Gerflor adopts Unilin Technologies’ ClickControl system

Wielsbeke, Belgium—Gerflor signed a licensing agreement to use Unilin Technologies’ patented ClickControl technology. The company will integrate the system into its flooring production process.

Unilin Technologies designed ClickControl to automate quality control and improve profiling operations. The technology aims to increase accuracy, efficiency and safety during quality assurance.

ClickControl automatically measures the precision of milled click profiles on floorboards. The system then verifies those measurements to help manufacturers maintain consistent product quality.

“Quality is at the heart of Gerflor’s strategy and ClickControl is a great example of how advanced technologies can support that ambition,” said Olivier Ceysson, R&D innovation and strategy director at Gerflor. “By integrating this solution into our production process, we can further enhance our quality assurance capabilities and ensure even greater consistency across our flooring products.”

Automated quality control

ClickControl measures flooring profiles without damaging the floorboard. Traditional quality control methods can require manufacturers to cut samples for inspection.

The technology also provides operators with feedback on milling-line adjustments. That information can help manufacturers optimize profiling settings during production.

“We are delighted to welcome Gerflor as a ClickControl licensee,” said Floris Koopmans, president of Unilin Technologies. “Gerflor’s decision to adopt our technology demonstrates the value that intelligent quality control brings to modern flooring manufacturing. We look forward to supporting their teams in achieving even greater levels of precision, efficiency and consistency in production.”

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Mohawk helps renovate Children’s Development Academy

Roswell, Ga.—Mohawk partnered with Sunshine on a Ranney Day to renovate the Children’s Development Academy. The project created refreshed, functional spaces for the school’s growing community of children, teachers and families.

The Children’s Development Academy is a nonprofit preschool serving low-income working families in metro Atlanta. The school serves up to 200 children each year, ages 12 months through 5 years. Its mission focuses on affordable early education for underserved children and support for their families.

“Sunshine on a Ranney Day and the Children’s Development Academy share a commitment to creating environments where children and families can thrive and we are proud that Mohawk could play a part in bringing this project to life,” said Victor Abelairas, president of resilient at Mohawk. “It is exciting to see these organizations come together to make a meaningful difference in the community.”

Renovation expands classroom space

Sunshine on a Ranney Day worked with Crosby Design Group and Randall-Paulson Architects on the renovation. The team updated a portion of CDA’s original building, which dates to the 1970s.

The project included updates to the lobby, hallways, community rooms and bathrooms. The team also converted an existing conference room into a classroom for 1-year-olds. The additional classroom will help CDA meet growing demand and reduce its waitlist.

“We love our partnership with Mohawk,” said Holly Ranney, co-founder and president of SOARD. “Every time we share a project we are working on that will help the community, Mohawk jumps in—which is what it is all about.”

SolidTech supports high-traffic spaces

The project used Mohawk’s SolidTech flooring in the main community room and classroom. Mohawk selected the flooring for its durability and performance in active, high-traffic environments.

SolidTech features 100% waterproof construction and EasyClean stain protection. Mohawk designed the flooring to withstand everyday wear while maintaining its appearance and performance. Real Floors Commercial completed the installation.

“SolidTech was a great fit for the Children’s Development Academy because it offers the durability and easy maintenance needed for spaces that see so much activity every day,” Abelairas said. “We are proud to provide flooring that will have a lasting impact.”

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How RSAs can control the customer experience

The economy continues to present headwinds for flooring retailers. While many are experiencing challenges—less foot traffic, increased costs, uneven sales—there’s one important thing you, the RSA or store owner, can always control: the customer experience.

When customers walk into your showroom, the ultimate goal is to help them buy a floor they’ll love. But that goal should include making the experience easy and enjoyable, because it’s a real opportunity to differentiate your business from competitors. We all know what it’s like to have an exceptional customer experience: a restaurant, a car dealership or even a smooth experience with an online order. People notice and remember a great experience—just like they notice and remember when the experience is not so great. By differentiating your business with high-level service, you create the potential to win repeat business and generate positive word of mouth, on top of making the initial sale.

So, let’s establish what customer service means in your showroom:

1. The environment and product assortment

2. You!

A flooring purchase can be daunting for homeowners. It’s often a significant investment, and there are a lot of options. Your expertise about products, installation and trends will instill confidence.

