Executive forecast 2026: Resilient remains industry driver

After several years of economic swings, shifting consumer priorities and ongoing channel disruption, the resilient category enters 2026 at a critical inflection point. Rates have lowered but not settled, demand is uneven but growing and innovation continues to accelerate as manufacturers eye the future.

To understand what comes next, FCNews spoke with eight leaders across the resilient categroy—executives who are shaping product strategy, navigating global supply chains and listening closely to retailer and consumer behavior.

Their perspectives reveal a market preparing for recalibration rather than retreat: cautious optimism, renewed focus on value and a clear expectation that technology and performance will carry more weight than ever.

Yon Hinkle
vice president, product management – resilient
AHF Products

What is your projection for the category in 2026?

I think there’s a steady growth trajectory, but there’s definitely some headwinds in the market. But on the resilient side, we’re still going to see some growth. I think resilient continues to show strength, but the residential remodel, multifamily housing, specified businesses is going to drive demand.

What will be some of the biggest challenges in 2026?

We made an acquisition in Cartersville, Ga., which is now a two-edged [sword]. There’s a great benefit to that—we’re going to be able to provide directly manufactured, domestically made rigid core products. However, the challenge with any acquisition is integration.

How do you think those challenges need to be addressed?

In our case, our value proposition is that we’re made domestically. So that really puts us in a good position to reassure our customers that they don’t have to worry about uncertainty of deliverability or price changes.

What will be the biggest opportunities for 2026?

Our biggest opportunity is going to be with our Cartersville acquisition. This is huge. If you look at resilient residential, 80%+ is the rigid core category, which we didn’t make before. This also legitimizes Armstrong Flooring on the residential side of the business. Our ability is now to not only produce [the product] and get a more direct line to our customers, but also to innovate in that space.

What are your biggest initiatives for 2026?

On the commercial side, we continue to invest. We continue to add from a resource standpoint. That will be a big part of our business. And then advanced product programs that are unique in the industry that our customers can’t get elsewhere. But it’s about the Cartersville acquisition in a major way.

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Doug Jackson
CEO, Cali

What is your projection for the category in 2026?

I predict steady growth. The resilient category will continue gaining share because it solves real problems; it’s waterproof, durable, affordable and it looks good. The fundamentals haven’t changed. As housing activity picks up and consumer confidence stabilizes, resilient will be there. Maybe not a boom year, but solid, sustainable growth.

What will be some of the biggest challenges in 2026?

We’ll still be dealing with economic uncertainty and material costs. Tariffs, supply chain volatility, inflation—all of it impacts pricing and margins. Competition is fierce. Every manufacturer is chasing the same customers with similar products. You have to differentiate or you’re just competing on price.

How do you think those challenges need to be addressed?

Focus on what you can control. Build strong relationships so you’re not caught off guard by supply issues. Invest in product quality and design so you’re not just another commodity option. Support your retail partners with tools that help them sell—not just product, but actual sales support. And be realistic about pricing.

What will be the biggest opportunities for 2026?

Keep an eye out for premium products. Customers who are buying want quality, not just the cheapest option on the shelf. WPC is a huge opportunity. We’re launching Longboards Icons, which brings premium WPC construction to one of our most popular lines. That’s where the market is headed. We’re also looking to improve collaboration with retail partners. The brands who listen and adapt will win.

What are your biggest initiatives for 2026?

We are expanding our hardwood program and introducing premium vinyl like Longboards Icons. We’re also focused on strengthening partnerships, giving them better tools, better support and products built around what they’re actually asking for.

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Jimmy Tuley
president, residential business, Mannington

What is your projection for the category in 2026?

I think the resilient category is going to be a leader overall. It has been for several years. I think it’s going to continue to be a leader. I don’t think the market’s going to grow next year, or if it is, it’s going to be very, very mild.

What will be some of the biggest challenges in 2026?

Supply chain uncertainties have been a big issue for several years now, and I think that that’s going to continue to be the case. Tariffs and uncertainty caused at least a lot of hesitation in the category. I think managing your supply chain, making sure that you don’t get overextended, is certainly a concern.

How do you think those challenges need to be addressed?

For us, we’ve worked to make sure we have a flexible and reliable supply chain. We’ve tried to make sure that we have some supply from multiple regions and multiple suppliers. Being flexible and staying as connected as you can with the movers and shakers that are making the products in the rest of the world has been really important.

