Higher mortgage rates slow housing production in October

Washington, D.C.—Housing production edged lower last month as average monthly mortgage rates increased a quarter-point from 6.18% to 6.43% between September and October, according to Freddie Mac. Overall housing starts decreased 3.1% in October to a seasonally adjusted annual rate of 1.31 million units, according to a report from the U.S. Department of Housing and Urban Development and the U.S. Census Bureau.

The October reading of 1.31 million starts is the number of housing units builders would begin if development kept this pace for the next 12 months. Within this overall number, single-family starts decreased 6.9% to a 970,000 seasonally adjusted annual rate. On a year-to-date basis, single-family construction is up 9.3%. The volatile multifamily sector, which includes apartment buildings and condos, increased 9.6% to an annualized 341,000 pace but are down 29.3% on a year-to-date basis.

“Although housing starts declined in October, builder sentiment improved for a third straight month in November as builders anticipate an improved regulatory environment in 2025 that will allow the industry to increase housing supply,” said Carl Harris, chairman of the National Association of Home Builders (NAHB) and custom home builder from Wichita, Kan.

NAHB chief economist, Robert Dietz, added, “While multifamily starts were up in October, the number of apartments under construction is down to 821,000, the lowest count since March 2022. Further interest rate cuts from the Federal Reserve through 2025 should result in lower interest rates for construction and development loans, helping to lead to a stabilization for apartment construction and expansion for single-family home building.”

On a regional and year-to-date basis, combined single-family and multifamily starts are 10.4% higher in the Northeast, 1.7% lower in the Midwest, 5.0% lower in the South due to hurricane effects, and 4.4% lower in the West.

Overall permits decreased 0.6% to a 1.42 million unit annualized rate in October. Single-family permits increased 0.5% to a 968,000 unit rate and are up 9.4% on a year-to-date basis. Multifamily permits decreased 3.0% to an annualized 448,000 pace.

Looking at regional data on a year-to-date basis, permits are 0.9% higher in the Northeast, 3.9% higher in the Midwest, 2.4% lower in the South and 4.8% lower in the West.

Multifamily completions are elevated as the apartment construction slowdown continues. In October, there were 1.8 apartments that completed construction for every one apartment that started construction.

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AHF adds to Armstrong Flooring Alterna collection

Kankakee, Ill.—AHF Products has expanded its Armstrong Flooring Alterna collection with 10 new designs in stone and marble. The new assortment includes a subtle terrazzo, soft striated looks as well as multi-directional stone and travertine. The collection was inspired by a trend that originated in fashion coined “Quiet Luxury.”

“It is defined by effortless sophistication while keeping quality in mind,” said Katie Gluibizzi, senior product designer – residential. “The trend has become increasingly popular on Pinterest, social media and in interior spaces. While other interior design styles strive for perfection and symmetry, Quiet Luxury embraces natural irregularity. At its core, it is about quality over quantity. The 10 new Alterna visuals are just this—quietly luxurious. They whisper, rather than shout.”

Gluibizzi pointed to the new Travertine look—a softer-spoken counterpart to high drama marble. It is subdued, softer and warmer. Emulating the look of natural stone, porcelain and ceramic, the key to Alterna’s realism is its durable, engineered stone construction which includes more than 75% limestone. It is made here with global and domestic content.

According to the company, the 100% waterproof Armstrong Flooring Alterna collection is suitable for high moisture areas like kitchen, bathrooms, laundry rooms and basements without sacrificing aesthetics. A comfortable surface makes the tiles easy to care for, warm to the touch and kind to the feet.

“Alterna looks like traditional tile, but it feels entirely different,” said AHF marketing manager, April Rzucidlo. “It’s warmer, softer and more comfortable underfoot and engineered to be more forgiving to anything you may drop on it—meaning that not only is your floor more likely to withstand accidents, but so is your favorite coffee mug.”

