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Helping Customers Understand Waterproof Flooring

What Can an Employer Do About Legal Marijuana Use?

The idea is not to live forever, but to create something that will.

Andy Warhol

Growing Your Flooring Business with the “Aging in Place� Movement


The Floor Covering Industry’s Philanthropy

Help Your Fellow Man

The Floor Covering Industry Foundation supports individuals who have dedicated their careers to the floor covering industry, when they are figh�ng the hardest medical ba�les of their lives.

Meet The Majors. Residents of Menlo, Georgia, Nancy and Frank Majors have been married for 50 years. Frank always had a strong work ethic and was employed as a machine operator and mechanic at carpet manufacturing plant for 33 years. Now re�red, he was recently diagnosed with end-stage Chronic Obstruc�ve Pulmonary Disease (COPD), which is a disease of the lungs. Soon a�er Frank's diagnosis, Nancy found out she has squamous cell skin cancer. With both out of work and increasing medical bills, they faced financial despair. Nancy shared, “We do without simple pleasures and luxuries just to be able to handle the bills. We do the best we can.” Unfortunately, it proved to be more than they could handle with their limited income. The grant provided by the Floor Covering Industry Founda�on helped them afford basic living expenses, health insurance premiums, and hospice care each month. “The Founda�on has taken away a lot of our worries,” Nancy noted, “We are very grateful.” Know someone in need or want to Give?

Visit fcif.org, call 706.217.1183, or email info@fcif.org.


Q1 2019

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The Power of Legacy Scott Humphrey, CEO, WFCA

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Managing the Customers Perceptions Tom Jennings, VP Professional Development, WFCA

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Marijuana: What Can an Employer Do About Legal Marijuana Use? Jeffery W. King, Outside General Counsel for the WFCA

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Helping Customers Understand Waterproof Flooring Categories

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MagneBuild is the Answer A Premier Flooring Retailer Exclusive

Art Select Reclaimed Chestnut by Karndean Designflooring.

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Domotex USA Education Raises the Bar A world-class education offering for attendees

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The “Aging in Place” Movement Helps Flooring Stores Grow their Business Lisbeth Calandrino

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Are We There Yet? Phil Zolan, Executive Director fcB2B, World Floor Covering Association

36 The Floor Covering, Stone, and Tile Market Industry Engages at The International Surface Event 2019 42

How A Measuring App Can Transform Your Flooring Business Steven Wang, CEO and founder of Measure Square

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What are Your Hidden Opportunity Costs? Chad Ogden, QFloors President/CEO

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ASTM F2170 Update Makes Concrete Moisture Testing Faster Than Ever Jason Spangler, Wagner Meters’ Flooring Division Manager

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Struggling to Run Your Business with Inadequate Software? Here’s What You Need to Know Kelly Oechslin, Rollmaster

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The Six Pillars of Relevance and Success

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Keep Learning — Stay Successful RJ Petersen, Director of Training RFMS, Inc.

Premier Flooring Retailer | Q1 2019

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TAKING THE LEAD

The Power Of Legacy

I

Scott Humphrey CEO, WFCA

n the twenty plus years that I have been writing articles on leadership and human behavior, I have grown more convinced that many if not most leaders place their focus and utilize their energy in the wrong places. It is not that their efforts are not getting a return, but the return is temporary and cannot sustain the success of the business or create long term contentment. I am convinced that in order to have an impact today and to be confident that impact will endure, we must be focused on our legacy. After all, we will all leave a legacy. The question is, “What kind of legacy will you leave?” I was recently reminded of a song by Dan Fogelberg called “The Leader of The Band.” Its lyrics are somewhat haunting to me as I have reached that point in my life where I am motivated not so much by the here and now, but by the permanency of my actions. I remember vividly the first time I really listened to the chorus of that song. My grandpa had passed away, and my family was driving from Georgia to Oklahoma for the funeral. As we rode along, my mom, an angel and the rock for our family, was sitting quietly remembering the impact of her father’s good life. Fogelberg’s song came on the radio and she began to cry. It wasn’t until the second chorus that I began to understand what had spurred the tears. The chorus says: The leader of the band is tired and his eyes are growing old But his blood runs through my instrument, and his song is in my soul My life has been a poor attempt, to imitate the man I am a living legacy of the leader of the band. I’m just a living legacy of the leader of the band.

You have likely heard me say, “What got you there, won’t keep you there.” The business climate is changing.

There is so much truth in those words. The only impact you can have that will truly out live you is the investment you make in others. Webster’s’ defines legacy as — something transmitted or received from a predecessor or ancestor. We often consider legacy as the impact of today’s actions on future generations, but a legacy that will impact one day must be made today. When thinking about your legacy, I challenge you to consider the following points: Legacy is not about power or position — it is about people. The easiest way to create a legacy is to invest in others. Those influenced will in turn invest in others. This allows your impact to multiply. Let’s face it, we are a by-product of those with whom we have interacted — those who have impacted and influenced our lives for the good or bad. In my position as CEO of the WFCA, I have been blessed to interact with many key leaders in and outside of the flooring industry. Many of those influencers have impacted my life. I carry their legacy with me everywhere I go. Still others are more enamored with their title

2 Premier Flooring Retailer | Q1 2019


One of the great advantages of being focused on your legacy is that it causes you to look beyond yourself. and/or position than they are in making a difference in the lives of those with whom they interact. I know I have said it before, but let me drive this point home — great leaders aren’t created from great titles. To those whom much is given much is required. If you are blessed enough to have a position of authority, you should use that position to positively impact as many lives as possible. Legacy is about investment and influence — Great leaders will always commit their time to grooming the next generation of influencers. They inherently understand that an investment in the development of their families, employees, and others within their communities is a privilege and a responsibility. I am continuously amazed at how many people fail to read, attend training classes, and invest in bettering themselves. You can’t lead someone where you haven’t been. An investment in your own skills will set the standard for those who look to you for guidance. Influence kicks in when you personally invest yourself in encouraging others and holding them accountable to the change that is possible for them and in them. Training is readily available in our industry including through the WFCA University where you can find online courses on selling, product knowledge, leadership, and back office management. Our CFI Division offers expert training on skills specific to the installation trade. Other industry organizations provide expert training in knowledge and product specific areas. It is important to remember that your legacy is not only created by your utilization of such training, but by your willingness to use your influence to encourage others to improve. This along with your

willingness to hold them accountable to a higher standard can ultimately be life changing. Legacy is not about you — lets face it, at our core, most of us do what we do because we want to do it. We aren’t bad people, but there is a selfish nature in each of us that tends to drive our decision making. One of the great advantages of being focused on your legacy is that it causes you to look beyond yourself. In fact, by focusing on your legacy you will improve the way others see you today while impacting those who will continue on when you are no longer here. The power of legacy is in its continued impact. It is indeed an investment that will outlive you. The greatness of legacy is that it changes the one who is focused on it. That is right. By diverting your daily attention away from simply existing, you are likely to become a better listener, a more caring and compassionate person, a risk taker, and a difference maker. Will you join me in making 2019 the year that you are focused not solely on the here and now, but on the power of your legacy? After all, some day someone may think of you when they hear the words from Dan Fogelberg’s song: The leader of the band is tired and his eyes are growing old But his blood runs through my instrument, and his song is in my soul My life has been a poor attempt, to imitate the man I am a living legacy of the leader of the band. I’m just a living legacy of the leader of the band. ❚

Legacy is not about power or position — it is about people. The easiest way to create a legacy is to invest in others. Those influenced will in turn invest in others. This allows your impact to multiply. Premier Flooring Retailer | Q1 2019

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Thank you to all of our Associate members for your continuing support of the WFCA and our industry.

Distributors:

Abbey Carpet Company Inc Naples Bonita Springs, FL www.abbeycarpetandfloor.com Abraham Linc Bridgeport, WV www.abrahamlinc.com Add Floor Inc. Pomona, CA Adleta Corp Carrollton, TX All Tile Inc / Carpet Cushions & Supplies Wood Dale, IL www.alltile.com Allwood Floors Portland, OR www.allwoodgrp.com

Raskin Industries Deerfield Beach, FL www.raskinind.com

Versatrim, Inc Henderson, NC www.versatrim.com

Regal Hardwoods, Inc. Carrollton, TX www.regalhardwoods.com

Winkelman Sales Inc Buffalo, NY www.winkelman-sales.com

Mathews & Parlo Calhoun, GA

Republic Floor Commerce, CA www.republicfloor.com

YSS Flooring North America, Inc Dallas, TX

Emilamerica, Inc Dulles, VA www.emilamerica.com

Mediterranea Doral, FL www.mediterranea-usa.com

Rubio Monocoat Usa, Llc Spicewood, TX www.rubiomonocoatusa.com

Everbright Flooring Hayward, CA www.everbrightflooring.com

Melmart Distributors Inc Mississauga, ON www.melmart.com

Saxony Distributors, Inc Lake Worth, FL www.saxcarpet.com

Fibreworks Corp Louisville, KY www.fibreworks.com

Mj Sturgess & Co P Ltd Mansfield, QLD

Schonox Florence, AL www.hpsubfloors.com

American Oem Burns, TN

Sem Group Dalton, GA www.semgroup.us

Amorim Industrial Solutions Trevor, WI www.amorim.com

Silvaris Corporation Seattle, WA www.silvaris.com

Artistic Finishes, Inc, Roseville, MN www.artfinishes.com

Sino Nature Floors Inc Walnut, CA www.sn-flooring.com

Beauflor Usa Llc White, GA www.berryalloc.com

Slcc Enterprise Inc City Of Industry, CA www.slccwoodflooring.com

Beno J Gundlach Co Belleville, IL www.benojgundlachco.com

Nova Distinctive Floors Carson, CA www.novafloorings.com

Sound Seal / Impacta Flooring Division Agawam, MA http://www.soundseal.com

Better Tools Centerville, OH www.better-tools.com

Optimum Technologies, Inc. Cartersville, GA www.otitech.com

Stanton Carpet Calhoun, GA www.stantoncarpet.com

Patina Design, Inc Pomona, CA

Stanza International Llc Chino, CA www.stanzawholesale.com

Macro Universe Enterprises O/A Fuzion Flooring Mississauga, ONT www.fuzionflooring.com

Dekorman Inc Pomona, CA www.dekorman.com EJ Welch Company Earth City, MO www.ejwelch.com Elegance Exotic Wood Flooring Fontana, CA elegancewoodflooring.com

Masters Lumber & Hardware Sunrise, FL www.masterslumber.com

First Source Distribution Ontario, CA

Ms International, Inc Orange, CA www.msistone.com

Goton Tiles Inc Fullerton, CA

Muchsee Wood Co, Ltd Rome, GA

Ark Floors Inc South El Monte, CA www.ark-floors.com

Happy Feet International Ringgold, GA www.happyfeetint.com

Nance Carpet & Rug, Inc Calhoun, GA www.nancecarpet.com

Bboss Inc Norcross, GA

Hereford Imports Costa Mesa, CA www.herefordimports.com

Nature Flooring Industries, Inc Somerset, NJ

Arizona Tile Tempe, AZ www.arizonatile.com

Bedrosians Fresno, CA www.bedrosians.com Braxton-Bragg, LLC Knoxville, TN Bullet Tools Hayden, ID www.bullettools.com Cal-Flor Accessory Systems Oroville, CA www.cal-flor.com Cali Bamboo San Diego, CA Carlton Hardwood Flooring Compton, CA carltonhardwoodflooring.com

Herregan Distributors, Inc Eagan, MN www.herregan.com Home Legend, Llc Adairsville, GA www.homelegend.com International Wholesale Tile, Llc Palm City, FL www.iwttesoro.com J. J. Haines & Co, Inc Glen Burnie, MD www.jjhaines.com

Patriot Timber Products, Inc Greensboro, NC www.patriottimber.com

Kaleen Rugs Inc Dalton, GA www.kaleen.com

Plyquet Of America Inc Costa Mesa, CA www.plyquet.com

Cavan Carpets Warminster, PA

Kane Carpet Calhoun,GA www.kanecarpet.com

Cfl Flooring Ltd. Douglasville, GA www.chinafloors.com

Kertiles Llc Doral, FL www.kertiles.com

Chungsting Inc. Dba Parliament Floors Ontario, CA www.parliamentfloors.com

LA Hardwood Flooring Inc Pacoima, CA

Dalton Carpet Mart Dalton, GA www.daltoncarpetmart.com Ddccc Global Sourcing, Inc Elk Grove Village, IL

L.W. Mountain Hardwood Floors, Inc Elgin, IL www.lwmountain.com Legno Bastone, Inc Naples, FL www.legnobastone.com

4 Premier Flooring Retailer 2019 Add your voice. Visit| Q1 wfca.org

Next Floor, Inc Conestogo, ON www.nextfloor.net

Power Dekor North America Pointe-Claire, QC www.powerdekorna.com Prestige Mills Syosset, NY

Starnet Commercial Flooring Inc Darien, CT www.starnetflooring.com Stevens Omni Inc Mississauga, ON www.stevensomni.com Sunnyville Flooring Brooklyn, NY www.sunnyvilleflooring.com

Primco Limited Calgary, AB www.primco.ca

Tecsun Building Products City Of Industry, CA www.tecsunflooring.com Triforest Inc Markham, ON

R C Vinyl Inc City Of Industry, CA www.rcvinylus.com

Troxell Usa Huntington Beach, CA www.troxellusa.com

Radici Usa Spartanburg, SC www.radiciusa.com

Twelve Oaks Forest Product Inc Markham, ON www.twelveoaks.ca

or call 855.330.1183 to become a member today.

