Dan Frierson takes stock of carpet industry changes

Dan Frierson, chairman, The Dixie Group,

Dan Frierson, chairman, The Dixie Group, shares changes that shaped the flooring industry.

The impact of Stainmaster

When I started in this business, we had a mill that ran waste from our cotton mills, which we fed to the chenille operators and then the bath rug producers. We were making tufting yarns out of the waste from our cotton mills, then we went to rayon, acrylic, spun poly and polypropylene and finally to nylon filament because each one provided a better product than the previous fiber. It wasn’t like the world just started in 1986, but when DuPont came out with Stainmaster, they put enough money behind it to make it a brand. And to this day, I think it is the only consumer brand the industry has responded to. Stainmaster changed a lot of things— and it was also about the time they were able to make solid color product out of filament—and that was a huge change for the industry. You had filament nylon you could use, but we typically made high-end critical products, so we could not use much of the nylon filament that was being produced. It wasn’t consistent enough. It wasn’t just the advent of filament nylon; it was the ability to use it in critical products along with the Stainmaster brand.

Advances in manufacturing technology

Product development and differentiation started years ago with the spinners. You had no filament to operate with. It was the spinners that would develop a lot of different products out of a blend of fibers or a blend of yarns. It then moved to the fiber producers who started making lots of different products, different deniers, different sizes, different denier per filament, different dyeing capabilities and so forth. But then it came to the tufting machinery manufacturers who started making equipment on which you could make products that looked more woven. This really began to change product development in the industry.

Mills extruding their own fibers

Extrusion was a dramatic change that started when the mills proved they could make polypropylene successfully. However, it made a lousy carpet. The industry did sell a lot of berbers though. If you remember, DuPont went into the polypropylene business and got their head handed to them. And Amoco was big in their Genesis products. It became clear that if the mills could extrude it, they could do it a lot more inexpensively and have their own colors. It began with polypropylene, but it quickly went to nylon. That led to filament polyester. Spun polyester was a lousy product. There was a lot of it sold, but it hasn’t been a major factor after 1986. The backward integration put the last fiber companies out of business: DuPont, Monsanto, Honeywell, BASF. They really had a major influence 40 to 50 years ago, and that, of course, is totally gone.

Solution-dyed polyester

There was a movement to solution-dyed filament polyester; Bob Shaw led that charge. You had Mohawk with their PTT, which is similar, but that only impacted them. I wouldn’t put it on the same level as what has happened with PET extrusion because the market is now 80% to 90% PET.

The growth of LVT

One of the smartest guys in the industry was whoever decided that vinyl tile ought to be called luxury vinyl tile. This accelerated the erosion of carpet’s share. Because at one point it was just carpet and sheet vinyl. People were still covering up wood. They hadn’t figured out yet they could rip up that carpet and refinish the wood.

The growth of the buying groups and big boxes

Today, I believe the big boxes are losing market share in soft floor covering, but they gained it for years. Everybody was in fear of them. But, if you remember, The Great Indoors (Sears) and the Home Depot Expo Design Center looked like they were going to eat the world, but they determined they excel in DIY-type applications. The home centers scared a lot of the retailers and probably made them better, but they did take a lot of volume out of the specialty retail segment.

The Great Recession

The Great Recession resulted in the most dramatic decline in business our industry has ever faced. You just didn’t know where the bottom was as you were going down. But once we got to the bottom, the industry was off about 40%. It was horrible, but we shot out of it pretty quickly and the carpet industry—and this is what I think is going to happen when we make the turn this time— grew for about eight years. We were able to double our market share over the next five years because we continued to invest as things were going down. But it was a difficult period, no question. This period has not been as severe, but a heck of a lot longer.

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Mercier: A pioneer in prefinished wood flooring

Every great innovation begins with a simple question: There has to be a better way. A devoted husband and father, and a cabinetmaker with an unwavering passion for wood, Marcel Mercier believed that every piece of timber deserved to reveal its natural warmth, character and beauty. His craftsmanship reflected a deep respect for the material—a philosophy that extended well beyond the workshop.

Marcel and his wife cherished the hardwood floors in their home, but maintaining them was another story. Refinishing meant moving the family and their furniture out for weeks, enduring clouds of sanding dust, overwhelming varnish fumes and the disruption of daily life. The process was messy, time-consuming and far from practical. Rather than accept the inconvenience, Marcel imagined a different approach.

Inspired by the flawless finishes he applied to custom kitchen cabinets, he wondered: “Why couldn’t hardwood flooring be finished before it was installed?” It was a bold idea at a time when on-site finishing was the only accepted method.

His solution was as ingenious as it was unexpected. Using a wringer washing machine, Marcel coated hardwood planks with finish outside the home. What began as a simple solution to a family challenge soon transformed an entire industry. That spirit of curiosity and craftsmanship became the foundation of Mercier. From breakthrough finishing technologies to industry-first solutions, the company continues to push the boundaries of performance, durability and design.

