Zehner shares strategy around rebranding & continued Phenix integration
[Las Vegas] As always, Mannington’s presence on the Surfaces show floor was robust and this year its booth boasted a new logo, updated soft surface colors and hard surface bevel technology.
As well, president of Mannington Residential Zack Zehner shared his forecast for this year. “The market was definitely soft in the fourth quarter. Existing home sales and new construction will be soft in the first half. If you look at the remodel side of the business, homeowners are staying put and over 50 percent of those homes are over 40 years old. So,” he continued, “the remodel demand will kick in.”
How is Mannington reacting to what looks to be a soft market ahead? “We are doubling down and investing heavily,” stated Zehner. “We are aggressively placing displays — it’s all about product leadership. We also will drive meaningful innovation and focus on [things] the consumer can see.”
Meaningful Innovation
A prime example of providing innovation that can be seen by the consumer is Crafted Edge which gives a hand chiseled look to floating LVT and the use of embossed in register technology. What’s more, the company’s new Tumbled Edge bevel technology creates an irregular, hand chiseled look for a natural marble visual. Tumbled Edge technology is available in the APEX line on style Rapolano
The company also has a patented technology for a one-piece stair tread. “It’s an exact match in texture and visual,” said Zehner noting that this is now added to the Adura Selling System in all SKUs except tile.
He also said that the company is continuing to invest in laminate. “We are driving digital print — no repeat in the planks, more realism and a full waterproof warranty.” All Mannington laminate designs are original, Zehner added.
For hardwood, the company has moved to a sourced model — utilizing facilities in Guatemala and Vietnam — with partners, he explained, that execute on the company’s designs. Here, he explained, they are able to hand stain, hand sculpt and hand scrape.
Soft surface too is receiving attention. “Phenix was an important acquisition for us. Carpet is the largest category in residential flooring,” he said. “The integration has been slower but over time we are bringing the two together.” This acquisition, he pointed out, also fits with one of the company’s core values of controlling its own destiny.
Plus, added Zehner, “FloorEver PetPlus is a superior warrantee than Stainmaster. And, Microban is a more powerful brand.”
But the company is also driving color in soft surface. “Terri Marchetta (vice president of residential styling) did a nice job of brightening up the color palette,” he said.
Building the Brand
In addition to Surfaces representing the company’s largest product launch, Zehner revealed, “We made a big investment in rebranding. We did a lot of research to dig into our brand pillars.”
Part of the goal, he said, was to make the brand more appealing to the Millennial consumer. This included a new logo, imagery and point of sale material. “We are tying it all together online and what it looks like in the store.”
A new website and digital assets were developed to “make it easier for the consumer to get connected; drive traffic to key partners; and, have a foundation of operational excellence,” said Zehner adding that part of integrating Phenix included SAP. And with that completed, he said, “Now we are focused on every major touch point and on the customer experience. We are removing friction of doing business with us. We are looking at these touch points no matter how we go to market.”