Manufacturers:

Alpha Professional Tools Oakland, NJ www.alpha-tools.com American Biltrite Niagara Falls, ON www.american-biltrite.com

Boen Hardwood Flooring Daytona Beach, FL www.boen.com Bostik, Inc Wauwatosa, WI www.bostik-us.com Congoleum Corp Mercerville, NJ www.congoleum.com Crain Cutter Co, Inc Milpitas, CA http://craintools.com Crossville, Inc Crossville, TN www.crossvilleinc.com Custom Building Prod Huntington Beach, CA custombuildingproducts.com Dalian Shumaike Floor Manufacturing Co., Ltd Jinzhou District, DALIAN www.shumaike.cn Dal-Tile Corporation Dallas, TX www.daltile.com


Dongshin Polymer Co. Ltd. Hongseong-Gun, Chungnam Diversified Foam Products, Inc Swedesboro, NJ http://diversifiedfoam.com The Dixie Group Dalton, GA www.thedixiegroup.com Dmx Plastic Ltd Brampton, ON Dritac Flooring Products Llc Clifton, NJ www.dritac.com

Magnetic Building Solutions Dalton, GA magneticbuildingsolutions.com

Somerset Hardwood Flooring Somerset, KY www.somersetfloors.com

Creating Your Space San Rafael, CA www.creatingyourspace.com

Pacific Solutions Software San Diego, CA www.pacific-solutions.com

M-D Pro Mississauga, ON www.loxcreenflooring.com

Southwind Carpet Mills Dalton,GA www.cherokeecarpet.com

Dta Usa Group, Inc Livermore, CA www.dtausagroup.com

Painters & Allied Trades Lmci Hanover, MD www.lmcionline.org

Mercer Abrasives Ronkonkoma, NY www.mercerabrasives.com

Tarkett Solon, OH

E-Z Cut, Inc Winnipeg, MB www.ezcut.com

Qfloors South Jordan, UT www.qfloors.com

Earthwerks Houston,TX www.swiff-train.com

RFMS, Inc Tuscaloosa, AL www.rfms.com

Emily Morrow Home Dalton, GA

Riveroaks Usa Trading Inc Houston, TX www.riveroaksfloor.com

Taylor Dalton, GA TEC Aurora, IL www.tecspecialty.com Titebond Columbus, OH www.franklininternational.com

Mohawk Industries Calhoun, GA www.mohawkflooring.com

Foam Products Corporation Calhoun, GA www.foamproducts.com

National Flooring Equipment Minneapolis, MN www.nationalequipment.com

Forbo Linoleum, Inc Hazle Township, PA

National Metal Shapes, Inc Delaware, OH www.nmsi.com

Foss Manufacturing, Llc Rome, GA www.fossmfg.com

N-C Carpet Binding Equipment Newark, NJ http://n-ccarpet.com

Futura Industries Clearfield, UT www.futuraind.com

Nourison Rug Corp Saddle Brook, NJ www.nourison.com

Future Foam Middleton, WI www.futurefoam.com

Novalis Innovative Flooring Mooresville, NC www.novalis-intl.com

Graf Brothers Flooring South Shore, KY www.grafbro.com

Patriot Mills Adairsville, GA

Johnson Premium Hardwood City Of Industry, CA www.johnsonhardwood.com ,

Phenix Flooring, Llc Dalton, GA www.phenixflooring.com Ppg Pittsburgh, PA Preverco Inc Saint-AugustinDe-Desmaures, QC http://preverco.com Protect All Flooring Oscoda, MI www.protect-allflooring.com

Roomvo Toronto, ON

FCA Network Shorewood, IL www.fcanetwork.com

U S G / United States Gypsum Chicago, IL www.usg.com

Flooring Success Systems Montrose, CO www.richfloordealer.com

Siena Tile & Stone Installation Corona, CA www.omega-products.com

Ua Wood Floors, Inc Douliu City, Yunlin County www.uafloors.com

Homeowners Marketing Services, Inc North Hollywood, CA www.homeown.org

Stauf Usa Llc Cordova, TN www.staufusa.com

Ultimate R B Mcminnville, OR www.rbrubber.com W.F. Taylor Co, Inc Fontana, CA www.wftaylor.com

Welspun Flooring Ltd Kondaour Hyderabad www.welspun.com Wickham Hardwood Flooring Wickham, QC www.wickhamhardwood.com Zamma Corporation Orange, VA http://zamma.com Zhejiang Layowood Industry Co, Ltd Jiaxing, Zhejang http://www.layowood.com

Suppliers:

Accu-Cut Tavares, FL carpetcuttingmachine.com Alliance Flooring, Inc Chattanooga, TN www.carpetspluscolortile.com

Protecto Wrap Company Denver, CO http://protectowrap.com

Arrow Fastener Co, Llc Saddle Brook, NJ

Lonesome Oak Trading Co Eton, GA

Qep Co, Inc Boca Raton, FL www.qepcorporate.com

Aya Associates Inc Maitland, FL www.comp-u-floor.com

MAPE Corporation Deerfield Beach, FL www.mapei.com

Quality Craft Ltd Amherst, OH www.qualitycraft.com

MP Global Products, Llc Norfolk. NE www.quietwalk.com

Sawmaster Diamond Tools, Inc Riverside, CA http://sawmaster.com Shelmarc Carpets Dalton, GA www.shelmarccarpets.com

Becklers Carpet Outlet Dalton,GA wholesaleflooringspecials.com Cfloo Beijing, BEIJING www.cfloor.net

Lico U.S. Neenah, WI

Expanded Technologies Kenosh, WI

Torlys Inc Mississauga, ON www.torlys.com

Wego International Products Great Neck, NY southmountainflooring.com

Nox Us Llc Seocho-Gu, SEOUL www.noxprime.com

Hallmark Floors, Inc Ontario, CA www.hallmarkfloors.com

Laticrete International, Inc Bethany, CT www.laticrete.com

Oasis Wood Flooring City Of Industry, CA www.oasiswoodflooring.com

Miracle Sealants Company Arcadia, CA http://miraclesealants.com

Fluent Floors Salt Lake City, UT www.fluentfloors.com

Kdf Co, Ltd Chungham www.ikdf.co.kr

Couristan, Inc Ft Lee, NJ http://couristan.com

Milliken & Company Lagrange, GA www.millikencarpet.com Associate Manufacturer

Engineered Floors Llc/ Dream Weaver Carpet Ind Inc Dalton, GA www.dwcarpet.com

Karndean Design Flooring Export, PA www.karndean.com

Sika Corporation Lyndhurst, NJ www.usa.sika.com

Metroflor Corp Norwalk, CT www.metroflorcorp.com

Emser Tile & Natural Stone Los Angeles, CA www.emser.com

Joy Carpets & Co Fort OglethorpeGA http://joycarpets.com

MSM Industries Smyrna, TN www.msmind.com

Chameleon Power, Inc. Novi, MI

I4F Licensing B.V. Eindhoven, NB innovations4flooring.com Iicrc Las Vegas, NV www.iicrc.org Inhaus Surfaces Limited Vancouver, BC http://inhaussurfaces.com Innovation Engineering Group Alexandria Bay, NY www.flexifelt.com Inspect Solutions Wilton Manors, FL www.inspectsolutions.com Kd Floors Anaheim, CA www.kdwoodflooring.com Kerridge Commercial Systems Cary, NC http://dancik.com Konig North America, Llc Philadelphia, PA www.konigtouchup.com Lignomat Usa, Ltd Portland,OR http://www.lignomat.com Maple Leaf Lamisol Corp Bolton, ON Marquis Industries, Inc Chatsworth, GA bestbuyflooringsource.com Measure Square Corp Pasadena, CA www.measuresquare.com Michaels Carpet, Inc Calhoun, GA www.michaelscarpet.com

Sherwin- Williams Cleveland, OH

Sunco Hardwood Flooring, Inc Naperville, IL www.suncofloors.com Surface Shields, Inc Tiney Park, IL www.surfaceshields.com Tego Systems Corp. Buford, GA www.floordot.com Telenotes, Inc Murray, UT Textile Management Systems Hammond, LA www.rmaster.com Tramex, Ltd County Wicklow, Kilmacanogue www.tramexmeters.com Traxx Corporation Pomona, CA www.traxxcorp.com Trimaco Morrisville, NC www.trimaco.com U S Floors Dalton, GA www.usfloorsllc.com Urban Floor City Of Industry, CA www.urbanfloor.com Vinyl Trends Kitchener, ON www.vinyltrends.com Wagner Meters Rogue River, OR www.wagnermeters.com Willis Insurance Services Of California Irvine, CA www.willis.com

Xpress Global Systems National Applied Construction Chattanooga, TN Products, Inc www.xgsi.com Akron, OH www.NACproducts.com Premier Flooring Retailer | Q1 2019

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How can the WFCA Help Your Business?

A

s the voice of the flooring industry for almost 60 years, the World Floor Covering Association continually strives to identify and improve areas where our industry impacts the professional flooring dealer. Membership matters. Your membership is paramount to our ability to positively impact our industry. It is the foundation of our mission. With your voice, our advocacy efforts on Capitol Hill have power and we are able to fight the large fights that affect your business every day. Scott Humphrey, CEO, WFCA With a foundation focused solely on the success and advancement of the flooring retailer, the WFCA is dedicated to the success of our members and our industry. From proprietary research and education to industry leading advocacy on issues that threaten our industry, the WFCA is your voice, your support, and your resource. What does the WFCA do for YOU every day? ● Access to CFI technical support ● Up to $500 trade scholarship ● Driving legislation that helps your bottom line ● Proprietary research to give you an edge ● Access to legal and business primers including “Contracts” and “Independent Contractor Primer” — thousands of dollars in legal work free to our members ● Deep discounts on unique training and fcB2B business software ● Support for your staff and yourself in times of need with FCIF. And much more... Bottom Line: Member Benefits. Education. Advocacy. Research. Technology. Philanthropy. Your Voice. Your Support. Your Resource. Your WFCA Learn more at wfca.org or call 855.330.1183 to become a member today.

6 Premier Flooring Retailer | Q1 2019

A Special “Thank You” to all the manufacturers and their marketing departments who provided outstanding editorial to make this publication a success. Publishing Staff Margo Rodgers Locust, Publisher Karen George, Managing Editor Lisbeth Calandrino, Associate Editor Stan Michelson, Communications Director Barry Briskman, Senior Copy Editor Ray Stewart, Production Manager Toelke Associates/Ron Toelke, Creative Director Editorial and Advertising Offices: Fabulous Floors Magazine, LLC Phone: 678-761-5002 | Email: Margo@pfrmag.net Columnists Annette Callari, Leah Gross, Lisbeth Calandrino, Paul Friederichsen, Jeffrey King, Brett Miller, Tom Jennings, Scott Carothers, Chad Ogden, Scott McGillivray WFCA Scott Humphrey, Chief Executive Officer Tom Jennings, Vice President, Professional Development Freida Staten, Vice President Marketing + Communications Steve Abernathy, Chief Financial Officer Kay Wiley, Executive Assistant to the CEO The World Floor Covering Association (WFCA) Phone: 855-330-1183 | Email: wfca@wfca.org Premier Flooring Retailer is a joint initiative of the World Floor Covering Association and Fabulous Floors Magazine, LLC. Copyright© FABULOUS FLOORS MAGAZINE and WFCA 2018. All rights reserved. No portion of this publication may be reproduced in any way without written consent from Fabulous Floors Magazine, LLC or the WFCA. Change of Address: in order to ensure the uninterrupted delivery of Premier Flooring Retailer, notice of change should be made at least 5 weeks in advance. Premier Flooring Retailer is published quarterly in print by Fabulous Floors Magazine, LLC located at 995 Main Street, Andrews, NC 28901 and the World Floor Covering Association located at 855 Abutment Road, Suite 1, Dalton, GA 30721. Postmaster: Please send address changes to WFCA, 855 Abutment Road, Suite 1, Dalton, GA 30721.


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Premier Flooring Retailer | Q1 2019

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IT’S YOUR UP

Managing the Customers Perceptions

M

Tom Jennings VP of Professional Development Tom Jennings is a lifelong member of the flooring business. Since selling his family’s retail business in 2006, he has served the industry as an educator

uch has been written about why people buy from large regional or national stores instead of from local vendors — who often have a greater knowledge of both the products offered, as well as the environment in which they are to be installed in. Many dealers mistakenly feel what they “have to say” will trump whatever the giant store down the street may have to offer. What they often fail to remember is most of the impressions that a potential customer may form come in the form of non-verbal communication. The large operations carefully cultivate the impressions that they wish to convey. Following are some subtle changes you may want to consider. We can all agree that we do our best work when we are relaxed and comfortable in our surroundings. In sports, this would be referred to as the home court advantage. In order to accomplish this, many stores are designed to make the owner or staff comfortable. They seem to see the place of business as an extension of their own lifestyles. This can be a big mistake. Remember the goal is to make the customer relaxed and comfortable in your surroundings. The reason the close rate is typically so much greater in the customer’s home is they are more relaxed there. Most sales staff will tell you they are not as comfortable in a customer’s home as they are in their showrooms. Very few of us are as at ease in someone else’s environment as we are in our own. This is very important to remember since the customer is a guest in our environment when they enter our stores. Just because you like country western or 80s rock music doesn’t mean that they do. The fact you don’t mind pet hair on your slacks doesn’t mean that they won’t. And just

and speaker. He is a past board chairman of the WFCA and is currently the board chairman of WFCA Services, Inc. and WFCA vice president of professional development. He may be reached at tjennings@wfca.org.

