Cyncly names Wynn Grubbs general manager of flooring

Tuscaloosa, Ala. – Cyncly, a leading global provider of AI-driven software for the spaces-for-living industry, today announced the appointment of Wynn Grubbs as general manager of the Cyncly Flooring business unit.

Grubbs brings more than two decades of experience in high-growth SaaS companies and has spent the past two years leading Cyncly’s Kitchen, Bath and Furniture retail (KBFr) business unit, where he built a multi-product strategy to help independent retailers connect their entire business, from design and specification through to customer management and sales. He also brings firsthand experience as a retail business owner and operator, complementing his software background with a practical understanding of the day-to-day demands of running an independent retail business.

“Wynn has spent the last two years proving that retail customers can do more with software that connects every project from end to end, and that is exactly the approach flooring dealers need to thrive in today’s environment,” said James Hamilton, Cyncly COO. “He understands how independent retailers operate, what slows them down and how connected software helps them grow–which is why Wynn is the right person to lead Cyncly Flooring.”

Flooring dealers and contractors manage a demanding set of workflows — quoting, measuring, ordering, installation scheduling and customer service — that too often run on disconnected systems. Cyncly’s flooring software is built to connect these workflows into a seamless experience so flooring businesses can do more: operate more efficiently, reduce errors, and serve their customers with greater confidence.

As GM of Cyncly’s KBFr retail business, Grubbs saw firsthand what becomes possible when independent retailers move from fragmented tools to connected software that spans their entire operation: more efficiency, fewer errors and more time spent on customers rather than administration. Flooring dealers and contractors manage a similar breadth of workflows, from lead generation and estimation through design, ordering and installation. The Cyncly Flooring platform is designed to connect every stage of every project, reducing duplicate data entry and errors that erode margins.

“Flooring retailers are running sophisticated businesses, but too much of their operation still depends on stitching together tools that weren’t designed to work together,” Grubbs said. “I know what that feels like — I have run retail businesses myself, and the administrative burden of managing disconnected systems is real. My priority is helping them spend less time on their software and more time on their customers and their growth. The investments Cyncly is making across its flooring products will give dealers and contractors of every size the tools to run a more connected, more efficient business.”

 

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In a world full of takers, be a Dolly

Living in Nashville, with a daughter who is a music artist and a son-in-law in the music industry, there has been no shortage of conversation lately about Dolly Parton and the legacy she has built.

Whether you love country music or not, it is hard not to admire what Dolly has done with her success. She has given her time, influence, energy and, yes, a whole lot of money to the things closest to her heart. Somehow, she made philanthropy look almost as natural as rhinestones.

One of the best examples is her Imagination Library. Dolly created it in 1995 as a tribute to her father, who could not read or write. What began in her heart as love for her dad grew into a worldwide effort that has placed hundreds of millions of books into the hands of children, giving them an opportunity her father never had.

But what strikes me most is that Dolly gave without requiring a guaranteed return.

She could not know which child would learn to read because a book arrived in the mail, which dream might be sparked or which family might be changed. I am sure she has heard many of those stories over the years, but the stories were never the condition of the gift. She gave because she believed opening the door mattered.

I understand that more today than ever.

I am often asked why I am so passionate about the work of the Floor Covering Education Foundation. Much of my answer goes back to my dad, Bill Mhoon.

My dad believed in hard work, dedication and taking pride in what you did. The flooring industry provided a solid livelihood for our family and, for more than 42 years, it has done the same for mine.

Somewhere along the way, that history became more than a career. It became a purpose.

Of course, “purpose” sounds much more inspirational than it sometimes feels. Some days it looks like endless meetings, building programs, explaining workforce development for the 400th time and asking for every available penny to keep the mission moving. I have learned that nonprofit work involves an impressive amount of asking people for money while trying very hard not to sound like you are asking people for money.

So, no, this is not another article asking you to support FCEF.

Although technically…it is.

Because the bigger point is what we are building together.

Our industry has spent generations developing better products, stronger warranties, beautiful designs and trusted brands. We must now place that same value on developing the skilled professionals who install those products.

We may never know every student whose life changes because a training program existed that introduced them to our industry. We may never see every family supported by a career that began in one of our classrooms. We may never meet every dealer or manufacturer whose customer experience was protected by a better-trained installer.

That does not make the investment any less valuable.

FCEF cannot continue this work without financial support. Every program we build, scholarship we provide, instructor we train and student we introduce to this industry depends on people and companies willing to invest in the mission.

Please donate to FCEF and help us open the next door. Then go one step further—share your knowledge, mentor a student, support a new installer or help create an opportunity that did not exist before.

We may not personally see every life changed by that investment. Dolly couldn’t, either. Sometimes giving simply means believing enough in what comes next to help make it possible.

Finding a purpose bigger than yourself makes getting up each morning a whole lot more meaningful.