Your people skills are just as important. The ability to ask the right questions, to listen and to communicate effectively are essential to learning what customers need, which is the best way to guide them to a floor they’ll love.

Bottom line: You have an opportunity to make a big impression with every single customer who walks through the door.

Conversation and inspiration

While most homeowners looking for a new luxury vinyl floor are thinking about style and color, your first order of business should be helping them understand the differences between the gluedown, loose lay and rigid core formats, then determining which is best for their project. That conversation is essential for ensuring a successful installation—i.e., a floor that looks and performs as expected.

There are a number of considerations to explore when determining the right format: Where is the floor being installed, and what are the site conditions? Are they interested in a custom lay pattern or design elements such as borders or inlays? Is it important to avoid expansion gaps and transition strips?

Helping her choose the right style, color

Once the installation format is determined, you can turn your attention to helping the customer select the right style and color. Some customers have a good idea what they want, but for those who don’t, be prepared to provide inspiration beyond what they’re seeing in the displays. Have visual resources like catalogs and magazines handy. Piece together a mood board with paint swatches and materials. Online visualizers are an excellent tool for helping customers envision what a floor will look like in fully furnished space.

No two customers are identical, but you can provide all of them with the same great experience by asking, listening and using your expertise to guide them to the perfect floor for their situation.

You have an opportunity to make a big impression with every single customer who walks through the door.

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Julie Thomas is the senior retail channel marketing manager for Karndean Designflooring, serving the company and its retailer partners with a unique combination of expertise in interior design, color theory, merchandising and residential flooring.

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Tuesday Tips: Turning knowledge into results

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

In this week’s Tuesday Tips, Tom Jennings, retail training expert, looks at why knowing more does not always lead to better performance. The difference often comes down to how effectively that knowledge is put into practice

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Style & Design award winners 2026 announced

Huntington, N.Y.—Floor Covering News has announced the winners of its third annual FCNewStyle & Design Awards, a program that recognizes outstanding achievement in product visuals across today’s most popular flooring segments.

This year’s winners, 12 in all, covered the major flooring categories, broken down by subcategories in some segments.

And the winners are:

Carpet: Tarkett Home—Quite Fetching

Area Rugs: Stanton— Priya Rug

LVT: Karastan—LuxeCraft Charlton Ivy

SPC: Engineered Floors—Colonnade

Sheet: Mohawk—VersaTech

LooseLay: Karndean—LooseLay

WPC: Johnson Hardwood— Aspen

Laminate: Lions Floor—Haven Heights

Hardwood Residential: Fabrica—Chateau Accents

Hardwood Commercial: Armstrong—TimberTones

Floor Tile: Marazzi—Constellaire

Wall Tile: Daltile—Nu Bare

“Winning an FCNewStyle & Design Award puts manufacturers’ products on an elevated platform,” said Steven Feldman, co-publisher of FCNews. “Taking home an award not only provides additional visibility for the winning brands, but it also enhances overall brand image and helps companies position themselves as a design-oriented company.”

Carpet

Winner: Tarkett Home – Quite Fetching

About the product

Part of Tarkett Home’s 100% Solution Dyed Nylon PAWSH collection, Quite Fetching takes inspiration from the organic shapes and colors found in nature and translates them into a fresh botanical pattern designed for today’s home. Soft greens, calming blues and versatile neutrals create a palette that feels collected and sophisticated rather than overly coordinated.

The pattern adds depth and visual interest, giving homeowners an opportunity to treat the floor as an intentional part of the design rather than simply a backdrop for everything else.

While Quite Fetching makes a statement, it was also designed for real life. Made with solution-dyed nylon, it combines softness and elevated style with the durability homeowners want in the spaces they use most. It is pet and family-friendly and backed by warranties that include pet stains, stairs and a 150-day satisfaction guarantee.

Why it deserves recognition

Quite Fetching represents a fresh way to think about carpet. Its botanical influence reflects the desire to bring nature indoors. The versatile pattern can bring personality to a bedroom, create an inviting foundation for a living space, or turn a staircase into an unexpected design moment.

Most importantly, Quite Fetching makes statement carpet feel approachable. Homeowners get the character and visual impact of a distinctive floor without sacrificing the performance they need for everyday life. It is proof that practical carpet does not have to play it safe.

