Coverings September 2021

CANADA’S FLOOR COVERING MAGAZINE

August/September 2021

THEN & NOW

SMALL TALK

Baldwin Village Social Housing

What it takes to succeed as an independent flooring dealer

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WHAT’S TRENDING IN LAMINATE NEW CONCRETE FLOORING SPEC

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CANADA’S FLOOR COVERING MAGAZINE

CONTENTS AUGUST/SEPTEMBER 2021

FEATURES 9

10

NEXT-GEN LAMINATE Homebound consumers want more from their flooring Water World Installing laminate floors in rooms that get wet

14 GIRL POWER Early education key to increasing women’s representation in skilled trades 16 Closing the Gap New specification bridges concrete, floor covering trades

Photo courtesy Taylor Smyth Architects

6

Business Builder How independent flooring dealers can compete with big-box stores

22 THEN & NOW

Rundown Victorian era home in Toronto’s Baldwin Village neighbourhood transformed into elegant social housing

DEPARTMENTS 4

From the Editor Adapting to change requires flexibility

18

Product Showcase

20

Stats & Facts

CANADA’S FLOOR COVERING MAGAZINE

August/September 2021

THEN & NOW

SMALL TALK

Baldwin Village Social Housing

WET ROOM INSTALLATION TIPS

Cover photo by Taylor Smyth Architects

WHAT’S TRENDING IN LAMINATE PM 40063056

COLUMNS

Coverings_August_September_2021.indd 1

Canada’s floor covering magazine \\

NEW CONCRETE FLOORING SPEC

2021-09-17 3:05 PM

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FROM THE EDITOR

ADAPTING TO CHANGE REQUIRES FLEXIBILITY THERE’S NO DENYING that government lockdown orders during the pandemic have hurt smaller businesses and given big-box retailers an unfair advantage. In many provinces, while local independent flooring dealers were forced to close and switch to curbside pickup or delivery only, megastores like Home Depot were allowed to remain fully open, at least during some stay-at-home orders, because they sold essential items, too. As a result, small business owners had to adapt to not just remain competitive but literally survive the worst economic downturn since the Great Depression. Samuel Greenberg of FloorForce, the world’s largest provider of digital solutions to the flooring industry, explains how in Retail Rethink.

We then shift to our spotlight on laminate. To begin, David Moore of Mohawk Industries delves into what’s trending in this flooring category, influenced primarily by consumers that have been homebound for much of the last 18 months. Then, Dan Natkin of Mannington Mills walks through best practices for installing this material in wet areas of the home.

Next, we delve into the topic of training and education. In early September, a new book hit store shelves specifically aimed at schooling kids, particularly young girls, on the people and skills that go into building a home, with the goal of getting them interested in trades work. The House that She Built serves as a catalyst for the article, Girl Power, which speaks to the importance of early education in increasing women’s representation in the construction industry and related sectors. Rounding out this section, Chris Maskell of the National Floor Covering Association details a newly released specification document that will help bridge the gap between the concrete and floor covering trades.

To close is our regular Then & Now column. This issue features a unique example of social housing within an older Toronto townhome. Taylor Smyth Architects designed the two-storey Toronto Community Housing unit using readily available materials purchased at local building supply stores.

If you’ve recently worked on a residential or commercial project that you’d like to see featured in the magazine, please contact me at claret@mediaedge.ca.

Clare Tattersall

PUBLISHER

CO-PUBLISHER

Jason Krulicki

Dan Gnocato

EDITOR

ART DIRECTOR

claret@mediaedge.ca

annettec@mediaedge.ca

jasonk@mediaedge.ca

Clare Tattersall

dang@mediaedge.ca

Annette Carlucci

PRESIDENT

GRAPHIC DESIGNER

kevinb@mediaedge.ca

roxyh@mediaedge.ca

Kevin Brown

CIRCULATION

circulation@mediaedge.ca

Thuy Huynh

Coverings is published six times annually, Jan./Feb., Mar./Apr., May/June, July/Aug., Sept./Oct. and Nov./Dec., for Canada’s floor covering industry. Subscriptions are free to qualified participants in Canada’s floor covering industry. Subscribe at www.coveringscanada.ca. Readers from outside Canada may purchase subscriptions for $55 Cdn. For subscription inquiries, e-mail circulation@mediaedge.ca. Return undeliverable Canadian addresses to: Coverings 2001 Sheppard Avenue East, Suite 500, Toronto, Ontario M2J 4Z8 MediaEdge Communications and Coverings disclaim any warranty as to the accuracy, completeness or currency of the contents of this publication and disclaims all liability in respect to the results of any action taken or not taken in reliance upon information in this publication. The opinions of the columnists and writers are their own and are in no way influenced by or representative of the opinions of Coverings or MediaEdge Communications.

Copyright 2021

PRODUCTION MANAGER

Canada Post Canadian Publications Mail

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Sales Product Agreement No. 40063056

Rachel Selbie

ISSN 0834-3357 Published by 2001 Sheppard Avenue East, Suite 500, Toronto, Ontario M2J 4Z8 © 2021 by MediaEdge Communications. All rights reserved.