In a world full of takers, be a Dolly.

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Kaye Whitener is executive director of the Floor Covering Education Foundation, a non-profit organization dedicated to promoting recruitment, training and retention of floor covering installers. For more information, email kwhitener@fcef.org.

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AMY GRUPO adopts i4F technology

Turnhout, Belgium—AMY GRUPO has signed a new license agreement for i4F’s Optibevel technology. The manufacturer plans to use the technology across most of its new flooring products.

The agreement expands AMY GRUPO’s existing relationship with i4F. The manufacturer already licenses i4F drop-lock, CeraGrout and WPC technologies.

AMY GRUPO plans to apply Optibevel to its new SPC, LSPC and WPC lines. The technology uses a high-precision laser to create decorative bevels directly in the profiling line.

AMY GRUPO is one of Vietnam’s largest manufacturers of ceramic tile and vinyl flooring materials. The company has focused its growth strategy on product development and innovation.

“Innovation is about making a real difference to the products we offer and the experience we deliver to our customers,” said Dinh Quoc Tuan, CEO of AMY GRUPO. “Optibevel is a great example of that as it gives us more freedom to create floors with the natural beauty without compromising on quality or performance. Our relationship with i4F continues to bring valuable technologies into our portfolio, helping us turn new ideas into products that combine beautiful design, lasting quality and ease of use, while delivering greater value and satisfaction for our customers.”

Laser technology expands design options

Optibevel’s in-line laser process addresses limitations associated with traditional cut, painted and pressed bevel technologies. The system matches bevel gloss, design and texture with the flooring surface.

The technology also gives manufacturers greater sizing flexibility and can improve production efficiency. It accommodates formats ranging from small herringbone planks to large wall panels. Optibevel works with SPC, WPC, LVT and other thermoplastic-based flooring.

“AMY GRUPO has been a valued i4F partner for many years and this latest agreement further strengthens our long-standing relationship,” said John Rietveldt, CEO of i4F. “Their commitment to product quality, design and manufacturing excellence makes Optibevel a natural fit for their flooring portfolio. We believe Optibevel is the industry’s most advanced enhanced bevel technology, giving manufacturers a smarter, more efficient way to achieve premium aesthetics while responding to growing demand for more authentic, natural-looking floors.”

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UCX hosts annual day at the races

Saratoga Springs, N.Y.–For the 25th consecutive year, UCX hosted its annual Northeast customer appreciation event at the historic Saratoga Racetrack here earlier this month. The two-day gathering included a day at the races followed by a golf scramble on day two. With about 100 retailers and commercial contractors along with 20 vendors mingling in a relaxed atmosphere, the result was two days of business and pleasure.

“It’s a very special event for UCX, and something our customers love coming to,” said Brian Green, chief sales and marketing officer. Among the 100 dealers and contractors were about 15 UCX Alliance members, the loyalty program that was rebranded a few years ago from the original Flooring Plus moniker. “We’re obviously looking to continue to grow that group,” he added.

Retailers react

Laigle Floor Covering in Canaan, Conn., was among the UCX Alliance members in attendance. The retailer has been doing business with UCX since it was founded about 30 years ago by David Laigle. The business today is now in its second generation with Bryce Laigle at the helm. Bryce noted how Laigle has been an Alliance member since they established the program decades ago, when it was known as Flooring Plus.

What’s the best thing about UCX Alliance? “One is the connection with UCX and two is the opportunity to connect with the other members,” Laigle said. “The longer you’re in it, the more you realize how much other people’s knowledge is vital. There are other benefits like promos and the ability to get some products earlier, but being able to connect with other Alliance members is huge. When you’re an Alliance member you show up to more events, and when you show up more to events you sell more products, and you meet more people to help you sell more.”

The connection with UCX as a company is equally important, Laigle said. “It’s improved our business in the sense that once you’re an Alliance member, it gives you extra status within UCX; they see you’re committed to being a part of their business. They’re going to go a lot further to help you. So it gives you that extra leverage in that they know you’re committed to helping them prosper, so they’re going to help you prosper.”

Partnering with UCX has resulted in a relatively flat but “pretty good” 2026 for Laigle, mainly because the business is diversified. “We do mostly high end, but we also do commercial and a lot of school work,” he explained. “We have a good blend and cover all spectrums, so it’s helped us stay steady.”

Hoffman Floor & Home in Westwood and Park Ridge, N.J., tells a similar tale. Tony Sicilia, owner, has been an Alliance member for about 20 years. In fact, he said Hoffman was UCX’s first retailer of the year. “We joined as a big Shaw and Mohawk dealer, and our business with UCX exploded that first year. It was Flooring Plus at the time. Over time, our business with them just continued to grow. Last year we were again the UCX retailer of the year, and that includes all their dealers from Maine to Texas.”

