Prospects looking good for R&J Flooring Supply

R&J Flooring Supply reported brisk activity at its booth at NWFA earlier this year—a clear sign of growing interest in the brand.

Orlando, Fla.—R&J Flooring Supply followed up on its strong NWFA 2025 debut in Charlotte last year with an equally impressive showing at the 2026 expo here earlier this year.

“It was really a great show for us,” said Bill Schollmeyer, vice president of sales. “We had a lot of dealers—not just contractors—stop by the booth. There were a lot of meaningful conversations.”

Despite a relatively short time operating in the U.S. market (but more than eight years globally), R&J Flooring Supply has built brand awareness while establishing itself as a reliable source of imported hardwood flooring.

“We’ve really grown as a company,” Schollmeyer told FCNews. “We’re committed to strictly selling hardwood floors—which is a nice lane to be in. More importantly, we have the full support from the family-owned mill overseas.”

That makes a world of difference when you’re a company like R&J Flooring Supply, which is structured to service dealers on a direct basis.

“I come from a distribution background, so I respect distributors and what they do,” Schollmeyer said. “But we entered the market at a time when there’s not really a lot of room in a crowded distributor space for a company like ourselves. So we decided to go direct to the dealer. We’re offering very reasonable prices on great products, but we’re also offering service and inventory and molding and samples and operational support.”

“Again, no disrespect to distributors, but they’ve got a lot of lines to deal with. Coming in at this point in the game it’s hard to carve out your own space. We’re able to offer all those things that sometimes can get lost with a big distributor.”

For example, R&J Flooring Supply is able to leverage its sprawling warehousing capabilities to service its customers. The company currently stocks more than $10 million worth of inventory via two company-owned and staffed warehouses in Sutton, Mass., and Franklin, N.J.

“Between both of them, we ship pretty much all up and down the East Coast through the Midwest,” Schollmeyer said. “They’re staffed by our people to ensure customers get really good service. We also offer flexibility when customers need to make pick-ups. Having our own people in the warehouse makes a huge difference.”

Embracing technology

Beyond providing the core requirements of a “defacto-distributor,” R&J Flooring Supply is also leveraging technology to its advantage.

For instance, the company is in the process of onboarding Lightbeans—a digital sampling program—to assist customers and potential buyers in selecting products and materials. According to Schollmeyer, the program should be up and running within 60 days.

“It’s a high-tech program that’s expensive to get into, but it’s worth the investment,” he said. “It’s really geared more toward the commercial community.”

Over the past year R&J Flooring Supply has also enhanced its website to feature a room visualizer powered by Roomvo.

But it doesn’t end there.

“We’ve really stepped it up in terms of our social media presence,” Schollmeyer said.

R&J Flooring is also expanding its brand and presence across traditional channels. Earlier this year the company signed on to become a core supplier to Alliance Flooring, making its first appearance at the group’s recent convention in San Antonio.

“That marks our first entry into a buying group, and it’s been really favorable,” Schollmeyer said. “It helps build our presence, and it gives them a good value line from a supplier that’s easy to do business with.”

Of course, it can only help retailer partners when you offer an expansive yet relevant assortment of products.

Standouts include the company’s signature Denali line of premium engineered hardwood, named after the Denali Mountains in Alaska and the preserve that bears its name. Planks in the Denali line feature widths up to 9.5 inches and thicknesses up to ¾ inch with a wear layer up to 6mm.

Another product highlight is the Eterna collection, which features clean grades in soft, warm hues. The line covers today’s popular hardwood trends, including an ebony-toned product called Epoch, which features a custom cerused treatment.

“Our breadth of products is pretty broad,” Schollmeyer said. “It goes from a half-inch thick, white oak floor with a 2mm wear layer at the entry level, all the way up to a ¾-inch-thick line with a 6mm wear layer. We also launched a completely unfinished engineered line—there aren’t many mills supplying that. And we’re pretty close to launching a rift-sawn line that’ll be out in a few months. So a lot of great products coming out that are different than just your basic hardwood flooring products.”

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When ‘working harder’ stops working for you

(Part 1 in a series) I worked with a dealer who runs a large flooring business on the East Coast, and his story is one I’ve watched play out dozens of times in this industry. You may recognize a little of yourself in it.

