Naples, Fla.—Daltile and its nationwide dealer network raised $24,600 for the Floor Covering Industry Foundation.
The company launched the fundraising campaign during the Daltile Statements Dealer Conference here. The event took place Sept. 8-11 at The Ritz-Carlton Beach Resort.
Daltile Statements is a national dealer program with about 240 members across the country.
Charlie Dilks spoke at the event about FCIF’s mission and growing need for financial assistance. Dilks is chief product officer at CCA Global Partners and chair of the FCIF board.
By Aug. 31, FCIF had awarded 100% of its 2026 grant budget to qualified flooring families. Requests for assistance have continued. FCIF is relying on additional charitable support to help families facing medical crises.
Following Dilks’ remarks, Statements dealers contributed to FCIF. Daltile matched the donations generated through the campaign.
Together, Daltile and its Statements dealers raised $24,600. The funds will support flooring families facing difficult circumstances.
“I was amazed by the support of our Daltile dealers and their generosity in helping flooring families facing some of life’s most serious medical diagnoses,” said Patrick Warren, FCIF board member and vice president of sales, residential remodel, at Daltile. “Daltile is proud to support the important work of FCIF, and we are honored to match each of our dealers’ donations, bringing the total raised to $24,600. It is inspiring to see our dealer community come together to make a meaningful difference for families in our industry when they need it most.”
FCIF has provided direct financial assistance to flooring professionals since 1981. The nonprofit supports those facing catastrophic injuries, severe disabilities or life-threatening illnesses.
Roomvo’s mobile-friendly visualizer streamlines the process.
It’s no secret the floor covering industry has a longer sales cycle than other categories of home furnishings, often requiring more nurturing and additional steps along the customer journey. An important part of that process now includes AI tools to help make an earlier impact and hopefully reduce the time to close a deal. These tools have proven to be helpful in purchases involving multi-component flooring, including ceramic tile.
One of the AI tools doing exactly that is Roomvo, a room visualization platform utilized by more than 7,000 retailers and manufacturers worldwide in the flooring industry, with tile representing one of its fastest-growing categories. “Tile is a high-stakes purchase,” explained Brandon Shidlowski, vice president of sales. “In addition to the product, customers are deciding on grout color, layout patterns and finishes all at once, and it’s expensive to get wrong. Ultimately, hesitation is what kills the sale. Letting someone see the actual tile in their own space instills the confidence required to transact.”
To use the platform, consumers simply upload a photo online from their space, and the tool will generate the new space using the tile selected. Users can further customize the look by adjusting the grout color and width, the lighting and trying different layout patterns.
One of the strengths of Roomvo is that it is built on top of the actual product catalogs, Shidlowski said, so it generates accurate, true-to-life renderings. Attesting to the high-quality renderings is The Tile Shop. When using tools like Gemini, Copilot and ChatGPT, the retailer encountered several critical challenges, including inaccurate scaling, visual hallucinations in patterns and colors and slow processing times. “Roomvo is more consistent, dependable and extremely easy to use compared to every other tool we tried in the past,” said Shehan Ghanchi, senior director of marketing and merchandising at The Tile Shop.
Room visualization tools for ceramic tile have resulted in an increase in demand generation and conversions in the ceramic tile industry. Shidlowski points to the success stories of Roomvo’s customers. On the retailer side, The Tile Shop boosted conversions by 5.8x and more than 1.5 million product views in less than six months. As for the manufacturer side, he pointed out how Cerámica Italia’s sales increased over 40% after launching the visualizer tool.
Major manufacturers like MSI also emphasize the importance of using room visualization tools. “We see visualization as a valuable part of the customer journey, whether someone is beginning their research online or working with a retailer to narrow down selections,” said Sherita Spann, senior website manager at MSI. “With porcelain, one of the biggest benefits is giving consumers greater context. A sample can show color and texture, but a visualizer can help communicate how that selection may influence the feeling of an entire room.”
Some of MSI’s room visualization tools (powered by Roomvo) include the AI Inspire tool, where users can upload their image and see their space transformed, as well as a Multi-Surface Visualizer, with a dedicated Kitchen Visualizer and Bath Visualizer, giving shoppers an interactive way to explore its surfaces and see how different design choices can come together. MSI reported that consumers are seeking a personalized experience, citing that 80% of its users upload their own space to the visualizers instead of using the preset room scenes.