Benefits of membership for Hoffman include everything from better pricing to rebates to camaraderie. “I’m also on their [advisory] council, so I mentor other retailers within their Alliance group,” Sicilia said. “It’s being part of a group where loyalty and service come first. That’s the best part about being part of a group.”

Sicilia has always favored membership in UCX Alliance to the typical buying group. “The [traditional] groups take a big part out of the retailer,” he said. “Being part of UCX Alliance doesn’t cost the independent retailer anything. All UCX asks for is showroom space, loyalty to the product, sales and service. The other buying groups’ propositions include the group making money.”

It’s obviously working for Sicilia. Hoffman Floor & Home is up over 35% this year, whereas the overall industry is down. He attributes that to the service inherent in a family business. “As an independent retailer, we have a succession plan. My son works for us, my nephew works for us, my son-in-law works for us. We have a local new hire that works for us. We do our own installations. We basically work 24 hours, seven days a week.”

It’s a competitive advantage. Sicilia sees young people coming into the industry, but not within the New York metropolitan area. “It’s too expensive to start up and become a new business here. I’m not seeing a lot of second- and third-generation companies in New York. It’s tough to do business in our area and fight with the big box.”

Steals and deals

Ben Davies, owner of Special Effects Flooring, Clayton, N.C., likes the special deals afforded to UCX Alliance members, but he, too, cited the networking opportunities that come with being part of the group as the key benefit. “They have a good number of products, so the special deals and sales have been good. But my biggest thing about being an Alliance member is getting to know all the UCX people and building those relationships. Having access to leadership will help you down the road. About a month ago, I had a problem on a Friday afternoon, and my rep was on vacation. The next person up was on vacation. I went all the way up to Brian Green, and my problem was fixed in two minutes. That’s the biggest part of it for me.”

Davies seems to be doing the unthinkable today: succeeding in the new construction space. “Business is very good this year,” he said. “And 95% of my business is builder. We go from starter homes to multimillion-dollar homes. We work with guys who build 300 homes and we work with guys who build two a year. We offer a full design service in house for the builder’s customer. We pull their paint colors, siding colors, everything we don’t sell, but we offer it to them for doing all their business with us.”

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Portobello America debuts Aeterna X porcelain collection

Baxter, Tenn.—Portobello America has introduced Aeterna X, a new American-made porcelain collection inspired by crosscut travertine.

The collection expands Portobello America’s “Languages of Nature” series. Aeterna X uses porcelain technology to create horizontal striations designed to add movement and layered depth to contemporary interiors.

The collection coordinates with Portobello’s Aeterna vein-cut series. Designers can combine the two looks to create directional contrast while maintaining a consistent color palette.

“Aeterna X is about expanding the visual language of stone through a modern lens,” said Gabriele Berleze, product manager at Portobello America. “By focusing on the layered depth and organic movement found in nature, we’ve created a porcelain collection that feels both grounded and intentionally contemporary.”

Collection expands design options

Portobello designed Aeterna X for high-end residential and commercial applications. The collection comes in three neutral colors: Bianco, Avorio and Taupe. It features a matte finish with rectified and pressed edge options.

Aeterna X also includes the Inciso Wall Relief and an expanded mosaic program. Mosaic formats include SQ, Clover, Beat and Nova.

The collection offers the look of natural travertine without the maintenance, porosity and wear concerns associated with raw stone. Portobello produces the porcelain domestically.

Aeterna X also features Class A slip resistance and strong DCOF performance. Clover, Beat and Nova powder glass mosaics support wet-to-dry transitions in showers and other high-moisture spaces.

With the exception of relief products, the collection is suitable for wet-to-dry applications. Portobello does not recommend Aeterna X for pools or spas.

Available sizes include 12 x 24, 24 x 24, 24 x 48 and 48 x 48 inches. A 48 x 106-inch slab is available by special order.

Portobello manufactures the 12 x 24, 24 x 24, 24 x 48 and 24 x 48-inch 3D Relief formats in the U.S.

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Bona names Christer Wahlquist president and CEO

Malmö, Sweden—Bona has appointed Christer Wahlquist president and CEO, effective Jan. 1, 2027.

Wahlquist will succeed Lidija Broström, Bona’s senior vice president of marketing. Broström has served as interim president and CEO since August 2025.

Broström will lead Bona through the transition and work closely with Wahlquist before he assumes the role. She will then return to her position as senior vice president of marketing.

“Christer brings extensive experience leading and growing a global company, along with a deeply collaborative approach to leadership,” said Kerstin Lindell, chair of Bona’s board. “His track record of bringing people together, strengthening operations and supporting long-term growth, combined with his emphasis on culture and teamwork, aligns well with Bona’s values. We are pleased to welcome him to Bona.”

Lindell also praised Broström’s leadership during the transition period.

