Superior Interiors

Written Rug by Maartje Santbergen

2010-02-26T08:08:00.000-08:00

This Writtenby rug from Dutch designer Maartje Santbergen is made from tiny rolls of paper, woven together to form a rug. Individual strands can be unwoven in order to read the writing traced upon the paper and create personalised patterns and textures.

Retail Therapy: Barefoot Floors

2010-02-24T07:29:00.000-08:00

Barefoot Floors’ website greets you with zingy orange and a sense of carefree happiness, which is, of course, exactly what they’re offering their customers. Barefoot Floors are selling a concept, not just flooring and that concept is delivered to the browser through a variety of means, video, photo galleries, personal accounts from all members of staff successfully portraying the team, from CEO to Customer Care as a close-knit, highly enthusiastic group who are all 100% sold on the products and services they can offer.

The widespread use of video and story-telling is a great tool for creating brand awareness and drawing the customer into a world, instead of simply presenting products on a flat page. Consumers will feed off the energy and positive attitude of the team in their personal “barefoot stories” which will encourage them to stay longer on the website and browse a greater variety of products.
Potential buyers can browse flooring by product, by room or by sector. Each sub-category contains a list of links. For example, under “by room”, one finds bedroom, bathroom, garden and pathways etc. For each page, suggestions are made as to the collections best suited to those environments, with examples of layout, design and room themes. There is a video of a customer testimonial where they are also invited to tell their “barefoot story”, linking them with the company and further strengthening the impression that this is a company a customer can have complete trust in and form a solid retailer-client relationship. The video also allows for consumers to see exactly how a barefoot floor can fit in a home and what level of customer service the clients enjoyed.

The Products link takes you to the collections, with a designer or customer testimonial and an inside look at who and what inspired the various designs and colours. Brochures are available to download for every collection.
Barefoot Floors have a list of partners, all of whom reflect their concept of carefree, zen living and individuality. The partnership page for garden designer Bernie Quinn features a flip-book photojournal of a barefoot flooring installation as part of the garden designer’s award-winning garden at the Royal horticultural Show.
The overall aim of the website, therefore, is to sell customers an entire lifestyle, based around a flooring product. The stories, images, videos, flip-books and art installations that fill the pages are perfect for the ADD generation whose attention needs constant fulfilment and variety, but also give the impression that when buying barefoot you are buying so much more than a floor, but buying into happiness, a slice of the team’s perfect world. It may sound far-fetched and pretentious, but twenty minutes of browsing on the website and I still wasn’t bored, although a couple of the staff testimonial videos were a touch too sugary for me.

The product barefoot are selling is genuinely creative, stunning to look at and different enough from the norm to hook you in. No amount of fantastic online marketing can flog a duff product, but everything from the slick website design to the high-quality art work and sheer conviction of everyone connected to the company delivers a powerful retail punch.
The only let down? Some missing links and wrong telephone numbers - easy mistakes to make but shocking on a website of this calibre as well as fundamental information for a buyer.

Barefoot Floors

Girli Concrete : Where Riot Grrrl attitude meets Creative Flooring Genius

2010-02-24T02:38:00.000-08:00

Tactility Factory™ is a collaboration between architect Ruth Morrow and textile designer Trish Belford. Developed within the auspices of the University of Ulster, the pair researched and conceived a series of surfaces combining soft materials and textures with the durability and hardness of concrete. The resulting Girli Concrete™ is a bespoke, craft product of exceptional beauty and great creative potential. Pieces are made to clients specifications, and can be as diverse as the fabrics and textiles used.

The woven fabrics used range from linens and stitched materials as well as experimental materials which are in constant evolution and development. Tactility Factory currently offers three standard panel sizes, 17 x 12 cm, 30 x 30 cm, 45 x 45 cm with the bespoke service able to accommodate any sizes or shapes required.

A blog exploring the artisanal traditions and research that lie behind this beautiful product can be found at http://girliconcrete.blogspot.com/.

New York Paved with Gold

2010-02-16T06:51:00.000-08:00

A friend just sent me this, the Standard hotel in new York, a city famous for its movers, shakers and money makers, has paved its grill restaurant with thousands of shiny pennies. Recession? What recession?

Nothing Wooly About Prince's Campaign!

2010-02-05T06:31:00.000-08:00

HRH The Prince of Wales is the man! Proudly standing up for British wool as a sustainable, natural product with excellent resilient and fire-retardant properties he hopes the project will show off the qualities of British sheep fibre for fashion, furnishings and flooring.

A major promotional campaign was launched yesterday (26th Jan 2010) by HRH The Prince of Wales. The Wool Project is his initiative to bring the natural and sustainable attributes of wool to the attention of textile buyers, retailers and ultimately the consumer.
Gathering over 130 textile stakeholders from the world of wool including merchants, scourers, spinners, weavers, manufacturers and major retailers and also icon designers, HRH The Prince of Wales gave the keynote address and explained why he believes it to be the fibre that can add immense value to both fashion and interiors.
The interest in wool originated in discussions with tenants on his estate who outlined the poor return for the shorn fleece. Wool is a historic fibre that has long supplied the carpet manufacturing and upholstery industry but competition from man-made fibres impacted on the price of wool globally and present generations have little understanding of the real natural benefits of wool. He explained clearly the issues faced by sheep farmers that make little or no money from wool when their shearing costs are often more than the price they get for their wool. He commented that the “The future of the fibre was looking very bleak indeed.”

“The sad truth is that around the world farmers are leaving sheep production because the price they get for their wool is below the costs of actually shearing it.”

"lovely young wooly!"

HRH is no stranger to controversy and the environmental agenda is clearly a driving passion in his projects. He referred in his address to the ministerial session of the United Nations Climate Change negotiations, where he spoke of the need to change and that by living in harmony with nature, it would be possible to improve the quality of life for an expanding world population.

Touching on the benefits of wool, he clearly believes that the carbon count which is affecting the planet is something each and every one of us can affect in a positive way. The BWMB’s Life Cycle Analysis refers in its conclusion to the fact that wool has far less environmental impact than either nylon or polypropylene and he sees this as something the industry should explore.

He encouraged people to think twice about “the seemingly trivial decision about whether to buy a wool carpet or its manmade alternative, or the decision to buy a wool coat as opposed to a polyester jacket.”

The fire safety aspect of wool is, he believes another major asset that is overlooked by the everyday consumer – well-known to the contract and hospitality industry, where wool is considered the safest fibre for carpet due to its high ignition rate (600 degrees) and its natural flame retardant qualities. The Chief Fire and Rescue Adviser , Sir Ken Knight informed HRH that he would rather send men in to a wool carpeted house because it is more fire retardant and emits less fumes.

Nicholas Coleridge, managing director of Conde Nast, the global publishing company behind titles such as Vogue, is a Wool Project member and also presented to the attendees, he commented, “We want to thrust wool into the public consciousness.” Then, he laid out plans for a major push later in the year which he titled the ‘Wool Week’ which would see the retail world promoting wool in-store supported by POS and PR.

"...and then she said... 'Baaaa'"

The aim is clearly to promote the use of more wool, make it fashionable and better understood, so that consumers are buying with knowledge. And can understand better how their choice makes a difference.

The main wool organisations from around the world have also joined together to back The Wool Project and to promote wool generically. The Prince said, “The wool industry is truly international and I am glad that the Wool Project is now a partnership that includes the wool-growing organisations of Australia, Britain and New Zealand.”

Ian Hartley, CEO of the BWMB commented, “Wool clearly needs to be better understood, regardless of its brand or origin and wool prices have suffered globally not just in one area. This is an excellent opportunity for wool and we are delighted about it.”

The Wool Week will be held during September and the Wool Project will release further plans during the coming months.

Watch the video of the launch:

(issued by Bridgette Kelly, Press and PR Manager at the British Wool Marketing Board)

Concept Interiors talks Flooring Trends 2010

2010-02-02T03:14:00.000-08:00

This morning I spoke to Concept Interiors' head designer Samantha Morgan about her views on what trends we can expect in residential flooring for 2010. This article will feature in full in the February issue of Retail Floors magazine. "Spring is fast approaching and Samantha Morgan, head designer at Concept Interiors, has been looking at future home and interior trends. We asked her to give Retail Floors readers some advice on what materials, patterns and colour pallets will be featuring in homes over the coming year, with a particular emphasis on flooring.

Concept Interiors creates eye-catching and sophisticated living spaces for clients who want the very best in their homes. Says Samantha, “People are starting to opt for quality products in preference to cheaper alternatives for their homes. The current focus is on the more durable and eco friendly choices.” Samantha thinks 2010 will see high quality products and finishing touches such as black nickel curtain poles with lavish jewelled finials and oversized wool pieces such as knitted rugs or upholstered furniture featuring in our homes.

She explains that the two key interior looks for 2010 will be “English Kitsch” and “Eastern Glam”. Both use floral and organic shapes in their style and natural fibres. Weaves also feature in both looks.

English kitsch with the Ryalux william classics collection

Black will remain a signature colour in our bathrooms - but with more style than we’ve seen throughout 2009. Introducing luxurious purples into the theme will simultaneously soften the room and add to the glam factor. “Choosing the right focal point or element for each individual room is important,” Sam continues. “However, you’ll also need the other elements of the space to work with that focal point to complete your room design.” To help make this possible, dramatic flooring and statement lights will be hitting our homes to create a focal point for all of our rooms. Patterns such as stripes or a woven carpet, for example, will bring texture and an area of interest, while lighting can frame the room or highlight a specific element. Indeed, light fittings themselves can become features or the focal point - providing it helps to create an atmosphere.