Spann describes how the visualizers play a role for two of its ceramic products. “Casa Duet offers a contemporary take on the classic checkerboard look. Its 24 x 24 pre-scored porcelain tiles create the appearance of smaller squares, so being able to visualize that pattern across a larger space can help consumers appreciate the full design effect,” she said. While the Murcia collection “brings together porcelain floor and wall tile with coordinating ceramic wall options, making it easy to create a cohesive design within one collection.”
Another ceramic tile company utilizing visualization technology is Daltile. The company uses the visualization platform, also powered by Roomvo, to allow customers to see their spaces with its products before making a selection. “For ceramic tile, this is especially valuable because customers are making a design decision that can be difficult to envision from a sample or product image alone,” said Paij Thorn-Brooks, vice president of marketing and showrooms.
One of the primary benefits of these tools is confidence. “By making it easier for customers to visualize the finished space, we can help reduce uncertainty and move them further along their purchase journey,” Thorn-Brooks said. “While we do not attribute a specific sales increase solely to visualization, these tools can help create a more informed and confident customer who is better prepared to take the next step with a dealer or designer.”
Digital tools are not intended to replace retailers or design professionals, but they can be an extension of the selling process. Retailers can work with customers to visualize ceramic tile options in the customer’s space to see what works best. “This can make the conversation more productive for both the retailer and customer,” she added. “Instead of simply asking, ‘Which tile do you like?’, the conversation becomes, ‘Which of these options works best in your home?’”
MSI ‘s AI Inspire visualization tool helps users create the right look.
Additional AI tools
Beyond room visualization technology, there are additional AI tools that can help retailers in the buyer journey. A natural next step for consumers is determining how much a flooring project might cost. To aid in this process, Modern Estimates offers MEasure, a photo-based preliminary estimating and lead-qualification platform for flooring retailers.
“This is especially valuable for ceramic and porcelain tile projects because customers often understand the cost of the tile itself but may not anticipate the full installed-project cost,” said Maksim Nazarchuk, founder and president, Modern Estimates. “Removal of the existing floor, preparation of the substrate, setting materials, grout, transitions and installation can all affect the overall budget. MEasure helps begin that pricing conversation before the retailer invests time in an in-home appointment.”
How does MEasure work? On the retailer’s website, customers will submit four photos of their space, their contact info and the flooring they are interested in. “The customer does not need to understand the flooring industry, calculate square footage or know how to measure the room,” Nazarchuk explained. Next, MEasure analyzes the information and produces preliminary pricing for labor and materials using rates established and controlled by the local retailer. The retailer receives the customer’s contact information, project photos, flooring interest, preliminary scope and expected price range.
Nazarchuk believes the simplicity of the customer experience makes it stand out from other products. “MEasure is not intended to replace salespeople, estimators, visualization platforms or final on-site measurements,” he reiterated. “It works earlier in the buying journey, helping retailers identify serious opportunities and giving their sales teams more information before contacting the customer or sending someone to the home.”
Looking forward
Digital tools and AI will continue to play a role in the future of tile flooring, “Consumers are no longer surprised by visualization—they demand it,” Roomvo’s Shidlowski said. “Today, the question a visualizer answers is, ‘What would this look like in my home?’” The next step is helping answer, ‘Which one is actually right for me?’ factoring in room, lighting, and how someone actually lives in the space.”
NTCA designed the events to help installers strengthen standards-based skills through hands-on training and instruction. Industry experts and NTCA trainers will lead the programs.
Regional training programs
NTCA’s daylong Regional Training programs give installers practical experience with tools, materials and installation techniques.
The training follows ANSI standards and methods outlined in the TCNA Handbook for Ceramic, Glass and Stone Tile Installation.
October programs will focus on two topics:
Interior Installation of Gauged Porcelain Tile Panels/Slabs (GPTP/S)
Substrate Preparation and Tile Industry Standards for Installation of Large-Format Tile (LFT)
NTCA limits each class to 20 participants to allow for individual instruction and hands-on practice. Registration requires a $50 fee, which NTCA returns after participants complete the class.
Free workshops offer additional training
NTCA will also host 22 free workshops in October. Each three-hour program combines classroom instruction, live demonstrations and small-group interaction.
The workshops also include catered networking time, prizes and giveaways.
Workshop topics include:
Tile Matters: Best Practices for the Pros
Failures, Could it be Me?
