Wednesday, February 25, 2026

Wonder Porcelain promotes Dave Godlewski to vp sales role

Dave Godlewski
Dave Godlewski

Lebanon, Tenn.—Wonder Porcelain, a leading American porcelain tile manufacturer, announced the promotion of Dave Godlewski to vice president of sales and marketing – independent channel.

“This promotion reflects Dave’s leadership, vision, and the meaningful impact he has made on our organization in a short period of time,” said Jacky Huang, chief executive officer. “With a continued focus on domestic growth and strong distributor partnerships, we are confident that Wonder Porcelain will achieve further success under his expanded leadership.”

Godlewski joined Wonder Porcelain in 2024, bringing extensive expertise and a proven record of developing and leading high-performing sales organizations. Since joining the company, he has made significant contributions to advancing sales strategies and strengthening valued partnerships, effectively positioning Wonder Porcelain at the forefront of the industry.

Prior to this promotion, Godlewski served as director of sales for the U.S. and Canadian markets. In this role, he played an instrumental part in expanding Wonder Porcelain’s domestic presence, reinforcing relationships with existing distributors and establishing new strategic partners nationwide.

In his new role, Godlewski will maintain responsibility for the independent distributor channel and sales oversight, while now leading all marketing and product development initiatives. Additionally, he will head Wonder Porcelain’s expanding private label division, supporting strategic partners through customized solutions and market-driven innovation.

Beyond his responsibilities at Wonder Porcelain, Godlewski serves on the education committee of the Ceramic Tile Distributors Association (CTDA), reflecting his commitment to industry advancement and professional development.

Wonder Porcelain looks forward to continued growth and innovation as it builds on its momentum within the North American market.

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E by Emser wins Best of IBS Award

Las Vegas—Emser Tile was honored with a Best of IBS Award for Martel, part of its E by Emser Tile line, at the 2026 NAHB International Builders’ Show (IBS), which was held here earlier this month. E by Emser Tile is a luxury line of tile collections curated to reflect a blend of innovation and tradition.

Every year, the Best of IBS Awards recognizes outstanding products in various categories that set benchmarks in design, technology and functionality. Martel is an extruded porcelain scalloped-shaped tile collection that features a special glaze finish. It’s available in four earthy colors and two shapes that can be arranged and installed in a variety of patterns.

“Martel reflects where our team sees tile headed—highly customizable, tactile and inspiring,” said Carly Ghodsian, product design and curation manager for E by Emser Tile. “Winning a Best of IBS Award is an honor and affirms our commitment to deliver inspired products that give designers and builders endless ways to shape unforgettable spaces.”

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Surfaces ’26: Wood vendors showcase category’s finest attributes

Las Vegas—A cursory glance at all the hardwood flooring products making their debut at Surfaces last month made one thing crystal clear: the category is still very much alive and kicking despite ceding market share to competitive hard surfaces in recent years. Across the show floor, hardwood suppliers demonstrated both the visual characteristics and performance attributes of wood via product line extensions and entirely new rollouts.

Following are additional standouts from the show.

Upscale we go

Stanton, long a leader in the soft surface arena, continues its successful expansion across several hard surface categories. At Surfaces the company brought its signature upscale style to hardwood, showcasing a whopping 48 trendy styles in an all-engineered platform.

“The retailer gets everything they want from these 48 styles displayed in a retail setting really screams luxury,” said Arthur Scheel, regional vice president of hard surface, Midwest. “In this display you’ll find traditional hickory, a nice warmer brown with a little bit of red undertone and six really just clean white oak products on a 9 x 16 platform with a 3mm plain-sawn face and really nice finish—all prime grade hardwood. This entire program gives that look of oiled hardwood but with the durability of finish that consumers are seeking.”

But perhaps the best part, according to Scheel, is the products are within reach for mainstream consumers seeking a high-end visual. “Entering the hardwood category with products that convey a high-end feel has been a huge success for us, but we realize not every retailer can fit this mold,” he explained. “So this year we’ve launched what we would call the ‘entry price point into premium.’ This way retailers can take advantage of the entire experience.”

Other major brands are also focusing on the upper-middle to higher end of the spectrum. At the Fabrica, Lux, MSI and Urbanfloor booth spaces, for example, the spotlight shined brightly on luxury, wide-plank options designed to command a premium price.

“The highlight in hardwood at our booth this year is our Chateau collection, our No. 1 collection in all of Fabrica,” said Amy Tucker, director of hard surfaces, Fabrica. “With our three bestselling colors in that collection, we’re offering a herringbone pattern, which can be installed as an accent, basket weave—any of those things the retailer needs to make a beautiful floor for your customer.”