“We are also grateful to Lidija for her steady leadership, commitment and care for Bona during this important period,” Lindell said. “She has provided continuity while helping the company move forward and her leadership will remain invaluable throughout the transition.”

Wahlquist brings global leadership experience

Wahlquist will join Bona as a consultant Oct. 1, 2026. He will work closely with the board, group management and teams across the organization.

The transition will allow Wahlquist to participate in Bona’s strategic planning before formally assuming the president and CEO role.

Wahlquist brings more than 30 years of experience from Nolato, a global business-to-business company serving industries including medical technology. He spent about 20 years helping build Nolato’s medical business. The operation eventually grew to generate about SEK 5.5 billion in annual revenue.

He later served as Nolato’s president and CEO for more than 10 years. During his tenure, the company grew annual revenue from just over SEK 4 billion to about SEK 10 billion. It also strengthened its global position.

“I look forward to joining Bona, a company with a strong heritage, a respected global brand and a clear commitment to quality,” Wahlquist said. “I believe long-term success is built through teamwork and by making the most of the knowledge and experience within an organization. I look forward to getting to know Bona’s people, customers and business and to contributing to the company’s continued growth and development.”

Wahlquist holds a Master of Science in Engineering from KTH Royal Institute of Technology and an MBA from Lund University.

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Daltile Statements conference welcomes dealers

Patrick Warren, vice president, residential sales, dealer and showrooms, doing his best imitation of Love Boat Captain Merrill Stubing, kicks off the 2026 Daltile Statements conference in Naples, Fla.

Naples, Fla.–Daltile kicked off its biennial Statements conference here this morning. Patrick Warren, vice president, residential sales, dealer and showrooms, opened the meeting doing his best imitation of “Love Boat” Captain Merrill Stubing.

Special guests included HGTV personality and producer Chip Wade, who welcomed keynote speaker and Dallas Cowboys legend Emmett Smith.

Established in 2010, Statements is an exclusive, premier partnership network for top ceramic tile and natural stone retailers across the U.S. Showroom benefits include exclusive custom displays, signage and design inspiration setups to turn a local showroom into a design destination. Other benefits include marketing tools like co-op advertising funds along with lead generation programs, consumer financing and automated social media tools.

HGTV personality and producer Chip Wade hosts keynote speaker and Dallas Cowboys legend Emmett Smith at the Daltile Statements conference.

Look for more on this story in the Sept. 14/21 edition of FCNews. 

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Roppe releases inaugural sustainability report

Ostoria, Ohio—Roppe Corp. a leading manufacturer of commercial resilient rubber and vinyl flooring and part of Roppe Holding Company (RHC), has released its inaugural Sustainability Report, formalizing the company’s environmental, social and governance commitments.

The report, which marks a milestone in Roppe’s 70-plus-year history, details commitments that have long guided the company’s product design and operations. It highlights Roppe’s efforts in circular product design, emissions reduction and resource conservation, covering  product health and safety as well as employee well-being. The report also addresses Roppe’s support for its employees and communities.

“This report is our way of putting a stake in the ground,” said Jacob Gentillon, director of sustainability at RHC. “It shows where we stand today and gives us a clear benchmark as we work toward our future goals. We’re proud of what we’ve built and just as focused on what comes next.”

The report also outlines “The Path Forward,” RHC’s strategic plan through 2030. RHC transitioned to 100% employee ownership earlier this year.

Read the full report here.

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Tuesday Tips: Finish strong

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

In this week’s Tuesday Tips, Tom Jennings, retail training expert, explains why the final moments of a sales presentation matter. Finishing the sale strong can shape how customers remember the entire experience.

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NALFA fall meeting to preview laminate market insights

Savannah, Ga.—The North American Laminate Flooring Association (NALFA) will bring industry leaders together here Oct. 13-15 for its Fall Meeting.

NALFA’s member-led technical, underlayment, mouldings and marketing committees will use the meeting to advance several initiatives. Their work includes standards development, certification, product performance, technical education and category communications. The committee structure gives manufacturers, suppliers and other members a direct role in shaping NALFA’s technical guidance and industry resources.

The fall meeting will build on work from NALFA’s Spring Meeting in Phoenix. Members will also evaluate new market information, identify emerging needs and establish priorities for 2027. In addition, members will preview initial findings from NALFA’s new 2026 Industry Intelligence Program. NALFA designed the Industry Intelligence Program to provide a broader view of the laminate flooring market. The program examines market conditions, business trends, retail dynamics and field-performance issues.

“Understanding what is happening in the laminate flooring market is only the first step,” said Tom Wright, NALFA president and vice president of product management & innovation at Mohawk Industries. “The real value comes from using that insight to guide where NALFA can have the greatest impact. Fall Meeting will bring market intelligence together with the technical expertise of our members to help shape the standards, resources and priorities the industry needs next.”

Register here.

