i4F appoints Edith Hermans as chief technology officer

Turnhout, Belgium—i4F, a group of companies providing patents and technologies to the global flooring industry, announced the appointment of Edith Hermans as its chief technology officer (CTO). Hermans also becomes a member of i4F’s management team, reinforcing the company’s commitment to innovation and technology leadership.

Hermans has over twenty five years of international experience in R&D leadership as well as innovation and IP management across multiple industries, including chemicals, fertilizers, pharmaceuticals and bio-valorisation. As CTO, she oversees i4F’s global technology and R&D strategy, drives research excellence, contributes to the strengthening of i4F’s innovations portfolio and accelerates cross-industry technology development.

“Edith’s deep expertise and leadership in innovative IP make her a valuable addition to i4F’s management team,” said CEO, John Rietveldt. “Her structured approach to R&D will help us anticipate further strategic growth areas within the flooring industry and beyond as well as further strengthen i4F’s position as a technology leader. Her visionary insights and ability to translate innovation into commercial success will ensure our technologies continue to create value for licensees, retailers, and end-users worldwide.”

After more than thirteen years at Tessenderlo Group, Hermans most recently held the role of VP Innovation, IP & Regulatory Affairs, overseeing innovation partnerships, IP negotiations and regulatory affairs. Between 2012 and 2021, she held several senior leadership roles, including VP innovation & IP and group IP director, where she built and transformed the global R&D and IP organization. Earlier in her career, she spent five years at DSM Dyneema as lead of intellectual asset management and two years driving marketing and sales excellence throughout DSM. Hermans began her career within DSM as a patent attorney, gaining extensive experience in portfolio management and litigation strategies.

A European and Dutch patent attorney, Hermans holds a PhD in chemistry from KU Leuven and a master’s degree with magna cum laude distinction. She has also completed multiple programs on executive leadership and IP licensing.

“I am excited about joining i4F and contributing to its ambition to propel the flooring industry into the future with ingenious technologies from the floor upwards as well as to manage technologies and IP from industries beyond flooring,” Hermans said. “Creating business from technology and IP is close to my heart. That’s what made me decide to jump into this new adventure. I am looking forward to the journey ahead, connecting with our industrial partners and licensees to unleash a valuable future, together.”

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Distributors brace for tariffs on laminate, engineered wood flooring

Distribution executives expect the industry to face an immediate price increase on imported wood/laminate.

Unlike previous tariff notifications that barely caused flooring distributors to flinch, the Oct. 14 expiration of exemptions on imported engineered wood and laminate flooring has wholesalers on heightened alert for swift price increases.

The expiration means these products will be subject to so-called “reciprocal tariffs” that can be as high as 20% depending on country of origin. The change is part of a broader set of new tariffs on wood products justified under Section 232 of the Trade Expansion Act that followed an investigation by the U.S. Commerce Department that found imports of wood products threatened national security by undermining domestic manufacturing capacity and economic stability.

Immediate price impact expected

With a substantial percentage of both engineered hardwood and laminate coming from countries impacted by the most recent tariffs—and lack of any “on the water” exemption—executives say they expect the industry to face an immediate price increase on imported wood and laminate flooring.

FCNews spoke to several distributors—some of which rank among the top 20. “Tariffs seem to be the favorite diplomatic mechanism of our current administration,” said AJ Warne, vice president of sales and marketing, Abraham Linc, Bridgeport, W.Va. “As businesses, we must be prepared to react to or endure variable conditions when these changes are immediately implemented—such as the most recent changes made in wood and wood derivative products. We have favored a ‘prepare for the worst’ approach, spending a lot of time, money and energy being prepared for a whole range of potential directional shifts in our import strategy and to this point this strategy has served us well, enabling us to serve our customers well.”

Industry response and adaptation

The tariff announcement caught some wholesalers off guard, in part due to the fits-and-starts nature of Trump’s tariffs coupled with a spate of major news headlines (government shutdown, ICE enforcement activities, for example) that have relegated tariff talk to the back burner.