What will be the biggest opportunities for 2026?

For us what’s been very, very important is to really make sure we’re providing what we call ‘Meaningful Innovation.’ We’ve moved away from working a lot on constructions and really focused more on how we can make the product more beautiful. We’ve really been able to make some big moves, and this next year we’re going to be pushing technology around some really interesting things with LVT.

What are your biggest initiatives for 2026?

We have a pretty stable, high-performing set of products in the markets now that customers can trust. And from a technology perspective, we see the opportunity to innovate in the visual, in realism.

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Bill Anderson
CEO, Karndean

What is your projection for the category in 2026?

The resilient category will continue to grow in square feet, but at a slower pace than recent years. ASP will continue to rise. While that may inflate revenue numbers, it will likely be a result of tariffs, which could challenge profitability.

What will be some of the biggest challenges in 2026?

Tariffs. New construction/existing home sales. Interest rates. Labor and workforce costs.

How do you think those challenges need to be addressed?

A continued focus on reducing supply chain costs; monitoring all non-sales related activities. We’ll continue offering high-quality luxury vinyl options for any potential need, residentially and commercially. That means beautifully crafted wood and stone designs available in three installation formats, all backed by a lifetime residential warranty.

What will be the biggest opportunities for 2026?

We’ll work closely with our retail, commercial and distribution partners to understand how we can support their biggest needs with products and services.

What are your biggest initiatives for 2026?

Product launches. Ensuring sales and marketing efforts align with the needs of our partners.

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Adam Ward
vice president, resilient Mohawk

What is your projection for the category in 2026?

I think there’s opportunity for it to be down. If nothing changes—if we continue to have higher rates, if we continue to have just more of the same—I think we would continue to be down. I think if we get some positive news, in the back half of the year you could see some positive comps.

What will be some of the biggest challenges in 2026?

We’ve got geopolitical issues. Unrest. Higher rates. Inflation, which has been a common topic since ‘22 and will continue to be into the next year. You’ve still got housing at record highs with high interest rates. The job market [uncertainty]. So all of those things are going to play into people’s decision to remodel or buy.

How do you think those challenges need to be addressed?

We’ve had several rate decreases. I saw a report that mortgage rates are the lowest they’ve been in quite a while. We still need some more cuts before that really hits home, but those are positive moves.

What will be the biggest opportunities for 2026?

Home sales have been in record lows for quite a while now. We are starting to see some positive momentum. Those rates have come down. People are more willing to buy. I would say we’ve started to see some positive movement.

What are your biggest initiatives for 2026?

We have a nice big slate of new Pergo introductions in WPC for the market this year. And then we have some additional SPC adds that will continue to build on a lot of the things we talked about in ‘25 that fit in with our SolidTech brands and then our Pergo brands. And then we have extensions coming into Karastan that we had successful WPC launches as well.

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Steve Ehrlich
vice president, business & operations Novalis

What is your projection for the category in 2026?

We’re expecting mild to modest growth across the resilient category, particularly in rigid core and glue-down LVT. Rigid will continue to lead on volume, while glue-down remains essential in commercial and specified multifamily. Overall, LVT should see steady mid- to high-single-digit growth.

What will be some of the biggest challenges in 2026?

Pricing and supply volatility. Tariffs, sourcing shifts, freight fluctuations and raw-material costs will continue to drive uncertainty. Installation quality and claims. Differentiation in a crowded field. Performance, certification and service will matter more than ever.

How do you think those challenges need to be addressed?

Strengthen supply chain strategy. Win on value, not “cheap.” A good/better/best structure protects margins—especially when entry-level price points are under pressure. Reduce claims through spec discipline and education. Standardizing minimum specs—and enforcing QC helps prevent avoidable failures.

What will be the biggest opportunities for 2026?

Share gain from other flooring categories. Resilient is still positioned to take share from laminate, hardwood and tile thanks to waterproof performance, durability and value. Premiumization: More realistic wood and stone visuals, better texture alignment, larger formats and performance-driven features will fuel the next wave of step-up products.

What are your biggest initiatives for 2026?

We’re focused on de-risking our supply chain and stabilizing costs by leveraging both domestic and international manufacturing strengths. On the product side, we’re pushing innovation in performance and realism—including improved click systems, enhanced dent resistance, quieter constructions and visuals that continue to raise the bar.

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Rod MacLeod
director – resilient category, Shaw

What is your projection for the category in 2026?

