6 proven tips for sales success in laminate

Consumers in the market for quality, value-added hard surface flooring will find laminate flooring very appealing.

Laminate flooring has evolved dramatically over the past 10-15 years. Today’s products deliver striking visuals, improved durability and performance features that rival higher-priced alternatives—all at an accessible price point that resonates with value-conscious consumers. The category has taken on even more prominence over the past few years as retailers are increasingly focusing more attention on the category—especially domestically produced products—as an alternative to lower-quality SPC imports.

“Laminate flooring is a smart, stylish and durable choice for today’s homes,” said Tom Wright, president of the North American Laminate Flooring Association (NALFA), and vice president of product management and innovation at Mohawk. “Whether the customer is renovating, building new or simply refreshing a room, laminate offers stylish looks along with the performance consumers trust.”

Following are five proven strategies specialty flooring retailers can use to promote, market and successfully sell laminate flooring in their stores.

1. Sell performance, not price

One of the most common mistakes retailers make with laminate is leading with price. The savvy flooring retailers have achieved success in the category by reframing the conversation. While affordability is certainly an advantage, it should never be the headline. Instead, successful retailers reposition laminate as a high-performance, design-forward solution for real-world living.

Today’s laminates offer features that matter to homeowners: scratch resistance for pets, dent resistance for active households, fade resistance in sun-filled rooms and improved moisture protection for kitchens, hallways, and entryways. When sales associates confidently explain these benefits, laminate becomes a purposeful recommendation rather than a budget fallback.

Encourage your team to ask lifestyle-driven questions early in the selling process—about pets, kids, traffic levels and maintenance expectations. Laminate often checks these boxes more effectively than many customers expect. When performance leads the conversation, price becomes a supporting detail, not the defining factor.

2. Merchandise product accordingly

It might sound like a cliché, but you seldom get more than one chance to make a first impression. To that end, showroom presentation matters. If laminate is tucked into a back corner with outdated samples and poor lighting, customers will attach a certain value to that product. Progressive specialty retailers merchandise laminate with the same care and intention as hardwood or luxury vinyl.

Solution: curate displays that highlight wide planks, realistic textures and modern color palettes. Use larger samples and installed panels so customers can see—and feel—the realism. Moreover, group laminate by style or performance tier rather than by price alone to elevate the category.This will also help customers narrow the selection process.

Lastly, help guide consumers by providing clear signage that accentuates the category’s leading features and benefits. Call out features such as “Scratch Resistant,” “Pet Friendly,” or “Easy Maintenance” to reinforce value at a glance. The goal is to help shoppers quickly understand that laminate is a modern, well-designed flooring option worthy of consideration.

When positioned correctly, laminate doesn’t compete with other categories—it complements them, giving specialty retailers another powerful tool to meet customer needs and close the sale.

3. Train RSAs to overcome outdated perceptions

Many consumers still associate laminate with the thin, hollow-sounding products of the past. Specialty retailers are uniquely positioned to overcome these misconceptions through education and hands-on demonstration.

Invest time in product training so your sales associates can confidently explain how today’s laminates differ—from improved core construction and locking systems to enhanced surface textures and visuals. Encourage associates to physically demonstrate differences, such as tapping on samples to show sound reduction or comparing scratch resistance to competing products.

Equally important is teaching teams when not to sell laminate. Credibility builds trust. When customers see that your staff recommends laminate only when it truly fits their needs, it reinforces your store’s role as a flooring authority—not just a sales outlet.

4. Market laminate as a smart lifestyle choice

Outside the showroom, laminate should be positioned in your marketing as a practical, stylish solution for everyday living. Digital channels—websites, social media, email newsletters—are ideal platforms to tell laminate’s story.

Feature real-world applications such as busy family homes, rental properties, vacation homes, or pet-friendly spaces. Use before-and-after imagery, short videos, or customer testimonials to demonstrate how laminate performs over time. Emphasize ease of maintenance, long-lasting appearance, and value retention.

In-store promotions can also be effective when framed correctly. Instead of discount-driven messaging, consider value-based offers such as “Best Flooring for Busy Homes” or “High-Style, Low-Maintenance Solutions.” This keeps laminate aligned with smart decision-making rather than bargain hunting.

5. Leverage your expertise in the category

One of the specialty retailer’s greatest advantages over big-box competitors is service—and laminate is an ideal product to leverage that strength. Proper installation is critical to laminate’s long-term performance, and consumers often underestimate its importance.

