisal that can be used indoors or outdoors oﬀering texture and color that complements the company’s hard surface oﬀerings beautifully.

And in Crescent, there is a 90 percent wool, 10 percent leather weave made in India. A new L.I.O.N. product is a luxury performance solution dyed nylon that has a plush silk feeling, a handmade look and yet, is able to stand up to active households with kids and dogs.

“There is a steady [stream] of new product coming out,” asserted Cohen.