An E.J. Welch Magazine

JULY 2020 INTRODUCTORY EDITION

AN E.J. WELCH COMPANY MAGAZINE

Contents SERVING THE FLOORING TRADE SINCE 1962 04 WELCOME TO E.J. WELCH'S FLOORING MAGAZINE A Welcome from Keith Throm and Blake Stevens Vice President of Sales, Keith Throm and Vice President of Sales - Western States, Blake Stevens

06 COUNTRYSIDE CARPETS AND INTERIORS Dealer Focus

An inside look at CountrySide Carpets and Interiors

12 NOVALIS

Vendor Focus Beautiful colors and easy to install.

This LVT line has everything you need

18 LUXURY VINYL GUIDE This handy guide will lead you to the perfect LVT for any project

In 1962 Edward James Welch set out to build a team of passionate, dedicated, and knowledgeable people with a clear goal: to deliver unrivaled service, excellent products and superior solutions for his customers.

Today, over fifty-five years later, we're pleased to say our mission remains the same.

We've been privileged to add the strength, expertise and professionalism of Southland Flooring Supplies, Self's Incorporated and Specialty Products Company to the E.J. Welch Team. Together, we are committed to bringing you the most innovative flooring and installation products in the industry – to drive the highest returns for your business.

We’d like to thank you, our valued customers, for making all of this possible.

We couldn’t have done it without you!

20 DESITTER FLOORING Dealer Focus

Celebrating 100 years in business

26 TAYLOR ADHESIVES Vendor Focus

Learn more about one of the most complete adhesive lines in the business

32 E.J. WELCH ESTORE Ordering online, checking prices and managing your account all in one easy to navigate website For advertisement inquiries, please contact our marketing department at marketing@ejwelch.com

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January 29, 2020 - At the Surface Show, E.J. Welch Company was presented the Raskin Distributor of the Year Award.

This is E.J. Welch’s fourth year receiving this honor. Previous years awarded in 2013, 2015, and 2017.

E.J. Welch Company | July 2020 | Introductory Edition

we do carry...

Y

* Not all products are available in every market, contact us for more details.

Between Us We at E.J. Welch are excited to announce our newest industry magazine. This magazine will introduce you to products and customers as well as let you know what is going on within our organization. This is an ever changing and growing industry and we want to be able to bring you all the latest and exciting news from within the E.J. Welch organization.

As we have traveled the width and breadth of our footprint one thing has been repeated to us over and over again from our customers; “I didn’t know you carried that?!” As we have grown as a company and entered new markets, we have taken on lines that we haven’t had in the past. With over 30,000 products at our fingertips we can be your one stop flooring and sundry shop. This E.J. Welch Magazine will be a great resource to educate, introduce or even remind you of the vast array of With over 30,000 products products that we carry and the areas that we service. at our fingertips we can be In this issue we will be profiling two of our lines. Novalis LVT your one stop flooring and and Taylor Adhesives. Novalis has quickly become one of our sundry shop. top residential and commercial flooring lines. They have a wide variety of styles that come in different constructions. You will be able to find a Novalis product that fits almost all your flooring needs. Taylor Adhesives is a partner on our sundry and installation side. Offering unique, effective solutions, that can help keep your projects on time and budget.

Also, in this issue, we wanted to introduce you to our newest internal project. Our new ecommerce site, The E.J. Welch Store. From here you will be able to place orders, check price and even track account information. We are currently adding customers to the site so reach out to your territory manager or email ejw.store@ejwelch.com to get setup with an account.

The success of this publication is due largely in part to the support we received from our vendors.

We look forward to working with them in the future to make this magazine an indispensable part of the flooring industry.

Thank you for your continued support and we look forward to helping you grow your business.

Keith Throm

Blake Stevens

Vice President, Sales at E.J. Welch Company

Vice President, Sales - Western States at E.J. Welch Company

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E.J. Welch Company | July 2020 | Introductory Edition

E.J. Welch Locations

Colorado

Iowa

Oklahoma

3332 N El Paso St. Colorado Springs, CO 80907 719.444.0500

5920 Tremont Ave. Davenport, IA 52807 563.386.7496

4326 SW 21st St. Oklahoma City, OK 73108 405.232.3942

Colorado Springs

Denver

9300 E 40th Ave Denver, CO 80238 303.934.4450

Hawaii

Davenport

Kansas

Kansas City

3020 S 44th St. Kansas City, KS 66106 913.432.0512

Oklahoma City

Tulsa

11110 E 56th St. Tulsa, OK 74146 918.254.2311

Tennessee

Aiea

Wichita

Illinois

Kentucky

Texas

2601 Lively Blvd.

Elk Grove Village, IL 60007 847.238.0100

1174 Brock McVey Dr., Ste 100 Lexington, KY 40509 859.293.2696

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99-899 Iwaena St., Unit 112 Aiea, HI 96701 808.848.0787

Elk Grove Village

721 E Mt Vernon St. Wichita, KS 67211 316.267.1295

Lexington

Oak Forest

Louisville

Springfield

Missouri

4151 W 166th St. Oak Forest, IL 60452 708.362.5662 3000 Hamlin Pkwy.

Springfield, IL 62711 217.698.8991

Indiana

Evansville

6600 Frito Lay Dr., Unit A Evansville, IN 47715 812.476.4447

Indianapolis

6019 East 30th St. Indianapolis, IN 46219 317.541.3333

South Bend

3303 William Richardson Ct., Ste 400 South Bend, IN 46628 574.234.3504

1010 Industrial Blvd.

Louisville, KY 40219 502.968.3333

Earth City

13735 Lakefront Dr. Earth City, MO 63045 314.739.2273

Maryland Heights

2488 Old Dorsett Rd. Maryland Heights, MO 63043 314.993.8600

Springfield

1900 W Sunset St., #C-100 Springfield, MO 65807 417.886.3332

Nashville

650 Mainstream Dr. Nashville, TN 37228 615.254.7545

Austin

Dallas/Fort Worth 2008 Exchange Dr. Arlington, TX 76011 817.640.3885

Farmers Branch

1850 Diplomat Dr., Ste 200 Farmers Branch, TX 75234 972.559.3388

Wisconsin Green Bay

3030 Holmgren Way Green Bay, WI 54304 920.337.0707

Menomonee Falls

W126 N8652 Westbrook Crossing Menomonee Falls, WI 53051 262.437.0094

Dealer Focus

Always Today’s News Countryside’s diverse product lines have something for everyone

By Jerry Rabushka

Over the last decade... products, methods and philosophies have improved; Cooper congratulates the industry for making it happen. “Everything has changed based on the wonderful people in manufacturing who come up with better ways to make product to address customer desires. Whether it's a change in it's performance, fashion, maintenance or a combo of all,” he observed. “Every time we don’t think they can make a better mousetrap, the innovation that people display is just breathtaking… to see the advancement of how these floors perform.”

