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Floor Coverings Distribution Channels

Floor Coverings Distribution Channels

SUMMARY OF MAJOR FINDINGS

The U.S. installed floor coverings market is estimated to increase by 4.9% in 2019 to about $80.0 billion as growth slows from the earlier years of the recovery. Market growth began to weaken in the fourth quarter of 2018 as rising interest rates adversely affected gains in the builder and commercial markets. Rising interest rates also caused a decline in existing home sales, the historical driver of consumer flooring spending. Consumers were also spooked in late 2018 and early 2019 by the sharp drop in stock market values. However, these drags on demand may already be dissipating. Mortgage rates have leveled off in recent months as the 10-year treasury rates declined. The Federal Reserve has also hinted they will be dovish on interest rates during 2019. This has given a boost to stock market values. In addition, rising employment and wage gains have given a boost to consumer confidence in early 2019. These recent trends could spur growth in the second half of 2019. Meanwhile, consumers continue to rely on home centers and value-priced hard surface flooring chains to seek out competitively priced flooring.

FLOORING DISTRIBUTION CHANNEL TRENDS

Catalina Research has uncovered these trends in our 187-page report on U.S. floor coverings distribution channels and regional markets. This Catalina Research report provides an in-depth look at “Who Sells What to Whom and Where”. 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. 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 soft and hard surface flooring, and share of the installed residential base. 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. Catalina also evaluates the role of buying groups, and the hard surface flooring chains.

WHOLESALE AND DISTRIBUTOR BUSINESS TRENDS

The report 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 six. Catalina provides the distribution strategies for the leading U.S. floor coverings manufacturers.
INSTALLATION CONTRACTOR MARKET

A separate section analyzes the installation market. Data trends are provided for the number and revenues of U.S. floor coverings installation contractors, revenues by type of flooring job and building, material and labor costs, and revenue per square foot of floor coverings installed.

REGION AND STATE MARKETS

This report analyzes the installed floor coverings market by region and state. Catalina tracks retail, wholesale, and contractor business revenues by region and state, as well as per capita sales. Factors driving region and state demand are analyzed, such as per capita income, existing home sales, and residential and nonresidential building construction trends.