Highlights:

• Constructed using solution-dyed nylon

• Pet- and family-friendly attributes

• Pattern adds depth and visual interest

• Features 150-day satisfaction guarantee

Area Rugs

Winner: Stanton – Priya

About the product

There’s something captivating about Priya in Obsidian, an area rug that grounds the room while drawing you in for a closer look. Its expressive pattern moves across the rug with an artful, softly weathered quality, while deep Obsidian tones create layers of richness, depth and quiet drama. Crafted from 100% wool, Priya brings natural warmth and inviting texture underfoot, adding to its sense of comfort and character. Whether anchoring a living room, defining a dining space or bringing warmth to an intimate seating area, Priya transforms the floor into part of the story. Also available in two additional colorways, this distinctive style offers the versatility to complement a variety of interiors and palettes.

Why it deserves recognition

Priya deserves recognition for its ability to balance distinctive design with effortless livability. Its nuanced pattern and versatile palette make a statement without overwhelming a space, allowing it to complement a wide range of interiors and design aesthetics. “As part of Stanton’s in-stock area rug collection, Priya also brings together elevated design and ready-to-ship convenience making exceptional style more accessible without sacrificing the craftsmanship, character or sophistication expected from a luxury area rug,” said Christine Zampaglione, vice president of marketing for Stanton.

Highlights:

• Artfully distressed pattern with rich, dimensional character

• Crafted from 100% wool for natural softness and texture

• Available in three sophisticated colorways

• In-stock area rug offering elevated design with ready-to-ship convenience

• Sizes offered: 8 x 11, 9 x 12, 10 x 14

• Balances artistic expression with timeless, livable style

Hardwood: Residential

Winner: Fabrica – Chateau Accents

About the product

Chateau Accents expands Fabrica’s top-selling Chateau Collection with distinctive installation possibilities that allow designers to create one-of-a-kind floors. Crafted from the same premium French white oak as the Chateau Collection, Chateau Accents are offered in three sophisticated colors designed to coordinate seamlessly with Chateau’s impressive 9.5-inch-wide planks. The collection opens the door to a multitude of creative layouts, giving designers the freedom to introduce pattern, movement and architectural interest while maintaining a refined aesthetic.

Why it deserves recognition

Chateau Accents is designed to transform beautiful hardwood into a true design element. Whether used to create a dramatic focal point, define a space or add subtle visual detail, Chateau Accents elevates hardwood beyond the traditional plank installation. The result is a flooring system that combines the natural character and craftsmanship of French white oak with virtually endless opportunities for personalization.

Highlights:

• Crafted from premium French white oak

• Available in three sophisticated colors

• Planks span 9 ¹/₂ inches wide for a dramatic presentation

• Patterns provide design flexibility

Hardwood: Commercial

Winner: Armstrong Flooring — TimberTones

About the product

Armstrong Flooring® TimberTones® Densified Hardwood is a groundbreaking innovation in commercial flooring. Made from 100% real hardwood and manufactured domestically in Somerset, Ky., TimberTones is built to withstand the demands of high-traffic commercial environments. TimberTones employs a patented process that applies heat and pressure—without acrylic fillers or chemicals. This method densifies the wood by closing the open cells—densifying the veneer, not the core—resulting in a floor that’s not only truly hardwood but also 6x more dent-resistant and 4x more scratch-resistant than traditional wood. That means any wood, from oak and hickory to soft woods like walnut and pine, are now viable design options.

Why it deserves recognition

“This innovation delivers the warmth and authenticity of real wood with dramatically enhanced durability, making it suitable for commercial environments where traditional hardwood cannot perform,” said Jennifer Zimmerman, chief commercial officer, AHF Products. “It is natural material elevated through advanced engineering.”

Highlights:

• Densified structure employs a patented process that applies heat and pressure—without acrylic fillers or chemicals.

• 6x more dent-resistant and 4x more scratch-resistant than traditional wood

• Waterproof construction offers eight hours of top-down protection

• Antimicrobial technology inhibits growth of bacterial

Resilient: LVT

Winner: Karastan – LuxeCraft Charlton Ivy

About the product

Karastan LuxeCraft Charlton Ivy draws inspiration from the natural beauty of premium walnut, elevating the species’ signature grain movement and rich coloration into a sophisticated design statement. Its deep, layered tones create a luxurious backdrop for today’s most sought-after interiors, where dramatic lighting, tactile materials and bold design elements converge.