As the industry evolved, many manufacturers started incorporating nanoparticles in floor coatings to improve performance. Wanting to protect people’s health and with the willingness to stop using petroleum-based products, Mercier took an entirely different approach. The company started adding plant-based oil in its finishes. Thanks to this innovation, Mercier won an Eco-innovation Award.

Advent of aluminum oxide

Nobody believed Mercier could, but it”non-toxic” aluminum oxide into its finishes to improve the protection and durability of wood floors—an industry first. To prove how ingenious the concept was, Mercier would rub the surface of its floors with steel wool!

Next, Mercier focused its R&D efforts to achieve even higher technical performance levels. The goal was to maximize our floors durability and resistance to impact, scratches, water, abrasion and other wear and tear, all while preserving the original beauty of the wood. This was a technological tour de force! Thanks to its livUP finish, it is now possible to enjoy wood flooring in commercial applications and high-traffic areas, without compromising durability. (Note: Mercier was the first manufacturer to guarantee its finish in commercial applications with direct outdoor access.)

The introduction of layering coats of stain

In the beginning, the whole industry was confronted with a problem: Due to wood’s inherent coloring, nobody could achieve some of the neutral colors that customers craved by simply sticking to the traditional staining process. To keep complimenting wood’s natural beauty while achieving these colorations, Mercier started decomposing stain colors and adding them in layers, creating shades that previously could not be attained. Its proven process is now used throughout the industry.

The Naked Collection: As natural as it gets

At Mercier, the focus is on what wood “wants to unveil,” rather than forcing it to become something that it is not. To pay tribute even more to wood’s sublime nature, the company created the Naked Collection, featuring raw-looking boards with an exclusive finishing process that seals the color of the wood before applying a protective finish. With the Naked Collection, the floor’s grain remains natural and does not fade over time.

A pioneer in sustainability

Mercier is one of the industry’s pioneering manufacturers that has a long-term vision to reduce its ecological footprint for generations to come. The company understands the importance of wood as a natural resource—and trees for the Earth’s future. That is why it has implemented the most advanced environmental policies and sophisticated production methods throughout its entire supply chain to maximize sustainability.

Sustainable practices

Mercier is committed to sourcing wood only from environmentally responsible suppliers. All the species come from sustainably managed North American forests and adhere to rigorous traceability standards. With Mercier’s wood flooring, customers are guaranteed peace of mind knowing they are benefiting from outstanding quality and environmental stewardship.

Mercier’s approach to sustainability is so thorough in that it achieves the lowest amount of waste in the industry—2% vs. 5%, the industry norm. What’s more, the company reinserts 100% of its residues back into the plant to heat its factory, for example. All our products are packaged using recycled and recyclable packaging.

Greenguard Gold certification

Mercier is one of the few manufacturers of prefinished wood to be certified Greenguard Gold , the highest standard on the market. This certification confirms that its finishes are free of thousands of chemical substances that are harmful to human health, such as VOCs and other pollutants. The goal is to provide peace of mind to clients who are concerned about the air they breathe.

LEED-certified flooring

Mercier’s high-quality floors also contribute to making buildings LEED-certified, an essential requirement for facility mangers, architects and designers.

Passionate about wood

Mercier’s passion for genuine hardwood is undeniable. It is naturally noble, undoubtedly authentic and inimitable. The company has mastered the art of handling wood because it respects its true essence—from its initial preparation to its finish. Each plank—from its color, texture and grain— is unique and should be treated as such.

In order to create high-quality wood floors, Mercier rigorously selects only the finest wood, and it optimizes each step of the production process to ensure impeccable and consistent quality, all while reducing waste.

Being vertically integrated for over 20 years, Mercier’s Drummondville, Quebec, hardwood sawmill provides the raw lumber materials utilized in its flooring products. The installation is also the home of the company’s kiln drying units and production lines where the raw planks are transformed into wood flooring boards. The meticulously manufactured solid and engineered wood floorboards are then sent to Montmagny, Quebec, to its head office, which regroups finishing operations, from the finish and staining applications to delivery. It is at the Montmagny facilities where Mercier’s floors get their final finishing touch and quality approval. Mercier counts on the hard work and dedication of nearly 300 wood specialists.

Thanks to its high-performance finishes, Mercier wood floors can be installed in both residential and commercial applications where they will continue to make people proud of their living and working spaces for a long time. Mercier believes in both the timelessness of wood and its ability to be fashionable today, and it has always been steps ahead in terms of its technological innovations as well as its designs. Mercier offers one of the industry’s broadest selections of products and features. While its wood flooring collections are profoundly aligned with the latest in interior decorating, they are nevertheless infused with a classic style to remain striking day after day, year after year. Every Mercier wood floor reflects the care, craftsmanship and dedication that have defined its work for generations—qualities the company’s customers can see and feel in every plank.

Growing with great partners

Across North America, Mercier’s valued partners, distributors and retailers continue to recognize the value the company brings to the market through exceptional Made-in-Canada quality, sustainable practices, reliable service and supply.

For more than 45 years, Mercier has continued to grow by listening to its customers, embracing innovation and building lasting partnerships.