The resilient flooring market is expected to continue gaining share in 2026, supported by retail and builder preferences for high-performing, low-maintenance products with trend-forward designs. With anticipated interest rate cuts and signs of inflation stabilizing, category growth will be influenced by consumer demand.

What will be some of the biggest challenges in 2026?

Challenges for the resilient category in 2026 include economic pressures from high interest rates and inflation affecting residential remodeling, supply chain disruptions and tariff volatility, and rising raw material costs.

How do you think those challenges need to be addressed?

Despite the many challenges facing the category in 2026, our focus will be on strategic preparation and proactive tariff monitoring. We can lean into our diverse portfolio of products, made in the U.S and internationally, to offer our customers a range of flooring solutions that meet their specific needs.

What will be the biggest opportunities for 2026?

We anticipate growth in residential renovation and remodeling, which heavily relies on resilient flooring. COREtec will continue to be leveraged as a leading brand for resilient, maintaining its reputation as the original 100% waterproof flooring option, a key selling point for the category. Additionally, Shaw Floors resilient products will offer excellent, well-rounded options.

What are your biggest initiatives for 2026?

In 2026, we’re excited to introduce key products that fill gaps in our portfolio and strengthen our offerings. Our new COREtec introductions bring fresh style, design and innovation into the lineup. We’re equally thrilled about our Pet Perfect luxury vinyl introductions, which are proudly produced domestically in Ringgold, Ga.

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Jason Surratt
president, Tarkett Home

What is your projection for the category in 2026?

The market should continue to see growth in the upcoming year as LVT/ Rigid products continues to take overall market share

What will be some of the biggest challenges in 2026?

Stability of supply chain could be a major challenge. It has crisis after crisis since the pandemic. As the market begins to bounce back, service will be critical.

How do you think those challenges need to be addressed?

Having a strong strategic plan and contingency planning will help mitigate supply chain disruption. Knowing how to quickly and efficiently pivot in the short term can limit issues.

What will be the biggest opportunities for 2026?

Stability of supply chain. Since the pandemic, there has been a slurry of issues: container shortages, port labor strikes, tariffs, etc.

What are your biggest initiatives for 2026?

Tarkett Home wants to continue to invest in independent retail. We have beautifully designed products with unique selling propositions to the consumer—getting more placement nationally to extend that into more households is key.

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Q&A: Scott Humphrey details new book ‘Leadership by the Letter’

If there’s one person that personifies exemplary leadership in the floor covering sector, it’s safe to say that most industry observers would cite Scott Humphrey, CEO of the World Floor Covering Association (WFCA). Since joining the WFCA in 2013, Humphrey focuses on making an impact in the industry has shaped the organization’s DNA.

Whether it’s his daily doses of motivational phrases, his thought-provoking stories and anecdotes—or his keynote speeches at key industry events—Humphrey has a demonstrated a knack for conveying inspiring messages that resonate with people from both a business and personal perspective.

To that end, FCNews recently caught up with Humphrey to discuss the inspiration behind his new book, “Leadership by the Letter.” Following are excerpts of that discussion:

What inspired you to write “Leadership by the Letter?”

I love leadership. It has shaped my entire life, and it allowed me to turn this book into a true passion project. A blog post I wrote in March 2020, Leadership Live, sparked the idea and it grew from there. The people who made the biggest impact on my life were leaders, starting with a youth minister who inspired me early on.

I have always loved the moment when you tell a story and you can see the light go on for someone. When the message connects, it makes a difference. The biggest issue in our industry today is a lack of leadership. After 55 years in this business—starting in my dad’s carpet mill at age 7, working as a sales rep for Shaw, leading leadership development and running Shaw’s aligned program SFN, then joining WFCA 13 years ago—I wanted to create something lasting that reinforces what I share when I speak.

How is the book structured?

The book includes 52 chapters, one for every week of the year. Each chapter is tied to a letter of the alphabet and a core leadership concept. Every chapter is concise, about three pages, with a focus on simplicity and clarity.

Why did you choose an A-to-Z format?

We tend to complicate leadership, but most people already know the right thing to do. Leadership is often common sense, but it is not common practice. The A-to-Z format keeps things simple and provides a clear framework. It gives readers a full year to focus on 52 attributes that can truly change how they think and live.

What sets this book apart from other leadership books?