You might not think of a floor “performing” since it just stays in one place, but it serves as a stage to take a monumental amount of abuse from above. “We operate within the box of commercial or residential site, or a vacation home, under the most grueling aspects of any

Pictured above: Rich Cooper, owner of Countryside Carpets and Interiors

Rich Cooper has spent over 45 years in the flooring industry, and an owner of Countryside Carpets and Interiors, he’s not content to coast on past accomplishments. He enjoys keeping up with the fast-paced advances in flooring materials and helping his customers do the same.

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E.J. Welch Company | July 2020 | Introductory Edition

finish,” said Cooper. “Our products and services are under strenuous use on a moment to moment basis and the innovation here is really – I hate to say breathtaking again, but it is in regard to what they’ve done and how they’ve done it,” he smiles.

Rich started in flooring out of high school nearly a half-century ago at a St. Louis stalwart called Tile Town Carpet City; he moved to Jay Henges Enterprises as president of their interiors division when TTCC was acquired by New York Carpet World. After about 15 years there, in 2004 he joined Countryside Carpets and Interiors as an owner, where he’s happily situated in an office decorated with photos of fishing and family, easy to find near the front entrance. Located in O’Fallon, Missouri, about a 35-40 minute drive west of the city of St. Louis, the store is poised to serve a wide swath of the St. Louis region. O’Fallon itself is in St. Charles County, the fastest growing county in the state and one of the fastest in the country. O’Fallon’s population has grown from 18,000 in 1990 to close to 90,000 today. Nearby St. Peters had a quaint 486 in 1970 and is on track to hit 60,000.

There’s plenty of opportunity.

Countryside is approaching toward its 40th anniversary; it started in the 1980s mainly supplying floor coverings for new residential construction. “From that time it evolved, as every business has had to, into a multifaceted company that reaches out to many different aspects of the industry,” Cooper said. “We still do new construction and we support the floorcovering needs of home builders in the greater St. Louis area, for example corporate customers where we go in and help them understand their needs and provide them the correct products and services for their spaces to be used effectively. We also engage in insurance restoration and replacement of floorcovering losses due to calamities.”

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Flooring at this store includes broadloom carpet, modular carpet, sheet vinyl, vinyl composition tile, solid and engineered wood, laminate, ceramic, natural stone and marble for the commercial, home building, remodeling, restoration and retail market segments.

Diversity both in product line and customer base serves as a safeguard against hard times. “This way whatever happens in the economy, we have a little bit going on in all those areas,” he said.

TAKE A DEEEEP BREATH There’s a lot more going on at Countryside than “here’s a rug, take it home.” The staff is involved with procuring and stocking materials in store, helping customers choose from those materials, and then making sure the installers understand best practices. The displays give clients a wide array of inspiration and a kids’ play area keeps the youngsters engaged while mom, dad and/or Aunt Agatha haggle over the color and texture.

But what looks good in the store has to look that good in its final stomping ground, and that’s where Cooper feels his store excels. “What

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makes Countryside stand out in customers’ eyes is the intense investment that goes into the people that install our products,” says Cooper. “The Local 1310, our union affiliate, and all our folks, go through an intense four-and-ahalf-year training program called Install.” This training involves the product manufacturers and keeps installers up to date on the ever-changing government regulation. “The installers can attend courses; we rely on the union, but we also bring in the suppliers to attend meetings to explain how to handle their products,” said Cooper. Usually a couple days a month there’s some in-store education going on. As Cooper pointed out, it’s… breathtaking.

Not only is innovation breathtaking, but also can be affordable, so customers who can’t budget a high-end floor can thank today’s materials and technology, get something that looks very much like it. “Things such as beautiful hardwoods used to be out of budget's reach, but now with the latest replication innovations from our manufacturers, family businesses like Countryside can now afford them,” said Cooper.

LVT planks can give that upscale look for as much

E.J. Welch Company | July 2020 | Introductory Edition

as 75% less than real hardwood, he says, and due to their ease of maintenance, a family stepping out over Luxury Vinyl can spend more time enjoying their lives and less time maintaining a floor.

It’s a huge improvement over the when-I-wasyour-age laminates; Cooper acknowledged that customers would put up with their ugliness for the dynamic duo of maintenance and durability, but it was a tough tradeoff. These days, LVT and other hard surface flooring provide those same benefits in a package of good looks and affordability, so many people are trending away from carpet toward these materials.

SEVEN YEAR ITCH These days when a customer gets to you – and for most homeowners it’s around every seven years – they’ve probably done some research, either online or by studying flooring styles everywhere they set foot. They know at least what they don’t want, which is usually what they’ve got already, and they might have some

idea what they do want based on other interiors that have a floor they like.

“It’s our job to take a look at the products and show them the different features and benefits of the innovations that have come to the market,” Rich said. “When they come to the door, they expect us to lead them to the WOW factor.

Everyone is working to take care of their family and earn a living in all aspects of their life and they don’t often give a lot of consideration to floor covering.

When they walk in here, they have money in their pocket put away to create a beautiful space and take care of their family, and it’s our job to guide them to the products that will fulfill their needs. That’s what our salespeople are trained to do – connect the customer’s desire to have a change in their life with the flooring that will bring the fulfillment of the desire to do that.”

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Failure for one store to do this, says Cooper, can fill a customer with distaste for the entire industry. They may just stay with their dusty disco shag rug and spend their money on a new dishwasher or a Caribbean cruise. “We all represent one another to the buying public,” he says. “Hopefully we all do the best job on a daily basis. If we do, positive statements are going to be made about embracing the industry we serve, which will draw their confidence and purchasing power. If we fail, we push their money away, perhaps not to a competitor, but to a whole different place.”

“E.J. has been a company and resource that has not only provided products, but also tech assistance in helping us to understand the proper placement of those products with outcomes that meet everyone’s expectation."