 

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Retailers reveal the suppliers they win with

Successful collaborative relationships between retailers and suppliers requires considerable investment in time and other resources. These partnerships often involve strategic alignment, resource sharing and ongoing engagement to adapt to market changes and consumer needs.

In the flooring industry, suppliers providing high-quality flooring options help retailers maintain customer satisfaction and brand reputation, which is crucial for repeat business. As such, the retailer-supplier dynamic must be in synch on everything from product choice to installation.

FCNews’ seventh annual “Retailers Reveal the Suppliers they Win With” highlights the special bond flooring dealers—as well as distributors— have with their supplier partners.

Read the full feature here.

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Mullican expands Castillian, Wexford collections

Castillian Contemporary

Johnson City, Tenn. — Mullican Flooring has launched a new addition to its Castillian engineered collection. In addition, the company has expanded its Castillian Premier product line with two new colors and added new colors to its popular Wexford solid offering.

Castillian Contemporary is crafted from European white oak and offers 7.5-inch-wide planks in lengths up to 6 feet. Each plank features beveled edges and ends, along with an aluminum oxide finish and a 50-year finish warranty. Available in three sophisticated colors — Broadway, Midtown and White Oak Natural — Castillian Contemporary brings understated elegance, warmth and modern style to today’s interiors.

“Castillian Contemporary has a clean, fresh look, with the quality and precision you expect from engineered flooring,” said Neil Wenger, senior vice president of sales and marketing,  Mullican Flooring. “The AB Grade gives it a more consistent appearance, while the subtle wire-brushed texture and longer, random-length boards help create a smooth, natural flow from one end of the room to the other.”

Castillian Premier additions

Mullican Flooring expands its Castillian Premier product line with two new colors — Crescent Bay and Shorehouse. These colors enhance Castillian Premier’s timeless appeal with a refined, modern touch that is ideal for interiors that value both tradition and style. Precision-made from the finest European white oak, Castillian Premier offers wire-brushed treatments, NWFA Certified Refinishable wear layers, extra-wide 9.44-inch planks in random lengths up to 7 feet and a 50-year finish warranty.

New looks for Wexford

Mullican has also added four new colors to its popular Wexford collection of solid white oak wood flooring. These fresh offerings—Blonde Drift, Cashmere, Honeygrain and Wheatstone— bring a wider range of warm tones designed to complement both classic and modern interiors. Manufactured in the United States and offered in random lengths up to 7 feet, Wexford offers a classic hardwood flooring look that has been enriched with a wire-brushed surface texture and beveled edges and ends. Available in 4- and 5-inch widths, the collection features an ultra-low gloss finish that is protected by a lifetime warranty.

Oak Cashmere

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Retailers React: How has the weather impacted your business?

Every two weeks, FCNews seeks out flooring retailers across the country to offer their advice on hot topics of the day. To what extent has the weather impacted your business?

Here are their responses:

“The weather always impacts business, both positively and negatively. In the winter, snow and ice always negatively impact our business. In the summer, heat typically doesn’t figure too much into the equation—except when older clients don’t want to go out in that weather. Natural disasters such as floods and tornadoes, while devastating to the end user, typically boost business because insurance claims and restoration work significantly increase due to those events.”

—Eric Langan

Carpetland USA

Davenport, Iowa

“I am happy to say we really have not been impacted. The rain was a lot there for awhile, but it really didn’t cause flooding; thankfully no bad tornadoes in our area.”

—Penny Carnino

Grigsby’s Carpet Tile & Hardwood

Tulsa, Okla.

“The weather in my areas consisting of fires, drought, high heat and some flooding may have had some impact on our business. I can’t really say it is good or bad, or if that’s the reason we have been up over 7% the last two months. It’s been a great summer for my business.”

—Eric Mondragon

RC Willey

Salt Lake City

“Honestly, we haven’t had any weather issue yet; hurricane season just started, so we will see. Unbelievably, we still have two jobs to do from the last hurricanes [in 2024].”

—Mike Montgomery

Montgomery’s CarpetsPlus Colortile

Venice, Fla.

“We’ve been dealing with extreme heat. Our mechanics have definitely been slowed by the heat of unloading materials, debris post installation and having to have more frequent breaks to stay hydrated during the hottest part of the year. Most have adapted to the extreme heat, but we do have some customers that say it’s too hot for them to come to us, so we take samples and visit them to make it more convenient and comfortable.”

—Carlton Billingsley

Floors and More

Benton, Ark.

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Alliance Flooring welcomes Cornerstone Flooring

Baton Rouge, La.—Cornerstone Flooring Companies has joined Alliance Flooring as the company refocuses on growing its residential division.

Jim Lloyd, president and founder of Cornerstone Flooring, considered several options before selecting Alliance Flooring. He said the group offered the support Cornerstone wanted while allowing the company to maintain its independence.