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BUSINESS BUILDER

RETAIL RETHINK

How independent flooring dealers can compete with big-box stores

By Samuel Greenberg

W

ith Covid-19 changing nearly everything about the way people shop, flooring retailers have had to adapt, almost immediately, to an entirely new reality. And they’ve had to do so in the shadow of trade wars, economic uncertainty and skyrocketing lumber prices.

But while local dealers have scrambled, big-box stores have continued to rake in business. Home Depot, for example, posted a 24 per cent profit increase (to a whopping $33.54 billion US) in the third quarter of 2020 alone.

How? An unfair competitive advantage (because goodness knows it 6

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wasn’t thanks to their product knowledge or customer service).

While flooring dealers have been forced to close during lockdowns, big-box stores have been allowed to remain open — undercutting independent stores with entry-level products.

However, like their most popular products, flooring retailers are resilient. The changes brought on by the pandemic have forced them to adjust their traditional business models to stay competitive in the digital age. Here’s how.

BUILD AN ONLINE PRESENCE

Nearly 97 per cent of all consumers use online tools to decide where to

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shop locally, according to a report by experience management company Qualtrics. Translation: If a small business owner doesn’t have an online presence, they’re basically asking users to shop elsewhere.

Think of a website as a digital storefront. Retailers invest a lot of time and energy into making sure their storefronts are beautiful and inviting. They might even include personal touches to set themselves apart from their competition. Their digital storefronts should do the same.

After all, everyone has visited websites that look like they haven’t been updated since the age of Blockbuster video stores.

Do those sites elicit trust or the urge to make a purchase? Of course not, and why would they?

Plus, it’s 2021; consumers expect relevant information to be just a click away. That means a website should include everything from a business’s hours of operation to its brand story and, most importantly, an up-to-date product catalogue. (After all, nobody wants to spend hours perusing products in-person, especially during Covid.)

And since more than 68 per cent of all website visits in 2020 came from mobile devices, they need to be mobile-friendly, too.

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EMBRACE LOCAL REVIEWS

The importance of local reviews cannot be overstated. According to that same Qualtrics report, more than 93 per cent of buyers read reviews before making a purchase. And that number gets even larger when it comes to big purchases like new floors.

But a store doesn’t just need reviews — it needs good reviews.

Luckily, flooring retailers have two powerful review tools at their fingertips: Google My Business and Yelp.

Google My Business (GMB) profiles are what Google shows when someone searches for local results (terms that include ‘near me,’ for example).

They usually contain hours of operation, ratings, reviews and so on.

Flooring dealers can (and should) take control of their GMB and Yelp profiles. By adding store pictures, listing special services and responding to comments, dealers show engagement in the community. In the digital age, greater engagement means more leads.

Big-box stores may have multimillion dollar marketing budgets but they’re lacking two things: a brand personality and excellent customer service. GMB and Yelp profiles should be used by dealers to demonstrate both.

OPTIMIZE FOR ORGANIC SEARCH

Any retailer that has taken the time to look into digital marketing for their flooring business has likely come across the term SEO.

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BUSINESS BUILDER

\\ Today’s consumers expect relevant information to be just a click away. That means a flooring dealer’s website should include everything from hours of operation to its brand story and, most importantly, an up-to-date product catalogue.

But what exactly is SEO? Why is it important? And how can a dealer use it to drive leads to their flooring store?

SEO stands for search engine optimization and it’s the art of optimizing digital content (like web pages and blog posts) so it ranks higher on search engines like Google.

If someone searches for a specific flooring store’s name on Google, that retailer wants their website to be the number one result. It’s just common sense. But they also want their website to be the number one search result for terms related to their store like ‘flooring stores near me,’ ‘best vinyl plank flooring brands’ or even ‘hardwood in Toronto.’

Consumers who search for terms like these are already high-quality leads and retailers want them buying from their business, not skipping off to the closest big-box store.

USE GOOGLE ADS STRATEGICALLY

It’s true that one has to spend money to make money but that doesn’t mean a business has to spend a lot.

Enter Google Ads, which is the single most effective tool for driving leads on a budget. Many retailers already utilize this program since it allows users to choose exactly who sees which ads down to the tiniest detail. With an experienced digital marketer running ad campaigns, qualified leads can be found and nurtured with almost zero wasted ad spend.

STREAMLINE THE ONLINE TO OFFLINE SALES FUNNEL

A retailer has a strong online presence and cultivated great leads.

Now, has does it sell flooring digitally?

This is where the online to offline sales funnel comes into play. Remember, the average customer wants to spend little time in a store.

They’ve done their research at home and they want their physical 8

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buying experience to be quick and easy, especially in the age of Covid.

In order to turn digital leads into in-person sales, the online to in-person transition needs to be as seamless as possible. Interaction management programs can help with this. These applications gather a customer’s communications in one place — text messages, web forms, e-mails and even call transcripts. Each customer has their own profile and all their communications are right there, in chronological order, for retail sales associates to read. This allows associates to give customers exactly what they want the minute they enter a physical storefront. No trying to find the products they were looking at online or figuring out which associate they were talking to. Just seamless, online to offline conversions.