Meanwhile the company’s popular Manor collection gets three new colors in slimmed down, 4½-inch-wide planks. “The narrow planks are becoming popular again,” Tucker said.

Lux, which initially made a splash in the waterproof WPC/SPC arenas, introduced its first engineered hardwood offering, The Woodrow, at the show. The line debuts in two formats: a 7.5-inch-wide x 9/16-inch-thick plank in random lengths up to 75 inches and a 3mm wear layer; and a 9.5-inch-wide plank in a 5/8 thickness and a 4mm wear layer. One is positioned as an entry-level offering, while the other targets a higher price tier. Both are available in three colors.

“This wood program nearly completes the hard surface floor covering category at Lux,” said Jesse Woodrow, chief operating officer. “It’s competitive. It’s aggressive.”

woodAnother company making its engineered wood debut is Tarkett Home. At Surfaces 2026 the company took the wraps off a new line that plays to the company’s French heritage. It features a 4mm European oak wear layer in an overall thickness of 9/16 inches.

“It’s a great premium engineered wood product available in both a more traditional 3-inch-wide plank, a larger, 9-inch-wide plank and in a herringbone design,” said Jason Surratt, president. “It just looks phenomenal.”

Eye on pattern

The popularity of classic hardwood patterns was also on display in droves at Surfaces. The Urbanfloor space, for example, featured a sprawling installation of Savona—a 9 ½-inch-wide collection rendered in an eye-catching herringbone design. Named after the famed Italian port city, Savona combines Old-World charm with modern elements of urban life. MSRP for Savona is $10-$12 per square foot. “We’re seeing a return to classic designs but also renewed interest in hand-scraped looks,” said Jimmy Setiawan, president and CEO. “It’s a very high-end look that’s suitable for custom home builds.”

At the MSI space, all eyes were on updates to its popular W series. This included a McCarran Reserve, a new line that Fallon Crawford, sales director, called an “elevated version of the original McCarran” which features the same color palette but in A- and B-level wood grades. “The visual is a lot cleaner, no knots or fills,” she said.

MSI also showcased a companion herringbone pattern. Measuring 5 x 24, this format adds striking architectural detail to any room, with each plank revealing delicate knots and refined grain variations that highlight the inherent beauty of authentic European wood, according to Crawford. “It’s one of the more exciting introductions in wood we’re showing this year.”

Performance enhancements

woodFor others, the focal point was promoting advancements that improve hardwood’s performance. Case in point was the latest intros at the Preverco space. “One of the key highlights was our new finish, which generated very positive feedback from customers,” said Keven Gaudreault, marketing director. “This latest formulation is more durable than previous versions while also offering enhanced flexibility to better absorb scratches and impacts. In everyday household situations, it helps minimize visible damage compared to many competing products, reducing the appearance of white scratch marks, dents or even finish that cracks upon impact.”

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Tuesday, February 24, 2026

Tips to overcome common staff problems in the trade

staffIn the fast-paced and competitive floor covering industry, effective teamwork among staff is not optional—it is essential. From installation crews and sales professionals to customer service and warehouse staff, every role contributes to project quality and customer satisfaction. When one employee loses steam, another often must pick up the work. If that transition is poorly handled or met with resistance, projects can quickly fall apart.

This reality leads many owners and managers to a familiar question: when a staff employee creates friction or slows progress, should he or she be let go? If the individual is honest and dependable, termination may not be the best answer. Hiring and training replacements is costly and time consuming, especially in a skilled trade like flooring. In many cases, what appears to be poor behavior is actually frustration, burnout or unmet needs. With the right leadership approach, these staff employees can often be turned into valuable contributors.

Before deciding to let someone go, leaders should take time to identify the underlying issue. Following are a few tips:

Open the lines of communication. Respectful, honest communication is the foundation of improvement. Instead of approaching issues with blame, invite employees into a conversation. Ask about the obstacles they face and listen without interrupting or judging. When employees feel heard, trust grows—and negative behavior often decreases simply because they feel supported.

Invest in training and development. Frustration often comes from feeling unprepared. As flooring products, tools and installation methods evolve, ongoing training is essential. Education in installation techniques, product knowledge and quality standards helps employees perform with confidence. Soft skills matter just as much. Training in communication, conflict resolution and customer service equips employees to handle stressful interactions more effectively, reducing tension both on jobsites and in showrooms.