The book is simple, practical and filled with true stories and illustrations, because that is how people learn. Simplicity is my word for 2026. I wanted to take leadership principles and make them easy to apply. This book is not theoretical. It is written for anyone serious about becoming a better leader and a better person.

How does the book connect to your work at the WFCA?

Several years ago, WFCA recognized the need to do more leadership training and created the SEAL program led by Mark Miller and Randy Gravitt of Lead Every Day. Both are respected authors and leadership trainers with experience developing leadership programs at Chick-fil-A. The SEAL Leadership Academy is a self-guided, four-month program with more than 50 modules focused on leadership and business development.

Everything WFCA teaches is built on the belief that leadership shapes outcomes, teams, industries and individuals. This book reinforces those principles and provides a yearlong leadership development tool readers can use at work, in their communities and at home.

Who should read this book?

Anyone serious about being their best can benefit from this book, both inside and outside the flooring industry. Leadership is not about a title or position. It is about impact. This book is written for anyone willing to commit a full year to becoming a better leader.

Where can readers find “Leadership by the Letter?”

The book is available now on Amazon.

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Executive forecast 2026: Minor soft-surface rebound ahead

It’s carpet’s turn to make hay in 2026. That’s according to some carpet executives who suggest that after several years of inflation, high interest rates, a stagnant housing market, shifting consumer spending and tariff challenges, the soft surface segment will be back in the black with a small percentage increase in dollars predicted.

Len Andolino
president, Couristan

What is your projection for the carpet industry for 2026?

Optimistically, I see 2026 as the bounce back year for the soft surface segment of our industry. I foresee a tight (flat) first six months of 2026, but the third and fourth quarters in 2026 could bring high-single-digit, possibly low double-digit growth industry wide, if all the stars align.

What segments/products will fuel industry growth?

The luxury housing market has not seen the same drop in sales as other segments of the housing market; as a matter of fact the luxury housing market is strong and should continue that path into 2026.

Where do you see opportunities/challenges for next year?

The luxury market does well when we can attract and convert aspirational consumers. If the economy picks up, affordability concerns ease, the ability to borrow improves, then we should have many opportunities in 2026. There is pent-up demand in this segment. Challenges will persist if the tariff uncertainty continues, the interest rates stay high and if the U.S. dollar weakens further against other foreign currencies.

What are some of your company’s biggest initiatives for 2026?

We are celebrating our 100th anniversary in 2026, so we have some exciting initiatives for 2026. Our company was founded in the handmade, hand-knotted area rug segment and 2026 will see the continuation of the transition we started a few years ago to move back into the better-end handmade rug segment. We are committed to bring affordable luxury handmade area rugs back to our brick-and-mortar retail partners.

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Joe Semaan
president of residential carpet, Mohawk

What is your projection for the carpet industry for 2026?

We expect modest growth, though the outlook varies by segment. The commodity and value-oriented categories should remain steady as replacement cycles continue and affordability pressures drive consumers toward practical, price-conscious solutions. The mid-market is likely to see the most competitive environment as consumers balance budget sensitivity with a desire for better performance and desgin.

What segments/products will fuel industry growth?

Several factors will shape performance in 2026: the strength of the housing market, particularly remodel activity, ongoing cost inflation and supply chain normalization, consumer sentiment and increasing interest in sustainable materials.

Where do you see opportunities/challenges for next year?

One of the biggest opportunities lies in helping consumers better understand the advantages of carpet: its comfort, quietness, warmth and ability to create inviting spaces. Retailers who effectively demonstrate these benefits can drive higher conversion. The premium and luxury categories continue to offer strong potential as well. The primary challenge is uneven demand across different price tiers. The value and mid-market segments continue to be influenced by broader economic factors: interest rates, consumer confidence and the pace of housing turnover.

What are some of your company’s biggest initiatives for 2026?

Our focus is on strengthening the entire carpet portfolio—from opening price points through premium offerings—to ensure we’re meeting the full spectrum of consumer and retailer needs. That includes simplifying our lineup, sharpening our value propositions and introducing constructions and colorations that better align with what today’s shoppers are looking for.

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Jamie Welborn
vice president of carpet product, Shaw

What is your projection for the carpet industry for 2026?

The residential carpet industry has struggled to grow since the post-COVID-19 boom in 2022. Inflation, slow housing starts, lower apartment vacancy rates and continued hard-surface growth have impacted sales. We are hoping for a rebound in 2026, but it most likely won’t come until the back half of the year; therefore, I see a flat market at best, with a slight chance it will be slightly down.

