Accessories: Multifaceted underlayments abound

Beyond the obvious benefits of comfort underfoot and noise reduction, today’s underlayments and cushion products provide a host of essential benefits: moisture barrier protection, thermal insulation and help with subfloor imperfections by providing a smooth and even surface for the flooring material to be installed.

This year’s winter markets showcased a multitude of companies offering the latest in underlayment and cushion products that provide key benefits.

Here are some examples of the latest underlayments:

TotalWorx

TotalWorx Accessories Pet Perfect underlayment is a flooring solution designed for ease and protection. Its folding panels with a new lip and tape feature ensure easier installation, lying flat and staying flat. Crafted from fine-celled extruded polystyrene foam, it offers superior thermal and sound insulation while correcting minor subfloor imperfections.

Foam Products

Foam Products’ Infinity Acoustical Vapor Barrier enhances attached-back floors with a firm, cushioned feel and superior acoustics while accelerating installation. By creating a more level subfloor, it actively improves flooring joint performance and remains fully warranted, transforming minimalist 1mm attached-backed floors to a completely superior experience.

Ecore

Good acoustical design isn’t what you hear, it’s what you don’t hear. To that end, Ecore introduced QT Sound underlayments—recycled rubber impact insulation—that impact sound control without interrupting the beauty of natural wood or the elegance of LVT and tile. Impact sound doesn’t just travel down, either—it travels sideways, up and through every rigid connection. But QT is engineered to stop sound before it enters the structure.

LSI Flooring

LSI Flooring’s Unsquashable high-density polyurethane carpet padding is engineered to deliver exceptional comfort, durability and sound reduction. Its newest residential underlayment, Step Above, is a 7/16-inch premium pad achieving an 87 IIC impact sound rating. The Unsquashable line features high-density memory foam, antimicrobial protection and breathable waterproof construction.

Sika

The Sika AcouBond System incorporates direct bond technology with acoustic performance. Consisting of SikaLayer-03, a 3mm-thick proprietary foam mat and SikaBond-T53, a unique permanently elastic, sound-dampening adhesive, the Sika AcouBond System is used to bond wood flooring over plywood, concrete and other common subfloors. When combined, these solutions meet or exceed all IIC and STC building code requirements for sound control.

Vinyl Trends

Eternity SG is zero VOC underlayment engineered to dampen sound and protect flooring from mold, mildew and moisture. It will also support the floor’s click system as the floor flexes and moves.

Its patented Seal Guard (SG) lip and tape system creates a strong vapor barrier seam.

Maxxon

With the rise in demand for the look of concrete flooring, VersaTop EZ was engineered for ease and efficiency. Its specially designed, pre-sanded formula eliminates the need for heavy machinery and traditional polishing methods—cutting labor hours without compromising results. With compressive strengths of 5,000–7,000 psi and fast foot traffic in just two to four hours, VersaTop EZ delivers the polished concrete aesthetic clients demand, minus the complexity.

MP Global

QuietWalk LV is designed specifically for all vinyl planks but can also be used with laminate and hardwood. It measures 1.4mm-thick and is made from dense recycled materials. The attached vapor barrier offers full moisture protection beneath while protecting the overlying floor. It also provides sound dampening.

Palziv

Palziv’s HQ Living unveiled LayerX, designed for most hard surface floors. Featuring a built-in, 6-mil moisture barrier, it eliminates the need for separate moisture protection. Embossed air channels promote airflow to help manage moisture, while the integrated peel-and-stick tape system simplifies installation and speeds up projects.

Future Foam

My Name is Best is engineered with 8.5-pound density, memory foam and a SpillSafe moisture barrier. The domestically made cushion is built to last a lifetime, with no recycled fillers. From studio-grade soundproofing to Pet Solutions odor defense, My Name is Best is positioned as the “silent guardian” of a homeowner’s investment

Performance Accessories

Gold is a 2mm fan fold underlayment inspired by the success of Platinum 3mm. “Installers have praised Platinum’s stability, easy handling and fan-fold convenience, but many needed a more cost effective solution without reverting to rolled underlayments,” said Karl Danzer, director, product management, Mohawk. “Gold keeps the same installer preferred format at a value price point, offering a strong balance of performance and affordability while Platinum continues as the premium choice for enhanced sound and comfort.”