Alterna tiles are groutable for a true tile look and feel, featuring more than 2x the unique visuals of similar products. S-693 FlexStrong Premixed sanded acrylic grout is available in 12 colors and comes in either a quart or gallon size. The grout is stain-and-soil repellent and resistant to cracking with recommended colors available per each tile selection—no seam sealer necessary. Alterna can be installed over minor subfloor irregularities without the risk of cracking. Multi-purpose trim and stairnose trim are matched, designed to create a seamless look. Alterna’s durability is also backed by a lifetime warranty—tiles are water, scratch and stain repellent, as well as crack resistant.

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Lions Floor opens new distribution center in Orlando

Orlando, Fla.—Lions Floor has announced the opening of its new state-of-the-art distribution center here. This 40,000-square-foot facility marks the company’s sixth distribution center across the U.S., which is meant to further enhance its reach and operational efficiency.

The facility is said to serve as a key addition to Lions Floor’s network, spanning the country’s sunbelt region. This strategic location is designed to streamline logistics and offer faster delivery times for customers across the Southeast, providing quicker access to the company’s exceptional flooring solutions.

“This new distribution center is a pivotal moment for Lions Floor, and we are proud to continue growing our footprint in key regions,” said Jerry Guo, president of Lions Floor. “We are confident that our Orlando location will help drive greater efficiency and continue to set us apart in the highly competitive flooring industry.”

The distribution center here will complement Lions Floor’s five other locations in Paramount and Corona, Calif.—near the Los Angeles area—as well as Phoenix, Houston and Dallas, ensuring that the company can deliver products to customers across the contiguous United States with speed and efficiency.

In addition to providing faster service, the facility here is said to allow for increased stock availability, improving overall product availability for customers in the region. According to the company, this expansion is part of Lions Floor’s ongoing commitment to supporting its growing customer base and delivering industry-leading flooring solutions across North America.

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Tuesday Tips: Exclusive savings with CHIPD

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

In this week’s Tuesday Tips, the WFCA talks about its exclusive partnership with CHIPD. Josh Young showcases a quick way to add dollars by shaving fees and optimizing the efficiency of your credit card processing.

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Louisville Tile appoints new additions to A&D team

Charli Sullivan (left), Kayla Malone (right).

Louisville, Ky.—Louisville Tile has appointed new members to its architecture and design team: Charli Sullivan, a seasoned designer with over 10 years of experience in high-end residential and commercial projects, and Kayla Malone, who has an extensive background in design and project management.

Sullivan has experience in a variety of segments including retail, multi-family, government, mixed-use, historic preservation and healthcare. Sullivan will primarily focus on Nashville and its surrounding areas. Other territories include Alabama, Georgia, Illinois, Maryland and North Carolina.

“I’m thrilled to join the A&D team in Nashville,” Sullivan said. “I love collaborating with talented designers and architects and look forward to bringing their vision to life with our favorable tile collections.”

Malone has an extensive background specifically in the hospitality, retail, workplace and high-end residential markets. Malone will primarily service the greater Cincinnati market, including Dayton and Columbus.

“I’m excited to be part of the Louisville Tile team and to work with our clients to create beautiful and functional spaces,” Malone said. “I look forward to sharing my expertise and helping designers find the perfect tile solutions for their projects, fostering strong partnerships and delivering exceptional results.”

In addition to welcoming new talent, Louisville Tile said it is excited to announce the expansion of its A&D initiatives. The company will be hosting a series of events, presentations and CEU trainings to provide architects and designers with the latest industry trends, product knowledge and design inspiration. With these initiatives, the company said it aims to strengthen its relationships with the A&D community to position itself as a leading provider of innovative tile solutions.

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Profit-generating products boost retailers’ revenues

It hasn’t been an easy ride for flooring retail businesses the last 18 months, as inflation has hurt consumer confidence and led to slower retail traffic. In times like these, dealers look to boost margins any way they can, and that often comes from selling the right products. These profit-generating floors typically include hardwood, carpet and ceramic tile, but today can encompass all flooring types—including resilient.

