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inside flooring’s hottest category

fcnews April 13/20, 2015 I 3

Luxury vinyl tile has all the characteristics for a “latest andgreatest” flooring trend: a unique visual, easy installation and

functionality for pets. And as this increasingly popular choice forhomes everywhere continues to make waves, LVT is a flooring op-tion that’s been around for decades. However, manufacturers todayhave managed to make exceptional innovations that set today’sLVT apart from its predecessors in im-pressive fashion.

Perhaps the strongest selling pointto consumers is that LVT lends equalamounts of style and durability withoutmaxing out budgets, especially forkitchens. Soft underfoot and essentiallywaterproof, LVT makes a perfect choicefor culinary spaces by providing amplecushioning and timesaving cleanup.With a constant temperature during thecold and hot months, vinyl tile is com-fortable enough to walk on barefoot andstand on for hours while cooking.

Another ace for retailers when sell-

ing LVT to consumers is its ability to perform in homes with activepets, resisting the wear and tear of scratches with ease. Plus, thewaterproof qualities of LVT mean that pet accidents are easy toclean. Resistant to muddy paw prints and human shoeprints alike,vinyl tile remains durable enough for utility areas, bathrooms andhallways.

Of course, great qualities don’t mean much to consumers if theflooring doesn’t make the visual impact they desire. Thankfully,LVT delivers once more with a striking, chic appearance featuring

realistic hardwood and ceramic imagery. LVTcomes in a wide array of rich colors and fin-ishes to create the one-of-a-kind look for anyroom.

The piece de resistance for retailers high-lighting the best LVT attributes has to be thepainless installation. Here’s where technologi-cal advancements are making the newest LVTthe best yet: Select LVT features a Uniclicglueless locking system for a convenient in-stallation over many different subfloor sur-faces for residential or light commercialapplications. Following installation, vinyl tileis ready for foot traffic immediately and willmaintain its durable, tight, water-resistant fit.

BY TAMMY PEREZSenior brand manager, Mohawk Hard Surfaces

lvt 101: selling

More than just style and design

L uxury vinyl tile has been growing at a dou-ble-digit clip for a few years now, and while

strong sales are expected to continue, some ex-ecutives are concerned that an increase in newentrants will stunt the category’s growth.

While there are those who believe LVTcould follow the same dramatic rise and fall oflaminate, many others believe the comparisondoes not measure up because of LVT’s versatil-ity and performance characteristics.

To start, LVT has far more potential in var-ied applications than laminate ever did and,thus, has a larger upside. Whereas laminate wasprimarily a residential product, LVT is nownearly 50% commercial.

“Laminate was never the monster that LVTis today,” said Pat Theis, vice president of salesand marketing at Herregan, a top 20 flooringdistributor with a 35% presence in LVT.

the performance inherent in LVT (most are wa-terproof) and the fact that LVT is much quieterunderfoot really addresses the shortcomings inlaminate and make LVT a more attractive prod-uct to residential and commercial customers.Laminate was not really a serious commercialproduct whereas LVT is just as strong an optioncommercially as it is residentially.”

Russ Rogg, president and CEO ofMetroflor, recalled laminate becoming oversat-urated with capacity while there was a declinein sales. “This combination led to quick andrapid downward pricing tactics that ultimatelyresulted in commoditization,” he said. “The ex-pectation for LVT is that the category will con-tinue to grow and expand to absorb the added

Theis said Herregan’s LVT business todayis more than double what its laminate businesswas in the category’s heyday. Theis rattled off alist of attributes that separate LVT from lami-nate. “The installation options (glue or float),

issue

Continued on page 30

By Ken Ryan Moduleo Horizon is IVC’s ‘best’ quality LVT product, suitable for both residential and

commercial applications.

Why LVT won’t commoditize like hard surface predecessors

Its durability and waterproof qualities make LVT an ideal flooring choice.

4 I April 13/20, 2015 fcnews

Luxury vinyl tile (LVT), also known asluxury vinyl plank (LVP) and luxuryvinyl flooring (LVF), is a type of resilient

flooring that loosely describes a vinyl-basedflooring product that closely mimics the lookof a natural material through realistic imagesand textures.

Using the words“luxury” and “vinyl”in the same sentencemay once haveseemed like an oxy-moron. But newtechnologies haveyielded a product that offers striking visualsand performance attributes that often make ita preferred flooring choice to natural materi-als like hardwood and stone. In addition, thelong economic downturn that began in 2007created a desire for value-added products, andLVT certainly fit the bill.

Visuals: Luxury vinyl flooring takes on ei-ther of two forms: stone (slate, travertine,marble, etc.) or wood. The ability to replicatereal hardwood and stone using advanced pho-tographic technologies is LVT’s foundation.

Shapes: One thing that distinguishes LVTfrom other types of vinyl flooring is the shapeof individual pieces. LVT products are usuallysquare, ranging in size from 12 x 12 to 24 x 24,but are now available in 12 x 24 rectangularand even hexagonal shapes. As well, because

LVT often imitates wood flooring, it comes instandard plank shapes such as 3 x 36, 41⁄2 x 36,as well as an extra long and wide 7 x 48 size.

Composition: LVT can be composed ofvirgin vinyl, recycled content or a vinyl/lime-stone mixture. Any wood-look LVT will be

made of all vinyl.Stone-look LVTmight have somestone composition.

Co n s t r u c t i o n :LVT constructionusually consists offour layers fused to-

gether. From the top down:1. Finish: An aluminum oxide, urethane

or ceramic-based layer prevents light scratch-ing and shoe scuffs.

2. Clear film: This layer protects againstrips and tears.

3. Design layer: This is the photo-realisticprint of stone or wood.

4. Core: The bottom layer gives the prod-uct structure and solidity.

Other benefits of LVT include:• Ease of maintenance: Damp mopping is

the recommended cleaning procedure for LVT.• Water resistance: LVT is pretty much

impervious to wet spills.• Scratch, stain and dent resistance.• Durability: It’s not unusual to see 20- to

25-year warranties on LVT.

the basics

Components of LVT

( OVERVIEW )

Eight years ago, Floor Covering News pub-lished its first educational supplement, theRetailers’ Guide to Hardwood Flooring, togreat acclaim. Floor covering dealers acrossthe country continued to request copies longafter the publication hit the streets, citing theguide as an optimal training tool for newsalespeople as well as a refresher for existingsales associates.

Every year since, FCNews has added to itsEducational Guide franchise, publishing onefor laminate flooring and then ceramic tileand resilient flooring while updating eachevery other year. We have also published anumber ofGreen Guides.

With that as the backdrop, welcome to our

second Retailers’ Guide to Selling LVT. The in-dustry’s fastest-growing category now ac-counts for about $1 billion in annual sales, so itonly makes sense to delve into a segmentwhere retailers are thriving.

This supplement to FCNews covers all thebasics and then some, with articles on selling,merchandising, marketing, trends, installa-tion, maintenance and sustainability.

Aside from the pieces written by FCNewsstaff, the sponsors of this guide were given theopportunity to submit some educational arti-cles of their own, as well as information ontheir respective companies that retailers andtheir sales associates may find helpful.

We hope this guide helps your business.

All you need to know about selling LVT

michael blick president/ceo

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steven feldmanpublisher/editorial director

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How LVT stands up to other hard surface products

selling

By Ken Ryan

L VT has gotten so big in many retail loca-tions it has warranted its own section. In

some cases, customers come in asking for theproduct. But for those who need some guid-ance, flooring dealers are only too happy toexplain the features and benefits of LVT andprovide comparisons to other hard surfaceproducts.

“We offer LVT as an alternative to otherhard surface floors depending on the area thecustomer is planning to do,” said Bill Zeigler,owner of Charles F. Zeigler & Sons inHanover, Pa. “LVT will be more suitable thanhardwood or laminate in areas where mois-ture may be present. Ceramic or porcelaintiles will suffice in those areas but require con-siderably more preparation regarding under-layment and will be more labor intensive.”

How flooring retailers position LVT vs.other hard surfaces differs greatly. Some don’teven try to do so, preferring instead to sellLVT on its own merits. FCNews asked severaldealers how they position LVT and whichmethods have been successful.

LVT vs. ceramic tileWhen positioning LVT vs. other hard surfaceproducts, Tim Schoolfield, owner of Country-Side Flooring America in O’Fallon, Mo., givesit straight to customers—the features andbenefits, the upside and downside. “In myopinion one of the downsides of ceramic andporcelain tile is the fact that it is so durable—a ‘lifetime floor’—and after eight or 10 years,while there is nothing wrong with the floor,you are simply tired of looking at it and wanta change. Ceramic and porcelain are more ex-pensive on the original installation and veryexpensive to remove. With today’s digitalprinting technology LVT looks very much likereal tile, is softer and warmer underfoot, lessexpensive to install and less expensive to re-place down the road with taste and stylechanges.”

LVT vs. laminateConsumers can often feel the difference bywalking on the two surfaces. Laminate floorshave a hollow or clicking sound as homeown-ers walk across them, according to Kevin

Murray, owner of Murray Floor & WindowCoverings in Billings, Mont. “LVT absorbs

more walking noise, is not as slippery and rel-atively easy to repair. If water or moisture isan issue, LVT is more tolerant to moisturethan laminate flooring. Higher-end LVT willtypically have a longer warranty period, athicker wear layer and most importantly bet-ter visuals.”

Kevin Rose, president and owner of Car-petland Colortile in Rockford, Ill., said he sells

Today’s digital printing technology gives LVT the look ofwood. Pictured here is Metroflor’s Konecto plank.


Three joint ventures help meet manufacturer’s goals

A WORD FROM OUR SPONSOR: CRYNTEL

Cryntel Enterprises offersmore than 60 years experi-ence in manufacturing PVCflooring. It is dedicated tohigh quality, competitivelypriced flooring that protectsboth the environment andend user who has chosenCryntel flooring to beautifyand add value to her home atevery price point. In order toaccomplish these three loftygoals, Cryntel has diversifiedinto three privately held, Chi-nese joint ventures.

1. The company’s DIYtile factory in Tianjin, China, which concen-trates exclusively on the mass productionof self-stick and dryback DIY tile and plank.Proposition 65-compliant production, whichrequires businesses to notify consumers aboutsignificant amounts of chemicals in productsunder the Safe Drinking Water and Toxic En-forcement Act of 1986, is also available uponrequest.

2. Cryntel’s new LVT Shanghai facility,which concentrates on UV coated and an-nealed LVT tile and plank. These products aremade on state-of-the-art calendar lines andproduce only 100% pure virgin vinyl with DOTPin conformity to architectural building stan-dards and codes, all of which are Proposition65 compliant and phenol free.

3. Cryntel’s revolu-tionary extruded, fused tothe core LPC (luxury purecore) patented click float-ing plank flooring. It isavailable in all three pric-ing categories—3.3mm,5.2mm and 7.5mm—withvarying wear layers. Madewith space age P-10 PVCand other A+ grades of rawmaterials, Cryntel’s LPC isenvironmentally friendly,more stable and longerlasting than LVT and anaesthetically pleasing,

value-added upgrade to any home. It is alsoProposition 65 compliant and phenol free.

But Cryntel doesn’t stop there; its prod-ucts are designed for the U.S. market by Amer-icans for Americans who understand thefashion side of this market, adapting to cus-tomers rather than asking them to adapt towhat is popular in other global sectors.

Cryntel aims to continue delivering solu-tions for the growing and changing needs of itscustomers. Partnering with Cryntel is easy andprofitable; it completely stands behind itsquality and products, and will consistently per-form exceptionally well in the interest ofmeeting customer expectations. The com-pany’s expertise serves to meet its clients’ bot-tom lines as a true partner.

Cryntel is dedicated to high qualityflooring and utilizes its Shanghai

facility to focus on LVT tiles.


Nothing excites a consumer like the words “designer” and “cus-tom,” which just happen to be delivered via today’s LVT. LVT

continues its run as the hottest category inflooring; by simply stocking LVT in a store a re-tailer is already on his way to making a sale.And if a customer is asked the right questions,product knowledge and enthusiasm will sealthe deal.

Top of mind for any consumer is style anddesign. If she doesn’t already know what shewants, a salesperson can guide her to a displayto help her narrow down her options. Thereare plenty of choices, so RSAs should start witha big question such as, “Wood or tile?” Thenmove on: Is her decor traditional, rustic ormodern? Did she bring any fabric or othersamples with her? Traditional rooms might callfor something simple that blends with existingfurnishings. Perhaps she wants a more on-trend rustic plank. Many of the better productsare embossed in register with realistic bevelededges. More modern décor might call for a rec-

tangular marble tile. Next, ask about her color preference: light, medium or dark? Is

the new flooring going to be a backdrop for existing furnishings orwill it truly “set the stage” for an entire remodeling project?

Then move on to size and shape. LVT offers options that allow acustomer to design a layout that’s all her own. Find a manufacturer

that offers a variety of sizes and shapes: planksare usually available in 4-, 5- and 6-inch widthswith lengths of about 3 to 4 feet. Tiles are 16 x16, and rectangular tiles are 12 x 24. The layoutpossibilities with mixing and matching are ahuge selling point of LVT and allow for a trulycustom look.

Lastly, talk to her about grout options forher tile. The looks of grouted and ungroutedtiles—and even the color of coordinating vs.contrasting grout—are more dramatic than shemight realize. Grouted tiles have more of a realtile feel, while ungrouted installations give anoverall cleaner look.

Luxury vinyl is aesthetically pleasing anddurable, and is already a top selling category.By having the knowledge, asking the rightquestions and being enthusiastic about a cus-tomer’s project, retailers will be well on theirway to closing the sale.

BY BETSY AMOROSOSenior director, marketing and corporate communications,Mannington Mills

lvt 101: selling

Asking the right questions will help seal the deal

Dealers should ask whether a consumer is going for a traditional,

rustic or modern look.

“The product almost sells itself” is a refrain some flooring dealersvoice when describing the appeal of LVT, the industry’s hottest

product, which is taking market share away from other hard surfaces.First things first, LVT almost definitely does not sell itself; dealers

need to understand the homeowners’ goals and objectives so they canrecommend the right LVT product. Typically, however, when home-

owners start talkingabout their concernsfor water, spills, petsor kids, RSAs haveall the ammunitionthey need to steerthem to LVT.

With so much attention being paid to LVT today, it is crucial thatRSAs have a firm grasp of the category and are able to convey themany benefits of LVT.

FCNews asked retailers for their tips on upselling consumers.