In terms of wood flooring, Samantha is seeing a growing popularity of dark, chocolatey woods, especially wenge, a marked contrast to the walnut colours that dominated last year. Leather tiles are also making headway in living rooms and hallways, a material that only gets better with age and, like a favourite soft leather jacket, looks good even when worn and lived in.

leather floor tiles from alberta hardwood flooring

In the tile department, porcelain is making a comeback all across the downstairs areas, replacing natural stone as a favourite because of its ease of maintenance and durability.

wenge wood flooring from quick step

Concept Interiors have recently completed an installation of a large format tiled border (600 x 600) with an inset carpet, allowing a seamless flow from a tiled hallway into the living room. Whilst woods are getting darker in colour, carpets are remaining light and neutral, despite the explosion on colour and pattern at last year’s major flooring shows, it seems the consumer is not yet fully comfortable with bold, bright statement carpets in the home, a trend which may cotton on in a couple of years time.

Rugs are where the flurry of creativity remains in terms of pattern and texture, with homeowners more likely to choose a statement rug or a funky design no an item that can be moved or changed more readily than carpet or tile.

The Cartoon Archive

2010-01-29T06:56:00.000-08:00

Every month I get to draw a cartoon, the half hour creative breather from carpets, adhesives, grouts and laminate!

Here's a small selection of my doodles so far...

Created with Admarket's flickrSLiDR.

Bev Hisey: Toronto Based Carpet Designer

2010-01-28T09:13:00.000-08:00

From her website:

Bev Hisey has had her mitts in the design field for a million years. She started with fashion, and moved into home decor after the birth of her daughter in 1990. In addition, she has proven herself to be a great resource for a number of notable Canadian design talents.

In May of 2002, at New York's International Contemporary Furniture Fair (ICFF), Bev launched a new line of handmade carpets, floor runners, cushions and blankets to great applause and media recognition. Since that time, Bev has been creating an ever-expanding line of quality hand-made products for the home, adding new techniques such as hand-tufting, hand-knotting, die-cutting, and silk-screening to her repertoire.

Bev's products are playfully modern with classic finishings, setting her apart as a design original.

Her talent for creating unexpected combinations of colours and textures inspires the eye to gaze and the hand to touch. "They're the kinds of colours you want to fall into" she says.

Forget Meatballs: Embrace Swedish Plastic Rugs!

2010-01-28T08:35:00.001-08:00

I have a penchant for all things Swedish, from meatballs and pickled herring to Annas Peparkakors and gruesome, moody crime novels. These funky PAPPELINA rugs by Lina Rickardsson, made from plastics and vinyl are in bold bright primary colours, are minimalist but fun and can be bought online at the Scandinavian design centre.

BUY THEM HERE

BLINDING VINYL! OFF TO THE AMTICO FACTORY!

2010-01-26T02:01:00.000-08:00

On Friday 22, I went to visit the training centre and factory of luxury vinyl flooring manufacturer Amtico, to learn about their vast range of products, see how a vinyl tile is made, hear about their waste reduction and recylcing programs and understand the myriad of benefits from training and professional development courses at Amtico. Here are some snapshots I was allowed to take as we were guided around the factory - not featured: rather intense smells, squishy earplugs and super-funky factory health and safety shoes, which look rather like orthopaedic aids for club foot sufferers!

Amtico training centre - Note the "cool wall" at the back, where students proudly display work that they've done, ranging from "not so good" to "excellent" in order to compare and contrast, learn from their mistakes and show off the things they've learnt!

Here's where students get to discover and try out a range of grouts, adhesives, DPMs etc. from the four major brands: Ardex UK, Uzin, Mapei and F.Ball. Amtico are not biased and do not promote one over the other, rather they allow students to experiment and choose which they prefer and explore the properties and benefits of each one.

Trainer Neil Perriman talks me through the training process, explaining how students of different levels are given a vaariety of tasks as they progress through the course to ensure each student gets personalised training, feels challenged and is given plenty of opportunity to put into practice a range of skills.

AND ON TO THE FACTORY...

The funky entrance demonstrates the host of options that vinyl flooring offers. And that's not to mention the Amtico clients who've requested everything from a giant monopoly board created on the floor of their conservatory to the eccentric millionaire who had the basement of his gothic country house turned into a life sized Cluedo board!

First off, alchemy is performed... plasticizers are added to oil in giant vats and shuttled off to a scary looking machine called the Banbury Mixer, where it is mixed and heated until it becomes a squishy lump of plastic. This is then sent through a series of heated rollers to smooth it out into a continuous flat sheet.

WHOOSH! BLEEP! WHIRR!

Yes, those would be the big heated rollers... like an industrial-sized set of hair-straighteners. Except you wouldn't want to get your face stuck in them...

Here you can see clearly the different layers that make up the vinyl tile: the backing ply (black), the face ply (white) which sits on the backing ply, and the protective layers (Amtico tiles have 2 such layers!). The actual design of the tile, anything from wood to grass to stone to metallics, will depend on the printed film, which is made by a printers in Japan. This ultra-thin film is bonded onto the face ply, then coated with the protective layer and embossed with a grainy pattern to mimic real-life materials and textures.

Could it be magic? Nope... just lots of heat, heat, heat! Here the various layers are fed into another set of heated rollers, which bonds the layers together, changing the chemical properties within each to ensure strength and resilience and a solid bond. Note the brown roll coming up from the bottom is the very fine, thin film sheet which contains the design - in today's case an oak wood effect.

Finally the vinyl sheet is cut first into tiles, then the tiles arrive in this cutting room, which contains 30 cutting machines. here the tiles are cut to order to the client's specifications, stringent quality control checks are performed and tiles that pass the controls are boxed and dispatched! This is the end of the line for us journalists, but only the beginning of the life of a vinly floor tile!

Interview with Sarah Ludlam, Designer for Ryalux Carpets

2010-01-21T06:30:00.000-08:00

Contract Floors talks to Ryalux designer Sarah Ludlam about William Classics, British design and future trends for carpet.

EJ: William Classics was showcased at NFS last year, as well as a revamped luxurious Ultimate collection. What was the inspiration behind these and where do you generally look for inspiration?
SL: We generally get our inspiration for range development from numerous and diverse sources, for example inspiration for William Classics came in part from the work of our founder William Lomas who was known throughout the industry as a carpet innovator and quintessential English gentleman. For aesthetic and trend inspiration we visit the Milan Furniture Show, Maison et Objets, Decorex and London Design Week, anywhere where new ideas, colours and styles are previewed and fully embraced. In addition to this we spend time at art exhibitions and galleries such at the V&A (a fabulous place for inspiration), and try to take in graduate design shows as this often adds freshness and attitude to our developments. In terms of carpet development we look at new yarns, fibres, construction and manufacturing techniques which have been essential in the development of the new Ultimate range.

William Classics Bedroom Set

EJ: What steps mark the process from the initial idea to a fully realised collection on the stand?

SL: To develop a range is a complex team effort; first we find our colour samples which can be in the form of paper, fabric, yarn or any media really. We then match all the colours and make changes so that the range has a cohesive feel as well as individually lovely. Once we are happy we manufacture the product, create the point of sale and launch the range – easy when you look at it on paper! The reality when you are launching such a complex collection as Ultimate in time for Harrogate is that things get a bit last minute especially as we have completely re-designed our presentation concept and launched this at the show too.

EJ: What do you feel is missing on the carpet market, in terms of design, and how is Ryalux filling that gap?

SL: We are taking a multi level approach to this, we want to put the retailers at the heart of all our developments, we have listened to what they want and designed products and specifically points of sale that they have asked for. We have simplified our message, showing much more product on the point of sale, introducing beautiful photography and the creation of ‘inspiration boards’ to help our retailers talk about carpet as part of the whole interior scheme. We have also researched the preferences of our end consumer and have tried to make our presentation stylish, accessible and full of new, well designed and truly desirable products. We want to lead the way in terms of design and development, creating new and different products in fresh and stylish shades in order to increase the profile of our product and make it a creative force in any interior design scheme.

Part of the Ultimate collection

EJ: Your William Classics collection is a celebration of Britishness. What makes British Design so exciting in your opinion?

SL: I am passionate about British Design; I love the shock of the new combined with intelligence, intrinsic beauty, innovation, heritage and great humour. British design tends to be fresh, directional, quirky and it combines a rich shared design history though fashion, architecture, wallpapers, fabrics, furniture, and product design with free thought, a desire to innovate, a willingness to embrace the future and an unending need to improve our everyday lives, all of which results in iconic design recognized globally.

EJ: Scarlet Opus Trend declared the Ryalux stand to be the best at the show, because of its inclusiveness: portraying flooring in a complete interior design context, not in isolation. What trends do you see for interiors in the next 5 years and how will they be reflected in carpet design?
SL: Yes I met Victoria from Scarlet Opus for the first time at the show and was really pleased to read her blog about our stand. We feel it is so important to place our product in the context of the end consumer - the carpet is an important part of any scheme as a whole and is never viewed in isolation in the home so it felt very natural to us to use furnishing on the stand. For Ryalux, key trends for the next five years will be a move towards colour; this can be as subtle as new mauves, silver greys and cool aquas or for dramatic effect black, reds, oranges, teals and violets as we see our people becoming more confident and self expressive in terms of interior design schemes. Texture has a large part to play as the feeling of a room can be changed purely through the choice of twist pile, velvet or loop pile carpet. Stripes will be an important look as they offer groups of colours to style around and an element of practical pattern in an extremely usable way. We want our product to be as exciting a choice for our end consumer as any other part of an interior scheme.

Amtico Babes! Hot Flooring Wallpaper for your Desktop!

2010-01-20T06:55:00.000-08:00

I love this ad campaign by Amtico. It absolutely rocks!
No surprise this flooring was chosen in TopShop stores across the UK!
Save a babe for your desktop, tell the world how cool flooring is...