Section 1
Floor Coverings Distribution Channels And Regional Trends
Summary of Major Findings
Installed Value of Floor Coverings Spending
Hard Surface Versus Soft Surface Floor Coverings Spending
Floor Coverings Spending by End-Use Market
Floor Coverings Retail Channels
Distributor Trends
Contractor Business Trends
Regional Market Trends
Outlook
Table 1-1
Value of U.S. Installed Flooring Spending, 1997-2024 (dollars)
Table 1-2
Value of U.S. Floor Coverings End-User Purchases and Flooring Installation Revenues, 1997-2024 (dollars)
Table 1-3
Comparison of Manufacturer Flooring Product Sales to Final Sales, 1997-2024 (dollars)
Table 1-4
U.S. Average Value Per Square Foot of Floor Coverings Sold to End-Users and With Installation, 1997-2024 (square feet and dollars)
Table 1-5
Value of U.S. Installed Flooring Spending for Soft and Hard Surface Flooring, 1997-2024 (dollars)
Table 1-6
U.S. Average Value Per Square Foot of Floor Coverings Installed for Soft and Hard Surface Flooring, 1997-2024 (dollars)
Table 1-7
Value of U.S. Floor Coverings End-User Purchases for Soft and Hard Surface Flooring, 1997-2024 (dollars)
Table 1-8
U.S. Square Foot of Floor Coverings Sold to End-Users for Soft and Hard Surface Flooring and Average Selling Prices, 1997-2024 (square feet and dollars)
Table 1-9
Value of U.S. Installed Flooring Spending by Market, 1997-2024 (dollars): Residential Replacement, Builders, Commercial, And Transportation Equipment
Table 1-10
Percent Distribution of U.S. Installed Flooring Spending by Market, 1997-2024 (percent): Residential Replacement, Builders, Commercial, And Transportation Equipment
Table 1-11
U.S. Installed Flooring Spending by Market for Product and Labor, 1997-2024 (dollars): Residential Replacement, Builders, And Commercial
Table 1-12
Value of U.S. Floor Coverings End-User Purchases by Market and Type of Flooring, 1997-2024 (dollars): Residential Replacement, Builders, Commercial, And Transportation Equipment
Table 1-13
Value of U.S. Soft Surface Flooring Purchases by Market, 1997-2018
(dollars): Consumer Area Rugs Purchases, Carpet Purchases By Customers, Builders, Commercial And Transportation Markets
Table 1-14
Value of U.S. Hard Surface Flooring Purchases by Market, 1997-2018 (dollars): Consumer, Builders, Commercial, And Transportation Markets
Table 1-15
Value of U.S. Floor Coverings Purchases by Channel, 1997-2024 (dollars): Specialty Floor Covering Stores, Home Centers, Other Retail Stores, Shop-At-Home, Distributors, And Manufactures
Scope And Methodology
Section 2
U.S. Consumer Floor Coverings Spending And Purchaser Demographics
Summary of Major Findings
Consumer Floor Coverings Spending
Soft Versus Hard Surface Flooring Purchases
Homeowner Flooring Replacement Jobs
Purchases by Income
Purchases by Age
Purchases by Family Size
Purchases by Region
Consumer Floor Coverings Purchases by Channel
Table 2-1
U.S. Consumer Spending on Installed Floor Coverings, 1997-2018 (dollars): Floor Coverings Purchases and Installation Service Spending
Table 2-2
U.S. Consumer Spending on Soft Surface and Hard Surface Flooring, 1997-2018 (dollars)
Table 2-3
U.S. Consumer Spending on Flooring Products and Installation by Type of Flooring, 1997-2018 (dollars): Wall-To-Wall Carpet, Carpet Cushions, Area and Scatter Rugs, and Hard Surface Flooring
Table 2-4
U.S. Consumer Price Index for Soft Surface Floor Coverings, 1998-2018 (index)
Table 2-5
U.S. Installed Residential Floor Coverings, 2007–2018 (square feet): Wall-to-Wall Carpet and Hard Surface
Table 2-6
Number of U.S. Homeowner Flooring Replacement Jobs, 2001-2018 (number): Hard Surface and Soft Surface Jobs
Table 2-7
Average Value Per Homeowner Flooring Replacement Job, 2007-2018 (dollars): Hard Surface and Soft Surface Jobs
Table 2-8
U.S. Household Floor Coverings and Installation Spending by Demographic Characteristic, 2012-2017 (dollars): Household Income, Age of Household Head, Size of Household, and Region
Table 2-9
Percent of U.S. Household Floor Coverings and Installation Spending by Demographic Characteristic, 2012-2017 (percent): Household Income, Age of Household Head, Size of Household, and Region
Table 2-10
Average U.S. Household Floor Coverings and Installation Spending by Demographic Characteristic, 2012-2017 (dollars): Household Income, Age of Household Head, Size of Household, and Region