EMBRACE VISUALIZATION

Retailers can find similar success with augmented reality (AR) visualization tools, especially those that have both online and offline functionality. These tools allow buyers to upload pictures of their rooms and then see how they’d look with different floors. Data indicates customers who use visualization tools are significantly more likely to purchase flooring on their first trip to a brick-and-mortar store (with less samples, as well). In an age when fewer treks to a physical location means a higher conversion rate, this is exactly what independent retailers want to encourage.

Samuel Greenberg is associate director of content marketing at FloorForce and its parent company, Broadlume. FloorForce is the world’s largest provider of digital solutions to the flooring industry. All of its digital tools are integrated into a single easy-to-use web platform, DealerHQ, which is designed to help flooring retailers organize, optimize and grow their business.

LAMINATE FLOORING

NEXT-GEN LAMINATE Homebound consumers want more from their flooring

By David Moore

T

he way people feel about their living spaces has become increasingly important. With many homebound due to pandemic public health measures, homes are no longer just a place to eat and rest a weary head. Now, they function as workspaces, schools, gyms, playgrounds and anything else a family might need. As a result, there has been a surge in demand by consumers to change their homes from a utility area, used without any thought of design and flow, into a sanctuary that is rooted in wellness and mindfulness.

Flooring is a strong contributor to the overall design and function of a space, with the colour setting the tone for a room and the mood of those who enter. With so many flooring options in the market, laminated wood not only offers beautiful, on-trend colour options perfect for any style of design, but it also provides the toughness needed to keep floors looking the same as the day they were installed.

With a shift toward a more spa-like, minimalistic aesthetic that is fresh and calm-

ing, consumers are leaning into traditional-looking floors with more natural colour schemes. Calmer, lighter-toned flooring acts as a clean slate, allowing homeowners to add as much or as little personality to their spaces as they please. A perfect example of this is Scandinavian designed homes, which use light flooring and walls as a base for the other design elements. The use of neutral coloured flooring and walls also creates an airy feeling. Flooring tends to be light with blond or bleach shades, or warm oak. Combined with light coloured, natural and soft furnishings, these colourations help bring nature inside, giving the space a mood-boosting quality.

Keeping with this trend, laminated wood products are leaning toward more natural, softer and lighter looks, such as walnut, birch

and oak. Bringing the patterns and tones of the natural environment inside creates a sense of flow. The colours and textures in these species are soothing and familiar, adding the emotional relief and sensory comfort consumers are craving after more than a year of uncertainty brought about by the pandemic.

In particular, blonder coloured laminate floors with realistic knots and graining patterns are increasingly popular, as they pull in warm tones that provide a sense of nostalgia. Older wood and laminate flooring trends tended to lean toward orange undertones.

Blonder coloured laminate products are a perfect choice for those wanting to blend the old and new in their homes, serving as a reminder of where they have been and where they will go.

Combining the look and feel of real wood with the toughness needed for busy families and high-traffic areas has never been more important. Today’s laminated wood products offer beautiful hardwood visuals without having to compromise on performance.

They’re scratch-resistant, scuff-resistant and fade-resistant, providing the long-lasting performance that consumers demand.

Some manufacturers offer the latest in water-proof technology, with floors featuring water-tight joints that prevent water from leaking through gaps to damage the subfloor, and a waterproof finish that traps moisture on the surface.

Laminated wood is always developing to keep up with consumers’ expectations. Not only durable and built to withstand real life, these products can achieve hardwood elegance in any room of the home that will extend into the next generation of style.

David Moore is senior product director of wood and laminate at Mohawk Industries. Located in Calhoun, Ga., Mohawk is a leading global flooring manufacturer that creates products to enhance residential and commercial spaces around the world. David has worked in product development and management positions in the flooring industry for more than 15 years.

Canada’s floor covering magazine \\

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LAMINATE FLOORING

WATER WORLD

Installing laminate floors in rooms that get wet

By Dan Natkin

L

aminate is one of the most affordable and versatile types of flooring for residential and commercial spaces as it is designed to emulate the appearance of real wood, tile or stone; provides superior performance benefits; and is offered in a wide variety of colours, textures and styles. When installed properly, it can go in nearly any room, including those where it traditionally would not have been installed. However, even with all these positive attributes, there are preconceived notions regarding laminate flooring that should be dispelled before discussing installation in wet areas.

MYTHS VERSUS FACTS

Myth: Laminate damages easily.

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Create a watertight seal around the entire perimeter of the installation using flexible 100 per cent silicone sealant.

Fact: Laminate is actually very durable. It is constructed of thick layers that are resistant to everyday wear and tear, standing up to everything from high heel shoes to pets’ nails to children’s toys. But all laminate is not created equal. A good indicator of quality is the NALFA (North American Laminate Flooring Association) symbol. NALFA certified laminates are third-party verified for extreme durability and stain, wear and even moisture resistance.

Myth: Laminate is expensive.

Fact: Laminate is one of the most affordable flooring options on the market, especially when compared to the total installed costs of carpet, ceramic tile and hardwood.

Myth: Laminate looks cheap.

Fact: Digital print and embossed-inregister technology have allowed laminate design to soar. Today’s laminate floors take on incredibly realistic wood and tile visuals to the point where it can be challenging to

LAMINATE FLOORING

tell the difference between real hardwood and laminate.