Seeing is believingPeople need to see, touch and walk on LVT to understand how goodit is. Adam Joss, co-owner of The Vertical Connection Carpet One inColumbia, Md., believes nothing works better than installing LVT onthe showroom floor and telling its story.

“Once you tell the story, consumers are more likely to be upsold,”Joss said. “People need to see it to believe it. Often when you explainthe ‘V’ stands for ‘vinyl’ we receive a negative reaction assuming thecustomer had wood or ceramic in mind. Considering the benefits ofLVT their attitudes do a 180-degree turn when they see samples in-

stalled on the showroom floor. Oftentimes, there’sno going back to the category they think theywanted.”

Installing higher-end LVT goods on the showroom floor is essential to upgrading consumers.

selling

By Ken Ryan

Retailers count the ways to upsell customers


Luxury vinyl tile is a tremen-dous product that offers a

great deal of value to customersthrough both its durability and in-credible designs. As such, it pro-vides a strong element in which awell-prepared sales team can capi-talize. There are three key ele-ments to a successful sales room:environment, a knowledgeablesales team and products that havevalue.

1. Establish a pleasing envi-ronment. The idealenvironment shouldprovide a comfortableshopping experiencefor customers. Theshowroom should bewell lit and unclut-tered, supplying linesof sight from the frontof the showroom tothe back. Ensure thatdisplays are organizedin a deliberate, practi-cal manner and caterto customers’ needswith samples, applications andprofessional insights.

2. Become a design expert. Aknowledgeable sales team is im-perative. A dealer’s sales teammust be experts in design to assistcustomers with their entire proj-ects from the ground up. It’s im-portant to understand today’sconsumers are well prepared;they’ve already done their re-search online before going shop-ping. A sales team must have theknowledge to guide customersthrough all stages of their proj-ects, not just the floor. As thefloor provides the foundation forthe space, it impacts everything

else from furniture and acces-sories to color schemes and fin-ishes.

3. Focus on products withvalue. Less is more. Retailers don’tneed to carry every product in themarketplace. Instead, they shouldfocus on the best products thatoffer the highest value specific totheir target demographic. Withthe sales team established as ex-perts on not only the LVT prod-ucts in the store but also their

natural counterparts, dealers cantake advantage of the value addedby LVT’s versatility and durability.If a customer loves hardwood butis worried about an applicationsuch as a bathroom or even abeach house, the right LVT prod-uct will provide the look she de-sires without any of the practicaldrawbacks of real hardwood—thereby demonstrating tremen-dous value to the customer.

By offering expertise, guidingcustomers through the salesprocess and providing a pleasingexperience, customers will behappier with the results and morelikely to return for future projects.

BY EMIL MELLOWVice president of marketing, Karndean Designflooring

lvt 101: merchandising

Creating a successfulshowroom environment

Side-by-side comparisonSome dealers like tohave lower-gradeplanks of LVT on handto compare to thehigher-end products.The better goods should be installed on the showroom floor soconsumers can see how well the floors stand up. The belief is thatif they hold up well in a high-traffic area like a retail store, theysurely will stand up inside a home.

“The best way to go from low-end LVT to a better quality prod-uct is to set the two samples next to each other,” said Billy Ma-hone III, manager of Atlas Floors Carpet One in San Antonio.“The larger visuals, more realistic styles and depth of color are typ-ically very evident when you look at a low-end LVT and higher-endLVT side by side.”

Display it wellLVT is visually appealing, so make it stand out. Take advantage ofthe product’s random widths, large sample sizes and realistic visu-als.

“The bigger the sample, the better you can show it visually,”said Bill Huss, owner of D&M Interiors Flooring America in Ap-pleton, Wis., who has LVT displayed in a 40 x 20-foot space in hisshowroom. “Our LVT is installed on the floor in a variety of pat-terns, colors and styles. Framed 3 x 4-foot panels of LVT on thewalls allow customers to view it up close and feel the samples.”

Another key: Don’t clutter the showroom with too many SKUsand displays. Retailers suggest a happy medium of lines, “enoughto cover the bases such as price point, looks and installation types,”Huss said.

Sell the solutionIt doesn’t take much to upsell a customer on LVT because theproduct fits various lifestyles and has so many benefits that con-sumers are naturally drawn to it. “People are much more educatedabout the category now than ever before,” said A.J. Boyajian, co-owner of A.J. Rose Carpets & Flooring, with three Massachusettslocations. “A lot of times people come in asking for LVT so thereisn’t much need for upselling.”

No hype necessaryThere is no need to focus on 50-year warranties when upsellingcustomers on LVT. “LVT has a lot of great attributes, works well inmany situations and doesn’t have limitations—sell that,” said DanGinnaty, president and owner of Ginnaty’s Flooring America inGreat Falls, Mont.

LVT provides the look of hardwood without itspractical drawbacks, making it ideal for

spaces such as bathrooms.

LVT mimics the look of otherhard surfaces, including ceramic tile, such as this product from Armstrong.

Floor covering retailers throughout thecountry have have their share of

strategies for displaying LVT; some mer-chandise it within the vinyl section oftheir showroom while others give it a sec-tion of its own. As the category continuesto flourish, some dealers are still figuringout which displays work best in their re-spective markets. Here are a few tips suc-cessful retailers shared for displayingLVT.

Make it look invitingSince LVT is still a fairly new category,most consumers have no idea what theproduct is, what it does or what its benefitsare. Retailers should aim to make the show-room as welcoming as possible to grab thecustomer’s attention and spark her interest.“When you tell someone you’re going to showthem a vinyl floor, they’re like, ‘What is that,a plastic car?’” said Greg Gibbert, co-owner of

Carpet One Floor & Home in San Ramon,Calif., who believes merchandise well dis-played is half sold. “Once you show peoplewhat it is and what it does they are less likelyto have a gag reflex.”

Part of this technique includes makingsure the store has proper lighting in order to

merchandising

Novalis Innovative Flooring, maker of No-vaFloor LVT, has been advanced from the start.As a true international specialist in luxury vinylflooring, Novalis was the first Chinese manufac-turer of LVT in 1988 and the first to be ISO cer-tified. Today you’ll find Novalis LVT in over 50countries across six continents. It is one of thetop five makers of LVT in the world and thelargest producer of floating LVT with lockingsystems.

The company also continues to be an inno-vative and award-winning leader in environmen-tal responsibility. From the very beginning,Novalis has been committed to the idea thatproduct quality and environmental stewardshipgo hand-in-hand. No other Chinese manufac-turer of LVT has achieved the level of interna-tional certification and awards for quality andenvironmental care as Novalis. For example, itwas one of the earliest members of GIGA, whichis a China-based NGO (non-governmental organ-ization) promoting the sharing of information ongreen building materials and green initiatives.Novalis also promotes the importance of low-

VOC flooring with various certifications such asFloorScore, German AgBB and French A+.

Additionally, Novalis is a member of the In-ternational Living Building Institute and sup-ports the concept of product transparency byissuing health product declarations and De-clare labels for all its products. It was also thefirst flooring manufacturer in China with fullylocalized environmental product declarations.

But environmental innovation is only partof the story. Novalis is also bringing an innova-tive product collection called Birkdale to its No-vaFloor line in 2015. This assortment is actuallythree lines in one, made up of X-Large Planks,X-Large Tiles and Multi-Width Planks.

Inspired by flooring found in lofts, bou-tiques and shops in trendy neighborhoods, Birk-dale combines realistic colors and textures ofwood, in addition to brushed concrete looks innon-traditional sizes for design-conscious cus-tomers. X-Large Planks are 9 x 60, X-Large Tiles(and groutable tiles) are 18 x 36 and the Multi-Width Planks are packaged together in 5-, 6-and 7-inch widths and 4-foot lengths. Two in-

A WORD FROM OUR SPONSOR: NOVALIS

stallation methods are available: gluedown forall three and NovaLay for X-Large Planks andX-Large Tiles.

Another innovation from Novalis this year isthe first Stainmaster Luxury Vinyl flooring line.

Novalis continues to impress; its latest addition to NovaFloor is Birkdale, shown

here in Grand Oak Aspen.

Tips on how to show off LVT’s greatest qualitieseffectively show off LVT’s visuals. Retail-ers agree that natural light works best,but for those locations without largewindows, artificial lighting should beused to ensure the showroom is alwayswell lit.

Display a variety of productsSince LVT comes in so many styles andtextures, it’s important to show the con-sumer her options, whether it’sgroutable LVT, wood looks or patternedtiles. The goal is to display as much prod-uct as possible without creating clutter.“It’s all on display—every price point,every best seller,” said Craig Bendele,president of Bendele Abbey Carpet &

Floor in Fort Myers, Fla. “We want to give thecustomer every possibility to make herchoose my store.” At Bendele, once the cus-tomer decides on a look she likes, a sales as-sociate can then help her narrow it downbased on the durability she needs or price


Living up to the ‘innovative’ reputation


By Nadia Ramlakhan

Carpet One Floor & Home in San Ramon, Calif., dedicates about 1,000 square feet of showroom space to

its vinyl section, where LVT is displayed.


range she’s seeking.

Install it on the showroom floorOne of the best features of LVT isits durability and wear resistance.Rather than explaining the bene-fits to the customer, having it in-stalled on the showroom floordemonstrates how well it holds upto everyday foot traffic. “She’llthink, ‘If it’s good enough to be ina commercial application such asthis showroom, it’ll definitely holdup to me and my dogs,’” said CarltonBillingsley, owner of Floors & Morein Benton, Ark.

At Crest Flooring in Allentown,Pa., Mannington’s Adura Grout is in-stalled in the store’s foyer so cus-tomers walk on it as soon as theyenter. Being able to walk on a largearea of the product gives potential cus-tomers a better idea of what it willlook like in their own homes.

Bigger is betterMost dealers recommend displayinglarger samples in the showroom be-cause it makes for an easier sale. Withlarger samples, customers can see colorvariations within the product and get amore realistic visualization of the endresult as opposed to what a smallerswatch offers. “Having a floor with ran-dom patterns and expecting the con-

sumer to choose from 6 x 6 swatches isasking a lot,” Bendele said. “The biggerthe sample, the easier it is.”

Switch things upWhile retailers may be bringing in ahigh amount of sales due to LVT, it’sstill important to make a few changesnow and then. While dealers don’tnecessarily have to move everythingaround, swapping a display or two canmake all the difference. Steve Weis-berg, president of Crest Flooring,makes changes to his showroom everysix months to keep up with what’strending. “When people shop for floorcovering they’re not in the store everyday, but I always like to be ahead ofthe game when new products comeout. It’s nice for the staff to see newthings down, too; we’re not sittinghere waiting—we’re doing.”

merchandising

In a relatively short pe-riod of time, COREtecPlus has become one ofthe hottest products intoday’s floor coveringmarket. Capitalizing onthe popularity of LVT,USFloors’ COREtec Plushas provided consumerswith an alternative totraditional glue downLVT as well as the popu-lar solid locking LVT,which is fast becomingcommoditized for floorcovering retailers.

In just two years,COREtec Plus has be-come the go-to LVTproduct for many retail-ers because its uniquefeatures and benefitswrite a compellingstory—waterproof, hidessubfloor imperfections,no acclimation, etc.—that resonates with con-sumers.

As with any product category, success breeds imitation,and as the market sees an influx of WPC vinyl products, retail-ers remain committed to USFloors’ COREtec Plus for someimportant reasons:

1. Widest assortment. USFloors’ COREtec products num-ber nearly 60 SKUs in a wide range of lengths and widths inboth plank and tile, including unique formats such as COREtecPlus XL’s 9 x 72 plank and the 18 x 24 tile in the COREtec Plustile collection. With COREtec One, USFloors now offers anentry-level product with a residential wear layer that roundsout the most comprehensive product portfolio in the industry.

2. Demand from consumers. As the buzz spreads, con-sumers are seeking COREtec Plus, asking for it by name. Com-ments from both retailers and consumers alike continue tospread the word about the most exciting product the flooringindustry has seen since the introduction of laminate flooringin the 1990s.

3. A proven track record of success. No other WPC vinylproduct can point to the proven success of USFloors’ COREtecproducts in quality, performance, selection and product avail-ability.

They say Rome wasn’t built in a day, and neither wasCOREtec Plus. The floor’s inventors, Piet Dossche, presidentand CEO of USFloors, and Philippe Erramuzpe, COO, spent overtwo years developing the product and perfecting the specifica-tion for the original COREtec floors that are writing new suc-cess stories for dealers across the country every day.

A WORD FROM OUR SPONSOR: USFLOORS

Carolina Pine, a popular offering inthe COREtec Plus 5-inch plank se-ries, features a 20 mil wear layer

and attached cork underlayment.

COREtec Plus: On thefast track to success

Continued from page 10

customers on LVT’s resiliency and re-sistance to moisture. “These are bigselling points when going against orweighing the pros and cons versuslaminate.”

LVT vs. hardwoodThis is one of the easiest comparisonsfor retailers to make because customerswho enter the store with no precon-ceived notions about what flooring sur-face they want are easily sold on LVT.

“We show LVT as an alternative to

hardwood according to customerneeds—if they have dogs, young chil-dren, a very active family, etc.,” saidJanice Clifton, owner of Abbey Car-pets Unlimited of Napa, Calif. “If afamily fits any one of these criteria,LVT would be an ideal floor for theirenvironment.”

As demand for products that looklike wood but are not have grown,LVT has become a perfect fit. “An LVTthat looks like wood and has advan-tages over the real thing is attractiveto homeowners,” Murray said. “Hownice is it to have a product that looksand feels like wood but doesn’t requirethe TLC and maintenance?”

Adura Grout from Mannington is installed inthe Crest Flooring showroom to prove its

durability to consumers.

selling



Most of the LVT sold in the U.S. today issourced out of Asia as many U.S.-based

companies have deep roots there, forged byyears of doing business and setting up manu-

facturing facilities. But others, including someof the largest and most influential flooring

companies, have moved their manufacturingfacilities to the U.S. as part of an onshoringtrend. There are perks to both methods fromwhich dealers can benefit.

selling

Domestic vs. import: Both sides have

LVT is the rising star among vinyl floor-ing in the industry. Customers no

longer have to hide it in their laundryrooms; the great looks, installation op-tions, durability and ease of maintenancehave brought it into the main living areasof the home. Selling LVT starts with theacceptance as a product that can meet aconsumer’s many needs. Following are sixpoints sales associates should keep inmind.

1. RSAs should educate the consumerabout the product and its benefits. Explainthe differences between LVT and other options—not only othervinyl, but laminate and hardwood, too. One of the most importantbenefits is how well the flooring will hold up through years of foottraffic.