Tile Technology: Membranes
Tile Technology: Adhesives
Foundations of Wet Areas
NTCA designed the training primarily for contractors and installers. However, the programs are open to the entire tile industry.
Workshops marked with an AIA designation include content that qualifies for continuing education credit. Those components also serve architects, designers and specifiers.
NTCA encourages attendees to use its online calendar to find nearby programs and registration information. Space is limited for regional training programs and workshops.
Look-alike luxury planks, rigid core floors and laminate might be dominating the headlines today, but strong sales activity in the hardwood sector proves there’s still robust consumer demand for the genuine article. In this feature, retailers cite some of their top-selling hardwood lines this year.
AHF Products: Bruce Natural Choice
“The visuals, available in low gloss and high gloss levels, are great. It gives you the solid wood look despite its 5/16-inch thickness. Good value.”
Emmanuel Gaxiola ADVANCED WOOD FLOORS, San Antonio
Anderson Tuftex: Artisan Oak
“It’s more of an upscale, rustic look that’s being installed in some of the higher-end homes here in the Midwest. It reflects that vibe that people are looking for right now.”
Chris Willging THORNTON FLOORING, Rapid City, S.D.
Johnson Hardwood: Nordic Collection
I like the full breadth of the line. They offer premium red and white oak, 7.5 and 9.5 inches wide and longer, which is very popular in my area. It’s a good fit for any project, residential or commercial, regardless of budget.”
Mike Merabien FLOOR DEPOT, San Jose, Calif.
Hallmark: Avenue Collection
“The Avenue collection does very well in my store. It’s really suited for high-end homes that have an open floor plan concept.”
Anthony Samperi EXCEL FLOORING, Webster, N.Y.
Mirage: Bluum Collection
“Our customers love the new White Oak Smooth Bluum Collection, with Iris and Petunia emerging as standout colors. It’s what our customers are asking for today— warmer, softer, more natural tones that feel current while still having a timeless quality.”
Valerie Saccomanno PRESTIGE FLOORING & INTERIORS INC., White Plains, N.Y.
Mercier: LivUp
“It’s the only hardwood we have in our showroom where you can pick your species, size and color.”
Stephanie Schuler CARPET ONE, Grand Forks, N.D.
MSI: McCarran
“The stain on those European oak finishes is just amazing. We just worked with a contractor that finished a $1.5 million dollar home with the product. It’s taken off like a rocket.”
Dan Morin LAVALLEYS BUILDING SUPPLY, Dover, N.H.
Provenza: Affinity
“Our customers love it for its stunning range of colors and textures, which bring a warm and inviting feel to any room. Additionally, its durability and easy maintenance have made it a consistent favorite.”
David Chambers NEBRASKA FURNITURE MART, Omaha, Neb.
Tarkett Home: L’Artisan
“It comes in a very unique, 3-inch-wide-plank herringbone combo, which allows us to do a lot, design-wise, with our custom builders. Not your run-of-the-mill herringbone design.”
David France BREWERS CARPET ONE/FLOORING OPTIONS, Sarasota, Fla.
Paramount, Calif.—Lions Floor has partnered with Material Bank to expand its presence within the architecture and design community.
The partnership gives design professionals easier access to Lions Floor products. Architects and designers can discover products, review information and request samples through Material Bank.
The move also supports Lions Floor’s investment in resources for the specification process. The company aims to make product sourcing easier for design professionals.
“Material Bank gives us an opportunity to introduce Lions Floor to an even broader community of architects and designers at the point where material decisions are being made,” said Randy McKellar, vice president of marketing at Lions Floor. “We have continued to expand our product portfolio with a strong emphasis on design, performance and value and this partnership makes it easier for design professionals to experience our products firsthand and consider Lions Floor for their upcoming projects.”
Expanding product access
Material Bank provides a centralized platform where design professionals can search and compare materials from hundreds of brands.
Users can organize product selections by project and request physical samples. The platform also connects Lions Floor with activity tied to potential projects.
That connection allows the company’s sales team to provide additional product information and specification support when needed.
The collections combine wood-inspired visuals with performance-focused construction and a broad selection of styles.
“Getting the right product into the hands of a designer quickly can make a significant difference during the specification process,” McKellar added. “Material Bank strengthens that connection while giving us another way to support the design community and ultimately our retail, commercial and distribution partners.”
The partnership also supports Lions Floor’s broader effort to build awareness within the A&D community. It gives professionals more tools to evaluate and specify the company’s products.