In closing, Mercier Wood Flooring proudly congratulates Floor Covering News on its 40th anniversary. Here’s to celebrating another team that shares our passion for excellence and our commitment to advancing the floor covering industry.

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Mohawk’s Lorberbaum marks pivotal points in carpet’s history

Jeff Lorberbaum, chairman, Mohawk Industries

As our industry has changed over the past 40 years, it has rarely been due to a single moment. In some instances, a series of events over a few years has led incrementally to what we can later identify as a significant shift.

Jeff Lorberbaum, chairman of Mohawk Industries, says these are the most impactful transitions for our industry since Floor Covering News began in 1986.

Carpet industry consolidation

Carpet manufacturing in northwest Georgia began as a highly fragmented industry comprised of hundreds of small, entrepreneurial companies. Those businesses were started with limited capital and focused on producing specific products or supplying a few customers. Over time, the industry evolved into a professionally managed, capital-intensive sector that leveraged investments in manufacturing technology, logistics, product development and marketing to deliver better value and service for customers. Mohawk was a good example of this change, transforming its business from a niche manufacturer of premium tufted and woven carpet into a fully integrated flooring leader that was supplying products across all categories, including residential and commercial applications.

During the 1980s and 1990s, the industry underwent dramatic consolidation as larger manufacturers realized substantial competitive advantages through scale. Greater size enabled companies to invest in advanced production facilities, national advertising campaigns, broader product portfolios and more efficient operations. Mohawk was a driving force behind this consolidation, particularly after going public in 1992. Through the acquisition of more than 20 companies during this era, Mohawk expanded its manufacturing capabilities, strengthened its supply chain and added some of the most respected brands in the industry.

During this time, Mohawk developed a nationwide network of distribution centers and a fleet of trucks supported by specialized sales organizations that became valued resources for retailers. These investments enabled us to deliver superior product availability, customer service, merchandising and marketing support. Retailers benefited from improved service and product selection, while consumers gained greater access to higher-quality and more innovative flooring solutions.

Consolidation is a natural outcome of a maturing industry. The benefits can be seen in how the industry leaders expanded into complementary flooring categories to offer a comprehensive product portfolio and how the scale of the large companies provided additional value to the industry and consumers.

Fiber manufacturing shifts to carpet producers

When the tufted carpet industry began, fiber production was controlled primarily by large chemical companies as a natural extension of their resin and polymer businesses. These organizations dominated fiber innovation, product development and much of the marketing that influenced residential carpet purchasing decisions.

Over time, advances in technology made fiber extrusion accessible to carpet manufacturers. Leading companies recognized an opportunity to gain greater control over product design and performance as well as cost structure by investing directly in fiber extrusion and polymer development. This transition fundamentally changed the competitive landscape of the industry.

Mohawk was at the forefront of this transformation. We invested heavily in fiber extrusion assets during a period when the industry was shifting away from dependence on third-party suppliers. By controlling fiber development internally, Mohawk accelerated product differentiation and delivered meaningful consumer benefits in style and performance.

Among the industry’s most significant advancements were the development of softer fibers that enhanced comfort underfoot, new technologies that improved design options, durability and ease of maintenance. These developments not only enhanced product performance but also helped create stronger brands and greater value for consumers.

Transition from nylon to polyester & Triexta

For most of our industry’s history, nylon was the dominant fiber used in carpet manufacturing. It earned its position through outstanding durability, resilience and flexibility, allowing manufacturers to create a wide range of styles, textures and colors. Over the last two decades, however, the industry has undergone a major shift toward polyester with another sizable share of the market moving to our proprietary collections made with Triexta.

Mohawk played a leading role in driving the shift to polyester. We invested hundreds of millions of dollars in patented manufacturing technology that converts recycled plastic bottles into high-quality polyester fiber. In the early 2000s, we introduced filament polyester products that laid the foundation for much of the industry’s evolution toward polyester-based flooring solutions. Today, our polyester recycling and extrusion investments provide significant competitive advantages by improving quality consistency, reducing environmental impact and increasing the affordability of products for consumers.

While polyester was gaining ground in the market, we became the exclusive manufacturer of carpet produced from Triexta fiber, which is made partially with renewable, plant-based materials. Triexta was the first fiber approved by the Federal Trade Commission since nylon in 1959, so it represented a generational advance in terms of softness and stain resistance. Our SmartStrand collections were the first ultra soft products on the market, and their luxurious feel led to immediate success in the premium carpet category. Today’s polyester and Triexta carpets offer a combination of luxurious softness, sophisticated style, improved durability and better overall performance that would have been difficult to achieve two decades ago.

Evolution from solid colors to sophisticated visuals

For much of the industry’s history, the residential carpet market was dominated by solid-color, cut-pile products. In a more colorful era, manufacturers offered extensive palettes of colors to satisfy consumer decorating preferences, while patterns and complex visuals represented only a small portion of industry sales.

Over the past decade, consumer tastes have changed, with trends favoring more sophisticated and visually interesting carpet designs versus solid colors. Advances in tufting technology, yarn engineering and color development have enabled the creation of highly styled products featuring barber-pole constructions, multi-color flecks, heathered textures, tonal effects as well as intricate patterns.