2. Clearly call out the key attributes that drive value such ashow realistic looks differ across price points. In general, RSAsshouldn’t go right to the lowest price. Price alone never sells aproduct—a salesperson does. Premium LVT usually offers the mostrealistic visuals on the market, often confused with their real-life

counterparts. Inexpensive products can’tcompete in terms of visual clarity, realism orquality.

3. RSAs should note the ease of LVT in-stallation, even over subfloor irregularities.Some LVT products can be installed directlyover existing hard surface floors, whichsaves time and money. Sales associatesshould also talk about the fact a customercan walk on her new floor almost immedi-ately. If the product is made in the U.S.,RSAs should also tout this feature.

4. Many LVT products are not onlymoisture resistant but actually waterproof—a great selling feature, especially if a cus-tomer is looking for a slam dunk in a

basement application.5. LVT comes in a variety of colors and textures. Some look

like stone or wood. Sell the look and realism. Show the customershe can get the look she wants at a price she can live with.

6. Use displays to navigate the full range of options anddemonstrate sensitivity to customer preferences. They do morethan simply present products; they can help increase sales whilemaintaining a focus on stylish, high quality products to tell theLVT story.

BY CHRISTOPHER BOURQUEManager, product marketing, Armstrong

lvt 101: selling

Six points sales associates should keep in mind

Due to its durability, water resistance and ease of maintenance, LVT has become a

popular choice for main living areas.

Domestic

1. Faster turnaroundIt may take months for LVT to arrive from Chinato a distribution center in the U.S. With domesticmanufacturing, it will get to the retail store muchfaster, which could persuade a consumer tochoose a domestic LVT product for her project.For example, since Man-nington started onshoring,it has been able to signifi-cantly reduce its lead times.

2. Environmental protectionConsumers care about materials used to makeflooring. Few countries have the same compli-ance laws as the U.S. regarding the protectionof people and the planet. Green building ratingsystems focus on how far a product travels, ra-tionalizing the closer it is to the jobsite, the lessenergy required to get it there.

3. Working capitalOne of the greatest ben-efits of domestic manu-facturing—for suppliersand retailers—is domes-tically made productsdo not tie up workingcapital the way imports

generally do.

4. Control your own destinyBy manufacturing products in the U.S., compa-nies are better equipped to control most, if notall, aspects of the end user’s experience fromproduction to customer service. This allowsmanufacturers to develop product with lesslabor per square foot, thus producing LVT in theU.S. without a significant price increase.

5. Made in the USAWhether out of a sense of patriotism, a desire tohelp the American economy or the belief thatU.S.-made products are higher quality, con-sumers increasingly want to see a “Made in theUSA” sticker on items they buy.

IVC executives break ground on a new LVT manufacturing

facility in Dalton.

By Ken Ryan

I t’s no secret LVT is the fastest growing floor covering category.This is illustrated almost every month when at least one new

supplier enters what is becoming an oversaturated field.There are many reasons for the category’s accelerated growth.

One is the perception of LVT as a higher-end product than in thepast, where technology has resulted in improved styling, perform-ance, water resistance, flexibility, acoustics, comfort and installa-tion above or below grade. With so many LVT choices flooding themarketplace, retail salespeople must continue to improve not onlytheir selling skills, but also their knowledge of new products alongwith their features and benefits.

How do they do this? 1. Review manufacturers’ websites. This will help salespeo-

ple understand why LVT provides specific solutions to cus-tomers’ needs. This is critical because when armed with thisknowledge, the sales associate will be equipped to answer thecustomer’s questions once she walks in the store. Listening is thekey to selling, and being informed will help in responding tocustomers’ needs.

2. Take advantage of the available product training from dis-tributors.

3. There are many subcategories under LVT, such as dry

back, loose lay, click andadhesive strip. Understandthe use of each productand method of installation.RSAs should learn whichproducts may requirefiberglass for dimensionalstability. If a product doeshave fiberglass, ask whattype of fiberglass—such aschopped, mesh or sheet—is used.

4. Research thestrengths and experienceof LVT suppliers, along with howtheir products are performing.

Asking manufacturer or distributor reps the right questionswill help RSAs make educated decisions as to which products salesassociates should offer to customers in an LVT field crowded withmany newcomers. As the late Gerald Raskin repeatedly said, “Idon’t have all the answers, but I know where to find them.” Knowl-edge is power, and it provides the confidence needed when sellingthe right LVT product for today’s consumers’ needs. It’s up to theretailer and RSA to evaluate information and decide which prod-uct offering creates the most confidence for the consumer.

BY MICHAEL RASKINPresident and CEO, Raskin Industries

lvt 101: selling

Product knowledge is critical for RSAs


perceived advantages

Elevations Interwoven is a loose lay LVT suitable for any

commercial application.

Import

1. Diverse capabilityMany LVT manufacturers have set up facilitiesthroughout Asia; Metroflor, for example, hasplants in Taiwan, South Korea and China. Theability to source from these facilities has beena major boon as some specialize in particularproduct types and possess unique technolo-gies. “This diverse capability is a definite com-petitive advantage, one that could not beachieved through a single plant—regardless oflocation,” said Russ Rogg, CEO, Metroflor.

In addition, some raw materials can only befound in certain parts of the world.

2. Printing capacityThe printing capabilities available overseas cre-ate the styles that are in great demand today.Jonathan Train, CEO of EarthWerks, said sincethe overwhelming majority of design layers inLVT comes from overseas, most U.S. factories

will have to source from overseas as printingcapabilities in the U.S. have not yet been devel-oped. “Printing capacity still exists overseas,which is the most critical part of the processbecause style and design are the most impor-tant pieces to differentiate designs.”

3. Cost advantageEmploying foreign workers and importing fin-ished goods are often less expensive than pro-ducing raw materials locally and employingdomestic labor. Reducing payroll and materialcosts by contracting with foreign suppliers andfabricators creates opportunities for increasedprofits and lower wholesale prices.

4. InfrastructureIt takes new factories in the U.S. months to getproduction lines up and running efficiently; LVTimporters already have the infrastructure inplace. Michael Raskin, president and CEO ofRaskin Industries, imports his company’s loose

lay products,which require amore sophisti-cated manu-facturing process. “We have already spentyears engineering the machinery to perfect thisprocess. We believe this will give us a competi-tive advantage.”

5. Supply chain investmentsDomestic production appears to provide an ad-vantage in turnaround time. “This is a valid as-sumption but can be overcome through supplychain investments,” Rogg said. His company es-tablished a distribution center in Shanghai inwhich Metroflor inventories finished goods ofits Engage portfolio. “Distributors build con-tainers from this inventory and receive goodsin as little as two weeks [on the West Coast].”

EarthWerks believesthat printing

capacity, which stillexists overseas, is acritical process to

style and design thathelps differentiate

its offerings.


W ith all that LVT has to offer, it’s nottoo difficult to convey its advantages

to the consumer. However, for homeown-

ers who don’t have a clue what the productactually is, some marketing approachesmay work better than others. FCNews askedretailers how to promote the category.

marketing

How retailers promote the categoryBy Nadia Ramlakhan

Shaw’s Floorté with LifeGuard is an enhancedluxury vinyl plank (LVP) collection that em-ploys high-definition printing to create realis-tic, design-oriented styles. Introduced atShaw’s biannual Shaw Flooring Network con-vention, the precision-engineered Fold-n-Golocking system makesFloorté planks easy touse, strong and durable—ideal for any homeowneror installer.

Over the past fewmonths during whichFloorté has been in themarket, it has quickly be-come one of Shaw’s topsellers. Unlike manyother LVP products,Floorté planks’ rigid Life-Guard core gives it theability to conceal imper-fections in the subfloor.Since less floor prep is

needed, installation time is cut down signifi-cantly, allowing the homeowner to use her newfloor sooner.

Like any floor covering, LVP is subject tospills, and many of these spills or pet accidentsinitially go unnoticed, causing them to soak into

the subfloor underneath thefloor covering. If left un-touched for long, certain liq-uids such as pet accidentscan cause unpleasant odorsand are extremely difficultto remove if they penetrateto the subfloor.

Floorté is a solution de-signed to directly addressthese types of concerns.Floorté floors with the Fold-

n-Go locking system feature LifeGuard, a pro-prietary composite core that creates a virtuallyimpervious moisture barrier and blocks thesespills from penetrating.

Floorté products with LifeGuard are mucheasier to clean and maintain than traditionalluxury vinyl products. LifeGuard protection pre-vents any excess moisture from reaching thesubfloor. Even spills that were initially over-looked can be later cleaned thanks to the wa-terproof protection.

Floorté features easy installation options,and all styles can be installed above, on or belowgrade. The locking system facilitates installationand creates an impervious moisture barrier.

Floorté products with LifeGuard representa significant breakthrough in flooring protec-tion technology. While applicable for virtually

any setting, these products are es-pecially good choices for activefamilies and those with pets, wherespills and accidents are commonoccurrences.

A WORD FROM OUR SPONSOR: SHAW INDUSTRIES

Shaw’s Floorté protects floors from spills and messes by virtue of its LifeGuard core, which

acts a moisture barrier.

Floorté protects and performs with new technology

“ “It’s all about the visuals and ease of mainte-nance. We try to promote the fact you can get

real stone, tile and wood looks with all the easeand maintenance of a vinyl floor. So when run-

ning ads room scenes are crucial so the cus-tomer can see how realistic the visuals are.

—A.J. Boyajian, co-owner, A.J. Rose Carpets & Flooringthree Massachusetts locations

“ “

LVT is hot because retailers find there’s an easy story to tell. The categoryhasn’t been commoditized like laminate has so it’s a win-win for the cus-

tomer and the store. Homeowners don’t come in saying ‘I just heard aboutLVT and I just have to have it.’ There’s no national ‘Got LVT?’ campaign.

—Adam Joss, co-owner, The Vertical Connection Carpet One Columbia, Md.“ “

Promoting LVT is simply a matter of educating the consumer about thequality and beauty of a high-end LVT vs. other flooring, especially lower-

end products. We explain to the customer how it may be a better choice forthe specific area she is doing.

—Bill Zeigler, owner, Charles F. Zeigler & Sons Hanover, Pa.

““

I’m a hands-on person—I like visuals, so we use a lot of photos. People are ‘wowed’ by images. We put them on our website,Facebook, Twitter, Instagram, Houzz, etc. People can see the great visuals LVT comes in whether it’s from a completed job

or new product. It’s good to be on social media because people spend hours looking at photos.

—Carrie Gustafson, marketing manager, Geneva Flooring, San Diego


the latest looks of LVT

Although LVT floors are highly resistant to wear and tear,

the first thing a customer will notice is style and design.

With advances in digital printing and other technologies,

LVT is able to replicate any stone or wood floor—down to

tiny details such as grout and registered embossing.

At 9 inches wide and 6 feet long, USFloors’

COREtec Plus XL,shown here in Gotham

Oak, is designed tomake a statement

in the home.

Manufacturers focus on blending colors and patterns to create unique designs. Featured here is Armstrong’s Alterna in Mesa Stone.

Metroflor’s Aspiregroutable tile helps to create the look of real ceramic but allows for

installation without groutfor more design options.

When it comes to LVT, there is no shortage ofoptions. But to suit anything a customer couldpossibly desire, look no further than Adura,which offers the most complete line of luxuryvinyl tiles and planks with a variety of designs,sizes and installation options. Adura also offersMannington-exclusive features for perform-ance benefits consumers won’t find anywhereelse. No matter what the customer wants, yourbest bet at winning the sale is to show her Man-nington Adura.

Mannington has long been known as thestyle leader. In fact, the Iron Hill design has al-ready won a 2015 award for style and design.Other popular planks include Dockside andAvalon, which showcase today’s popular rustictrend. Adura tile includes realistic stones andslates as well as marble looks like Century.Mannington develops each design in-house, soconsumers won’t see them anywhere else.

Adura offers a variety of sizes and shapesas well. Tiles are 16 x 16, rectangles are 12 x 24and planks are 4 x 36, 5 x 48 and 6 x 36. Con-sumers can mix squares and rectangles, planksand tiles for a truly one-of-a-kind floor.

Installation options for Adura help make

the job fast and easy with achoice (on most patterns) of tra-ditional glue down or LockSolid.LockSolid is Mannington’spatented and proprietary lockingsystem that offers an exclusiveno-gap guarantee.

Depending on the customer’spreference, most tiles—and evensome plank formats—can be in-stalled either with or withoutgrout.

And only Adura featuresScratchResist, Mannington’spatented coating with aluminumoxide that helps resist everydayhousehold scratches to keepfloors looking new longer. Adurais also waterproof, easy to cleanand maintain, and has a nofade/stain/wear/delaminationwarranty.

The Mannington brand can’t be found at bigbox stores; it is exclusive to the specialty flooringretailer. The company also enforces a MinimumInternet Pricing policy so pricing cannot be un-

dercut by Internet-only sellers. Manningtonknows the consumer’s needs are best servedwhen she receives professional service before,during and after the sale.

A WORD FROM OUR SPONSOR: MANNINGTON

Adura is complete package, for specialty dealers only

Mannington’s award-winning Adura features ScratchResist, an aluminum oxide coating that protects against scratches.

When it comes to selling LVT, there are many directions fromwhich to choose. If retailers can focus on five key points,

they will be sure to answer the various questions the consumermay have.

So, where should a retailer start? The topselling points for LVT are easy to remember:durability, maintenance, color and design,budget and resistance to moisture.

1. Durability is inherent in LVT becauseit has a solid base that enables it to withstandhigh wear and tear. Many LVT products havethe ability to be used for commercial or res-idential applications, so there may be the op-portunity to sell the same product in varioussegments. While warranties vary by productand manufacturer, it’s not unusual to seevery long warranties up to and including life-time wear on LVT.

2. After emphasizing durability, it is nowa great time to point out benefits of LVT’sease of maintenance. Using a simple, dampmop is the recommended cleaning proce-

dure for LVT floors. There is no need for other maintenance prod-ucts, other than a simple, neutral cleaner.

3. Color and design are strong selling points as well; today’s LVTis not your grandma’s vinyl flooring. Now we are looking at the ex-ceptional realism that mimics the beauty of nature. The recreateddesigns of stone, multiple wood species and distinctive surface tex-

tures meet every need imaginable in floor-ing. Colors and designs are in abundancewhen considering LVT.