Material Bank serves architects, designers and other design professionals through its material search and sampling platform. It features products from hundreds of brands.
From adhesives with built-in moisture protection to sheet membranes, liquid-applied systems and epoxy systems, more moisture control products are on the market today than in our industry’s history. Yet, moisture-related flooring failures persist, causing us to examine where the real risk lies.
Moisture issues rarely trace back to the control product itself. More often, they result from installer errors or shortcuts that go undetected until weeks or months after the job is finished and the warping, peeling and buckling begin. Successful moisture control includes testing the slab, matching the moisture-control system to conditions and correctly executing the installation. When any step is compromised, even the most sophisticated moisture-control product does not guarantee success.
Here’s a closer look at why:
Rushing or skipping slab testing. The abundance and effectiveness of moisture control products have given some contractors the false confidence that they can eliminate moisture testing without consequence. But before any product is applied, the slab must be tested to ASTM F710 and F2170 standards.
Choosing the wrong solution. Selecting an appropriate moisture-control system starts with understanding what the product is designed to do. Self-leveling underlayments (SLUs), for example, are valuable tools for correcting surface irregularities and creating a smooth, flat substrate. But they are not moisture-mitigation products. An inexperienced or undertrained installer may assume that because an SLU creates a continuous layer over the slab, it also provides moisture protection. It does not. In a typical installation, the SLU is applied after the moisture-mitigation system.
The same mistake can occur when contractors choose a moisture-control solution based on speed and cost. For instance, an adhesive with built-in moisture protection may appear to be a quick, inexpensive choice because it does not add steps to the installation process. However, moisture-resistant adhesives do not stop vapor transmission. They are formulated to tolerate higher moisture conditions without breaking down and losing their adhesive properties; they are not vapor barriers.
Faulty execution. Even when the right moisture-control system is selected, improper installation can undermine performance. For example, a liquid-applied system may be easily rolled, brushed or squeegeed onto the slab, but thickness is critical, and insufficient film is a common failure point. Epoxy systems, which provide a higher level of moisture protection, are even more demanding. A contractor can select the right product based on accurate moisture testing and still experience a failure if the installation crew does not understand the system’s preparation, application or coverage requirements.
Complexity is not a reason to compromise. More involved moisture solutions increase project costs, extend timelines and require broader skill sets, but that doesn’t make them the wrong choice. The objective is to select the system the slab requires and ensure the crew is properly trained to install it correctly. There are no shortcuts to successful moisture control.
David Gross is executive director of INSTALL, the leading organization for floor covering installation training and certification in North America. Prior to this role, he was a full-time instructor for the Eastern Atlantic States Carpenter’s Apprenticeship Training Fund, where he achieved Level III Advanced Instructor Certification. Gross holds a bachelor’s degree in economics, an MBA and is a BCSP Certified Safety Professional with more than 30 years of hands-on flooring installation experience.
Unilin Technologies designed ClickControl to automate quality control and improve profiling operations. The technology aims to increase accuracy, efficiency and safety during quality assurance.
ClickControl automatically measures the precision of milled click profiles on floorboards. The system then verifies those measurements to help manufacturers maintain consistent product quality.
“Quality is at the heart of Gerflor’s strategy and ClickControl is a great example of how advanced technologies can support that ambition,” said Olivier Ceysson, R&D innovation and strategy director at Gerflor. “By integrating this solution into our production process, we can further enhance our quality assurance capabilities and ensure even greater consistency across our flooring products.”
Automated quality control
ClickControl measures flooring profiles without damaging the floorboard. Traditional quality control methods can require manufacturers to cut samples for inspection.
The technology also provides operators with feedback on milling-line adjustments. That information can help manufacturers optimize profiling settings during production.
“We are delighted to welcome Gerflor as a ClickControl licensee,” said Floris Koopmans, president of Unilin Technologies. “Gerflor’s decision to adopt our technology demonstrates the value that intelligent quality control brings to modern flooring manufacturing. We look forward to supporting their teams in achieving even greater levels of precision, efficiency and consistency in production.”
Naples, Fla.—Daltile and its nationwide dealer network raised $24,600 for the Floor Covering Industry Foundation.
Flowood, Miss.—The National Tile Contractors Association will host eight regional training programs and 
Anderson Tuftex
Hallmark
Mirage
Mercier
MSI
Tarkett Home
Paramount, Calif.—
Wielsbeke, Belgium—Gerflor signed a licensing agreement to use