He started from scratch. No family money, no handed-down customer list—just a guy who knew flooring and was willing to outwork everybody. And it worked. He built that business past $5 million in annual revenue. By any measure, that’s a real accomplishment.

But here’s the part that matters for you. He built it almost entirely on one thing: his own two hands and his own long hours. As the business grew, his answer to every new demand was the same: work more. Come in earlier. Stay later. Take it home on the weekend. By the time he and I started working together, he was putting in 70-plus hours a week and had hit a wall.

Here’s the irony of it all: The very thing that grew his business to $5 million was now the thing keeping it from growing past $5 million. He had become the ceiling.

Think about it: When the owner is the marketing department, the sales manager, the problem-solver and the final word on every decision, the business can only get as big as one exhausted human being can carry. Every new customer, every new employee, every new headache flows back to one desk. Eventually, that desk is full. There are no more hours in the week to give.

And when an owner hits that wall, it doesn’t just stall growth—it starts breaking things:

• Profit and cash-flow problems that nobody had time to dig into
• Marketing dollars going out the door with no one really watching what came back
• Good leads slipping through the cracks
• A close rate stuck well below where it should have been

If any of this is hitting close to home, you need to hear this: you will not break through your ceiling by working more hours. You’ve already proven you can outwork almost anyone. That’s how you got here. But effort got you to the ceiling; it cannot get you through it.

What gets you through is a shift from being the business to leading the business. It means building systems that run without you standing over them, and then putting real leadership over the parts of your company that have been running on autopilot. This starts, in most cases, with your marketing.

That’s often emotionally difficult for a hands-on owner. When this dealer began to let go, I asked him how it felt.

“Weird,” he told me. “Like I’m losing control.”

When you’ve succeeded by doing it all, handing things off feels exactly like that: losing control. But the dealers who break past their ceiling all make the same move. They stop being the hardest worker in the building and start being the leader of it.

In the next installment, I’ll discuss the specific steps I took with this particular dealer to achieve the main objectives.

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Marketing leadership. Jim Augustus Armstrong is the founder of Armstrong Marketing Systems, providing fractional CMO leadership to flooring and home service companies. He takes ownership of his clients’ marketing — building the strategy, installing the systems and managing the KPIs that drive predictable, profitable growth. Reach him at connect@ armstrongmarketingsystems.com or visit ArmstrongMarketingSystems.com.

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FCEF training prepares educators for success

As the Floor Covering Education Foundation (FCEF) prepares for its Annual Instructor Training Clinic in Dalton, we are once again reminded of the critical role educators play in shaping the future success of the floor covering industry. This year’s clinic will bring instructors from across the country together to strengthen their knowledge, refine their skills and expand their professional networks.

We are especially grateful to Shaw Industries for graciously opening Plant 1 and providing access to an acclimated training lab where instructors can participate in hands-on learning in a professional environment. This unique opportunity allows educators to gain valuable experience while ensuring they are equipped with the latest installation techniques, industry standards and instructional best practices needed to train students nationwide.

Leading this year’s clinic are three of the industry’s most respected trainers and educators: Roy Lewis, Roy Allen Lewis and John Steier. Their extensive experience, technical expertise and commitment to workforce development make them invaluable resources for instructors attending the event. By sharing proven installation techniques, effective teaching methods and real-world industry insights, these trainers help ensure participants leave prepared to deliver high-quality flooring installation education in their classrooms and training labs.

Last year’s Instructor Training Clinic was an incredible success. Instructors arrived eager to learn and left energized, inspired and better prepared to lead their programs. The event created valuable opportunities to network with industry professionals and build relationships with some of the flooring industry’s top trainers. These connections help ensure students receive the highest quality training possible.

One of the clinic’s greatest strengths is its focus on empowering educators. By equipping instructors who already know how to teach with specialized flooring installation knowledge, FCEF creates a multiplier effect. Every instructor who attends returns to their program better prepared to educate dozens—often hundreds—of students throughout their career. This investment directly benefits FCEF’s Basic Floor Covering Installation programs and contributes to long-term student success.

The Instructor Training Clinic is just one example of FCEF’s commitment to workforce development. Just a few weeks ago, FCEF hosted its Workforce Development Forum, bringing together representatives from Senate offices, House offices, college and high school programs, industry leaders and members of the FCEF board of directors.