“We’ve already received increases from all of our impacted vendors and those increases are live as far as affecting the landed cost of goods.” —Scott Rozmus, FlorStar Sales

“Because these tariffs are less in the national spotlight, the industry has to do more of the heavy lifting to communicate about them,” said Scott Rozmus, president/CEO of top 20 distributor FlorStar Sales, Romeoville, Ill. “This time around, all the usual tariff rules apply—including the tariffs’ immediate impact on anything that has not yet cleared customs in port. In contrast, the spring tariffs had a delayed impact due to the government implementing an ‘on-the-water’ exception that exempted many in-transit orders from the tariffs’ impact. This time prices are going to start going up very quickly; we’ve already received increases from all of our impacted vendors and those increases are live as far as affecting the landed cost of goods.”

Uncertainty challenges planning

“If this year has taught us anything, it is that things can change on a moment’s notice.” —Torrey Jaeckle, Jaeckle Distributors

As with others, Jaeckle Distributing, Madison, Wis., is responding to the tariff issues promptly and as necessary, for example, modifying price to account for any changes. “We haven’t received many increases from our suppliers related to these recent developments yet, but we are expecting it is only a matter of time,” said Torrey Jaeckle, vice president of pricing and procurement.

“However, if this year has taught us anything, it is that things can change on a moment’s notice and it’s hard to plan and know what to expect. Fortunately, on Nov. 5, the Supreme Court is taking up the case regarding whether the IEEPA (International Emergency Economic Powers Act) gives the President the legal authority to impose tariffs. It will still take some time to receive a final ruling, but the fact that this case has been fast-tracked is good news. No matter where one stands on the issue of tariffs, I think we can all agree that anything that adds more long-term certainty and clarity to the situation will be a positive development. Business hates uncertainty and uncertainty makes planning difficult and can stave off investment, especially in inventory. And that lack of investment is bad for consumers, retailers and the supply chain.”

Distributors weigh strategies

For its part, Carrollton, Texas-based Adleta plans to raise prices accordingly depending on the country of origin, according to David Whitehurst, executive vice president. “Our plan is to initiate a price increase on wood and laminate to account for the immediate increase cost,” he explained. “We do have some inventory at pre-tariff pricing so we can hold for a short time.”

Big D Supply in Phoenix will continue to do what it does best, which is offer a wide variety of flooring options, at different price points, that provide homeowners and contractors flexibility to choose alternatives that fit their budgets and project needs. “The reality is we don’t have a better crystal ball than anyone else,” said Steve Kleinhans, president. “Until the tariff issues are resolved, our strategy will be to keep a close eye on the ever-changing landscape we are attempting to navigate by utilizing a diverse group of suppliers from various locations.”

Market outlook and long-term effects

Jeff Striegel, president of Elias Wilf, Owings Mills, Md., said there are some takeaways from the latest tariff move that are worth noting. U.S. manufacturer-based products, for example, will not be impacted by tariffs. Neither will Canada or Mexico, which falls under the USMCA (United States-Mexico-Canada) agreement. “While most countries throughout Asia are currently at a 20% tariff rate, there are several negotiated deals in place such as with the U.K. at 10% and Japan and South Korea at 15%,” Striegel said. “The China tariff continues to fluctuate and while it has been around 50%, it is now under special penalties and can be as high as 145%. All other imports will be tariffed at the current reciprocal tariff being applied on country of origin.”

Some distributors have adopted a ‘prepare for the worst’ approach with tariffs.

Interestingly, while some distributors note that the continued uncertainty regarding tariffs has made for difficult business planning decisions, there are those that welcome the higher prices. “Whether tariff-based or not, the increased prices are needed in our industry,” said Aaron Rhoderick, vice president of sales, Tri-West Ltd., Santa Fe Springs, Calif. “We have not had notable increases over the past few years and the cost of doing business has continued to rise. We are all due for price increases—as long as the market can bear them on so many products all at once. In these difficult times, it is all about taking market share and taking advantage of disruption in the marketplace.”