Both calming and evocative, Charlton offers a refined visual that enhances the mood of a space, making it an ideal choice for homeowners and designers seeking to create rooms that feel intimate, elegant and memorable. Charlton Ivy pairs its sophisticated visuals with the craftsmanship of Karastan LuxeCraft. Made from durable, long-lasting materials, the flooring is designed to maintain its beauty over time while bringing the richness and tranquility of nature into the home.

Why it deserves recognition

Charlton Ivy reflects the growing desire for interiors that feel rich, inviting and thoughtfully designed. “Its sophisticated visuals give homeowners an elevated foundation for today’s interiors, while the durability of Karastan LuxeCraft makes it a beautiful choice that can be enjoyed for years to come,” said Sarah Duncan, Mohawk’s director of product management, resilient.

Retailers agree. “What really stands out about Charlton Ivy is that it gives you that high-end wood look without sacrificing durability,” said Aaron Johnson, president of Johnson & Sons Flooring, Knoxville, Tenn. “The WPC core feels great underfoot, and being waterproof and pet friendly makes it a really practical option for everyday homes.”

Highlights:

• Inspired from the natural beauty of premium walnut

• Comfort Core construction enhances comfort and sound absorption

• Waterproof

• Scratch resistant

• 20-mil wear layer

Resilient: WPC

Winner: Johnson Hardwood – Vortis Aspen

About the product

Vortis Aspen Collection brings the authentic character of hardwood to resilient flooring through thoughtful design and refined detailing. At 9.37 inches wide, its generously proportioned planks create an expansive, contemporary visual, while embossed surface texture adds depth and dimension to the wood-inspired designs. A pressed/pillowed edge enhances plank definition, creating a more realistic wood visual and a distinctive finished appearance. Offered in 12 carefully curated colors, Aspen provides designers and homeowners with versatile options ranging from warm, natural tones to sophisticated contemporary hues. Combining authentic aesthetics with durable WPC construction and a 20-mil wear layer, Aspen demonstrates how resilient flooring can be both beautifully designed and built for everyday performance.

Why it deserves recognition

“Aspen was created to demonstrate that resilient flooring can deliver an elevated hardwood-inspired design while meeting the demands of everyday living,” said Billy Ko, Johnson Hardwood CEO. “Its wide-plank format, embossed texture, low-gloss finish and pillowed edges work together to create a warm, dimensional and refined wood visual.”

The collection’s 12-color palette is central to its design story. Each color was selected to feel current while remaining versatile and livable, spanning warm natural tones, balanced neutrals and sophisticated contemporary visuals. “That breadth has helped Aspen resonate across the assortment, giving retailers and consumers confidence that there is a color solution for a wide range of design preferences,” Ko said. “With water-resistant WPC construction, an attached pad and a durable 20-mil wear layer, Aspen combines standout design with performance and exceptional value.”

Highlights:

• Inspired from the natural beauty of premium walnut

• Comfort Core construction enhances comfort and sound absorption

• Waterproof

• Scratch resistant

• 20-mil wear layer

Resilient: SPC

Winner: Engineered Floors – PureGrain Endure

About the product

Colonnade, from the PureGrain Endure collection, is a premium 12 x 24 SPC tile. It features an embedded grout line, delivering a stunningly realistic stone aesthetic with high-performance durability and effortless maintenance. It’s warmer underfoot than porcelain on a chilly January morning. It cleans with a damp mop. There is no grout to scrub on your hands and knees, ever. And when the toddler drops the sippy cup or the dog comes in from the rain, it’s worry free. EF’s PawPrint Protection comes with it and adds an extra layer of peace of mind, including lifetime residential, lifetime stain and 15-year scratch warranties.

Why it deserves recognition

Colonnade impressed flooring dealers at Surfaces for its marble and stone looks. “Colonnade was very well received,” said Ben Wood, director of hard surface product deveoopment for Engineered Floors. “It truly looks like stone. We had some customers say they couldn’t tell the difference.”

