Sika relaunches STEP Series flooring training program

Rutherford, N.J.—Sika relaunched its Sika Technical Education Program, known as the STEP Series. STEP is a flooring installation training curriculum returning due to strong demand. The program will educate contractors and installers on best practices.

The clinic will run for one year. It will be held in person. The training will focus on using components of the Schonox and Sika Secure System. Training will focus on subfloor preparation, moisture mitigation, acoustical control, flooring adhesives and tile setting materials.

The STEP Series will feature two-day training events held monthly at regional facilities across the country. The program will run throughout the year. Sika will provide lunch, installation materials and tools. Participants who complete the course will receive a certificate of training completion from Sika Corp.

“Sika is well-known throughout the flooring industry for developing problem-solving solutions and best-in-class training for the professional installer,” said Shane Jenkins, technical director, interior finishing at Sika Corp. “Our goal with the STEP Series is to utilize the vast experience of our technical team to better equip contractors and installers with the technical know-how to consistently achieve successful flooring installations. We plan to provide attendees with the proper vocational knowledge and hands-on experience that will enable them to realize the advanced benefits of the Schonox and Sika Secure System. This will put them in the best possible position to succeed and tackle even more challenging installations. This is a great way to expand your capabilities and understand the value of system solutions at the expense of Sika.”

The Sika Secure System offers a multi-tier product lineup backed by an enhanced warranty from a single-source supplier. When used together, the system delivers a complete flooring installation solution. It provides a top-to-bottom approach. The system includes elements of the Schonox, SikaBond, SikaLevel and SikaTile product lines.

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Supreme Court strikes down tariffs, Trump retaliates

President Trump orders 10% global tariff after Supreme Court decision.

The Supreme Court declared U.S. President Donald Trump’s broad global tariffs imposed ​under the International Emergency Economic ‌Powers Act illegal, ruling that he had overstepped his authority under that law.

The 6-3 decision, written by Chief Justice John Roberts Jr., could have significant implications for the economy and consumers.

The federal government has collected more than $200 billion in tariffs since the start of last year. Before the decision, the administration had said that a loss in the case could force the government to unwind trade deals with other countries and potentially pay tens of billions of dollars in refunds.

Trump blasted the Supreme Court, calling the justices “disloyal,” before countering. “We have alternatives, great alternatives,” Trump said. “Could be more money. We’ll take in more money, and we’ll be a lot stronger for it.”

Trump retaliates

Trump said on Friday, Feb. 20, that he would impose a 10% global ‌tariff for 150 days to replace some of ‌his emergency duties that were struck down by the U.S. Supreme Court. He ​said his order would be made under Section 122 of the Trade Act of 1974 and the duties would be over and above tariffs that are currently in place.

The statute ‌allows the president to ⁠impose duties of up to 15% for up to 150 days on any and all countries ⁠related to “large and serious” balance of payments issues. It does not require investigations or impose other procedural limits.

Trump ‌said his administration was also initiating ​several Section 301 unfair trade practices ​investigations “to protect our ​country from unfair trading practices of other countries ‌and companies.”

Trump’s decision to lean ​on other statutes, ​including Section 122, while initiating new investigations under Section 301 had been widely anticipated. But the 10% tariffs ​he announced Friday ‌can only remain in effect for 150 days, and ​Section 301 investigations generally take months to complete.

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Aladdin Commercial launches new website

Calhoun, Ga.—As a recognized leader in the Main Street commercial flooring segment, Aladdin Commercial has launched a newly redesigned website. Developed in close collaboration with customers and sales partners, the enhanced digital platform delivers a streamlined, intuitive user experience tailored to the specific demands of the Main Street market. The new site reflects the brand’s ongoing commitment to innovation, accessibility and delivering tools that better support its partners and clients.

The new Aladdin Commercial website offers an expanded suite of tools that provide deeper insight and greater efficiency throughout the discovery, evaluation and decision making phases. From enhanced product information to improved workflows, the site serves as a comprehensive resource for confident specification.

“This new digital experience reflects our ongoing commitment to serving our customers in meaningful ways,” said Robb Myer, vice president of Aladdin Commercial. “By actively listening to our partners, we’ve created a platform that not only highlights the strength and breadth of our product portfolio but also reduces complexity within the specification process—helping projects advance more efficiently and with greater certainty.”

Key features of the new Aladdin Commercial website include:

• Industry-leading visualization: A new integrated visualization tool allows users to explore flooring solutions in realistic commercial settings.
• Streamlined sample ordering: A new sample function makes it easier to request materials, helping to accelerate the design and approval process.
• Modern user experience: A mobile-responsive interface ensures that customers can access the resources they need from any device.

The result is a customer-informed digital hub that bridges the gap between initial product discovery and final installation.

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Shop-at-home: A case study

Brian and Daniel Elias, owners of Refloor, discuss what it takes to be successful in the specialized arena of shop at home.

In the beginning…

1. ‎What originally prompted you to launch a shop-at-home program?

