By Sarah Zimmerman
Just because Mannington Mills will not be displaying its latest-and-greatest in the main exhibit hall at this year’s Surfaces—find them next door in Ballroom G of The Venetian— does not mean its intros are any less notable than in years past. FCNews recently visited the manufacturer for a preview of what’s to come in 2009.
Hardwood
As builder fell off in 2008, business suffered, said Dan Natkin, director of wood business. Hence, the mill is putting more in retailer displays in ’09 than last year. “One addition to our most successful launch in the last three years— American Oak—is a new matching ¾- and 3/8-inch line,” Natkin pointed out.
“Focused on style, design and value, all products will now run under the American Hardwood Series, which highlights deep, rich colors.” With about 32 total SKUs, the collection offers an array of key American species— Oak, Maple, Hickory, Walnut and Rustic Maple. “We call that plugging the gaps,” Natkin explained.
Another collection, brand new this year, and “generating a lot of excitement” is Marrakech. Capitalizing on the reiterated narrow-width trend, this is a heavy handscraped product with random width. It’s available in four SKUs with spiceinspired colors.
And, finally, Antique Amberwood is the first series of a new collection—American Craftsmen. This is a character-laden species with an exclusive crackle finish achieved with Mannington’s inline print process offered in four SKUs. “It’s a rustic, refined 3-inch visual highlighting knots, splits and natural character accent,” Natkin explained.
Ceramic and tile
This year, Mannington began designing all of its ceramic tile products and having them sourced, explained Jim Dougherty, director of ceramic business. “All our products will now be porcelain, and we will have more differentiated, design-oriented products, focused on color.”
Dougherty noted the line will probably turn over within the next two years. “We are trying to take Mannington into differentiated product that may cost more, but we’re not competing with anybody.”
One collection he feels will be a solid part of the program is Antiquity—the look of reclaimed, antique tile—across several patterns—Weathered Stone/Parchment, Patina and Iron Gate. Aside from that, the mill plans to launch six series and will be updating its accents.
Laminate
David Sheehan, director of laminate and resilient, said laminate business was tough in 2008. “Though not as tough as wood, I think it was 12% to 14% off, but we did not realize those declines, so we think we picked up share.” He explained what used to be a go-to product for retailers has now switched to LVT and suggested price pressures at the low end.
Wanting to leverage the success of one of the new visuals it launched in 2008—Time Crafted Maple in Revolutions Plank—Mannington added a Walnut visual, again utilizing its Variable Edge Technology, which creates a random bevel.
Also, in its stone visuals, the mill launched Mojave Slate as a follow-up to Adirondack. “Available in the popular modular format, Mojave uses our 5-color ink process to add depth and realism,” Sheehan said. The product is available in three colors.
Resilient
“Fiberglass is one of the hottest products around— one of only two growth areas in 2008 on the hard surface side, the other being LVT,” said Paul Mixon, product manager of resilient. “And we were missing an entry level product to go after builder, property management, stocking retail roll dealers.” So, Mannington launched Sobella Value, adding an entry-level package to its Sobella Classic and Supreme offerings, featuring a wide variety of styles and patterns with an easy up-sell story.
And, in LVT, the company made several additions. “LVT refuses to believe we are in a recession,” Mixon said. “So, we continue adding value to our lines.” One such addition is Corsica, a new visual in the Adura Elements collection—a modular design launched in 2008. Corsica not only features Mannington’s V2 technology— allowing for a greater variety of tiles—but also offers its new tumbled edge, which provides increased realism. Corsica is available in four colorations.
Just because Mannington Mills will not be displaying its latest-and-greatest in the main exhibit hall at this year’s Surfaces—find them next door in Ballroom G of The Venetian— does not mean its intros are any less notable than in years past. FCNews recently visited the manufacturer for a preview of what’s to come in 2009.
Hardwood
As builder fell off in 2008, business suffered, said Dan Natkin, director of wood business. Hence, the mill is putting more in retailer displays in ’09 than last year. “One addition to our most successful launch in the last three years— American Oak—is a new matching ¾- and 3/8-inch line,” Natkin pointed out.
“Focused on style, design and value, all products will now run under the American Hardwood Series, which highlights deep, rich colors.” With about 32 total SKUs, the collection offers an array of key American species— Oak, Maple, Hickory, Walnut and Rustic Maple. “We call that plugging the gaps,” Natkin explained.
Another collection, brand new this year, and “generating a lot of excitement” is Marrakech. Capitalizing on the reiterated narrow-width trend, this is a heavy handscraped product with random width. It’s available in four SKUs with spiceinspired colors.
And, finally, Antique Amberwood is the first series of a new collection—American Craftsmen. This is a character-laden species with an exclusive crackle finish achieved with Mannington’s inline print process offered in four SKUs. “It’s a rustic, refined 3-inch visual highlighting knots, splits and natural character accent,” Natkin explained.
Ceramic and tile
This year, Mannington began designing all of its ceramic tile products and having them sourced, explained Jim Dougherty, director of ceramic business. “All our products will now be porcelain, and we will have more differentiated, design-oriented products, focused on color.”
Dougherty noted the line will probably turn over within the next two years. “We are trying to take Mannington into differentiated product that may cost more, but we’re not competing with anybody.”
One collection he feels will be a solid part of the program is Antiquity—the look of reclaimed, antique tile—across several patterns—Weathered Stone/Parchment, Patina and Iron Gate. Aside from that, the mill plans to launch six series and will be updating its accents.
Laminate
David Sheehan, director of laminate and resilient, said laminate business was tough in 2008. “Though not as tough as wood, I think it was 12% to 14% off, but we did not realize those declines, so we think we picked up share.” He explained what used to be a go-to product for retailers has now switched to LVT and suggested price pressures at the low end.
Wanting to leverage the success of one of the new visuals it launched in 2008—Time Crafted Maple in Revolutions Plank—Mannington added a Walnut visual, again utilizing its Variable Edge Technology, which creates a random bevel.
Also, in its stone visuals, the mill launched Mojave Slate as a follow-up to Adirondack. “Available in the popular modular format, Mojave uses our 5-color ink process to add depth and realism,” Sheehan said. The product is available in three colors.
Resilient
“Fiberglass is one of the hottest products around— one of only two growth areas in 2008 on the hard surface side, the other being LVT,” said Paul Mixon, product manager of resilient. “And we were missing an entry level product to go after builder, property management, stocking retail roll dealers.” So, Mannington launched Sobella Value, adding an entry-level package to its Sobella Classic and Supreme offerings, featuring a wide variety of styles and patterns with an easy up-sell story.
And, in LVT, the company made several additions. “LVT refuses to believe we are in a recession,” Mixon said. “So, we continue adding value to our lines.” One such addition is Corsica, a new visual in the Adura Elements collection—a modular design launched in 2008. Corsica not only features Mannington’s V2 technology— allowing for a greater variety of tiles—but also offers its new tumbled edge, which provides increased realism. Corsica is available in four colorations.
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