Highlights:

• SPC, tile look

• Edge: True Grout

• Gloss level: Matte

• Size: 12 x 24

• Wear layer: 20 mil

• FloorScore certified

Resilient: LooseLay

Winner: Karndean – LooseLay

About the product

The Karndean LooseLay collection offers a combination of style and performance, with more than 40 wood- and stone-inspired luxury vinyl designs—oak, elm and ash to travertine, terrazzo and marble.

Beyond the artistry of a particular stone or wood visual, LooseLay can be used to create custom installations as planks and tiles can be easily cut in different shapes and sizes, then pieced together to form distinctive lay patterns, borders or zoning.

The key to LooseLay performance is the K-Wave® friction-grip backing. While the backing’s primary purpose is to hold the flooring in place— full adhesive spread is not required—it also reduces noise to lower floors in multi-level homes while providing extra cushion underfoot. Another key performance feature is proprietary SureFit® technology in the stability layer. This gives LooseLay planks and tiles enhanced dimensional stability, eliminating the need for expansion gaps and transition strips in large spaces. At 4.5 mm thick, LooseLay is backed by a lifetime residential warranty.

Why it deserves recognition

“Retailers can sell Karndean LooseLay with confidence,” said Jenne Ross, director of product at Karndean. “We’ve been in the market with our loose lay format for 15 years and that makes a significant difference in the quality of the product. Style, reliable installation, durability, performance, all of it. There’s increased demand for stone visuals based on a lot of factors, including the costs and installation challenges associated with natural stone flooring. So, meeting that demand in a loose-lay format, which is also experiencing more demand, is a win for retailers.”

Highlights:

• Stone- and wood-inspired designs

• Collection features over 40 visuals

• Friction-grip backing

• 4.5mm thick

• Custom installations

Resilient: Sheet

Winner: Mohawk – VersaTech Callahan Cove

About the product

Callahan Cove’s timeless black-and-white checkerboard design proves that exceptional style can be both iconic and accessible. Inspired by the enduring appeal of vintage interiors, it blends nostalgic charm with contemporary relevance, capturing the renewed interest in retro-inspired design seen across today’s homes. The bold geometric pattern instantly transforms a space, creating visual impact and personality in kitchens, laundry rooms, mudrooms or creative living spaces. By bringing a designer-favorite look to an affordable flooring platform, this collection makes statement-making style attainable for a wider range of consumers without compromising on aesthetic appeal.

Beyond its distinctive design, Callahan Cove delivers the practical performance expected from VersaTech. Designed for the demands of everyday living, it offers a durable, easy-care flooring solution.

Why it deserves recognition

VersaTech sheet vinyl is designed for moisture-prone spaces, such as basements, bathrooms and laundry rooms. Its waterproof construction helps keep spills on the surface for easy cleanup, while the seamless finish minimizes areas where dirt and debris can collect, making it a low-maintenance solution for busy households.

“Callahan Cove demonstrates how VersaTech makes bold, high-impact design approachable for consumers,” said Sarah Duncan, Mohawk’s director of production management, resilient. “Its classic checkerboard pattern brings personality to a variety of spaces, while durable, easy-care performance makes it practical for everyday living.”

Highlights:

• Geometric patterns

• Retro-inspired design

• Durable, easy-care flooring

• 12-mil wear layer

• Waterproof

Laminate

Winner: Lions Floor – Haven Heights

About the product

Haven Heights is a 10-color collection created for homes that celebrate everyday living—from lively gatherings to quiet mornings and shared family moments. The collection brings approachable design, dependable performance and residential comfort together in a versatile laminate platform. A warm, easy-to-live-with palette is paired with a wood grain embossed surface texture and painted bevel edge to add definition and natural visual character. The 9.33 x 60 plank format creates a clean, contemporary flow throughout the home. Haven Heights features an 8mm laminate core and 2mm premium acoustic attached pad.

Why it deserves recognition

Haven Heights draws inspiration from the warmth and character of natural wood with an inviting palette, authentic grain movement and thoughtful variation designed to make each space feel comfortable, personal and lived in.

“We wanted Haven Heights to deliver elevated design without feeling overly styled, while pairing that beauty with the dependable performance families need for everyday life,” said Randy McKellar, vice president of marketing. “It’s that balance of authenticity, warmth and livability that makes the collection special.”