What segments/products will fuel industry growth?

Growth in soft surface flooring will be driven mainly by the residential remodel segment and eventually supported by steady builder activity and stability within multifamily. Consumers are prioritizing premium products with design-forward styles, patterns and performance features such as solution-dyed nylon and PET fibers for durability and stain resistance.

Where do you see opportunities/challenges for next year?

Opportunities will be within the residential remodel demand. Challenges include affordability pressures from high living costs, tariff-driven inflation, labor shortages and ongoing competition from hard surfaces, requiring strong differentiation to maintain market share.

What are some of your company’s biggest initiatives for 2026?

Shaw’s carpet strategy will focus on driving growth through design and performance innovation, including innovations like LifeGuard, R2X stain and soil resistance, PetPerfect, our PET programs and promoting new product launches such as ColorWall and patterned styles.

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Drew Hash
president/CEO, Southwind

What is your projection for the carpet industry for 2026?

From an industry-wide standpoint, I expect the residential carpet category to grow modestly in 2026—up roughly 2% to 3%. After several years of elevated interest rates and slowed turnover, we’re finally starting to see stabilizing economic indicators and improving consumer sentiment. Carpet continues to benefit from its strong value proposition, softness story and the comfort-driven trend that remains relevant for Southwind customers.

What segments/products will fuel industry growth?

Growth is likely to come from remodel and replacement, which continue to outpace new construction. Within soft surface, solution-dyed PET will remain the workhorse—delivering stain resistance, colorfastness and affordability that resonates with today’s consumer. At the same time, better-end goods, especially differentiated textures and patterned styles, should gain traction.

Where do you see opportunities/challenges for next year?

Opportunities lie in capturing pent-up demand as housing activity gradually improves and homeowners return to discretionary renovation projects. Southwind retailers will be able to lean into design-forward PET solution-dyed carpet, simplified selling systems and strong in-stock positions. Challenges include ongoing margin pressure from freight, labor constraints in installation and continued competition from hard surface. Also, many economists predict new home construction headwinds in 2026.

What are some of your company’s biggest initiatives for 2026?

In 2026, Southwind will focus on broadening our soft surface portfolio, including enhancements across our solution-dyed PET offering and continued momentum in better-goods and patterned styles. On the hard surface side, we’re expanding our IntelliCore rigid core offering and adding new design-forward waterproof LVT collections. We’ll also help retailers tell a clearer “Southwind Story” on the showroom floor.

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Jonathan Cohen
CEO, Stanton

What is your projection for the carpet industry for 2026?

We expect the overall residential carpet industry to be modestly up in 2026, in the range of low single digits, roughly 2%-4% in dollars, with units relatively flat to slightly positive. After several years of headwinds driven by inflation, interest rates, stagnant housing market, shifting consumer spend and more recent tariff challenges, we view 2026 as a stabilization and rebalancing year.

What segments/products will fuel industry growth?

In 2026, we believe remodel and replacement will continue to be the primary engine of soft surface growth, more so than new construction. Homeowners who delayed projects over the last couple of years are starting to re-engage in targeted, “feel-better-at-home” updates and soft surface is a natural part of that story.

Where do you see opportunities/challenges for next year?

There is a big opportunity to reposition carpet and rugs as intentional design elements—pattern, texture and color that soften all the hard surfaces that have dominated the last decade. Noise reduction, underfoot comfort and a sense of warmth are increasingly tied to wellness at home. Soft surface can own this story when it’s communicated clearly.

What are some of your company’s biggest initiatives for 2026?

In 2026, our focus is on deepening our leadership in fashion-driven performance-oriented soft surface while making it easier for consumers, designers and retailers to bring those products to life. We’re focused on great design, education, merchandising and marketing support so our partners can confidently tell the soft surface story. We’re continuing to invest in high-style patterns, textures and performance products across broadloom, custom rugs and stair runners.

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Jason Surratt
president, Tarkett Home

What is your projection for the carpet industry for 2026?

We are optimistic that 2026 will mark a period of steady improvement in residential carpet sales, likely with single-digit growth. We anticipate that as interest rates continue to fall, consumer confidence will start to rebound, new construction will stabilize and residential remodel activity start to pick back up. Throughout 2026, we expect residential carpet sales to begin to recover from the last few years; homeowners that have been putting off projects will start moving ahead.

What segments/products will fuel industry growth?