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Very few of us are as at ease in someone else’s environment as we are in our own. This is very important to remember since the customer is a guest in our environment when they enter our stores. because you don’t notice the odor of what’s being cooked for lunch in the break room doesn’t mean they will enjoy it. This is an area where we can take a lesson from the large retailers that sell fashion. They do a good job of controlling the ambiance of their environments to make them as enjoyable as possible. You nearly always find a soothing background music that is more felt than heard. The sales areas are kept clean and, yes, they even control the aromas that are present. The lighting is dramatic. They want you to feel welcome before a word is said. Do your customers get this feeling when they walk into your store for the first time? An equally important area to focus on is how we personally present ourselves to customers. In recent times, the trend in clothing has been more and more casual. Unfortunately, in the name of comfort, our appearance has often become almost sloppy. Most floor covering salespeoples’ appearance certainly wouldn’t be called professional. Examine again how the major stores selling fashion have their staff present themselves. In the men’s department the consultants wear appropriately selected attire. In the cosmetic department the consultants wear white smocks. Notice I said consultants and not clerks. A consultant consistently will earn more respect from a customer and hence, enjoy a greater degree of success. A clerk will always work for the prevailing wage. Which would you rather be? How many expensive cosmetics or silk ties do you think these same staff members would sell by comparison wearing jeans and tennis shoes simply because they personally preferred them? Quality products presented as fashion will always command a premium in the customer’s eyes. Flooring is no exception! How are your presentations generally being perceived? None of these suggestions are expensive to initiate or hard to execute. The main ingredient required is management’s resolve to give each customer the best initial impression possible. Always ask yourself when making any decision—is this going to benefit us or the customer most? If the answer is us, it’s self-centered and likely not going to advance you. If the answer is the customer, then you’re on the right track to a brighter future. ❚

Unfortunately, in the name of comfort, our appearance has often become almost sloppy. Most floor covering salespeoples’ appearance certainly wouldn’t be called professional. Examine again how the major stores selling fashion have their staff present themselves. Premier Flooring Retailer | Q1 2019

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LEGAL MATTERS

Marijuana: What Can an Employer Do About Legal Marijuana Use?

A

Jeffrey W. King Outside General Counsel for the WFCA Jeffrey King has more than 35 years’ experience in complex litigation with a focus on contracts, employment, construction, antitrust, intellectual property and health care. He serves as general counsel

client called recently about drug testing his employees. He had announced one morning that all employees would be tested later that week. By that afternoon, nine of his ten warehouse employees came to him to tell him that they would fail the test, because they smoked marijuana within the past few weeks. Not willing to terminate 90% of his warehouse personnel, the client simply cancelled the test. He called to determine what he should do in the future. With majority of Americans now live in states where marijuana is legal, other flooring retailers and contractors are inevitably going to face the same issue with employees who have a prescription for marijuana, or use it recreationally. What can an employer do to ensure a safe and drug free workplace? Should employers continue to do drug testing? Can an employee be fired for off-duty use of marijuana? What if an employee uses marijuana at workplace, or is “high” on the job? Does an employer have to accommodate medical marijuana under the Americans with Disabilities Act (ADA) or state disability laws? The answers will depend on the laws in the states where the employees work, and the practical implications of how to deal with marijuana use by employees.

Where is Marijuana Legal? As of the 2018 mid-term elections, thirty-three states and the District of Columbia have legalized marijuana for medical use. Medical marijuana is now legal in Alaska, Arizona, Arkansas, California, Colorado, Connecticut, Delaware, Florida, Hawaii, Illinois, Louisiana, Maine, Maryland, Massachusetts, Michigan, Minnesota, Missouri, Montana, Nevada, New

for WFCA and other trade associations, and is a LEED Accredited Professional. For more information, contact him at (561) 278-0035 or jeffw@jkingesq.com.

10 Premier Flooring Retailer | Q1 2019


… an employer must still be careful. While the use of marijuana may not be protected, the underlying condition being treated may be a disability under the ADA, requiring an employer to make reasonable accommodation for the disabled employee. Hampshire, New Jersey, New Mexico, New York, North Dakota, Ohio, Oklahoma, Oregon, Pennsylvania, Rhode Island, Utah, Vermont, Washington, and West Virginia. In ten of those states (Alaska, California, Colorado, Maine, Massachusetts, Michigan, Nevada, Oregon, Vermont, and Washington), and the District of Columbia, recreational use is also legal. Of the remaining seventeen states, thirteen have legalized the use of cannabidiol (CBD), a non-intoxicating hemp product, to treat certain medical conditions. Specifically, Alabama, Georgia, Indiana, Iowa, Kentucky, Mississippi, North Carolina, South Carolina, Tennessee, Texas, Virginia, Wisconsin, and Wyoming have legalized CBD. It contains very little if any tetrahydrocannabinol (THC), the intoxicating compound found in marijuana. As a result, there is little risk that CBD use will show up in a drug test, or raise issues with employees’ performance or safety. Only Idaho, Kansas, Nebraska and South Dakota have not addressed the issue of medical marijuana or CBD.

What Do State Medical Marijuana Laws Provide? The medical marijuana laws vary from state to state. As a general rule, a doctor’s prescription is needed, and users are required to register and obtain an identification card. Each state law identifies the conditions that are covered. The most common conditions are epilepsy and seizure disorders, cancer, multiple sclerosis, glaucoma, HIV/AIDS, neurodegenerative diseases such as Lou Gehrig’s Disease (ALS), Alzheimer’s, Parkinson’s, and Huntington’s, post-traumatic stress disorder, and pain management for certain conditions. Many states also provided that a doctor can prescribe medical marijuana for other conditions not specified in the statute. In addition, the amount that can be prescribed is limited. For example, Arizona, Arkansas, Illinois, Maine, Michigan, and Rhode Island limits possession to 2.5 ounces, while Delaware and New Mexico allow six ounces, Massachusetts allows possession of ten ounces every two

months, and Oregon and Washington allow possession of 24 ounces. Connecticut, Louisiana, Minnesota, and West Virginia limit possession to a 30-day supply prescribed by a physician. On the other hand, Florida allows possession of a 70-day supply. Many state laws limit prescribed marijuana to non-smokable forms, such as edibles, lotions and oils. In contrast, Maryland prohibits edibles. There are several websites that provide summaries of what each state allows. E.g. https://norml.org/legal/medical-marijuana-2, and https://medicalmarijuana.procon.org/view.resource. php?resourceID=00088. The law is in flux, and competent legal counsel should be consulted, to ensure you have the most update information.

What About the Federal Law? Marijuana is still illegal under the federal law as a Schedule 1 drug having no currently accepted medical use, and a high potential for abuse, along with as heroin, LSD, peyote, and ecstasy. There have been bipartisan bills introduced in Congress to legalize medical marijuana, but no action has been taken on these proposals. While the Department of Justice issued the “Cole Memorandum” in 2013, stating that it would not pursue cases in states where marijuana in legal, that memorandum has been withdrawn. While there may be changes in the future, marijuana still remains illegal under the federal law.

What Are an Employer’s Obligations Under the Americans with Disability Act? The simple fact is that the Americans with Disability Act (ADA) does not apply to the use of medical marijuana. While the ADA requires an employer to reasonably accommodate an employee’s use of legal prescription drugs, it does not protect “an individual who is currently engaging in the illegal use of drugs.” Marijuana is still an illegal drug under the federal law. Premier Flooring Retailer | Q1 2019

11


The simple answer is that employers can generally still drug test its employees. Nothing in any of the laws legalizing marijuana prohibit drug testing.

Nonetheless, an employer must still be careful. While the use of marijuana may not be protected, the underlying condition being treated may be a disability under the ADA, requiring an employer to make reasonable accommodation for the disabled employee. If an employer terminates an employee for a positive drug test, it must make clear that the termination is due to the drug use, and not the underlying disability. For example, terminating an employee because they were not doing their job, could be interpreted as failing to accommodate a disability, not a problem of their drug use. It is key to tie the job performance to the drug use, and not to the disability. While the use of illegal drugs to medicate is not protected under the ADA, drug addiction itself is seen as a disability. If an employee has successfully completed drug rehabilitation, and no longer uses illegal drugs, the employer cannot terminate, or refuse to hire an individual because of past drug use. The problem is that marijuana can show up in a drug test for up to 90 days for someone who was previously using it on daily basis. Accordingly, it is important to verify when the employee stopped using marijuana, to ensure that a drug test does not just show use prior to the employee completing their drug rehabilitation.

What About State Disability Laws? Most state disability laws were written before medical marijuana became legal. As a result, most of these laws do not directly address whether the legal use of medical marijuana is protected. Recent cases, however, have begun to require accommodation for off-duty use. For example, a woman in Massachusetts with Crohn’s decease was prescribed marijuana. She advised a potential employer of the use of marijuana, and ultimately accepted a job to market products. She did not use marijuana in the workplace, and did not report to work intoxicated. She was nonetheless terminated when she tested positive for marijuana in a drug test. The woman then sued the employer, claiming she was discriminated against for her disability. The Massachusetts court ruled that Massachusetts state disability law protects the use of prescription drugs, and that medical marijuana is a legal

12 Premier Flooring Retailer | Q1 2019


prescription drug under Massachusetts law. Similarly, a court in New York overruled a decision by the New York City Taxi and Limousine Commission to revoke a driver’s license after driver tested positive for marijuana. The court found the medical marijuana patient deemed as “having a disability.” Accordingly, in states where medical marijuana is legalized, employers need to be cautious in how it deals with employees who have prescriptions for medical marijuana. They may be required to make reasonable accommodations, and should consult with legal counsel as what is a reasonable accommodation.

using medical marijuana off-duty, for example, will test positive, even though they are not intoxicated. As explained below, this can create an issue where marijuana is legal. Fourth, there are the practical considerations. What will an employer do if an employee tests positive for marijuana? Recent studies show that over half of all Americans have tried marijuana, and that 74% of users are employed. Between 2015 and 2017, employees testing positive for marijuana grew by 33.3% in warehousing, 26.7% in construction, and 18.5% in retail. The issue is what will an employer do if an employee tests positive for marijuana. If the employer will not automatically terminate the employee, then it needs to rethink its testing policies.

So, Can an Employer Still Do Drug Testing? The simple answer is that employers can generally still drug test its employees. Nothing in any of the laws legalizing marijuana prohibit drug testing. However, a drug testing program does raise four basic considerations. First, any such testing must be done in compliance with state law. Typically, states prohibit or limit automatically testing all employees. While the law varies from state-to-state, employers may be required to justify drug tests of employees as a safety concern, or in response to suspicion of drug use based on behavior or physical evidence. In addition, state laws may require advance notice, limit the type of testing, prohibit discrimination on who is tested, mandate tests be administered by a state-certified laboratory, allow employees to contest results, and mandate confidentiality. It is important for every employer to ensure compliance with their local legal requirements. Second, drug testing applicants may raise issues. Increasingly, state and local laws prohibit drug tests for job applicants before making a tentative offer. There may also be restrictions on whether an applicant can test, such as the testing must be related to the applicant’s job or safety concerns. For more information, see: “Criminal Background Checks: Damned If You Do, Damned If You Don’t” (Parts I and II) in Premier Flooring Retailer (March/April and May/June, 2014). Third, testing for marijuana use does not necessarily show impairment. Unlike alcohol, there are no current test to tell whether an employee is impaired. THC can linger for weeks, or even months after use. As a result, an employee

Can an Employer Terminate Employees Who Fail a Test? Employers in the 17 states that have not legalized marijuana can terminate employees who test positive for marijuana, the drug remains illegal. In the 23 states that legalized only medical marijuana, employers can terminate employees who do not have a medical marijuana identification card. It is also clear that an employee can be terminated an employer for using or being under the influence of marijuana while at work. The issue is whether an employee can be terminated for off-duty use of marijuana. The medical marijuana laws in New York, Arizona, Minnesota, Illinois, Delaware, Maine, Nevada, and Connecticut all require some accommoda-

Premier Flooring Retailer | Q1 2019

13


Even for federal contractors that are required to maintain a drug-free policy under the Drug Free Workplace Act, courts have ruled recently that the Act prohibits only on the job, not off-duty, use.

tion. For example, Arizona’s law provides “an employer may not discriminate against a person … [for registered medical marijuana use] based upon … [a] positive drug test.” The law specially states “a registered qualifying patient shall not be considered to be under the influence of marijuana, solely because of the presence of metabolites or components of marijuana …” The Arizona courts have held that an employee cannot be fired, simply because of a positive test for marijuana. The remaining state medical marijuana laws either do not address the issue of accommodating off duty use, or expressly provide that an employer does not need to accommodate marijuana use. The initial court decision in these states did not protect off-duty use. The courts in California, Colorado, Oregon, and New Jersey all held that the legal use of marijuana is not protected by state laws, even if used for a serious medical condition, and only used during non-working hours. There is a developing trend, however, to protect employees for off-duty medical marijuana use, at least for medical conditions. For example, the Rhode Island stature specifies that nothing in its medical marijuana law “require ... [a]n employer to accommodate the medical use of marijuana in any workplace.” The Rhode Island court interpreted the statute as applying only to work place use, not off-duty use. Even for federal contractors that are required to maintain a drug-free policy under the Drug Free Workplace Act, courts have ruled recently that the Act prohibits only on the job, not off-duty, use. Accordingly, in states where medical marijuana is legalized, employers need to be cautious in how it deals with employees who have prescriptions for medical marijuana. This accommodation, however, may not apply if there are legitimate safety concerns. The New Jersey Supreme Court ruled an employer was not required to accommodate a fork lift driver’s medical cannabis use on the job, despite the fact that the driver’s doctor gave him a note stating that he could operate machinery while using his prescription. While this case involved use of medical cannabis on the job, the decision indicates that at least in some instances, an employer may terminate an employee for cannabis use outside of the workplace, if there are safety concerns.