Myth: Laminate is just another word for luxury vinyl tile (LVT).

Fact: LVT and laminate are constructed very differently. LVT has a vinyl core, while laminate has a wood-fibre core, which actually makes it more sustainable and environmentally friendly. And most of the laminate flooring sold in North America is manufactured in North America. The same cannot be said about LVT. Myth: Laminate is not suitable for wet areas in the home.

Fact: In recent years, incredible advancements have been made in moisture resistance technologies for laminate flooring.

Many laminates now have improved surface moisture resistance to place the product on par with or better than LVT. Again, to ensure a quality product, look for laminate flooring that has been certified to the NALFA moisture resistance standard.

INSTALLATION BEST PRACTICES

Now that the myths about laminate flooring have been dispelled, it’s time to discuss installation in wet areas of the home, such as laundry rooms, kitchens and bathrooms.

There are six best practices to follow.

To begin, ensure the subfloor is clean, flat and dry with no history of subfloor moisture issues. If there is evidence of subfloor moisture, seal the subfloor with a high-quality moisture vapour barrier.

Next, always use a high-quality, threein-one underlayment. Look for NALFA certified underlayments specifically designed for use with laminate flooring. These will provide comfort underfoot, moisture protection and sound absorption. If the flooring already has an attached pad, use a plastic poly sheet vapour barrier below the flooring that is a minimum of 0.15 millimetres (six mil).

Seal all cut edges of the planks with a high-quality, 100 per cent silicone sealant.

This will protect any exposed core. Many manufacturers also offer a site applied sealant.

Ideally, use a compressible foam backer rod in all expansion spaces and then cover with silicone. This will provide added protection from surface-based moisture.

Finally, create a watertight seal around

\\ In recent years, incredible advancements have been made in moisture resistance technologies for

laminate flooring. Many laminates now have improved surface moisture resistance to place the product on par with or better than luxury vinyl tile.

the entire perimeter of the installation using flexible 100 per cent silicone sealant.

Do not use an acrylic sealant; only silicone will suffice. Install trim pieces and seal the areas with additional silicone sealant.

Apply the sealant at all connections to door frames and other fixed objects, too.

Once complete, clean up spills in a reasonable amount of time. Refer to the manufacturer’s warranty for further specifics.

While laminate with moisture protection will stand up to what consumers want most — resistance to common, everyday spills and surface moisture — it is not designed to withstand traumatic flooding. Like all floors, water will always find the path of least resistance and in nearly 100 per cent of true flooding cases, the flooring will need to be replaced whether it was marketed as waterproof or not.

Dan Natkin is vice-president of hardwood and laminate at Mannington Mills. He has more than 20 years of industry experience and currently serves as president of the North American Laminate Flooring Association.

Canada’s floor covering magazine \\

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TRAINING & EDUCATION

GIRL POWER

Early education key to increasing women’s representation in skilled trades

By Clare Tattersall

A

new book aims to help bridge the gap of the skilled labour shortage by educating and exposing children, particularly young girls, to construction-related careers and elevating women in the industry.

Titled The House that She Built, young readers will learn about 18 different and inspiring STEAM (an acronym for science, technology, engineering, arts and math) and construction careers through the tradeswomen who contribute their individual skills to complete the collective project — a new home.

“A book celebrating women choosing construction as a career path and being 14

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successful within is long overdue,” says Acacia Ashick, vice-president of the Canadian Association of Women in Construction (CAWIC) and construction project coordinator for Urbacon. “Children and even adults are conditioned to think (construction) is only a ‘man’s job’ and this world has no place for feminine success. It is important to teach children, especially at a young age, that this industry not only (provides a) viable but also a fruitful career and journey that includes job security, stability and room for growth.”

This is the goal of the book’s author, Mollie Elkman, and illustrator, Georgia

Castellano. The pair, who work together at homebuilder marketing agency, Group Two, hope it cultivates curiosity about skills development and careers in construction at an age where self-esteem and identity are being formed.

Ashick is optimistic it will.

“Kids are like sponges and this is a critical time in their life that they will soak up this idea and hopefully carry it as they continue to grow and fulfill a job and career,” she says.

Produced by BuilderBooks, the publishing arm of the National Association of Home Builders (NAHB), the book is inspired by the team of real women who came together

TRAINING & EDUCATION to build a one-of-a-kind home in Saratoga Springs, Utah, known as The House that She Built; hence, the book’s name. It’s the first home in the U.S. to be built by a 90 per cent all-woman, skilled labour team. Female trade workers were flown in to work on the project from across the country, helping add to the home with each of their expertise.

Monies from the sale of the home will go to scholarships for women pursuing careers in the construction field, a local non-profit and toward funding other future homebuilding projects.

Similarly, proceeds from the book will support skilled workforce development and diversity and inclusion in the construction industry. The House That She Built retails for $23.95. It was released Sept. 14, and is available at local bookstores like Indigo.

According to NAHB, the book is only the beginning of inspiring diversity and inclusion for future generations of the skilled workforce for the housing industry.