Patterned, higher-end goods and multifamily will continue to be bright spots with carpet in 2026. When consumers see today’s modern patterns, they realize that they can now get the designer look without having to pay a designer price tag. While homeowners are investing in more premium, stylish options, we also see multifamily starting to gradually trade up.

Where do you see opportunities/challenges for next year?

We see residential carpet showing promising signs as consumers continue to recognize the benefits that carpet offers that hard surface flooring simply can’t compete with. Carpet that blends softness, performance and fits the lifestyle of today’s busy families—especially homes with pets and kids—will be a huge opportunity. From a headwinds perspective, we anticipate that consumers will continue to be more cautious with large purchases.

What are some of your company’s biggest initiatives for 2026?

We are going to continue to expand Tarkett Home’s carpet portfolio in 2026. Our newest carpet collection offers a balance of durability, comfort and softness for all members of the family. From tailored patterns that add subtle sophistication to plush textures, each style was designed to add a layer of warmth and quiet luxury into bedrooms, living rooms and family gathering spaces.

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T.M. Nuckols
president, residential division, The Dixie Group

What is your projection for the carpet industry for 2026?

I am projecting the residential carpet segment to be slightly up in 2026—low single digits on a percentage basis. I believe this will be back-end loaded with challenging conditions continuing in early 2026, followed by more consistent growth trends beginning midyear into the second half.

What segments/products will fuel industry growth?

The higher end will continue to outperform the rest of the market. Also, I am looking for improvements in new home and existing home sales, which will lead to a long-awaited turnaround in the residential replacement segment. How quickly this happens is dependent on what happens with interest rates and consumer sentiment through 2026.

Where do you see opportunities/challenges for next year?

With the tariffs from 2025 continuing into the foreseeable future, there should be good opportunities for domestic production. This should work in carpet’s favor, both in the synthetic and wool/decorative segments. But consumer sentiment and confidence are hard to predict. Do lower interest rates and pent-up demand outweigh the political noise and global unrest we are still seeing? How all these factors come together will ultimately determine the success of residential carpet and flooring.

What are some of your company’s biggest initiatives for 2026?

We will continue to focus on our high-end brands and differentiate ourselves through unique constructions, beautiful visuals and the best color lines in the industry. Our Step into Color campaign will highlight how we set ourselves apart with color, including custom color on our piece dyed nylon products.

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Retention marketing is the key to long-term success

In flooring retail, winning a new customer feels great. All your work in promoting your company, the brands you sell and the services you offer have helped you land a client. But what are your plans to keep them? That’s where the real profit lives. Customer retention—the ability to hold onto the clients you already have—is not just a buzzword. It’s a business strategy that drives referrals, repeat purchases and long-term growth.

Retention isn’t the responsibility of a single salesperson, marketing manager or owner. It’s everyone’s job. Salespeople initiate the relationship, installers interact directly with customers in their homes and office staff handle follow-ups. Everyone in your company touches the customer experience, and everyone can influence retention. In short, every touchpoint matters. Everyone in your store has the power to influence customer loyalty.

In order to appreciate why customer retention is so important, you need to fully understand why customers leave in the first place. Customers leave for simple reasons: they feel forgotten, neglected or undervalued. Sometimes, it’s as small as a lack of follow-up after installation. Other times, it’s poor communication or an absence of ongoing engagement. The truth is, once a sale closes, many flooring businesses stop communicating.

If your goal is to retain clients, you must actively reach out. If you do it right, your satisfied customers will come back.

Following are a few helpful tips to better retention:

1. Collect relevant contact information. Ask for emails at the point of sale or during installation scheduling. Incentivize it with a small gift certificate or discount. The key is to have a direct line with your customers.
2. Engage online. Social media is where customers spend time. Ask if they follow your profiles and offer to connect. Share photos of recent jobs and encourage them to post their own pictures. Make posting testimonials easy by showing them step-by-step instructions.
3. Monitor feedback. Check reviews daily. Use Google Alerts or social media notifications to see what people are saying. Respond promptly, thank customers for positive feedback and address complaints immediately. Unsatisfied customers leave and share their experiences — often loudly.
4. Leverage your installers. Flooring mechanics see the finished product firsthand. Have them take high-quality photos during installations. Share these images on your website and social media (with permission) and ask customers if they want their completed project featured.
5. Stay visible. Retention marketing works when you actively engage, rather than waiting for customers to remember you. Remember, retention marketing is not a one-off task but a continuous effort. Every email, social media post, follow-up call, and personal interaction builds loyalty.