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So What Should an Employer Do? All employers should review their current drug testing policies by competent legal counsel to ensure that it both protects the employer’s company, and complies with legal requirements. In reviewing a program, employer should consider the following regarding marijuana: 1. E  very employer should make clear that using of any intoxicating substance, including marijuana, on the job, or being intoxicated at work, is strictly prohibited and could lead to termination. 2. I f the employer’s company is operating in a state that has not legalized marijuana, it should still verify that it complies with local requirements before testing for drugs. Otherwise, these employers can continue their drug testing program. 3. I n states where marijuana is legal, employees who have a medical marijuana authorization card should be required to so advise the employer, and verify their permitted use. Failure to advise of such authorized medical use can lead to termination. 4. A  ll employers should consider the practical implications. With the widespread use of marijuana, what will an employer do if an employee tests positive for marijuana. If no action will be taken against an employee that tests positive for marijuana, then why test for it. As set forth above, an employer may want to consider testing for marijuana use only in certain circumstances, like after an accident, or for certain positions. 5. E  mployers should remind employees that off-duty behavior by employees, even for legal use of marijuana, alcohol, or prescription drugs, that reflects negatively on the employer and brings the employer or employee into disrepute, can lead to termination. 6. I f questions arise as to whether to test a particular employee, the employer should contact legal counsel prior to testing the employee. For example, an employer should consult counsel if unsure whether the employee is in a “safety sensitive” position justifying testing, or their conduct warrants testing. With the increasing legalization and public acceptance of marijuana, all employers need to consider how to deal with employees who use marijuana. Given the potential legal liability, it is important to have any drug policies reviewed by competent legal counsel. ❚

Employers should remind employees that off-duty behavior by employees, even for legal use of marijuana, alcohol, or prescription drugs, that reflects negatively on the employer and brings the employer or employee into disrepute, can lead to termination.

The information contained in this article is abridged from legislation, court decisions, and administrative rulings and should not be construed as legal advice or opinion and is not a substitute for the advice of counsel. Premier Flooring Retailer | Q1 2019

15


FLOOR ED

Helping Customers Understand Waterproof Flooring Categories

W

When it comes to waterproof flooring, we are typically referring to the resilient or vinyl category of flooring of which there are three main ones…

aterproof options have flooded the flooring market, and consumers are confused; especially if they have researched it on the Internet. The acronyms alone are baffling: LVF, LVP, LVT, WPC, PVC, SPC...what does it all mean? They are advertised as “waterproof,” and they are for the most part, except make sure your customer understands the difference between water resistant and waterproof. When it comes to waterproof flooring, we are typically referring to the resilient or vinyl category of flooring of which there are three main ones: Luxury Vinyl Flooring (LVF) including luxury vinyl tile (LVT) and luxury vinyl plank (LVP); Wood Plastic Composite (WPC), and Stone Plastic Composite (SPC). It all starts with understanding the different products and the manufacturing processes used to make each.

Luxury vinyl flooring (LVF) This is the ultimate in high-end vinyl flooring, offering a more affordable option to costly flooring materials such as natural stone and wood. The primary component is PVC (PolyVinyl Chloride) vinyl, which makes this flooring waterproof, dimensionally stable and flexible. Using advanced 3D imaging technology, a photograph of the natural material is transferred directly to the tile or plank. Each is then uniquely embossed to match the appropriate texture. The final product, which is approximately 1/8 inch thick, is made of several layers, including a protective wear layer (mil layer) and often a urethane layer for added durability. These floors do a great job of realistically capturing the textures and rich grains of the natural materials they replicate. You know your customer will be hard pressed to tell

Blockbuster Twister from Happy Feet, a stylish example of a waterprood floor.

16 Premier Flooring Retailer | Q1 2019


the difference between the real thing and the product it is mimicking.

The Patented Construction of COREtec Plus® Wear Layer (0.5 mm/20 mil)

— protects against excessive wear — provides superior cleanability — provides superior stain resistance — rated for commercial traffic

Luxury vinyl tile (LVT) and Luxury Vinyl Plank (LVP) These terms refers to the format, size and the natural materials being replicated. The LVT mimics the natural look of slate, stone and tile, some with beveled edges and come in a variety of shapes and sizes including very large squares that can be laid with or without grout. This realism and durability comes with a higher price tag than that of traditional solid vinyl tiles. Luxury vinyl planks, mimic wood planks, and they are available in authentic hardwood lengths and widths, also featuring beveled edges and ends. LVP was the first product introduced under the waterproof category. It has been used commercially for a while. It slowly worked its way into the residential sector. In most cases it is best to glue both these formats down. It needs to be installed on a level wellprepped floor.

Wood Plastic Composite (WPC) To reduce the need for floor prep, WPC came out. It is thicker, more rigid (also known as rigid core), and floats over your floor. It has 4 main layers: Underlayment, WPC rigid board, a vinyl design layer, and a protective layer. Vinyl Design Layer and Protective Layer: This part is virtually the same as LVF. It’s vinyl that’s been printed on, embossed, and given a protective layer that is glued to the WPC board.

Luxury Vinyl Top Layer — durable, resilient — resists chips & dents — virgin vinyl

COREtec® Core Structure

— extruded waterproof core — stable – will not expand or contract under normal conditions — glueless profile

Attached Cork Underlayment

— provides added sound insulation — no need for separate underlayment — naturally resists mold & mildew — absorbs subfloor imperfections

* COREtec Plus® is a patented product exclusively from USFloors Inc. US Patent #9,156,233

COREtec Plus® is a good example of how waterproof flooring can be constructed.

WPC Rigid Board: The WPC board is where these products differ from regular LVF. They make the board with wood pulp, plastic, and binders to make a rigid board. This is where the locking mechanism will be cut into. Underlayment: The underlayment can either be cork or foam, and will either be attached to the boards, or come in rolls. Its main purpose is to keep the floor from slipping around. It also gives the floor a little cushion. WPC is a great option if you want LVP, but for applicable reasons, can’t be glued down.

Stone, Plastic, Composite (SPC) SPC stands for stone plastic composite vinyl flooring (also known as rigid core.) This is the most recently introduced type of waterproof flooring. It is very similar to WPC, except they use stone dust instead of wood pulp. It is an engineered luxury vinyl that combines limestone and stabilizers to create an extremely durable core. This eliminates the need to acclimate the floor. These products are even more rigid than the WPC products. ❚

WPC is a great option if you want LVP, but for applicable reasons, can’t be glued down. Premier Flooring Retailer | Q1 2019

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A Premier Flooring Retailer Exclusive

SHOWIN’ OUR STUFF

MagneBuild is the Answer Editor’s Note: We asked Scott Humphrey, president of the World Floor Covering Association and Michael Bennett, VP of Sales and Marketing for for MBS, to share with our readers their answers to questions about the most fascinating and revolutionary flooring installation systems ever created.

It’s a magnetic underlay system that can be utilized with almost all types of flooring and wall systems. If you don’t see the MagneBuild logo, the magnetic floor or wall is not the genuine article.

M

BS (Magnetic Building Solutions) has, if you’ll pardon the pun, attracted a lot of attention. Since introducing this amazing technology 12 months ago, we’ve gotten a lot of interest

… and even more questions as a result! So, in this issue of Premiere Flooring Retailer, we’d like to answer many of the most common questions we’ve received here at the WFCA about MBS and MagneBuild.

What exactly is MagneBuild? Magnebuild is our brand name for the MBS (Magnetic Building Solutions) technology that we developed and are marketing here at the World Floor Covering Association. It’s a magnetic underlay system that can be utilized with almost all types of flooring and wall systems. If you don’t see the MagneBuild logo, the magnetic floor or wall is not the genuine article.

Why did you develop MagneBuild? Installation has become an increasing challenge in our industry for a variety of reasons: The shortage of qualified installers, the rising cost of installation in terms of time and expense, and the concerns about VOC’s associated with some installation materials, to name a few. This has become increasingly burdensome to many of our WFCA member dealers who are looking for long term answers. We believe MBS addresses all of these issues and more in a very innovative and exciting way.

I know that that magnets attract, but how does that work with floor installation? We’re all familiar with those refrigerator magnets, right? They work because of the flexible sheet magnet on the back. For MagneBuild floors, there are two layers that work together. The 3’ wide base is a 1mm magnetic layer. It can be rolled out over any smooth, clean, dry sub floor (concrete or wood sub-floors). It magnetically adheres to the top layer which is any flooring product containing ferrite powder.

Should I worry that the installation will become less secure over time or through repeated changing out of the floor? Not at all. Our MagneBuild System loses a mere 1% of its strength every 100 years.

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Can any type of flooring be used for a MagneBuild installation?

How simple is a MagneBuild installation?

Yes, as long as the flooring is magnetically-ready. Creating the

devised. Consider this checklist of things you don’t need:

magnetic character of the flooring material can be accom-

● No extensive training required

plished in one of two ways. Ferrite powder can be injected

● No messy, smelly adhesives

during the manufacturing process into products with a qua-

● No excess amount of time to install

si-soft back (LVT/LVP/WPC). The second and most common

● No need to seam the underlayment

way is to adhere the receptive material via cold-press onto

● No VOC’s

Without a doubt, it is the simplest way to install a floor ever

the product at the end of the manufacturing process. (Carpet tile, broadloom, ceramic, porcelain, stone). The result is a

Is there any special prep work required for installation?

tight magnetic bond between the subfloor and finished floor

As with any flooring system, the subfloor should be in proper

that is virtually waterproof. The magnetic subfloor acts as a

condition: Clean, flat, and dry.

sound barrier, and even provides crack isolation protection for ceramic floors.

The Curb Word installation, Nashville, Tennessee

Left: the Curb Word Entertainment building, Nashville. Below left: Curb Records before MBS installation; below right: the finished MBS floor using Metroflor colors.

Premier Flooring Retailer | Q1 2019

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The installation in progress

Above and at right: rolling out the magnetic underlayment; below left: trimming the underlayment.

At left: installing the MBS underlayment; above: installing the flooring.

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The installation in progress Is there a savings story for my customers? Absolutely. Because MagneBuild floors use no glues or adhesives, and require no click locking systems to hold it in place, the time (and money) saved with installation adds up. That’s particularly important with commercial flooring customers who cannot afford any down time due to floor installations, such as with healthcare facilities, retailers, restaurants, and schools. Plus, changing out damaged planks or tiles, or even changing an entire floor becomes easier and faster than ever before because there’s no floor prep required again!

Can this be used on walls? Yes. We have developed a .5mm peel and stick tile underlay that attaches to the wall. Following the manufacturer’s instructions, flooring that’s MagneBuild-ready can be used like wall paneling with the same advantages as MagneBuild flooring.

Where can I find flooring using MBS technology? Check out the FloorFolio and MetroFlor products using MagneBuild. And there are more coming!

How can I find out more and are there product videos? We have a website devoted to the “Future of Construction” with more information at MagneticBuildingSolutions.com. There you will find our MSDS report, as well as testing documentation on flame retardancy, water vapor transmission and other testing. You can also watch our videos on our Magnetic Building Solutions YouTube channel. And be sure to follow us on social media. ❚

At left top and bottom: installing the flooring; above: an MBS installation works great on walls too!

Premier Flooring Retailer | Q1 2019

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SHOWIN’ OUR STUFF

Metroflor LVT Introduces Attraxion Magnetic Attachment System in Déjà New Collection

Ideally suited for Main Street Commercial, Multi-Family; Enables time efficient replacement as new and existing tenants change up floors

T

he Metroflor-branded Déjà New LVT collection designed for

San Marcos Oak—5 SKUs

Main Street Commercial will feature the Attraxion™ Mag-

9" × 60", 20 mil wear layer, 2.5 mm gauge • In-Register

netic Attachment Technology. Licensed from Magnetic Business

embossing, micro-bevel edge. San Marcos Oak is a refined,

Solutions’ MagneBuild™ system, the new Attraxion-branded

quieter oak, with fewer knots and an elegant, natural flow of

underlayment enables the rapid installation of flooring without

the wood grain in tones of grey and greige.

locking systems or adhesives. With a 20 mil wear layer and 2.5

Coastal Oak—3 SKUs

mm gauge, Déjà New with Attraxion is suitable for a wide range

7" × 48", 20 mil wear layer, 2.5 mm gauge • Sawcut emboss-

of specified and Main Street applications including Hospitality,

ing, micro-bevel edge. The classic answer to a palette wood

Retail, Healthcare, Education, Corporate and Multifamily.

grain, Coastal Oak’s exquisite colors, high contrast and rich,

Especially in commercial environments, the Attraxion method

bold detail are ideal for the entire commercial spectrum,

of installation results in quantified time and labor savings and

especially Retail and Hospitality.

minimal shuttering of businesses. While a typical tear-out/

Smooth Concrete—2 SKUs

remodel for a commercial installation (e.g. restaurant, hospital-

24" × 24", 20 mil wear layer, 2.5 mm gauge • Rough Con-

ity, retail, multi-family), based on 10,000 sq. ft., requires a 10- to

crete embossing, micro-bevel edge. Concrete remains a

12-day cycle, installing Déjà New with Attraxion typically takes

classic look in today’s building materials. Smooth Concrete

just several days.

offers natural colors that work with most carpet and tile collections.

Innovative colors, styles and designs are faster and easy to install

An architect folder showing all the SKUs and demonstrating how the system works is available. For more information, visit

With Attraxion, innovative layouts such as herringbone, alter-

Metroflorusa.com. ❚

nating colors and borders are easier and faster to install than ever before. Déjà New with Attraxion features the following

Follow us on Facebook @metroflor

planks and tiles:

and Twitter @metroflor_

Déjà New DN821826 Greyed.

22 Premier Flooring Retailer | Q1 2019

Déjà New DN1445108 Flint Grey.