Leggett & Platt

Leggett & Platt offers a diverse selection of products aimed at reducing in-room noise as well as minimizing sound transfer to the floors below, ensuring peace and tranquility throughout the household.

Make-A-Wish Strength, for example, is a synthetic rubber crack isolation membrane that provides superior acoustical performance for all types of hard surface flooring.

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NTCA names 2026 award honorees ahead of Coverings

Dan Lambert (left), Luigi Di Geso (right).

Las Vegas—The National Tile Contractors Association (NTCA) announced two industry award honorees ahead of Coverings 2026. Honorees will be recognized at the 2026 NTCA Awards Ceremony, which will take place April 1 at 5:30 p.m. at the Las Vegas Convention Center in Room N246. The ceremony is held in partnership with the Tile Council of North America (TCNA) and is open to all attendees.

“These awards recognize individuals whose leadership, service and passion have made a lasting impact on the tile industry,” said Bart Bettiga, executive director of NTCA. “We look forward to celebrating with industry friends and partners from across North America.”

Joe Tarver – Lifetime Achievement Award

The NTCA will present the Joe Tarver Lifetime Achievement Award to Luigi Di Geso, president and CEO of Mapei North America.

Di Geso has spent decades with Mapei and previously served as general manager of Mapei Inc. in Canada from 2004 to 2009. He later became president and CEO of Mapei North America.

Under his leadership, the company expanded from three product lines to 19. Its footprint also grew from 12 to 25 facilities across North America and the Caribbean. Revenue increased from $260 million to more than $1 billion.

Di Geso has also championed innovation and environmental responsibility. He has supported the development of eco-friendly solutions and contributed to industry progress through partnerships with organizations including the Greater Miami Chamber of Commerce, Italy-America Chamber of Commerce Southeast, TCNA, the Italian Chamber of Commerce in Canada and the Italian-Canadian Community Foundation.

NTCA Tile – Person of the Year Award

The NTCA will also honor Dan Lambert as the 2026 Tile Person of the Year. Lambert is co-owner of Lambert Tile and Stone in Eagle, Colo., alongside his wife and business partner, Elizabeth. He entered the tile industry through masonry and stone work in Colorado.

He later built a successful contracting business focused on craftsmanship and quality. Lambert Tile and Stone is a Five-Star Accredited Contracting company known for high-end residential tile installation. The company has received multiple NTCA awards and national recognition.

Lambert has also served the industry through volunteer leadership. He completed two terms on the NTCA Regional Board of Directors for Region 10 and currently serves as an NTCA ambassador. He has contributed more than 13 years to the NTCA Technical Committee and received the NTCA Technical Committee Impact Award.

“Both Luigi and Dan represent the very best of our industry—visionary leadership, technical excellence and a deep commitment to supporting tile professionals,” Bettiga said. “We are proud to recognize their lasting contributions.”

All Coverings attendees are invited to attend the ceremony.

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NFA kicks off spring meeting in Tahoe

Tahoe—FCNews is here as dozens of the top flooring retailers in North America gathered for the National Floorcovering’s Alliance (NFA) spring meeting, where members and their supplier partners take part in three days of business and pleasure. The ultimate goal is to build camaraderie and develop programs that continue to position NFA members ahead of their competition.

Stay tuned for more on the event.

On the scene:

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Florim USA advances sustainability with B Corp certification

Clarksville, Tenn.—In October 2025, Florim USA achieved B Corp certification. This places Florim USA among a global network of businesses committed to strict social and environmental standards.

The certification reflects the company’s focus on transparency, accountability and measurable impact. It also reinforces the company’s leadership position in tile manufacturing.

Florim USA has also renewed its Environmental Product Declarations, first earned in 2015 and its Health Product Declarations, first earned in 2017. EPDs provide verified data on environmental impact across a product’s lifecycle. HPDs disclose ingredient health impacts, helping architects, designers and builders make informed decisions.

The company’s products also carry Declare Red List Free certification. This means they contain no hazardous chemicals as defined by the Living Building Challenge. Florim USA is the only U.S. porcelain tile manufacturer to hold both this certification and B Corp status.

Additional certifications include Green Squared and GREENGUARD Gold. These reflect a continued focus on responsible manufacturing and low-emission products.