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NTCA honors Martin Brookes with 2025 Ring of Honor

Jackson, Miss.—The National Tile Contractors Association (NTCA) named Martin Brookes of Fireclay Tile as the 2025 recipient of its Ring of Honor Award, recognizing his decades of leadership and dedication to advancing the tile industry.

Brookes, former owner of Heritage Marble and Tile and current installation leader at Fireclay Tile, has been an active NTCA member for two decades. He joined the association in 2005 and later served as regional director, executive committee member and NTCA president from 2021 to 2023. Throughout his service, he has embodied professionalism, mentorship and a passion for installation excellence.

“Martin’s contributions to NTCA and to the tile trade as a whole have been tremendous,” said NTCA executive director Bart Bettiga. “He has led with integrity, shared his expertise generously and helped shape the next generation of skilled professionals.”

A lifelong journey in tile

Originally from Chesterfield, Derbyshire, England, Brookes began his career after earning a City and Guilds Diploma for Masonry from Chesterfield College in 1982. He immigrated to the United States in his 30s. Bringing a strong technical background and entrepreneurial drive, he founded Heritage Marble and Tile in California.

Under his leadership, Heritage earned multiple awards for installation excellence. The company received Coverings Installation and Design Awards and the NTCA Five-Star Contractor Residential Installation of the Year Award.  The company also participated in Installation Showcase Projects at Coverings, reflecting Brookes’ commitment to quality craftsmanship and innovation.

Industry leadership and advocacy

Beyond his business achievements, Brookes has served as an industry consultant and recognized expert for the California State License Board. He advises on tile standards and best practices. He chaired the NTCA Methods and Standards Committee and continues to serve on ANSI, TCNA and NTCA Technical Committees. His work has shaped standards that support contractors nationwide.

Today, Brookes leads the installation team at Fireclay Tile, a company known for its focus on sustainability, design and craftsmanship. Fireclay CEO Eric Edelson credited Brookes’ leadership and expertise as key to the company’s continued growth and success.

Commitment to education and service

A strong advocate for education, Brookes often shares his expertise with designers, builders and architects through workshops and presentations. He serves as an NTCA ambassador and respected voice within the Bay Area design and construction community.

Over the years, Brookes has received multiple honors for his service. He earned the 2014 NTCA Best Practice Award for expanding membership and promoting professionalism among West Coast contractors. In 2020, he received the NTCA Tile Person of the Year Award.

As the newest member of NTCA’s Ring of Honor, Brookes joins a distinguished group of industry leaders who have made lasting contributions to the association and the tile trade. His enthusiasm, mentorship and lifelong dedication continue to inspire professionals across the country.

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AHSG, Modern Estimates partner on AI measuring tech

Roswell, Ga.—American Home Surfaces Group (AHSG) announced a new partnership with Modern Estimates. The technology company has been named AHSG’s newest supplier partner.

“MEasure, the AI software developed by Modern Estimates, fills the missing link in flooring retail sales and early customer capture,” said Tony Wright, president of AHSG and Commercial USA. “With their innovative technology, our members can more quickly engage and deliver a smoother experience to every customer.”

The partnership gives AHSG members access to AI-driven platform, which allows customers to take accurate room measurements by snapping photos. The system instantly generates estimated quotes, reducing inefficiencies and shortening turnaround time.

Modern Estimates includes built-in customer qualification tools, CRM capabilities and multi-surface support. It helps residential flooring dealers identify serious buyers, improve customer satisfaction and close more sales.

“We’re honored to partner with American Home Surfaces Group and introduce MEasure to its growing network of innovative flooring dealers,” said Maksim Nazarchuk, founder and CEO of Modern Estimates. “AHSG’s forward-thinking approach and commitment to dealer success align with our goal of helping dealers leverage virtual estimating for both labor and materials, along with modern solutions for instant customer engagement and lead qualification.”

The partnership reinforces AHSG’s commitment to connecting its members with innovative tools. These tools simplify operations, enhance customer engagement and drive profitable growth.

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25 Things every RSA should know

In today’s competitive retail landscape, one constant remains: the retail sales associate (RSA) is the cornerstone of every successful specialty flooring operation. No algorithm, ad campaign or digital tool can replace the influence of the person who greets the customer, understands their needs and guides them toward the right purchase.