Highlights:

• Laminate construction

• 9.33 x 60 plank format

• 10mm total thickness

• 2mm premium acoustic attached pad

• AC3 wear rating

• Wood grain embossed surface texture

• Painted bevel edge profile

• 10 unique pattern repeats for visual variety

• 10 total SKUs

Ceramic: Floor Tile

Winner: Marazzi — Constellaire

About the product

This Moroccan-inspired porcelain floor and wall tile collection features an intricate interlocking cross and star design. Earthy texture and moderate color variation reflect natural elements, allowing connection to enduring traditional motifs while embracing a contemporary style. This series offers both matte cotto and glossy Zellige-inspired finishes, available in a range of neutral and richly saturated hues, including mixed-finish decorative pieces for added dimension.

Why it deserves recognition

Constellaire provides versatility across many styles. This stunning new collection beautifully embodies a range of today’s most sought-after interior design trends: Refined Mediterranean, Warm Transitional and Modern Design.

“In designing Marazzi’s new Constellaire collection, I wanted to create an interior designer’s playground—a collection that encourages creativity by allowing designers and homeowners to mix and match colors, finishes and patterns to create truly unique spaces,” said Shelly Halbert, director of product design. “Marazzi Constellaire is perfect for creating anything from subtle, timeless installations to bold, custom statements.

Today’s consumers are eager to add personality to their home, showcase a special feature through tile, and are less scared to feature pops of color. Marazzi’s new Constellaire does all of this, beautifully.”

Highlights:

• Available in both matte cotto and glossy finishes

• Mixed-finish decorative pieces provide added dimension

• Combination of star and cross options offer curated options

Ceramic: Wall Tile

Winner: Daltile — Nu Bare

About the product

Embrace the warmth of Nu Bare, a ceramic tile inspired by handcrafted clays, shaped by the soft movement of a maker’s hands. This series provides an authentic look with a beautiful glaze and gentle undulation, representing the tones and textures of natural materials. With modular sizing and 3D structures offering endless installation possibilities, Nu Bare’s organic colors and textures create a unique, artistic design in any space.

The color palette of this new collection emulates the warm hues of natural clays, ranging from a soft sand color to rich ebony. The surfaces of Nu Bare’s 4×12 and 4×4 handcrafted visuals offer undulation, uneven edges and a thick glaze. All colors also offer a handcrafted 4×4 circle pattern for added uniqueness. The 3D texture of each tile brilliantly satisfies the market’s appetite for tactility on walls, and also beautifully creates a play of light that enhances the artistry of any room.

Why it deserves recognition

“Daltile is absolutely thrilled to be selected as one of Floor Covering News’ Style & Design winners for 2026,” said Laura Grilli, director of product design, Daltile. “As a fashion-based product line, Daltile has again utilized our cutting-edge technology to bring a gorgeous new handcrafted visual to the market at a price point that easily fits into most decorating budgets. Daltile’s recently launched Nu Bare collection of ceramic wall tile is a near perfect replication of handcrafted tiles, adding both relaxed beauty and uniqueness to a space.”

Highlights:

• Features modular sizing and 3D structures

• Inspired by handcrafted clays

• Available in organic colors, textures

• Made in the USA

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AHSG/Commercial USA draws record crowd at member summit

Brian Preuss, president of AHSG/Commercial USA, chats on stage with Tara Bayke of ITR Economics.

San Antonio—AHSG/Commercial USA welcomed a record 325 attendees Monday to its biennial member summit. The group themed this year’s event “Beyond the Surface.”

Since the group last met in 2024, AHSG/Commercial USA has expanded significantly. It has added 14 suppliers, 10 technology partners and 91 dealer members.

“None of that happened by accident,” said Brian Preuss, who was named president in May 2026. “In two years, we didn’t just get bigger, we got better.”

Preuss also pointed to the group’s mix of residential and commercial business. AHSG/Commercial USA divides its business roughly evenly between the two segments.

“Diversity is what has helped sustain us and why this conference matters,” Preuss said.

The opening day at JW Marriott San Antonio Hill Country featured several speakers and a vendor trade show.

Economic outlook

Keynote speaker Jon Petz “levitates” a group of AHSG/Commercial USA members as part of his tricks.