4. The affordable cost of using theseproducts is realized while still enjoying afashionable look as beautiful as the naturalmaterials themselves. Recognizing a budgetis an important point in the sales processbecause there is a floor to fit all types of fi-nancial situations.

5. LVT is also resistant to moisture;therefore, leaks and spills are not likely tocause any damage. Unlike wood and woodcomposite products, vinyl repels liquids.

There are so many products to choosefrom today; guiding consumers throughthe important selling points of LVT willhelp make every retailer a little more suc-cessful.

BY LINDSEY NISBETProduct development and marketing strategy, EarthWerks

lvt 101: selling

Five key selling points give LVT its edge


Today’s LVT offers advanced, realistic visuals that closely mimic natural

materials such as wood.

EarthWerks’ Cambridge is inspired by nature,

providing a realistic visualsimilar to real hardwood

with added durability andwear resistance.

Adura Distinctive Plank from Mannington, shown here in AshfordWalnut, mimics current hardwoodtrends such as wide planks, regis-

tered embossing and glazed edges.

Moduleo from IVC utilizes specialized embossing technology to create three-dimensional textures, allowing homeowners to feel,

as well as see, the grooves in the wood design.


W ith advances in digital printing, designcapabilities have continued to expand for

LVT manufacturers. With that, there certainly isno shortage in realistic visuals and unique de-signs. One of the most recent trends in LVT iscombining the two, creating a blendedwood/stone look that has universal appeal.

EarthWerks answered to the blendedtrend with its new Trenton product, offeredin 18 x 18 and 18 x 36 formats with designsthat meet the continued gray color trendswith a wood/stone visual. “It’s different be-cause it’s not really tile and it’s not really awood look,” said Lindsey Nisbet, head of prod-uct development and marketing strategy. “It’sa product of its own.”

Repose from Tarkett’s Permastone linewas designed “for those people that don’tknow whether they want wood or stone,” saidKaye Gosline, creative director, residential. “Itwas inspired by the look of wood palettespulled out of concrete so that you get an em-bossed look with it.” Repose is offered in 12 x24, 12 x 12 and 6 x 48 formats. “Colors blendfrom back to front. That’s the beauty of LVT.”

Dan Natkin, senior director of residentialproducts at Mannington Mills, sees theblended trend as a response to the varyingtrends and tastes for colors in hard surface

products. “Threeto four years agothe grays wereon the coolerside,” he noted.“They’ve beenred hot for us,but they areevolving. Whatyou’ll see is graysgetting warmer,leaning more to-ward the brownside. Lighter andbrighter is theother big colortrend going on.”This leads toblended prod-ucts, which are“definitely evolv-ing. We’ve gotmarble looks

that are becoming more plank-like,and some wood looks that are moremodular. There is a very big blend offashion and texture.”

Raskin’s Elevations line was re-freshed to include blended visualswith three new colors in the Tusk col-lection. Michael Raskin, presidentand CEO, refers to these new selec-tions as “stone wood” since the prod-ucts are not exactly stone or wood. “Ithas a wood texture but a stone lookwith a lot of appealing color options.”

trendspotting

Adhesive solutions for all luxury vinyl flooring types

A WORD FROM OUR SPONSOR: W.F. TAYOR

Is it wood or is it stone?

W.F. Taylor makes an array of products to in-stall luxury vinyl tile and plank. A major indus-try workhorse is the company’s TaylorMeta-Tec 2091 Tuff Grip Transitional PressureSensitive (TPS) adhesive. The Meta-Tec brandis a patented chemistryand like no other prod-uct in the marketplace.Meta-Tec lets installerstrowel the adhesive, dryto a pressure-sensitivestate and lay tile withina two-hour time frame.Meta-Tec’s initial ag-gressive grab holds thefloor in place, but it’s notfinished; it will then con-tinue to form a highlydurable, permanent andwaterproof bond througha curing process calledcross-linking. The cross-linking forms a strongadhesive matrix. Picturethe strength of a chain-link fence; the linking of the metal wires sym-bolizes all the various ingredients in Meta-Tecand how they work to build and maintainstrength.

Another unique Taylor product, Acous-Tecsound reducing liquid underlayment patchand leveler, is for all floating floor types. Thisproduct is an industry breakthrough alterna-tive to rolled, sound-reducing underlayments.

It meets building code sound requirementswith sound test ratings up to IIC 71 and STC 67.The product also has Meta-Sept moisture in-hibitor properties blocking up to 10 pounds/1000 sq. ft. /24 hours per ASTM 1869 and rela-

tive humidity levels up to90% per ASTM F-2170.Acous-Tec cures to a con-tinuous, level, resilient un-derlayment while alsoproviding patching, level-ing and crack isolationmembrane properties tocreate a fully sealed mem-brane.

Need a primer? Taylorhas that, too. Taylor Envi-rotec 2025 UniversalPrimer effectively primes

extremely porous floorsso the adhesive does notsoak into the subfloorpores, which may renderit ineffective because notenough adhesive will be

left at the surface to bond the LVT or LVP. Thisprimer can be used on concrete, plywood, floorpatch, lightweight concrete and other poroussurfaces. It is also designed to neutralize ex-cess alkali (lower pH) of concrete.

All of these products are environmentallyfriendly and UL GreenGuard certified. Meta-Tec 2091 Tuff-Grip and Envirotec 2025 are alsoCRI Green Label Plus certified.

Trenton from EarthWerks answers the continued graytrend but addresses the color with a visual that’s not

quite stone or wood.

Mannington’s ‘lighter andbrighter’ colors are becom-

ing increasingly popularwithin blended visuals.

Acous-Tec Sound Reducing Liquid Underlayment Patch and Leveler meetsbuilding code sound requirements and

works with all floating surfaces.


The term LVT is known as the abbreviationfor luxury vinyl tile, although it often en-

compasses the plank format as well. Somecompanies such as Shaw, Mannington andMohawk, have given the category their ownunique spin with the introduction of LVF(flooring) and LVP (plank).

ing combinations of shapes and sizes. We cre-ated Adura Elements on the residential sideto mimic what was going on in stone andporcelain installations. That’s where we beganto think outside the square, and the 12 x 24format was our first entrée into non-standardformats like a square or a plank.” Today Man-nington offers Adura Rectangles, which fea-tures 12 x 24 tiles in both click and glue down.

Also offering a 12 x 24 size is EarthWerks,which has had the shape in its portfolio forsome time. However, Jonathan Train, vicepresident, agreed that larger selections havebecome prevalent in recent years due to LVT’spropensity to mimic natural products. “Bothstone and wood tend to be ahead of the curvein style and design whereas LVT tends to lagbehind, which I think will always be the casebecause it is bought for more functional [rea-sons].”

That being said, most retailers and con-sumers envision LVT as either square tiles re-sembling ceramic tile and stone or planks thatmimic hardwood. However, many categoryleaders have developed shapes and sizes thatstray from the standard 12 x 12, 16 x 16, 18 x 18and 24 x 24 offerings.

One of the reasons several LVT manufac-turers began to develop different shapes andsizes, particularly larger rectangles, is becausethe category tends to mimic the “real thing,”such as natural stone. As these product evolve,so does LVT.

“A lot of what goes on with wood andporcelain will influence the faux categories,”said David Sheehan, vice president of com-mercial hard surfaces at Mannington. “We ob-served about four or five years ago a lot ofmodular installations taking place in porce-lain tile where manufacturers were market-

Mannington’s Adura Rectangles, shown here inOasis Spring Water, comes in 12 x 24 tiles, the

company’s first non-standard format.

trendspotting

Manufacturers think ‘outside the square’ with

LVT and LVP have experienced explosive growth over the past fiveyears, and double-digit growth is expected to continue for at least

the next two to three years. This growth has been fueled in part byone key driver that every RSA needs to in-clude in his or her sales approach.

Each RSA needs to see LVT as a “solu-tion” flooring option. Today’s LVT is de-signed to visually replicate natural surfacessuch as wood and stone. The key to sellingLVT is to pay keen attention to the cus-tomer’s performance expectations and ex-plain how LVT may be better suited to meetthose expectations than the natural prod-uct.

LVP is the perfect solution for customerswho want wood flooring but have concernsabout moisture, maintenance, durability orcost. Think of it as laminate flooring withoutconcerns about a hollow sound, moisture orexpansion gaps. It is much easier to maintain than natural wood andperforms well in high-moisture settings.

LVT is the perfect solution for customers who are looking for ce-

ramic or stone but are concerned about living comfort (too hard ortoo cold), transition height, safety (fall risks for children or elderly)or the mess, hassle and cost of a two- to three-day installationprocess. With today’s groutable format offerings, homeowners canget a true natural stone visual with the comfort and installation ben-efits that come with vinyl.

Although LVT may provide a solution toother hard surface products, there are stillsome concerns about floating click LVT,namely joint strength integrity and stability.While LVT is very stable in regards to mois-ture changes, it is affected by changes intemperature. Additionally, LVT is a flexiblemedium, which is difficult to profile andprovides a soft locking mechanism. Withthese two limitations combined, the result isa pronounced potential for gapping.

WPC products have been designed to di-rectly address these concerns. They provide awaterproof, rigid platform that is more di-mensionally stable than LVT. Additionally,because the core is rigid it is much easier to

profile, resulting in a smoother and stronger locking system. Anotherbenefit of this rigid platform is that it hides subfloor imperfections,eliminating telegraphing.

BY PAUL CULLOMDirector of sales, Cryntel

lvt 101: selling

Positioning LVT and WPC as ‘solution’ flooring

LVT can be sold as a ‘solution’ flooring option forhomeowners with high performance expectations.


John Geier, technical service manager,W.F. Taylor, added that because of the generalnature of LVT (or LVF), it can be designed tomimic other products such as ceramic. Withthat comes larger sizes.

“Resilient, or LVF, is going to mimic con-cretes in a bigger format tile,” Geier said.“Those are possible now because of the makeup of the product, as it is stable enough anddurable enough to make larger sizes.”

Armstrong’s Alterna, which features 8 x16 and 12 x 24 tiles, caters to the consumerwho is looking for something unique. “Onething we considered was who we weren’t ap-pealing to,” said Yon Hinkle, product manager.“We wanted to give the customer who wasn’tlooking for the square shape but loved theproduct something to maximize the capabilityof custom designs.”

Customization is a major selling point forrectangular-format LVT, as different shapesand sizes of the same product can be inter-mixed to create countless unique, personal-ized designs.

Sheehan said he sees customization inboth the residential and commercial markets,including Mannington’s Amtico brand.“Amtico was doing a variety of non-standardsizes well before we purchased the company.The basic Amtico offering today comes with280 visuals, and sizes like 12 x 24, 18 x 36 and9 x 18 may be requested.”

With different shapes and sizes availableto consumers, they can customize their floor-ing designs that go beyond anything “sug-gested” by the manufacturer. “When you’retalking about truly custom, you’re looking atdesigning something from the line that does-

n’t already exist,” Hinkle said. “We get picturesfrom customers that say, ‘Look what I did!’with some kind of inset or a border look thatwe didn’t have. [Dealers] may have [creative]installations in-store. Without having to go toan additional expense, customers can makeunique floors.”

EarthWerks’ Colosseum comes in a 12 x 24 format, giving homeowners the ability to

create custom designs.

larger shapes, sizes

WPC is a fast-emerging flooring category that has generatedinterest among scores of suppliers, both

domestically and internationally. The successof WPC has spawned a great deal of interestfrom specialty retailers and an influx of com-peting products in the market.

Here are a few things that dealers shouldknow to make informed decisions about WPCfloors:

•WPC stands for wood plastic composite,not waterproof core. The WPC core is a compos-ite extruded core made from wood and bamboodust, virgin PVC and calcium carbonate. The ex-treme dimensional stability and waterproofcharacteristics of WPC provides the foundationfor this revolutionary product.

•Not all WPC core is created equally. Aswith any popular product, high demand can cre-ate strains on raw materials. New products com-ing into the marketplace may have WPC thatwas produced to a lesser standard as new sup-pliers scramble to keep up with the demands oftheir customers. Products made to loose stan-

dards may not perform as expected. WPC vinyl products producedto the specification of the intellectual property holder are intendedto ensure the quality and dimensional stability of the WPC core.

•WPC attracts laminate consumers, too. While WPC floors at-tract LVT consumers, they also draw interestfrom the laminate category as many consumersview the product, due to the rigid plank, as a wa-terproof laminate. Unlike the HDF core utilizedin traditional laminate floors, WPC core is 100%waterproof and can be installed in wet areassuch as bathrooms, laundry rooms and mud-rooms.

•WPC has added value. In the minds of theconsumer, WPC has a higher perceived valuethan traditional LVT in terms installed cost, ver-satility and ease of installation, and solving realworld problems like imperfect subfloors andtelegraphing. WPC has been embraced by con-sumers because it has offered solutions to prob-lems that haven’t previously been addressed oreven identified by other flooring types.

As more WPC options make their way intothe marketplace, specialty retailers will need tobe informed and weigh the track record of estab-lished products versus the claims of new offer-ings.

BY GARY KEEBLEProduct and marketing manager, USFloors

lvt 101: wood plastic composite

Making informed decisions about WPC

A new launch from the COREtec One Collection is Plymouth Oak, a 6 x 48 x 6.3

mm plank with a 12 mil wear layer.

Resilient flooring has been all the ragefor nearly a decade now, and the cate-

gory shows no signs of cooling down. Afterdollar growth of 8.5% in 2013 and 5.4% in2012 (FCNews, June 30)—industry expertsbelieve the category grew between 5% and8% in 2014, this despite a very difficultfirst quarter and sluggish residential sheetvinyl segment.

Much of resilient’s growth in recentyears can be attributed to LVT, which in2013 claimed 43% of the category’s vol-ume, an estimated $949 million in rev-enue, up from $733 million in 2012, a gainof 29.4%. That growth continued into 2014,with insiders estimating the segment being upbetween 12% and 15%.

“LVT is growing at a very fast rate,” notedJonathan Train, vice president, EarthWerks.“The good news for all [LVT producers] is thatthe LVT market will continue to gain marketshare from other categories.”

Russ Rogg, president and CEO ofMetroflor, said business in the first half of2014 was similar to the second half of 2013,however, it varied by platform. “Our floatingbusiness was steady, but it did not grow at thepace which we had experienced in the secondhalf of 2013. Conversely, our dryback LVT

business was up considerably.”He added that multi-family and commer-

cial business in the retail and health care sec-tors were particularly strong in 2014.