To recognize the evolving demands of today’s marketplace, FCNews presents the second annual “25 Things Every RSA Should Know”—a curated collection of strategies, insights and best practices designed to help retail professionals refine their approach, deepen customer trust and drive long-term success:

Pete Rubando
Giant Floor
Scranton, Pa.

“Understand the impact you have on the customer experience and the company’s success. Focus on the importance of listening and consultative selling.”

Eric Buehler
CarpetsPlus Colortile of Wyoming
Thayne, Wyo.

“Be detail oriented. If the RSA can think of every detail that might happen and have a plan for it, he/she will make a huge impression on the customer that will last for years and eventually turn into repeat sales.”

Jon Dauenhauer
Carpet World
Bismarck, N.D.

“Be empathetic. Empathy enables RSAs to truly connect with customers. Understanding installation specifics enables RSAs to guide customers toward the ideal product for their home.”

Don Cantor
Lake Interiors
Chelan, Wash.

“Ascertain the customer’s needs by asking the right questions. If you ask the right questions the customer will tell you everything you need to know on what products are best for the job.”

Craig Phillips
The Flooring Edge
Akron, Ohio

“Treat every customer interaction with the utmost importance. Whether it be a phone call, text, email or internet lead, RSAs must realize these inquiries are likely not tire kickers. If they don’t satisfy these customers completely, the customer will go right down the street and find someone who will.”

Eric Langan
Carpetland USA
Davenport, Iowa

“RSAs need not oversell. Let the process play out. Industry trends have made trade up a natural progression. First, there is less carpet per sq. ft. being sold in the home; thus, consumers can afford to ‘upgrade’ their purchase to a better or higher-end carpet.”

Paul Schaller
Moran’s Floor Store
Jamestown, N.Y.

“A mentor told me this: Two ears, one mouth. God gave you this ratio, remember it when talking to customers. Listen twice as much as you speak. Get to the point and shut up.”

Stew Mueller
McCrorie Interiors
Port Angeles, Wash.

“Spend a day installing and learn more about the material you’re selling.”

Jacqi Sharrar Hutton
Boyle’s Floor & Window Design
West Chester, Pa.

“Ask the right questions so you can sell the job with confidence. Get to know the clients so that you can better understand their needs. Build the relationship!”

Chris Rogers
Wally’s Carpet & Tile
Upland, Calif.

“Don’t rush to show product. Ask open-ended questions, listen and set clear expectations. Most problems down the road come from not qualifying the customer right at the start. Flooring is more than color or price; it’s about matching their lifestyle with the right product. Also, close in the home as much as possible.”

Buddy Mitchell
Simply Floors
Denver

“1) Follow up quickly with the quote. I’ve sold a lot of jobs because I was the first one to get back to them. They were tired of waiting. 2) Call them until they say no or yes; people like to be pursued. 3) Ask for the sale. Too many RSAs never just ask for it. ‘Are you ready? Let’s get this started. I’ll get you on the schedule and the material ordered. Here’s where you sign.’ Too many salespeople are just afraid to ask.”

Laura Duffy
Barton Carpets and Floor Covering Outlet
Bellmawr, N.J.

“Treat your customer like a friend—listen and qualify appropriately. Don’t be afraid to tell a customer why what they may have chosen wouldn’t be a good fit for their needs. Product knowledge is key. Really try and be well rounded in what you know.”

Chris Friest
The Floor Doctors
Des Moines, Iowa

“Shut up and listen. The customer will tell you exactly how to sell them if you give them the chance.”

Johnette Wilson Wenz
Territory Manager, Provenza

“Use your territory managers and reps! Their job is to train you and support you. They are such a great—free—resource.”

Jason StClair
Territory Manager, Mohawk

“Ask for the sale. There are many different ways to do it, but I see a lot of RSAs who give amazing information and help and then stare at the customer until the customer asks for a business card.”

Harold Traister
Abbey Carpet & Floor
Naples, Fla.