Mohawk’s styling innovations have led to carpet collections that better complement modern interior design trends while providing greater flexibility for homeowners, designers and builders. This evolution from basic solid-color products to highly engineered and fashion-oriented designs represents one of the most significant changes in the modern carpet industry. It has allowed us to deliver products that not only perform exceptionally well but also serve as an important design element within residential spaces.

Evolution of carpet distribution channels

Since 1986, the consolidation that reshaped carpet manufacturing was mirrored throughout the industry’s retail channels. Over time, virtually every major sales segment—including specialty retailers, home centers, new residential construction and multifamily housing—experienced significant consolidation. In the face of this change, the resiliency of specialty flooring stores operated for generations by individual families has been remarkable. These entrepreneurs have managed to thrive for decades by providing personalized design and installation services.

At the same time, larger retail chains began to emerge as stores expanded into new geographies by opening new locations and through acquisitions. These growing retail groups operated more efficiently, developed stronger brands and enhanced their service capabilities. Combined with the support of manufacturers, these investments contributed to making carpet one of the most affordable and stylish flooring options.

Mohawk has consistently adapted to these changes by offering the broadest carpet portfolio in the industry balanced by an appealing array of hard surface alternatives.

Through leading brands, innovative product designs, distinctive aesthetics and advanced merchandising systems, we help retailers communicate product benefits effectively to consumers. These capabilities enable consumers to identify the flooring solution that best meets their performance, design and budget requirements.

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Bauwerk Group: The epitome of innovation

If size matters, Bauwerk Group holds a clear advantage.

As one of the industry’s largest wood flooring companies, Bauwerk maintains a wide manufacturing footprint and global presence. Its North American portfolio alone includes two formidable brands— Somerset Hardwood Flooring and Boen— while the namesake Bauwerk Parkett line is sold throughout Europe. With state-of-the-art production plants in Somerset, Ky.; Switzerland; Lithuania and Croatia, the Bauwerk Group has established itself as a global market leader in the high-quality, real wood flooring sector.

“We constitute a very large organization with a global footprint that’s driving great innovation, beautiful products and super performance,” said Steve DeCarlo, CEO of the Boen and Somerset brands. “It’s an impressive ladder of products—including 2 ¼ inch solid all the way up to three-layer engineered hardwood as well as specialized hardwood floors—that we can bring to the marketplace.”

Bauwerk’s deep experience in hardwood flooring production, combined with its international manufacturing operations, allows the company to leverage its scale and expertise. “We have a great milling operation, and we support that with utilization of our associates who are highly trained,” DeCarlo added. “And because we have manufacturing in Croatia, Lithuania, Switzerland and the U.S., we do a lot of creative idea sharing among those four regions so that we’re not just isolated to one plant here in the States. We have a cadre of top-notch engineers and manufacturing experts that share information, processes and best practices. The amount of brain power, manpower and resources is unrivaled.”

Some standouts of the two most popular brands in the company’s lineup:

SOMERSET

Even prior to Bauwerk’s acquisition of the Somerset brand in 2022, the U.S.-made product had established a long history (36 years, to be exact) of producing quality, American-made hardwood flooring. Moreover, Somerset sources raw materials from the Appalachian region—an area known for its robust lumber supply.

“We can also combine European lamellas with U.S. platforms engineered here,” DeCarlo said. A case in point is Somerset’s Euro Wide Plank. This stylish collection, introduced in 2024, fuses Somerset’s expertise in hardwood finishing with a premium, precision chassis produced by the parent company in Europe. This stunning 8.25-inch-wide European white oak floor serves as the perfect canvas for a variety of colors specifically designed for the North American market

BOEN

Boen, which has been manufacturing building products since the 1600s, has a rich history in its own right. On the hardwood flooring side, the company boasts unique capabilities, especially engineered hardwood. This includes its popular Chaletino plank, whose long/wide boards span nearly 10 feet. In fact, the boards coming out of Boen’s European operations are some of the widest planks available in the market today.

“Boen represents our premium brand, which is 100% European-engineered,” DeCarlo said. In keeping with its spirit of innovation, Boen plans to expand its lineup later this fall with new colors. This includes six European light neutral color tones available across three engineered hardwood platforms: 9/16 x 5 7/16 x 86 5/8; 9/16 x 8 1/4 x 86 5/8; and 3/4 x 11 3.4 x 108.

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40 Women to watch

From manufacturing to retail to distribution, we’ve named 40 women in flooring who are at the top of their field. They are accomplishing incredible things in the industry and provide inspiration to other women looking to enter the industry.

Maryanne Adams president/CEO, Avalon Flooring

With over 30 years of experience in the flooring industry, Maryanne Adams became the president and CEO of Avalon Flooring in 2008. She built Avalon Flooring to be the ninth-largest retailer in the U.S. with her dynamic can-do attitude and loyal employees by her side. As an employee-owned organization, Adams has been instrumental in leading the growth of the company into 17 retail locations across Pennsylvania, Delaware and New Jersey. Leading with a culture that focuses on employee’s first and a leadership style focused on not being afraid of change and finding non-typical solutions when issues arise, she has molded Avalon Flooring into what it is today. Adams is devoted to Avalon Flooring and to mentoring the next generation of industry leaders. She is a champion for women and an example of fearless leadership.