Take, for example, IFC’s Canopy Comfort Premium collection of waterproof WPC planks. Canopy is geared to the specialty flooring retailer who can make extra margin because the line won’t be found in a big-box store or competing retailer. “While we have seen a race to the bottom in the market, IFC’s focus is the exact opposite,” said Brian Erickson, owner of Floorz, with three locations in Ohio. “They want us to profit. And our customers can see the difference, feel the difference in their products; it’s very obvious.”

Canopy isn’t alone in delivering products that provide added profits for dealers. Following is a snapshot of some other profit-generating products.

AHF/Hartco Necessity

About the product: This engineered hardwood is manufactured in the U.S. and is suitable for any style or décor. End-users can choose between character-rich hardwoods like hickory or the clean, classic look of white oak. Hartco Necessity features fresh, modern colors with a smooth, low-gloss finish. It comes with nine new design options in a 6-inch width and half-inch thickness. All AHF’s engineered hardwood offerings feature Hydropel Technology, a unique, six-sided waterproofing system for products with both Densitek core and plywood core.

CALI/Pacifica

About the product: Cali’s retail partners say they are enjoying early success with Pacifica, the company’s luxury laminate collection. Pacifica combines the look of genuine oak with waterproof durability—ideal for busy, modern homes. Each 47 13/16 x 7 11/16 plank features smooth wood grains, realistic knots and a matte finish, bringing hardwood beauty without the tricky upkeep.

Shielded by Cali’s SeaCliff Defense surface protection and an AC4 wear rating, Pacifica floors offer exceptional scratch resistance against pet nails, furniture and high traffic. Homeowners will enjoy quieter, more comfortable steps thanks to a 2mm-thick attached padding that lines each plank. Made with natural, recycled materials, these eco-friendly floors are also NALFA and FloorScore certified for trusted quality and indoor health.

This collection is designed to deliver the right blend of style, durability and easy maintenance, meeting the high standards customers expect in today’s flooring market at a winning value.

COREtec Tile/Raw Terra Cotta

About the product: Featuring an 18 x 18 square tile visual on 18 x 36 SPC tiles, these floors offer a durable, simple and fast alternative to traditional tile. Raw Terra Cotta was hand-designed and boasts an earthy, textural look that adds sophisticated style to any space. Terra Cotta features a 20-mil wear layer, 6mm thickness, attached cork underlayment and tine bevel edge. It can be floated or glued directly to the floor.

IFC/Canopy

About the product: The Canopy Comfort premium collection aims to redefine luxury flooring with its comfort and striking design. Featuring 15mm-thick WPC planks, this collection boasts high-end aesthetics that aim to replicate the look and feel of authentic white oak. Each plank is enhanced with a matching painted bevel and includes a 3mm-thick attached cork pad, providing exceptional cushioning and sound absorption.

The Canopy Comfort collection is touted to not only deliver luxurious comfort underfoot but also offer waterproof durability, making it an ideal choice for any room in the house. Whether designing a cozy retreat or a modern living area, these planks blend style and practicality, ensuring a home reflects sophistication without compromising on functionality.

Mohawk/SolidTech R

About the product: Mohawk is continuing to lead in sustainability with its latest PVC-free offering made with recycled single-use plastic and natural stone.

SolidTech R is built for people, pets and the planet with sustainable high performance from bottle to floor. Each square foot contains the equivalent of 20 recycled water bottles, and every purchase of SolidTech R goes toward stopping ocean-bound plastic in collaboration with Plastic Bank.

Recycled PET adds stability and ensures 100% waterproof performance, backed by the new Lifetime WetProtect Gold Floodproof Warranty, which guarantees the flooring will not be damaged by water absorption.

The new All Pet Gold Stain and Scratch Warranty makes SolidTech R 3x more scratch resistant. It’s also acclimation-free and ideal for new construction and three-season homes. RealPlank technology minimizes pattern repeats with up to 30 unique plank designs, while HDX color clarity delivers a natural matte finish that complements a wide range of décor styles.