Countryside’s approach is that everyone on staff is as important as everyone else.

“We all have defined roles to fulfill the outcome of the customer’s experience,” said Cooper. “If one is lacking, it’s recognized in something that didn’t turn out to a positive way for their customers.” “An extraordinarily successful life”

“I never met one of them that didn’t promise they were going to give us the best products and service, so it’s hard to distinguish other than through best efforts, and E.J. delivers. They introduce us – from owners to line managers to salespeople to installers – to the latest and greatest innovation in the industry, so we can move those changes, hopefully seamlessly, from the day they come in to the day they get installed.”

Even with all the breakthroughs in flooring, Cooper sees this industry, as do many trades, as thirsting for qualified hands to lay it down.

“Everyone’s capacity is being pushed right now,” he observed. “There are a lot of people out there that might say the only way you can succeed in life is through a fundamental education to be a part of an industry, but the most valued individuals are the people that carry the skill sets and craftsmanship in their hands.”

It’s financially rewarding, he says, and a great confidence builder for someone who excels at their work. “People who take a good attitude in terms of ownership over the results of what they do in a day – meaning they care and want to deliver to the individual the best outcome they can – this is the breeding ground for an extraordinarily successful life.”

Countryside is very satisfied in its relationship with E.J. Welch. “E.J. has been a company and resource that has not only provided products, but also tech assistance in helping us to understand the proper placement of those products with outcomes that meet everyone’s expectation. A lot of people walk through this door trying to sell product to us,” said Cooper.

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E.J. Welch Company | July 2020 | Introductory Edition

Displaying “Barrel Oak - Henley” from the Novalis Maybree Collection

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E.J. Welch Company | July 2020 | Introductory Edition

Vendor Focus

AS EASY AS LVT

Novalis Makes Great Strides on it’s Flooring Products

By Jerry Rabushka

A lot of folks remember when Barbara Mandrell sang, “I was country when country wasn’t cool,” but in our case, we’ve got some folks that were LVT when LVT wasn’t cool.

Novalis® Innovative Flooring is a secondgeneration family owned company that started making this flooring material in 1984, a year before Mandrell’s plaintive cry about what was cool and what wasn’t. Company founded Z.L. Wu immediately got to work improving the process.

“We have been in the LVT business for over 30 years and were the first to ship a container of LVT from China to the US,” said Kimberly Hill, the company’s director of marketing and creative design. Things are different now; LVP has become quite cool, rad, and even awesome. You’ll find products from this Toronto, Ontario-based company in over 50 countries on six continents, in a lot of award-winning commercial spaces and homes.

They’ve gotten cooler by the year; Hill notes that the company’s NovaFloor® brand offers both residential and commercial products in all constructions of LVT: Rigid Core, Loose Lay and Glue Down. Along with its innovative product offerings, the company is developing programs to encourage you to get more involved, but one question you most likely have about any new product is “where can I put yet another display?”

Hill notes that you don’t need a lot of floor space for this floor display. “Our display unit, the Flooring Design Center, is exceptional,” she said.

“It uses a small footprint to house 102 SKUs, with room to grow.”

Recently, Novalis partnered with E.J. Welch to further its reach and make it easier for you to bring its floors to your aisles. “We are very pleased to be represented by E.J. Welch throughout America’s heartland,” said Steve Ehrlich, VP of Sales and Marketing for Novalis.

“They are a leading floor covering distributor and it’s a great fit for our NovaFloor line.

We are excited about the potential for both our companies.”

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Help Us To Make The E.J. Welch Magazine Even Better!

If you have any suggestions for content, product, or overall items that should be included in this E.J. Welch Magazine, please reach out to our Marketing Department. Our goal is to bring you content that is not only interesting to you, but will also help grow your business. marketing@ejwelch.com

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“Whenever you talk about LVT, the one brand that keeps coming up is Novalis,” observed Michael Welch, President of E.J. Welch Company. “We like their quality and the range of LVT they have, from flexible to rigid core. This gives our dealers lots to work with in terms of LVT sales growth.”

WALK EASY, BREATHE EASY Much of Wu’s mission was to create flooring that was environmentally sustainable. “At that time, vinyl flooring was mostly being manufactured in other countries for the DIY home center markets,” said his son John Wu, president and CEO of Novalis. “My father saw an opportunity to make vinyl flooring more cost effectively in China and put out a better product.” When John and his sister CC took over the company after their father Dr. Z.L. Wu retired, they worked to expand the company into a worldwide presence and go even further in the direction of sustainability. They opened offices in Toronto, Ontario; Charlotte, North Carolina; and Bonn, Germany and spearheaded many of the advancements that are taken for granted today.

Along with the ease of bringing the product to market, you can assure your customers that they can breathe easy as well, as NovaFloor as has made – and keeps making – changes to keep its product as environmentally friendly as possible. Novalis makes its flooring in compliance to the strictest standards established through FloorScore® testing and GREENGUARD Gold compliance. The factory itself works towards sustainability and manufactures its products in a zero-landfill manufacturing system where all waste is recycled. In fact, you might be selling “factory waste” as we speak – 100% of its production waste is granulated to become part of new flooring in a closed-loop recycling process.

The company is also working towards sourcing 100% of its materials from within 500 miles [800 km] of the factory. Also, once the flooring wears out, it can be recycled into new flooring.

Another issue with LVT has been the use of phthalates, which are used to make PVC products flexible – they’re found in toys, wallpaper, lubricating oils, cosmetics, and much more, but repeated exposure to phthalates carries potential hazards for the kidneys, liver, and lungs. In 2014, Novalis stopped using phthalates and developed the use of a

Displaying “Washed Concrete - Axel” from the Novalis Maybree Collection

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E.J. Welch Company | July 2020 | Introductory Edition

NovaFloor names E.J. Welch Distributor of the Year NovaFloor honored its distribution partners at a dinner and awards ceremony during the Surfaces Show in Las Vegas this January. There, NovaFloor announced E.J. Welch as the recipient of its 2019 Distributor of the Year Award. This award of distinction recognizes NovaFloor’s top distribution partner for continued partnership, with the best overall sales performance and excellence in 2019.

Keith Throm, E.J. Welch Vice President of Sales, and Erik Landry, NovaFloor Regional Sales Manager

bio-based plasticizer as a safe alternative in its flooring. All Novalis Innovative Flooring products are Eco+ 100% phthalates-free.