Florim USA was also the first U.S. porcelain tile manufacturer to launch a carbon neutral collection. Plaster 2.0 debuted in 2022. The company now offers nine carbon neutral collections.

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How mills differentiate fiber brands

It’s been said by carpet mills that consumers are agnostic when it comes to fibers, that all that matters is the carpet’s look and feel, and not whether the product is constructed of solution-dyed polyester or wool.

That said, mills still often use their fiber brands as a point of differentiation from other mills by focusing on proprietary technologies or must-have benefits that appeal to a wide audience.

Here are some examples:

Couristan

Couristan polypropylene originated in 2003 when Couristan introduced outdoor/indoor area rugs to the market. Over the years this fiber helped Couristan develop its Creations outdoor/indoor series of carpets. It then found its way into the Creations product line of quality residential carpets. Due to its manufacturing, Courtron is a synthetic fiber that resists wear and permanent stains and is resistant to fading and deterioration from chemicals. Today, Couristan blends this fiber with polyester and offers a series of products with Courtron polypropylene/polyester blends.

The Dixie Group

The Dixie Group uses a multitude of fibers to differentiate its products. EnVisionSD Pet Solutions is crafted with advanced solution-dyed nylon fiber that locks color and performance into every strand. The protection in EnVisionSD is built directly into the fiber itself, providing lasting performance. Masland’s Pedigree (seen here), with 20 color options, is an example of the performance and style found in EnVisionSD Pet Solutions.

EnVision Nylon was developed as TDG’s proprietary nylon fiber platform used in Masland, Fabrica and DH Floors brands. A major differentiator is color flexibility. Because many EnVision products use piece-dyed nylon, they allow longer color lines, more nuanced tones and greater customization for designers and retailers.

Kaleen

Kaleen is a family of brands, each built to serve a distinct niche in the market. Across four of its five brands, premium wools and wool blends are central, with the differentiation coming from the construction, finish and coloration approach and the level of performance required for the space—whether that’s tailored and refined, richly textured or built for demanding everyday environments.

For example, Luxe by Kaleen (seen here) is a hand-knotted rug and broadloom division defined by luxury performance. The Pure Life brand is all natural, noted for its organic dyes, natural fibers, all-natural latex and backing.

Engineered Floors

Engineered Floors’ proprietary solution-dyed processes ensure that performance and aesthetics aren’t just “add-ons”—they are built into the DNA of the carpet. Here are examples of differentiation:

PureColor: While traditional piece-dyed carpets have color only on the surface, PureColor is colored throughout the fiber. Because the pigment is melted and mixed directly into the molten polymer, the color is an immutable part of the carpet’s DNA.

PureColor featuring TwistX: This takes the company’s solution-dyed technology and adds a layer of mechanical engineering through a proprietary 3-ply twisting process.

PureColor High-Def EFS: Designed for the “luxury seeker,” this delivers the performance of PureColor with the visual depth of a high-end natural material.

Mohawk

Mohawk differentiates SmartStrand through a proprietary fiber system engineered for exceptional softness, long-lasting durability and built-in stain resistance. SmartStrand is made in part from renewable plant-based ingredients. It connects with environmentally conscious consumers.

Karastan Black Label offers a sophisticated lineup of carpets crafted from luxury materials—including tufted wool, woven wool and tailored loops—designed for shoppers who prioritize high-end aesthetics and timeless elegance.

Nourison

Typically, fiber brands are associated with synthetic styles, while Nourison focuses primarily on natural fibers. “Because of that, we use branded natural fibers that elevate the quality of our products,” said Don Karlin, director of broadloom sales. “Wool is a great example. The finest wool for residential carpets is sourced from New Zealand, and we highlight ‘New Zealand Wool’ on styles that use it.”

A case in point is the J Mish style Matrix.

Shaw

Shaw’s differentiator is its focus on performance-driven fiber systems, rather than a single type, designed around consumer lifestyles. Its proprietary ANSO High Performance fibers combine solution-dyed technology, advanced yarn engineering and built-in stain and soil protection to deliver durability, cleanability and lasting beauty.

A case in point is Refined Beauty, a luxurious cut pile carpet that draws inspiration from nature’s calming palette. Layered, earthy neutrals create a multidimensional texture that feels natural and grounded.