While the forum featured important discussions about workforce development and educational opportunities, one of the biggest takeaways was hearing from three young students whose lives have been transformed through flooring installation training. Their stories demonstrated the power of career education and showed how these programs create pathways to meaningful employment, financial stability and long-term success.

Despite these accomplishments, this important work cannot continue without your support. Please consider making a financial contribution today by visiting fcef.org.

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Kaye Whitener is executive director of the Floor Covering Education Foundation, a non-profit organization dedicated to promoting recruitment, training and retention of floor covering installers. For more information, email kwhitener@fcef.org.

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Daltile hosts annual NeoCon luncheon

Chicago—Daltile hosted its annual “Parked At NeoCon” luncheon event earlier this week at its Chicago Design Studio.

The event welcomed architects, designers and customers during NeoCon 2026. Daltile used the luncheon to showcase new products and give attendees a place to relax away from the trade show floor.

Daltile’s Chicago Design Studio is located across from The Mart. The location is part of Daltile’s nationwide network of design studios and design service centers.

“Attendees had a great time at our Daltile ‘Parked At NeoCon’ event,” said Hilary Frank, vice president of commercial sales and business development at Dal-Tile. “There is no other event like ours during NeoCon each year.”

Design Studio highlights

Daltile’s Chicago Design Studio showcases samples from the brand’s full product line, including newly launched products.

“Like all of the showrooms in our nationwide network, Daltile’s Chicago Design Studio showcases samples of our entire line, including our newly launched products,” Frank said. “It was really exciting to see the very positive reaction the commercial design community had to our new products this week.”

Attendees also spent time with supporting vendor partners, including Mapei, Custom Building Products, Schluter-Systems and StyleAccess.

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Mohawk announces CEO succession plan

Paul De Cock

Calhoun—Mohawk Industries, Inc., announced that Paul De Cock, president and chief operating officer, has been appointed chief executive officer (CEO) and a director of the Mohawk board of directors, effective September 30. De Cock will succeed Jeffrey Lorberbaum, who will retire from his role as CEO at that time, and continue to serve as chairman of the board.

“I’m deeply grateful for the opportunity to lead Mohawk and look forward to building on the strong foundation in place,” De Cock said. “As CEO, my focus will be on continuing to generate momentum and unlock new opportunities for growth and innovation while staying true to the values that got us here. I look forward to leading Mohawk through the next phase of its evolution—sharpening our focus, accelerating growth and pursuing new pathways that will define our future.”

De Cock brings more than two decades of industry, operational and commercial leadership experience to the CEO role. Since joining the company through the acquisition of Unilin in 2005, he has held increasingly senior leadership roles across geographies and product categories, including laminate, wood, LVT and carpet. During his tenure, De Cock has played an instrumental role in strengthening Mohawk’s international operations and advancing the company’s product portfolio. De Cock was appointed president and COO in February 2025 in connection with the company’s overall succession planning process.

Lorberbaum has served as chairman of the board since May 2004 and as the company’s CEO since January 2001. During his tenure, Mohawk grew through a combination of organic investments and strategic acquisitions to become the world’s largest flooring manufacturer with a portfolio of industry-leading and innovative brands.

“It has been an honor and a privilege to lead Mohawk for the past 25 years, and I’m incredibly proud of what the team has accomplished over this time. I know that I will leave the Company in good hands under Paul’s leadership, and continue to have full confidence that Mohawk’s best days are to come,” Lorberbaum said. “I look forward to serving as Chairman of the Board and working closely with Paul and the rest of the management team to support a smooth transition and continuing to strengthen the company.”

John M. Engquist, lead independent director, added, “On behalf of the board, I want to express our gratitude to Jeff for his extraordinary leadership as CEO. Under his vision and stewardship, Jeff transformed the company into the largest flooring manufacturer in the world, and we look forward to his continued leadership as chairman of the board. Paul has the deep respect of the company’s senior leadership team, a comprehensive knowledge of the flooring industry and is greatly admired by Mohawk’s employees worldwide—all of which will allow for a seamless transition of leadership.”

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Obituary: Dennis Blake, WFCA

Dalton—Dennis Blake, founder of Better Floors & Restorations and former chairman of the Western Floor Covering Association, died June 5. He was one of the industry leaders who helped form the World Floor Covering Association.