Position your store as the expert partner who ensures laminate is installed correctly, with attention to subfloor preparation, expansion requirements, and room-specific considerations. Educate customers on why professional installation protects their investment and enhances performance.

Bundling laminate with installation, warranties and post-sale support creates a complete solution rather than a transactional sale. This not only protects margins but reinforces the value of buying from a specialty retailer rather than a mass merchant.

6. Promote category’s sustainability story

Since its design layer is made from paper, laminate’s production process does not involve the harvesting of old-growth hardwood. Moreover, properly sourced laminate flooring does not contain ingredients that negatively impact indoor air quality. In fact, many components utilized in the laminate manufacturing process are made with recycled content.

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5 ways to promote the perennial appeal of hardwood

Hardwood remains arguably the most aspirational flooring product on the market today, given its proven return on investment as well as the wide array of species, formats and styles available today. That being said, it’s no secret that competing hard surface look-alike products continue to seize tangible market share from the real wood category.

FCNews research showed the sales at the first point of distribution in 2024 totaled $1.845 billion, a 9% decrease from 2023. Volume took a hit as well, falling 10.7% to 676 million square feet. The last time the category generated numbers in that vicinity or lower was back in 2009—the height of the great recession.

Hardwood’s loss of market share is even more pronounced when comparing the category’s performance relative to other hard surfaces. Stripping out carpet, hardwood accounted for 12.6% of total sales—coming in above laminate and rubber but trailing resilient and ceramic, respectively. Volume-wise, hardwood accounted for nearly 7% of total hard surface square footage sold at the first point of distribution in 2024. By comparison, in 2015, hardwood accounted for nearly a quarter of total hard surface sales (23.4%). But just a few years later, in 2019, hardwood represented 19.5% of total hard surfaces.

The good news is there are still opportunities for retailers in hardwood flooring despite the ongoing competitive pressures. Following are several key points dealers need to keep in mind.

1. No substitute for the real thing

The most obvious advantage of real hardwood is also the most difficult to duplicate: authenticity. Hardwood floors boast natural grain patterns, mineral streaks, knots and color variations that are difficult to mass-produce convincingly. By comparison, look-alike products rely on photographic imaging or printed layers to simulate wood visuals. While these visuals have improved dramatically, pattern repetition is inevitable. Identical planks appear throughout a room and subtle inconsistencies that give wood its character are often missing. Over time, homeowners may begin to notice these repetitions, particularly in open-concept spaces.

Hardwood, by contrast, matures gracefully. Sunlight exposure deepens color tones, wear patterns develop naturally and the floor gains character rather than looking “used.” What some consider imperfections in hardwood often become the very elements that define its charm.

Another differentiator is how the floor feels underfoot. Real wood has a natural warmth and heft that synthetic materials struggle to replicate.

2. Wood offers better ROI

Appraisers, real estate professionals and homebuyers consistently rank hardwood among the most desirable flooring options. Homes with real hardwood floors often command higher resale prices and sell faster than comparable homes with synthetic alternatives. Buyers tend to view hardwood as a premium, permanent feature rather than a disposable surface. Look-alike products, while attractive at first glance, do not carry the same perception. Luxury vinyl and laminate are often seen as temporary or budget conscious solutions – even at higher price points.

3. Hardwood simply lasts longer

One of hardwood’s most significant advantages over look-alikes is its ability to be refinished multiple times over the course of its lifespan. Solid hardwood floors can be sanded and refinished multiple times, while many engineered hardwood products can be refinished at least once, depending on veneer thickness.

This capability dramatically extends the life of the floor. Scratches, dents, stains and even outdated finishes can be updated—giving homeowners the option to restore the floor to a like-new appearance or updating it to suit changing design trends.

In contrast, LVP, laminate and tile are “replace-only” surfaces. Once the wear layer is compromised, the printed design is damaged, or the product goes out of style, replacement is often the only option. Individual plank replacement may be possible in some cases, but color matching and availability often pose challenges—especially years after installation.

“We believe LVP has been oversold on its benefits, particularly when it comes to long-term performance and value,” said Jerome Goulet, VP of marketing, Mirage. “The perceived cost savings of LVP compared to hardwood have largely disappeared, while with wood homeowners will get a lifetime-lasting product and better investment for their home value.”