Cheryl Acierno owner, Acierno & Company

Cheryl Acierno has been engaged in the floor covering industry for her entire career, owning Acierno & Company for the past 21 years. As a Starnet member since 2002, she has served on the board of directors, becoming the first woman ever elected to the board, where she also served as board secretary and was eventually appointed to board chairman. In addition to the commercial business, which is still the core of the company, Acierno & Company has also established both residential and maintenance divisions. The company has grown from a two-person office to a staff of more than 20. Acierno attributes much of the success of her company to her ability to attract and retain top talent, and the company boasts an exceptional team of dedicated individuals committed to her vision. Up until the pandemic, the company has experienced double-digit growth annually since its inception and expects to finish 2021 at pre-pandemic levels.

Betsy Amoroso chief of staff, office of the CEO, Mannington Mills

Betsy Amoroso’s approach to her work is to lead by example and to do it with a smile. Amoroso joined Mannington in 2002 as public relations manager and, over the years, has been promoted through a variety of roles—including director of residential marketing—before landing in her current position. During that time, she was instrumental in the initial launch of several product lines and managed Mannington’s Surfaces presence for over eight years. She has served on the board of trustees for companies like Meals on Wheels of Salem County, the United Way of Delaware, Stand Up for Salem and has been instrumental in Mannington’s partnership development efforts with Habitat for Humanity and the Gary Sinise R.I.S.E. Foundation.

Erin Appleman president retail, marketing and merchandising, Rite Rug

Erin Appleman has helped steer the ship of one of the largest independent flooring leaders in the country for more than three and a half decades. She has climbed the ladder since 1990 to reach her current position of president retail, marketing and merchandising, and has done more for the independent retail channel than many others can claim. She is a steadfast leader that many in her field would do well to look up to.

Laura Bartley vice president of customer loyalty and rewards, Mohawk Flooring

Laura Bartley leads strategies that strengthen customer engagement, drive brand loyalty and create meaningful connections between Mohawk and its retail partners. With a career built on strategic marketing, communications, public relations, events and customer experience, Bartley is known for transforming ideas into programs that deliver measurable business results while reinforcing long-term relationships. She is passionate about helping customers succeed and believes that listening, innovation and collaboration are the foundation of lasting growth. She has also championed partnerships with organizations such as Susan G. Komen and Tunnel to Towers.

Andrea Blackbourn executive director, FCIF

Helping flooring employees through their darkest days—that is what Andrea Blackbourn focuses on each day. Blessed with an amazing combination of boundless energy, non-profit expertise and limitless passion, she has taken the reins of the Floor Covering Industry Foundation and made a dramatic difference. Since being appointed as executive director in 2016, she has elevated the organization’s relevance and more than increased the non-profit’s revenue and impact to individuals exponentially. Her 17-year career in philanthropy and marketing includes previous roles at United Way. A cancer survivor herself, Blackbourn is especially enthusiastic about FCIF’s mission to help flooring families who are battling catastrophic illnesses, disabilities and injuries.

Dori Blitzstein vice president, Roesel-Heck Co.

Dori Blitzstein and her husband, Rob, are owner-operators of their Maryland-based distributorship Roesel-Heck and involved in every aspect of the company. Dori travels with her sales team to see customers, goes on the road with her specifications rep to meet architects and designers, pulls inventory and picks up the phone to take orders. She has even learned how to drive a forklift. Her and Rob’s philosophy is simple: Cultivate relationships and effectively manage expectations with suppliers/vendors while going above and beyond to service clients. Dori is also a former president of NAFCD and current board member for Women in the Floorcovering Industry.

Lisa Browning executive director, National Floorcovering Alliance

Lisa Browning grew up just outside of Dalton. Her floor covering career started as the credit and claims manager at Interloom Mills located there. Her roles continued to grow from there, including a stop at Abbey Carpet and Floor, until in 2006 Browning joined the National Floorcovering Alliance (NFA) as executive director, where she remains today. Browning has said the best part of her job is working with NFA members, witnessing first-hand the passion they have about their businesses and their willingness to share with each other.

Allie Bruski vice president of marketing and design, Milliken

There are few in the industry that can tout the kind of experience that Allie Bruski can. A fourth-generation leader in flooring, Bruski began her career in flooring at the ripe old age of 11, filling online sample requests for Anderson Hardwood. Over time, Bruski has held esteemed positions at some of the largest manufacturers in the industry. Today, she is spearheading marketing and product design at Milliken, a powerhouse in the flooring industry.

Ashlie Butler president, Bob’s Carpet & Flooring

As Bob’s Carpet & Flooring approaches its 60^th anniversary, Ashlie Butler is leading the company toward that diamond milestone as its third-generation leader. Overseeing 17 locations, Butler continues her family’s legacy while guiding the business through an ever-changing market. Serving both residential and commercial customers throughout Tampa Bay and Central Florida, the company has weathered its share of challenges—including the pandemic, when Butler helped ensure that the business remained a trusted resource for its community. Today, Bob’s Carpet continues to thrive under her steady leadership.