It’s an interesting story. After nearly 30 years, I sold my shop-at-home windows and roofing business. I wasn’t ready to retire, and I wanted the opportunity to build something alongside my son, Daniel. Because I had spent my career in the shop-at-home model, I was very comfortable with that approach. As we explored what to do next, we evaluated a few product categories where in-home education and expertise truly matter. Flooring ultimately stood out as the best fit for us.

2. How did you define success in the early stages?

Success was defined simply: make the sale, deliver a quality installation and keep our promises to the customer. Most importantly, we wanted to do it consistently, without relying on heroics. It wasn’t about growth.

3. What did you get wrong at the beginning and what would you do differently?

We underestimated how unforgiving the model can be. In-home selling exposes every weakness, training, systems, oversight and customer communication. If we were starting again, we’d invest earlier in leadership, infrastructure and a broader offering.

 4. If you had to start again tomorrow, what would you prioritize first?

Foundation before growth. People, systems and communication come first. With those in place, we would still pursue fast growth, but we would plan earlier for physical locations that support trust, training and customer confidence.

In the thick of it…

1. How does shop-at-home fit into your overall business model now?

Shop-at-home is what we know, and it remains foundational to who we are. I’ve always believed that real success comes from focusing on what you do best, and staying disciplined about it. That’s exactly why I’m not in the restaurant business anymore! We’re always evaluating new opportunities, but we’re not in a rush. Right now, our priority is execution. There’s plenty of important work ahead to continue refining and doing this the right way.

2. What training is required for in-home sales consultants?

Training is extensive (and expensive!) and ongoing. Our consultants must understand construction, subfloor conditions, measurements, product performance and customer psychology. Just as important, they are trained to operate independently in complex situations. In-home appointments are rarely linear, and there is no one there to coach you in the moment when something goes wrong. This is consultative problem solving, not transactional selling.

3. Which product categories perform best in shop-at-home?

Categories where education, scale and context matter most tend to perform best. When customers can see how a product interacts with their space, lifestyle and lighting, higher-quality solutions often win. When customers already know exactly what they want, almost any category can perform. The model struggles most when customers are early in their research and lack clarity, which is where expanded selection and physical locations can add value.

Acknowledging the logistics…

1. How do you manage scheduling, routing and lead flow?

With discipline and constant refinement. In-home sales lives or dies by time efficiency and follow-through. We treat scheduling and routing as strategic levers, not administrative tasks. We use advanced software to optimize routing daily, similar to how large logistics companies—like Amazon—operate, and this remains an ongoing challenge that requires continued investment in technology and process.

2. What systems or software are critical to making the model work?

The model depends on tightly integrated systems across CRM, scheduling, communication and performance management. No single technology is the solution, in fact is shocks people that we have 72 software solutions integrated with our CRM and the number continues to rise. The real challenge is adoption, discipline and data integrity. Technology enables the model, but people make it work.

3. What role do samples, visualization and technology play in the home?

They are decision-support tools, not decision-makers. Physical samples are our standard, but visualization and digital tools help customers narrow choices and eliminate uncertainty faster. The goal is not to impress the customer. It is to simplify a complex decision and build confidence without overselling.

The finances of it all…

1. How do margins compare to traditional retail sales?

Margins are not easier. They are earned differently. Shop-at-home shifts investment from real estate to people, systems and logistics. Marketing becomes far more critical because there is no storefront acting as a beacon. When executed with discipline, the economics are strong. Without discipline, they unravel quickly and that is why people go into in-home sales temporarily and find themselves reverting to storefronts.

2. How has shop-at-home impacted revenue, close rates and average ticket?

We do not have a traditional retail baseline to compare against, since we have always operated this way. What we do know is that when the experience is executed well, customers make more confident decisions. That confidence naturally improves close rates and average ticket, but only when the operational foundation is solid.

3. Is it more or less profitable than traditional retail?

It is not inherently more profitable. It is more demanding. Profitability comes from consistency, accountability and scale. The model rewards excellence and exposes inefficiencies faster than traditional retail.

4. What scale is required to make it work financially?

Meaningful scale is required. You need enough volume to support specialized roles, leadership layers and technology investments. Many companies struggle because they limit their market too tightly and never reach the scale required to absorb the fixed costs of doing this well.

Sound advice…

1. What advice would you give a retailer considering shop-at-home?

Be honest about your readiness. This model demands operational rigor, strong culture and full commitment. It is not a shortcut. If you are not willing to live and breathe it every day, I would advise against pursuing it.

2. What is the biggest mistake to avoid?

Assuming great salespeople can overcome weak systems. In-home sales does not forgive chaos. If pricing models, backend systems and operational discipline are not sound, the customer experience will suffer.

3. Who is shop-at-home not right for?

Retailers looking for a quick win or organizations resistant to standardization and accountability. Doing this right requires a significant investment in infrastructure and leadership. You must have significant capital to invest. While I have always had some storefront envy, I also understand that physical locations must serve the model, not distract from it. We are committed to learning how to integrate them thoughtfully to reduce marketing costs and improve the customer experience.

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Bringing fashion to the floor

What starts on the runway rarely stays there. As fashion embraces bolder colors, patterns and textures, those same ideas are inspiring a new approach to interior design — especially underfoot. Today’s product designers are borrowing from high-fashion aesthetics to create flooring that feels expressive, curated and certainly on trend. Here we explore how the runway is shaping 2026 flooring design, interior details and overall trends in homes today.

