Jessica Correa, vp marketing for Carpet One Flooring & Home, demonstrates the new Resista Refresh carpet as part of the company’s new Spillabration marketing campaign, which highlights the stain resistance of the products.


Carpet One Floor & Home members from across the United States and Canada came together for the group’s 2011 Summer Convention, held July 26-28 at the Anaheim Convention Center in Anaheim, Calif. The theme of this year’s convention was “LINC-Lead, Innovate, Network and Connect.”

Members were introduced to new products and programs, as well as informative seminars designed to help members sell and market their products more effectively. During the general sessions, the company also outlined its strategy for continued growth during the current economic situation.

Carpet One Floor & Home members from across the United States and Canada came together for the group’s 2011 Summer Convention, held July 26-28 at the Anaheim Convention Center in Anaheim, Calif.

Eric Demaree, president of Carpet One Floor & Home, said he had three primary objectives for the convention. “One – to continue to provide our members with innovative products and services. Two – to show the new look to our marketing and carpetone.com website along with our redesigned lead management system.

“Three – to share best practices through a new software system where members can access ideas submitted by other members on subjects such as how to drive more traffic, how to capture e-mail addresses, and how to build a higher average ticket. Our members have already submitted over 568 ideas to help other members improve their business.”

Merideth and Jeff Krekelberg of Gold River Carpet One plan their order from Mohawk at the 2011 Summer Convention.

The company introduced several new product lines developed exclusively for Carpet One members, including Forever Hardwood, which will carry the Titanium Plus warranty, the highest level available within Carpet One’s Select-A-Floor system. The retail group also updated its Resista carpet line by adding odor and bacteria resistance and rebranding it as Resista Refresh. The company also launched a new lvt collection under the Invincible brand. These new products will be introduced into Carpet One Floor & Home stores in the coming months.

Bas van Genderen, Pedross USA ceo, discusses the company’s moulding products at convention.

“We are confident that these products will help our members continue to differentiate themselves from the competition,” Demaree said.

In the main convention hall, business was brisk, and members and vendors alike were very pleased with the success of the event.

“This is a really fun event for us, as we’ve had a lot of interest in our products,” said Ryan O’Toole, vp business development for StareCasing, a hardwood stair overlay system. “We’ve sold 15-plus displays in these two days.”

Ryan O’Toole (left), vp StareCasing, discusses the company’s products with a Carpet One member at the 2011 Summer Convention.

“This is our first year at this convention, and we’re very happy with the response we’ve gotten to our products,” added Bas van Genderen, ceo of flooring accessories company Pedross USA.

“It’s been a great convention for us,” noted Meredith Krekelberg, vp of Gold River Carpet One in Rancho Cordova, Calif. “We’ve learned a lot this year,” Krekelberg added, noting that she and her husband Jeff have been attending the event for more than 15 years.

“The CCA management staff has a very well-considered strategy, like a well-oiled machine,” stated Jeff Krekelberg, president of Gold River Carpet One. “I have a lot of confidence in CCA’s strategy for the future.”

Demaree said Carpet One Floor & Home plans to focus in the next three years on “innovation in marketing, merchandising and products, gaining and sustaining profitable market share.”

“We have some significant game changers planned in the next 12 to 18 months, with a couple planned for next winter’s convention,” he noted.