4. More trade-up opportunities

Another major advantage hardwood offers over competing surfaces is its ability to allow RSAs to step up consumers to better-quality, higher-margin products. As Jamann Stepp, senior vice president, hard surfaces at Stanton Design, explained: “Obviously, if an RSA is commissioned, I think they’re going to try to upsell a client or an end user who has a house full of kids and dogs and came in looking for a waterproof product that looks like wood but is much less expensive. But if the customer is looking for true aesthetics, something that’s going to add true value-add to the home, then wood is a no-brainer. If the customer is open to it, then I the RSA could probably push her into a nice premium wood product.”

5. Sustainability sells

Responsibly sourced hardwood is a renewable resource. Many hardwood flooring products come from forests managed under strict sustainability guidelines, where growth exceeds harvest and ecosystems are protected.

Solid hardwood and engineered wood floors also last for decades—often spanning generations. This durability reduces the frequency of replacement and, in turn, the environmental impact associated with manufacturing, transportation and disposal, experts note.

By contrast, many look-alike products rely heavily on plastics, resins and other petroleum-based materials. While some vinyl and laminate floors incorporate recycled content, they are rarely recyclable at end of life and often end up in landfills after relatively short service periods.

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Kingdom signs new i4F Stair Tread Technologies license agreement

Hannover, Germany—i4F, a group of companies providing patents and technologies to the global flooring industry, announced that Zhejiang Kingdom New Material Group Co., Ltd. has signed a new license agreement for i4F Stair Tread technologies.

The agreement marks the fourth i4F technology adopted by Kingdom. The company already produces flooring collections featuring i4F drop-lock, wall and ceiling and CeraGrout technologies.

“Perfectly matching stairs are no longer optional,” said Davord Dai, founder and CEO of Kingdom. “i4F’s Stair Tread technologies provide the solution we have been waiting for as customers increasingly expect fully coordinated floor-to-stair collections. Our collaboration with i4F spans many years and is built on trust. We believe strongly in their technologies and their ability to innovate in line with market needs. Adding Stair Tread technologies strengthens our portfolio and supports our goal of delivering complete, seamless solutions with strong growth potential.”

A closer look

Founded in 1992, Kingdom is a leading manufacturer and exporter of vinyl flooring. The company operates with an annual production capacity of approximately 45 million square meters.

Production of flooring collections enhanced with i4F Stair Tread technologies will begin in March 2026. Manufacturing will take place at Kingdom’s facility in Tongxiang, Zhejiang, China. Initial production will focus on SPC, followed by WPC.

i4F Stair Tread technologies address a long-standing industry challenge. The technologies allow stairs to match the floor using the same material, décor, texture and height. The system delivers consistent floor-to-stair integration across SPC, LVT, WPC, laminate and wood, including top steps and landings.

The technologies offer two construction options to suit different stair designs: L-shaped and U-shaped systems. The solutions are water-resistant and engineered for safety, performance and installation efficiency. Because the system requires no structural stair modifications, installers can complete the work quickly and efficiently while maintaining a continuous, visually cohesive design from floor to stair.

“Kingdom is a highly valued partner that understands where the market is heading,” said John Rietveldt, CEO of i4F. “By adopting our Stair Tread technologies, Kingdom positions itself at the forefront of a major opportunity. These solutions allow collections to be completed with perfectly matching stairs that appeal to retailers, simplify installation for professionals and enhance value for consumers.”

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Domestic manufacturing reshapes resilient category

AHF produces VCT domestically at its Kankakee, Ill. plant.

Domestic manufacturing has moved from a secondary consideration to a strategic imperative across the resilient flooring category. Years of freight volatility, tariff uncertainty and supply chain disruption have reshaped how manufacturers and retailers think about sourcing.

“Domestic production has become increasingly important due to a combination of supply chain disruption, rising freight costs, longer lead times and growing demand for reliability and speed to market,” said David Moore, vice president of product management at Mohawk. “Producing domestically gives us greater control over quality, inventory and responsiveness while reducing exposure to geopolitical risk and transportation volatility.”

That certainty is echoed across the industry. Eric Ruppert, senior director of product marketing and category management at Engineered Floors, said domestic manufacturing removes many of the variables that have challenged retailers in recent years. “Domestic production has shifted from a ‘nice-to-have’ to a strategic necessity,” he said. “For retailers and consumers, it provides certainty. When you manufacture in the U.S., you remove the volatility of international shipping costs, port delays and ever-changing import tariffs.”