Anne-Marie Cowart senior vice president, Shaw Flooring Network

Anne-Marie Cowart has one of the longest-running tenures of anyone in the industry—especially at a single company. She joined Shaw in 2001 as regional operations manager and from there held various roles that only helped strengthen Shaw along the way. Today, she boasts 25 years at the company and some of the most impressive experience of any executive in the space. There are few who don’t know Cowart, and the industry would do well to keep their eye on what she brings to the table next.

Deb DeGraaf owner, DeGraaf Interiors

Since starting with her dad 25 years ago and as one of the owners of DeGraaf Interiors, Deb DeGraaf has had the opportunity to wear many different hats—from assisting homeowners with product selection to working as a support system for employees. In 2016, DeGraaf Interiors joined the National Floorcovering Alliance (NFA), which has had a great impact on the business through the priceless relationships and best business practices she has been able to learn from and share. She has also served as chair of the World Floor Covering Association and Floor Covering Education Foundation.

Lauren Delée business development manager IP, Unilin Technologies

Lauren Delée jumped into her role at Unilin at the start of the pandemic, but she hit the ground running and never looked back. Among her responsibilities are helping companies select and implement the appropriate locking system and manage relationships with licensees and industry partners. She also educates the market about the differences in locking systems. She has embraced this industry with both hands and proven her leadership is incomparable.

Jackie Dettmar vice president of marketing, design and product development, Mohawk Group

With more than 30 years of diverse experience in the flooring sector, Jackie Dettmar is a proven leader who drives design, sustainable innovation and operational excellence. A true industry trailblazer, she began her career by joining Karastan as the first female manufacturing management trainee ever. This foundational manufacturing background, combined with her perspective as a “creative scientist,” enables her to develop innovative commercial flooring solutions that protect environmental resources and human wellbeing. Leading a 150-person team, Dettmar champions an inspiring, diverse workplace while crafting world-class products and experiences.

Tina Keeton Emery director of business development, Versatrim

With 23 years in the flooring industry, Tina Keeton Emery has been a driving force behind Versatrim’s growth, innovation and customer-first culture. She is a trusted brand ambassador whose integrity, strategic vision and unwavering commitment to excellence have earned the respect of customers, colleagues and industry partners alike. She is the voice of the customer within Versatrim, helping shape product innovation while cultivating lasting relationships with retailers, distributors and manufacturers. Keeton Emery played a pivotal role in expanding Versatrim’s portfolio through the integration of Artistic Finishes, transforming the company into a true one-source provider for floor moldings, stair treads, accessories, hardware and solid wood solutions. She continually inspires those around her through mentorship, collaboration and an exceptional work ethic.

Amie Gilmore director, Informa Markets

Amie Gilmore has been the driving force behind The International Surface Event (TISE) for more than two and a half decades. Gilmore’s impact on TISE has been nothing short of extraordinary. She masterfully orchestrates an annual trade show that draws more than 20,000 attendees, managing everything from venue contracts and floor planning to marketing strategies and sales management. Her comprehensive understanding of the flooring, stone and tile industries, combined with her natural ability to build lasting relationships with exhibitors, partners and media has been instrumental in TISE’s continued success.

Carolyn Haicl senior vice president of marketing and brands, Shaw Industries

Carolyn Haicl is a brand builder. With her vast experience with venerable brands like Electrolux and Dr. Scholl’s, she is shaping one of the industry’s largest suppliers and its brand portfolio—Shaw Floors, COREtec, Anderson Tuftex and Philadelphia Commercial. She is doing that by focusing on the industry’s independent retail community, building stronger relationships to help drive better business.

Laurel Hurd president/CEO, Interface

Laurel Hurd leads the company’s strategic vision and drives growth. Hurd is responsible for accelerating the overall Interface global business, developing top talent and high-performing teams, driving a customer-centered philosophy and delivering on Interface’s mission to become a carbon negative enterprise by 2040. She was named CEO in April 2022. A results-driven leader, Hurd brings 30 years of sales management, product development and brand stewardship experience to Interface. She has a proven track record of driving profitable growth through innovation and global expansion and is regarded by her teams and co

Danielle Hunsicker COO, Diverzify

Over a 20-year career spanning leadership roles at PPG Industrial Coatings, Dal-Tile and Ardex Americas, Danielle Hunsicker has become one of the most respected operators in the flooring industry. Since joining Diverzify in 2022, she’s played a pivotal role in growing the company into the nation’s largest commercial flooring and interior solutions provider, known for her strategic thinking and operational excellence. Beyond her impressive career, Hunsicker is a genuine advocate for women in flooring through her work with WIFI and her mentoring of others.