Déjà New DN1445117 Waxed Greige.


with

NO adhesives. NO locking profiles. NO JOKE. Time IS money. That’s what Déjà New with Attraxion Magnetic Attachment Technology™ is about. This game-changing two-part installation technology drastically reduces typical flooring replacement times and that’s just the beginning. Attraxion Magnetic Attachment Technology eliminates adhesive-related VOCs and the magnetic underlayment can dual purpose as a moisture barrier and crack suppressant membrane to minimize costs related to floor prep. Déjà New with Attraxion Magnetic Technology. Serious technology for serious projects. Available January 2019 through Metroflor’s nationwide distributor network.

888-235-6672 | metroflorusa.com

Premier Flooring Retailer | Q1 2019

23


FLOOR ED

Domotex USA Education Raises the Bar

F …we brought in the top experts in the fields of marketing and floor installation to address those issues.

or the first ever Domotex USA, the show advisory board determined to provide a world-class education offering for attendees, most of whom would be retailers. We sat down with Paul Friederichsen, Director of Education for DOMOTEX USA, he told us “there were two guiding principles: Quality over quantity and focusing on the most important issues facing retailers today—"intense competition” and installation. As a result, we brought in the top experts in the fields of marketing and floor installation to address those issues. We also rounded out the educational offering with a variety of topics presented by expert speakers on the show floor itself.”

Highlights of Domotex USA Education for 2019 ● “The Digital Playbook for 2019” presented by FloorForce and “Go to Market to Win” presented by The Blake Project brand and marketing consultancy, constituted two mornings of intense, high-level expert instruction to equip dealers to effectively compete. Also included on the rostrum was Frank Chiera, SVP of Marketing and Advertising for Flooring America. ● Among the FloorForce speakers was an ex-Googler and CEO Todd Saunders who gave an in-depth look at how dealers should best utilize Google to compete online. ● A “State-of-the-Industry” panel discussion moderated by Kemp Harr, owner and publisher of Floor Focus, with industry leaders Dan Frierson, Tim Baucom and Kirk Roberts shared their insights to a standing room-only crowd on the show’s Plaza stage.

Above: Katie Tateishi; at right: Emily Morrow Home (at podium) and panel.

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A “State-of-the-Industry” panel discussion moderated by Kemp Harr, owner and publisher of Floor Focus, with industry leaders … shared their insights to a standing room-only crowd on the show’s Plaza stage. ● Kathi Rose provided a comprehensive examination of the flooring industry’s labor force during an Industry Insight session sponsored by the National Wood Flooring Association. ● Emily Morrow Home hosted a “Designer Trend Panel Discussion and Lunch” featuring guests like color expert Mark Woodman in another Industry Insight session. ● Head lining the free “Insider Talk” sessions on the show floor Plaza area were a host of well-known “insiders” providing TED Talk-type 30-minute presentations on a range of hot-button issues. ● Brett Miller of NWFA gave two talks, one on the proper use of moisture meters for wood flooring installation and the other on repairing wood floors. ● Likewise, industry veteran Chris Ramey gave two talks as well. His first urged dealers to properly position their business, because “the middle is murder.” The second provided useful tips on how to work with interior designers to increase sales. ● Another well-known speaker and consultant, Lisbeth Calandrino, coached dealers on working with realtors to expand business. ● The popularity of Facebook didn’t go unnoticed in the well-attended Insider Talk by Katie Tateishi of FloorForce with her session entitled “Facebook Is the New TV But Better.” ● Other industry A-List speakers included Terry Wheat, Robert Varden, Bob Blochinger and interior designer Michelle Workman. ● “The real reward is when attendees come up to you after the session to tell you what they learned was by itself worth the cost and effort to attend,” said Friederichsen. “And that happened quite a lot.” ❚

Emily Morrow Home hosted a “Designer Trend Panel Discussion and Lunch” featuring guests like color expert Mark Woodman in another Industry Insight session.

At left: State of the industry panel; above: Mark Woodman.

Premier Flooring Retailer | Q1 2019

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SHOWIN’ OUR STUFF

Color: Hersilia; size 18" × 24"

From Science Fair Experiments to Birthday Parties, this Floor is Ready. W

e didn’t try to emulate stone. We emulated the way consumers live. And that simply changed everything. Introducing COREtec Stone, a radically different approach to flooring because we took a radically different perspective. COREtec Stone features an embossed thermo-resin layer that provides stunning realism and integrated grout lines match the floor perfectly, without making a mess. This protective layer on top ensures the surface doesn’t scratch, while the rigid mineral core and cork underlayment dampen footsteps. COREtec Stone offers a sense of permanence and character that surpasses any other flooring material. This collection features the most desired visuals: granite, limestone and marble. COREtec Stone doesn’t only include timeless visuals, but also a timeless mineral core. The rigid mineral core offers superior indentation resistance with unprecedented dimensional stability. Moisture from the top or bottom will have no effect on COREtec Stone products. COREtec’s new mineral core is built to withhold all of what life will throw at it. The collection encompasses an easy to understand system of textures, colors and widths. The 40 new innovative colors come in 4 sizes: 6" × 48" × 8mm, 12"× 24" × 8mm, 18" × 24" × 8mm, and 18" × 36" × 8mm. COREtec Stone floors are easy to install. There’s no acclimation period needed, and our cork underlayment comes attached. You can install and use these floors the same day. A lifetime structural warranty ensures an unmatched degree of dent and crack resistance. COREtec Stone floors are 100% waterproof and can be enjoyed on any and all occasions. ❚

Color: Harmonia; size 12" × 24"

Color: Zadora; size 6" × 48"

Color: Sabine; size 12" × 24"

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Color: Vesta; size 18" × 36"

Color: Levana; size 18" × 24"


Fast and easy installation · Integrated coordinating grout · Resists cracks, wear and fading · Warmer, safer, softer and more quiet

STONE

Strong · Stylish · Simplified · Successful thanks to you!

COREtecFloors.com

Premier Flooring Retailer | Q1 2019

27


FLOOR ED

The “Aging in Place” Movement Helps Flooring Stores Grow their Business

W

Lisbeth Calandrino Flooring Specialist and

hether we like it or not, we are all aging. The aging population will skyrocket over the next decade, and the United States will have to rethink how to deliver core services to this group. According to a survey from AARP, approximately 90% of seniors, if given the opportunity, would prefer to stay in their own homes. Staying in one’s own home may require extensive renovations, since our country has so many twostory McMansions with stairs and only one bathroom. It maybe too costly to renovate an existing home, so there are many people, age 50 and up, who are out looking for their next ‘forever home.’ This new home will probably be one floor, with numerous modifications, such as lower cabinets, wider doors, wheel chair assessible showers, and wireless monitoring systems. As technology becomes more sophisticated and voice activated, we will all be able to stay in our houses longer. How can you connect with this new movement, and become a resource for builders, realtors, consumers and many others?

Associate Publisher and Director of Social Media for Fabulous Floors Magazine

According to a survey from AARP, approximately 90% of seniors, if given the opportunity, would prefer to stay in their own homes.

● Consider getting certified through Age Safe America so you can ‘talk the talk.’ By the way, there is information on flooring, transitions, kitchens and showers. You need this information. ● Invite consumers in to become familiar with the right flooring and other modifications, if they are building or renovating their ‘forever home.’ By the way, ceramic tile is not a good option, but the right carpet installed ‘correctly’ is a good choice. Remember you are the expert, so let’s get you some new credentials. ● Offer an “in-house” seminar, and invite speakers who are familiar with the topic. There are many architects, designers, and builders that are CAPS (certified aging in place specialists) that will be happy to speak about the topic. This is a way to build your network, and let people know you are an expert. ● If you’re doing commercial business, builders will want to know you understand this topic, and are familiar with the right flooring. ● Make sure you put this on your social media to reach new and existing customers. It’s a good topic for LinkedIn.

28 Premier Flooring Retailer | Q1 2019


I know I keep driving this home, but relationships with realtors can be a key component in increasing your business in this market. Available Certifications

Connecting with Realtors

The CAPS (certified aging in place specialist) was developed by the (NAHB) Remodelers NAHB Research Center, 50 Plus Housing Council and the AARP. There are several certifications, and it takes several days. For realtors there is the SRES designation, Seniors Real Estate Specialist, so their customers will see that they understand the special needs of maturing Americans who are wishing to buy, sell or relocate. This means they must be skilled in understanding the needs of the population as they age. To get my feet wet, I took a 6-hour course through Age Safe America, and became certified as a Senior Home Safety Specialist. It gave me an extensive checklist that I can use to determine what modifications should be made.

I know I keep driving this home, but relationships with realtors can be a key component in increasing your business in this market. Two weeks ago, I taught a 3-hour class on “Aging in Place” for the Greater Capital Association of Realtors. The class was well attended with over 50 realtors; many of whom already had the SRES designation. I invited several experts to my class to provide additional information. These included Commissioner Deb Ritano, from the Albany County Department of Aging; Madelyn Thorne, Director of Habitat for Humanity in Schenectady (they now build ramps free for the elderly); a CAPS certified kitchen designer, and a CAPS certified builder. So please don’t discount the value of connecting and building relationships with a few key realtors in your area. The payoff will speak for itself. If you are interested in Age Safe America, reach out to me at lcalandrino@nycap.rr.com, and I can get you a discount on the course. ❚

Above: Deb Riitano, Commissioner, Albany County Department for Aging, Albany, NY; at right: Madelyn Thorne, Executive Director, Habitat for Humanity of Schnectady, NY talking about how they now build ramps for seniors.

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31


PILLAR TALK

Are We There Yet? Spoiler alert: No, we’re not.

S

Phil Zolan Executive Director fcB2B World Floor Covering Association

o where is “There?” As far as the flooring industry is concerned, “There” is the 21st century. Sure, we’re making and selling more modern products these days, such as waterproof laminate, LVT and LVP, and super stain resistant carpet that floats. But go look behind the scenes at retailers, and in many cases it’s like stepping out of Sherman and Mr. Peabody’s WABAC machine into the 1960s. Paper everywhere! Price lists over here, invoices over there, checkbooks, desk calendars being used to schedule appointments, and stacks of paper intended for who knows what. Is that an adding machine buried under that pile? Commerce has gone electronic. And why? Because it saves time and money. When will you? One practice that’s gaining popularity in our industry is B2B, which means “electronic commerce between businesses,” as opposed to between a business and a consumer (FYI, that’s B2C). The key word in that definition is electronic. First question is, exactly what electronic business are we talking about? For flooring, there are three major categories. Product Catalogues, which behind the scenes are often referred to as an 832, are the electronic files sent by manufacturers or distributors to their dealers showing all the specific information about every product they sell, including style names, style numbers, colors, prices, and units of measure. That product catalog serves as the starting point for all transactions. Purchase Orders, or an 850, are electronic files sent from the purchaser to the distributor or manufacturer, listing the exact products, colors, and quantities being ordered. Because these are submitted electronically, you get the benefit of an electronic Purchase Order Acknowledgement, which quickly tells you your order has been received and accepted. Some suppliers are able to send these automatically in a matter of seconds, while some still manually look at each one before a response is sent.

But go look behind the scenes at retailers, and in many cases it’s like stepping out of Sherman and Mr. Peabody’s WABAC machine into the 1960s. 32 Premier Flooring Retailer | Q1 2019


Commerce has gone electronic. And why? Because it saves time and money. When will you?

Invoices, or 810s, are then sent electronically to the dealers, where most use industry specific software to match the invoice to their purchase order and receipt inspection. This is often referred to as a three-way match. It’s the year 2019, and this can all be done without a single piece of paper being created, or a single phone call being made. But surprisingly, with all the technology available to us today, most transactions today are still being done the old fashioned and very expensive way. It’s no surprise then that more and more flooring manufacturers, distributors, and dealers are realizing that in order to stay competitive they need to work smarter, not harder. Those businesses are eliminating the paper, avoiding having to pick up the phone to call in orders, and are conducting business completely electronically. It is not that difficult to do, you don’t need to have a computer specialist on staff, and you may already have the software in use right now to get started! So you want to get “There” but don’t know what your first step should be? The WFCA is here to help! Drop me an email at pzolan@wfca.org and we’ll talk through the process and get you started! ❚

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SHOWIN’ OUR STUFF

Encouraging Creativity in Flooring Design

F

or luxury vinyl tile manufacturer Karndean Designflooring, in addition to providing a durable, waterproof and easy to maintain floor, they also aim to change the way homeowners see

flooring. “Flooring isn’t commonly considered a home finish, but you can incorporate design and pattern into flooring in the same way that a homeowner would with a backsplash or an accent wall,” Chief Sales & Marketing Officer Larry Browder explains. “With Karndean, you have complete freedom over the design your floor.” Karndean specializes in luxury vinyl tile flooring, offering original product designs in gluedown, loose lay and rigid core formats. Each of these constructions offers a different level of designability unique to Karndean. Homeowners typically prioritize color first, so begin the conversation with the color and style preferences, and then assess the importance of designability. An easy way to do this is to ask about the most common path of foot traffic through the space where the floor will be installed and the location of the room in the home. The answers to these questions will clue you in to the direction in which planks or tiles should be laid. Below: This herringbone pattern is framed with a straight plank border, adding a finishing touch to the space.

If the room is separated from other spaces by walls, and this is the only room where you will be laying new flooring, you will likely want to create a frame or border around the space so that it feels finished.

“Flooring isn’t commonly considered a home finish, but you can incorporate design and pattern into flooring in the same way that a homeowner would with a backsplash or an accent wall … With Karndean, you have complete freedom over the design your floor.” 34 Premier Flooring Retailer | Q1 2019


In an open floor layout, many homeowners will want to carry the same color throughout multiple areas for a cleaner overall look. This opens the opportunity to play with different patterns and sizes, almost in the same way that you could zone a commercial space. To make this even easier, Karndean has begun to offer several new colors in two sizes — a full size plank and a smaller “accent” plank.