This is important given that less than three per cent of the on-site workforce in housing in the U.S. are women. Faced with a skilled labour shortage — 71 per cent of builders surveyed in December 2020 said they expect to face an issue with the cost/ availability of labour this year — the industry needs to increase recruitment from groups traditionally underrepresented in the current construction labour force like women.

The same is true in Canada. According to BuildForce Canada, which provides labour market information and programs for the construction workforce, the industry is challenged to find labourers to replace the estimated 257,100 workers that are expected to retire by 2029, which amounts to 22 per cent of the 2019 labour force.

Based on historical trends, BuildForce Canada expects the construction industry to draw approximately 227,600 firsttime entrants aged 30 and under from the local population, leaving the industry with a possible retirement-recruitment gap of 29,500 workers. When coupled with demand growth, the industry may be short as many as 82,400 workers by the end of the decade.

“Even if the labour market leverages full interprovincial mobility, the industry will still need to be diligent in recruiting, training and retaining young workers, and expand recruiting efforts for new workers

\\ The House that She Built educates young readers about the people and skills that go into building a home.

One by one, kids will learn about the architect, framer, roofer and many more as they contribute their individual efforts needed to complete the collective project. The goal is to leave kids excited about their own skills and interested in learning new ones.

from local labour, other industries and new immigrants to meet ongoing labour needs,” said BuildForce Canada executive director, Bill Ferreira, in a February news release.

The challenge is the development of skilled tradespersons in the construction industry takes years, and often requires participation in a provincial apprenticeship program. As such, replacing retiring workers typically requires several years of pre-planning to avoid the creation of skills gaps.

To meet the industry’s growing demands, organizations like CAWIC are working to raise awareness of the opportunities available for women in construction.

“We need to show girls there are other careers besides the common choices that we hear of everyday,” says Ashick.

To that end, CAWIC has partnered with local colleges like George Brown in Toronto, to educate about women in construction and participate in their job fairs to help link women with industry careers and companies.

The organization also offers a special member discount to high school and postsecondary institution students to encourage young women to network with each other and take part in women in construction oriented events hosted by CAWIC. Most recently, CAWIC launched a new mentoring program whereby female students and emerging construction professionals are paired with women already in the industry, creating close connections for meaningful mentorship, guidance, support and growth. Mentors are CAWIC members with at least five years of experience in construction. The program kicked off Sept. 9.

“Construction is a beautiful industry to be a part of — this career creates solutions to real human needs, with each project impacting clients positively and changing lives for those who use the space,” says Ashick.

“There is opportunity for every woman to succeed in the construction industry through its many diverse levels of work.”

Canada’s floor covering magazine \\

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TRAINING & EDUCATION

CLOSING THE GAP

New specification bridges concrete, floor covering trades

By Chris Maskell

F

or decades, there has been misunderstanding and dispute around what an acceptably flat substrate surface is and who on the construction team is responsible for providing it. Trying to figure this big-ticket item out after budgets are set and contracts awarded can be a painful and expensive process, especially when it is likely no one in the mix will have carried the cost to take on the work.

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New or existing concrete slabs scheduled for a floor covering like rubber, vinyl or linoleum will ultimately require that deviations in surface flatness (undulations) not exceed manufacturers’ tolerances — usually 3/16-inch over a 10-foot length (4.5 millimetres over three metres) — before the floor covering installer takes over to begin their work. Any low or high spots that exceed this tolerance will need to be corrected by others.

But who?

The floor covering installer does not correct undulations greater than 3/16-inch over 10-feet nor level concrete because it is not within their scope of work. This is the concrete trade’s work and is referred to as dry concrete finishing. Floor covering trade apprenticeship training programs do not include correcting deformed concrete slabs.

As well, most flooring contractors are not setup to deal with concrete on this scale, so

TRAINING & EDUCATION

they don’t have the necessary specialized equipment or skillset.

However, floor coverers are expected to carry out minimal surface preparation, such as filling minor dents and divots often using a one or two-millimetre thick skim (or scratch) coat of a cementitious product over an otherwise acceptable surface. (Skim coats do not attempt to level or flatten a subfloor.)

Slabs that are poured to specification by the concrete trade at the beginning of a project, typically 3/8-inch over 10-feet, naturally change shape while they cure and dry. They deflect (sag) as shoring (support) is removed from beneath and new loads are placed on them. Concrete that may have met spec when placed (early in construction) no longer meets spec months later, and one or two skim coats is not going to fix it.

INDUSTRY DISCONNECT

Correcting concrete deformation is a big deal because it can impact the structural aspects of a slab.

So, why doesn’t the concrete trade just pour a flat slab?

For the most part, they do pour flat slabs that meet their specification requirement.

But that requirement does not meet the needs of the floor covering trade. Measurement of the concrete surface takes place 72 hours after wet concrete finishing using the floor flatness/floor levelness (FF/FL) value system, according to ASTM standard E-1155.

Measurements stop two feet from walls, construction joints and support columns, and don’t pass through doorways. Because of this, significant issues can remain for the floor covering installer after spec is met.

Meanwhile, floor covering product manu-

facturers require flatter, stricter tolerances from wall-to-wall and throughout the space.