Bringing it homeDomestic manufacturing is becoming all therage. In late 2013, a number of major play-ers—Armstrong, Mannington, Shaw and IVCUS in particular—announced expansions orthe construction of U.S. facilities. These ini-tiatives are designed to yield better servicethanks to shorter lead times.

“[Domestic expansion] is not necessarilygoing to increase competition,” said Yon Hin-

IVC US put itself on the map as one of the pio-neers for developing and manufacturing fiber-glass sheet vinyl. As specialists in producingfiberglass vinyl products of beauty, style anddurability, IVC has carried that high standard ofinnovation and product dedication to its luxuryvinyl tile and plank line, Moduleo.

IVC US began running its first ever Ameri-can-made LVT production spring 2015 in itsbrand new LVT manufacturing facility in Dal-ton. The vertically integrated LVT productionfactory is located on the same site as its sheetvinyl manufacturing line. Soon, the IVC US Dal-ton LVT facility will manufacture all its LVT forthe entire North American market.

In addition, all virgin raw materials aremixed and processed on-site to create the vari-ous LVT layers, including the print film layer,wear layer and the PVC pellets used to makebacking and additional PVC layers. Plus, theU.S. plant will feature its very own recycling fa-cility on-site. This will enable IVC US to collect

all scrap LVT that is generated during the man-ufacturing process and distribute it to the recy-cling facility where it is reprocessed, reused andreintroduced into the process to make futureLVT. This means that all IVC US LVT will bemade using recycled LVT content from its ownfactory and not sourced recycled content fromanywhere else. As a result, from powder to fi-nalized product, IVC US will know and controleverything that goes into its U.S.-made LVTproducts.

While new SKUs and capabilities are tocome from the IVC US LVT manufacturing line,its current Moduleo collection, featuring 48striking wood and tile SKUs, will remain thesame throughout 2015.

In January 2015, IVC US unveiled its highlyanticipated, embossed-in-register collection:Embellish by Moduleo. Adding more drama toits already successful Horizon and Vision col-lections, Embellish features 11 larger than lifeplank designs, all in extra-large format with re-

A WORD FROM OUR SPONSOR: IVC US

duced pattern repeats, allowing a greater vari-ety of planks to refashion the individuality ofnature. The unique embossed-in-registerprocess of Embellish manages to recreate theperfection and realism of natural materials.This enables end users to actually see and feelthe depths of the wood grooves that perfectlyfollow the lines and knots of the plank design.

IVC continues to drive product innovation at itsnew LVT manufacturing facility in Dalton.

State of the industry: LVT carries the torchkle, general manager, residential, tile/de-sign, Armstrong. “Those that have an-nounced domestic plants are alreadysupplying LVT to the market. The biggestadvantage to domestic supply is just that—supply turnaround for our customers willbe better so our ability to meet their needswill be improved.”

Rogg said importers can compete in anumber of ways, most notably having astrong distribution network that can carrydeep inventories, supported by the im-porter’s distribution center on U.S. soil forbackup.Armstrong started an expansion of its

Lancaster, Pa., LVT plant to replace productmade by a manufacturer in China.

IVC US is another player firmly plantingits feet in domestic soil. The company is nowproducing LVT in Dalton, a projected $100million investment into the local community.“With domestic manufacturing coming up-stream, everyone is thinking about a productline that will enable success in the market-place,” said Paul Murfin, co-CEO. “It’s onlygoing to make the category even more appeal-ing as people take a good product and make itbetter, not only with quality but maybe more


The American LVT frontier



Consumers areseeking value.They want abeautiful floorthat is going tolast for a longtime. With Karn-dean Design-flooring, valuelies in the beautyof the floorscombined withtheir tremen-dous quality.Stylish, versatile and long-lasting, Karndean’s collectionof products is ideal for almost any interior environmentfrom busy households with pets and children to high-traf-fic commercial spaces such as restaurants and hospitals.Furthermore, all of its products are backed by a residentiallifetime warranty. Customers can rest assured theirdream floor will be the centerpiece of their space for yearsto come.

The company provides retail customers with quality,service and availability. From its team of experienced ter-ritory managers to customer service personnel, Karn-dean’s goal is to personally support the Karndean family ofretailers by providing them with the materials, knowledgeand service base to sell quality flooring.

Karndean works with its retailers to increase theirprofit margins, increase their referrals and foster relation-ships with lifelong customers. It is committed to provid-ing the service and POS necessary to maximize thepotential of its retail partners’ businesses, including de-sign and installation training, a premium product portfo-lio and competitive pricing.

Karndean has focused on LVT since the very begin-ning. Its state-of-the-art showroom and warehouse facil-ities are located in Pittsburgh, Las Vegas and Dallas. Theselocations allow the company to provide unparalleled in-ventory levels and shipping support throughout the U.S.

At the core of the company is its premium collectionof products, which is inspired by nature. Karndean is de-sign flooring. It is a luxury flooring specialist. Karndean of-fers an incredible variety of design options, includingdecorative borders, design strips and customizable fea-tures.

Karndean takes pride in owning and meticulously de-veloping its beautiful and stylish product designs. Thecompany’s newest line of products, Art Select Stones, ex-emplifies the attention to detail that goes into each Karn-dean product. Over the course of five years, designerstraveled the world to find inspirational stones for the col-lection, which included the steps of a former parliamentbuilding in Melbourne, natural hot springs in YellowstoneNational Park and a quarry in Massa, Tuscany.

Karndean’s Art Select collection, shownhere in Melbourne, was inspired by

stones found during travels over thecourse of five years.

A WORD FROM OUR SPONSOR: KARNDEAN DESIGNFLOORING

Value, service, supportsets manufacturer apart

Luxury vinyl tile’s tentacles reach intovirtually every market segment of the

flooring industry, with Main Street com-mercial representing one of the biggestgrowth areas. Industry executives estimateabout 33% of commercial LVT business isnow in Main Street, and that figure is likelyto rise as top manufacturers like Mohawkand Shaw createMain Street divisionswith LVT makingbigger inroads whiletaking share fromVCT, rubber, sheetvinyl and carpet.

With all the re-cent activity, somedealers may look toset up commercialbusinesses for theMain Street client.FCNews asked indus-try experts for theiradvice on how to getstarted with LVT asthe catalyst.

Build on local relationshipsUnlike most commercial segments inwhich the customer is often an A&D firmor a property manager, the Main Streetcustomer may be a typical retail cus-tomer—theoretically the wife of a dentistor doctor down the street who wants newflooring for a waiting room.

“Main Street typically is focused onlocal relationships that are already estab-lished with customers buying products fortheir residences,” said Keith Wiethe, chan-nel manager for Mannington’s MainStreet. “We see some negotiated work andminimal bid work type projects in theMain Street channel. Also, the MainStreet channel is very fragmented whereregular commercial is not. Local busi-nesses prefer to buy locally.”

Stock up on offeringsThe Main Street model is centered ondealers who can diversify their businesses

and target new customers throughprospecting. Therefore, a dealer must havea comprehensive variety of commercialproducts to offer potential customers.

Installation is importantJust as on the residential side, a good in-staller is very important to the Main Streetbusiness. Major mills offer installationtraining to assist their retail customers and

are willing to workwith their retail part-ners interested inentering the MainStreet business.

Understand the challengesFlooring dealers whohave carved out suc-cessful Main Streetbusinesses have aword of advice forthose who want toget in: This businessis different than resi-dential and main-stream commercial.

“It’s a much longer selection processwith Main Street customers,” said JohnBoyajian, co-owner of A.J. Rose Carpets &Flooring, with three locations in Massa-chusetts. “The challenges are having thedoctor’s wife understand that not all prod-ucts are created equal and there is func-tionality concern and not just an aestheticone. Larger commercial customers have itspecified or have the experience to knowwhat they want.”

Seize the opportunityAccording to experts, the Main Streetbusiness for flooring dealers offers highergross margins than residential, is less com-petitive, has higher volume and fewerclaims, and is ripe with opportunity.“There is a lot of low hanging fruit outthere in the Main Street channel,” Wiethesaid. “If you called on 10 Main Street cus-tomers I bet seven are looking to do sometype of project, and many are going towant LVT.”

main street

How to make serious inroads

Mannington’s new Main Street display offers the full spectrum of product offer-

ings for this growing segment.

By Ken Ryan


Gerald Raskin first identified the LVT marketfor the U.S. in the 1980s. When he passed in1994, his son, Michael, now company presidentand CEO, began dedicating his career to build-ing Gerald’s vision. The last 20 years were in-strumental in bringing the LVT category froma niche market to what is now mainstream.

Understanding the culture of the Asianmarket allows Raskin to turn an idea into a re-ality and build the proper support to maintainmarket share. Being agile is an advantage intoday’s market, and Raskin’s vast experiencecan get quality products to the marketquickly. “It is important to be selective andstrategic with your product offering and un-derstand how to use the strengths of your sup-pliers and distribution partners,” MichaelRaskin said.

Raskin is focused and driven, working tocreate innovative products along with superiordesign. “I believe our distributors wanted to bepart of the opportunity to capitalize on Raskinproducts, including Elevations and Gravity GripFlooring,” he added. “We are backing up that de-cision. In today’s crowded market, you need tostay ahead with innovation and design.”

Furthermore, Raskin Industries has deliv-

ered products that havea claim rate below 1%due to strict require-ments with overseassuppliers. Raskin floorsare engineered to spec-ification and exclusiveto the company. Also,the company’s market-ing is unique for theflooring industry andbuilt for today’s marketand consumer. Raskinoffers competitive pric-ing with a strong mar-keting package, whichis critical since thismarket will only be-come more competi-tive. The company delivers the entire packageand does not overcharge, allowing distributorsand their customers to maintain healthy profitmargins.

This year at Surfaces, Raskin introducednew collections, designs and colorations to itsprevailing line Elevations. Elevations featuresa Gravity Grip backing with its 5mm extra thick-

ness and can be mixed and matched (excludingthe Loft collection, which is a 4mm). Depend-ing on the setting this product can be installedwith the company’s loose lay technology withR88 pressure-sensitive spray adhesive aroundthe perimeter or full spread if desired. Raskinalso added two new collections to its drybackline, Formations.

A WORD FROM OUR SPONSOR: RASKIN INDUSTRIES

Company brings LVT from niche to mainstream

Tusk is a new introduction to Raskin’s Elevations collection featuring three stone/wood designs with a

chattered embossing in a 12 x 24 format.

A s WPC (wood plastic composite) quicklygains traction as the hot new product in

the flooring industry, specialty dealers arefaced with many challenges—from explainingthe features and benefits of WPC to their cus-tomers to effectively merchandising this newclassification of product in their showrooms.

FCNews spoke with industry experts onwhat dealers need to know about WPC.

What is WPC exactly?WPC is a composite material made of thermo-plastics, calcium carbonate and wood flour. Ex-truded as a core material, it is marketed as beingwaterproof, rigid and extremely dimensionallystable. In the case of COREtec Plus from US-Floors, a veneer of luxury vinyl is layered on topof the coreboard and cork underlayment is at-tached to the base for sound abatement and en-

vinyl plank. Named Floorté, the company saidthe product is dimensionally stable, water-proof and offers a greater density than WPC.

“In addition, our locking system is theonly one in the industry that we are aware ofthat is tested using the same standards aslaminate flooring,” said Carr Newton, vicepresident of residential resilient and laminatefor Shaw Floors. “We pass the caster chairtest with flying colors—in excess of 25,000cycles. Other products in this category haveshown to come apart at as few as 3,900 cy-cles. Based on those differences, we considerour product to be in a category by itself.”

How does it differ from LVT?The main differences from a consumer stand-point are that it is waterproof and can go overmost subfloors without much prep. Tradi-tional vinyl floors are flexible, and any un-evenness in the subfloor will transfer through

hanced comfort underfoot (see diagram on fac-ing page). COREtec Plus is positioned as a pre-mium engineered waterproof luxury vinyl floor.

Shaw calls its product EVP, for enhanced

innovation

Five things retailers need to know about WPC

Floorté, Shaw’s enhanced vinyl plank, is targeted to the customer who wants a waterproof floor with high durability.

By Ken Ryan


W ith so many LVT options available in the market, it’s impor-tant for retailers to understand and recommend the opti-

mum product solution to the consumer. Assessing the specific enduser’s environment, including everythingfrom day-to-day usage patterns to the exist-ing subfloor, is the best way to help herchoose the right flooring for her needs.

While most LVT manufacturers have sin-gled out either click, grip-strip or the newerloose lay installation systems, the retailermust first have sufficient knowledge to un-derstand the pros and cons of each methodin order to recommend the correct productamong the myriad options.

Dryback or glue down products are themost reliable option for areas where heavyappliances or permanent cabinets will be in-stalled as well as for commercial environ-ments in areas where heavy rolling loadssuch as carts and pallet jacks are used.

If speed of installation and maintaining the stability associatedwith connecting floating planks to one another are key factors, there

is no better choice than grip-strip LVT. But it’s important to get toknow the substrate. Grip-strip systems are not ideal in high mois-ture areas or where there are high pH levels because the adhesivesthat join grip-strip products can break down. In those environments,click products provide a better solution as they are waterproof, don’tdepend upon glue and are easily replaced if damaged. Click LVT

products can also be laid directly over mostexisting subfloors for faster and easier instal-lation.

LVT offers many advantages over natu-ral products. For example, groutable LVT tileis a great alternative to actual stone or ce-ramic. This allows the retailer to promotevalue, speed of installation, warmth under-foot and easier maintenance without thedrawbacks of traditional ceramic tile. The ad-dition of grout can be positioned as an aes-thetic improvement to add realism. Most ofall, the durability of LVT can win over themost stubborn “it’s not real” objections.

Providing the correct product at a goodvalue is vital to customer satisfaction and

loyalty for a flooring retailer. The bottom line is to make sure thecustomer doesn’t have to leave the store to have her flooring needsrealistically met.

BY JIMMY ALEXANDERProduct manager, Metroflor

lvt 101: selling

Understanding LVT is first step to selling

Aspire by Metroflor’s Vienna collection, shownhere in Silvery White, is groutable, an aesthetic

improvement for added realism.

the surface. WPC products have adistinct advantage since the rigidcore hides subfloor imperfections.In addition, the rigid core allowsfor longer and wider formats, suchas 9 x 72 inches.

What are its advantages over laminate?The big advantage over laminate isthat it is waterproof and suitable forenvironments in which laminateshouldn’t normally be used—typi-cally bathrooms and basements thathave potential moisture infiltration.WPC products can be installed inlarge rooms without an expansiongap every 30 feet, a requirement forlaminate floors. The vinyl wear layer of WPCabsorbs impact sound to make it a quiet floor.WPC is also suitable for large open areas (base-ments and Main Street commercial) because itdoesn’t need expansion moldings.