Interview with Christine B Whittemore, author of Flooring The Consumer blog and Social Media Expert

2010-01-20T03:58:00.000-08:00

Christine B. Whittemore is Chief Simplifier at Simple Marketing Now, a marketing consultancy firm which she formed in March 2009, focused on integrating traditional with social marketing. Christine previously worked for the flooring industry, specifically carpets, for 6 years as director of in-store innovation for Wear-Dated carpet fibre by Solutia Inc.
She also blogs extensively about marketing solutions for the flooring industry, at Flooring The Consumer. She focuses strongly on marketing for the woman consumer, since, as research shows, women make or influence over 80% of purchase decisions.

As a marketing consultant advising businessmen, Christine addressed in particular the issues of disconnect between consumers and manufacturers and how to present choices to consumers, first in the upholstery business where she started out, then subsequently in the carpet industry where she felt the same dynamics. What began as industry summit presentations and newsletters became a regular column in Floor Covering Weekly, a major US trade title and an exploration and study of the possibilities offered by the internet as a free, fast, and effective marketing tool to educate and share ideas and insider knowledge.

“I had had great success in apparel and upholstery with paper newsletters, but they were becoming preposterously expensive to print and mail out, so I started learning as much as possible about blogs where the creation of content was practically free.”
She encountered skepticism to begin with, with many peers wary of internet as a marketing tool.
“I remember mentioning blogging and blogs to some of my associates and being poopooed that they weren’t serious tools. The flooring industry is a mature one”, says Christine, echoing my impressions that many see a huge divide or barrier between traditional marketing and online marketing, as though they are somehow incompatible, or separate entities, when in fact, when used together they can be especially powerful tools for reaching out to consumers.

Clyde Flooring, a site set up by Richard McKay of McKay Flooring Ltd.

“The current focus in both hardwood and the soft/carpet coverings market however is on product rather than on what the consumer does with it. Furthermore, so many businesses in the flooring industry seem to hire mostly insiders, which leads to a paucity of thinking and perspective.”
Overall, she concludes, the focus has been physical rather than digital, as if somehow the consumer isn’t shopping differently now to ten, twenty years ago, when there is evidence to hand that this is no longer the case. Digital retail is the inevitable future, or even present.
How does one explain to clients, manufacturers, retailers, the advantages of having and maintaining a blog, or some kind of social media presence?
“I launched Flooring The Consumer under the radar, in June 2006. Once it was set up I mentioned it to associates and got their buy in. I used it in presentations when talking about marketing to women, but the transition from integrating offline to online marketing took a long time. It was about bringing it up in conversations, talking about it at tradeshows. I printed business cards with the address of the blog and gave them to clients at fairs. I now have close to 1500 subscribers.. The blog is the single best way to raise one’s digital awareness, to bring your company to life.
Many ask “why bother with a blog, if you have a website”? The answer is simple, but the putting into practice is the challenge. A website lays out information on the table. A blog is a conversation, an exchange of ideas, a form of discussion between manufacturer and consumer. It bridges the divide and becomes a more personal approach, which plays on the factors of trust and loyalty between customer and retailer, consumer and manufacturer. In a sense, its like reverting back to the age of the local shop and tradesman, using the technology of the 21st century.
Social media marketing, of course, is not simply about opening a Twitter account and tweeting about what sandwich you had for lunch as a means of “bonding” with the consumer. It is a time-consuming process and needs careful study and review in order to be effective and to target the right consumer in the right way. It might not benefit everybody.
“I see two big problems with social media, says Christine. Firstly, for large flooring companies, the medium requires that they become intimately involved in it and that they engage in it for the long run. They cannot delegate their social media to an outside company; it needs to come from them in order to be authentic. This means relinquishing some control over their communications and that social media be integrated into their overall strategy – that they be willing to actually talk, communicate with and respond to customers. That takes a lot of thinking through.
Secondly, there’s a problem for smaller organizations. How do you find the time to do it all? This is a big issue for traditional mom/pop stores, independent traders etc. who have been clobbered psychologically by the
economic environment. The days when the consumer came to them and all they had to do was deliver/install the product are over.
But, in the bigger picture, for small to medium entrepreneurial organizations, these tools allow you to reach more people than you can imagine at far less cost than traditional vehicles and more effectively because you can target specific consumers. A great example is Carpets by Otto, a small family business which with a few changes and more personal additions to their web page have reached out to the customer and presented themselves as a clients’ “friend”, giving a sense of community which is very attractive for a consumer searching for a local retailer.

Carpets by Otto Website

Another problem that many in the industry have raised with regards to emphasizing online presence is that flooring is ultimately a tactile product. They then use this as an excuse not to improve, update, maintain or increase their website/blog/online presence. I put this to Christine:
“What I think is scary for many flooring retailers is that all of this requires some deep thinking about what value they bring, then they have to adjust their organization to deliver it. The reason flooring retailers may be slow at getting round to online marketing is that many flooring retailers got into business because they were installers. They have a strong technical knowledge base. But, they aren’t customer focused. Not that they give bad service, but they aren’t focused on ‘walking in her shoes’ and understanding the process/experience from her perspective. Life was easy for many years, with business literally walking into stores without too much encouragement. Now they have to do what I call ‘retail outward’ and do things they aren’t comfortable or knowledgeable about.”
Consumers are much more picky now, and can find a huge range of information online before they approach a retailer, both when it comes to price and quality. They are aware of choices and can find deals online that they won’t necessarily find in store.
“All these arguments are reasons for getting into social media. Can’t do much with your website? Then start a blog and let your personality shine through. Yes, flooring is tactile, but as an industry we do more to sell it as a commodity than we do to showcase it as a design product for the home. So far, most of the social media efforts from flooring are about shouting “Cheap, Cheap, Cheap Carpet and Floors!” Who wants to engage with that?
Consumers are sceptical. They don’t want to be taken advantage of and too often walking into a flooring store is like walking into a used car lot with the hard sell focus. Not pleasant. Flooring is an investment piece. Even in a recession, consumers are willing to pay a bit more for good value and quality.
At last year’s National Floor Show, great efforts were made by companies such as Ryalux to emphasize flooring as a design element, a long-term investment that fits into the whole context of home and family. People had their company designers on the stand, mingling with clients and buyers. Imagery was strong and there was a lot of attention paid to marketing concepts that looked at flooring as an integral element in the home. Somehow, this still hasn’t translated to many company websites or blogs.
Christine elaborates, “Design should be key, it should be emphasized. I believe that’s what consumers want more of. I don’t think retailers necessarily believe that. Phil Pond at trend forecasting company Scarlet Opus (who spoke at the NFS) says that manufacturers have convinced themselves that consumers only purchase beige carpet. However, the only option that consumers are given is beige carpet.”
How does Christine monitor the success of social media for the flooring industry?
“In 2008 I couldn’t find a single reputable sign - other than myself (!) - of flooring in social media. As I got my business going, I started coming across more signs of flooring activity. Much of it I attributed to the winter convention of a prominent flooring retail cooperative which instructed its members to go forth and be social. They all went off and started Facebook and Twitter accounts. As you can imagine, many of those are languishing because they don’t have much of a clue on how to be social and to sustain the effort. However, I started noticing possibilities and some success stories.
I decided to organize what I found by platform and document it in the Social Flooring Index. As a quick first step to evaluating, I’m paying attention to followers/fans, etc. I’m using some of HubSpot’s tools to get a quick read on ranking. And now, I’m getting more immersed in monitoring the level of truly social behaviour. I also want to segregate the blogs, for example, in terms of the subjects they address. There’s a lot of traditional behaviour taking place... hard selling, shouting, not much interacting, but also, some who get it!
So, who “gets it”? Christine cites several examples of companies that “get it”, many small, family operations, but some bigger companies who are starting to explore the possibilities beyond traditional online retail.
“Carpet One Floor & Home in Panama City does a terrific job on Facebook offering flooring tips. Palmetto stores has an active Facebook fan page with contest and passionate users. The Domotex blog has been very useful for industry people. McKay Flooring in the UK (see interview with Richard McKay) has really used the net to its full potential. The aforementioned Carpets by Otto has made small, but significant in-roads.

Carpet One Floor and Home Panama City: (l-r) the blog and the company website.

Does Christine get the sense that if flooring companies don’t get on board the social media bandwagon in the next 5-10 years they will disappear? Could it be that urgent? This year has been crippling for many in the UK flooring industry, and there’s a sense that those who are surviving are having to radically transform their entire approach to the customer
“I do believe there is urgency. My latest Floor Covering Weekly articles have been about the need to be found online. Online visibility is getting so much more critical, to such a point that if you can’t be found online, despite a physical store, you become irrelevant.”

Find Christine at:

Simple Marketing Now / http://simplemarketingnow.com/
http://flooringtheconsumer.blogspot.com
http://carpetology.blogspot.com/
http://www.socialflooringindex.com/
On Twitter / @CBWhittemore
On Facebook / Christine B. Whittemore

Interview with Richard McKay of McKay Flooring Ltd.

2010-01-19T08:50:00.000-08:00

One person who has seen first hand the advantage of a consistent, well-managed online presence is Richard McKay of McKay Flooring Limited, the UK’s largest independent wood flooring company. We spoke to him about his experience of using social media marketing as a powerful tool for improving his business and networking with clients and new contacts.

E-FLOORS: When did you first start using online social media to market your company and what was your initial strategy?

Richard: We first started using social media in early 2008. We were keen to improve both our offline and online marketing and continually noticed references to Twitter, Facebook, RSS feeds, LinkedIn and blogging. We then opened up accounts on these and other social networks to establish how they worked and how we could perhaps leverage them for business. We also set up our first blog and learned about RSS feeds and feed readers. It was quite confusing at first but we then started to piece how these tools could work for us. It was pretty much a case of just getting stuck in - initially there was no firm strategy on social media. More a case of suck it and see.

EF: Many in the industry whom I have apoken to cite time as a major excuse not to develop a more intensive internet marketing presence. How do you find the time?

