Your Guide to TISE 2020

Soft Surface Benefits the Builder Market

Thursday, May 2, 2024

New construction of single-family homes is reported to be recovering while the multifamily market continued to dip into February as builders worked through a large backlog, according to Reuters.com. In both markets, reported Stuart Hirschhorn, director of research at Catalina Research, soft surface flooring is facing an uphill battle.

“Builders purchase very little soft surface flooring,” he said. “New single- family buyers are more likely to purchase area rugs. New multifamily property owners may finish off units with bedroom carpet, however the carpet may likely be purchased by the property manager not the builder.”

Yet carpet has a lot to offer both markets holding benefits critical to comfortable living environments.

Stenciled Tile by Pentz features a stamped concrete visual in a patterned loop construction available in nine colorways. It is built with Engineered Floors' proprietary Apex solution-dyed polyester fiber and designed for the commercial market.

Carpet Checks All the Boxes

Soft surface suppliers FCW spoke to agreed that carpet is a good choice in the builder market for both single-family and multifamily construction because it provides comfort and warmth, principally in bedrooms and living rooms; noise reduction; aesthetics offering diverse colors and textures; safety as it cushions falls; and, cost effectiveness as carpet is less expensive than alternatives.

“Carpet is also more affordable to install and maintain, making it a smart choice for both single-family and multifamily environments,” advised Cory Pritchett, product director of soft surface at Mohawk.

Mohawk reported that its carpets are a top-tier choice for builder and multifamily customers seeking flooring solutions that marry quality, aesthetics and sustainability. Explained Pritchett, “What truly distinguishes Mohawk is our expansive portfolio, which ensures that customers can find the right carpet to match their individual needs.”

Mohawk’s commitment to sustainability also makes a difference. “Mohawk prioritizes environmentally conscious material sourcing, utilizing innovative fibers such as EverStrand PET and SmartStrand Triexta. These materials not only reduce environmental impact, but also contribute to a healthier, more sustainable future in and outside of the home,” Pritchett explained.

Made with 100 percent recycled plastic using Mohawk’s Continuum process, EverStrand is a premium polyester carpet that is easy to keep looking beautiful for years. EverStrand Soft Appeal is the latest collection, with 11 new styles featuring refreshed color lines, textural patterns and solution-dyed cut piles.

Carpet is mainly being installed in single-family bedrooms and bonus areas. “You may see it also installed in home offices since it has great sound absorption properties,” reported Leslie Guthrie, regional design and marketing manager, Shaw Builder + Multifamily. “It’s similar for multifamily — also in bedrooms and sometimes added to main living areas.”

Along with bedrooms, carpet is still very popular in upper floors of homes for its sound mediating features but doesn’t necessarily have to be relegated to those areas, advised Mike Sanderson, vice president of marketing for Engineered Floors (EF).

“Carpet is a great fit for a variety of residences,” stated Sanderson. “Due to its construction, carpet provides natural sound abatement that helps muffle noise that comes with being in close proximity to fellow residents. Carpet can help lower noise between floors while also lessening the sound of foot traffic in hallways and on stairs,” he explained. “Carpet also offers an ease of maintenance and outstanding durability that helps it stand up to years of use. Another benefit of carpet is the protection it can provide from slips/ falls. On the aesthetics side, carpet is just plain comfortable and inviting while providing warmth throughout the home,” Sanderson observed.

Style, colors, softness and sound (mediation) are the main attributes of carpet, stressed Jeff Hudson, senior regional vice president for The Dixie Group on the West Coast. “Style and color make the home yours,” he reported, adding, “It keeps your home from looking like everyone else’s. It gives you your personal style.”

Softness and sound mediation create warmth and a sense of calm within your home, Hudson noted. “Carpet also keeps the dust and other particles down on the floor where it can be cleaned up easily. Mainly families gather in the most comfortable rooms in the house and the softness and sound qualities of carpet make those areas cozy and relaxing,” he added.

Tarkett Home is seeing customers looking to carpet for better ambiance. “Homeowners are loving the cozy and inviting vibe that carpet brings to living rooms, family rooms, and dens,” reported Lauren Schnakenberg, senior director, marketing & design at Tarkett Home.

“Also, as remote work has become more popular, carpet is becoming a go-to for home offices. It’s great for reducing noise and providing a comfortable surface, whether you are sitting or standing,” Schnakenberg said.

Tarkett Contract’s soft-surface flooring is used in a variety of common areas in multifamily housing, especially corridors and co-working spaces where softening acoustics is critical, noted Derrell Jackson, segment director, Tarkett Contract.

“Consumers still like the warmth underfoot and sound abatement that carpet offers,” agreed Gabriel Gerges, divisional vice president builder for single and multifamily, Southwind Floors. “Those characteristics paired with the beautiful designs that you find in our newest Southwind lines have kept carpet in those spaces,” he stated.

Tranquil Spirit from Shaw is from the Pet Perfect Plus and if crafted in 100 percent Anso High Performance PET in a patterned LCL construction.

Advancements for the Win

Shaw Builder + Multifamily offers carpets with industry-leading innovations like ColorGuard, bleach and fade resistance, and R2X, Stain & Soil Resistance technology. “If you’re worried about carpet with pets, don’t be. Look at our Endurance and Pet Perfect collections for our pet-friendly styles that cover the three P’s of pet stains,” suggested Guthrie.

Carpet can also contribute to indoor air quality and energy efficiency, advised Quentin Quathamer, director of residential carpet at Mannington Mills. “Carpet reduces heat loss and improves insulation, which can lower energy consumption and greenhouse gas emissions,” reported Quathamer. “Carpet can also help regulate indoor temperature and humidity, which can enhance comfort and well-being,” he added.

An exclusive advantage to Phenix carpet is Microban Surface Protection. “Microban helps to keep the floor cleaner at the microscopic level by not allowing bacteria to grow. Phenix carpets with Microban help protect 24/7 against the growth of bacteria, mold and mildew, and remain 99 percent cleaner than untreated surfaces,” Quathamer explained.

Tarkett’s Powerbond RS hybrid carpet offers the look and comfort of carpet with the easy cleaning and maintenance of a resilient surface, explained Jackson. “It’s also certified asthma and allergy friendly, so it’s scientifically proven to reduce exposure to asthma and allergy triggers for residents and maintenance professionals. This is important as health and wellness have become a huge focus in multi-family communities,” he explained.

Tarkett’s Powerbond also provides a wall-to-wall moisture barrier that protects against pet stains, water damage from plumbing leaks, and a variety of other spills, pointed out Jackson. “Innovations in commercial carpet fibers, backings, and stain resistance make it a great choice for communal and amenity spaces in multifamily residences.”