Table 2-11
U.S. Household Spending on Soft Surface Flooring and Installation by Demographic Characteristic, 2012-2017 (dollars): Household Income, Age of Household Head, Size of Household, and Region
Table 2-12
U.S. Household Spending on Hard Surface Flooring and Installation by Demographic Characteristic, 2012-2017 (dollars): Household Income, Age of Household Head, Size of Household, and Region
Table 2-13
Percent Distribution of U.S. Household Floor Coverings and Installation Spending for Soft and Hard Surface Flooring by Demographic Characteristic, 2012-2017 (percent): Household Income, Age of Household Head, Size of Household, and Region
Table 2-14
Value of U.S. Consumer Floor Coverings Purchases by Channel, 1997-2018 (dollars): Specialty Floor Coverings Stores, Home Centers, Other Building Material Retailers, Other Retail Stores, Shop-At-Home, Distributors, and Manufacturers
Section 3
U.S. Builder And Commercial Market Floor Coverings Spending
Builder Floor Coverings Spending Trends
Commercial Market Floor Coverings Spending Trends
Builder, Contractor, and Commercial Market Floor Coverings Purchases by Channel
Table 3-1
U.S. Builder Spending on Installed Floor Coverings, 1997-2018 (dollars): Floor Covering Purchases and Installation Cost
Table 3-2
Total U.S. Builder Square Feet Constructed and Average Value Per Square Foot of Flooring Installed, 1997-2018 (numbers and dollars)
Table 3-3
U.S. Builder Purchases of Soft Surface and Hard Surface Flooring, 1997-2018 (dollars)
Table 3-4
Number of U.S. New Housing Units Completed and Square Feet Built, 1997-2018 (number): Single-Family Homes, Multi-Family Housing Units, and Manufactured Homes
Table 3-5
U.S. Commercial Market Spending on Installed Floor Coverings, 1997-2018 (dollars): Floor Coverings Purchases and Installation Cost
Table 3-6
U.S. Commercial Market Purchases of Soft Surface and Hard Surface Flooring, 1997-2018 (dollars)
Table 3-7
Value of U.S. Builder and Contractor Floor Coverings Purchases by Channel, 1997-2018 (dollars): Specialty Floor Coverings Stores, Home Centers, Other Building Material Retailers, Distributors, and Manufacturers
Table 3-8
Value of U.S. Commercial and Government Floor Coverings Purchases by Channel, 1997-2018 (dollars): Specialty Floor Coverings Stores, Home Centers, Other Building Material Retailers, Distributors, And Manufacturers
Section 4
U.S. Floor Coverings Retail Distribution Channels
Summary of Major Findings
Retail Sales by Channel
Retail Sales by Surface Material
Specialty Floor Coverings Store Trends
Buying Groups
Home Center Trends
Hard Surface Floor Coverings Store Trends
Internet and Other Shop-At-Home Sellers
Leading Floor Coverings Retailer Market Shares
Table 4-1
U.S. Retail Floor Coverings Sales by Type of Channel, 1997-2018 (dollars): Specialty Floor Coverings Stores, Home Centers, Hard Surface Flooring Stores, Furniture Stores, Department Stores, Other Home Furnishings Stores, Warehouse Clubs and Super Centers, Direct Sellers, Electronic and Internet, and Others
Table 4-2
U.S. Retail Floor Coverings Sales Growth by Type of Channel, 1997-2018 (percent): Specialty Floor Coverings Stores, Home Centers Hard Surface Flooring Stores, Furniture Stores, Department Stores, Other Home Furnishings Stores, Warehouse Clubs and Super Centers, Direct Sellers, Electronic and Internet, and Others
Table 4-3
Percent Distribution of U.S. Retail Floor Coverings Sales by Type of Channel, 1997-2018 (percent): Specialty Floor Coverings Stores, Home Centers, Hard Surface Flooring Stores, Furniture Stores, Department Stores, Other Home Furnishings Stores, Warehouse Clubs and Super Centers, Direct Sellers, Electronic and Internet, and Others
Table 4-4
Number of U.S. Retailers Carrying Floor Coverings by Type of Channel and Average Sales, 1997-2018 (number): Specialty Floor Coverings Stores, Home Centers, Hard Surface Flooring Stores, Direct Sellers, Other Home Furnishings Stores, Furniture Stores, Warehouse Clubs and Super Centers, Department Stores, Electronic and Internet, and Others
Table 4-5
Average Floor Coverings Sales Per Retail Outlet by Type of Channel, 1997-2018 (dollars): Specialty Floor Coverings Stores, Home Centers, Hard Surface Flooring Stores, Direct Sellers, Other Home Furnishings Stores, Furniture Stores, Warehouse Clubs and Super Centers, Department Stores, Electronic and Internet, and Others