R: It was quite a labour intensive task at first. I was happy to work into the small hours building up our presence online as the social media space seemed quite natural. Eventually our web analytics reported increased hits to our website. The fact that you can measure the effectiveness of online campaigns is a huge plus. We use Google Analytics (it’s free) to track our website statistics. Furthermore you can see progress on Twitter and Facebook in terms of the number of people following your company. Currently we don’t try and ‘fit it in’ to our work routine. We have prioritised social media and online advertising due to the healthy returns we’ve had in sales and increased brand awareness. We feel there’s a lot of potential in developing our brand and sales online over the next 3 to 5 years and therefore will be allocating resources to these areas.

EF: Are there any particular challenges posed by the flooring industry when it comes to online marketing, web sales etc.?

R: Yes there are a few challenges.... If you sell branded wood flooring online you are instantly compared on price to your online competitors. Also customers like to touch and see the product before they buy which is why we offer a free sampling service. In a large twist to how things were (are) a website is no longer just a brochure site for your showroom or product. We are increasingly thinking of our showrooms as back up to our website. Having a network of showrooms throughout the UK supporting our online shop looks like a good idea....

EF: Aside from purely selling, why is it so important to make maximum use of the internet to market yourself? How does social media etc... help with branding, brand awareness and customer loyalty?

R: Although social media involves time it is cheap compared to traditional media like newspapers, TV and radio. It is also measurable and is where the customers are. Customers who are researching a product or service will do so online. If they repeatedly come across positive mentions of your brand it will help build trust and they are more likley to make a purchase. When we first signed up to Twitter I thought it was another broadcasting medium for us to shout about our products and services. However we now see the true value of Twitter as a tool for listening into and contributing to the conversation. This helps us build relationships, trust and customer loyalty. Social media isn’t a quick fix approach - it’s gradual.

EF: What apps and tools do you recommend for people who are considering improving their company websites and/or blogs?

R: Simply having a brochure website isn’t enough in this social media age. It should really have a blog and link to your Twitter and Facebook accounts. Blogging is important because it enables non techy people like me to update the site with company news, case studies etc. It is also important for attracting organic search via keywords and links. Other sites I’d recommend are LinkedIn, Scribd (an online repository for articles, product brochures, etc.) and Google Reader. The site that I absolutely couldn’t do without is Google Reader which is an RSS feed reader. For years I wondered what the small orange button on my internet browser was for. Rather than have to individually visit all the important websites you visit every day you can subscribe to them via Reader. Combined with Google Alerts you can use this to extract leads, get updates on your competitors and discover mentions of your own brand. Really very powerful in a format akin to email.

EF: Has your business improved noticeably since you started employing a solid online marketing strategy and general online presence?

R: Yes - sales are up due to a targeted pay per click campaign supported by our website, blog, Twitter and Facebook accounts. Still work to be done but early signs very encouraging.

EF: Why do you think so many flooring companies have yet to take advantage of the world of opportunities offered by the web?

R: I think that it seems daunting due to the initial investment in time and having to learn ‘the internet’. Fortunately since the social media boom these tasks can be outsourced to the many social media and marketing companies. Rather than embracing these new technologies and seeing what works and what doesn’t some companies shy away from this increasingly important space. No time like the present I say!

MCKAY FLOORING CAN BE FOUND...

On Twitter / @mckayflooring
On Facebook / McKay Flooring
On their blog / http://blog.mckayflooring.co.uk/
On their sister blogs:
http://bauclic.co.uk/
http://clydeflooring.co.uk/
http://floorcrunch.co.uk/
Company Site / www.mckayflooring.co.uk

Tip of the Week: Removing Wine Stains from Carpet

2009-12-21T05:04:00.000-08:00

It's Christmas, you know it's inevitable... you'll have the folks round, or a bunch of friends for a party and someone will spill red wine all over your carpet. Never fear, here's a handy tip on how to get red wine out of a carpet. If you know any other good crpet stain removal tips, leave a comment. We thought you'd also appreciate a nice young woman doing the red wine stain removal, rather than an old man.

Sustainable Retail: How can The Flooring Industry Play its Part?

2009-12-17T01:51:00.000-08:00

In a future where consumers will demand ever more clarity on a company’s sustainability commitments, the flooring industry can and will play a major role in ensuring the Retail Sector lives up to the green lifestyle it promotes.

The current trend for sustainability is only going to get bigger as consumers become choosier, better informed and more willing to favour sustainable products, or make sustainable lifestyle choices. Housing aside, there is perhaps no area where will this have more impact than in retail, from home furnishings to fashion to food and drink.
Last year’s Ipsos MORI research paper on sustainability in the Retail Sector shows clearly that consumers are asking more and more questions with regard to the products they buy and want to trust that the companies they buy from are committed to the “green” way-of-life extolled on the labels and PR campaigns of the products they sell.
The message that I find key to how this sustainable trend will pan out in the future points out that consumers will soon look beyond the products on the shelves themselves to a commitment to sustainability from the retail space itself.
“A holistic approach and incorporation of sustainable practice into all aspects of the business… will be essential to long term survival”. The retail space will be as important to the customer making green, ethical choices as the products he is buying.
The research also suggests consumers strongly believe that a company that has an overall commitment to sustainability at all levels of business can be trusted to deliver “safe, reliable, good quality products.”
So what does this all mean for the flooring industry?
If retail spaces are going to have to physically reflect the ethos of the company or brand that inhabit them, specifiers working on refurbishment or initial design will have to choose sustainable flooring solutions which satisfy rigorous criteria and help a company demonstrate to consumers that they are prepared to “live and work” the lifestyle they promote.
Not that consumers are currently walking into Topshop and demanding to know where the wood flooring in the changing room is sourced from, but one day, they may well be. A brief glimpse through design magazines, architectural journals and government reports on future builds drive this message of consumer awareness home. Products featured on their pages are no longer simply listed for what they are, but where they are sourced, what certifications they carry that guarantee their manufacturer’s commitments to greener practices, and their recyclability. I predict a not-too-distant future where product branding encompasses the WHOLE package; from the space a product is seen and sold in to the lifestyles of the staff and management teams behind that product or store.

The flooring industry has long championed sustainability. As Contract Floors reported when it went to meet Ray Anderson of InterfaceFLOR, many in the floor manufacturing business predicted the current market trend for sustainable products as far as twenty years ago and changed not only their products accordingly, but also their manufacturing processes, waste management systems, company best practice policies and CSR (corporate social responsibility) targets.
I receive more emails in my inbox informing me of new green developments in flooring or a company recently being awarded a “sustainability award’ of come kind than any other topic. Most of all, I read about retail spaces choosing flooring on the basis of its sustainability, on the basis of its ability to reflect the direction and eco-targets the company has set itself. Consumer flooring brochures now feature a company’s “green” commitments on the first couple of pages, rather than as an afterthought at the back.
The flooring industry can play a major role in a retailer’s sustainability agenda, a role that benefits both the retail sector and itself, and we can all agree that right now, in these two arenas, and in the fight for more sustainable living, every little helps.

(l-r) TopShop flooring by Amtico, and Amtico again in Primark Stores.

And to answer the burning question about that Topshop flooring… It is supplied by Amtico.
"Amtico International works closely with the Arcadia Group and has provided flooring for a number of its Topshop stores." says Sian Lewis, Amtico International's UK marketing manager. I spoke to David Wright, Marketing Director at design consultants Dalziel and Pow UK who recently worked with Topshop and also on a new flagship Primark store in Bristol –pictured- which also features elegant Amtico flooring: “The walkways are laid in a
brick bond format as a point of difference to sales areas. Most departments are a combination of the Limestone Calico tile and tiles from the Microspec range. The lingerie dept uses a tile from the new Back to Black range laid in a quarter turn format.”

Amtico's Back To Black Range

Over the past decade a new seamless flooring solution has been nesting quietly in the development stages waiting for the right moment to present itself as the most desirable, futuristic, concept inspired design to hit the interior design and architectural industry, introducing Galaxy by SEC UK.

Galaxy by South East Coatings UK, in a shoe shop in Weybridge. Zingy!

The latest trend for refurbishment and individuality has broadened the appeal for designer resin flooring in retail, leisure and domestic properties seeking artistic, individual designs or floors in specific colours. Galaxy creates functional and spectacular statements reflecting individuality. The creativity of the design is only limited by your imagination.

From subtle pearl tones to dynamic fashion design, no two projects are alike, as the process is a result of chemical interaction which means each is an interpretation of the chosen colour within the application process, base or background colour and top coats create unique finishes that differ on every application.

Our latest twist in designer flooring pushes the technology of resins in a different direction. This new system incorporates metallic and/or pearlescent pigments. Each floor, each mix and every finish is as individual as the people who choose it. The chemistry that makes this possible means that no two finishes are alike, creating spectacular floors with a “wow” factor that can be as subtle or as bold as you like.

Premier manufacturer of commercial flooring systems, ARDEX UK, and flooring contractors, Hull Flooring Limited, joined forces to provide the ideal flooring solution for a large new toy store in Birmingham.

Ardex at Smyths Toy Store in Birmingham

Smyths Toys Superstores is a leading provider of children's entertainment products with 12 stores throughout Great Britain. To commence the 1200m2 installation, ARDEX K 11 Levelling and Smoothing Compound was applied to provide a smooth and flat surface. Developed for use from 1.5 and 10mm thickness, ARDEX K 11 is a cost effective solution for levelling and smoothing sub-floors such as cement/sand screeds, gypsum screeds and concrete. Fast track projects benefit from ARDEX K 11 as it is hard enough to walk on only 2½ hours after application and final floorcoverings such as vinyl, linoleum, carpet etc., can normally be applied the next day at 20°C. In addition, it can also be used with underfloor heating systems and is fully compatible with the comprehensive range of screeds, repair mortars, DPM’s and floorcovering adhesives from ARDEX.