While most of the flooring in this open living space in a herringbone pattern, the kitchen area is zoned with a contrasting brick pattern.

“You can use the accent plank in smaller rooms like bathrooms,

With Karndean gluedown and loose lay constructions, cre-

hallways or entryways and the full-size plank in larger rooms or

ating pattern is nothing new, as these formats are multi-direc-

open spaces. With our Glacier Oak gluedown planks, you can

tional; however, this spring Karndean introduces a new level of

even incorporate both sizes into one design to create an area rug

designability within the rigid core segment with its herringbone

effect under a dining room table or on a staircase landing.”

accent planks, available in three American barnwood colors.

Glacier Oak, a new visual from the gluedown Art Select range, is available in 18" × 3" parquet accent planks at left, shown in a block pattern, in addition to a full-size 56" × 9" plank at right.

“Using the two sizes in different areas of the home can satisfy the desire for having a consistent color while also adding functionality,” Browder said. “What’s most important is that you create a floor that reflects their style and completes the room. Other floor coverings have restrictions with how they can be laid down, but Karndean Designflooring is about creating opportunities for designability.” For more information about Karndean Designflooring luxury vinyl floors or information about new products, visit www.karndean.com. ❚

Three American Barnwood designs from the Korlok Select rigid core range are available in a 56" × 9" full-size plank and 24" × 6" herringbone accent planks.

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FLOOR ED

The Floor Covering, Stone, and Tile Market Industry Engages at The International Surface Event 2019 QUESTION: Why do tens of thousands of industry professionals attend their annual market at The International Surface Event (TISE): SURFACES | StonExpo/Marmomac | TileExpo each year?

ANSWER: ● For the opportunity to source new and innovative products ● To negotiate deals with their business partners and vendors ● To learn more on a multitude of industry subjects

TISE launched a brand-new education program called CONVERGE at this year’s event.

● And to network and see old friends

T

hat is exactly what happened at TISE 2019 in Las Vegas this January at the Mandalay Bay as the event experienced another year of power-house industry attendance, exhibits, prod-

uct displays, and education. Attendees came from 77 countries and from every corner of North America to buy, source, network, and discover what is new, needed, and up-and-coming for their businesses.

THE BRANDS 800 plus brands, 135 new to the exhibition floor, presented their products in over one million square feet of exhibits, product showrooms, features, and education. Each showroom space offered beautiful displays, unique demonstrations, and thousands of products and services for the industry to discover for their businesses. The exhibit hall experienced the return of Shaw Industries and its family of brands including Anderson Tuftex, COREtec, and US Floors lines. Plus…a host of creative displays and events from the Mohawk Brands: Mohawk, Quick Step, Daltile, Marrazzi/American Olean, PERGO, IVC, and Godfrey Hirst, large sets from Mannington and Engineered Floors, as well as other flooring, stone and tile displays.

THE PRODUCTS TISE exhibiting brands offer products from every aspect of residential and commercial sectors of the flooring, tile, and stone industry including hard goods, soft goods, equipment, tools, supplies and services, and so much more.

THE DEMONSTRATIONS The benefit of attending live markets is to experience the products first-hand and to meet directly with the key people who produce them. Exhibiting brands at TISE 2019 ensured the industry could experience their products directly in live demonstrations within their exhibit spaces, as well as, on the Product Demo Stage at The Design + Installation Showcase Hub (The DISH), right on the show floor. 36 Premier Flooring Retailer | Q1 2019


Attendees came from 77 countries and from every corner of North America to buy, source, network, and discover what is new, needed, and up-and-coming for their businesses. THE EDUCATION

Design-centric, forecasting sessions such as:

TISE launched a brand-new education program called CON-

● Color Vibes: A Journey Through Color and Trends

VERGE at this year’s event. Industry leaders covered the

● The Power of 5: The 5 Hottest Trends in Flooring &

hard-hitting, on-point topics such as:

The 5 Types of People Buying Them.

● The 411 on 4:20: Medical Marijuana and the Work Place

The program was led by experts from inside the industry with

● What to Expect in Washington DC After the 2018 Elections

conversation by veterans, Jon Namba, Lisbeth Calandrino, and Katie Ford to name a few, as well as experts outside the

Technically crucial topics such as:

industry such as Attorney Jeff King and social media special-

● Moisture Mitigation Roundtable

ist Shannon Vogel. Each influencer brought their own unique

● The Ways of Water: Critical Considerations for Shower

perspectives and vault of information to provide value to each

Construction

CONVERGE attendee. Thought in it’s first year, TISE plans to grow, adjust, and improve the program ongoing to ensure it meets the education needs of the industry. ❚

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The World’s Best Carpet Cushion

TM

Why is Healthier Choice the world’s best carpet cushion? The secret is our Never Crush Foam Technology. We manufacture the only carpet cushion made from 100% High Density Memory Foam. Most carpet cushion today is made from waste or scrap pieces of low density, light weight foams which are glued or bonded F E AT U R I N G

together. Our patented, Never Crush Foam Technology offers the luxurious comfort

NEVERCRUSH 38 Premier Flooring Retailer | Q1 FOAM TECHNOLOGY

2019

you want while providing the lasting support your carpet needs.


Hydra-Skin™ is a high performance feature unique to Healthier Choice Cushion; it is the only film-less, breathable moisture barrier, which stops liquid spills from penetrating into the cushion while allowing moisture vapor trapped underneath to evaporate and escape.

Healthier Choice Cushion is infused with Ultra-Fresh® Anti-Microbial Protection to inhibit the growth of harmful odor causing mold, mildew and bacteria. It provides permanent protection.

No Odor - Low VOC’s Healthier Choice is the only carpet cushion which is UL GREENGUARD® Gold Certified for low chemical emissions. Breathing high levels of volatile organic compounds (VOC’s) is linked to health problems including allergies and asthma. Our product is also CRI GREEN LABEL Plus Certified.

Made in part with soybean oil and other natural resources, which reduces the consumption of fossil fuel petrochemicals while supporting sustainable agriculture.

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2019 CFI Convention August 21-23, 2019 San Antonio, TX La Cantera Resort & Spa

WHAT INDUSTRY PROFESSIONALS ARE SAYING ABOUT THE ANNUAL CFI CONVENTION... Of the many flooring industry events, the CFI Convention is where camaraderie, pride and passion for learning are always in hyper-mode. Dedicated CFI professionals come together to advance their skills, share experiences and learn about new products. By attending the convention and through our support of CFI, we are able to better understand the issues and challenges of the installation professional. - Michael Welch, E.J. Welch Company Being amongst some of the absolute best installers and learning from them is a true feeling of empowerment. The administration staff is organized and professional as can be. I enjoy the essence of giving back to the industry and helping create a future for those joining the trade, the artistry. I will NEVER miss an event. -Corey Dickerson, WOLFF Technical Sales

FOR MORE INFORMATION ON ATTENDING OR EXHIBITING: VISIT OUR WEBSITE: WWW.CFIINSTALLERS.ORG OR GIVE US A CALL: 816.231.4646 FOLLOW US ON: 40 Premier Flooring Retailer | Q1 2019


: l a u n n A t s CFI’s 1 April 23, 2019 Plano, Texas

FACT: Research shows over

the next 10 years, in order to keep up with moderate growth within the flooring industry, approximately 180,000 installers must be recruited, trained and put into service in the installation business.

After attending the Build My Future event in Springfield, MO, CFI was inspired and motivated to get in touch with the youth in the Dallas/Fort Worth Metroplex. Youth all across the world has been misinformed about not only the flooring trade, but the construction industry as a whole. With bringing our own personal Build My Future: Flooring Edition to Dallas, we intend to enlighten students on viable career paths that they may not have been exposed to before. Exhibit and Sponsorship opportunities are available! Please contact CFI at: clewis@cfiinstallers.org Or Give Us A Call: (816) 231-4646 Premier Flooring Retailer | Q1 2019

41


The Next GIG Steven Wang CEO and founder of Measure Square

How A Measuring App Can Transform Your Flooring Business

N

owadays consumers are quite savvy when it comes to shopping for flooring products like carpet, wood or kitchen tile. They often first go online with Google searches and then check

out their social media. And yes, consumers will check out a local Home Depot or Lowe’s to talk to reps to get product tips and pricing information. But there is something that needs to happen before a sale is closed — that is, a sales person or estimator needs to visit the home for onsite measurement. As should be no surprise, this process has changed little over the years, despite the tremen-

The fact is that home owners are wowed to see a rep who has a laser meter and measuring app. It instantly builds the trust.

dous advances in technology. A local rep will show up with a few sample books, a sketch pad and a measuring tape. And of course, there are often errors and issues, which winds up costing the consumer money and valuable time. But this approach is starting to change. With the ubiquity of tablets and smartphones, onsite measurement is entering the 21st century. This means that not only the error rates drop and better customer experiences but there is often a higher rate of closed sales. It’s a win-win. Oh, and it should be no surprise that flooring shoppers are using Internet (like www.carpetcalc.com) and mobile technologies (such as the M2 iPhone app) as well. The irony is that they may be even more effective than sales reps! In light of all this, the flooring industry really needs to make the transition new technologies. The fact is that home owners are wowed to see a rep who has a laser meter and measuring app. It instantly builds the trust. What’s more, a homeowner can check out different what-if scenarios (say which product goes to which room, looking at the upgrade options and so on). All this can happen in a matter of seconds. ❚

Measure on the go! Quickly start a project on your iPad or Android tablet and connect a digital laser meter for fast and accurate measuring. Select a product and create a quote on the spot. Capture measurements, photos and even customer signatures on the spot. Measure all flooring products.

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43


The Next GIG

What are Your Hidden Opportunity Costs?

Y

Chad Ogden QFloors President/CEO

Chad Ogden is the CEO/ President and developer of QFloors flooring software. He grew up in the flooring industry, has a BS in Computer Engineering, and worked many years in the technology field before coming back to his flooring

ou most likely know your expense of doing business. It’s easy to pull up a profit & loss statement and see exactly what you spent money on each month. In black and white, we see how much we’re spending on things like salaries, utility bills, cost of goods sold, etc. What we can’t see are the “opportunity costs.” This is defined as the missed opportunities that affect your profit. For instance, the cost of mistakes, theft, and inefficiencies may not show up on a piece of paper, but they can have a significant impact on your business. One of the largest opportunity costs is the opportunity you lose to generate more sales (more gross profit) because you are spending unnecessary time on unproductive tasks in your business. There’s a cost when your time is so consumed by busywork that you can’t focus on more important things… like closing the sale. There’s a cost if your accounting is unorganized and you miss out on supplier discounts. An often overlooked but impactful opportunity cost is whether you’re using the best software for your needs. The right software can streamline operations, boost productivity, and drastically cut down on employee overhead. A few years ago, we compared the EBITDA* of business owners using QFloors software to run their business against the averages in the industry for a similar sized business. Our research showed QFloors owners’ EBITDA percentages were almost 2× the average (most of whom use QuickBooks). It was a difference of $26,000 per year for a $1M business. That’s a pretty big difference. ❚

roots. He currently serves as the Secretariat of the fcB2B committee and is a widely recognized industry leader in floor covering technology. To contact him, email chad@qprosoftware.com

or call 801-563-0140.

*E  arnings before interest, tax, depreciation and amortization (EBITDA) is a measure of a company’s operating performance. Essentially, it’s a way to evaluate a company’s performance without having to factor in financing decisions, accounting decisions or tax environments.

44 Premier Flooring Retailer | Q1 2019


YOUR SOFTWARE SHOULDN’T BE

PAINFUL TO USE Nor should it be torture to learn. QFloors software is: · Powerful yet user-friendly · Comprehensive yet intuitive

Consider QFloors.

Your employees (and your blood pressure) will thank you.

Contact us today for a free demo. (801) 563-0140 www.qfloors.com sales@qprosoftware.com

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An often overlooked but impactful opportunity cost is whether you’re using the best software for your needs. The right software can streamline operations, boost productivity, and drastically cut down on employee overhead. Below: checking the QFloors software on an iPad. At bottom: reviewing inventory with QFloors software.

46 Premier Flooring Retailer | Q1 2019

For instance, consider the time savings of using fcB2B electronic transfer of information. Your distributor or manufacturer can automatically transfer (and update) product lists, prices, shipment information, and more. Promotional prices are also updated. It’s a no brainer to realize the huge time savings of clicking a button to automatically upload thousands of products, rather than manually inputting them, one by one. Flooring specific software should also cut dramatically on the time an accountant needs to spend on your financials, resulting in significant savings in accounting fees. And a surprising number of accountants aren’t well versed in some of the nuances of sales and use taxes within the floor covering industry, resulting in them not making required fixes to QuickBooks and thus you pay too much tax and too early. What are your opportunity costs? Could your profits be higher, with a few simple changes? ❚


T

O

URCE F

TO SO HE GO-

EEDS

RING N

FLOO R YOUR

Get back to life faster with our help.

Happy Feet International offers the finest in luxury vinyl plank for today’s interiors. Our warehouses are stocked and loaded, ready to ship to meet your flooring needs.

7 0 6 . 9 3 7 . 2 5 0 0 | H A P P Y F E E T I N T. C O M

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FLOOR ED

ASTM F2170 Update Makes Concrete Moisture Testing Faster Than Ever

I

n February of 2018, the ASTM (American Society for Testing and Materials) F06 committee announced that they were changing a long-held standard for ASTM F2170 concrete slab relative humidity (RH) testing. No longer was the equilibration period going to remain at 72 hours. The committee changed it to 24 hours.