“We wanted to partner with a group that didn’t mandate to us or tell us what we had to do,” Lloyd said. “We wanted one that would support us and be our partner. We’ve been in business for 25 years and we wanted to keep our autonomy. Alliance Flooring lets us keep our independence and make decisions we feel are best for us and our market.”

Ryan Dunn, CEO and co-president of Alliance Flooring, welcomed Cornerstone’s residential division to the organization. “We are thrilled that Jim Lloyd and the Cornerstone Flooring residential division have chosen to join Alliance Flooring. For more than 25 years, the Cornerstone team has built a strong reputation as a respected commercial flooring provider and they are now bringing that same expertise and business approach to the residential market. Having experienced the benefits of a buying group, Jim and his team understand the value of finding the right partner—one that can provide resources, innovation and support while allowing them to maintain their independence.”

For more than 25 years, Cornerstone has built its business in the commercial flooring market. The company has developed manufacturer relationships, installation expertise and connections with contractors, builders, designers and property managers. Cornerstone now plans to use those strengths to expand its residential retail business.

Lloyd said visits to two Alliance Flooring member stores helped demonstrate what the organization could offer. “After visiting two of their members’ stores, I saw the benefits of what they could offer us and how they operate,” he explained. “They have what it takes to help small and large businesses succeed in retail. We noticed something right away—they don’t sit on their laurels. They are constantly looking ahead and keeping their members on the cutting edge with technology, merchandising and networking.”

Residential expansion takes shape

Manning Lloyd, Cornerstone’s corporate recruiter, brand and marketing manager, also cited Alliance Flooring’s approach to innovation. “I appreciate what they are doing. They aren’t satisfied with the status quo. In fact, they are continually innovating and making things better and smoother for us. They have an impressive team.”

Cornerstone will build its new showroom around Alliance Flooring’s Perfect Home retail selling system. The concept aims to create an organized shopping environment while improving merchandising efficiency and product presentation.

Ray DeWitt, who joined Cornerstone in June as residential manager, added: “At first, I thought we would have to do things the way they told us and that they wouldn’t be able to provide much to help us. I was wrong about that. This group is top-notch and a true partner that I can now see will help us be successful.”

Looking ahead

Cornerstone will retain its independence while gaining access to Alliance Flooring’s retail resources, technology and merchandising support.

“Another exciting aspect of this partnership is the future leadership already in place at both organizations,” Dunn added. “Jim has Manning, while Kevin and I have our sons, Ethan Logue and RJ Dunn, working alongside us as we prepare the next generation to carry both companies forward. That creates a natural connection between our organizations and a shared perspective on long-term growth, succession and the future of the flooring industry. We look forward to working with the entire Cornerstone team.”

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The Cali story is built on lifestyle, authenticity

Cali started with a surf trip. In 2004, two friends discovered bamboo on a trip to Hawaii, noticed how fast and strong the woody grass grew, and came home to San Diego with an idea: Sell a sustainable alternative to traditional building materials. What began as rolled bamboo fencing grew into bamboo flooring, plywood and composite decking—and a company that would spend 13 consecutive years on the Inc. 5000 Fastest Growing Companies list.

But the story dealers know best didn’t begin on that beach. It began in 2017, when Doug Jackson joined the company after a 24-year career at Shaw Industries.

A new direction

At the time, the company was known mostly as a direct-to-consumer bamboo brand. Jackson saw something bigger: a lifestyle brand that could serve the entire flooring market—dealers, designers, builders and trade professionals alike— without losing its California soul. That vision meant building real credibility in a business-to-business industry that rarely takes newcomers seriously.

The turning point came in 2018, when Cali was accepted as a vendor by the National Floorcovering Alliance. Membership signaled to the industry that Cali wasn’t a passing trend; it was a serious partner committed to the dealer channel. That same year the company crossed $100 million in revenue and assembled what World Floor Covering Association CEO Scott Humphrey called a “dream team” of industry veterans.

“What we’re seeing with the leadership of Doug Jackson and the assembly of this dream team of flooring industry professionals is a real opportunity to make a difference and change the paradigm in our industry,” Humphrey said at the time.

Jackson brought in seasoned talent who knew the channel and the regions they’d serve—people like Bob Fish, Chanel Clifford, Jay Flynn and later Jim Curtin, a 40-year industry veteran who took the reins of Eastern U.S. dealer sales. Each hire deepened Cali’s relationships with retailers who valued working with people who understood their business. Strengthened connections led to partnerships with other flooring groups, including CCA in 2022.

Beyond bamboo

As the team grew, so did the product line. In 2019, Cali moved into hardwood with the launch of the Meritage collection— premium European white oak, responsibly sourced and cut into extra-long, extra-wide planks. “Meritage represents Cali venturing into the upper echelons of luxury hardwood flooring, but with a price point that really rocks the boat,” Jackson said at launch. That balance of quality and value would become a defining Cali trait.