To conclude, ARDEX AF 100 Pressure Sensitive Acrylic Flooring Adhesive was used to fix Polyflor Mystique PUR vinyl sheet throughout the retail areas, with Polyflor Polyflex Plus vinyl tiles installed to ‘back of house’. With built-in benefits including its solvent free formulation, very low odour and high yield, ARDEX AF 100 has an outstanding reputation for impressive on-site performance, and as a result, has become the flooring industry’s preferred pressure sensitive adhesive.

The team at creative interior designers, Forster Inc, challenged innovative carpet tile company, Burmatex, to create a high impact floor for its Shoreditch showroom to prove once and for all that carpet tiles have shed their former reputation and are now accepted by the A&D community as a design-centric tool for adding personality and dimension to any commercial interior scheme.

Burmatex at Forster's in Shoreditch, quirky, funky designs

Working with Burmatex’s design consultant, Alastair Scott, Forster Inc chose colours to match its brand identity and products to provide a memorable welcome for visitors. Taking the carpet tiles out of their comfort zone, the stunning scheme even has Burmatex’s award winning product, Lateral, running up the showroom’s wall in striking orange tone, Mandarin Duck, and spilling out on to the streets of Shoreditch.

Burmatex’s brand manager, Becky Peters, continues: “We have a natural synergy with design led companies such as Forster Inc, which, like us, believes that good things are not only those that have aesthetic beauty, but are designed to work. Carpet tiles are a durable and flexible flooring product that can really reflect the personality of the people that use a space. As well as being BRE A-rated, Burmatex carpet tiles all have a ten year wear guarantee so fit the bill perfectly.”

Domotex By Train! Go Green in 2010!

2009-12-16T04:54:00.000-08:00

I decided to make the commitment in 2010 not to travel by plane. As someone who travels a lot for my work I thought this would be not only a great challenge, but also a serious commitment to reducing my carbon footprint. Instead of flying to Domotex 2010, which involves somehow getting from Surrey to Stansted airport for a 6.05 a.m flight (about two hours on a train), I decided to get the train the whole way. With the ICE bullet train in Germany and the Eurostar connecting London and western Europe, the whole journey time ends up being no longer than 7 hours, in which I can curl up with tons of leg room and a good book, instead of being packed like a sardine into an easyjet or ryanair tin can. Plus I avoid shuttling to and from airports as Hannover Hauptbahnhof is about 20 mins from the exhibition grounds and there's a free shuttle bus.
Plus, I save burning up up tons and tons of CO2!!!

As the train journy does cost a bit more, I am reducing my overall travel costs by staying at the International Youth hostel instead of a hotel, which offers a bed and breakfast for 32 euros a night. Businessmen may not like the hostel set up, but as a single girl travelling alone, it suits me just fine.

It can be done, so if your boss insists on you flying, take a stand!

Structural Efficiencies: Carpet Trends 2010

2009-12-15T01:32:00.000-08:00

Vorwerk Scale

As if they sensed it was time to stick two fingers up at the recession and fight back with boldness and positivity, this year’s carpet collections oozed colour, wow factor and bright, jazzy prints. What were once safe, muted stripes and block colour carpets were updated with warmer colours, rich dark shades and the occasional burst of fuschia pink, ruby red and even panther black. Designers such as Ryalux encouraged experimentation by allowing consumers to “build their own design” laying stripes and block colours side by side, choosing the combination of stripe colours to match any element in a room and create a variety of moods. Flor by HEUGA had zingy oranges and olive greens, Brintons offered a range of contract carpet designs with intricate Japanese patterns and large, sketched floral patterns in hues of gold, purple and lime green. Designers were invited to talk to visitors at the stands, bringing the design element to the fore and furthering the notion that over the last few years the floor coverings trade has pushed to market flooring as an integral part of an interior design, something durable and of quality but also the element that pulls a room together and is vital in creating the perfect mood for a commercial space, as much a decorative element as a lamp, wallpaper or curtains. For 2010, this move towards increasingly design-led and “fashion conscious” carpets goes a step further, with many manufacturers adding architectural themes or structures into the design and colourings of their collections.

Desso Carpetecture

Desso even went as far as to name their collection “Carpetecture” consolidating the idea that a floor and the building it houses blend seamlessly, the creations beneath a person’s feet emphasising the lines, shapes and textures of urban landscapes. The basis of Desso’s new Carpetecture® collection, Core Structures, comes from the very essence of a building. Pillars, wall surfaces, roofs and beams become concepts for the design and creation of these carpets which draw inspiration from the repetitive forms and individual complexities of architecture. Core Structures consists of seven products providing a choice of carpet tiles and broadloom carpet. Verso offers a delicate, repeat pattern of contoured facets creating an elegant finish in neutral colourways emulating the look of a hard surface due to the flat nature of its structure. With its strong replication of rhythmic pattern, Verso Grid offers a powerful, distinct look as its lattice format provides added depth and dimension of an almost three dimensional quality. Whilst the neutral brown and grey weaves of Verso Bars present a striking finish of durable quality. Pure is a modern office carpet tile, its precise yet subtly textured rib and mosaic effect add depth and dimension for a warmer, natural look. The neutral palette of grey, yellow and brown hues makes it easy to combine with other interior products in any environment. Wilton Profile, Wilton Metallic and Wilton in Ribs are inspired woven broadloom carpet designs with highly textured surfaces and geometric inspired patterns. The natural tones of Wilton Profile conjure up images of light filtering through a framework. Wilton in Ribs takes inspiration from the simple repetition found in walls and windows emulating the look of wire framework. Its durability and timeless quality is perfect for the commercial environment. The black palette of Wilton Metallic is a contemporary option at the cutting edge of design and at the heart of this striking collection. Texture is also a major factor of Desso’s current design philosophy. Texture is an inspired finish of choice providing an array of high quality, visually stimulating options. Patterns and textures, for example, provide an extra dimension and sense of movement.

Vorwerk Scale

A couple of issues back we previewed Scale, the new collection by Vorwerk designed by Iranian-born architect Hadi Teherani. This visionary designer worked with Vorwerk to create a modular carpet range which could take on almost any form, creating dramatic patterns and shapes. As Vorwerk themselves put it “Modular carpet has become architecture in itself.” From pattern and texture to colour and form, carpet tiles can be explored in a new way to create defining floor spaces.

The brainchild of German architectural powerhouse, Hadi Teherani and Vorwerk Carpets, SCALE is more than a labelled collection of regular carpet tiles. It is a collaborative effort at every level, from the creation of different sizes and shapes to the GreySCALE and ColorSCALE colourbooks, the input of award-winning architectural thinking is plain to see. Each element of SCALE is designed as a distinct entity, yet with the intent of linking in a harmonised space creating a floor that becomes part of the architecture. In six defined textures, five defined formats, five defined patterns and seven defined colour groups comes a carpet tile collection that breaks new ground. All works within the collection, including the right angle omitting FreeSCALE, utilise Vorwerk Carpets advanced TEXtiles® backing technology. Completely bitumen and PVC free, made from 60% recycled materials and completely recyclable, TEXtiles® is flexible and light, yet dimensionally stable enough to meet the demands of commercial locations. With both tufted and woven faces in high performance INVISTA Antron® carpet fibre, the entire SCALE collection achieves CE, GUT and TÜV certification. As suitable for the hallway as it is for the workspace or the boardroom, SCALE a TEXtiles® collection by Hadi Teherani begins a new era in carpet tiles.

Interface FLOR

InterfaceFLOR, a worldwide leader in the design and manufacture of modular flooring has launched a new flooring concept: The VersaflexTM System from InterfaceFLOR. The patent-pending system enables hard and soft surfaces to be combined in a single installation for the first time and reflects InterfaceFLOR’s strength in innovation and sustainability on every level – from its The VersaflexTM System has been developed with complete versatility and portability in mind, making it ideal for fast-changing retail and office environments. It is six times quicker to install than a conventional ceramic or porcelain floor and can be walked on immediately after it is laid, resulting in minimum downtime and disruption to business. Also, it is installed in such a way, using a unique grid system with flexible grout and without damaging the sub floor, that it can be easily replaced or re-used. Customers can create a whole new look, change layouts or repair any damage simply by removing and replacing individual tiles. It is even possible to take up the entire system, so that if you move offices or premises your floor can move with you.

Antron Elemental Spectrum

INVISTA’s Antron® carpet fibre forms a fundamental part of Elemental Spectrum, a carpet tile that draws inspiration from the ‘building blocks of everyday life’ by Mannington Commercial, part of the Victoria Carpets Contracts Division. Designed in conjunction with Tom Pelsoi of HOK Chicago, Elemental Spectrum was developed to provide a solution for tighter budgets. Each style is influenced by the readings of elements such as carbon, zinc and iron when placed under a visual spectrograph, giving a linear appearance that can either be strong or subtle. Antron / www.antron.net InterfaceFLOR / www.interfaceflor.co.uk Desso / www.desso.com Vorwerk / www.vorwerkcarpets.co.uk

Rush Flooring

2009-12-11T06:37:00.001-08:00

Felicity Irons of Rush Matting specialises in medieval matting sometimes known as apple matting. She uses bulrush harvested in the UK from the Great Ouse river in Bedfordshire, the Nene river in Northamptonshire and the Avon river in Warwickshire. She harvests these rushes using traditional tools, perpetuating a British tradition than spans centuries and demonstrates a great craftsman’s skill. Where finer rush stems are used to make baskets or chairs, the flatter, thicker stems are used for floor matting. The resulting rush matting flooring is a sturdy, hardwearing and naturally beautiful product, as well as being “British born and bred” so to speak. It is woven by hand using a “nine end flat weave” into strips three inches wide then sewn together by hand using jute twine. Felicity can make floors to customer specifications and for those who desire a real authentic medieval touch she can weave herbs into the matting to enhance the warm scent of the rushes and truly enhance a period home.