FLOOR FANS While this flooring has millions of fans worldwide, you’ll still find many customers new to the concept. Being more eco-friendly is becoming more and more important to the consumer. Especially, to the current generation of environmentally-conscious millennials.

Along with being environmentally responsible – which no one cares about if the products don’t work – you can show them how easy the Glue Down and Loose Lay are easy to install, clean and maintain. Plus they’re durable: they have to be walked on and danced on, have soda, grape juice, and ketchup spilled on them, and look good as new the day after.

There are still some maintenance tips to make sure your customers bear in mind; it’s a good idea to protect the flooring when moving or sliding heavy objects, for example. While you don’t need floor polishes to make it look great, advise your customers against using scrubbing brushes, tools, or vacuum cleaners with a beater brush during cleaning.

NovaFloor Director of Strategic Accounts Nate Hohenstein and Regional Sales Manager Erik Landry presented the award to E.J. Welch executive members Mitch Jolley, CEO, and Keith Throm, Vice President of Sales, who were both in attendance at the dinner.

“E.J. Welch is an ally that has shown continued commitment to our business.

2019 was a step in a new direction for NovaFloor and we’re excited to present this award to E.J. Welch for their partnership in driving NovaFloor forward” said Hohenstein.

Actually it’s much easier than that, the company recommends to just use a damp micro-fiber mop and water. About the best thing you can do for long-term maintenance is to encourage your customer to read the directions!

NovaFloor also offers choice – we all know it’s not wood, but it can look like many types of wood – the company’s Serenbe™ collection, for example, comes with the look of a dozen styles of woods including oaks, pines, and walnut.

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Weatherproof Rigid Core versions of the product can be safely installed in kitchens and bathrooms, and all versions of Serenbe have the enhanced protection of NovaShield against scratches, scuffs, stains, abrasions, and fading as well as antimicrobial protection.

The Rigid Core construction has some advantages over other types of LVP, for example it hides most common subfloor imperfections, making installation easier and ensuring a smoother finished appearance after installation. Rigid Core LVT is a floating floor that’s installed with a locking system – no adhesive needed. It also allows for the pre-attachment of an underlayment on some styles that helps soften sound and creates a cushion underfoot. Also, there’s less subfloor prep than with a flexible LVT.

ELITE FOR YOUR FEET In 2018, Nova launched its Elite Dealer Program which has grown to over 300 participants. To qualify, you must display the complete NovaFloor LVT line which includes the Abberly™, Davidson™, Birkdale™, NovaCore™, Lyndon™ and Serenbe collections. The program is expanding as time goes on; Novalis has recently rolled out several Elite Dealer initiatives, including special pricing, display support, digital promotion support, preferred designation on the NovaFloor.us website dealer locator, and continues to add benefits to the program.

Whether you’re Elite or not, a dealer who carries the product line gets the following benefits:

1. Glue down, loose lay and groutable installations for tiles, rectangles and planks 2. Stateside inventory for fast service and delivery 3. North American-based sales, marketing, technical and accounting services 4. NovaFloor® accessory package available including coordinating grouts, branded adhesives, and matching trims.

Pictured above: NovaFloor Flooring Design Center

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A product like this not only lets you be cool, but you can walk in luxury and do a good turn for the environment all at the same time. Nashville might not be churning out hit songs about LVT – not yet at least – but if you’ve got some boots made for walking, you can be sure the floor will hold up. Success is right underfoot.

E.J. Welch Company | July 2020 | Introductory Edition

LUXURY VINYL OFFERINGS

Wearlayer

Overall Guage

Installation

Wearlayer Type

N/A

5 MM

Float/Glue

G88 Ceramic

Elevations Concrete Alternatives

20 Mil

5 MM

Float/Glue

G88 Ceramic

Elevations Provence Woods

20 Mil

5 MM

Float/Glue

G88 Ceramic

Elevations Prima, Modern Ceramic, Tusk & Studio

20 Mil

5 MM

Float/Glue

G88 Ceramic

Elevations Concrete Alternatives 2.5 MM

20 Mil

2.5 MM

Glue

G88 Ceramic

Elevations AcoustX

20 Mil

5 MM

Float/Glue

G88 Ceramic

Elevations Loft

20 Mil

4 MM

Float/Glue

G88 Ceramic

R9

28 Mil

2.5 MM

Glue

G88 Ceramic

Formations Prodigy

20 Mil

3 MM

Glue

G55 Ceramic

Formations Alpine

12 Mil

2 MM

Glue

G55 Ceramic

Formations American Classic

8 Mil

2 MM

Glue

G55 Ceramic

Formations Big Sky

6 Mil

2 MM

Glue

Urethane

Formations Liberty

12 Mil

2 MM

Glue

Urethane

Luminations Supreme Versa

12 Mil

3.2 MM

Click

G55 Ceramic

Luminations Encore

20 Mil

5 MM

Click

G55 Ceramic

Luminations Velocity

12 Mil

5 MM

Click

G55 Ceramic

Aurora

6 Mil

2 MM

Glue

Summit

20 Mil

5 MM

Glue/Looselay

UV

Quarry

20 Mil

5.5 MM

Click

UV

Kareina Asento

20 Mil

2.5 MM

Glue

PUR

Lightwood

20 Mil

3 MM

Glue

PUR

Transcend™ Click

20 Mil

4 MM

Click

PUR

Transcend™ SureSet™

20 Mil

4.5 MM

Self-Adhesive

PUR

ProGen

20 Mil

5 MM

Click

PUR

NuGen

12 Mil

Click 4.5 MM, Glue-Down 3.5 MM

Glue/Click

PUR

I.D. Inspirations 55 | 70

28 Mil

2.5 MM

Glue

PUR

Access

6 Mil

2 MM

Glue

Urethane

Aloft

12 Mil

Click 3.2 MM, Glue-Down 2 MM

Glue/Click

Urethane

Commerical Glue Down

20 Mil

2.5 MM

Glue

Urethane

Commerical Loose Lay

20 Mil

5 MM

Loose Lay

Urethane

Lyndon

6 Mil

2 MM

Glue

Urethane

Lyndon HDC

6 Mil

3.2 MM

Click

Urethane

Maybree HDC

20 Mil

6 MM

Click

Urethane

NovaCore HPC

12 Mil

5 MM

Click

Urethane

NovaCore XL HPC

12 Mil

5 MM

Click

Urethane

Serenbe

12 Mil

2.5 MM

Glue

Urethane

Serenbe HDC

12 Mil

5.5 MM

Click

Urethane

CorkCore LVT

21.5 Mil

6 MM

Float

UV

Elevations Interwoven Tile

Raskin

Design by R Novus

Toli

Tarkett

Novalis

Expanko

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D

E.J. Welch Company | July 2020 | Introductory Edition

G

G55 Ceramic

# of Visuals

Fiberglass

FloorScore

Residential Warranty

Commercial Warranty

Size of Tiles

N/A

19.685” x 39.37”