If you want repeat business, you must go after it. Make retention marketing part of everyone’s responsibility, connect with customers where they are and make it easy for them to share their positive experiences. When done correctly, retention marketing turns buyers into long-term advocates, fueling sustainable growth for your flooring store.

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Lisbeth Calandrino has been promoting retail strategies for the last 20 years. To have her speak at your business or to schedule a consultation, contact her at lcalandrino@nycap.rr.com.

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Cyncly: Looking back to leap forward

One year can pass quietly or change everything. For Cyncly, the past 12 months have been defined by the latter. When Cyncly’s acquisition of Broadlume was announced in late 2024, the companies promised to accelerate innovation, unify a fragmented software landscape and build a future where dealers could sell faster, easier and smarter.

Project Summit, among other initiatives, were announced at Cyncly’s conference in May 2025.

What Mark Lukianchuk, general manager of Cyncly Flooring, didn’t expect was how quickly that future would take shape. “I’m astounded it’s been a year,” he told FCNews. “It seems like it was only yesterday. We’ve just been so busy, and it’s been such an exciting time.”

Unifying people, technology

The alignment that brought the companies together in the first place—a shared desire to deliver “a complete, integrated platform that really would help flooring dealers be more effective”—became the foundation for what Cyncly spent the past year building via unification.

In the months between the December acquisition of Broadlume and the Cyncly Connect conference in May 2025, the teams focused on unifying their vision and deciding how best to utilize their strategies and combined strengths. “That time was really about integrating our visions, integrating our strategy, looking at where we could bring things together and take the best of everything,” Lukianchuk said.

Unifying the combined expertise of leaders like Carole Cross (Mobile Marketing), John Weller and Todd Saunders (Broadlume), for example, was instrumental in shaping the company’s strategy and roadmap. “We’re able to bring their perspective, their wisdom and their experience to bear,” he said.

Partnerships across co-ops, manufacturers and large dealer groups, too, not only remained intact but expanded as the combined organization strengthened. “We’ve maintained them and in fact grown them over the past year,” Lukianchuk noted.

Once people and partnerships were successfully melded, the next step was clarifying the company’s technology offering—more specifically, the future of Cyncly’s ERP portfolio.

With RFMS, Pacific Solutions and RollMaster already part of the family, the question centered around which path would best serve today’s—and tomorrow’s—flooring dealers.

The answer, it turned out, was no longer about updating past systems but creating a single platform flexible enough to support every category and business model the modern dealer manages. And so was born Project Summit.

Project Summit

Get an early glimpse of Summit at Surfaces 2026.

Project Summit is a new ERP built from the ground up. “We realized we needed to build a brand-new solution that was going to meet the needs of flooring dealers in the future,” Lukianchuk explained. “Most flooring dealers sell more than just flooring today, and most dealers do more than just residential retail today.”

On the technology side, the integration focused on stability, transparency and customer involvement. Cyncly now supports roughly 2,500 ERP customers and thousands of website customers across its various brands. “We’re maintaining all of [our ERP customers] until we’re ready for Project Summit [to officially launch] and we hope that our customers will join us on that journey, but there’s no risk there,” Lukianchuk said.

Development of the new ERP is not done in a silo, however, but with customer input through Cyncly’s new Co-Innovation Community, announced in 2025. So dealers aren’t just watching Summit develop—they’re helping design it. “It’s the opportunity for flooring dealers to help us actually design Project Summit, not just get demos,” he noted. “We have something like 300 members signed up, and at any given month probably 100-plus that are actively involved.”

Summit’s development roadmap spans through 2026, with major milestones scheduled along the way, but the release date won’t be dictated by internal deadlines. “It will be in market when it’s ready—and the people that will tell us it’s ready is the Co-Innovation Community,” Lukianchuk explained.

Dealers will get an early glimpse at Surfaces 2026, where Cyncly plans to offer a preview of what’s in store.

Digital retailing & AI

Blueprint AI

While Project Summit builds the foundation, digital retailing represents the future-facing experience Cyncly says consumers will increasingly expect.

Lukianchuk said he envisions a world where a customer can visit a dealer’s website whenever is best for them—even in the middle of the night—and experience the entire purchasing journey.

