DuChâteau, a manufacturer of luxury custom floors and wall coverings, recently named Joseph Patterson as its new East Coast regional manager. In his new role, Patterson will oversee the company’s East Coast sales team, working with 11 territory managers as DuChâteau expands into new markets in the Eastern U.S. He will be responsible for coaching, training, and developing new incentive programs to drive sales and increase market share in 19 states.

We recently connected with Patterson about his new role and outlook for the flooring business.

FT: What’s your business outlook for 2018?

Patterson: In our region, we are forecasting positive trends for 2018. 2017 was a great year for DuChâteau, and we are expecting continued growth in 2018. The market for our wood flooring continues to accelerate, especially as more consumers become educated about hard wax oil finishes.

FT: What should flooring dealers be preparing for this year in terms of new market growth?

Patterson:With business trending upward, now is the perfect time to think about adding additional channels. Spend the time up front to develop and refine your business plan, with a goal of proactively expanding your market. I have seen local dealers achieve great success by adding additional high-touch and high-revenue services, including residential design, high-end retail, and custom builder outreach.

FT: What are some of the key wood flooring trends you are seeing in your market?

Patterson:The wide and long plank look continues to see increased demand. Natural oil finishes, offering a more natural look, are an ongoing trend. Wood is also expanding beyond the floor, with growing interest in dimensional wood wall coverings.

At DuChâteau, we continue to offer our European-inspired hard wax oil floors, incorporating a wide range of design aesthetics, including both low and high character options. Our dimensional wood wall coverings offer a unique option for carrying the beauty of natural wood into other areas and surfaces in the home.

In addition, our luxury vinyl plank flooring, featuring our own realistic wood visuals and textures, complement our wood selections. This offers the consumer complete flexibility, regardless of their installation needs.

For more information, visit duchateau.com.