This disconnect in the construction process is made worse by ambiguous or incomplete specifications, which allows for the misassumption that a naturally deforming slab will still be flat enough for the floor covering installer to start work and they’ll pick up where the last trade left off by ‘patching and grinding as necessary’ as part of their installation scope. Instead, correction is required by a specialized trade (dry concrete finishing), separate contract and budget, and should be planned early on at the design stage before contracts are issued.

WORKING TOGETHER

As the newly placed concrete changes shape over the months following placement, getting the concrete flat to meet the next trade’s needs (flooring) is the responsibility of the constructor (general contractor). They will need to price, schedule and contract the necessary work because both the concrete and flooring contractors won’t have carried the cost to prepare a slab that has become out of tolerance since being poured.

What is needed is the right language being placed into Division 1 of the architectural specifications where constructors can take note of the requirements and include the cost (or secure a cash allowance) for corrective work in their bid for a project. With a budget that anticipates providing flatness of 3/16-inches over 10-feet to the installer,

the project stands a chance of avoiding slab rejection.

To this end, a cross-section of industry experts met over a 16-month period to discuss the issue. Out of the meetings came agreement that a specification that clearly identifies the requirements would be one approach to help solve the problem.

Structural engineers, cement manufacturers, architects, specification writers, general contractors, concrete forming, placing and finishing trades, flooring manufacturers and floor covering contractors had input into the development of an industry-wide solution.

The new concrete spec satisfies all involved when it comes to delivering an acceptable concrete slab. It removes the ambiguities that have led to this multimillion-dollar problem, often described as the gap between Division 3 (concrete) and Division 9 (flooring). The spec addresses not just flatness/levelness but a host of issues, including surface porosity and profile, temperature, moisture, other testing requirements and more. It introduces minimum industry standards that help guide the process and places responsibility to pay subtrades for this work with the constructor. Use of this new specification ensures everyone can bid equally, plan accordingly, avoid delays and expensive extras to ultimately deliver a quality product, on time and on budget. The spec, along with education to support it, is available for free download at www.nfca.ca/new-concrete-spec.html.

Chris Maskell is CEO of the National Floor Covering Association whose mission is to promote industry standards for resilient, carpet, hardwood, laminate, cork and bamboo floor covering installations.

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Carpet  Hardwood  Laminate  LVT  Bamboo  Ceramic Tile  LVP Canada’s floor covering magazine \\

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PRODUCT SHOWCASE

The Unifloor 500 automatic floor welder by Stanmech Technologies is designed for welding resilient floor coverings made of plastic and antistatic electrostatic discharge (ESD) floors, as well as natural coverings comprised of linoleum and rubber. The automatic nozzle positioning system developed by Leister allows the tool to lower its nozzle and start welding with just the touch of a button, stopping automatically when it reaches the wall on the other side, preventing damage to the material. The large, easyto-use display shows setpoint and actual values for speed, temperature and airflow, while closed-loop control ensures parameters maintain stable. Eco mode automatically reduces heat and airflow when the tool is idle and easily returns to previous settings, saving energy and reducing wear on the tool.

Includes welding rod de-reeler, integrated air flap for linoleum and guide bar for easy transport.

The Crafter porcelain tile collection by American Olean offers a concrete look inspired by the visuals of the unique fibres found in craft paper. It includes large format porcelain tiles in five colours, as well as corresponding 8-inch hex ceramic decos to create a 3-D effect, making it an ideal choice for creating contemporary designs in both residential and commercial spaces. All feature proprietary technology that makes it 50 per cent more slip-resistant than ordinary tile, says the company, which also claims the products are waterproof, stain-proof, dent-proof, scratchresistant and fire-resistant. These matte finish tiles are appropriate for use on floors, walls, countertops, shower floors and outdoor use.

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Tarkett’s Meta Firma collection includes two new soft surface patterns, Earthbound and Skyward, and a coordinating luxury vinyl tile (LVT) that celebrate the beauty and splendor of earth and sky. Earthbound is reminiscent of the way Earth’s landscapes have been layered and weathered through millennia. Created in collaboration with Tick Studio, the team gained inspiration from diverse texture and colour variations around the globe, especially the salt flats found in North America. While Earthbound anchors inhabitants with a focus on the paths beneath their feet, Skyward sets their gaze upward, with a translation of the obscured night sky and unbounded galaxies. Both Earthbound and Skyward are available in three modular tile sizes: 9-inch by 36-inch, 18-inch by 36-inch and 24-inch by 24-inch. Analog Field completes the collection. The digitally printed LVT explores the continuity of the atmosphere alongside its irregularities in a technical, yet whimsical approach. It’s available in two tile sizes (12-inch by 36-inch and 18-inch by 18-inch) and three standard colours, or can be customized to match any colour specification.

AHF Products’ Dogwood densified wood flooring features technology that is designed to combat a common enemy of wood floors: dog nails.

The company says the patent-pending process uses heat and pressure to densify hardwood to make it two times harder than traditional wood flooring. This does not change the grain of the wood and the flooring can still be textured and accept stain.