A ROARING RETURN

Fashion’s most influential looks are revisiting the spirit of the flapper through a modern lens, reintroducing drop waists, intricate embellishment and graceful, fluid silhouettes. With Art Deco marking its centennial moment, this renewed interest feels timely, inviting designers to reinterpret a classic era with contemporary energy yet classic craftsmanship.

CLOUD-LIKE CALM

Cloud Dancer, Pantone’s Color of the Year, reflects a shift toward quiet sophistication, where softness takes center stage. On the runway, designers lean into pale neutrals, using subtle texture and movement to create visual interest without excess. In interiors, Cloud Dancer-inspired flooring is defined by warm whites, gentle veining and light-reflective surfaces that feel expansive yet grounded.

CONFIDENT COLOR

Bold color is back with the perfect energy to balance the muted Cloud Dancer. On the runway, bright hues collide, creating looks that feel playful, expressive and intentionally a bit messy. Rather than relying on neutrals, color leads the conversation for many. That same confidence shows up in residential and commercial design alike, where vibrant flooring energizes spaces, defines zones and encourages play.

WILD STYLE

Animal print is an old favorite that is once again stepping confidently into the spotlight. While leopard remains a perennial favorite, it is now being met more often with the unexpected charm of zebra, snake and cow prints. On the runway, these patterns invite wearers to choose a print that reflects their own sense of style. This bold-but-balanced approach is mirrored in flooring, where animal-inspired visuals add depth, movement and personality without overpowering a space.

CLASSIC KHAKI

Once representing utility, khaki is stepping into a more refined role, emerging as a versatile neutral that feels both relaxed and polished. Fashion designers are styling khaki in dynamic ways, proving its adaptability across moods and moments. At the same time, khaki-toned flooring and textiles ground a space with warmth while allowing other colors and textures to shine. Equal parts timeless and modern, khaki offers a calm foundation with enduring appeal.

HERITAGE AT HEART

Heritage isn’t just nostalgia; it’s a celebration of craftsmanship, timeless style and enduring design that feels just as relevant today as it did decades ago. On the runway this season designers went into the archives and elevated classic tailoring, traditional fabrics and storied silhouettes with a contemporary twist, honoring what came before while making it feel fresh and intentional. This translates into interior design where rich wood looks bring warmth, character and a sense of rooted history to modern spaces.

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Roomvo/QFloors testimonials: Pioneer Carpet One

With two 50-year-old flooring stores in Idaho, Elizabeth discusses what makes the operations tick—including how Roomvo technology has helped the retailer succeed across the board.

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Setting the vision: Sunil Palakodati

FCNews’ Steven Feldman and Ken Ryan recently caught up with Artivo Surfaces CEO, Sunil Palakodati to discuss his role.

Distribution has seen its share of consolidation. Should we expect to see more of this?

We believe consolidation will continue, and it’s largely driven by fragmentation in the industry and benefits of scale and evolution of technology. Customers today expect deeper inventory, faster fulfillment, national reach and integrated digital and logistics capabilities, which are increasingly difficult for smaller, fragmented distributors to deliver efficiently.

Scale enables centralized shared services, stronger investment in technology and data platforms and more resilient nationwide supply chains—along with broader and more sophisticated product portfolios. When done well, consolidation doesn’t just create a larger organization, it results in a higher-performing partner that can deliver more consistent value to customers.

How were you able to successfully integrate Virginia Tile, Galleher and Tom Duffy into the overall Artivo family?

Integration is an ongoing journey focused on building long-term capability. We’re aligning our shared services: brand strategy, marketing, sales support, products, technology tools and logistics while preserving the unique strengths of each company.

By integrating thoughtfully and prioritizing the customer experience at every step, we’re creating a platform where each brand performs better together than it could on its own. As we are integrating change is inevitable; however, we are focused on improving customer service levels as well as protecting and preserving our culture.

Amid all the change, how do you keep the momentum going?

We lead with a clear, long-term strategy and stay flexible in how we execute it. Our tactics evolve based on customers’ needs and realities, but our direction remains consistent while the path is negotiable.

Most importantly, our culture and the people who embody it drive momentum. By investing in our people and fostering a culture of collaboration and continuous learning, we give teams the tools, clarity and support to lead through change and drive progress together.

More acquisition targets ahead?

We will continue to evaluate opportunities that strengthen capacity, capability or market reach where it aligns with our strategy. We will remain opportunistic and remain long-term fit oriented with our targets.

What does your crystal ball say about the flooring market in 2026?

While no one can predict the market, we are assuming that in 2026 the residential business will remain soft in the first half with improvement expected later in the year, resulting in performance that’s likely flat overall. We’re cautiously optimistic that demand will hold, but the overarching priority is staying agile as the market evolves.

Final comments?

The industry is navigating turbulence with economic uncertainty, tariffs, evolving technology, shifting supply chains and fluctuating consumer confidence. In times like this, what matters most is staying committed to serving customers, investing in and developing our people and preserving a strong culture.

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