Set clear expectations and give feedback. Unclear expectations are a major source of workplace conflict. Employees need to understand standards for jobsite behavior, customer communication, deadlines and teamwork. Clear expectations eliminate confusion and create accountability. In addition, acknowledge what employees do well and address issues constructively when improvement is needed. Reviewing installation quality or customer feedback helps employees understand that leadership is invested in their success—not just policing mistakes.

Encourage collaboration. Flooring projects depend on coordination. Fostering a collaborative environment builds respect and accountability. Shared goals, team problem solving and cross-department communication help employees see how their roles fit into the bigger picture. When individuals feel like part of a team, they are far more likely to support one another and contribute positively.

In an industry where precision, reliability and customer satisfaction drive success, investing in people pays off. With these strategies, even challenging employees can become dependable assets.


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

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Tuesday Tips: Show buyers what’s possible

 

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 shares his belief that a majority of flooring buyers are highly influenced by sellers who show them what is possible or how to solve a problem.

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Surfaces ’26: Resilient intros push boundaries of realism

At The International Surface Event (TISE) 2026, resilient flooring once again proved it remains one of the industry’s most dynamic categories, with suppliers introducing a wave of new products across multiple constructions. From next-generation rigid core platforms engineered for enhanced performance to refreshed glue-down options that marry affordability with design appeal and hybrid constructions that blend the best attributes of each format, the show floor showcased resilient’s breadth.

Glue down/loose lay

resilientGlue-down resilient flooring is gaining traction in the residential market as more homeowners and installers recognize its balance of performance, cost and design flexibility. At TISE 2026, several new glue-down introductions highlighted this momentum.

Happy Feet is no newbie when it comes to glue down, having been in the category for 12 years. The company has seen the subcategory’s growth firsthand and is not surprised, given its advantages. “America is the land of interesting subfloors,” CJ Johnson, co-founder, told FCNews. “And some of these thinner products and these clicks are a little dangerous for what we’re dealing with in the real world. So people are pushing back. And you can say laminate or a beefier WPC, but glue down—that’s the best answer for any of these subfloors. It’s going to just work with it.”

New this year from Happy Feet is a 5mm, 28-mil, embossed-in-register line with colors that coordinate with its hardwood. “That’s the concept— if you want to put hardwood upstairs and then you have wet areas, you can put a vinyl plank down and continue your color scheme,” Johnson explained.

LX Hausys unveiled its Crafted Connections lineup of glue-down LVP. The line features broad 9 x 60 plank sizes in CraftedWood options, an ultra-realistic wood visual, complete with rich graining and subtle textures, in various colors; and CraftedClay, a stone-inspired option featuring soft veining and textures, available in a 24 x 24 tile format. It is available in 2.5mm and 5mm thicknesses.

The styles also feature the company’s TrueMatte technology to provide an ultra-matte surface that minimizes glare and reflections and provides head-turning visuals. “It gives it a much more natural design aesthetic,” said Brian Rhee, director of decorative and materials – flooring business and development, of TrueMatte. “In addition to that, it also helps hide wear and tear over time—better than your typical LVT options that are out there. We’re really excited about Crafted Connection. It’s been a long time coming.”

Titan Surfaces, while just a few years old, broke into the industry with deep experience in resilient flooring via its leadership team. Steeped in WPC know-how, the company has focused much of its efforts in that category but has since expanded beyond it as well. Case in point is its entry into the glue-down category with the launch of Revival, a 2.5mm, 20-mil product available in six colors and positioned for success at retail.

“I think as an industry we oversold SPC and we kind of made it bulletproof,” said Jason Smith, vice president. “Our industry tends to do that sometimes. So in Titan’s early days we were a little more well versed on [its shortcomings and the needs of the dealer]. And when you look at a glue down, installation and cost are much easier to deal with. So we feel that the glue down will give us an option to capture some of that [SPC] business with a better product.”

Infinity Floor is still new to the resilient flooring market—this show marked its second year—but it came to Las Vegas with purpose. “Last year, for anybody, big or small, was not easy,” said Tyler Geren, CEO. “And for us to start in a slower time was tough. But our best months were the back half of the year, and January has been great so far. We’re still here and we’re growing.”

Part of that growth is the expansion of its resilient flooring lineup. Of its four new products three landed in the glue-down category. “Look, glue down can sell residentially just as much as commercially,” Geren said. “Put the right product in the right places—and that’s what the industry doesn’t do so well. They just say, ‘Hey, this is resilient. Put it wherever you want.’ But SPC has its place just like wood and carpet, but glue down is more universal. It can be used in residential— and used well.”

One of the more unique offerings from Infinity Floor is a 5mm product with an attached pad, “which you don’t see very often,” Geren said. “And it also has a really deep painted bevel.”

