CURRENT ISSUE
| Cover Story |
| Columns |
| Durability Defined |
| Cover Story | |
| By Kate Burrows | |
| Wednesday, 31 May 2006 | |
 Masland Carpets consistently strives to develop processes and techniques that will set it apart from the competition. Focused on innovation, the Mobile, Ala.-based company consistently strives to develop processes and techniques that will set it apart from the competition. Leveraging Stainmaster’s revolutionary Tactesse fiber technology, the company launched this new fiber in several product lines, crafted specifically to increase the durability of each product. “The carpet industry has known how to produce soft fibers for a while now, but when companies would install it in the home, the carpet would mat down fairly easily,” says Kennedy Frierson, president of Masland’s residential division. “Many manufacturers didn’t want to utilize soft yarn because it wouldn’t last very long. But in the past five years, Stainmaster has paved the way in the industry by developing products with Tactesse fibers that are soft, yet durable.” At Masland, these fibers allow for multiple color patterns to be tufted into the carpet, increasing the aesthetic elements of each product, Frierson says. “We’ve developed many products [using Tactesse fibers], which are yarn-dyed, allowing us to incorporate multiple colors into the same fabric, to create multicolored patterned carpet,” he explains. Commercial Success The company is revolutionizing the industry by borrowing techniques and technologies from its commercial division, which often utilizes processes that increase the life-span of each product. Although most organizations separate commercial and residential carpet manufacturing divisions, Masland Carpets combines the two in the same manufacturing facility. As a result, “we have been able to leverage some of the commercial technologies in the mill,” Frierson says. “Basically, we yarn-dye the Tactesse, which is mainly reserved for commercial applications, but we’ve borrowed that capability to use in our residential product offerings, as well.” This innovation has also allowed for increasingly appealing designs, as well. Using Tactesse products with multicolored patterns “creates a different look that you typically couldn’t get with more traditional residential processes,” he says. “We do yarn dyeing mainly for commercial products, but when utilizing that for residential looks, we’re able to create improvements in terms of style and design.” Frierson believes innovations such as these help set the company apart from other industry leaders. Masland has a history of utilizing commercial yarns for certain residential products, and the company has seen benefits beyond style and design elements. “The commercial yarns have incredible durability, and they are especially useful in difficult high-traffic areas,” he says. “For example, stairways are always difficult in terms of performance and durability, but we’ve had certain products that are made with more commercial fibers that almost look like new for five years after they’ve been installed in the home.” Although Masland is known throughout the industry for its innovative products, the company says it is also widely recognized as a leader in customer service. “Our experienced team provides responsive and knowledgeable services that are catered to the needs of each customer,” it says. “Through our Samples on the Spot program, [customers] can order samples that will be shipped within 48 hours at no extra charge.” Always striving to exceed customers’ expectations, the company says its design services set it apart. “Masland has always enjoyed a reputation as a leader and innovator in design, color vision and overall style,” Masland says. “Our impressive color palettes extend from the softest neutrals and earth tones, to luminous brights and mid tones. “Simple or complex, the patterns and textures of Masland Carpets are beautiful to look at and pleasing to touch,” the company continues. It also produces a variety of custom area rugs, designed to customers’ specifications. “Whether [customers] choose a standard pattern, modify an existing design or create [their] own, each rug from the Masland Rug Collection exemplifies the luxury and quality for which Masland is known,” the company says. Masland adds that even its broadloom carpet can be customized to fit the needs of its customers. “Any solid color cut pile carpet can be dyed to [a customer’s] custom color preference,” the company says. “All of Masland’s carpets and rugs are manufactured using only the finest materials and most advanced technology. “Masland uses the finest premium yarns – innovative synthetic fibers known for exceptional softness and durability, and the world’s finest wools – to make its beautiful floor coverings. From design to finished product, [customers] can be assured that a Masland product means enduring quality and beauty.” Ultimately, the company says its commitment to quality has helped it reach the level of success it currently enjoys, and it stands by all its products by offering comprehensive warranty services covering wear and stain resistance, the company says. “Masland Carpet provides a two-year replacement or repair warranty,” the company says. “All Masland products have excellent warranties covering because we strive for total customer satisfaction.” Sales Force To enhance its presence in the industry, Frierson explains, the company operates a skilled sales team that is well-equipped to find new markets and customer bases. “Our sales force sells not only broadloom carpet, but they also sell some of our commercial products into residential distribution channels,” he continues. “We have a product line that was launched three years ago that was called Office to Home, which is a popular commercial product offered through retail outlets.” Market Trends Although the carpet segment of the industry is growing at a slower rate than the hardwood flooring category, Frierson believes the company has handled this obstacle well. “The hard surface market, including wood, stone and ceramic tile, continues to grow whereas soft flooring such as carpet has remained flat or low-growth in comparison,” Frierson says. While this may cause quite a problem for many companies, Frierson believes that due to the increased expense involved in installing hard-surface flooring, many of those same customers will be more willing to invest in higher-end carpeting in bedrooms and others areas of the home. “The carpet that was in the home, prior to hard surface, was generally less fashionable and less expensive carpeting that wasn’t very distinctive,” he adds. “These customers are more driven by design than anything else, and more willing to invest in higher-end carpeting like ours.” Continued Innovation Although the trend toward hard-surface flooring poses a challenge for many, Masland’s plan for growth involves expanding and innovating at a steady pace, Frierson says. “We plan to continue growing at a rate that is faster than the industry, but we will stay focused on the product and our ability to create solid designs in terms of products,” he adds. “I do think that there are opportunities to upgrade our presence in terms of merchandising our products, but we feel the market opportunity for further growth is there for us. “We believe that if we continue to do the things we should do in terms of products, service, quality, sales and merchandising while continuing to build strong relationships with the customer, we will be able to enjoy more than our fair share of growth in the marketplace.” |
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