Beyond logistics, domestic production also provides deeper insight into the category. “Domestic production is important because it builds deep knowledge and expertise in the product categories we offer and allows us to invest directly in U.S. manufacturing jobs and skills,” said Joseph Zekoski, VP of residential hard surfaces, Shaw. “Manufacturing in the U.S. enables us to develop talent, retain critical knowledge and continuously improve how products are designed, made and delivered.”

Suppliers also tout environmental benefits. “By producing in our ‘backyard,’ we reduce the carbon footprint associated with shipping heavy products halfway across the world,” Ruppert added. “Our materials travel from one end of the plant to the other before they are loaded for shipment.”

Jennifer Zimmerman, chief commercial officer, AHF Products, noted simply: “Customers increasingly value reliability and Made in USA assurance, making domestic production not just a strategic advantage but a necessity in today’s market.”

A sourcing evolution

Resilient flooring, particularly LVT/P and SPC, has historically relied on overseas production. That model, while cost-driven, has evolved as the needs of the market have, too.

“Resilient flooring has traditionally been import-driven due to lower manufacturing costs overseas,” Mohawk’s Moore said. “However, that model has shown its limitations in recent years. Domestic production in the resilient category represents a strategic shift—one focused on innovation, performance and supply chain stability rather than just cost.”

That shift has supported advancements suppliers aim to bring to market. “Domestic production allows us to be more responsive in the areas where proximity matters most—such as speed, innovation and service—while still offering the breadth, scale and value that come from a global platform,” Shaw’s Zekoski explained. “By owning key manufacturing technology and equipment, we deepen our expertise and create differentiation through unique, proprietary solutions that competitors can’t easily replicate.”

At AHF Products, domestic manufacturing has enabled a repositioning of resilient flooring. “Instead of chasing low-end imports, we’re repositioning HDPC/rigid core as a value-driven, U.S.-made product line that reinforces trust and brand strength,” Zimmerman explained.

What’s in it for retailers?

For independent flooring retailers, domestic resilient manufacturing is increasingly about business continuity and control. As supply chains remain unpredictable and market conditions shift quickly, access to U.S.-made product gives dealers more leverage to manage inventory, timing and customer expectations.

“Retailers should absolutely be looking to domestic producers in 2026,” Mohawk’s Moore said. “Capacity, technology and product breadth have evolved significantly. Domestic manufacturers are now well-positioned to support core assortments, especially in rigid and resilient categories.”

That evolution matters for dealers who need dependable replenishment and fewer surprises. “Retailers should look for partners that give them flexibility and confidence,” Shaw’s Zekoski noted. “Domestic production plays an important role, especially for speed, innovation and responsiveness. The most effective approach is one that brings these capabilities together.”

Retailers can now count on domestic production to provide volume without sacrificing quality. “Retailers can be confident that their resilient needs will be met in 2026,” AHF’s Zimmerman noted. “With over 200 million square feet of HDPC capacity—representing roughly 50% of U.S. manufacturing capacity—AHF is positioned to supply both branded and private-label solutions.”

Domestic production also allows retailers to better manage risk and respond quickly to market changes. “In 2026, retailers should be thinking less in terms of ‘domestic versus imported’ and more about supply strategy,” said Kimberly Hill, vice president of product and marketing, Novalis Innovative Flooring. “Domestic production gives retailers another tool to manage lead times, reduce risk and respond quickly to market changes, particularly in resilient flooring. While not every product will be produced domestically, having access to U.S.-made options helps ensure continuity when timing and availability are critical.”

A look at domestic capabilities

Mohawk Industries’ resilient facility centers on Renewable Polymer Core flooring. “Mohawk continues to invest heavily in domestic manufacturing, including our resilient facility,” Moore explained. “This plant leverages advanced manufacturing technology and U.S.-based raw materials. The facility is designed for scalability, allowing us to support growing demand while maintaining strict quality standards. Our focus is on innovative, sustainable resilient products that deliver durability, performance and design flexibility.”

EF’s PureGrain DLVT is produced in Dalton.

Engineered Floors’ domestic production is anchored in Dalton, Ga. “Our heart is in Dalton, where we continue to expand our footprint in all hard and soft surfaces,” Ruppert noted. “Our dedicated hard surface facilities are specifically engineered for our PureGrain DLVT. We produce an unmatched product that is 100% waterproof and highly indentation-resistant—all under one roof.”