Rush Matters / www.rushmatters.co.uk

Interview with Axel Griesinger, Education Director for the Society of British Interior Design

2009-12-11T05:21:00.000-08:00

The traditional view from the construction industry pitches Interior Designers as haughty artists concerned purely with aesthetics and the “feel” and “look” of a space, whereas construction workers, floor fitters or electricians, being manual labourers, are generally perceived as the ones who actually “get their hands dirty”. In reality the interior design profession demands a thorough knowledge of architectural structures, specifications, materials and the practicalities of plumbing, electrics and brickwork. Interior Design and construction go hand in hand and pretending that Interior Designers can call themselves professionals and experts without an intimate knowledge of the shell that they work in is a fault that is sadly reflected in many Interior Design courses offered in the UK.
Axel was born and educated in Germany, back in the days when apprenticeships were commonly offered to students of design and architecture (he studied the latter). He himself trained as a bricklayer and learnt carpentry, often working on building sites, something he found very helpful later on in his career saying it “improved his communication skills” no doubt implying that being able to banter with construction workers is an invaluable skill for a designer. This apprenticeship practice is disappearing due to EU regulations aiming to standardise qualifications offered across the European Union countries. Axel hopes to introduce his university students to apprenticeships, internships and training schemes within the construction and flooring industries and hopes for a free exchange between the two worlds to encourage interior design students to look beyond the parameters of their courses but also enable manufacturers to market schemes to the interior design industry.

“I always want to know how students can get involved”, says Axel, “either with design professionals or manufacturers who can approach the students, like Dalsouple have done, organising student competitions. The head of Dalsouple came to the ID Department of AIU London and gave a very interesting lecture to our students. He talked about rubber flooring and its various qualities such as it being a natural product and therefore supporting sustainable design. This was extremely helpful for students to understand and appreciate the different aspects of flooring materials and their appropriate use. They also appreciated the complex processes which are involved to create high spec flooring materials.
We have great interest in the flooring industry; “I’d like to give the manufacturers a chance to inspire the students to better understand specifics, like floor fitting, floor laying, and types of flooring. The same applies to construction and electrics, etc”.
Bemoaning the loss of the apprenticeship scheme, Axel added, “Now we’re moving towards a standard European BA model, so there won’t be a one-year apprenticeship offered anymore. It’s a shame. I think we should use the possibilities of internships / apprenticeships to get students back into on site learning, get them practically involved either within the university programme or outside. The more diverse knowledge the students can acquire, the more employable they will be in the ID profession. This is one of the reasons why the ID department at AIU London has established a SBID student chapter to establish strong links with manufacturers.
Breanna Wucinich is one of the Interior Design department’s SBID student representatives at AIU. Breanna has had a lot of experience as student liaison at her previous university in the US with the IIDA (International Interior Design Association). She arrived in London last year just in time to be elected to represent the ID department of AIU London in the newly established Society of British Interior Design (SBID). She feels that this involvement will bring a fresh outlook and establish useful links to the manufacturing industries. It all started when Vanessa Brady, president of SBID, approached Axel with her education-driven ideal and he was named Director of Education. Their fresh approach was to ensure a high-standard entry level for SBID student membership, to guarantee students a certain standard of quality at networking meetings and student events. SBID will only welcome student chapters from universities that offer a BA.
“Each student chapter will publish its own newsletter and we want to be able to meet, organise events and student networks, first nationally and internationally, especially in America” (Axel is a member of IDEC, the Interior Design Educators Council).
“We want to make sure that academic standards in education are high but we also feel the need for industry based learning experiences. It’s important for us to talk to the trade press, like Contract Floors magazine, for us to get into apprenticeships, get students involved with the flooring trades. We are looking to achieve very high standards.”

“SBID’s student chapters are also great for recent graduates. When they first go out in the world to make a career for themselves they already have a fully-fledged network behind them, a support system of excellent, high-standard contacts. We also offer CPD’s (Continuous Professional Development Units). This brings the designers to the University, our students can come for free and we always have drinks and nibbles afterwards to give students opportunities to network and ask the participating professionals questions in a relaxed atmosphere.
“In times of recession, the more skills you have, the more employable you are when you graduate. If you have a possibility as an interior designer to get involved in an area of industry, such as flooring, and you have some experience in that area, you may be able to design specifically for it. Remember the Bauhaus in Germany, which was very hands on - students developed certain projects within the construction and building industry and that is what we need to work on developing more here”.
The American Intercontinental University offers design students opportunities that many of the better-known design colleges or universities don’t. For starters, graduates here are equipped with a degree recognised both in the US and Europe, because they gain accreditation through an US academic accrediting body and London South Bank University. This opens doors to those who will travel abroad for work, or return to the US after their London experience.
For designers living, working or studying in London, Axel believes they experience the best design environment in the world. To readers familiar with British flooring designers, from rugs and carpet-makers to ground-breaking floor coverings in rubber, vinyl and bold colour-rich designs, this statement may come as no surprise. Axel also believes the recession will not hamper interior design, rather inject some necessary creativity, something he believes the Brits have in bucketloads, thriving in moments where thriftiness and quirk are required.
“Good designers are educated here, then go to Paris or Milan. Paris and New York are very interesting, but London has no rival. English is now the most important business language, which is reflected, in the cosmopolitan mix of different nationalities and their talent in London. There’s money here, a bit less at the moment, but we still invest. Thrift and thriftiness are excellent qualities to have as a designer. I asked Breanna from a student’s perspective what she saw as being interior design student’s major concerns today.
“I always try to tell students what to do to be a better designer. This is actually my second career, I come from a customer service background and what I tell students is this: Don’t forget about that. Get out there, network, talk to people. Design students can get wrapped up in their little worlds and can be very shy. They forget that you have to sell yourself. You have to get involved and build relationships, learn how to communicate.
And it’s not just about the talking, but listening to feedback, and other people’s opinions. Learning to listen as well as be outgoing.
Axel agrees, “Yes, it’s dangerous if you feel that you don’t have to listen any more. Always be curious and always listen.”
If you are interested in promoting apprenticeships or internships to the SBID student chapter contact Axel Griesinger:
Axel@sbid.org
American Intercontinental University:
agriesinger @aiulondon.ac.uk,
www.aiulondon.ac.uk

Interview with Vanessa Brady, Founder of Society of British Interior Design

2009-12-11T05:07:00.000-08:00

Interior Designer Vanessa Brady, whose award-winning creations have appeared in everything from national papers to Homes and Gardens and idFX is the Chairman of the Society of British Interior Design, an internationally reaching organisation aimed at promoting excellence in design and extending professional accreditation to designers to protect the profession of Interior Design in Britain. As she prepared for the SBID official launch event in October, she spoke to Retail Floors about her vision for the future of Interior Design in the UK, the importance of education within the design profession and her vision on future flooring trends.

“SBID is not a trade association but rather was established to promote the profession and to protect the interests of the public by providing a one-stop destination for sourcing fully-qualified interior designers and support services for the industry. We can look after the interests of suppliers and that makes us hugely important as we embrace manufactures and suppliers of quality and in doing so further protect our profession from cheap duplication. Our business model is protected so we can’t be replicated. Our membership (672 so far!) is predominantly interior design and larger architectural practices followed by manufacturers and suppliers. We have a few affiliates at present and the student chapter for Universities, but we do not recognize design schools as promoting the profession at adequate practice level. The Society of British Interior Design was conceived at Christmas 2008 after Vanessa heeded the call to found an organisation that would set a national standard and represent the industry. Vanessa knew from the start that education would be the key to SBID because it formed the “absolute basis” of what she wanted to achieve. To this end she enlisted the help of designer Simon Cavelle who has extensive knowledge and experience of design education and an international reputation for championing the profession in the UK.

Vanessa with designer Mark Wilkinson at the MACEF press conference in London, July 2009.

“I knew together we could create a much awaited change to the landscape of design in Britain. I know business and how to amortise a company, industry or product within the property and interior design sector. Simon has been proactive in Britain as a promoter of the profession and best practice for many years and it is he who is responsible for the partnerships of the most highly respected international bodies that exist in Britain today.”

The pair agree that many design schools currently are not adequately preparing students for the challenges and demands of the interior design market. So strong is the focus on actual design that little attention is paid to finance, business skills or specification training. Vanessa cites an example of a graduate intern who, when asked to source a bed for a client, did little more than Google a list of six beds then declared the work done. “I explained that the client can do that on his own but as a professional charging a fee for a service we need to deliver much more than a sourcing service - that’s not design that’s shopping. We have to give clients options. It’s not just about budget - although that is very important, but there are so many other concerns that as a recent graduate, she possessed zero knowledge of. I found that shocking. Besides deliveries, there are logistical issues: How will the couch get up the stairs? Will it turn round the staircase? Are there any weight impact issues, traffic areas, regulations and codes, etc? If you don’t consider these things you could end up with a lot of furniture sitting in the streets which you are responsible for.

Interior Design by IDS, Vanessa Brady's Interior Design Service.

“If you work in a company or for a business, you have to understand costs because budget is everything. Graduates also don’t seem to have a very good understanding of installation in terms of the product. If they don’t understand the facilities and the use of a product, then they’ll specify the wrong product. Beauty in my view is the final consideration as a professional. The first is function, then performance and cost. From that array of product choice you create the correct specification. If you hold yourself out as an expert you also have to understand the mechanics of a building: electrical, plumbing and water - they affect everything else in the design. As for surfaces, a designer should know and fully understand issues such as floor levels and unevenness, dampness, traffic areas, sustainability and budget as well as transportation, originality of source and manufacture techniques etc. This is the true meaning of a designer.” From years of positive and high-quality experience using interns from certain American universities, Vanessa wants to see the standard of internship schemes raised in the UK where, she says, “many interns are simply used as cheap labour: cleaning cupboards, making coffee, faxing, etc. instead of learning as much as possible about the job.” “The US has a very different level of measuring to qualify as a professional. There’s an inspection of the projects contained within a CV, a professional must have a minimum requirement of a degree to be a professional designer. This is measured by an independent exam, health and safety monitoring and enforced practice regulations. Clear guidelines on measuring knowledge and ability exist and students complete feedback forms, it’s very much more structured and professional.