9

•

•

Lifetime

N/A

36” x 36”

1

•

•

Lifetime

15 yrs

7.08” x 47.24”

N/A

5

•

•

Lifetime

15 yrs

7.08” x 47.24”

12” x 24”

23

•

•

Lifetime

10 yrs

N/A

36” x 36”

1

•

•

Lifetime

10 yrs

7.08” x 47.24”

N/A

5

•

•

Lifetime

15 yrs

7.08” x 47.24” | 9.25” x 59.25”

12” x 24”

18

•

•

Lifetime

10 yrs

4” x 36” | 7.08” x 47.24” | 9.25” x 59.25”

12” x 24” | 36” x 36”

22

•

Lifetime

20 yrs

4” x 36”

12” x 24”

20

•

25 yrs

10 yrs

7.25” x 48”

18” x 24”

16

•

20 yrs

8 yrs

6” x 36”

18” x 18”

8

•

15 yrs

7 yrs

6” x 36”

N/A

6

•

10 yrs

3 yrs

7.08” x 47.24”

N/A

8

•

20 yrs

8 yrs

5.9” x 36.8”

N/A

6

•

•

20 yrs

8yrs

8.97” x 59.84” | 7.08” x 48.03”

12” x 24”

12

•

•

25 yrs

10 yrs

7” x 47.75”

N/A

8

•

•

20 yrs

8 yrs

6” x 36”

N/A

5

•

10 yrs

3 yrs

7.25” x 48”

N/A

8

•

Lifetime

17 yrs

7.01” x 48.03”

N/A

10

•

Lifetime

17 yrs

4” x 36” | 7” x 48”

N/A

38

•

10 yrs

4” x 36” | 6” x 36”

N/A

24

•

10 yrs

5” x 37” | 7” x 48”

12” x 24”

24

•

Lifetime

10 yrs

6” x 36” | 9” x 48”

12” x 24” | 12” x 36”

24

•

Lifetime

10 yrs

7” x 60”

N/A

22

•

•

Lifetime

15 yrs

7” x 48”

N/A

10

•

•

Lifetime

10 yrs

6.56” x 39.37” | 7.87” x 48”

19.68” x 19.68”

30

•

6” x 48”

12” x 24”

14

•

15 yrs

5 yrs

6” x 48”

N/A

8

•

25 yrs

7 yrs

7” x 48” | 5”, 6”, 7” x 48”

12” x 24”

12

•

Lifetime

10 yrs

9” x 59.72”

18” x 36”

12

•

Lifetime

10 yrs

6” x 48”

12” x 24”

12

•

15 yrs

5 yrs

5.75” x 47.75”

N/A

8

•

•

15 yrs

5 yrs

5” x 59.75”| 7.75” x 59.75” | 7.75" x 71.75

15.75" x 31.75"

18

•

•

Lifetime

10 yrs

5.74” x 47.74”

N/A

8

•

Lifetime

10 yrs

8.74” x 59.45”

N/A

8

•

Lifetime

10 yrs

7” x 48”

12” x 24” | 12” x 36”

24

•

Lifetime

10 yrs

7” x 47.75”

11.75” x 23.75” | 11.75” x 35.75”

24

•

Lifetime

10 yrs

48.25” x 5.69”

N/A

12

25 yrs

15 yrs

Waterproof

Size of Planks

•

•

•

20 yrs

www.ejwelch.com

19

Dealer Focus

20

E.J. Welch Company | July 2020 | Introductory Edition

3rd Generation Co-owners Steve DeSitter and Tom Cunningham together have over 75 years of experience

Steve DeSitter

Tom Cunningham

L I V I N G Y O U R VA L U E S DeSitter's Century of Passion for Flooring Keeps it Well Grounded

By Jerry Rabushka

One hundred years is a long time to stay in business, let alone to remain at the top of its game.

DeSitter Flooring has ridden the wave of success since its inception because its owners have instilled strong core values into their team – but just as importantly, have lived it as well. Louis A. DeSitter arrived in the United States from Belgium in 1920 and got right to work, founding the company that bears his name. Since then, the company has installed over 150 million square feet – almost five and a half square miles – of flooring products. Currently, the company is headed by Louis’ grandsons Steve DeSitter and Tom Cunningham, who together have over 70 years’ experience in the business.

We caught up with Ken Holthaus, the company’s Director of Marketing and Business Development; to talk about some of the reasons he feels this company is a success. A lot

of it comes down to leading by example; the folks in charge get into the mix with everyone else.

“They roll up their sleeves, and are willing to get involved at every level of the business. They are not sitting in the office all day,” said Holthaus. “They are very passionate about the company and very protective of it.” Ken has known many establishments where the top brass is inaccessible and disinterested. “I’ve seen companies where the people at the top do not have the passion or direction to follow the same core values they ask of the people who work for them.” he said. “My experience working for Tom and Steve has been very different. It has been refreshing to see that there was nothing they would ask someone to do that they weren’t prepared to do themselves.”

Continued on the next page...

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21

“At this company,” he continued, each individual’s ideas are valued. “One of the biggest values here is that of teamwork and the sharing of information. Our Level 10 meetings allow everyone to have a voice and an opportunity to contribute,” he said.

We make it easy for people to communicate and feel like they are a part of something bigger. We become smarter as a team because through collaboration, we learn from one another.”

All this has earned DeSitter solid recognition over the years, they've been named Retail Flooring Dealer of the Year by the Chicago Floorcovering Association four times.

DeSitter is very grateful to their dedicated employees and to the CFA for their recognition over the years.

Working with Welch Working with EJ Welch also helps DeSitter stay in the limelight, as EJ Welch ensures that

They’ve been named DeSitter stays abreast Of course, customers of the most innovative Retail Flooring Dealer also get gold star treatment products and trends in at DeSitter.