Shaw continues to expand its domestic footprint. “We are completing a $90 million investment that more than doubles the production capacity of our resilient manufacturing facility in Ringgold, Ga.,” Zekoski said. “This builds on more than $160 million previously invested in the facility since 2019. Beyond increased capacity, these investments are enhancing product capabilities. Broadly, RP is integrated into Shaw’s wider system of domestic manufacturing, strategic sourcing and distribution.”

AHF Products has the largest domestic foothold in the flooring industry, with four U.S. resilient plants, now led by Cartersville, Ga. “This is a wholly owned and revitalized AHF plant,” Zimmerman said. “It delivers over 200 million square feet of HDPC capacity, representing roughly half of all U.S. rigid core manufacturing capacity.”

The company also produces VCT at its Kankakee, Ill., plant. “AHF is the only domestic manufacturer of vinyl composition tile (VCT), and we’ve been producing it in Kankakee for over 75 years,” Zimmerman added.

Novalis’ domestic footprint centers on its Dalton-based Innovation Center. “It produces SPC flooring in multiple sizes and formats for both residential and commercial applications,” Hill said. “Its role within our broader manufacturing network is to support the North American market with faster turnaround and greater flexibility, while maintaining the same quality standards across all Novalis facilities worldwide.”

Together, these investments signal a clear shift: domestic manufacturing is no longer an exception in resilient flooring but a defining strength.

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Tuesday Tips: A better way to lead

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 emphasizes that effective managers lead by asking how they can support learning and growth.

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Luxury carpet rules the roost in the residential realm

Why are so many carpet executives crowing about single-digit or even double-digit growth in 2026? It’s because they all reside in the luxury/high-end space—a segment that has thrived in recent years while the rest of the residential category has slumped.

Shimmer from Fabrica is a 100% EnVision BCF nylon featured in a cut & loop pattern.

For the likes of Couristan, Nourison, Fabrica, Kaleen, Mohawk/Karastan, Stanton, Shaw/Anderson Tuftex and a handful of others, there is reason for optimism. “Homeowners and designers are increasingly seeking distinctive textures, richer visuals and elevated constructions that add character and comfort to the home,” said Len Andolino, president of Couristan, which is celebrating its 100^th birthday in 2026.

Like Couristan, Nourison continues to find success in the upscale/designer segment where consumers are less price-sensitive compared to mainstream shoppers. “Our sales in 2025 reflected solid growth, and with interest rates trending downward and positive financial results to date, we anticipate continued growth into 2026,” said Don Karlin, director of broadloom sales for Nourison.

Mill executives say the luxury/decorative market has always been about trends, fashion, style and color. It has maintained its strength even as the slumping housing market has negatively impacted other segments of the residential market. In fact, the growth of higher-end carpet is consistent with broader consumer trends showing that the top 10% of income earners, with annual incomes of $250,000 or more, are driving the market, accounting for nearly half of all consumer spending. What they seek are often luxury goods.

“The wealthy consumer segment is less impacted by interest rates, inflation and economic downturns, which is why the higher end will continue to outperform the rest of the market,” said T.M. Nuckols, president of the residential division of The Dixie Group, which counts Fabrica and Masland as its high-end brands. “We will continue to focus on our high-end brands and differentiating ourselves through unique constructions, beautiful visuals and the best color lines in the industry.”

Karastan Black Label is designed to merge traditional craftsmanship with contemporary elegance.

Couristan’s Andolino agreed the luxury market is poised for a strong year, thanks in part to what he hopes will be an improving economy. “Many economists see a 10%-15% increase in housing sales, and more interest rate cuts forthcoming. I foresee a tight (flat) first six months of 2026, but the third and fourth quarters in 2026 could bring a high single-digit, possibly low double-digit growth industry-wide if all the stars align. There is a pent-up demand in this segment. Consumers have sat on the sidelines and are waiting for things to ease. Once they do, the luxury market can see some historical growth in 2026 and beyond.”

Growth drivers

Over the past couple of years, the luxury segment has been inspired by hand-loomed offerings; these styles are typically produced in countries with lower labor costs, allowing for exceptional value to the consumer. In fact, many hand-loomed products compete directly with U.S.-made nylons, offering not only significant value but also outstanding design appeal. As a result, more mainstream flooring retailers are embracing upscale products which signals strong potential for growth. “As these stores upgrade their assortments, we all stand to benefit from increased business,” Nourison’s Karlin said.

The growth in the luxury segment spans both broadloom carpet and area rugs. To that end, mills are looking to benefit from either or both subsegments. “As the wall-to-wall soft surface market continues to see increases in market share, consumers are increasingly inclined to choose higher-end products, responsible fibers and durable products—and special items such as custom rugs,” said Monty Rathi, COO and co-owner of Kaleen. “We believe we are positioned well within the high-end segment.”