Interior Design by IDS, Vanessa Brady's Interior Design Service.

This is something we want to achieve with SBID and we want to address how graduate degree courses are preparing students for their career.” SBID is also reaching out to Europe and beyond to become an organization that will “incorporate the European Standards of qualification for an interior designer, which are the highest measured levels for the profession, making SBID the industry bearer in Britain. The benefit for the consumer is huge, as those who look for an ECIA (European Council of Interior Architects) represented country will get the same standard measure across the board.” Already SBID has links to 17 European countries and the USA. No other British organization has previously been a member of the ECIA, which has left Britain so far disadvantaged in competition as well as opportunity. “It’s good for competition, enthuses Vanessa, those countries’ residents get the benefit of the standard here in the UK, and when our members go to Europe they automatically get equal opportunity. We intend to further promote our industry standard and apply to the Government to protect the title of a Designer and therefore the profession and its value to Britain.” This move is yet another step SBID are taking towards combating “cowboy elements” within the design world. Interior Designers in the UK do not yet have the protection of governing or accrediting bodies which protect both professionals and consumers in other construction-related trades. SBID aside, I couldn’t sit with such a talented designer and not get her views on flooring trends. Vanessa sees a return to what she calls the “Shepherd’s Pie era”, a return to comforting, homely items brought on by the recession.

Interior Design by IDS, Private Members Club, Mayfair.

“Perhaps we have moved on from the era of “show” to that of comfort. You come home to a comfy sofa to crawl onto, luxury floorings, soft carpet underfoot as well as warm textured wood flooring. These textures add a layer of comfort as well as being practical for cleaning and easy sweeping. There’s a lot of country furniture, cosiness and warmth, the security that came with yesterday. In terms of flooring we’re moving back to carpet. I think we’d moved away because of heat. I like wood flooring but I love to have rugs and insets, there’s nothing like getting out of bed and putting your feet into a squishy rug or carpet in Britain we are still cold in the morning with the still too frequent gray skies, I love tiles as well in all the communal areas. Ground floor interiors are good for wood and sisals. “ Our clients nowadays are driven by source as much as by price and longevity as well as sustainability. Reflecting over the last ten years, people used to ask “How long is this wood flooring guaranteed?”. Now it’s also “Where is it from?”, “How is it manufactured? It’s a very important sales point from our perspective. We always need a certificate for wood flooring. Dampness and leaks are major issues in the UK because we have so many historic buildings, crooked floors etc. We’ve just used this woven vinyl in an old shed conversion that led into a house and the levels were different. We didn’t want a ridge so we used the vinyl flooring and floated it into the next room where it met the 10mm tile and it worked wonderfully.”

SBID /
www.thesocietyofbritishinteriordesign.org/

(Photography courtesy of IDS Interior Design Services.)

Retail Therapy: www.beautifulflooring.co.uk

2009-12-11T04:33:00.000-08:00

Beautiful Flooring online launched just a few months ago and is already popular with visitors with encouraging site monitoring stats to prove it.
The website is the brainchild of Paul Phillips and his team. Paul, who aside from overseeing his own shop, Sunniva Carpeting, in Tunbridge Wells which he opened in 1990, is Managing Director of Bond Retail Marketing Ltd. a sales, marketing and design consultancy serving the carpet and rug industry.

The first thing that strikes me as I log onto the website is how clean and unfussy it is. There are no pop-ups, no overabundance of information, just good quality photography, bold links and a clear interface. The style is reminiscent of a Homes & Gardens-type magazine, probably most appealing to a female client. This, of course, is a stroke of genius. A recent report on women’s online shopping habits, specific to the flooring industry, published in US trade mag National Floor Trends reveals that women are the predominant users of the Internet for domestic purchases. They are better at navigating sites and the majority choose the floor coverings they want to buy before even setting foot in a store, preferring to research and make a choice based on the information found online. In order to do this, they require strong visuals, the possibility of viewing a carpet in-situ, no “hidden cost” prices and inspiration. More than 50% of women visit a retailer’s website before heading to the store and tend only to visit the retailer whose website they find pleasing in terms of “look and content”. Looking good and giving relevant but simple information is key to tapping in to this huge emerging market of shoppers.
www.beautifulflooring.co.uk is designed to inspire above all, to allow the customer to save his/her choices for future reference, and it directs customers to the store, encouraging the consumer to communicate with the retailer for advice and the handling of the purchase.
This is not to say that the website would only appeal to female consumers, it offers such a simple, effective online ordering service and clear instructions that any consumer, male or female, even with a limited understanding of online shopping would be able to successfully purchase their desired floor covering using this website. Visuals and focus on design gives the feeling of buying into an entire lifestyle, rather than just a carpet or a rug, a complete online experience to match those offered by clothing retailers or interior design services.
Users can browse through three main sections: Rugs, Carpet and Other Flooring (vinyl, laminate, etc.), where they can make choices based on brand, colour or style. Again, good interior photography draws the customer in, encouraging them to linger on the site. The My Flooring option allows users to save their choices in a “wishlist” for future reference if they can’t decide on a particular floor. If you have made a choice, you can input the square meterage you require (for carpet), or choose from a variety of sizes and shapes (for rugs), receive an instant price quote before heading to checkout. Customers buying rugs automatically have underlay added to their shopping basket with the option of removing it before paying.

The Beautiful Flooring website becomes personalised to the client based on postcode input and a short message appears before heading to the checkout reminding customers that their local retailer can help with measuring and advice on underlays, runners, stairrods etc. subsequently driving customers into the retailer’s store and adding a human dimension to an otherwise complete online service.
The slide out Imagine Zone is designed to open up clients to new ideas and to showcase interesting designs under different “themes”. Like a mood board of sorts, I initially wasn’t sure I liked it, or understood what its purpose was, until I realised that the appeal of the Imagine Zone is precisely that: it incites curiosity and keeps you on the site.
Statistics reveal that visitors clearly love the look of the site and enjoy browsing, both the bounce rate and average page views beat the industry average. As time goes by, Paul will monitor statistics and gather data on search criteria by visitor to adapt and grow the appeal.
Beautiful Flooring /
www.beautifulflooring.co.uk

New Rug Designs 2010

2009-09-07T06:41:00.000-07:00

RIMO Volume 1 Collection design 120-01

Although Britain is primarily a carpet-loving country, there is a growing trend for laminate and engineered wood floors. Many of Britain’s listed buildings also have exposed solid wood floors. The coolness and minimalism of a wood or laminate floor means that rugs have come into play to offer both a touch of warmth and comfort underfoot and acting as the focal point in a room. Rugs boast many advantages from a design point of view. If they are small, they can be moved around easily when you feel like rearranging furniture or you need to empty a room to clean the floor. A strong coloured rug can highlight details in curtains or a painting lending an air of harmony to a living or bedroom space. Rugs can hide stains, chips or markings on a wood floor and can help to bring a luxurious feel to a room even if you have a small budget. Splashing out on a special rug as your one big spend can lighten up a space and there’s nothing like sinking your toes into a soft rug as you lie on the couch or when you get out of bed in the morning. Other advantages, for people who have small children, or work from home, is that a rug can cushion a slip or trip and a really plush rug is a great place to lie down and do work on your laptop if you don’t want to feel tied to your desk. In recent years, interior design trends have seen a resurgence of natural fibre rugs such as jute, sisal, coir and hemp that add a clean, organic feel to a room and have sound ecological properties, being made as they are of natural and biodegradable materials.

Sisal Rug 'Mahale Weave' by Natural Rug Company

Sisal in particular is flame-retardant, very durable and has good sound absorbing qualities. Made by twisting and weaving the fibres of the Agave sisilana plant, a native species from Mexico, sisal now comes to us primarily from Brazil and China. It is low-maintenance and resists wear and tear. Because the fibres absorb dye so easily, it can offer the largest range of colour options for homeowners and designers. Coir mats and rugs make effective doormats or entrance matting as they are great for cleaning dirt and grit off shoes. Made from coconut fibres, coir is one of the most durable fabrics around. Natural fibre rugs look great in rooms with modern design complementing a natural-themed design or homes with a marine or seaside theme. Natural fibre rugs are also making an appearance outside the house, on patios and decking and in garden outdoor dining areas. Wool, of course, is the most popular of all rug fabrics and Britain has an immense variety of wools and wool manufacturers.

Left: Grading British Wool

We also import wools from New Zealand which produces many sought after varieties such as prized Merino. Wool rugs are great insulators, providing real warmth in winter and helping to cut down on heating bills. They are luxurious underfoot and help absorb humidity, ideal in our rainy climate. Again, families with young children will appreciate the anti-static and dust-retaining properties of wool fibres, making it easy to vacuum, and the fact that a wool stain can be generally be cleaned using soap and water, rather than harsh chemicals. The U.S has a vast tradition of independent rug designers and small artisanal workshops, a trend which is picking up over in the UK too. Homestead Weavers is a small artisanal rug weavers located in idyllic Brown County, Indiana where there is a strong artisan community. Chris Gustin holds workshops and produces colourful and quirky designs using recycled, reclaimed materials such as old sock and clothing yarns and plastic shopping bags. Artisans and new designers bring ecological concerns into their work, helping further highlight the concerns of consumers and focus our attention on the origins of our products. Speaking of her work, Chris says, “Recycling was a relatively new concept in the 1970s when I started weaving rugs. Looking for inexpensive sources of material, I used old clothing, sock toe-clips, denim and fabric roll cuts and anything else that would provide an affordable supply of fabric for my rugs. Reusing satisfied the environmentalist in me and helped me spread the concept of recycling. The idea to use plastic grocery bags (HDPE #2 in the U.S.) came from the disgust of seeing bags hanging in trees along the highways near where we lived. I was challenged to find a way to recycle the used bags to put them on the floor and get them out of the trees. I am still finding new sources of material for my "Recycled Rugs" from industry waste, although some of the sources have left the U.S. I feel that recycling is phenomenally important for the world. We need to reuse what we can and save something for the next generations.”

