Floor Coverings Distribution Channel By Catalina Research
Floor Coverings Distribution Channel
SUMMARY OF MAJOR FINDINGS
Catalina estimates the U.S. installed value of floor coverings could increase by 4.8% to $53.6 billion during 2012.
End users are estimated to purchase $36.0 billion of floor coverings from retailers, distributors and
manufacturers, and $17.6 billion to install the flooring. The 2012 increase reflects stronger flooring spending for
all end-use markets. Sales, however, continue to shift to value priced chains, such as home centers, low cost hard
surface chains, and mass merchandisers. These channels also received a boost from consumers increasing
preference for hard surface flooring. On the other hand, the specialty floor coverings channel lost considerable
share and consolidated. To counter growth in value priced chains, specialty floor covering stores joined buying
groups and franchised systems, and developed chains. These actions have improved the competitive position of
specialty floor coverings stores, and could provide an edge as the economy recovers and consumers once again
look up-market to full service retailers.
FLOORING DISTRIBUTION CHANNEL TRENDS
Catalina Research has uncovered these trends in our 190-pqge report on U.S. floor coverings distribution
channels. This new Catalina Research edition provides an in-depth look at “Who Sells What to Whom”. The report
analyzes the flow of goods from manufacturers, distributors, and retailers to the final customers. Sales are
provided in final end-user dollars on an installed basis. A similar analysis was done for soft surface and hard
surface flooring. Separate sections investigate the channels utilized by the consumer, builder, and commercial
markets, as well as household purchaser demographics. In addition, separate sections analyze the retailer,
distributor, and contractor businesses for the total U.S. and by region and state. Catalina compiled information on
leading manufacturer, distributor, and retailer strategies to sell flooring to end-users and calculate the market
shares of the leading retailers and distributors.
END-USE MARKET ANALYSIS AND CONSUMER DEMOGRAPHICS
Separate sections analyze floor coverings spending trends for residential replacement, builder, and commercial
markets. Sales are provided for soft and hard surface flooring for each market. Consumer soft surface flooring
spending is also segmented into wall-to-wall carpet installations and area rug purchases. In addition, consumer
purchases are analyzed by demographic- income, age, size, and region. Replacement flooring jobs are broken out
for contractor and DIY projects and for movers and non-movers. Catalina investigates builder purchases by
tracking square footage constructed and installation costs. Commercial market purchases are also segmented by
type of building.
RETAIL DISTRIBUTION CHANNELS
Retail floor coverings sales are supplied for specialty floor coverings stores, home centers, hard surface flooring
and other building material dealers, furniture stores, department stores and mass merchandisers, paint and
wallpaper stores, shop-at-home/internet, and other retailers. For specialty floor coverings stores, Catalina
provides operating ratios, delivery and installation revenues, sales by type of customer, and the share for chains.
In addition, Catalina profiles the leading floor coverings retailers and their share of total U.S. retail sales. A
separate section evaluates the role of buying groups.
WHOLESALE AND DISTRIBUTOR BUSINESS TRENDS
The report also analyzes sales trends of manufacturer sales offices and independent distributors. Sales are
segmented for soft and hard surface flooring and by type of customer. Sales trends for the top 12 distributors are
provided as well as profiles for the top five. Catalina also provides the distribution strategies for the leading U.S.
floor coverings manufacturers.
About the Publisher
Catalina Research offers a wealth of knowledge and experience in assisting
action oriented executives in uncovering industry intelligence. Their research
director, Stuart Hirschhorn, has researched construction material, building
equipment, and related industries for over three decades. Catalina Research
provides the most in depth, up-to-date, and insightful data on construction
materials and building equipment markets. The Reports include pertinent
information from government agencies, proprietary research sources, and
competitor intelligence. Catalina has relationships with leading business
associations and trade publications to deliver the most insightful industry
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