Laetitia Kimblad director, flooring technology, Välinge

Laetitia Kimblad blends materials engineering, product innovation and customer-focused technology development with a strong market perspective and proven ability to turn new technologies into successful products. She is responsible for driving and coordinating the development and commercialization of next-gen flooring technologies. This includes advancing the company’s portfolio of high-performing locking systems as well as the strategic development of core innovations such as Liteback, Woodura and Wood Powder Laminate. Under her leadership, the company has introduced installation technologies that deliver features such as enhanced watertightness, increased robustness and simplified installation of flooring patterns.

Jan Luan owner/president, SLCC

Jan Luan founded SLCC in 2010 in the U.S. utilizing factories she owned overseas. At the time, she completely built the company from the ground up—from design and marketing to creating a sales team to opening a distribution facility. Over time, the company has expanded into a globally recognized brand by offering a diverse portfolio of products and price points. SLCC continues to strengthen the relationships and reputation Luan helped to build within the industry, which remain the pillars of its success.

Whitney LeGate senior vice president, commercial product, Mannington

Few in the commercial space can say they don’t know Whitney Le- Gate. Her 27-year tenure at Mannington has paved the way for her true expertise to shine. She has held various positions but has shined on the commercial side of the business for nearly a decade—and it shows. Few are as knowledgeable about the industry and as free with their insights as Whitney. She is a true leader in this industry.

Julie Foster Leigh director of marketing, Novalis

Novalis Innovative Flooring is just over 40 years old, and Julie Foster Leigh has been on the team for half of that time. One of its true steadfast supporters she continues to lead with her heart and her finger on the pulse of the industry. She’s built a relationship-first career that has only thrived in this industry.

Marlene Morin senior director of floor coverings, Sika

Marlene Morin leads the team that develops and sells Sika’s tile-setting materials, floor covering adhesives and surface-preparation products. Her two decades with Sika provide valuable insight for the company’s premier floor covering installation materials brands. Morin nurtured a reputation in the U.S. market as a customer-first leader, devoting a large portion of her time to working in the field and strengthening Sika’s partnerships.

Kelly Oberschlake vice president of sales, national accounts, Mohawk

With nearly 30 years of industry experience, Kelly Oberschlake has held various positions within Mohawk, including director of sales operations, where her sales forecasting skills and strategic growth plans were recognized and she quickly moved up the ladder to become senior director of residential sales, managing sales, communications and relationships for Mohawk’s partnership with Lowe’s.

In her current position, she leads national programs and customer relations where her managerial and liaison expertise is highly valued. Oberschlake has been honored with prestigious awards such as vendor of the year and partner of the year.

Stephanie Owen president/CEO, NWFA

Stephanie Owen was named president and CEO in 2025 after joining the organization a decade earlier. In those 10 years, Owen has held a variety of roles, including education and member engagement director, vice president of education and executive director of the Education and Research Foundation. Her deep understanding of the wood flooring industry make her an invaluable part of the NWFA team. During her time at NWFA, Owen has strengthened the association, helped advance the wood flooring industry and supported members and staff in meaningful and impactful ways. She has also dedicated a lot of focus in the development of NWFA’s online university as well as its inaugural Leadership Development Summit.

Celine Quervel managing director, Classen Group

Celine Quervel is blending heritage with innovation. As a third-generation leader of Classen—one of Germany’s flooring pioneers—she’s bringing fresh energy to a company over six decades old. Classen, once known for its global laminate dominance, has now expanded into cutting-edge PVC-free flooring (Ceramin), and Quervel is leading this evolution. Under 30, she’s already making waves—traveling worldwide and infusing the business with forward-looking strategies and guiding Classen into a modern era, ensuring it remains both relevant and bold on the international stage.

Olga Robertson president, FCA Network

Olga Robertson, the only female president of a retail buying group in the industry, has been with FCA Network since its inception in 1998. She has a reputation as one of the toughest negotiators in the industry, advocating for her members on all things. For the group, Robertson is steadfast in her belief that the FCA Network helps support her retail members through extraordinary buying power, partnership and individualized branding. Over nearly three decades, she has helped push FCA Network into the future with new programs and campaigns focused on building business and drawing younger entrepreneurs into the industry, growing the group’s membership and much more. Robertson’s influence continues to reach far and wide.

Allison Rea vice president of marketing, FEI Group

Allison Rea joined the FEI Group almost 25 years ago and today specializes in brand building and strategy, website strategy and development, search engine optimization, email marketing, business development and more. She is being recognized because of her commitment, dedication and selflessness. Rea has been an invaluable resource, guide and sounding board for the FEI Group membership over the course of her career. Her willingness to learn, adapt readily to change and devotion to her teammates helped her carve a unique path in this industry.

Jenne Ross product director, Karndean Designflooring

Jenne Ross has spent more than a decade helping to shape not only Karndean’s product design and direction but helping to strengthen the company’s relationships with its independent retail partners. In fact, it’s hard to find another supplier of Karndean’s caliber— not only in product creation but in customer service. Flooring retail owners across the country continuously tout Karndean’s level of personal care, and much of that comes down to Ross’ unmatched leadership.