Engineered Floors/PureGrain Nurture

About the product: PureGrain High-Def Digital Luxury Vinyl Tile aims to give end-users the best of both worlds: The look and feel of real wood with the performance features and durability of LVT. Nurture, one of the newest introductions from Engineered Floors’ PureGrain line, is available in 12 colorways.

The digital printing process allows for superior realism with 5x greater color clarity than traditional LVT, according to EF, for realistic wood visuals. Additionally, PureGrain offers 35 unique plank designs to ensure an authentic, varied look throughout the home. PureGrain is touted as easy to install and maintain.

On the performance side, a high-density rigid core provides proven strength and stability while Evertuff Clearcoat with aluminum-oxide protection offers a wear rating of AC4 (equivalent to 20-mil).

What’s more, all PureGrain High-Def DLVT products are made in the USA.

Palziv/HQ Living Carpet Cushion

About the product: HQ Living Carpet Cushion is an award-winning product (winners of the FCNnovation-Installation and Best of Surfaces – Technology awards) made from non-toxic, closed-cell polyethylene foam, meaning it’s impervious to water all the way through—making it a true waterproof carpet cushion that provides 360 degrees of protection.

Traditional carpet cushions are typically polyurethane based, which contains Prop 65 chemicals and absorbs moisture like a sponge. No proposition 65 chemicals are used in the HQ Cushion manufacturing process; this makes HQ Cushion pet friendly. Furthermore, it doesn’t act like a sponge and won’t hold on to moisture, which can stain carpets over time. In addition to moisture control, HQ Living Carpet Cushion features air channels that face the subfloor to help dissipate moisture vapor more freely. Antimicrobial protection is infused throughout the carpet to inhibit the growth of odor-causing mildew and mold.

SLCC/Provincial Supreme

About the product: Today’s customers are more demanding than ever when it comes to how their new floor are going to perform. SLCC has been listening to the market and providing solutions to exceed even the toughest customer expectations. The all-new Provincial Supreme collection is an extra-thick, 15mm WPC collection touting a super dense core and heavy duty 33-mil wear layer. While the product is built for high performance, it touts a more comfortable underfoot experience and a warmer floor in comparison to SPC. The demand for thicker flooring is way up, and Provincial Supreme answers the call. From an aesthetic standpoint, the collection showcases a 12 unique plank repeat, providing the floor with a truer and deeper sense of realism. Samples and inventory are available now.

Shaw Floors/Sincere Focus

About the product: Sincere Focus, a Pet Perfect+ style, is a no-match-required pattern designed to withstand pets and all their messes. With LifeGuard’s spill-proof backing, Sincere Focus offers superior protection, offering up one of the most durable and high-performing carpets available.

What’s more, for Shaw Flooring Network dealers, Sincere Focus is an exclusive SFN Podium Promotion through the rest of the year, adding even more value to this style.

Sincere Focus is made from Anso High-Performance PET fiber, features a 40-ounce face weight and Shaw’s R2X stain and soil resistance technology. It is suitable for both residential and commercial settings.

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MSI HR team receives Oncon Icon award

Orange, Calif.—M S International (MSI) announced its recognition as a 2024 OnCon Icon Award winner, presented by OnConferences, for top 10 human resources (HR) teams. This prestigious honor recognizes MSI as having one of the best HR teams in the world.

“Our HR team has always been proud of creating a welcoming, family-oriented and inclusive culture for our employees, stressing an important pillar of MSI’s values,” said Chris Courneen, MSI’s vice president of HR. “We are thrilled the team is recognized for their innovation, impact to MSI’s business and exceptional efforts in cultivating a strong company culture.”

OnConferences is a thriving community of top executives that hosts a distinguished awards program every year to recognize top executives in each field through a peer-to-peer voting process.

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