Now, this presents a serious challenge …if you are not taking advantage of the latest technological advances for moisture testing in concrete. Stay with me here, as we drill down and discover what these technological advances are and what they mean for you.

Jason Spangler Wagner Meters’ flooring division manager

Jason has more than 25 years’ experience in sales and sales management across a broad spectrum of industries. He has successfully launched a variety of products to the market, including the original Rapid RH® concrete moisture test. Jason, who received an MBA from West Texas A&M University in November 2018, has extensive industry involvement, including the National Wood Flooring Association (NWFA), the International Certified Flooring Installers Association (CFI), and is Vice Chairman of Associations for The Flooring Contractors Association (FCICA). Call Wagner Meters today at (844) 533-9100 and ask for Jason or visit www.wagnermeters.com.

But first, from a historical perspective It is a well-documented fact. Installation of flooring over a concrete slab containing excess moisture can lead to catastrophic failures. According to ASTM International, “Excessive moisture permeating from floor slabs after installation can cause floor covering failures such as debonding and deterioration of finished flooring and coatings and microbial growth.”1

This can result in catastrophic damages! Dangerous health conditions, costly repairs, and disruption of business…not to mention the damage to your professional reputation. Let’s consider one example…a healthcare facility. Excessive moisture build-up in the concrete floor of the healthcare facility can lead to an overgrowth of mold or other pathogens between the concrete slab and the floor covering. At some point, the floor deteriorates. Cracks or fissures develop and dangerous pathogens become airborne… circulating around via the HVAC system. Are you getting the picture? What is the BEST and MOST efficient way to prevent these types of disasters? Testing for concrete moisture BEFORE the flooring installation! Let’s look at some of the test options.

Surface-based testing methods…can they be trusted? Starting in the 1940s, flooring and construction professionals typically relied on surface-based methods of testing for concrete moisture. The most commonly used surface-based test in the United States has been the anhydrous calcium chloride test, better known as ASTM F1869. “The calcium chloride test method is used to determine the moisture vapor emission rate (MVER) from a concrete slab. Calcium chloride testing involves sealing a small dish of calcium chloride on a clean section of concrete under a plastic dome. The salt absorbs moisture in that environment (it is assumed that the moisture or moisture vapor comes from the con-

48 Premier Flooring Retailer | Q1 2019


crete slab). The weight gain after three days (60-72 hours according to ASTM F1869) is used to calculate the MVER.”2 An inherent problem with this method is that it only assesses moisture near or at the surface of the concrete. Moisture deep within the concrete slab is not measured. For this reason, a surface-based test should not be considered a reliable indication of a slab’s readiness for installation of finished floor products. This fact cannot be emphasized enough.

In situ RH testing…the new standard Fortunately, research over many years pointed to a much more reliable method of concrete moisture testing and led to the development of a new ASTM standard in 2002. Howard Kanare, Senior Principal Scientist of Construction Technology Laboratories at that time, stated, “The new standard is based on methodology the Portland Cement Association developed in the 1950s and ‘60s, and Scandinavian researchers extended over the last 20 years.”3

The Scandinavian research showed that… concrete slabs typically exhibit a moisture gradient, as already mentioned. In addition, when testing the moisture condition of a concrete slab, the measurement of the RH at 40 percent of slab depth (20 percent when the slab is drying from two sides), gives the most accurate indication of the slab’s moisture…if it were to be covered by a low permeable finish and moisture was allowed to equilibrate. These findings, based on verifiable scientific evidence, offer compelling reasons why moisture testing, using in situ RH sensors placed at specified depths in the slab, gives industry professionals the most accurate assessment of concrete moisture. That’s key information for making critical decisions about flooring installations — decisions that can have long-term implications.

What is the BEST and MOST efficient way to prevent these types of disasters? Testing for concrete moisture BEFORE the flooring installation! Let’s look at some of the test options.

Excess moisture in the concrete slab can lead to costly flooring failures. 1. https://www.wagnermeters.com/newsroom/new-study-underscores-efficiency-of-rh-test/ 2. https://www.wagnermeters.com/concrete-moisture-test/concrete-info/calcium-chloride-moisture-test 3. https://www.astm.org/SNEWS/DECEMBER_2002/moisture_dec02.html

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ASTM F2170 Acknowledging the benefits of in situ RH testing as documented in the Scandinavian research, the F2170 standard specifies the proper test procedure to ensure consistent, reliable, and accurate results. Since its inception in 2002, the standard has been updated several times. And it has become the only approved standard for moisture testing of lightweight concrete applications.

ASTM Precision and Bias Study One requirement originally included in the ASTM F2170 standard was that one had to wait a minimum of 72 hours after drilling and lining the RH test hole before one could record official test results. This time was specified by the ASTM committee as it was thought to be conservative, allowing ample time for moisture equilibrium to occur within the test hole. This 72-hour requirement was further analyzed during an ASTM independent “precision and bias” study conducted in 2014. Results were published as part of the 2016 update to the ASTM F2170 standard. The study demonstrated that RH measurements taken at 24 hours were essentially the same as those taken at 72 hours.

The future is now… These findings ultimately led to another F2170 update in 2018, reducing the wait time for official test results to just

24 hours. That’s great news for project managers and construction professionals, who can now save 48 hours in their construction timeline. It only makes sense to keep pace with technological advances in the industry. Accuracy and efficiency are hallmarks of the ASTM F2170 testing methodology.

What is the bottom line? At 24 hours…with a RH reading that is below the manufacturer’s moisture condition threshold for a given flooring product, the flooring professional can proceed with installation. At 24 hours…if RH measurements are greater than the allowable moisture condition threshold for a given flooring product, the process of moisture mitigation can be implemented. This can include looking into various alternatives and discussing options with the project team. The research clearly demonstrates: RH testing per ASTM F2170 leads to efficient, accurate, and reliable information within 24 hours. No other industry-approved test method offers that. The choice is clear…the path is simple. ASTM F2170’s shortened time frame can increase your bottom line while also giving you the moisture data you need to ensure a beautiful, long-lasting floor. ❚ At left: ASTM F2170 guidelines for in situ RH testing are depth-specific and based on scientific research. At top: RH testing is faster than other industry-approved methods of testing for moisture because official readings can now be taken after just 24 hours.

50 Premier Flooring Retailer | Q1 2019


WOOD MOISTURE METERS

• True On-Site Calibration • Dual Depth Moisture Measurement • Non-Damaging Pinless Sensor • NIST Traceable

TM

24/7 DATA LOGGER

• Collects RH and Temperature Readings • Your Eye on Job Site Conditions When You Are Away • Affordable for Any Job Size

WAGNERMETERS.COM | CALL (844) 533-9100 Premier Flooring Retailer | Q1 2019

51


The Next GIG

Struggling to Run Your Business with Inadequate Software? Here’s What You Need to Know:

I

n today’s fast paced business environment, data is increasingly complex and harder to manage. Without integration geared to the way you do business, no amount of manual organization will

tell you the nitty gritty details of exactly what is going on in your business, and certainly not in a timely fashion to afford you the ability to be proactive with your critical business decisions. Data is arriving from more sources, in greater quantity, and more quickly than ever before. This makes speed incredibly important to flooring firms managing and using their data. That’s why a flooring specific, fully integrated software system is needed now, more than ever. A lack of the right technology for your business will put you well behind the competition, not to mention, keep you spinning your wheels just getting through day-to-day flooring business operations. Selecting non-industry generic software will create immediate and long terms issues because Kelly Oechslin, Rollmaster

A graduate of the University of Georgia with a degree in Marketing, Kelly Oechslin has spent her entire professional career in the flooring industry. Her early employers were Floor Coverings International and Carpax Associates, however, the majority of her efforts and achievements in the industry have been with RollMaster Software.

it is not capable of providing the type of data needed to support the needs of flooring companies. No matter how easy to use a particular software is or claims to be, it must be relevant to operations and automate every aspect of a flooring business. Alternately, investing a few hundred thousand dollars trying to retrofit a system to the way a flooring business works is a waste of time, money, and resources, and ultimately unnecessary with the choices on the market today, RollMaster Software being chief among them. “I’m going on 20 years with RollMaster. I don’t see how I could really know my business or trust the accuracy of reports without RollMaster,” says Tina Dias, owner of Advanced Flooring in Rancho Cordova, California. Another costly mistake: Not integrating your accounting with the rest of your business. This leaves you with an incomplete picture of your overall operations. You’ll also have even less control of your critical processes, such as work in progress, inventory valuation, transfers between branches, purchasing and receiving, cost analysis, installation, sales commissions, and so much more. Why not have all that information at your fingertips? Here’s what Dean Culp, owner of Carpet Barn in Spokane, Washington has to say, “We’ve had a lot of success over the last five years with RollMaster. We’ve increased sales and we’ve grown our business. A good portion of that has to do with RollMaster making us more flexible in the way we write and account for business. We will continue to grow and obviously RollMaster will be a part of that.”

Continued on page 57

“I’m going on 20 years with RollMaster. I don’t see how I could really know my business or trust the accuracy of reports without RollMaster,” says Tina Dias, owner of Advanced Flooring in Rancho Cordova, California. 52 Premier Flooring Retailer | Q1 2019


The

RollMaster Solution! Business Management Software

One Software to Manage it All! From its original inception, RollMaster Flooring Business Management Software was built on a foundation of real-time, multi-location, full-integration technology. This benefits our clients by unleashing growth and creating significant new value within their business. RollMaster Software delivers specialized programs, reports, options, and features, available NOW, designed to help you capture and manage business in every flooring marketplace, including:

Residential

Builder

Property Management

Commercial

Installation House

Wholesale

RMCloud Technology RMCloud offers all the benefits of RollMaster Software, without the complexities of owning, managing, supporting, and upgrading the network technology. RMCloud delivers business software and data to you anywhere, anytime, from any internet connected device.

info@rmaster.com | Ph: 866-822-4904Premier | www.rmaster.com Flooring Retailer | Q1 2019 53


SHOWIN’ OUR STUFF

Schönox Introduces New Renotex® 3D System for Multi-family

T

he apartment, multi-family, and senior housing segments are growing rapidly. Innovative solutions to fulfill sound dampening, insulation, and fire-resistance needs have been devel-

oped in response to this growth. Schönox has engineered the Renotex® 3D System to not only meet, but exceed, these needs in four simple steps. 1. Loose-lay mineral wool sound-insulation layer onto floor. 2. Adhere Schönox RS 50 tape around the project install area. 3. Loose-lay the Schönox Renotex® 3D reinforcement fabric. 4. Cover install area with Schönox AP Rapid Plus. This versatile and customizable system combines Renotex® 3D, a mineral wool sound insulation layer, Schönox RS 50 foam tape, and Schönox AP Rapid Plus providing a fast and cost-effective subfloor renovation system. Once the system is in place, you have a smooth, level, and long-lasting surface ready for installation of a variety of floor coverings. Remodeling projects, especially those in the multi-family and senior housing markets, can become challenging when critical substrates are damaged by use through the years. Some advantages of renovating versus demolition on projects like this are: ● Costs are mitigated when a load-bearing substrate can be rehabbed. ● Installation time is minimized thanks to the rapid dry-time. ● Residents are displaced only briefly throughout the process. Continued on page 57

Installing the Schönox #D System

This versatile and customizable system combines Renotex® 3D, a mineral wool sound insulation layer, Schönox RS 50 foam tape, and Schönox AP Rapid Plus providing a fast and cost-effective subfloor renovation system. 54 Premier Flooring Retailer | Q1 2019


NEW SCHÖNOX AP RAPID AND AP RAPID PLUS SYNTHETICS WITH HYBRID ACTIVE-DRY-TECHNOLOGY Introducing Schönox AP Rapid and AP Rapid Plus synthetic gypsum hybrid self-leveling compounds. Offering the benefits of both worlds by combining the versatility, strength, and durability of synthetic gypsum with the speed of fast-curing cement. Dust-reduced properties and low VOCs only add to the many advantages of AP Rapid and AP Rapid Plus.

Take your business to a whole new level. Call 855.391.2649 or visit hpsubfloors.com to learn how your projects run smoother with Schönox Ön It.

Premier Flooring Retailer | Q1 2019

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The Six Pillars of Relevance and Success. The success of the entire flooring industry is dependent on the success of the specialty flooring dealer. The WFCA has built a foundation on six pillars of relevance and success: research, education, member benefits, philanthropy, advocacy, and technology.

Member Benefits The WFCA has a broad network of vendor partners to provide our members with operational benefits designed to increase the bottom line. This ranges from the robust suite of services in our new Savings4Members program to trade scholarships to recruiting and consulting to an exclusive spot and spill warranty system.

Education One of the cornerstones of the WFCA is the exclusive education for our members. This includes primers on green flooring, writing contracts and understanding the independent contractor, as well as an abundant array of training seminars and online education under the banner of the newly formed WFCA University. With the integration of CFI, the WFCA is working to tackle one of the most pressing issues in the industry—the ongoing education of qualified installers.

Advocacy Whether lobbying Congress, or education on pressing industry legal issues from our general counsel, Jeff King, the WFCA is committed to championing the causes and issues that are important to you as a retailer. WFCA has implemented a new legislative action center where our members and supporters can now easily contact their elected officials. To get involved and/or take action in industry-related government relations, click the button below.

Research From market trends to technology to our recently concluded, exclusive Secret Shopper consumer research, the WFCA provides cutting edge, proprietary research to help our members. Access to exclusive research is one of the many benefits of membership.

Technology The WFCA embraces technology that will directly impact the success of our members, including fcB2B technology which allows WFCA members to streamline their business. Floor Covering Business to Business (fcB2B) technology enables software users to automatically send and receive the documents that are exchanged everyday between manufacturers, distributors, and flooring retailers and contractor, in a fraction of the time it takes to complete manually.