Table 4-6
U.S. Retail Floor Coverings Sales by Type of Surface Material by Type of Channel, 1997-2018 (dollars): Specialty Floor Coverings Stores, Home Centers, Other Building Material Dealers, and Other Retailers; Soft Surface and Hard Surface Flooring
Table 4-7
Percent of Soft Surface and Hard Surface Flooring Retail Sales by Type of Channel, 1997-2018 (percent): Specialty Floor Coverings Stores, Home Centers, Other Building Material Dealers, and Other Retailers
Table 4-8
Percent Distribution of U.S. Retailer Sales by Type of Customer and Outlet, 1997-2018 (percent): Households, Builders and Contractors, Commercial and Government, and Other Retailers and Wholesalers; Specialty Floor Coverings Stores, Home Centers, and Other Building Material Retailers
Table 4-9
U.S. Floor Covering Store Employment, Hourly Wages, and Weekly Hours, 2002-2018 (number and dollars)
Table 4-10
U.S. Specialty Floor Coverings Store Delivery and Installation Charges and Other Non-Merchandise Revenues, 1997-2017 (dollars): Floor Coverings Sales, Other Merchandise Sales, Delivery and Installation Charges, Other Labor Charges, Carpet Repair and Cleaning Revenues, and Other Revenues
Table 4-11
Percent Distribution of U.S. Floor Coverings Stores and Sales by Employee Size, and Multi-Store Chains, 2002-2016 (percent): Floor Covering Sales, Other Merchandise Sales, Delivery and Installation Charges, Other Labor Charges, Carpet Repair And Cleaning Revenues, and Other Revenues
Table 4-12
Share of U.S. Retail Floor Coverings Sales for the Top Ten Retailers, 2007-2018 (percent)
Table 4-13
Sales and Locations for the Top Twenty Floor Coverings Retail Chains, 2017 (dollars and number)
Table 4-14
Home Depot’s Floor Coverings Sales, 2007-2018 (dollars)
Table 4-15
Lowe's Companies Floor Coverings Sales, 1998-2018 (dollars)
Table 4-16
Sales and Profit Trends for Lumber Liquidators, 2013-2018 (dollars, percent, and number): Sales, Cost of Sales, SGA, Operating Income, Number of Stores, and Merchandise Inventories
Table 4-17
Percent Distribution of Lumber Liquidators Sales by Category, 2014-2017 (percent): Solid Hardwood, Engineered Hardwood, Laminates, Moldings and Accessories; Bamboo and Cork, Vinyl Plank and Others
Table 4-18
Sales and Profit Trends for The Tile Shop, 2013-2018 (dollars, percent, and number): Sales, Cost of Sales, SGA, Operating Income, Number of Stores, and Merchandise Inventories
Table 4-19
Percent Distribution of Tile Shop Sales by Category, 2016-2018 (percent): Manufactured Tiles, Natural Stone Tiles, Setting and Maintenance Materials, Accessories, and Delivery Service
Table 4-20
Sales and Profit Trends for Floor & Decor, 2013-2018 (dollars, percent, and number): Sales, Cost of Sales, SGA, Operating Income, Number of Stores, and Merchandise Inventories
Table 4-21
Floor & Decor Sales by Product Category, 2014–2018 (percent): Tile, Wood, Natural Stone, Laminate/ LVP, Decorator Accessories and Accessories
Profiles Of Seven Leading Floor Coverings Retailers
Empire Today LLC
Floor & Decor Holdings, Inc.
The Home Depot, Inc.
Lowe’s Companies, Inc.
Lumber Liquidators, Inc.
Rite Rug
The Sherwin-Williams Co.
Tile Shop Holdings, Inc.
Section 5
U.S. Distributor (Wholesaler) Floor Coverings Channel
Distributor (Wholesaler) Sales Trends
Sales By End-Use Market
Competitive Environment and Leading Distributors
Distribution Strategies for Leading Manufacturers
Table 5-1
U.S. Wholesale Floor Coverings Sales and Number of Wholesalers Selling Flooring, 1997-2018 (dollars and number)
Table 5-2
U.S. Wholesale Floor Coverings Sales of Soft and Hard Surface Products, 1997-2018 (dollars)
Table 5-3
Number and Sales of Merchant Wholesalers and Manufacturer Sales Offices and Sales by Type of Customer, 1997-2018 (number, dollars, and percent)
Table 5-4
Sales Trends for The Top Twelve Floor Coverings Merchant Wholesalers (Distributors), 2014-2018 (dollars)
Profiles Of The Top Six U.S. Distributors
All Tile, Inc
Belknap White Group
BPI
Galleher Corp.
J.J. Haines & Co.
MS International
Section 6
U.S. Floor Coverings Installation Business
Floor Coverings Contractor Revenues
Revenues by Type of Installation Work
Installation Revenues Per Square Foot
Revenues by Type of Construction Project
Material and Labor Costs
Contractor Groups
Table 6-1