Stanton Design

Stanton Design differentiates its fiber brands by pairing performance-driven yarn systems with lifestyle-focused design. Rather than focusing solely on fiber type, it develops collections that combine durability, softness and visual sophistication to meet the needs of today’s homes.

Stanton Design’s L.I.O.N. luxury indoor/outdoor nylon fiber exemplifies strength and resilience, with a refined hand suited for high-traffic environments. Its POP! line brings vibrant color and modern texture to interior spaces.

Tarkett Home

Tarkett Home continues to expand its carpet portfolio with new collections in solution-dyed nylon that offer a balance of durability, comfort and softness. PAWSH SD nylon, for example, was designed to bring pet-friendly durability and on-trend style together.

Available in cut piles, metallic cut piles and patterned goods, PAWSH also offers Stainmaster protection and extended warranties. Homeowners no longer have to worry about the realities of sharing their home with pets.

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The tale of two movers—a lesson for retailers

My wife and I are saying goodbye to our current residence and moving across town. I’m excited about the new place, but I detest moving. I hate boxing, hauling stuff, unboxing, organizing—the whole thing. So I’m hiring a moving company to handle it all.

I asked around for referrals for a moving company. I was given several names, so I booked estimates with two of them. The first guy showed up, walked through my home, took notes, asked one or two basic questions, gave me an estimate, then left. A couple days later the guy from the other company showed up. Same routine.

How did I make my decision? On price! I went with the cheaper company because neither salesperson did anything whatsoever to demonstrate why I should choose them over everyone else.

Moving, like flooring, is a commodity. Marketing guru Dan Kennedy says if you’re in a commodity business, get out. He didn’t mean leave your industry. He meant quit selling as though you’re a commodity. Create differentiation. Make yourself a category of one. Position yourself as the only and obvious choice.

Here’s what either of these movers could have done to make this happen.

First, while I was on the phone, the person scheduling the appointment would have said, “The next step is to schedule your ‘perfect move consultation.’ Our moving expert will ask you questions about your goals for your move, if you’ll need help boxing or unboxing and any special concerns you might have. He’ll then inspect all the areas of your home so he can understand the scope of the project. Then he’ll give you a guaranteed, no surprise quote—not an estimate—so you’ll know exactly what the cost will be. He’ll also explain our ‘Thrilled Mover Triple Guarantee.’”

This would pre-frame the entire interaction, positioning the company early-on as being different.

After the salesperson arrived, he would ask me a series of questions and write down my answers. He would include questions about the date of my move, if I needed it completed in a single day, if there were valuables I was especially concerned with and whether I had pets or an aquarium. He would ask if I had ever used a professional moving company before, and what I liked and disliked about the experience.

He would then explain their process. How all furniture would be wrapped to prevent damage and that all the boxes would be clearly marked by room so they could be placed in the correct space at the new place. How they used special wrapping to protect delicate items. Then he would explain their triple guarantee: timeliness, professionalism and safe delivery.

I would have definitely hired the company that took me through a process like this, even if they were more expensive. Price wouldn’t matter.

Your prospective customers feel the same. Most dealers show up, measure, give a number then leave. Don’t be like most dealers. By implementing a process like the one I described you would make yourself the obvious choice, take price out of the equation, close more sales and get more referrals. All without spending a dime on marketing.

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Speaking & Webinars. Jim is a sought-after speaker and founder of Flooring Success Systems. He delivers powerful live and virtual presentations that help floor dealers grow sales, improve margins, and strengthen their businesses. His team also offers a complete turnkey webinar package—handling hosting, promotions, and full execution. To inquire about booking Jim or setting up a custom event, contact Support@FlooringSuccessSystems.com.

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Tuesday Tips: Keep it simple

Dalton—The World Floor Covering Association (WFCA) released a new “Tuesday Tips” this week. In the series, WFCA experts present short video tips for improving customer service and optimizing staff performance. In the end, it’s all about understanding the importance of doing 100 things just 1% better than your competition.

In this week’s Tuesday Tips, Tom Jennings shares a simple reminder: don’t overcomplicate your message. Most people tune out when things feel too complex, so keep your communication clear and easy to understand. Check out the latest tip.

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