The Industry’s Business News & Information ResourceFLOOR COVERING WEEKLY

As waterproof WPC products with hybrid cores continue to capture the attention of the industry, many leading manufacturers have launched their own versions of composite core products aimed at bringing more struc-tural stability to LVT.

And as more and more versions of hybrid core materialize, leading suppliers agreed that it is important to have quality ingredi-ents, a consistent recipe and a closely moni-tored extruding process to produce a reliable core structure.

Di� erences in compositionCurrent hybrid core compositions on the

market range from containing wood � ber to

PVC to various other stabilizing agents all with the intent of providing a more rigid, waterproof and sound abating plank.

USFloors’ Coretec came onto the scene in 2014 and received a patent this earlier. Coretec is a wood plastic composite contain-ing 100 percent pure virgin vinyl, calcium carbonate and other quality ingredients that provide a dense, waterproof core.

“Having the correct composition is vital to the stability and performance of a WPC

When Scott Humphrey took the seat as president and CEO of the World Floor Cov-ering Association almost three years ago, he faced some real challenges. Among them was the association’s serious identity crisis and an unclear reason for existing.

“We existed as the organization that created and sold the Surfaces show. A� er the sale of the show, we struggled to de� ne ourselves, and even though we had many valuable tools and resources for our members, we were scat-tered in our approach, trying to be everything to everyone. In short, we lacked a purpose,” explained Humphrey.

Step by step, that has changed considerably. “� e most important thing we have done

to this point is to de� ne that purpose. It is the core of our existence, and it simply says that: ‘We exist to ensure the success and pro� t-ability of the professional � ooring dealer and to represent their common interest.’ We see our duty and responsibility as addressing those issues that are negatively impacting the opportunity for success among professional

� ooring dealers,” he said.One of the hallmarks of Humphrey’s lead-

ership has been his ability to make WFCA a strong voice in the industry and create meaningful partnerships and alliances that support the industry’s growth and success, be it with CFI or the fcB2B.

“I go in and � nd common ground and how we can work together,” he said, pointing, for example, to the strong relationship that has formed between the WFCA and the National Wood Flooring Association (NWFA) and its leader Michael Martin.

“NWFA is a great part-ner and Michael Martin has become a good friend.

I admire his leadership and the change he has been able to bring about in his relatively short tenure,” said Humphrey. “In fact, there is a new breed of association leadership that is working together to solve industry challenges. � is was the catalyst behind the formation some two years ago of the FCLC (Floor Covering Leadership Council). � e leaders of these non-pro� t associations share the same desire for the � oor covering industry. We want to combine our voices where possible to bring about

Vol. 65 No. 6 A Hearst Business Publication March 28, 2016 $4P

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For breaking news updated each business day, visit us online at www.fcw1.com

PINNACLE

PROMOTION

PRODUCT

PROCESS

Rede� ning the WFCA By Amy Rush-Imber

WPC: Unraveling the mysteryBy Brittany Walsh

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E N V I R O N M E N T A L A W A R D S P R O G R A M

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· FLOOR COVERING WEEKLY · WWW.FCW1.COM March 28, 2016

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ColumbiaA Healthy Respect for Families & the Environment

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Marmoleum Modular is a naturally sustainable linoleum tile collection that makes it easy and fun to create beautiful, healthy interior envi-ronments for both residential and commercial applications. Create custom floor designs with Marmoleum Modular’s stunning palette of more than 60 colors. Four coordinated tile sizes make it simple to create inspiring designs ranging from timeless chevron, herringbone, and checkerboard patterns to modern mosa-ics. Marmoleum Modular is available in 10” x 10” and 20” x 20” squares, and 10” x 40” and 10” x 20” planks. Forbo’s online design tool makes it easy for customers play with color, shades, shapes and patterns to create sustain-

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Forbo Marmoleum Modular

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