CARPET ONE COUNTING ON IDEAS, ITEMS TO SPUR GROWTH.

Byline: Jennifer Quail

TORONTO-Carpet One presented plans and new products for the coming months to members who attended the co-op's annual summer convention here. Executives said the economy is looking up and so, too, should the floor covering business.

Alan Greenberg, co-chairman and co-chief executive officer for CCA Global Partners, parent of Carpet One, referenced the old Timex slogan: "It takes a licking and keeps on ticking" to describe today's economy, adding that currently "it's doing a lot more than ticking, it's actually running rather smoothly."

"The housing market is very hot," Greenberg said, noting new home construction ran to all-time record levels in June. "If there is a housing bubble, most economists now believe it's going to be a very small bubble."

Carpet One believes new and exclusive products -- as well as strong marketing, advertising and community relations programs -- will continue to drive its success.

"Our future and your future is in marketing and selling exclusive brands," Sandy Mishkin, president of CCA Global, told the assembled members. "Brand exclusivity enhances profitability."

With that in mind, Carpet One is introducing the Resista brand of stain-resistant carpeting, which has been certified by Good Housekeeping and will also carry that label. It also sports the tag line: "Repels stains like water off a duck's back." Mishkin said Resista would serve as the "umbrella brand for all stain-resistant [products]."

"This is the answer to the consumer's desire," he said. "If it was any better, it would be illegal."

The line is set to launch with 20 styles, including friezes, loops and textured saxonies, and is scheduled to be in stores in October.

Set to launch in September is a collection of resilient flooring from Tarkett. The Passages collection will feature 12 wood and 12 stone styles that will be exclusive to Carpet One. The collection uses Tarkett's Flex Floor technology, which reportedly renders it virtually impervious to moisture. It's also low maintenance from the start, as it does not require glue for installation.

Jan Lembregts, president of the residential division for Tarkett, said the product's "engineered fiberglass interlayer and thick comfort backing" make it unique. "It offers the comfort and warmth of carpet," he said, "but installs like laminate."

Plans were announced for the 2005 CCA Global Partners/FCIF Charity Golf Tournament, scheduled to take place Sept. 22 at the Evergreen Marriot Resort in Atlanta. This will be the third run of what has become an annual event for CCA. The concept was conceived by Greenberg and Howard Brodsky, also co-chairman and co-CEO, to benefit the Floor Covering Industry Foundation, a philanthropic organization that assists floor covering industry members in times of need.

Over the past two decades, the foundation has awarded more than $1.5 million in grants to flooring retailers, installers, retail salespeople, distributor personnel, mill employees and industry executives.

CCA's contributions through the golf tournament increased from $100,000 to $120,000 in its second year, and the company has set a donation goal of $125,000 for this year's event.

In other charitable efforts, Carpet One plans to relaunch its Magic Carpet Time Tour. Brodsky said polling the members revealed they wanted "a grass-roots community relations program" that would have a positive impact on their communities.

"An estimated 10 percent of students are poor readers," Brodsky said, "and less than 40 percent of fourth graders read at appropriate levels."

The program, which traveled the country twice in previous years, involves a storytelling genie and his assistant who visit schools, and donate books and "magic" carpets on behalf of Carpet One. The magic carpets are actually old carpet samples donated by local Carpet One stores.

"In two years, [the Magic Carpet Tour] reached 250,000 kids," said Terri Daniels, vice president of public relations and licensing for Carpet One. "After the first year, 92 percent of participating members said the program had a positive effect on their communities and 97 percent of teachers [from the visited schools] said they would recommend the program."

Carpet One hopes to kick off the tour once again in the fall of 2006.

Caption(s): Carpet One's co-CEOs Howard Brodsky (top) and Alan Greenberg