“Always be on the lookout for new business opportunities, especially in today’s market. For example, fewer people are looking to move these days, so try going after customers who may have to maintain their current living arrangements. They may want to re-do some things.”

Diana Finley
InnerView Group
Bala Cynwyd, Pa.

“The consumer comes in with a lot of information, but at the end of the line is an RSA who’s really the expert. That’s why it’s important to invest in professional development for your salespeople. Giving an RSA the opportunity to develop and have access to peers will lead to a happier employee.”

Jerry Levinson
Profit Now for Flooring Dealers
Chandler, Ariz.

“When customers walk into your store, they are not price shopping; they are information shopping. If you give them information they will be much more likely to do business with you.”

Karla Wischmeyer
Verhey Carpets
Grand Rapids, Mich.

“Build your reputation as an expert in interior design. Customers will see you as design consultants, not just salespeople.”

Scott D. Perron
24-7 Floors
Sarasota, Fla.

“Embracing technology, like AI, can streamline communication, reduce the cost of repetitive tasks and create consistency in your customer experience. Whether you’re replying to emails, organizing quotes, crafting marketing campaigns or even writing job descriptions, AI allows your team to focus on what matters most: relationships, culture and growth.”

Lisbeth Calandrino
Former Retailer and Sales Consultant

“Engage your customers with design ideas, offering advice and helping them imagine how their new floors can transform their space. Use your online tools to allow customers to visualize their rooms with new flooring, providing additional value through design consultations.”

Olga Robertson
FCA Network
Shorewood, Ill.

“The RSA needs to listen to the customer and guide her to the best choice for her home. When you know you have something good, tell the story and it will be an easy sell.”

Jeremy Wirges
3 Kings Flooring
Fort Wayne, Ind.

“RSAs need to know what it takes and not be afraid to go get the business.”

Dan Mandel
Sterling Flooring
Anaheim, Calif.

“Follow up, follow up, follow up. Stay in touch with customers from beginning to end—tracking orders, ensuring a positive experience and encouraging satisfied clients to share reviews online.”

Jimmy Poulos
Flooring 101
Oxnard, Calif.

“Own the customer experience. You have to know what your customers like. Once you really get to know your customers and what they like you can charge them double.”

Pami Bhullar
Retail Consultant
Scottsdale, Ariz.

“Spend 5 to 7 minutes every morning when you first arrive at work to study a product in your showroom and get to know the two main benefits that product offers. Repeat the exercise every day for 30 days or longer until you have covered every product in the store and can recite the benefits confidently.”

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Coverings 2026 opens registration, features Gary Sinise

Las Vegas—Coverings, North America’s largest tile and stone event, has opened registration for its return to the Las Vegas Convention Center (LVCC), March 30–April 2, 2026. The announcement includes a keynote with acclaimed actor and humanitarian Gary Sinise and details an expanded Coverings Cares initiative benefiting the Gary Sinise Foundation, which supports veterans, first responders and defenders.

Registration now open for Coverings 2026

Tile, stone and design professionals across all sectors are encouraged to register early for complimentary, all-inclusive passes, available through Feb. 1, 2026. Beginning Feb. 2, a standard advance registration fee of $49 will apply through March 29. Onsite registration will be available March 30–April 2 for $49 online or $99 in person. Non-exhibiting manufacturers can register at a flat rate of $299 at any time.

Early registration provides access to Coverings’ expansive show floor, which spans more than 400,000 square feet across the North and Central Halls of the LVCC. The 2026 event will feature 1,000 global exhibitors from 40 countries. It is expected to attract nearly 25,000 professionals from across the industry. Thousands of qualified buyers and decision-makers will attend to explore new products and build business connections.

Attendees who register online in advance will receive show updates and program notifications. They will also get exclusive promotions and early previews of new product trends and innovations.

Gary Sinise to headline keynote

Coverings 2026 will feature Gary Sinise, award-winning actor, philanthropist and founder of the Gary Sinise Foundation, in a keynote-style conversation with industry leaders. The session will take place April 1 from 8:30–9:15 a.m. PDT. Sinise, known for his advocacy of service and community, will speak to professionals in architecture, design and construction who are shaping the built environment.