Happy of the Year by the the industry. “We have a customers are the main strong relationship with EJ Chicago Floorcovering ingredient in any successful Welch,” said Ken. “Whether retail establishment.

Association four times. it is pricing or product, EJ “DeSitter Flooring takes Welch has stepped up to great pride in providing a the plate.” five-star experience for our customers, from start to E.J. Welch’s rep, Henry finish,” Ken states. “Our success is the result of Kim, believes DeSitter Flooring has earned passionate leadership and the conscientious its accolades. “DeSitter has a long history of service our team provides. providing exceptional service, focused on its customers’ needs,” said Kim. “In addition, We are dedicated professionals who strive they care for their employees, many of to be the best in customer service through whom have been with DeSitter for years and adherence to our core values, which include will be there for many more to come. They 1) serving everyone with integrity and care, 2) have the ability to transform themselves forward-thinking, 3) the pursuit of excellence with the times and to adapt to changing and 4) teamwork.” industry trends.”

22

E.J. Welch Company | July 2020 | Introductory Edition

DeSitter has been actively involved with their local communities for many years as well. They have supported many charitable organizations, including St. Jude Dream Home, The H-Foundation Cancer Research, Rotary International, Alzheimer’s Association, BEDS Plus, Legacy Guild, and Pillars. Giving back to the community is something DeSitter Flooring has been very passionate about. They believe it is important to reach out to those in need.

Dancing the night away Flooring trends change fast, and the surface we are dancing on today may go out of style right along with the “two-step” danced on top of it. DeSitter continues to remain current in flooring trends, right into their second century. Sales techniques and floor plans have changed considerably since 1920, and what worked for Louis A. DeSitter will not work for Tom and Steve. And what worked for

Steve and Tom when they each started in the company will not work for them today, which is why they continue to substantially invest in updating their showrooms, their training, and their process.

In spite of all the showroom updates, DeSitter Flooring believes that their people will always have the greatest impact on the company’s future. “Training in sales, product, and technology enable our sales force to provide a five-star experience for our clients,” says Ken. “What brings it all together are the core values that inspire our entire team.”

Continued on the next page...

We put our guns to the test!

Cleverly Designed Vigorously Tested Quality Assured

www.ejwelch.com

23

As things progress, and as we come out of the COVID-19 crisis, Holthaus sees construction trends shifting more toward remodeling rather than new home construction. He sees this already happening. “New home sales have decreased, and our builders are now focusing more on remodeling, in a very similar fashion to what we experienced back in 2008-09” says Ken.

Let’s Grab Lunch Prior to his current position at DeSitter Flooring, Ken’s marketing experience was in the custom window treatment industry. He met his wife through that work 23 years ago and her profession of interior design reignited his interest in home goods and design. Like many career changes, Holthaus joined the DeSitter team after an innocent lunch twenty years back. “At that time, I was working for a large publishing company as their advertising sales manager and was introduced to Tom and Steve, as they were clients of the publishing company. I met them for lunch one day and

24

offered my services as an outside marketing consultant. After approximately eighteen months, I was offered a position with DeSitter as their Director of Marketing and Business Development. This occurred in 2002, and I’ve been here ever since.”

Ken did not know the flooring industry like he knew the custom window treatment industry, so he got to work learning about the industry and about DeSitter. He did whatever it took to learn floorcovering from the ground up. Ken learned the flooring industry quickly, which enabled him to excel in his position. “I love the industry; I really enjoy and care about this company,” he said. “It makes my job easy because they have a great story. I just help tell it.”

E.J. Welch Company | July 2020 | Introductory Edition

www.ejwelch.com

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Vendor Focus

FROM THE GROUND DOWN

Taylor Adhesives Keeps Customers and Their Products Firmly in Place

By Jerry Rabushka The most majestic flooring in the world is fools gold if it won’t stay down, and while flooring adhesive isn’t the most romantic product in your inventory, it’s pretty darn important if someone’s going to have a love affair with their floor. There are a lot of challenges in creating this product – different installation situations, humidity over and under the flooring, the type of subfloor, the materials themselves… whatever issues arrive, no one wants to be “stuck’ with bad adhesives. Taylor Adhesives wants to make sure you’re not.

26

Seth Gladden, Director of Marketing and Commercial Business Development at Taylor Adhesives, was getting ready for the Surfaces Show when he had a chance to talk to us about what he believes sets Taylor apart – because what makes them stand out is what makes your floor stay down. For one, he said, Taylor keeps some great company. While a history of acquisition and selling off can destroy even the most beloved and trusted brands, it has served to make this one stronger. The company was founded 42 years ago by Wally Taylor, and after a journey through the vicissitudes of time and buyout, it joined the Meridian Adhesives Group in 2018 as one of several brands that… well… hold things together.

While Taylor does flooring, other companies

E.J. Welch Company | July 2020 | Introductory Edition

under the Meridian moniker deal with adhesives in disciplines such as medical, electronics, and concrete.

For example, one company makes glue that holds together the camera that goes in your body during surgery. Another is for concrete bridge repair with an adhesive that is stronger than the concrete itself.

" If they can keep a camera from falling into your large intestine, they can find a way to keep flooring material where it belongs. " These companies work together, and if they can keep a camera from falling into your large intestine, they can find a way to keep flooring material where it belongs. “We have begun integration with our sister companies, so all our technology is on a shared platform,” said Gladden.

by Greenguard, FloorScore and mindfulMATERIALS,” states Taylor. “Through thoughtful engineering, Taylor strives to play a necessary role in green building projects and the health of our people and planet.”

QUICK AND LEAN R&D MACHINE Not only that, says Seth, but they can find a solution quickly. “That’s another key that helps set us apart,” he says. “Let’s say someone comes in and says ‘there’s too much moisture on the floor, what can I do?’ Most of the time you’re not getting an answer, or it’s years away in R&D.” Taylor’s streamlined operations allow it to work fast to determine if, and how, it can solve the problem.

“We can receive a request and turn out results in a couple weeks and start getting samples. If you have a problem we’ll find you a solution and fast!”

Continued on the next page...

“We have the ability to be extremely agile with diverse chemistries that allow us to be problem solvers and solution partners to our customers.” If Taylor doesn’t have the answer at its fingertips, it can draw on the science of the other companies to imagine and design an adhesive.