Loose lay, too, has experienced a resurgence. Cali, for example, made its entry into the loose-lay market with the aptly named Hang Loose. “It’s a growth opportunity for Cali,” said Mike Belprez, director of product innovation. “As our builder division grows, as our multifamily division grows, so grows the product offering. And this is a classic multifamily/builder, new home construction, residential replacement-type of a product. So we took that cue from the market, from the growth that our company is experiencing, and we made it Cali.”

What that means is Cali stepped away from traditional loose-lay design to add its own touch—while keeping budgets in line. First, the line draws inspiration from its already best-selling SKUs, providing not only market-driven offerings but coordination across product lines. Then it upped the ante. The line is 5mm with a 22-mil wear layer, broader specs than traditional loose lay. It also features premium wood-grain embossing.

Lions Floor also made its debut into the loose-lay market with the launch of FormaLay, a waterproof construction ideal for quick renovations or high-traffic spaces. The line is a 5mm, 20-mil 9 x 60 plank featuring a micro-bevel and wood-grain embossing. Its 10 colors come from some of the company’s most popular SKUs. “We’re keeping it simple—keeping it easy on the price points for the customers,” said Jerry Guo, CEO. “We want them to recognize and engage with it.”

SPC

resilientSPC is once again strengthening its foothold in the residential market after getting a bit of a black eye from cheap imports flooding the market. Suppliers say the construction still provides superior durability and visual appeal in everyday living spaces. At TISE 2026, several new SPC suppliers underscored that belief, with enhanced products designed to squash any residual bad tastes showcased on the show floor.

Ado Floor is a SPC-only manufacturer in Turkey that stayed true to its roots at this year’s show, highlighting its support of the bruised resilient subcategory. “There were bad examples of SPC manufacturers,” said Volkan Yazici, director of U.S. operations of Ado Floor/Europine. “They went subpar in quality. They put a bad name to the product even though it’s an amazing product. We refused to produce anything thinner than 5mm—even when the

market was demanding 3.2mm-3.4mm. We have a 3,000-square-foot lab, and we test everything ourselves. We knew those didn’t pass the tests. Now our customers understand our value.”

The company’s latest innovation is the Excimer Super Matte Technology, which significantly reduces gloss levels for superior realism and provides a soft-to-the-touch feel.

Mohawk came to the show with a plethora of new product updates, including those within its SolidTech lineup. Take Augusta Acres, for example. The line is a 5mm SPC with a mixed-species visual. “This is my favorite introduction,” said Sarah Duncan, senior product manager, resilient. “We needed a rustic refresh in the Select lineup, and this design actually has oak, elm and hickory in it.”

Duncan noted that after the “gray days,” consumers are ready for something else. “Everyone went so sterile, so clean for so long. We got the monotone colors; we went gray, gray, gray. People want more warmth, more movement in their homes. I think mixed species offers you a lot of those options.”

The Dixie Group took a minimalist approach with its TRUCOR line, opting for a more curated, concise collection. TRUCOR Tru-Tile, for example, is an SPC with six colors in dimensions of 12 x 24. “We’re in the happy medium space,” said Doug Helmstaedter, regional vice president, Mountain West region. Boardwalk, a 5.5mm SPC, comes in a 9 x 50 format with 10 colors.

Pelican Creations was back at TISE highlighting its Comfort Core technology, which features an innovative and patented layer that blends optimal ratios of vinyl, EVA pad and SPC thickness to help deliver a comfortable and quiet floor without sacrificing any of the benefits of standard vinyl flooring.

“I find that new technologies are slow to be adopted—it takes four to five years, so Comfort Core is finally gaining momentum,” Yuni Choi, vice president, told FCNews. “We have a more manufacturers that have signed up for the license, so we’re happy with that. And we’re excited about expanding the breadth of products. It began with an SPC core, but now we’re doing it in a WPC and also a laminate. We’re really excited to offer that.”

Lions Floor expanded its SPC offering with the launch of Bevel Mark. “Consumers want to focus on anything that’s thicker—more than 6.5mm thick,” Guo said. “So we wanted to give them that, but we also wanted to make something special for the market to recognize Lions Floor is not only following demand but able to come up with premium features that actually empower the dealer.”

Bevel Mark is Lions Floor latest SPC and features 8mm, 9 x 72-inch planks with a 20-mil wear layer, a pressed bevel, EIR, a 30-plank repeat and premium acoustic padding. It also features a matte finish to provide even greater realism in the design.

SLCC came to the show with new launches across a variety of product categories—including SPC. It’s new Quiet Cloud line features Comfort Core, which provides better cushion underfoot as well as sound absorption.