Inflation remains elevated and affordability continues to challenge consumers. However, the overall economy continues to grow, according to Tara Bayke, economist and senior consultant for ITR Economics.

Bayke discussed current economic conditions and what businesses can expect in the years ahead.

“We are moving toward normalization of the supply chain,” Bayke said. She presented several graphs showing consumers continue to spend despite higher costs.

“We will continue to see costs rising,” she said. “Prices are up about 3.7% vs. last year; costs won’t rise at the same rate in ’27 as they are today but in ’28 the pressures will rear back up.”

ITR Economics forecasts the consumer price index at 3.4% for 2026. It projects 2.7% for 2027 and 3.9% for 2028.

“Plan for upcoming cost increases,” Bayke said.

She said dealers can protect margins by focusing on product mix, value-added installation and operational efficiency. Those strategies can help businesses avoid competing solely on price.

“We are concerned about ‘profitless prosperity,’ that the increases in prices will erode profitability,” Bayke added. “Margins are shrinking, and companies need to control these costs, pass the costs on.”

WFCA CEO Scott Humphrey high-fives Petz after the speaker/magician correctly guessed the card he was thinking about.

ITR Economics has long forecast a significant economic contraction beginning in 2030. Bayke said the downturn could last six years.

She cited several contributing factors, including demographics, health care costs, entitlements, inflation and the U.S. national debt. Bayke said flooring businesses should begin preparing now.

The member summit continues through Tuesday evening.

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Prepare for the worst—and still hit your goal

I was talking with another distributor executive recently, a guy who has been in this business a long time, and he told me something I have not been able to shake. He said he tells his sales reps the same thing at the start of every year: “Something crazy is going to happen every year.” None of us knows what it is yet, but it’s going to happen, and their job is to figure out how to hit their number anyway.

To be clear, he’s not saying, “Let’s hope nothing goes wrong.” Rather, assume something will go wrong. Build the year around the certainty of disruption instead of a fantasy.

Think about what we have lived through in just the last five to 10 years. A worldwide pandemic shut the country down overnight. A winter storm froze the urethane plants in Texas and choked off our raw material for months. Several rounds of tariffs rewrote pricing in a single news cycle. There is a war affecting supply lines somewhere in the world right now. If you sat down in January of any of those years and waited for stable conditions to get serious about your sales goal, you likely never got that chance.

That is the part that stuck with me. The distributor rep, the commercial PM, the retail sales associate who treats every disruption as the reason they missed is going to just keep missing because there is always going to be a disruption. The calm year is the exception, not the rule. If your plan to sell floors every single day only works when nothing goes wrong, your plan is flawed before the coffee pot comes on.

I want to be thoughtful here, because some of these things are not a simple inconvenience. People lost businesses in the pandemic, and tariffs crippled countless importers in recent years. I am not here telling my industry peers to shrug off real hardship—nor is that the contention of the aforementioned executive. There is a difference between being callous about what happens to people and being clear-eyed about what it means to meet your sales goals despite adversity. You can hold both values. You can have genuine compassion for a hard situation and still refuse to use it as a reason to accept defeat or status quo.

Here is what an excuse actually costs you: Every hour you spend dwelling on a down market is not just an hour spent away from a customer, but it’s an added distance from the mentality you need to strengthen yourself. The market being down in aggregate does not mean your specific customer is down, it doesn’t mean the realtor or designer that sends business your way is down and it doesn’t mean the GCs asking for flooring bids don’t have a pipeline, either. At the end of the day, somebody is still building. Somebody is still remodeling. Somebody still walked into the flooring store today with money in their pocketbook and a project in their head.

I think about this most for the retail sales associate and the residential remodel outlook right now. Picture yourself or your friend as the one standing on a slow showroom floor, reading the same gloomy headlines everyone else is reading, and slowly talking themselves into a bad month on day one. If you have already decided the market is against you, the end users feel it the second they approach you.

In part 2, I will discuss how a positive outlook can have a real impact on outcomes.

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Mark Botros is vice president of sales & marketing for Jaeckle Distributors, a Wisconsin-based flooring and surfacing distributor. A Dallas native, Botros is a second-generation floor covering professional with over a decade of management experience in distribution and manufacturing.

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