Blake spent more than five decades in the floor covering and restoration industry. During that time, he built a business, helped shape a national trade group and mentored a generation of flooring professionals.

“Dennis represented the very best of our industry,” said Scott Humphrey, CEO of the World Floor Covering Association. “He was respected for his integrity, professionalism and unwavering commitment to helping others succeed. Throughout his career, he generously shared his knowledge, mentored fellow professionals and built relationships that strengthened our industry. His impact will be felt for generations.”

Humphrey said Blake’s legacy can be seen in the organizations he helped shape and the people he encouraged throughout his career.

Building his legacy

Blake entered the flooring industry in 1972 when he joined the Placentia, California, company that would later become Better Floors & Restorations. In 1974, he purchased the business and spent the next five decades building it into one of Southern California’s most respected flooring and restoration firms.

Through decades of hands-on experience, Blake became a trusted resource for insurance companies, attorneys and industry professionals throughout Southern California. His expertise included flooring installation, restoration services, water and fire damage recovery, environmental remediation and flooring inspections.

Better Floors & Restorations served clients throughout Orange, Los Angeles, Riverside, San Bernardino and San Diego counties.

Blake’s influence also extended beyond his own business. Through his involvement with Disaster Kleenup International, he served as chairman and president of the organization’s western division. In those roles, he helped elevate restoration standards, strengthen industry partnerships and support restoration professionals throughout the region.

Blake served as chairman of the Western Floor Covering Association from 1993 to 1994. His tenure coincided with one of the most important periods in the industry’s history.

Helping form the WFCA

During his term, the Western Floor Covering Association and the American Floor Covering Association began formal merger discussions. Those efforts led to the creation of the World Floor Covering Association in 1995.

As chairman, Blake helped lay the groundwork for a unified national trade organization. His leadership during that transition reflected the trust his peers placed in his judgment and vision for the industry’s future.

Blake continued to serve the association after the merger. He later served on the WFCA Executive Committee as vice chairman during the 2011-12 fiscal year. In that role, he represented Better Floors & Restorations and helped guide the association’s strategic direction.

Blake also held the Certified Flooring Executive designation. The credential recognizes professional achievement and leadership within the flooring industry.

In 2008, Blake passed leadership of Better Floors & Restorations to his daughter, Corinne Lindquist. She continues to lead the company as president.

After the transition, Blake remained active in the business as founder and vice president. He continued to share his expertise with employees, industry colleagues and the next generation of flooring professionals.

Blake battled ALS for more than four and a half years. During that time, his wife, Kay, supported him with care and devotion.

In lieu of flowers, the family requests memorial contributions to the Floor Covering Industry Foundation in Blake’s honor. Donations can be made at FCIF.org.

The family will hold funeral services June 20 in Orange, California. The date would have been Blake’s birthday. Those seeking more information can contact the family.

Blake’s legacy lives on through the family business he built, the trade association he helped shape and the flooring professionals he mentored throughout his career.

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Kate Judd joins Tai Ping, Edward Fields

New York—Tai Ping and Edward Fields, global leaders in bespoke, hand-crafted carpets, have named Kate Judd managing director of the Americas. In the role, Judd will lead the strategic, commercial and operational direction of the business across the region. Her focus will include operational excellence, customer experience and long-term brand growth across the residential and contract sectors.

“I’m delighted to be joining a company that has led the way for decades,” Judd said. “Tai Ping and Edward Fields have been pushing creative boundaries and setting the bar for design, craftsmanship, service, values and manufacturing.”

Judd joins the companies after more than 13 years at The Rug Company. Most recently, she served as managing director, global partners and Middle East.

During her career, Judd has held senior leadership roles across global showroom development, international distribution and operational management. She has worked across major markets including London, New York, Los Angeles, Miami, Moscow, Cape Town and the Middle East.

Judd brings experience across luxury interiors, retail, brand experience and business transformation. She also brings a global perspective and a deep understanding of luxury clientele, contemporary design culture and experiential retail.

She is known for bringing commercial clarity and modern leadership to creative industries. Her leadership approach centers on accountability, collaboration and building cultures that balance creativity with commercial performance. Her work has focused on the intersection of brand, client experience, culture and growth. She has helped luxury businesses evolve while maintaining strong creative identities and craftsmanship.

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