Hardwood became a strategic priority. Under Jackson’s direction, the team leaned hard into developing wood collections that felt natural and beautiful while staying accessible—a direct expression of the brand’s “Simply Authentic” ethos and its West Coast roots. Today, the Barrel Trilogy anchors that effort: Barrel offers best-selling European white oak at an accessible price, Varietals showcases unstained species like ash, acacia, maple and hickory, and First Press delivers artisanal, hand-finished character. Merchandised together in Cali’s signature wine barrel displays, the Trilogy gives dealers a clear framework to guide customers by style and budget.

Cali’s vinyl business has long been its bread and butter—anchored by Longboards, a best-selling collection dealers know well, now evolved into Longboards Icons, a longer WPC version of the classic. The category kept innovating to meet new demand, including collections built specifically for the builder and multi-family market, like the loose-lay Hang Loose and glue-down Laid Back. And Cali’s laminate reimagined the category entirely, engineering wood-look collections like Mavericks and Santa Cruz with attached padding, watertight cores and waterproof performance that outperforms customer expectations.

Stability and scale

In 2021, Cali was acquired by Victoria PLC, a publicly traded UK flooring company established in 1895 with roughly $1 billion in annual sales and operations across Europe and Australia.

The acquisition gave Cali something the previous era hadn’t: stability and resources. As an autonomous Victoria subsidiary, Cali gained access to global manufacturing, substrates and infrastructure—while remaining fully responsible for its own success.

“Today marks the next chapter for Cali,” Jackson said at the time. “We have found a great partner and a permanent home within the Victoria family.” For dealers, that meant more curated product lines, delivered more efficiently, backed by a more robust team. Cali remains one of the strongest-performing brands in the Victoria portfolio.

What dealers see

Ask Cali’s retail partners what sets the brand apart, and what gets mentioned most often are the displays, the colors and products at the best value per square foot.

Cali’s showroom displays—inspired by coastal living and vineyard culture—consistently stand out from the crowd. The fresh, natural color palette answers real customer demand for the light, beachy, organic looks shoppers pull from Pinterest and bring into stores. That distinct aesthetic extends to Cali’s Surfaces trade show booth, which has won Best Booth Design three years running—a remarkable feat for a smaller brand. Each year, the booth immerses visitors in the best of California: the redwoods and state parks, the wine valleys, the surf culture—all while showcasing the latest launches.

Behind the scenes, Jackson’s team reengineered the operation to serve dealers better. They revamped territory manager coverage across the country, hired regional experts with deep local knowledge and optimized distribution centers for faster, more reliable deliveries. They also shaped products around dealer and builder needs—value-conscious hardwood in Barrel, builder-friendly vinyl in Hang Loose and Laid Back, and elevated entry-level oak in Reserve.

Cali also invests in the relationships directly. Regular “Design Center Night Out” events bring designers together for an evening of color and product presentations from Cali’s own designers and developers—paired with wine, food and a first look at upcoming collections.

Giving back

Cali’s commitment to the channel extends to the industry’s future. In partnership with the Floor Covering Education Foundation, Cali created a simple way for retail partners to help address the installer shortage: contributing an additional penny per square foot on Cali orders to fund recruitment, education and training for the next generation of installers.

“This collaboration aims to address the very real challenge with the lack of installers while also bolstering our industry with well-trained professionals,” Jackson said. It’s a fitting expression of a company that has always believed success comes from gathering the right people and doing good work.

Simply authentic

More than 20 years after that first crate of bamboo landed in San Diego, Cali has become something rare in flooring: a brand customers recognize before they read the name. The coastal aesthetic, the curated palette, the wine-country storytelling—it all adds up to an identity that’s unmistakably Cali.

For dealers, that’s the real value. In a crowded market, Cali offers premium, differentiated collections at the best value per square foot, backed by a team that knows the channel and a brand customers already want. From bamboo fencing to a full-portfolio flooring leader, the throughline has never changed: Stay true to the West Coast, stay true to natural materials and stay Simply Authentic.

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Stanley partners with Area Floors, i4F on new flooring brand

Turnhout, Belgium—Stanley has entered the global flooring market through a strategic partnership with Area Floors. The collaboration has produced the first Stanley-branded flooring ranges, all featuring i4F drop-lock technologies.

Area Floors has begun production of the new SPC flooring collections. The company plans to roll them out across the EMEA region (Europe, the Middle East and Africa) later this year.

The Istanbul-based manufacturer brings automated production capabilities, product development expertise and international export experience to the partnership.

i4F’s drop-lock technologies provide the installation system for the new Stanley flooring products. “Area Floors is a strong player in the global flooring market and its prestigious partnership with STANLEY makes its selection of i4F’s drop-lock technology a meaningful endorsement,” noted John Rietveldt, CEO of i4F. “Together, we are helping deliver an easy, reliable flooring experience for retailers, installers and consumers.”