Which categories do WPC products threaten?Laminate is the main category it is taking salesfrom and some LVT. Most experts don’t see ittaking from hardwood or ceramic sales.

Where is the best place to merchan-dise WPC in the showroom?Some retailers have WPC sandwichedbetween laminate and vinyl since it isthe ultimate “crossover.” Most retailershave WPC displayed in the resilientsection while others believe it willeventually become is own category andthus merit its own display area.

Gary Keeble, product and market-ing manager for USFloors, said deal-ers can get very creative withmerchandising products likeCOREtec Plus that have a great storyto tell. “Many COREtec Plus dealersdisplay pieces of COREtec Plus in afish tank full of water, even with gold-fish, to demonstrate the waterproof

features of the products.”Shaw recommends Floorté EVP be mar-

keted in the resilient section as it is a key com-ponent of Shaw’s Resilient Solution Center,which includes four merchandising units.



When groutable LVT hit the market, productslike Armstrong’s Alterna engineered stonecompletely transformed the traditional tilecategory for many flooring retailers who recog-nized its appeal over ceramic. Durable engi-neered stone construction makes Alterna tilestough enough to stand up to a lifetime of activ-ity in a home. Alterna groutable tile offers cus-tomers affordable products that are stylish,unique and durable, and gives them a viablechoice over ceramic tile floors. Consumers likethat Alterna flooring is softer and warmer thantraditional ceramic tile, and just like stone andceramic, it's visually appealing and durable. Acomfortable surface makes Alterna tileswarmer to the touch, kinder to the feet and eas-ier to care for in any room of the home.

Armstrong’s Luxe Plank flooring offers awide range of product solutions and a variety ofremarkably realistic designs, brought to lifewith brilliant colors and authentic textures.Luxe Plank with FasTak Installation is visuallystunning, highly water resistant and incredibly

durable. The striking designs replicate the ex-quisite color, texture and fine detail found in au-thentic hardwood and natural stone. Unlikeordinary LVT, Luxe Plank is structurally rein-forced to resist rips, tears and gouges caused byappliances, furniture and active households.The beauty and performance of Luxe Plank

flooring now features FasTak Installation—thequickest and easiest installation available; noglue, pads or special tools are necessary.

Armstrong is transforming the flooring re-tail showroom and changing the way productsare shown in-store with a new modular mer-chandising system for all its hard surface prod-ucts, including LVT. The format is versatile,regardless of regional preferences or store size,making it accessible for any dealer. These dis-plays simplify both the shopping process forconsumers and selling process for RSAs.

Armstrong.com is a valuable resource forconsumers to learn about its products and alead-generating machine for dealers. It helpsdeliver knowledgeable customers to the re-tailer’s door, helping to close the sale.

A redesigned armstrongconnect.com is thedealer’s destination to learn first-hand aboutArmstrong's new product offerings. The site of-fers a wealth of content, including key productinformation, videos, sell sheets, launch infor-mation, warranties, images and more.

A WORD FROM OUR SPONSOR: ARMSTRONG

Products fit for any lifestyle, selling style

Armstrong’s Alterna groutable tile is warmer and softer than ceramic tile yet durable enough for an active household.

capacity. While there may be some degree ofprice erosion within LVT, its growth, particu-larly in commercial applications where per-formance outweighs price, will safeguardagainst following the same path as laminate.”

Today’s marketplace readily accepts LVTas a leading solution to a gamut of flooringchallenges. “Historically, the market viewedLVT as a fantastic solution for a host of com-mercial and project-oriented applications,”said Scott Rozmus, president of FlorStar, atop 20 distributor. “LVT’s versatility allowedthe category to migrate into builder, multi-family and residential remodeling applica-tions. LVT’s greater ability to providevalue-added differentiation within its ownsegment may shield this category from purecommoditization. The large space in whichLVT operates has, in turn, afforded manu-facturers the means of introducing differen-tiated product across a wider front, ebbingthe march toward commoditization.”

Rogg said many new or less experiencedmanufacturers have been entering the LVT cat-egory with low-price entries, the results ofwhich are borne out by the questionable qual-ity of the product. “As the saying goes, you get

what you pay for—and this involves not just theproduct’s performance, but also the ingredientsthat are used to make them. The LVT industryoffers a broad range of specification and instal-lation methodologies across a spectrum ofprice/value options so dealers can offer theircustomers the proper and most profitable solu-tion. We believe the professionally installed,

higher-service model provided by independentLVT flooring retailers across virtually all resi-dential and commercial applications is a hedgeagainst commoditization. We are confident thecategory will continue to grow and thrive.”

Theis said the flooring industry is, in fact,

already seeing some degree of commoditiza-tion, with newcomers taking the fastest path togain a foothold with low price. “Is it a goodvalue? Time will tell. Our LVT business contin-ues to be very strong, and we are very fortunateto work with top LVT suppliers (Manningtonand Metroflor) that continue to make innova-tion and value key priorities.”

Torrey Jaeckle, vice president atJaeckle Distributors in Madison, Wis.,said that when laminate first came out, itwas an exciting and innovative product;however, it always had the “clicky” soundproblem. “LVT doesn’t have that issue.You walk on LVT and often have to getdown and inspect it to determine if it’s[natural material] or fake. In addition,LVT tiles are groutable and do a far betterjob of simulating actual stone or tile thanlaminate can. While pricing pressures arealready evident and certain to continuematerializing, the various LVT brands willmore easily be able to defend their valueproposition. In addition, laminate began

to become known mostly as a DIY product,with price being king. I don’t think that will bethe fate of LVT because there is a large contin-gent of consumers looking for a professionallyinstalled floor who are drawn to the value thatLVT brings to the table.”

Higher-end looks, such as this Metroflor tile ice visual, canseparate LVT from the low-price entrants in the market.

issue


Underlayment engineered specifically for use under glue down andfloating LVT is one of the newer innovations in the

underlayment/cushion business and can offer several benefits for manyinstallations. Underlayment well matched to the hard surface finishedflooring can be a key component in a high-performingfloor assembly.

Full-featured underlayment designed for under LVToffers support, noise reduction from impact and betweenfloors, protection against moisture, and a measure ofcushioning that provides greater comfort when walking.Underlayment can also reduce minor subfloor imperfec-tions, which helps in ensuring a smooth surface on whichto install the flooring.

With respect to sound control, underlayment for LVTcan provide welcome, healthy ratings for both IIC andSTC sound tests. The IIC test evaluates the effectivenessof sound deadening—the ability to block impact sound bymeasuring the resistance to the transmission of impactnoise or structure-borne noise such as footfall or

dropped objects. The STC test evaluates the effectiveness against air-borne noise, such as voices, TV and stereo systems. In fact, underlay-ment is sometimes used to get the necessary sound ratings when LVT isinstalled in multi-family dwellings and the flooring has not been testedor does not meet prevailing standards.

If the underlayment under LVT is very thin, then it works well inconcert with the luxury vinyl tiles or planks to minimize the overall

height of the finished floor in comparison to adjacentfloors. Thinner underlayment could also eliminate theneed to undercut closet or room entry doors.

Underlayment that features a moisture barrier willhelp dissipate water or other spilled liquids that mightseep under the finished floor.

Under floating LVT, underlayment protects the un-derside of the floor from possibly abrading against thesubfloor as the floating floor ever so slightly expandsand contracts repeatedly over time.

At relatively little added cost compared to the priceof LVT and its installation, a customer who opts for un-derlayment designed especially for the category canreap many advantages both during the installation andover the life of the floor.

BY JACK BOESCHDirector of marketing, MP Global

lvt 101: installation

The importance of using the right underlayment

The right type of underlay-ment helps reduce sound

and protect against moisture.

T he benefits of luxury vinyl tile are not lim-ited to the product’s durability, versatility

and aesthetics. LVT is also easy to install,whether by glue down, click or loose lay.

That said, the importance of correctlymatching method and application is a conver-sation dealers must have with their customers,according to retailers and manufacturers whomarket LVT.

It all starts with a quality product. The bet-ter the product, the easier the installation.Next, a clean, dry, level subfloor is imperative.Many suppliers market LVT-oriented underlay-ment designed to smooth uneven subfloorswhile also providing moisture and sound-ab-sorption barriers.

Glue downFCNews spoke with several retailers who preferthe glue down method because it is a safe choiceand a process with which their installers are fa-

miliar. “As of recently we’ve started selling gluedown,” said Jeremy Winges, co-owner of 3 KingsCarpetsPlus in Fort Wayne, Ind. “The materialitself is less expensive and our guys actually likeinstalling it better. We now feel like the gluedown product is less likely to have problemsdown the road.”

Bill Huss, owner of D&M Flooring Amer-

ica in Appleton, Wis., said glue down typicallyprovides a more stable finished product, whileBarry White, owner of Carpeteria in Santa

installation

Exploring the different options for securing Clarita, Calif., said with glue down “there’s nohollowness, it’s more secure to the floor, a muchbetter installation. It’s usually the only way wesell it, and people love it.”

Michael Raskin, president and CEO ofRaskin Industries, said many veteran installersare familiar with the glue down approach andprefer that method because they are accus-tomed to it.

If there is a disadvantage to glue down in-stallations, it is that it takes longer to completethan loose lay and can be more expensive. “In amarket with a high labor rate, that could be anissue because it comes down to time, and timeis money,” Raskin said.

Grip-strip/loose layFloating and grip-strip LVTs serve as more thana quick and easy glueless installation option;they’re often the only suitable solution for high-moisture areas that would damage wood-basedproducts or destabilize an adhered vinyl instal-lation, according to experts.

Uniclic’s system enables users to engage the flooring panels via two methods—angling

and snapping, making it one of the easiest locking mechanisms.

By Ken Ryan


Grip-strip is increasing in popular-ity as a faster and less complicatedmethod of installation, targeted tohigh-traffic commercial environments.

Retailers who opt for loose lay say atile can be replaced easily if damagedor flooding occurs. Karndean Design-flooring developed a loose lay plankthat boasts superior dimensional stabil-ity, does not curl and does not move orgap as long as it is correctly installed.

Many loose lay systems must be in-stalled flush against the wall and do notrequire glue or tape. A problem couldarise in settings in which no two wallsare straight. FreeFit is one companythat came up with a solution to irregu-lar-shaped spaces: a double-sided tapeand adhesive designed to secureperimeter tiles and planks.

A primary benefit of loose lay issaving time with the installation.“Compared to a strip or click, you don’thave to line up the loose lay floor andattach it,” Raskin said. “With click youhave to angle it, and that takes time.”

Eric Langan, president and ownerat Carpetland USA in Davenport, Iowa,said his installers and DIY customersprefer the floating method because in-stallation is “quick and easy, as is the re-pair if necessary.”

As for disadvantages, Wirges of 3Kings Carpet has found that loose layLVT should not be installed in roomsexposed to direct sunlight for long peri-ods of time. “The sun beating down onthe floor can cause buckling.” He rec-ommends hanging blinds or windowshades, as well as using UV windowfilm that provides a barrier between thefloor and ultraviolet radiation that candamage LVT over time.

Locking systemsLocking systems have been a provenmethod of installation with hardwoodand laminate flooring, so it only goes toreason that LVT would follow suit.Laminate and hardwood manufactur-ers across the globe license patentedclick systems from Välinge and Unilin,

and many are now incorporating thosesystems into their LVT products.

Välinge’s two main locking systemsare the 2G and 5G. The 2G/2G or2G/fold down are used for products upto 3mm thick; for LVT products 4mmand thicker, 2G/5G can be used as wellas 2G/2G and 2G/fold down.

“2G is always used on the long sideof the product, the side that is angleddown,” said Susanne Hjorthagen, keyaccount manager at Välinge. “The ben-efit with 5G fold down is that it is a sin-gle action installation method,meaning the panel only needs to be an-gled down and the short side will auto-matically be locked by the flexibleplastic tongue which keeps the panelfrom vertical movements on the shortside. The flexible tongue is inserted tothe panel during production of thelocking system.”

More than 25 companies have al-ready signed a license for the use ofVälinge’s 2G mechanical locking sys-tem on LVT, and more than 15 havesigned a license to use 5G; productionof 5G in LVT flooring started in 2013.

Unilin’s Uniclic system features adistinctive tongue-and-groove shapethat establishes a tight connection dur-ing installation. The planks can be in-stalled two different ways: Installerscan position the panel to be installed atan angle of 20 to 30 degrees. By mov-ing the panel gently up and down whileexerting forward pressure, the panelswill automatically click into place.Users can insert the tongue into thegroove or the groove into the tongue.(The tongue into the groove is easiest.)

A potential disadvantage of click isthat the click mechanism has on occa-sion been difficult to lock; in somecases the click edges can break.

LVT floors

An example of Välinge’s angling-angling installation.

W ith the popularity of luxury vinyl tiles and plankssharply growing among today’s consumers, it is im-

perative to understand exactly how the product is in-stalled—both for click and glue down applications.

Regardless of howmuch experiencea flooring installerhas, the installa-tion of LVT prod-ucts are unlikeany other vinylflooring system—

or any flooring system for that matter. Because of this, theindustry has seen many LVT flooring jobs incorrectly in-stalled simply due to lack of knowledge or LVT experience.

To help reduce a business’ claim ratio as it relates toimproper installation, it is crucial that installers under-stand the difference between proper and poor installa-tions. They should be sure to read through theinstallation manuals of all the LVT products the storecarries and are aware of the following:

•The installer should have all the tools and productsnecessary to install prior to the installation. Too manytimes things are overlooked because the necessary mate-rial was not on the job.

•The product must be properly acclimated in the en-vironment in which it will be installed (not in the garage,for example).

•Flatness of the subfloor where the LVT is being in-stalled is essential, as well as the proper underlayment.Check to ensure both are acceptable and compatible withthat manufacturer’s LVT products.

•Properly preparing the subfloor in accordance withthat LVT manufacturer’s installation manual is vital. Notall LVT is created equally, so never assume one subfloorprep recommendation is appropriate for all LVT installa-tions, particularly when adhesives are involved. Im-proper subfloor preparation is a big issue currently andone that is easily solvable if time is taken to read the in-structions.

•With most LVT click products, it is not necessary tobang the planks or tiles into place with a rubber mallet.The locking systems on LVT products are specifically de-signed for easy, trouble-free installation. There is nobanging required or the integrity of the click system maybe damaged.

