Flooring Sector Invests in Future: Training, Partnerships, and Installation Innovation Take Center Stage

Floor Trends & Installation attended a CFI certification for engineered wood and laminate flooring for the product development team at Mohawk.
*Photo: CFI.*

staff from The International Flooring Company (IFC) and FCEF — The International Flooring Company (IFC) announced it will donate one penny per square foot for every product sold from its Canopy Floors collection to the Floor Covering Education Foundation.
*From left:* William Dossche, EVP for IFC; Kaye Whitener, director of operations, FCEF; FCEF Executive Director Jim Aaron; IFC CEO Julian Dossche; Dossche Holdings CEO Piet Dossche; Greg Wren, VP for IFC.
*Photo: Floor Trends & Installation.*

Piet Dossche and Don Roberts — *From left:* Dossche Holdings CEO Piet Dossche with Don Roberts, president and CEO of Central Alabama Flooring. Roberts said he has committed to supporting the fundraising effort by adding a fee of one cent per square foot to Canopy Floors' pricing.
*Photo: Floor Trends & Installation*

Fall begins on September 22, and I can’t believe we’re already homing in on the last quarter of the year. Summer vacations are photo memories on the phone, kids are back in school, and the industry is back in full force, gearing up for 2025.

Speaking of gearing up, we’ve seen a general shift in focus among all industry areas to installation, and our recent coverage in Floor Trends & Installation reflects that. After all, your flooring installation is only as good as the materials you use and the skill set of the installer you hire. We support quality across the industry and continue to share those stories of achievement.

In August, Beth Miller and I attended a CFI certification for engineered wood and laminate flooring for the product development team at Mohawk. Charles DiSano, president of wood and laminate for Mohawk, said the company is not just in the business of selling flooring—they are also in the business of making flooring that’s easier to install.

“It’s critical for our team to understand how this works,” DiSano said. “We’re improving things for the entire value chain, retail partners, and certainly installers.”

I also visited The International Flooring Company (IFC) in Dalton, Georgia, where IFC announced it has partnered with The Floor Covering Education Foundation (FCEF) to tackle the skilled worker shortage in flooring. IFC will donate one cent per square foot from Canopy Floors luxury vinyl flooring sales, with retailers optionally matching.

"This partnership not only benefits our industry but also opens doors for countless individuals seeking rewarding careers," said IFC CEO Julian Dossche. "Together, we can make a lasting impact on the future of flooring."

The funds generated through the Penny Donation program will be used to develop and expand training programs across the country, provide scholarships and financial assistance to students and trainees, enhance outreach efforts to attract new talent to the flooring industry, collaborate with schools, trade associations, and other partners to promote careers in flooring.

Through the Canopy Floors program and its exclusive dealer network, IFC said it is committed to fostering a collaborative partnership that establishes a fair and sustainable funding solution.

"Our whole plan around this is to make it easy for the dealers to be involved in supporting the foundation," said Don Roberts, president and CEO of Central Alabama Flooring. "Canopy has made it as simple as it could be. The cost of the program is built into the price of the product; the dealer has a choice as to whether they want to pay their penny or not. The company is going to pay their penny either way because they are supporting this industry, but I don't see any reason why a dealer would opt out. It is too easy to do, and it really does benefit us all."

There’s more to read in this issue:

This month’s Retail Insight shares a meeting in Chattanooga, Tennessee, where the Floor Covering Education Program (FCEF) connected local retailers with potential candidates for installation trainees. They shared the reality and potential of six-figure incomes with these young recruits.
Veteran flooring installer and trainer Robert Varden tells retail salespeople and installers how to select the right underlayment for the job.
Starnet CEO Mark Bischoff offers the industry a roadmap on finding, recruiting and engaging Gen Z employees for success.
For our tile installers, Laticrete provides the color rules for coordinating profiles, trims, grouts, and sealants, and Scott Carothers, academic director of the Ceramic Tile Education Foundation, teaches us the industry standards to achieve a successful cementitious backer unit installation under tile.
Plus: check out the floors installed at our BNP Media headquarters office makeover in Birmingham, Michigan.

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Tanja Kern is the associate publisher and editorial director of FLOOR Trends & Installation. She is also the host of the FLOORtalk podcast, where she explores the changes and challenges facing the flooring community's thought leaders and creatives. Tanja has been writing about business, design, and lifestyle for two decades, and her work has appeared in publications such as American Way, Better Homes & Gardens, Fine Interiors, Fodor's, Food Channel, CA Modern, Chicago, Fine Interiors, and Los Angeles.