The National Floorcovering Alliance (NFA) members demonstrated classic American entrepreneurial resilience at their fall meeting in Washington, D.C., October 27-30, reporting flat to positive business performance in 2024 despite broader market softness. Meeting just one week before the pivotal national election, these independent flooring retailers showcased how diversification and adaptability have helped independent flooring retailers thrive even in uncertain economic times.
This elite group of around 40 flooring retailers, each reporting over $10 million in annual sales, meets several times yearly to share best practices and meet with their trusted supplier partners. Diversification across residential, commercial, and property management sectors is the key to their success.
"The reason why a lot of the NFA members have shown successes in what we consider a tough year is because of our diversification," said NFA Board President Ian Newton, general manager of Flooring 101, which has seven locations in California. "Most of us have a commercial segment. We've got the multifamily, the residential builder, and the whole full-service retail business. You hit that healthy balance, and if one segment's down the other one picks you back up."
Members indicated that commercial and property management segments helped offset slower retail and builder business.
"Our builder started the year down considerably, but our commercial was way ahead, so not just being a single focus has been really helpful," said NFA Secretary Jessica Arscott, vice president of FloorTrends with five stores in Ontario, Canada. "We have property management; we have some multi-res family staff, a little bit of insurance, and retail residential. If one sector's up and the other's down, you're still okay."
Retailers report a resurgence in carpet sales in 2024 as consumers seek more color and patterned carpets and area rugs. The group also noted the success of domestic laminate products, which offer attractive styles and pricing for consumers shopping for lower-priced options.
NFA announced some leadership changes. The NFA board includes President Ian Newton, general manager of Flooring 101; Vice President David Chambers, director of flooring for Nebraska Furniture Mart; Secretary Jessica Arscott, vice president of FloorTrends; Treasurer Jason Waggoner, vice president of sales at ICC Flooring; Scott Brown, president of Macco’s Floor Covering; David Cometz, president of General Floor; and Susan Hadinger, CEO of Hadinger Flooring. At the board meeting, Waggonner stepped down from his role as treasurer and Hadinger stepped up to fill the role.
Going forward, NFA committee leadership includes Steve Hendricks, flooring buyer at RC Willey for the carpet committee; Scott Browne for the vinyl committee; Kelly Taylor, president of Ambassador Flooring for the tile committee; Sam Lochner of AJ Rose Carpets & Flooring for the cushion and accessories committee; and Jessica Arscott for marketing and technology.
With Arscott heading up the Marketing & Technology committee, she recruited Sam Lochner and Ashlie Butler of Bob’s Carpet & Flooring to help work on larger marketing projects, such as the NFA’s Lasting Luxury brand. The Lasting Luxury and Lasting Luxury Pet Collections offer a range of flooring products in various styles. Exclusive to NFA retailers, the flooring comes with exclusive benefits, including industry-leading warranties backed by top manufacturers.
Several members reported plans for expansion and expressed optimism about business increasing the second half of next year, particularly if interest rates continue to decrease.
"I think we'll see a big boost in the second half of next year—a lot of builders are already ramping up," said Jason Waggoner, vice president of sales for ICC Floors Plus, which has six showrooms in Indiana and is planning for Illinois expansion.
Matt Bechtold, co-president of Contract Furnishings Mart, which has locations in Oregon, Washington, and Arizona, reported that the company will add its 20th location in November. Deb DeGraaf, president of DeGraaf Interiors with two stores in Michigan, noted that the company is opening a new location in December. David Chambers, director of flooring at Nebraska Furniture Mart, announced store expansion plans into Austin, Texas, and a showroom expansion in Kansas City, Kansas.