U.S. Floor Coverings Installation Contractor Revenues by Type of Flooring, 1997-2018 (dollars): Carpet, Ceramic Tile, Wood Flooring, Resilient and Laminate Flooring, Stone, and Computer Floors
Table 6-2
U.S. Contractor Revenues Per Square Foot Installed by Type of Flooring, 1997-2018 (dollars): Wall-To-Wall Carpet, Ceramic Tile, Wood Flooring, and Resilient and Laminate Flooring
Table 6-3
Flooring Material and Supply Purchases of U.S. Builders and Flooring Contractors, 1997-2018 (dollars)
Table 6-4
Number, Revenues, and Costs of U.S. Floor Coverings Installation Contractors, 1997-2018 (number, dollars, and costs)
Table 6-5
U.S. Flooring Contractor Employment, Hourly Wages, and Weekly Hours, 2002-2018 (number and dollars): Ceramic Tile and Other Flooring Contractors
Table 6-6
Value of U.S. Floor Contractor Revenues by Market and Type of Construction, 2002-2018 (dollars): Residential and Nonresidential; and New Construction; Additions and Remodeling, and Maintenance and Repair
Table 6-7
Value of U.S. Floor Coverings Contractor Revenues by Type of Nonresidential Building, 2007-2017 (dollars)
Table 6-8
U.S. Spending on Nonresidential Building Construction Put in Place by Building Type, 2012-2018 (dollars): Lodging, Office, Commercial, Healthcare, Educational, Religious, Public Safety, Amusement and Recreation, and Manufacturing
Section 7
Regional And State Market Analysis
Methodology
Regional and State Installed Floor Coverings Markets
Regional and State Residential Replacement Markets
Regional and State Builder Markets
Regional and State Commercial Markets
Table 7-1
U.S. Installed Floor Coverings Markets by Region and State, 2002-2018 (dollars)
Table 7-2
Percent of U.S. Installed Floor Coverings Market by Region and State, 2002-2018 (percent)
Table 7-3
Growth of U.S. Installed Floor Coverings Market by Region and State, 2002-2018 (percent)
Table 7-4
U.S. Residential Replacement Installed Floor Coverings Markets by Region and State, 2012-2018 (dollars)
Table 7-5
Residential Replacement’s Share of Total Region and State Installed Floor Coverings Market, 2002-2018 (percent)
Table 7-6
U.S. Builder Installed Floor Coverings Markets by Region and State, 2012-2018 (dollars)
Table 7-7
Builders’ Share of Total Region and State Installed Floor Coverings Market, 2002-2018 (percent)
Table 7-8
U.S. Commercial Installed Floor Coverings Market by Region and State, 2012-2018 (dollars)
Table 7-9
Commercial’s Share of Total Region and State Installed Floor Coverings Market, 2002-2018 (percent)
Section 8
Regional And State Revenues For Retailers, Distributors, And Contractors
Summary of Major Findings
Regional Retail Floor Coverings Markets
Regional Distributor Sales Trends
Revenues and Number of Contractors by Region
Table 8-1
Total U.S. Retail Floor Coverings Sales by Region and State, 2012-2018 (dollars)
Table 8-2
U.S. Per Capita Retail Floor Coverings Sales by Region and State, 2007-2018 (dollars)
Table 8-3
Number of U.S. Retail Outlets Selling Floor Coverings by Region and State and Average Revenues Per Store, 2012-2018 (number and dollars)
Table 8-4
U.S. Floor Coverings Store Sales by Region and State, 2012-2018 (dollars)
Table 8-5
Number of U.S. Floor Coverings Stores by Region and State and Average Revenues Per Store, 2012-2018 (numbers and dollars)
Table 8-6
Number of U.S. Home Depot, Lowe’s, Lumber Liquidators, Tile Shop, and Floor & Decor Stores by State, 2018 (number)
Table 8-7
U.S. Floor Coverings Wholesaler (Distributor) Sales by Region and State, 2012-2018 (dollars)
Table 8-8
Number of U.S. Floor Coverings Wholesalers (Distributors) by Region and State and Average Revenues Per Wholesaler, 2012-2018 (number and dollars)
Table 8-9
Revenues of U.S. Floor Coverings Contractors by Region and State, 2012-2018 (dollars)
Table 8-10
Number of U.S. Floor Coverings Contractors by Region and State and Average Revenues Per Contractor, 2012-2018 (number and dollars)
Table 8-11
Per Capita Personal Income by Region and State, 2013-2017 (dollars)
Table 8-12
U.S. Existing Home Sales by Region, 2007-2018 (number)
Table 8-13
New Privately-Owned Housing Units Authorized by 20,000 Building Permit Places by Region and State, 2012-2018 (number)
Table 8-14
U.S. Private Nonresidential Construction Spending by Region and State, 2007-2017 (dollars)

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