Caroline McInerney, EMEA licensing manager at Stanley, added: “For more than 175 years, STANLEY has stood for quality, durability and innovation. Expanding into flooring is a natural extension of our commitment to the residential construction and home improvement markets. Thanks to Area Floors’ expertise, we have developed a flooring collection for today’s consumers, featuring i4F drop-lock technologies for an easy installation experience.”

Branding supports retail rollout

The companies will also coordinate branding, packaging and marketing initiatives. Stanley and i4F branding will appear prominently on Area Floors’ packaging, installation content and supporting sales materials.

The branding helps retailers and consumers easily identify Stanley flooring featuring i4F installation technology.

“We are proud to bring STANLEY Flooring to the EMEA market,” said Ferhat Çalınaltı, CEO of Area Floors. “This partnership reflects Area Floors’ expertise in developing and manufacturing flooring solutions for leading global brands, combining innovative design, advanced production and international market experience.”

Dervis Anil, project lead for the Stanley Flooring Program at Area Floors, said the partnership combined product development and manufacturing. “From concept to commercialization, our focus has been to build a flooring collection worthy of the STANLEY name. Working closely with our partners, we have combined product innovation, manufacturing excellence and reliable installation to create a premium flooring solution for customers across the EMEA region.”

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Reshoring survey finds U.S. manufacturing momentum building

Sarasota, Fla.—U.S. manufacturers are showing greater interest in reshoring, but policy uncertainty, workforce shortages and import competition continue to create challenges.

The findings come from the 2026 USA Reshoring Survey, conducted by the Reshoring Initiative and Regions Recruiting. The annual study surveyed 249 U.S. manufacturers, including 118 original equipment manufacturers and 131 contract manufacturers.

The survey found more OEMs have reshored or are actively engaged in reshoring compared with 2025. Manufacturers cited tariffs, geopolitical risks and proximity to customers as leading reasons for bringing production back to the U.S.

Companies also reported measurable operational benefits. Improved speed to market and on-time delivery ranked among the strongest positive impacts of reshoring.

Capital investment continues

Manufacturers also indicated plans to invest in domestic operations.

Additionally, 63% OEM respondents said they plan U.S. capital expenditures in 2026 or 2027. Those investments will support reshoring or other domestic expansion.

The report found planned investment remained strong even among companies still considering reshoring. Roughly two-thirds of those companies expect to make domestic capital investments.

At the same time, satisfaction with reshoring declined from last year. In 2026, 65% of OEMs said they were satisfied with their reshoring results, down from 96% in 2025.

Dissatisfaction increased to 25% from 4%. The report attributed some of that shift to labor costs, vendor gaps, inflation and implementation challenges.

Policy uncertainty creates pressure

Policy uncertainty emerged as one of the clearest concerns among manufacturers.

Fifty-seven percent of respondents identified changing trade policies as their primary challenge. That ranked well ahead of market pricing and supply chain complexity.

The report said manufacturers are seeking a more predictable framework that allows them to plan long-term investments.

Steel and aluminum tariffs also created challenges for contract manufacturers. Fifty-seven percent said tariff increases hurt their ability to compete against imports. Only 15% reported a positive impact.

Geopolitical risk has also become a larger factor in sourcing decisions. The report found geopolitical concerns now rival tariffs as a driver of reshoring.

Contract manufacturers see growing pipeline

Contract manufacturers reported increased reshoring opportunities.

The percentage of CMs currently quoting reshoring projects doubled to 32% from 16% last year. Meanwhile, 79% said at least some customers discussed reshoring with them during the past 12 months. Still, domestic manufacturers face considerable price pressure.

CMs reported competing against imports on an average of 38% of quotes, up from 31% in 2025. When they lost business to imports, respondents cited price as the primary factor 94% of the time.

Half of CMs that lost orders on price said the winning import bid was at least 30% below their own.

The survey also found growing adoption of Total Cost of Ownership, or TCO, among OEMs. Forty percent now use TCO when comparing domestic and offshore sourcing options, up from 30% in 2025.

Skilled labor remains a barrier

Despite the encouraging results, workforce availability remains another major obstacle to reshoring. Manufacturers reported the greatest difficulty filling skilled-trade positions, particularly technician and maintenance or repair roles. Roughly two-thirds rated hiring for those positions as very difficult or worse.

Companies are increasingly turning to trade schools, internal training programs and community colleges to build their workforce. Those channels ranked ahead of four-year universities in the survey.

Manufacturers remain cautious about whether technology can close the competitive gap. Only 33% believe advances in AI and automation will make U.S. manufacturing competitive enough to cut imports by 50% by 2040.

The 2026 survey marks the second year the Reshoring Initiative and Regions Recruiting have tracked manufacturers’ responses to reshoring, trade policy and domestic investment.

Read the full report here.

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