Two leading Coverings exhibitors are sponsoring the keynote. MAPEI Corporation is the headline sponsor and PROFLEX Products, Inc. is the supporting sponsor.

“We’re honored to welcome Gary Sinise to Coverings 2026,” said Jamie Rich, Coverings’ managing director. “His keynote participation—and the incredible work of the Gary Sinise Foundation—will deeply resonate with the Coverings community. The foundation’s commitment to building and retrofitting homes for America’s defenders, veterans and first responders mirrors the spirit of service, craftsmanship and collaboration that defines the building and construction industry and the show’s attendees.”

Sinise has built a career spanning more than four decades in film, television and theater. He is known for his Oscar-nominated role as Lt. Dan Taylor in Forrest Gump and acclaimed performances in Apollo 13, The Green Mile and CSI: NY.

He founded the Gary Sinise Foundation in 2011 to serve and honor America’s heroes. Among its many programs, the foundation builds specially adapted, mortgage-free homes for severely wounded veterans. The initiative brings together architects, builders and craftspeople. It includes tile and stone professionals who help create safe, accessible spaces for service members and their families.

Coverings Cares expands partnership with the Gary Sinise Foundation

Coverings Cares, the show’s philanthropic program launched in 2023, will highlight the Gary Sinise Foundation at the 2026 event. The collaboration includes a major contribution from Coverings, with attendee donations matched in part to further support the foundation’s mission.

Hotels and travel for Coverings 2026

Attendees and exhibitors can book hotel accommodations through onPeak, Coverings’ official housing partner. OnPeak offers secure, flexible and affordable booking options with no hidden fees, no upfront deposits and free cancellations up to 72 hours before arrival.

Discounted rates are available at major properties near the LVCC, including ARIA Resort & Casino, Bellagio, Encore at Wynn Las Vegas and others. Guests staying at onPeak partner hotels will have access to complimentary shuttle service between select properties and the LVCC throughout the four-day event.

Visit Coverings.com/hotel for reservations or Coverings.com/travel for additional transportation details.

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Unilin Technologies names Matthew Oliver sales director

Matthew Oliver

Waregem, Belgium—Unilin Technologies has appointed Matthew Oliver as sales director for North America. He will work alongside Floris Koopmans, sales and marketing director, and Lauren Delee, business development manager, IP. Together, they will strengthen partnerships and expand support across one of the industry’s most active markets.

“Matthew brings a deep understanding of the flooring industry and a strong track record in building lasting partnerships,” Koopmans said. “By bringing him on board, we’re doubling down on local support and helping our partners get even more value from our technologies—from locking systems to all the exciting new things we’ll be launching at TISE this year. For years, our traveling team from Belgium has been doing great work across the U.S. Now, with Matthew based locally, we’re making it even easier for buyers to tap into our expertise and get hands-on support right where they need it.”

With more than 15 years of flooring industry experience, Oliver brings deep expertise in business development. He also has a proven background in product innovation and building strong partnerships. “I’m really excited to be joining Unilin Technologies,” Oliver said. “The company’s reputation for innovation and quality speaks for itself and I’m proud to be part of a team that’s driving real impact in the flooring industry.”

Oliver’s new role will deepen partnerships and expand Unilin Technologies’ presence across North America. “Unilin is already the market leader in click technologies across North America and it’s inspiring to see how many companies rely on their solutions,” Oliver added. “I’m looking forward to working closely with those partners—and to helping even more businesses discover the value Unilin Technologies can bring. This is a unique opportunity. Having a clear view of the entire flooring ecosystem—from manufacturers and importers to buyers—puts me in a great position to connect the dots. I’m excited to continue to build those bridges and help our partners thrive in this fast-moving market.”

Oliver will focus on strengthening relationships across the flooring industry. He will help partners make the most of Unilin’s technologies. He will also work to uncover new opportunities for collaboration and growth. “Having Matthew with us in the U.S. is a big win,” Delee added. “His experience and customer-first mindset will be a great boost as we continue to grow and bring Unilin’s technologies even closer to our partners.”

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