Philanthropy? The Floor Covering Industry Foundation is dedicated to financially assisting those who are or have been affiliated with the floor covering industry who experience illnesses, severe disabilities, or other life-altering hardships. The Foundation ensures that these philanthropic efforts are accomplished with compassion, confidentiality, and preservation of dignity for the individuals concerned. â?š

56 Premier Flooring Retailer | Q1 2019


Schönox continued from page 54

This multi-family solution was designed with installers in mind. Schönox AP Rapid Plus offers professional flooring installers the opportunity to build up a true self-leveling, load-bearing, porous substrate suitable for wood or other flexible materials, such as luxury vinyl tile or carpet tile. The Renotex® 3D System allows for easy application and minimized demolition on the job site while offering drying times that are not sensitive to thickness or climate conditions. Combined, the system is strong, versatile, and durable.

what is hybrid active-dry technology? revolutionary.

When it comes to multi-family renovation, you and Schönox are ÖN IT. ❚

This versatile and customizable system combines Renotex® 3D, a mineral wool sound insulation layer, Schönox RS 50 foam tape, and Schönox AP Rapid Plus providing a fast and cost-effective subfloor renovation system.

Rollmaster continued from page 52

A third consideration is how a flooring software company carries out implementation of the software. Employee training is essential, and on-site training produces the best “go live” results, not to mention helping to effectively transition to post implementation support, which is crucial. Off-site training is not the best way to start using a new system, as it limits discussion of your specific business processes. You benefit most when your implementation is effective and the software vendor becomes a partner. And lastly, the better flooring software vendors are continuously developing

SCHÖNOX SYNTHETIC HYBRID SELF-LEVELING COMPOUNDS: AP RAPID AND AP RAPID PLUS AP Rapid and AP Rapid Plus synthetic hybrid self-leveling compounds offer the benefits of both worlds by combining the versatility, strength, and durability of synthetic gypsum with the speed of fast-curing cement. AP Rapid and AP Rapid Plus are 100% active drying; temperature nor humidity affect curing times, helping to ensure that your projects get finished before the deadline. Contact your Schönox representative for more information about these revolutionary self-levelers.

new and better ways for you to run your business. Your flooring software should utilize Application Program Interface (API) endpoints that are designed to create analytics for you to quickly analyze real time data and integrate your data with other marketing and business development apps. These tools and integrations must continually evolve so owners and managers can detect patterns, automate decisions, and generate job related communications. If you truly wish to run your business, and not let it run you, make the time to research the best flooring software fit for you. ❚

Take your business to a whole new level. Call 855.391.2649 or visit hpsubfloors.com to learn how your projects run smoother with Schönox Ön It.

Premier Flooring Retailer | Q1 2019

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SHOWIN’ OUR STUFF

Introducing Legendary Floors

S

EM Group is a privately-owned business headquartered in the heart of the flooring industry, Dalton GA. SEM Group manages more than 14 million square feet of inventory in over

240,000 square feet of warehouse and distribution centers in Northwest Georgia, and over 3 million square feet of manufacturing facilities throughout the world. Recent investments in tech-

SEM Group manages more than 14 million square feet of inventory in over 240,000 square feet of warehouse and distribution centers in Northwest Georgia, and over 3 million square feet of manufacturing facilities throughout the world.

nology enable SEM Group to ship any of its 3000+ sku’s quickly, and most often within 24hrs. Which in turn, provides an exceptional customer service experience including order entry, shipment, tracking, and information reporting. SEM Group’s goal is to adhere to our core business values- excellence, innovation, and integrity while adapting to changing business conditions and customer demands.

Just For You! SEM Group has been listening and has delivered! January 2019 SEM Group introduced a new brand, Legendary Floors, but this is not just any brand. Legendary Floors was designed exclusively for retailers. Why “Legendary Floors”? According to Webster’s, “legendary” has more than one facet. First, it means “relating to, or characteristic of legend or a legend.” When starting a new brand that was designed for retailers SEM Group wanted to accentuate the drive for success and the belief of accomplishments of all our retailers. Second, legendary means “well-known.” Again, as a flooring manufacturer in a world full of flooring competition, the question we asked ourselves was “how are we different?” and “how can we help our retailer dealers stand out?” With this in mind, we wanted not just a new brand but a brand name that told retailers what makes them inimitable. Each and everyone of our retailers are not just another company name on a list but a celebrated partner. A partner that we are committed to support through growth and infinite success with a legendary product line! You Are Legendary!

58 Premier Flooring Retailer | Q1 2019


… as a flooring manufacturer in a world full of flooring competition, the question we asked ourselves was “how are we different?” and “how can we help our retailer dealers stand out?” SEM Group did not stop at just a brand name but designed and launched a line of displays specifically for retailers. As seen below, Legendary Floors Wood Collection Wing Display, Legendary Floors Waterproof Laminate Collection Display, Legendary Floors Vinyl Collection Wing Display and Ibiza Engineered Wood Collection Display.

“There are no traffic jams on the extra mile” Zig Ziglar

Legendary Floors Display Collection

Spring Forward with New Ideas The first day of Spring is the only time of the year when the sun rises in the east and sets in the west for everyone across the world. It is also the season that is often associated with rebirth, renewal and regrowth. Statistics show that Spring is the season most people will make changes to their homes, including flooring. With over 3000 sku’s to chose from SEM Group has something for every design and inspired moment.

Premier Flooring Retailer | Q1 2019

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Luxury Vinyl Planks

Luxury Vinyl Planks, SPC Vinyl Planks, & IWP/WPC Vinyl Planks: Legendary Floors by SEM Group offers from entry level to high end constructions to meet all your consumer’s needs. With a variety of options to chose from including attached pad, wear layers up to 22 mils, and planks up to 72” in length there is a selection to meet the most demanding environment.

American Aquawood

It’s REAL Waterproof Hardwood Floors! Our exclusive waterproof engineered hardwood flooring was made with commercial-grade durability, a unique H2Zero construction core, enhanced coating that resists scratches, stains and wear. Not only does it makes clean up a breeze but it was designed to handle every water challenge with style and an actual hardwood texture under your feet.

Hardwoods

Legendary Floors by SEM Group offers solid and engineered hardwoods in Birch, Hickory, Oak, Elm, European Oak, and Acacia. With visuals from handscraped to wire brushed, and thicknesses from 3/8” to 3/4”, we have a product to fit any type of project.

60 Premier Flooring Retailer | Q1 2019


Legendary Floors by SEM Group offers 18 different Underlayment’s, a full line of Adhesives, and a full line of coordinating Transitions for all running line colors. Laminate

With a new waterproof laminate line that launched January 2019, we stock both 8mm and 12mm products from traditional to chicsleek with over 50 color/pattern options to guarantee a sale. Adding another component to your laminate flooring sales campaign, we have a 48-hour waterproof warranty that comes with our new line.

Accessories Legendary Floors by SEM Group offers 18 different underlayments, a full line of adhesives, and a full line of coordinating transitions for all running line colors. â?š

Have Questions for Us? Contact your sales rep or connect with us directly. SEM Group, 3036 Parquet Drive, Dalton, GA. 30720 706.277.0195 Visit us: www.legendaryfloors.us

Premier Flooring Retailer | Q1 2019

61


The Next GIG

Keep Learning — Stay Successful

P

rofitable flooring dealers use some type of software system to manage their flooring business. In time software is improved and enhanced with updates however, keeping abreast of all of those changes can be a challenge for even the most successful businesses. How can busy flooring dealRJ Petersen ers ensure they are taking Director of Training advantage of their software RFMS, Inc. investment? Continuing education is the key. A common scenario we often see — software is installed, users are trained, business goes on. As the software is updated, the users can struggle to keep up with new features and changes made within the program. To combat this challenge, RFMS regularly offers a variety of continued education for the users of our software. We offer free webinars, custom e-learning programs, onsite training, hands-on classroom training and regional seminars training options. Additionally, every other year, we offer an opportunity for RFMS owners and users to come together for a comprehensive three-day training event. The 2019 RFMS Owner & Education Conference brings together some of the most successful companies in the flooring industry. The conference will provide opportunities for owners, managers, and users to learn about software developments, collaborate with industry peers, strategize with RFMS staff, and have some fun. The RFMS Owner & Education Conference 2019 is being held in Dallas, TX at the Gaylord Texan Resort. RFMS offers this conference biannually. The 2019 event is being hosted for the first time in Dallas to accommodate a large increase in attendance. Our users can come together and 62 Premier Flooring Retailer | Q1 2019

choose from 64 different workshops, running in 9 different classrooms. We have classes geared for owners, sales professionals, accounting, estimators and just about anyone else who works in the flooring business and uses RFMS and Measure. The dates are April 24-26, 2019. More information: www.rfms.com/conference. “EXPLORE THE POSSIBILITIES 2019” is designed to inspire users through community engagement and software training. Attendees will experience the latest and greatest RFMS has to offer by seeing the hundreds of program additions and enhancements first hand. This conference offers opportunities for users to discover why the new features were developed and how they can be implemented to add real, tangible value into their company. New for 2019, five of our classrooms will be equipped as computer labs allowing many attendees to experience classroom training while using RFMS hands-on. ❚

Features of the “EXPLORE THE POSSIBILITIES 2019” user conference include: ● 6 4 workshops, some featuring hands-on computer training from professional industry-specific speakers ●P  anel discussions and breakouts ● Access to our RFMS Owner and Education Conference App ● Welcome Dinner Buffet with Open Bar on Wednesday with meet & greet with RFMS staff and sponsors ●F  ull Breakfast on Thursday ●L  unch on Thursday ●C  ocktail Hour with Open Bar on Thursday ●P  rivate Dinner Event with Live Band on Thursday at the Glass Cactus Nightclub at the Gaylord ●F  ull Breakfast on Friday ● All day snacks and beverages are also included ●E  xclusive access to online content including recordings and documentation from every session


Premier Flooring Retailer | Q1 2019

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Maria Oliveira, Laticrete Sr. Manager, Marketing Communications

SHOWIN’ OUR STUFF

How Grout Color Can Transform Tile Installations

D

uring the design process, homeowners and builder owners meticulously select the right countertops, the perfect shade of blue backsplash tile and the ever-important shower con-

figuration to mark the difference between an average shower vs. a soul-cleansing experience. However, grout color is often overlooked even though a complementary color can make a tile design pop and transform a room. Help your clients master their designs with tips and product suggestions from LATICRETE, a leading manufacturer of globally proven construction solutions for the building industry.

Seamless Blending Consumer preferences continue to lean towards sleek, no-nonsense aesthetics throughout

Consumer preferences continue to lean towards sleek, no-nonsense aesthetics throughout commercial and residential spaces.

commercial and residential spaces. To achieve this look, guide your clients to select a grout color that blends in seamlessly with their tile. For a perfect color match, PERMACOLOR® Select AnyColor™, an advanced high-performance cement grout allows customers to choose from 80 stocked colors with the ability to customize their grout color to match nearly any color in the Benjamin Moore® and Sherwin-Williams™ palettes.

Adding Contrast Utilizing contrasting materials like dark tile with light grout make the grout color a prominent design element. When selecting a color, it’s important to remember to guide your clients to a

64 Premier Flooring Retailer | Q1 2019


While contrasting colors may make a room appear busier, mastering this type of design work creates a visuallyappealing room by adding texture and depth shade that complements the pattern of the tile work, rather than compete with it. While contrasting colors may make a room appear busier, mastering this type of design work creates a visually-appealing room by adding texture and depth. A truly unique look requires a truly unique grout. SPECTRALOCK® PRO Premium Grout produces the most color uniform, color accurate grout available today. While available in a wide range of colors, including 40 traditional solid colors, with the addition of SPECTRALOCK DAZZLE, tile installations can be brought to life with metallic grout colors that add a shimmer effect perfect for pools, and even glow-in-the-dark grout perfect for an out-of-this-world entryway or hallway bathroom. This product may not be a fit for the traditional client, but it’s a good product to have up your sleeve to “wow” a daring customer! ❚

Laticrete Spectralock Neon grout.

Laticrete Spectralock Sparkle grout.

A truly unique look requires a truly unique grout. SPECTRALOCK® PRO Premium Grout produces the most color uniform, color accurate grout available today.


Tile comes in thousands of colors. Now your grout does too.

With PERMACOLOR Select^ ANYCOLOR™, we can match your grout to over 10,000 colors available in the Benjamin Moore † and Sherwin-Williams † palettes. ®

®

EQUIPPED WITH

STONETECH® ** SEALER T E C H N O L O G Y

n n

n

Fast custom ordering – in less than two weeks Never needs sealing – equipped with STONETECH® Sealer Technology Available in 80+ stocked colors, including all 40 LATICRETE® colors and the top selling competitor colors

www.laticrete.com

l 1.800.243.4788

See Data Sheet 230.99 for complete warranty information. ^United States Patent No.: 6784229 B2 (and other Patents) **When mixed with PERMACOLOR® Select Base. †Sherwin-Williams and Benjamin Moore have no involvement with this program. A-8688-0319 ©2019 LATICRETE International, Inc. All trademarks shown are the intellectual properties of their respective owners.

*

®

Globally Proven

Profile for Margo Locust

Premier Flooring Retailer Magazine Q1 2019  

FILLING THE NEED FOR RETAILER EDUCATION Premier Flooring Retailer is the face of the specialty flooring retailer. It is the only publication...

Premier Flooring Retailer Magazine Q1 2019  

FILLING THE NEED FOR RETAILER EDUCATION Premier Flooring Retailer is the face of the specialty flooring retailer. It is the only publication...

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