“We’re positioning this toward the multifamily market,” Rachel Rodriguez, director of marketing, told FCNews. “Often with SPC you need an additional underlay for the sound or you have issues with the click system. By adding the Comfort Core you can avoid that. And we’re already surpassing IIC ratings, too. This has a 72IIC rating. It’s geared toward multifamily and also nursing homes, child development centers, etc.”

Engineered Floors also showcased several SPC products within its PureGrain Flex loose- lay collection, including Paradise Heights (7 x 48), Meadow Woods (9 x 60) and Athena (18 x 36). All three are 5mm loose-lay products with painted bevels.

Also within SPC, the company showed the newest iteration of Colonnade, a 6mm product with an integrated grout and marble looks. “Colonnade has been very well received,” said Ben Wood, hard surface category buyer for Engineered Floors. “It truly looks like stone. We had some customers say they couldn’t tell the difference.”

(This resilient flooring story will continue in the March 9 edition of FCNews.)

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Monday, February 23, 2026

A look to the future: Get to know Gen Alpha

gen alphaI was talking on the phone with my son this morning, which in itself is a positive given that he is 27 and most Gen Zers prefer any means of communication that does not involve directly engaging with another human. We were discussing his next career opportunity, and he was weighing the merits of a work-from-home job (isolation) or a sales gig that would take him in front of people (engagement).

I predicted he would choose the former as I was lamenting how his generation constantly walks around hiding their faces behind hoodies and sunglasses while stuffing their ears with ear pods (lamenting = complaining). He admitted that many of his contemporaries prefer to engage with society at the bare minimum. He traced it back to COVID-19, which thrust people into isolation, depths from which many have not yet emerged. (I warned you six years ago that these lockdowns would have lasting effects.)

Anyway, just when you thought all hope was lost, help is on the way. The bad news is that help is a ways off. It’s coming from the next generation, Gen Alpha, the oldest of which is 16. These are the children of the Millennials. They are the first generation who will be entirely born and shaped in the 21st century and will be the largest generation in history with over 2 billion individuals. They’re going to be very important to you one day.

Obviously, they’re not your customers of tomorrow—it’s more like next week or next year. But know they are a lot different than Gen Z. Case in point: Gen Z experienced the rise of social media, while Gen Alpha was born into a world where digital integration is seamless. Gen Z was shaped by the aftermath of 9/11 and the financial crisis, while Gen Alpha is shaped by rapid technological advancements. Gen Z values experiences over possessions, while Gen Alpha is expected to demand more personalized and immersive experiences. The latter is going to be critical for you.

Believe it or not, Gen Alpha is already beginning to have an impact on retail. A report authored by Melissa Gonzalez of MG2 Advisory, which focuses on retail evolution, reveals interesting research. For example, Gen Alpha is shaping and inspiring purchases made by the adults in their lives. While adults ultimately hold the buying power, 70% of Gen Alpha report that adults in their lives often purchase items they suggest, supporting they not only influence household buying decisions but are also shaping trends and brand loyalty across generations. They are active participants in deciding what to buy, sharing what they have learned online. This is why store environments cannot afford to overlook the range of age groups moving through their spaces, because even without a credit card, Gen Alpha is already shaping how brands and stores show up.

Your store experience will be important to this generation. Unlike so many who favor purchasing online today, 73% of this generation said they prefer shopping in-store to fully immerse themselves in a brand’s environment. They value hands-on experiences that let them explore products, validate purchases and connect with the brand on a deeper level. (Did someone say room viewer?)

You will need to connect with them from a technology standpoint. With fluency across smartphones, tablets, computers, digital worlds, virtual reality and AI tools, they are quickly surpassing Gen Z and Millennials in their expectations for ease and efficiency. Their cultural and commercial influence is accelerating, making it essential to understand what they will expect from brands and retailers in the years ahead.

Here are a few bullet points from the MG2 research:

  • While Gen Z values ethical, sustainable and inclusive brands, Gen Alpha favors personalized, immersive and tech-integrated experiences.
  • 66% of Gen Alpha rely on clear in-store signage to guide their shopping journey, reflecting the simplicity they have come to expect from their online engagement.
  • Gen Alpha discovers brands through a blend of real-world influence and constant digital input. Friends remain their most trusted source, yet their ease with digital platforms explains why YouTube and TikTok are closely behind.
  • Accustomed to speed, access and simplicity online, they expect physical environments to meet those same standards. Store layout, opportunities to test and try and overall look and feel emerge as meaningful value drivers, amplified by the presence of friendly, supportive staff.

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