BY ANGELINA CEBRIANMarketing communications manager, IVC US

lvt 101: installation

Following instructionsnecessary for success

Expert installation is key for a longer lasting floor.


18 x 18 and 12 x 24 sizes.3. The key to selling GT for the re-

tailer is to be creative, Foster said. “Installa display floor with grouted products andask consumers to ‘foot test’ it against a ce-ramic floor. Also, when possible, showfull-size samples to enhance the look ofthe LVT and stress its maintenance fea-tures—damp mopping only and using aneutral pH cleaner for heavier soils. Nochemicals, detergents or harsh cleanersare needed.”

4. Grouting may be done immedi-ately after installation or the followingday, according to Yon Hinkle, generalmanager, residential, tile/design, Arm-strong. He noted the company’s versatileAlterna product can be installed with orwithout grout. “While both looks arepopular, the grouted option provides amore authentic stone or tile look.” Hestressed that only Armstrong premixedsanded acrylic grout be used during ap-plication, as traditional cement groutscannot be used with Alterna.

5. There are two schools of thoughtwhen it comes to how groutable LVTshould be promoted to the consumer, ac-cording to Metroflor’s Rogg. The first isto market, sell, position and promote theproduct for what it is, which is LVT. “But

installation

Eight tips to help retailerssell groutable tileW ithin the growing

LVT segment is asubcategory that is alsogaining ground: groutableLVT, otherwise known asgroutable tile (GT). But inorder to sell and installthese products success-fully, what should retailersand installers know aboutGT, and how should salesassociates sell them to theend user? Here are eightfacts about groutable LVT:

1. Grouts used for LVTproducts are generally alittle “elastic” versus“rigid-setting” as with tra-ditional ceramic, according to Russ Rogg,president and CEO of Metroflor. “This isa necessary characteristic. Drying timesand cleaning techniques may vary forLVT grouts as opposed to ceramic grouts,so mechanics should be encouraged toread the installation instructions on thegrout packaging to ensure a successful in-stallation.”

Metroflor’s groutable LVT offering,Aspire, is also a floating product, whichis a little unique, Rogg noted. He recom-mends the use of custom spacers thecompany has developed to complementthe product. “It makes installation a loteasier and faster, and results in consis-tently spaced grout lines throughout theproject.”

2. LVT grout never needs sealing, ac-cording to Jim Kups, technical managerfor Novalis. “It’s a more cost-effective in-stallation compared to other hard sur-faces. No additional underlayment isneeded, and there is no mixing of grout.”

The Novalis groutable LVT offeringis a 2.5mm product featuring a micro-beveled edge, which allows it to begroutable, noted Julie Foster, marketingand sales manager. “It also provides a 12mil wear layer with ceramic bead parti-cles to give it the look of real ceramictile.” Novalis groutable LVT is available in Continued on page 36

Part of the Adura collection, Avalon features a weathered wood look that draws inspiration from

the natural beauty of the seashore.

Always an innovator in flooring technology as well as trans-forming traditional flooring styles, Mohawk once againmeets consumer demand with groundbreaking products.

Luxury vinyl tile (LVT) from Mohawk is quickly emergingas another popular, luxurious option with functionality andstyle to spare. Who can blame consumers for falling in lovewith the stellar combination of appearance, durability, clean-ability and comfort that LVT provides? And as retailers arelearning just as quick, the ease of installation is a major,clinching LVT selling point.

Simplesse is Mo-hawk’s first-ever brandedLVT collection and fea-tures glueless installation,allowing retail partnersthe opportunity to take ad-vantage of the luxury vinylcategory’s growth and cap-ture sales. Mohawk’spatented Uniclic technol-ogy outpaces all otherglueless locking systemsin reliability and joint in-tegrity. Planks simply clickinto place with zero adhe-sives required for a fast,easy and worry-free installation that all busy homeownerscan appreciate. There are some useful Simplesse installa-tion tips for retailers to provide consumers during a sale:

1. A Simplesse LVT floor can be walked on immediatelyafter installation.

2. Retailers can’t “net-set” a Simplesse LVT floor.3. A Simplesse floor does need to acclimate since it’s a

floating floor and will take 48 hours to do so.4. Mohawk offers transitions, T-molds and reducers that

most companies do not.Now that everyone knows all about the incredibly easy

installation, what are other reasons LVT is making such asuccessful impact for retailers?

Mohawk LVT is as beautiful as it is durable, an outstand-ing choice for high-traffic areas thanks to its scratch and dentresistance. LVT also provides tremendous versatility thatconsumers cherish since it is virtually waterproof, and thatallows it to be installed anywhere, even in wet areas likekitchens and bathrooms.

Yet another great point to leverage with customers: Mo-hawk Simplesse LVT is made from 100% virgin vinyl and con-tains no recycled content. Many competitive brands haveLVT products that contain heavy metals, mercury and harm-ful chemicals.

A WORD FROM OUR SPONSOR: MOHAWK

A ‘Simplesse’ solutionfor high-traffic areas

Simplesse, Mohawk’s firstbranded LVT collection,

features glueless installation.


with this approach, it must also be communi-cated that the addition of grout is an aestheticimprovement to add realism to the installa-tion versus an LVT without grout. It’s very im-portant to emphasize this attribute to makethe groutable LVTs stand out from the non-groutable varieties.”

6. The second school of thought, henoted, would be to market, sell, position andpromote GT as a direct alternative to realstone or ceramic. “This allows you to promotevalue, speed of installation, warmth under-foot, ease of maintenance and all the virtuesof LVT—without the drawbacks of ceramic.”

John Geier, technical service manager,W.F. Taylor, also believes GT can be posi-tioned as a substitute for real stone and ce-ramic products. He thinks retailers shouldpromote the fact they’re warmer and softerunderfoot compared to ceramic tiles andstone, and dropping a heavy object ongroutable tile will not greatly affect the sur-face and body of the product.

GT can also mimic the look of ceramic tileand stone, he noted, highlighting color, sur-face texture and the rectified and roundededges of ceramic and stone. “The size ofgroutable tile will vary, but typically the mostpopular selling sizes are 12 x 12, 18 x 18 and24 x 24, and they’re much easier to transportcompared to ceramic and stone tiles.”

7. The cost of installation and subfloorprep for GT is 50% less compared to ceramicand stone, Geier said. “It isn’t as messy to in-stall and can be completed in a day, groutingincluded. Ceramic and stone can’t make the

‘one-day installation’ claim.”8. The grout used is water-soluble until it

dries, so it’s easy to remove, and cleanup is asnap during the installation process. “Short-

and long-term maintenance of groutable tilesis simple,” Geier said. “Using a pH neutral,hard surface cleaner is usually recom-mended.”

installation


Shaw's Resort Versailles groutable LVT comes in four configurations: 16 x 16, 8 x 8, 8 x 16 and 16 x 24.

A WORD FROM OUR SPONSOR: MP GLOBAL

LuxWalk is a new underlayment from MPGlobal Products that has been engineeredspecifically for floating or glue down luxuryvinyl flooring. Providing full subfloor cover-age, LuxWalk soothes impact sound and floor-to-ceiling noise and carries impressive IIC andSTC sound test ratings. It also adds just theright amount of cushioning under LVT and re-tards movement of flooring installed over it,helping minimize any abrasion of the under-side of the LVT and reducing impressions andindentations that can occur.

Made from a polyethylene film that incor-porates blended recycled polyester fiber (de-rived from soda bottles diverted from landfills)with hot-melt adhesive, LuxWalk, with 31%post-consumer recycled content, is LEED com-pliant and can contribute to MRc (Materialsand Resources credits) 4.1 - 4.2.

In the IIC test, designed to measure the im-pact sound transmission performance of afloor-ceiling assembly in a controlled labora-tory environment, 4.2mm luxury vinyl planksinstalled over LuxWalk and 6-inch concretewith suspended ceiling achieved an impressivesound rating of 72.

In the STC test, which measures the sound-insulating property of a partition element ex-pressed in terms of the sound transmissionloss, 4.2mm luxury vinyl planks over LuxWalkand 6-inch concrete with suspended ceilingachieved an outstanding rating of 66.

LuxWalk’s noteworthy sound test results—both appreciably higher than the ratings theInternational Building Code suggests—provide

undeniable documentation that can be sharedwith building inspectors who are evaluatingsound suppression, whether or not the LVTmanufacturer has independently tested forsound reduction.

At 25⁄1000-inch thickness, LuxWalk will notperceptibly raise the finished floor height yet issturdy enough to smooth minor imperfectionsin the subfloor. In addition, its heavy-duty de-sign improves the way LVT handles potentialharmful moisture. LuxWalk carries an excel-lent water vapor transmission rate of 273grams per 100 square inches per day.

When it comes to pairing new LVT for com-mercial and residential installations with anunderlayment, value-adding LuxWalk is a per-fect partner. It is available in 3' x 6'8" rolls foreasy installation.

LuxWalk will not perceptibly raise the finished floor heightyet is sturdy enough

to smooth minorimperfections

in the subfloor.

LuxWalk sound supressing underlayment for LVT

Metroflor’s groutable LVT offering, Aspire, canbe used with the company’s custom

spacers for consistently spaced grout lines.


Luxury vinyl flooring (LVF) is not only an incredible selling tool forthe retail sales associate, but it is also the perfect solution for

homeowners. It provides the best of both worlds—luxury and afford-ability—for customers. Plus, it is extremely durable for busy and activehomes. As proof, it stood the test of GrandCentral Station in New York City duringthe most heavily trafficked time of theyear, so it can definitely withstand thetraffic in customers’ homes.

LVF is a powerful product when a cus-tomer has fallen in love with a beautifulhandscraped hickory hardwood floor butmay be looking for something more afford-able. A retail sales associate can offer ap-pealing visuals and point out the realisticlook of handscraped wood in LVF as well.

Also, with LVF spills and messes arenot a problem, unlike hardwood floors. The

products are water, mildew and stain resistant; liquid spills simply stayon the surface and can be wiped away easily. If a customer is looking fora product that will truly pass the test of messes and spills, LVF providesthat solution. The ease of maintenance and cleaning for LVF make it avaluable product for customers who lead a busy life.

Finally, a customer who purchases LVF can choose the installationmethod that best fits her needs, whether it is glue down, click or loose

lay. This range of options allows the consumerto start enjoying her new floor sooner. Also,because of the way it’s installed, LVF is softerunderfoot, which means it can offer a bit ofquiet serenity to busy homeowners.

A customer can truly have it all withLVF: beauty, durability and ease of mainte-nance. It’s a great solution for customerswho want all the luxury of a wood, ceramictile or stone floor. With LVF, retail sales as-sociates can offer customers peace of mindwith this dynamic combination that willstand up to the tests of real life at a more af-fordable price.

BY NATALIE CADYDirector of hard surface marketing, Shaw Industries

lvt 101: selling

Floor covering dealers should tout LVF’s luxury, value

LVF provides luxury and affordability to homeownerswith active lifestyles, easily resisting stains and spills.

Guiding customers to a quality LVT brand that re-tailers can trust is critical. With so many brandsout there, knowing the differences betweenbrands is key. As such, EarthWerks dealers havecome to recognize its brand for more than threedecades of LVT pioneering experience in distinc-tive designs, diverse functionality, installation,unique service and dependable availability.

EarthWerks produces one of the industry’slargest collections of quality crafted proprietarydesigns—tried and true products as well asunique and trendsetting styles. Its designs are in-spired by nature with an attention to detail thatcaptures the essence of nature’s beauty. Sold inmore than 50 countries, EarthWerks seeks up-coming trends to provide products with innova-tive design and technology. This is a distinctcustomer advantage and difference dealers cansee.

The company’s factories employ productionmethods and technological advancements thatcontinuously meet the highest global standards.Executives and employees alike believe quality

products begin with better ingredients, and theyconfidently back all their offerings. In fact, thecompany has been in the LVT businesslonger than most of its warranties. Earth-Werks warranties directly reflect the vastperformance attributes of each product itcarries, allowing end users to choose thebrand with confidence.

EarthWerks LVT is supported by one ofthe best and largest distributor/dealernetworks in the country. More than 350SKUs are readily available. Dealers cantake comfort in knowing they can getwhat they need, when they need it.

Furthermore, proper installation isnecessary for long-lasting floors. That is whyEarthWerks has dedicated personnel to handletechnical needs who are just a phone call oremail away. Customer confidence reflects oneveryone involved—from distributor to dealer tocustomer.

EarthWerks offers a product portfolio with afull range of installation methods, including glue

down, loose lay, click, beveled edge andgrouted—something not every manufacturer canboast. The company continues to lead the mar-ket in innovative design, manufacturing excel-lence, dependable service and availability.Others offer LVT; EarthWerks is LVT.

A WORD FROM OUR SPONSOR: EARTHWERKS

EarthWerks hasbecome known as

a pioneer to itsdealers due to its

bold color and design options,

especially thoseincluded in its Cocktail collection,

shown here inBlue Lagoon.

A brand dealers can trust

Once a retailer has closed an LVT sale, it’simportant to properly advise the cus-

tomer on how to care for her new floor. Theright cleaning and maintenance means alower chance of the end user contacting thedealer from whom she purchased with com-plaints that could have been easily avoided.

For the first 24 hours, a newly installedLVT floor should remain untouched; clean-ing should be avoided for the first two days.A number of manufacturers suggest usingprotective mats on floors to help protectagainst dirt, grit and any substances that cancause wear or damage. Rubber- and latex-backed, along with coco-fiber mats should beavoided as they cause staining and discol-oration of the floor.

Regular cleaning for LVT is fairly basic.Loose debris should be removed with a softbroom/sweeper or dust mop. After that, adamp mop with a recommended cleaner isideal. Bleach, household cleaners or any otherdetergents should not be used on LVT. SomeLVT manufacturers make their own cleaningsolutions, an easy sell when closing the deal

rub with circular movementsover the whole area (should onlybe used in a well-ventilatedspace).

If a consumer is having LVTinstalled in a room with furni-ture, protective pads or cupsshould be applied to the legs/feet

of the pieces. This will help prevent any dent-ing, scratches and/or discoloration. Heavy fur-niture or appliances that will stay in place forlong periods of time should be equipped withflat, non-staining composition furniture cast-ers or cups of appropriate size. Swiveling cast-ers should be applied to any mobileappliances and furniture, and should be atleast 2 inches in diameter with non-staininghard rubber treads at least 3⁄4-inch wide.

Other tips:•Make sure curtains, blinds and drapes

are closed during periods of strong sunlight.Too much exposure to the sun can cause fad-ing or discoloration.