“The manufacturer won’t know the problem unless they hear it from a dealer or flooring contractor,” said Gladden. “If a problem occurs, dealers or contractors can reach out directly to Taylor's technical team to address the concern and create a solution.”

A lot of R&D goes into sustainability as well, and the company reports that environmental concerns have been a top priority since its inception. “Most of Taylor’s products, including its entire Signature Line, are LEED contributing and have been certified

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RESOLUTE NOW FEATURING NO MOISTURE TESTING SKIP TESTING, START INSTALLING RH

100%

pH

14

MVER

N/A

Gladden is especially excited about Resolute®, which he labels a unique adhesive designed for resilient flooring. “No testing is required when you use Resolute,” he said. “You don’t have to go through construction delays testing your subfloor for moisture, moisture transmission or pH, you just put it on. It stops moisture transfer from attacking the flooring itself, and it inhibits mold and mildew growth.”

to make sure installation is done right from the git-go. “If someone is not used to our products, we go out and support that flooring contractor,” he said. “We send a tech out on site during the install to teach the crew how to use the product – and it’s free.” Installers can also call in and send photos for remote assistance. “We can diagnose issues in house, but we go on site whenever needed,” said Gladden.

A company facility in Dalton, Georgia provides training and meeting rooms for people in the industry and has specially designed chambers to provide a world’s worth of difficult climate conditions, so they test the symbiosis of flooring and adhesive. “We can test flooring and replicate install conditions anywhere in the country,” said Gladden. “We can mimic installs in the Arizona summer with low humidity, Miami where it’s hot but humid, or installing in Minnesota in the winter.”

It’s important, he notes, to be aware what

“Resolute’s safe, one-part chemistry makes it a faster, more install-friendly alternative to two-part epoxy systems,” the company describes. “Engineered for heavy rolling loads and challenging environments, Resolute’s waterproof design forms an unlimited moisture vapor barrier and can also take the punishment introduced by topical liquids.”

WALKING TOGETHER Gladden shared with us the company’s new slogan, “With You Every Step". Training, troubleshooting, installation help, whatever it is, they want to find the answers and work with whomever they need to in order to make sure the process is done correctly. Seth reports that the company doesn’t like to wait until things are pulling apart and popping off the floor it wants

28

happens before the flooring gets to the job site as well as after. “A big challenge in flooring is dimensional stability,” said Seth. “If you have a product sitting at 40 degrees in someone’s truck and they install it and the heat comes on, it can grow if the adhesive won’t hold it – it’s called doming. If it’s super hot, say you’re in Arizona

E.J. Welch Company | July 2020 | Introductory Edition

at 110 and you drop the AC to 70, it’ll shrink and you can get gapping. We can test for that; we can also introduce moisture or remove it above and below.”

SOLUTION INCLUSION About this time we called over to John Straw, Taylor’s Midwest Regional Manager to talk about the partnership with E.J. Welch.

Straw went straight for “solutions,” and said that EJ Welch is a great partner in making that happen.

For one, he said, E.J. Welch can distribute all the solutions in the Taylor product line. For two, Taylor tries to be tops in service, and working with Welch is part of how that happens. “With where they’re located, they are able to deliver quickly. In any situation, their service level is outstanding. If I’m a contractor looking for products that create solutions, I can get them.”

Continued, your E.J. Welch rep is willing to learn about product and pass that learnin’ along to you. “We do a lot of education with E.J. so the reps understand the products and can create solutions for different situations. What Taylor strives for most importantly, Straw cogitated, is reliability. “You can have two of the three.” Price won’t matter if the floor domes or gaps. “To me reliability is probably most important.”

Gladden concludes that you can count on them to be With You Every Step, and they take it to heart both in house and their partners and clients. “No matter what you’re facing we’re going to be there. Tech support, training in the field, customer service. Whatever your job is our touch point with, Taylor will be with you.”

Transform your projects from mundane to ONE OF A KIND Flexibility in design, pattern options and budget!

CARPET TILE www.ejwelch.com

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TAYLOR PRODUCT DATA COMPARISON RESOLUTE®

PINNACLE®

DYNAMIC®

VERSATILE®

STEADFAST®

RIDGELINE®

COVERAGE

150-260 ft2/gal

150-350 ft2/gal

90-350 ft2/gal

150-350 ft2/gal

220-300 ft2/gal

20-70 ft2/gal

BOND TYPE

Permanent, Waterproof

Permanent, Waterproof

High-strength, Waterproof

Repositionable, Water-resistant

Aggressive, Waterresistant

Permanent, Waterproof

INSTALL TYPE

Wet-set

Dry/ semi-wet

Dry/ semi-wet

Dry-set

Dry-set

Wet-set

MOISTURE PROTECTION

Yes

No

No

No

No

Yes

99%

99%

95%

90%

12 lbs

12 lbs

10 lbs

8 lbs

5-12

5-12

5-10

5-9

RH

MVER

pH

*NTR

(100%)

*NTR

*NTR

(5-14)

*NTR

(100%)

*NTR

*NTR

(5-14)

OPEN/DRY TIME

0 min

**30-60 min

**30-60 min

30-60 min

30-60 min

0 min

WORKING TIME

45 min

**3 hrs

**12 hrs

24 hrs

24 hrs

45 min

CURE TIME

6 hrs

12 hrs

12 hrs

24 hrs

24 hrs

12 hrs

LIGHT TRAFFIC

3 hrs

**0 min

**0 min

0 min

0 min

6 hrs

HEAVY TRAFFIC

4 hrs

24 hrs

24 hrs

24 hrs

24 hrs

6 hrs

HEAVY LOADS

8 hrs

48 hrs

48 hrs

N/A

48 hrs

N/A

*NTR = No Testing Required **Data reference PSA usage only. See technical data sheet for complete details.