“What people want to have is an integration between the digital and the physical experiences,” he explained. “My vision is that at some point a consumer at two o’clock in the morning in their pajamas is able to go to a flooring dealer’s website look at realistic samples in their own room, order one of those samples, measure their space, check inventory, get a quote online, place an order and schedule installation all within the same session.”

The shift toward acceptance of these technological advancements is already underway, especially among next-gen leaders. “I find that they’re very interested in how they can use data to make better business decisions,” Lukianchuk said of those second- and third-generation retailers now taking ownership. “Or how they can use AI to streamline their operations and improve efficiency and improve margins.”

Indeed, AI is set to play an increasingly central role in that evolution. Cyncly’s Blueprint AI has already given flooring retailers a meaningful first-use case, but the company’s broader AI investment spans every category it touches. Lukianchuk pointed to AI Inspired to Design, launched earlier this year, which allows homeowners to scan their rooms with a LIDAR-enabled iPhone and generate a production-ready 3D space based on an inspirational image. The long-term goal is to bring that same AI-powered, multi-category design capability to flooring and beyond. “It’s a very different approach,” he said.

Looking ahead, the company’s north star remains unchanged. “It is really our core focus—helping our dealers do more, be more,” Lukianchuk stated. “We want to address the full consumer journey. We want to enable other spaces for living. We want to lead in technology. And we want to listen, engage and build enduring partnerships. The future is exciting.”

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Shaw names Russell Rogg VP of TotalWorx Accessories

Dalton—Shaw Industries announced Russell Rogg has been named vice president of TotalWorx Accessories, its brand of flooring accessories that supports professional installations and long-term performance for installers, dealers and end users.

Rogg will lead the TotalWorx Accessories product portfolio and guide long-term strategy. He will drive growth through innovation and improved customer experience.

Rogg will work closely with installation professionals, industry partners and channel customers. He will focus on strengthening training initiatives and deepening the brand’s connection to users. He will also focus on optimizing operations, expanding market reach and increasing customer value.

“TotalWorx Accessories is a critical part of our go-to-market strategy, providing the tools and solutions installers and customers need for successful installations,” said Herb Upton, senior vice president of product & innovation at Shaw Industries. “Russell’s deep experience in the flooring industry, combined with his strategic leadership and category management expertise, positions him well to lead the next phase of growth for TotalWorx Accessories.”

Rogg brings 33 years of executive leadership experience in flooring and building materials. He previously served as president of HMTX Contract + Trade and Metroflor Corporation, where he led both organizations and oversaw the merger of their business units. His background includes channel strategy, category management, product development and relationship building across retail, distribution and installation networks.

Rogg has served on the board of directors of the National Association of Floor Covering Distributors. Additionally, he received the Leadership in Action award. Rogg also recently completed a two-year term as chairman of the Resilient Floor Covering Institute.

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Milestone Earthen collection earns Product of the Year

Clarksville, Tenn.—Milestone, the manufactured brand of Florim USA and a leader in sustainable porcelain tile, announced that Architectural Record named its Earthen collection a 2025 Product of the Year. The recognition highlights innovation, design excellence and product performance within the construction and architecture industries.

Architectural Record’s program honors solutions that elevate the built environment. A jury of architects, designers and industry experts selects winners based on aesthetics, functionality, sustainability and technical advancement. Earning Product of the Year underscores Milestone’s commitment to design leadership and responsible manufacturing.

Earthen: The resurgence of earth tones

The Earthen collection embraces the demand for natural color and warmth in interior spaces. Inspired by clay and sunbaked landscapes, the palette ranges from terracotta and cool browns to soft greens, yellows and blues. The line creates a grounded aesthetic suited for kitchens, living areas, spa environments and commercial settings.

Earthen includes matte field tiles and distinctive deco pieces that add depth and character. Sizes include 3 x 12, 12 x 12 and 12 x 24 inches in the matte finish. The fluted deco is available as a 12 x 24 tile and the White Vintage Glossy deco is offered as a 3 x 12 tile. A 10 x 10 hexagon and a 2 x 2 mosaic in matte complete the size range. Grip-finish surfaces and durable 2-centimeter porcelain pavers support wet areas indoors and outdoors.

As a certified carbon-neutral collection, Earthen offers an environmentally responsible option for designers who want nature-inspired interiors and exteriors with minimal impact.

Milestone said the award reinforces its commitment to solutions that balance design, performance and sustainability as the industry advances toward thoughtful material choices.

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