Casavola, a Luxe by Kaleen broadloom, blends contemporary design with geometric motifs in a chevron pattern.

Specifically, Kaleen is introducing more wide-width custom carpets up to 22 feet wide in its Kaleen Broadloom and PureLife collections. Additionally, its premium hand-knotted brand, Luxe by Kaleen, offers custom sizes up to 15 feet wide and 50 feet long, with delivery within 30 days for custom size or 90 days via sea freight for custom-sized rugs,” Rathi said. “For broadloom backed Luxe by products, those are custom made and shipped via sea freight in 90-120 days.”

For Stanton Design, growth is likely to be mix driven with consumers trading into better-end, design-forward and performance soft surface rather than broad unit growth across all price points.

The segments and product types with the most momentum include design-driven and better goods, and solution-dyed and performance fibers. “Consumers want visual interest and a designer look, not just a beige background,” said Jonathan Cohen, Stanton CEO. “Stain resistance, fade resistance and easy cleanability are now must-haves, especially for kids and pet households. Solution dyed and advanced performance yarn systems will remain strong drivers as consumers equate soft surface with comfort and practicality, not compromise.”

Joe Semaan, president of residential carpet for Mohawk, said the ability to meet rising consumer expectations is a challenge for mills these says. “[Consumers] are increasingly looking for better performance, greater softness, richer colorations and products that fit their lifestyle needs,” Semaan said. “Staying ahead of those expectations requires continuous innovation in construction, design and technology.”

In 2025, the company hit a home run with Karastan Black Label, a refined collection of carefully curated designs that evoke low-key luxury. Each handwoven wool style in the Black Label portfolio merges traditional craftsmanship with contemporary elegance, a combination that drew raves from flooring dealers in 2025.

As the industry’s largest carpet mill, soft surface remains an important and viable category for Shaw, according to Tim Baucom, CEO. “Even in a challenging market, carpet continues to play a vital role in how people live and work,” he said. “Our recent product introductions across our carpet portfolio have been well received.”

A case in point was Anderson Tuftex’s Autograph, an FCNnovation Award winner as a high-end patterned carpet.

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WFCA Honors Melissa Murphy with Tom Jennings Award

Melissa Murphy

Dalton—The World Floor Covering Association (WFCA) has named Melissa Murphy as the recipient of the 2025 Tom Jennings Champion Award, recognizing her exceptional dedication to customer service, independent retail excellence and long-standing leadership within the flooring industry.

The Tom Jennings Champion Award is one of WFCA’s most meaningful honors, presented annually to an individual who embodies the values and philosophy of Tom Jennings—a lifelong champion of the flooring industry whose mantra was that true excellence is built by doing “a hundred things 1% better.” The award celebrates those who elevate the industry through integrity, consistency and a deep commitment to serving customers, teams and the independent retail community.

Murphy, a partner and design center leader at Johnston Paint & Decorating in Columbia, Mo., has built her career around exactly those principles. Known for creating a customer-first retail experience grounded in trust, design expertise and thoughtful service, she has helped grow one of the region’s most respected independent flooring and home décor businesses. Her leadership blends strong business performance with a hands-on approach to mentoring teams, supporting clients and raising standards across every part of the showroom experience.

Beyond her own business, Murphy has been a devoted advocate for the broader industry. She previously served on the WFCA board of directors, where she played an active role in advancing programs and initiatives that support independent flooring retailers nationwide. She has also served on a major manufacturer’s dealer advisory board, lending her voice to conversations that shape how products, programs and partnerships serve the retail community.

“Melissa represents the very best of what the Tom Jennings Champion Award is meant to honor,” said Scott Humphrey, CEO of the World Floor Covering Association. “She understands that real leadership happens in the everyday moments—how you treat customers, how you support your team and how you give back to the industry that supports you. That mindset defined Tom Jennings, and it defines Melissa’s career.”

Respected for her collaborative leadership style and unwavering professionalism, Murphy has earned a reputation as a trusted voice within the flooring community—someone who consistently shows up, contributes and helps move the industry forward. Her ability to combine business excellence with genuine care for people makes her a fitting recipient of this prestigious recognition.

The World Floor Covering Association will announce details regarding the formal presentation of the Tom Jennings Champion Award at a later date.

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