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E.J. Welch Company | July 2020 | Introductory Edition

IRONWOOD®

ASPEN®

AGILE®

SAHARA®

ZEPHYR®

ENHANCE®

FINALE®

20-70 ft2/gal

20-70 ft2/gal

50-180 ft2/gal

up to 120 ft2/gal

200-350 ft2/gal

up to 250 ft2/gal

4" Base: Up to 280 lf/gal

Permanent, Waterproof

Permanent, Waterproof

High-strength, Waterresistant

N/A

N/A

N/A

High-strength, Waterresistant

Wet-set

Wet-set

Wet-set

Trowel

Roller

Roller

Trowel/Tip

Yes

Yes

No

Yes

Yes

No

No

95%

90%

90%

*NTR (100%)

93-95%

90%

N/A

15 lbs

10 lbs

8 lbs

*NTR

10-15 lbs

8 lbs

N/A

*NTR

(5-14)

*NTR

(5-14)

5-9

*NTR

(5-14)

*NTR

(5-14)

*NTR

(5-14)

N/A

0 min

0 min

15-60 min

N/A

N/A

N/A

0 min

45 min

45 min

15-120 min

N/A

N/A

N/A

30 min

12 hrs

12 hrs

12 hrs

8 hrs

1-2 hrs

1-2 hrs

12 hrs

6 hrs

6 hrs

12 hrs

N/A

N/A

N/A

N/A

6 hrs

6 hrs

24 hrs

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

*NTR = No Testing Required

www.ejwelch.com

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AVAILABILITY THROUGH A CLICK E.J. Welch introduces its B2B E-Commerce Website https://store.ejwelch.com/

Multiple Users

E.J. Welch is proud to introduce our latest offering. It is not another LVT, patch product, or tool, but rather an entirely new way to order your products, and service your account. For the past several months E.J. Welch has been quietly developing and testing a groundbreaking new online store that will give you all the flexibility of ordering products, check prices or managing your account. We are proud to announce the E.J. Welch Ecommerce Store.

It is often said that the flooring industry is slow to change, but at E.J. Welch we are bringing our customers the newest way to interact with the organization. The E.J. Welch online store will allow an ease to ordering that customers have come accustomed to today in every other part of their lives.

account representative. The search function is innate and will guide you to the product that you are looking for.

Just browsing? A user can search by product type or even manufacturer. Know exactly what you are looking for? You can find the product by name or item number. No E.J. Welch is excited to launch matter the level of product our E-Commerce store. This knowledge, you will be able convenient, easy to use destination to easily find and price any lets you place orders, check product that E.J. prices and manage your account Welch offers. information. Even if you are a team of two, or 20, we can customize There are additional your experience so each team tools that will allow you to member can manage their orders. quickly find the products

New at E.J. Welch

E.J. Welch began developing the idea of an online store as a way to allow customers the freedom to place orders at any time and to check on pricing and availability of their favorite products. E.J. Welch has had a handful of customers using the site as beta testers and the feedback has been incredible.

Customers have raved over the ease of use, information available, and the intuitive search functions.

E.J. Welch understands that business is often done outside of normal working hours. The online store allows our customers to place orders from the office or home without the need to call their local branch or

32

Create multiple logins for each of your employees on your account

you are looking for. One such function is called the Quick Pad. Quick Pad allows you to quickly add to your cart without having to search through pages and pages of products. If you know the product ID, UPC, vendor name, or description you can use the Quick Pad to add products to your cart even faster.

Do you have a list of products that you are constantly in need of?

Continued on the next page...

E.J. Welch Company | July 2020 | Introductory Edition

Check Pending Orders

Reorder Pad

Check on quotes, open orders, and current invoices. Conveniently search by PO or release #

Quickly reorder frequently bought products at the click of a button

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The Favorite Groups function allows you to create groups based off a project you are working on, by manufacturer, by price, or any other need you have. Simply search for a product that you need and when you find it click the star next to the product name.

The Quick Pad function allows you to copy and paste your list from an Excel sheet directly into the store. Don’t want to copy and paste?

With the File Upload option in Quick Pad you can simply upload your Excel document with amount and product information and the site will add the products to your cart. No searching necessary!

The Reorder Pad is another tool to make the task of ordering products from E.J. Welch as simple and painless as possible. This function will allow you to look back at your most frequently purchased products and allow you to add those products to your cart with the click of a button. From here you can sort your recently purchased items by description, manufacturer, popularity or even price.

If you are looking for a way to sort and categorize the products you need you can use the store’s Favorite Groups function. You can create groups for any description or project. The Favorite Groups function allows you to create groups based off a project you are working on, by manufacturer, by price, or any other need you have. Simply search for a product that you need and when you find it click the star next to the product name. If you have multiple favorites the

34

system will ask you which file you would like to add it to.

A main problem with other distributors online stores is that they fail to allow multiple users from a single customer. The E.J. Welch store allows for multiple employees to have individual log in credentials all under the same store name.

This allows for multiple buyers to search the online store and even set up individual groups, favorites, and even carts if they are all working on separate projects.

More often than not buyers are working on more than one project at a time. E.J. Welch’s online stores allows for individual users to have multiple carts running at once. This will allow you to switch back and forth between projects and add only the products you need to the project you are working on.

Make a mistake and add the wrong product to the wrong cart? You can simply transfer the product from one cart to another in the view carts screen.

E.J. Welch is working to make its online store into a one stop self service location for all your needs. Because of this we allow you to look up account information directly from the

E.J. Welch Company | July 2020 | Introductory Edition

site. Under the account tab you will be able to search past invoices, check payment history, and even check your credit limit and remaining credit balance. Are you the owner of a store and don’t want your employees to see your account information? Not a problem! Simply request a separate password for the account section and your employees will be able to use all the functionality of our site without having access to the account section. You can also see and check on pending orders from the account screen.

E.J. Welch understands that some customers still want to call orders in to a branch or come to the counter to order. The online store is even helpful for them! Some customers simply like to use the store to price items out or get product information including size, weight, and quantity.

No more calling the branch or your account representative to get product information!

Some of our customers have special pricing for certain products. If you have negotiated special pricing with your account representative, then that pricing will be reflected in the online store.

E.J. Welch is always adding new functions and features to their online store and will soon have the ability to make payments, request an increased credit limit or contact your account representative directly from the site. E.J. Welch is always listening to their customers and is eager to listen to feedback to change and adapt the store to make it the best online shopping experience for our customers.

E.J. Welch is excited to offer this new and dynamic way of doing business to all of our customers. If you are interested in trying out the store for yourself contact your E.J. Welch account representative or email ejw.store@ejwelch.com.

Quick Pad allows you to quickly add to your cart without having to search through pages and pages of products. If you know the product ID, UPC, vendor name, or description you can use the Quick Pad to add products to your cart even faster.

www.ejwelch.com

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