•Avoid wearing high heels—they cancause scratching, scuffing and dents.

•Be careful when using matches, lighters,etc., as high heat and flame will cause damage.

on a new floor.Spills should always be cleaned up imme-

diately to avoid any residue or spots and stains.A number of common products such as nailpolish, lipstick and permanent markers cancause discoloration, so any contact they havewith LVT should be addressed right away.

The following steps work best whencleaning spills that may potentially causedamage:

1. Wipe immediately with a paper towelor cloth.

2. Spots that have already dried might beremoved using a plastic scraper.

3. The area should then be washed with arecommended cleaning agent, diluted, usinga damp cloth or sponge.

4. More stubborn spots might be removedwith a nylon sponge.

5. Should the spot still remain, moisten acloth with clear, odorless mineral spirits and

cleaning and maintenance

Proper floor care is key


Some LVT manufacturers offer cleaning products, which can easily

be sold as add-ons.


Metroflor’s sole focus is on the LVT category. Since thecompany has been the industry’s LVT specialist for the last43 years, it is able to lead in a category that new players

are just beginningto comprehendon multiple levelsincluding speedto market, pric-ing, and designand technologi-cal innovation.

M e t r o f l o rhas been faithfulto innovationthroughout itshistory. One ofthe first LVTmanufacturers toembrace clicktechnology, thecompany has in-corporated Unifittechnology intoits Engage by

Metroflor brand, which is the fastest, most advanced in-stallation system in the category today. Engineered forspeed of installation, UniFit allows installers to positionthe planks together and then simply tap the end joint tolock the planks in place. Installation of click LVT has neverbeen easier or faster.

Between traditional glue down or floating options likegrip-strip, click or loose lay, Metroflor offers the completepackage in terms of installation options. Being specialistsin this category enables the company to deliver the broad-est array of LVT options across all installation platformsand price points.

Cutting-edge visuals, a vast assortment of sizes andthe option to grout some collections such as Aspire LVTalso allow Metroflor to offer aesthetic and practical solu-tions for any situation. Because it is singularly focused onone category, Metroflor believes it is important to offer itsdistributors and their customers the widest selection pos-sible across varying price points, performance capabilitiesand installation methodologies.

Metroflor products cover a wide spectrum from botha price and performance perspective. From its 2mmgauge, 6 mil entry-level products in dryback LVT plat-forms to higher-end floating products such as the EngageReserve Timber 20 mil collection, Metroflor offers optionsfor every desired price range.

Providing the correct product for a given environmentat good value is vital to customer satisfaction and loyalty.Metroflor can arm retailers with products that meet theneeds, tastes and lifestyles of any customer.

Years of experience in the category allowMetroflor to offer products for every price

range and lifestyle. Pictured here is Reserve Timber in Redding Oak.

A WORD FROM OUR SPONSOR: METROFLOR

Undivided attentionto the LVT category W hen a customer walks into a floor

covering store with a sustainableoption high on her list of priorities,LVT presents a number of benefits thatretailers and sales associates can tout.

More than 1 billion pounds of vinyl arerecycled annually. During the vinyl floor-ing manufacturing process, most of thescrap (pre-consumer material) is recycledfor use in the fin-ished product. Dueto widespread post-industrial recy-cling, more than99% of all manu-factured vinyl compound is recycled intofinished vinyl products. In addition, manyvinyl flooring manufacturers reclaim vinylfrom the field (post-consumer material)and recycle it back into their products orother vinyl commodities.

Dean Thompson, president of theResilient Floor Covering Institute(RFCI), noted the sustainability values ofvinyl, particularly its compliance withimportant standards within the industry.“Scientific studies from around the worldsupport the long-term human health andsafety advantages of vinyl products,” hesaid. “With the availability of NSF/ANSI332 Sustainability Standard for ResilientFlooring, we have brought more trans-parency to the sustainability process. Thestandard evaluates the entire life cycle,from raw materials to end-of-life man-agement. Certification to this compre-hensive sustainability standard providesspecifiers and purchasers with the high-est level of confidence and credibility.”

The RFCI website includes a “7 Rea-sons” page that highlights seven reasonswhy resilient floors, including LVT, are atop choice when deciding which flooringmaterial to install. When examining thesustainability reason, it is important tonote that vinyl helps reduce landfill wastebecause it does not have to be replaced asoften as other flooring materials, and it isrecyclable.

Certifications and benchmarksThe NSF/ANSI 332 Sustainability Stan-

dard for Resilient Flooring is an industry-wide measurement that provides ameans for consumers, purchasers andspecifiers to evaluate products’ sustain-ability. The standard follows a life cycleassessment (LCA) approach, helping todocument superior durability while driv-ing a stake in the ground for the sustain-ability of resilient flooring. The resilient

flooring industry isone of a few build-ing product cate-gories that havedeveloped such astandard. Certifi-

cation by a third-party, independent cer-tifier enables manufacturers of flooringproducts to demonstrate their commit-ment to sustainability. It promotesgreater use of sustainability practices inmanufacturing while also deliveringtransparency and clarity.

FloorScore certification was devel-oped by the RFCI with Scientific Certi-fication Systems (SCS) to test and certifyflooring products for compliancewith indoor air quality (IAQ) emissionrequirements adopted in California.FloorScore IAQ certification means thata flooring product is independently cer-tified by SCS to comply with the volatileorganic compound (VOC) emissions cri-teria of the California Section01350 Program; products with theFloorScore seal have been independ-ently certified. Any product that has metthese stringent standards is one that willcontribute to good indoor air quality. Ul-timately, FloorScore certification meanshealthier, cleaner air, creating a safer,friendlier living environment. The SCSwebsite has a Certified Green ProductsGuide, a directory that allows site visi-tors to search for SCS-certified products,allowing end users to feel confident intheir flooring choices.

Another tool for determining a prod-uct’s environmental impact is the Environ-mental Product Declaration (EPD). LVTfrom Amtico, Armstrong, Centiva, Con-goleum, Mannington, Metroflor and Tar-kett all have EPD transparency summaries

environmental

Sustainability top of mind


By its very nature, LVT has a strong environmental story behindit. It’s durable and long lasting, meaning it needs to be replaced

less often. It’s easy to clean and doesn’t require harsh chemicals tostay visually appealing. Plus, many options do not require glue forinstallation and they are often 100% recyclable. Depending on themanufacturer, LVT can be very efficiently made, using little in theway of natural resources or energy, especially when compared toother types of flooring.

Consumers are becoming increasingly aware of third party test-ing and certifications to ensure environmental claims are not merely“green wash.” Responsible manufacturers, regardless of industry orcategory, will do this voluntarily and as a corporate desire to do what’sright in designing and creating products of impeccable quality. Onthe international stage, the benchmark is to become transparent re-garding product components and origination with tools like environ-mental product declarations (EPDs), health product declarations(HPDs) and Declare labeling. Manufacturers that spend the time andmoney to earn these designations are investing in the reputationsand profitability of retailers who carry their products.

The quality of indoor and outdoor environmental safety is of par-ticular importance to millennial shoppers as more Gen Y consumers

enter home improve-ment marketplace.Millennials are notonly the best educatedabout environmentalinitiatives, but they arealso starting familiesand raising their children with a green conscience.

Luxury vinyl flooring was practically made for millennials. Infact, one could argue that LVT is the flooring for the next generationand beyond, which may help explain its increasing popularity.

Besides looking for the best value in replacement flooring, thesenew flooring consumers don’t have to be convinced on the value ofpurchasing products that are responsibly made, packaged and in-stalled. And with many having young children and infants in thehome, they are especially keen on products that ensure a safe indoorenvironment.

LVT manufacturers are continuing to demonstrate that they willnot only imitate nature with their flooring designs, but will treat na-ture well with their manufacturing practices. It’s a win-win for every-one.

BY JULIE FOSTERMarketing manager, Novalis Innovative Flooring

lvt 101: environmental

Keeping it green with LVT Manufacturers aim to go green with third-partytesting and certifications.

available on the RFCI website that include infor-mation on global warming potential, ozone deple-tion potential, photochemical ozone creationpotential, acidification potential, eutrophicationpotential, depletion of abiotic resources (elements)and depletion of abiotic resources (fossil fuels), inaddition to material content, which reads muchlike a nutrition label on food.

PTDs, or Product Transparency Declara-tions, are becoming prevalent in the flooring in-dustry as well, as they allow for easyidentification and assessment of health informa-tion, heavy metals and VOC content. As perRFCI, with PTDs manufacturers can report theingredients included in products, focusing onavoiding materials that are recognized on the fol-lowing six lists:

•International Agency on the Research ofCancer Terminology (IARC) carcinogens andprobable and possible carcinogens;

•Known or reasonably anticipated carcino-

for manufacturersgen lists from the National Tox-icology Program Report on Car-cinogens;

•Primary requirements ofCalifornia Proposition 65 listings for substancesknown to cause cancer or reproductive toxic-ity;

•Persistent, bioaccumulative or toxic sub-stances on USEPA’s Toxic Release Inventory;

•Occupational Safety and Health Adminis-tration (OSHA) Carcinogen List, and

•REACH Substances of Very High Concern. In addition, manufacturers will identify

whether heavy metals are added as functionalingredients to products.

An ideal flooring choiceLVT is different from other vinyl products in thatit typically has much higher vinyl content for su-perior embossed-like surfaces and performance.

Based on its outstanding performance, cor-

rosion resistance, maintenance and replace-ment cost advantages, vinyl is the material ofchoice for interior and exterior building prod-ucts. Because of its durability, vinyl flooringdoes not have to be replaced as often as manyother types of flooring. This durability is a sig-nificant benefit for the environment because itconserves the energy and resources that wouldhave been expended to make replacementflooring.

A number of top LVT manufacturers havedeveloped high-style products with sustainabil-ity and environmental friendliness in mind. Forexample, Armstrong—an RFCI member com-pany—produces LVT that is eligible for variousLEED credits based on how they are manufac-tured and low emissions.

with creativity.”Shaw, which last year announced

plans to convert an existing facility inRinggold, Ga., into an LVT plant, ex-pects the move to further enhance itsproduct development, service andoverall customer satisfaction. How-ever, according to Clark Hodgkins, re-silient category manager, the companywill continue its relationships with ex-isting manufacturing partners to fillthe demand for LVT.

Influence of importsIncreased domestic production, par-ticularly for LVT, does not mean theend of imports. Rather, products fromoverseas are ex-pected to continueto hold a portionof the market.“With imports youget the good andthe bad,” Hinklesaid.

However, im-ports also inspireend users to choose products of lesserquality, mainly because of a focus onprice. The key is staying informed aboutthe type of product importers are reallymaking. “You tend to have a fair numberof suppliers that don’t really know whatthey’re doing,” Hinkle explained.“They’ve gotten into the category be-cause they hear about growth or becausetheir business is suffering. The productcoming over isn’t always what it’scracked up to be, and that can hurt thecategory.”

Train believes while domestic LVTproduction is, in fact, increasing in im-portance, there is still a need for im-ports. “There is a huge infrastructureavailable in Asia that makes it easier tomanage the supply chain of LVT,” heexplained. “There are good reasons forU.S. suppliers to build in the U.S.; itwill help with certain products for cer-tain customers, but they will still relyon many components to come fromoverseas.”

Rogg believes importers have ad-

vantages in terms of manufacturing ex-perience, flexibility and capacity. “Ourfactories have been manufacturing LVTfor decades, and during this time a cer-tain expertise and know-how has beendeveloped. We believe there is both anart and a science to the creation ofbeautiful, high-performing LVT, andthe most advanced manufacturing ca-pabilities reside throughout Asia.”

R&D developmentsInnovations in LVT installation con-tinue to be top of mind for most pro-ducers. With glue down maintainingpopularity in certain regions and ap-plications, a number of companies areseizing the opportunity to create fresh,time-saving installation methods,whether they be click or loose lay.

Beyond installation systems, en-hanced visuals re-main importantfor the resilientcategory acrossthe board, help-ing products be-come moreadvanced to ap-peal to a new,younger market,

and to move beyond limited applica-tions.

“Improved printing fidelity withimproved inks and ink systems allowfor sharper, clearer images,” said MikeSansone, senior vice president of salesat Congoleum.

Many executives are noticingprice pressure on lower- and upper-end LVT products—particularly in res-idential applications—as growthcontinues in the mid price points.

According to Hinkle, two thingsare happening with LVT pricing. Thefirst is with base-grade LVT. “Theredoesn’t seem to be a bottom to whichcertain suppliers won’t go. It’s makingit less attractive for all to participate inthat particular area.”

However, the second trend relatedto pricing is helping to “prop up” thecategory and, therefore, price: innova-tion. “Innovation is what’s continuingto drive relatively static prices [forproducts that aren’t base grade], par-ticularly innovation with installation.”

state of the industry



Successful selling involves not only extolling the proper-ties and attributes of the product, but more so address-

ing the needs of the buyer. Identification of the buyer’sneeds or wants is therefore the vital first, and often mostoverlooked, step in achieving the sale.

One type of buyer is often called an innovator. These peo-ple like top stay abreast of the latest idea or product and liketo be the first to have something new. A sale can often bemade by excitedly displaying the features of that product and,more importantly, making them feel they are indeed knowl-edgeable.

On the other end of the scale are the no-risk takers. Thesepeople are conservative, not trusting of new developmentsand want only what is tried and true. Show these buyers thehigher moving product lines in the store and say, “This is ourlargest selling floor!” This is often interpreted as a low-riskpurchase and fits their scenario very well.

The age of the potential customer is a very important fac-

tor. It is a generalization, but older buyers tend to be moreconservative and younger buyers are more willing to trysomething new. Target more traditional flooring to the olderbuyer and newer, eye-catching products to the younger set.But be careful; the preferences of consumers can often comeas a surprise, so remain flexible.

Then there is the price buyer. These people will strive tospend the least amount of money but will still expect to gainthe highest value. Dealers must educate them as to what truevalue actually is. A person who chooses a flooring adhesive bythe lowest cost per pail fails to realize the true cost is the costper square foot of coverage, not the cost per pail. Ask howlong she intends to keep this floor before replacing it. Sell onthe quality characteristics of the product and the fact that thefloor will not only look great for a long time but will wearwell, too.

BY GARY LIDDINGTONBusiness manager, manufactured brands, W.F. Taylor

lvt 101: selling

How to sell the threetypes of customers

W.F. Taylor markets a wide array of products for installing luxury vinyl tile and plank.

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