Surfaces Preview 2010 - January 2010

Armstrong and Mannington are returning to the show floor at Surfaces this year, after displaying in side suites last year. Mannington, a long-time presence at Surfaces, missed only one year on the main floor, while Armstrong last appeared there in 2003. It’s one sign that major players in the industry are willing to do a little more promotion in anticipation that conditions will be improving this year.

“We don’t see robust growth in 2010, but we are starting to see some things that give us optimism,” says Ed Duncan, Mannington’s senior vice president of marketing. “Based on that, along with the new products we’re showing, it made sense to return to the show floor.” Last year, Mannington knew 2009 was going to be extremely challenging and it decided to take a less expensive option.

Mannington is planning to showcase new products in all categories, and Duncan says that Surfaces is the most effective place to show them.

“There’s really no substitute for being able to create your own space and your own exhibit and present your products in the best light,” Duncan says.

Armstrong promises that it will have the largest booth on the floor, and its significant presence is being driven by a slew of new products across every product category. In particular, Armstrong is extremely high on its new vinyl plank offerings, says Paul Murfin, Armstrong’s vice president of sales. The company also relaunched its Armstrong wood brand this year.

“It will be a very large and powerful booth focusing very much on product and merchandising elements,” Murfin says. “We’d like to show what we consider to be the Armstrong of the future.” Armstrong will also show its commercial portfolio, although it won’t be featuring its new alliance with Beaulieu on products for the builder market.

“Those retailers who are winning in this market will be in attendance and this will be a good opportunity to meet them,” Murfin says. “We are extremely dedicated to the independent retail channel.”