PRODUCT SHOWCASE

Cali’s newest luxury vinyl flooring collection, Vinyl Legends, debuts with eight colours in an array of taupes, tans and ash. Each board measures 60 inches long by 9 inches wide, making for more open-feeling, expansive rooms. However, the company says it’s the sturdy wood-plastic composite core and full half-inch thickness that sets the collection apart. A thicker floor not only better mimics hardwood but it also negates the need to change or cut existing baseboards and door jambs when replacing carpet, tile or traditional wood. Legends is click-lock and 100 per cent waterproof, for easy installation without the need for glue or nails. Each plank is lined with an acoustic pad for boosted sound and thermal insulation. A 20 mil petfriendly wear layer helps better protect against scratches. Planks are also FloorScore certified and backed by a 50-year residential warranty.

Laticrete’s Eco Grout Colour Selector is the first-ever sustainable alternative to the plastic grout channels currently utilized in the industry for colour sampling. The company says this will help prevent millions of plastic channel pieces from being discarded into landfills each year. The paper alternative is made of 100 per cent recycled materials and offers a colour-matched deposit of paint and a texture profile, which is said to provide a highly accurate and closer representation of physical grout than plastics. The eco colour channel is also larger at 8 inches, compared to the 3-inch plastic channel, and can be trimmed to size.

Armstrong Flooring’s newest luxury vinyl flooring collection, Biome, was intentionally designed to capture and translate an organic aesthetic and tactile warmth, strengthening the human connection with nature in the built environment. It offers seven distinct yet compatible wood designs and 38 colours in 6-inch by 48-inch and 9-inch by 48-inch planks.

The line features a low gloss finish, a 2.5 millimitre structure with a 20 mil wear layer and patented technology for category-leading scratch, stain and scuff performance. Biome’s thinner profile requires less raw materials and energy to produce, resulting in a product with a lower carbon footprint. It’s also designed to be recycled at the end of its useful life.

The Dewalt 20V Max 2.5 Gallon Cordless Air Compressor with Flexvolt Advantage technology delivers a maximum 140 pounds per square inch (PSI), allowing up to 81 per cent more nails per cycle and more than 1,100 linear feet of shoe moulding per charge, says the company. The OneTurn Regulator gives users the ability to precisely adjust the regulated pressure quickly and efficiently without manually gauging pressure. With a cordless compact design at just 21.5 pounds (bare tool), the compressor can be easily transported, carried and stored without the hassle of extension cords and power sources. When paired with 20-volt Max batteries, a max PSI of 125 is achieved. The compressor can be used with Dewalt staple guns and brad or finish nailers for a wide range of fastening applications.

Canada’s floor covering magazine \\

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STATS & FACTS

5%

94,000

The Canadian labour market added 94,000 (0.5 per cent) positions in July, bringing total employment within 1.3 per cent of pre-pandemic (February 2020) levels. In contrast to June, gains in July were led by growth in full-time employment (83,000), while increases in part-time employment (11,000) were relatively modest. Labour force participation rates remained unchanged on the previous month at 65.2 per cent. Meanwhile, the unemployment rate dropped to 7.5 per cent, a small decline that brings it in line with the low recorded in March 2021. Six of 10 provinces saw employment grow in July, with Ontario leading the charge. Employment declines were recorded in Saskatchewan, British Columbia and New Brunswick.

—Conference Board of Canada

4.2% Retail sales were up 4.2 per cent to $56.2 billion in June, coinciding with the easing of public health restrictions in many regions across the country. Sales increased in eight of 11 subsectors, representing 69.5 per cent of retail trade.

However, sales at building material and garden equipment and supplies dealers fell 3.1 per cent. This is the third consecutive month sales have been down in this sector. Overall, retail sales declined 0.7 per cent in the second quarter of 2021, after posting three consecutive increases.

The size of the floor covering market is expected to grow at an annual average of five per cent from 2021 to 2027. Rising disposable income, a booming housing industry and growing demand for luxury flooring options are expected to contribute to market growth globally. However, the amount of non-degradable waste generated during the manufacturing of textile flooring materials, such as carpets and rugs, is expected to be an obstacle to market growth.

—Orion Market Reports

62% —Statistics Canada

286,620 The national trend in housing starts was 286,620 units in July, down from 293,085 units in June. In July, higher single detached starts failed to offset a decrease in multi-family starts in Canada’s urban areas, leading to a decline in overall starts for the month.

However, the level of activity remains elevated by historical standards, both on a trend and monthly basis. Among the markets of Vancouver, Toronto and Montreal, only Toronto registered an increase in total starts in July, driven once again by strong growth in the multi-family segment.

—Canada Mortgage and Housing Corp.

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Renovations are on the rise, with 62 per cent of Canadian homeowners planning a home renovation this year. When looking at specific cities, homeowners in Toronto are the most likely to invest in renovations (63 per cent), followed by those in Montreal and Vancouver (59 per cent and 58 per cent, respectively). Fortyfour per cent of Canadians indicate they plan to spend more on home renovations than they did the year previously.

—BMO Financial Group

STATS & FACTS

62%

20%

North American timber producers are expected to see a dip in current quarter profit after lumber demand from the do-it-yourself market, which accounts for 20 per cent of lumber sales, decreased following the easing of most restrictions that kept people in their homes.