Amy Rush-Imber editor in chief, Floor Covering Weekly

Amy Rush-Imber has spent her career in publishing in the home interior space. For more than a decade, she has directed FCW’s content and helped develop FCW’s custom content programs. She helped lead the magazine redesign and continues to be a steward of the flooring industry, attending as many events as almoast anyone. Prior to Floor Covering Weekly, Rush-Imber owned a creative consulting firm for several years contracting with home furnishings companies for communications and public relations.

Tressa Samdal senior director of marketing & product management, Florida Tile

Tressa Samdal is a known entity in the flooring industry, having brought her enthusiastic leadership to some of the best brands in the business. Today she’s revitalizing Florida Tile, infusing fresh ideas, strong professionalism and energy that drives meaningful change. Since joining the company’s leadership team, she has made a significant impact through her vision, creativity and strategic approach to marketing and product development. Most importantly, Samdal’s enthusiasm and commitment inspire those around her, while her professionalism and leadership continue to raise industry standards.

Kristen Stensby co-founder, Showroom Pricing

In January 2020, just before the height of the pandemic, Kristen Stensby launched a game-changing technology that promised to ease some of the burdens of the independent flooring retailer. One of those burdens was price changes. Little did she know the technology would be a game changer during a time when price changes became the new normal. Since then, Stensby has continued to innovate and bring new technologies to the independent retailer that not only help them run their businesses but grow them as well.

Maud Swalens marketing director, COREtec

As an original member of the USFloors team, Maud Swalens was instrumental in creating the identity around the force that is COREtec. Today, as director of marketing, Swalens works tirelessly making COREtec more meaningful to its customers. Her deep knowledge and historical perspective of the brand, coupled with her excitement for its evolution, is a contagious spirit that’s felt every day at Shaw. Swalens isn’t just passionate about COREtec; she is a selfless and committed community and corporate volunteer, leading initiatives such as Shaw’s True North mentorship program for women early in their careers. She also serves as an Education Member and co-chair of Shaw’s WiN (Womens Innovation Network) Associate Resource Group.

Lauren Voit co-owner, Great Western Flooring, Naperville, Ill.

Lauren Voit has made a significant impact since taking on the role of president in 2015. Under her leadership and that of her sister, Dana Park, they achieved remarkable success. Voit is also a mother, a millennial and the youngest person to hold the position of chairperson at World Floor Covering Association (WFCA). Voit joined the WFCA in 2018 and swiftly rose through the ranks. She is passionate about the industry and the people who rely on it for their livelihood.

Reid Waxman director of dealer operations, Leap Tools

An unsung hero in the flooring industry, Reid Waxman oversees the company’s relationship with independent flooring dealers. She also co-hosts Roomvo University, a monthly webinar series, and also sits on the NAFCD board. Reid is also active in the Women of the Floor Covering Industry. Whether she’s traveling across the country to meet new and potential clients or working hard to make sure an existing customer has the tools he or she need to be successful, Reid is an immoveable force of progress in an industry slow to embrace technology. And she does it all with the retailer at heart.

Kaye Whitener executive director, FCEF

Kaye Whitener has early childhood memories playing hide and seek among the carpet rolls in her dad’s warehouse. She grew up in the floor covering industry developing both a strong commercial background and a highly successful retail career prior to joining the WFCA. As a female, it’s not always easy working in this industry; however, with applied determination (and her mother’s stubbornness) she has developed a successful career that continues to teach her new lessons after 38 years. Whitener was the first employee the Floor Covering Education Foundation hired and is an invaluable asset to its work developing pathways for a new generation to enter this industry. Her passion and drive for the foundation’s mission are truly what is needed to make a difference.

Christine Zampaglione VP of marketing, Stanton Design

Christine Zampaglione has played an instrumental role in helping shape and elevate the Stanton brand during a transformative period for its organization. As vice president of marketing, she has brought a clear strategic vision, creativity and an unwavering commitment to innovation that has strengthened Stanton’s position within the flooring industry. From leading key rebranding initiatives to enhancing the company’s product storytelling, digital presence and overall customer experience, Zampaglione has helped modernize how Stanton connects with both consumers and retail partners. She has made a lasting impact not only on Stanton, but also within the flooring industry through her forward-thinking approach and dedication to excellence.

Michele Zelman public relations

For the past 30 years, Michelle Zelman has spearheaded public relations, first for Armstrong’s flooring division and now for AHF Products. Her goal has always been simple: help flooring brands tell their stories, strengthen their reputations and create opportunities for growth. Her approach to PR has never been about getting headlines; rather, it’s about earning trust. Zelman helps clients tell authentic stories that resonate with customers while honoring the legacy of iconic brands like Armstrong Flooring and Bruce. What sets her apart is experience, a commitment to service and a focus on creating meaningful communication—not just publicity.

Jennifer Zimmerman chief commercial officer, AHF Products

Jennifer Zimmerman drives commercial strategy at AHF Products, leading growth, brand development and customer expansion with a strong foundation in legal expertise and business leadership. Since joining as general counsel during the company’s formation, she has helped double its customer base and grow the brand portfolio to 14. A proven leader in a traditionally male-dominated industry, she brings a kind spirit and unmatched thought leadership to the industry.

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