Left and Below: Rusts home with Chris Gustin's designed recycled rugs.

Jane Exley is The Woolly Rug Co.'s designer-maker of bespoke and commission hand-tufted Herdwick floor rugs. Jane is based in Ambleside, the English Lake District where she creates unique pieces from her living/work premises located by the river Stock. Inspiration is drawn from the immediate and uniquely beautiful landscape from the slate strata, colourful flora to the ever-changing colours and immutable forms of the skies then finally being translated into exclusive semi-abstract artworks for the floor. Her work recently featured at a Royal College of Arts exhibition, the rugs were commissioned by Littoral Arts to reproduce two of Kurt Schwitters' sketchbook ideas for his Merz barn in Elterwater, Ambleside. Moorland Rugs offers a bespoke service for the contract market although interior designers will also find everything here to suit all their client’s requirements. You can visit their combined retail shop and studio in Stanhope, Co Durham or make an appointment with their designer, Brian Sales, for a more detailed discussion on your requirements. Alternatively visit their website at www.moorland-rugs.co.uk which features many of their exciting ranges. The Moorland Rug Company offer stock and bespoke ranges to suit all budgets. Many stock items can be custom sized to your requirements. They offer 2 hand knotted qualities, featuring handspun Tibetan Highland Sheep yarn, that are both soft and durable. Alternatively they can supply handtufted wool qualities with your bespoke design incorporated into the overall effect. Existing designs can be recoloured or your own design can be adapted by their in-house designer to suit your scheme – almost any shape and size can be created. Brian has designed carpets and rugs for over 30 years and is well respected within the industry. Brian has an extensive design library containing 1000s of designs that can be used as a starting point for your rug and over 5000 colours in tuft form to match to. Working closely with your client, Brian will first produce printouts to show the design effect and where necessary he can then supply small trials showing how colours work together. Only when you and your client are completely happy will we then go into production. If you have ever hankered after a unique designer rug, or can rarely find quite what you are looking for off-the-peg, or simply prefer to express your own creativity …look no further than FLOR by heuga. With the exciting new Tonal Trends concept from the experts in stylish, versatile and ultra-practical soft flooring, you can design - and create - the rug that’s ideal for you.

Left: FLOR by Heuga 'Inspiration'

By selecting tile by tile from a carefully researched collection of on-trend colours and in either a neat cut pile texture (Puzzle Pieces/2) or a comfy high pile (Lazy Lounge/2), the possibilities are almost limitless. What’s more, it’s as easy to put together as it is to imagine using nothing more than our TacTile connectors, a sharp knife and a straight metal edge. And if you decide to change your mind you can just as easily change the design. Destined to be a well-loved creation that can be adapted to any home, your one-of-a-kind, bespoke FLOR by heuga rug could become the talking point of the room. When it comes to harmonising colours, the hard work has already been done for you. FLOR by heuga have worked closely with designer and colour expert Cenk to devise the Tonal Trends palette of warms, bolds, darks and neutrals that work beautifully with each other. The system is also great for solving tricky design challenges, especially when it comes to awkward shapes and sizes, as the dimensions and configuration of your rug are entirely up to you.

Interview with Rugmark UK

2009-09-07T06:12:00.000-07:00

Emma Jamieson interviews Susan Towle, Director of Rugmark UK.
Rugs are an item of comfort, luxury, design and warmth. They are the result of talented weavers, creative designers and, in too many cases, child labour. For many countries in South Asia, rug manufacturing is an important and major industry. One such country is Nepal, one of the poorest countries in the world, a fact few people are aware of as it is featured in exotic tourism brochures and is renowned for its stunning beauty and rich culture. The rug trade is vital to the Nepalese economy and many factories “employ” children, some of them as young as five, in the making of these stunning creations.

Rugmark is a not-for-profit organisation which began in India in 1992 to tackle the problem of child labour in the rug industry, educate consumers and retailers and take steps to give independent appraisal and certification for the ethical qualities of rugs being exported to foreign markets.

Since 2001 it has had a UK branch, which is currently headed by Director Samantha Towle. Under her direction, Rugmark is relaunching its brand and label as GoodWeave, to reflect increasing standards within the organisation and changing consumer expectations and values. She took time out to talk to Retail Floors about the GoodWeave brand, the aims and activities of the organisation and explains how rug importers, retailers and interior designers can get involved.

EJ: Rugmark started in India, when did it open in the UK?

ST: The UK branch opened in 2001; there are also well established branches in Germany and the USA, which is a very big market. I’ve been the Director here for almost three years now and I hold regular discussions with the other branches. We host a telephone conference once a week to stay up to date with each other’s activities and brainstorm ideas. With the GoodWeave label about to be launched it’s important we all talk regularly.

RF: What are RugMark’s key objectives?

ST: There is a large child labour problem in many South Asian countries. Sometimes it is a case of children reaching the age of ten and then the families, already working on a rug-making factory, will then ask the factory director if their child can start work too. Unfortunately, in some cases children are separated from their families and sold into slave labour. Neither of these situations is positive as children who start work that young miss out on education, remain illiterate and devoid of many chances in later life. The key aim of Rugmark is to remove children from the work cycle and place them in education, in so doing increasing their opportunities in the future. An education provides them with work opportunities as an adult, informs them about their rights and how to negotiate a proper wage and contract; and helps them in the raising of their own children, when the time comes.

RF: Since its inception, what improvements have you seen in terms of reducing child labour and improving awareness of the issue?

ST: Well, broadly speaking, about a million children used to be employed in the rug industry in Southern Asia; this number is now around 300,000. There’s still a long way to go, but this is a big improvement. We have taken many children out of the work cycle and put them into education, which we subsidise, and we’ve reunited many children with their families. Where possible, we try and reunite a child with its family; we can also house them in a rehabilitation centre and we give them educational support. For those that show real promise we arrange for them to enter high school. Those who are not geared towards that can enter vocational schemes. The important thing is that they do not work as children and that they receive care and education.

The incidence of child labour has drastically reduced. This is due to a combination of increased awareness through the Rugmark programme and cultural shifts, as well as local government, in India, Nepal and Pakistan, coming under more and more pressure from markets, such as the UK, to bring about change.

RT: Tell us more about GoodWeave and what it means as a brand.

ST: For a long time, consumers were only aware of the child labour problem. However, with time, concerns have also emerged about the adults working in the industry, whether they too receive fair treatment and wages and the environmental impact of the industry. The environment is a bigger issue nowadays - people want to know about the ecological impact of their product, its origin etc. This is why we are introducing the GoodWeave label.

The GoodWeave label therefore reflects the broadening of the organisation’s outlook, our increasing standards, and is creating a fresh, new impetus.

We have already set up a pilot programme in Nepal for adults working in rug manufacture, providing adult literacy courses, free health checks and nurseries for mothers with children, to avoid having children growing up in a factory environment.

The GoodWeave brand will also allow us to broaden our labelling scheme to cover other woven floor textiles, such as coir/jute products and doormats. Rugmark as a brand was very rug oriented, whereas GoodWeave is a name which can encompass other products.

RF: You recently held a rug design competition for design students (see News section) to raise awareness amongst young people. Is this something you intend to do more of as an organisation in the UK?

ST: I would love to do more, absolutely. The design competition garnered a lot of interest, got students involved and really brought the issue into the realm of young designers.

As an organisation, we target individual rug importers and manufacturers and then inform retailers and consumers which brand names and products bear our label. In the high street we work with retailers such as Laura Ashley, B&Q plus many independents but I would like to increasingly target interior designers too as they are trend-setters with wide ranging contacts and have an enormous influence over a key sector of the market.

In the USA Rugmark attends trade shows and many designers, operating at the top end of the market, are very supportive and active [on the Rugmark International website www.rugmark.org.com you can view stunning images of installations of Rugmark rugs in high-end locations such as the set of The Apprentice TV show in New York]. The market in the USA is different and much bigger, but the interior design sector is one I’d like to encourage to become more involved, here in the UK. I therefore feel it’s important to communicate with the designers of tomorrow, and the competition is an excellent way to do that.

The USA also organizes a travelling photo exhibition, which takes a look at the rug weaving industry: the designs, the children who have been helped by Rugmark, where they go to school and the improved environment in which they now live. That’s a fantastic way to get a message across to the general public. We’d love to do it in the UK in due course.

RF: how does a manufacturer or retailer get involved with Rugmark, what is the application process?

ST: We license rug importers. To get a license, you simply contact me and apply. Each company pays a license fee, which then goes to fund our initiatives in South Asia including inspections, education, and welfare and rehabilitation projects. Rugs bearing the GoodWeave label are individually numbered, to avoid counterfeiting, and to enable easy tracing of the loom’s origin.

Through our organisation retailers can find out which importers and export manufacturers are licensed and where they can buy GoodWeave labelled rugs – importers are listed on our website or they can speak to me. We encourage retailers to become one of our Marketing Partners; this gives them excellent promotional opportunities, including a comprehensive profile on our website, which is visited by thousands of consumers each month looking for a GoodWeave retailer in their area or on-line.

So far 6 million rugs have been exported from South Asia bearing our label. To read more about our initiatives and how you can help, check out the UK website
www.rugmark.org.uk/.

Left: Florence Broadhurst Floral Trail from Knots Rugs