Capital Economics expects lumber prices to hover between $500 and $600 per thousand board feet for the rest of this year, with supply set to rise approximately six per cent in 2021, compared to pre-pandemic levels.

—Reuters

As many employers gear up to return employees to the workplace, 62 per cent of Canadian small and mediumsized businesses will require or plan to require proof of Covid-19 vaccination from their employees. Eighty-four per cent agree that vaccines are key to avoiding another lockdown and should be mandatory.

—KPMG

78% The economy is the top issue small business owners want addressed in the upcoming federal election (78 per cent), with small business recovery coming in second (74 per cent). However, less than a quarter of business owners (24 per cent) are confident their concerns will receive enough attention.

—Canadian Federation for Independent Businesses

70%

When it comes to renovations that yield the best return on investment, 70 per cent of Canadians see redesigning larger spaces, such as kitchens or bathrooms, as the most worthwhile. Minor updates like refreshing paint, landscaping outdoor space and changing the home layout, including adding rooms or knocking down walls, are next on the list (56 per cent, 55 per cent and 50 per cent, respectively). Updating decor and furniture are seen as the least impactful. Of those surveyed, 49 per cent said they prefer to contract out most or all of the renovation work, while 33 per cent see no need to obtain professional help.

29%

—Re/Max

More than half of companies anticipate a full return to the office once the pandemic ends, according to a survey of 800 senior managers in Canada. Fewer will allow employees to follow a hybrid schedule where they can divide time between the office and another location (29 per cent) or give staff the complete freedom to choose where they work (13 per cent). However, with more than half of employees (51 per cent) revealing they prefer a hybrid arrangement, and one-third of current remote workers saying they would look for a new job if required to be in the office five days a week, employers may risk losing staff if they mandate a full return to the office.

—Robert Half Canada’s floor covering magazine \\

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THEN & NOW

NEW SPIN ON SOCIAL HOUSING

Rundown Victorian era home transformed into elegant affordable dwelling

By Robert Smyth

N

Photos courtesy Taylor Smyth Architects

estled within downtown Toronto, just steps from the Art Gallery of Ontario, the Victorian-style building for the Baldwin Village social housing project was originally built in 1877. Owned by Toronto Community Housing, this two-storey, three-bedroom dwelling had fallen into disrepair and required a major retrofit. The interiors had been gutted by the owner, stripping all walls and ceiling finishes from inside to expose the bare wood studs.

The main goal of the renovation project was to design the space with a small family in mind, and to provide dignity, agency and enhance comfort for the future tenants. The project was to be constructed on a very tight budget and using readily available materials purchased at local building supply stores.

The residence is organized around an open concept living and dining space, with views overlooking the Consulate General of Italy located directly across the street. A new staircase with an oak balustrade and stair post connects the main living area with the upper bedroom level. A skylight brings natural light into the second floor bathroom and washes into the adjacent hallway and down the stairs.

The primary design inspiration came from the existing arches of the original fireplace and masonry fenestration. Arched wall openings were introduced as a design feature for the areas separating the living, dining and kitchen areas. The soapstone and iron fireplace were carefully restored, and the original hot water radiators were sandblasted and fitted with new controls to make the unit more energy efficient.

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GENERAL FLOORING

The flooring throughout the common living areas before the renovation consisted primarily of 12-inch by 12-inch vinyl composition tiles. They were in poor condition, mismatched and layered on top of older tiles. High-performance vinyl floor planks from Stonetile that are made to look like wood were selected to replace the pre-existing flooring. The floor planks were chosen for durability, low cost, sound absorption, ease of installation and aesthetics.

KITCHEN FLOORING

The original kitchen was only accessible from the living room. The space was reconfigured from a tight confined space into an efficient L-shaped galley kitchen connecting the entry hall to the main living space to provide better flow for today’s modern family.

The new flooring for the kitchen (and bathrooms) features a combination of porcelain tiles and the same wood grain vinyl floor planks used in the common living spaces.

Robert Smyth is a founding partner of Taylor Smyth Architects. Since inception in 2000, the firm has developed an international reputation for creating elegant architecture and interiors in Canada and abroad.

Each project is cultivated from the spirit of its location and the unique tastes, preoccupations and aspirations of its clients. Robert can be reached at info@taylorsmyth.com

Products for

Precision

Placement A luxury-car dealership located in Calgary, Alberta, wanted a stand-out showroom with a look to match its brands’ worldwide reputation for quality and style.

The large-format porcelain tile was installed using Ultraflex® LFT™ premium large-and-heavy-tile mortar, using a tile-leveling clip system to ensure exact placement and proper flatness.

Luxury vinyl tile flooring was applied using Ultrabond ECO® 373, a super-aggressive, pressure-sensitive FastTrack Ready™ low-VOC adhesive with BioBlock® technology that also allows for extended working time.

ROXSTON EV V LUTI LUTION WATERPROOF LAMINATE FLOORING

WATERPROOF

KID & PET FRIENDLY

ANTI-SCRATCH WITH AC5 WEAR LAYER

EMBOSSED-IN-REGISTER FOR A REAL WOOD LOOK AND FEEL

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