Subscribe
Share
Share
Embed
Creating a design concept for a kitchen or remodeling an outdated bathroom requires an understanding of the products and services available to those looking to undertake such a project. The ProSource Podcast breaks down the home remodeling industry and highlights the merchandise and experience that it requires to achieve your vision. Join ProSource Director of Digital Marketing Content Kevin Devine, as he speaks with those who facilitate the ideal project and offer valuable information for how to choose the ideal products and services that transform your ideas into reality.
Welcome back to The ProSource Podcast.
I am Mollie, and today
I am sitting here with Amy Tucker,
Director of Hard Surface
for DH Floors, the Dixie Group.
Do you have a preference on on
which one we use?
I like to say The Dixie Group,
because we're a family of brands
and said that this encompasses everything,
and I think that's actually
a perfect place to start, too,
because I'm sure
people get confused with that.
And you probably get that question
all the time.
So the overarching, you know,
the top is The Dixie Group.
And then branching out of
that is the family of brands.
That's correct.
So just The Dixie Group.
And then we're of course, on the carpet
side, we have Fabrica, Masland, DH Floors.
And then for Hard Surface we have TRUCOR,
which is all of our resilient flooring.
And laminate our hardwood floors
up under the Fabrica brand.
So kind of just think of it
as an umbrella tree with our
with our brands underneath. Oh yes.
Yeah.
So that's
that's like perfectly explains it too.
And I know today we're talking
specifically about hard surface
as you're a director of Hard Surface.
And we're going to be speaking
specifically about TRUCOR and Fabrica.
But first I wanted to ask you how
you got
your career started in this industry.
I think that's always interesting
to hear about because everyone's answer
is, like, completely different.
And I also feel like maybe
yours is different, but I feel like once
you enter this industry,
it's like lifelong.
Is that how it was for you?
It's like, well, in fact,
I have been in my entire life.
I actually grew up
exploring my family on the,
carpet mill for 30 years, 30 plus years.
So I literally, as a kid,
would ride my bike around the plant
as we were making carpet.
And ironically, I would say
I'm never going to work in carpet.
Yeah, that's all
I've done since I graduated from school.
So I literally grew up in the carpet
business.
So my first love,
of course, is on the carpet side.
And then about, probably in 2010 or so,
I went to work for a company
called IVC,
which some of you out there may remember.
We made sheet vinyl and,
then we transitioned and made, also.
So I learned a ton
when I was there, had some great people
around me, learned it from literally
every aspect of the business.
And that's kind of where I kind of
gravitated or leaned, to hard surface.
But, yeah, literally my whole life.
Yeah. You were like, born into this.
From what I've seen, you do it.
But to be here. Yeah.
That's awesome.
And you've been with The Dixie Group?
I know during the time of incredible
product innovation.
How would you describe the company's
approach to blending design,
performance and technology
across all those family of brands?
I think it's important for us,
especially on hard
surface,
just to do what we know to do well
and to get really we've
kind of over the last year or two,
we've, sort of have a different approach
or different go to market strategy
where instead of trying to be everything
for everyone on the hard surface,
we really are kind of honing in
on where we can be different
and how we can elevate
retailers out there,
with the best products
and performance in our portfolio.
And so just kind of narrowing our focus
so we can go narrow and deep
on the things that we believe in,
we invest in, we love.
So that's
kind of been our different approach.
But also, making sure that the products
we introduce and have an offering
on, we are we know a lot about we, price
where we buy it.
Well,
and we make sure that we're checking
that box every time on style and design.
Perfect.
And I want to, first talk about TRUCOR.
Before we get into Fabrica.
But the TRUCOR line has become a standout
name and a luxury vinyl flooring.
And for anyone listening
that might be unfamiliar with what TRUCOR
is or the brand,
why do you think TRUCOR is different
from other LVP
or LVP options in the market?
Well, thinking about TRUCOR and as it is
a part of The Dixie Group, everyone
I think out there,
Fabrica and Masland, those brands
have been around for a long time.
And so, retailers are very familiar
with those brands.
TRUCOR is the same thing.
It's a trusted brand.
We are focused on style and design
and really kind of saying,
I call it above the fold.
So there's a lot of hard surface
out there.
There's a lot of competitors
with, especially with LVT.
And so our that our mission
or our value
is to really stay above the fold, stay
above all of the things that are happening
with price wars and things,
maybe products
that are not necessarily tested and true
that people are kind of trying out our,
go forward.
Our strategy is to say
kind of elevated from that.
We focus on veteran goods,
we focus on, style and design, of course,
and making sure that we are tapped
into things like what is, paint markets
doing, sort of furniture markets doing
so that we stay ahead of those trends
not only on top of the trend,
but ahead and helping retailers
kind of see around the corner
with how those things are.
And really better products.
Just nicer.
Looking more elevated.
Look in design,
I mean, for people who are looking for
the real thing,
they're looking for what looks real.
And so we're not too concerned
about just making sure
we have every single space covered,
but we're making sure
that we have the right products
that check those boxes for consumers
as they shop. Yes.
And you actually just talked about it
a little bit is that, you know, the TRUCOR
line is known for those realistic visuals
and the durability, right.
Can you share a bit
more about the technology behind,
the product that supports
those features that it has?
Yeah, I mean,
I think it's about the details.
I know it is.
And soft surface for sure,
but it isn't hard surface.
It's not forgetting that
the realistic visual things like
and it's really about consumer preference.
Those things are subjective.
Things like roll bevels
or ease roll bevels, rolled edges,
that have been around for a minute.
That's really a preference
for certain consumers.
Some consumers like pain and Bevel.
So just making sure that we're tapped
into whatever the latest and greatest
is there.
You know, as technology evolves,
those things are modified and tweaked
to make it to make the products
look even more realistic.
Matte finishes.
In Boston, register
all of those things become important
as you elevate that look in design
and so ensuring that across our portfolio,
regardless of, where you know,
what collection you're choosing from,
a lot of those elements are part of
just how we go forward,
just in general, across the board.
Absolutely.
And you mentioned also that it's important
to have so many different options
for the consumer because
there's so many different preferences
when it comes to, hard flooring.
Right. And
I just wanted to know, out of curiosity,
what are some of your favorite current
styles
and trends within the two core collection?
Well, I'll tell you, this year
we launched several products.
One of our products
we launch, we called Prime X.
It's a 12 millimeter product.
It's got a good hand.
It looks beautiful.
But it's more about the color.
People are buying what looks pretty.
They're buying beautiful flooring,
and then they want it to perform.
So if we can check the box.
Is it beautiful? Of course.
Those warm tones that are coming back
in those traditional, pretty traditional
when it comes to that kind of thing.
And, and I think consumers are in general,
they're looking for things that go
with everything in their home.
And so they're picking things that go
with some grays
that may be waning or go with some brands
they still have in their cabinets
or all those soft kind of,
colors
that we're seeing kind of a resurgence on.
That is kind of what we flooded
with this year.
So, those things, along with
a premium product that's going to perform.
So it's got to be beautiful, number one.
And then second closing, it's
going to be easy to clean.
So we're going to look at products
that are of course
easy to clean
as waterproof kid proof all the things.
And then it's a durable.
And then lastly
we want to be easy to do business with.
I think that's so important
for not only our customers
that they're customers,
consumers coming in.
How do we make it shoppable?
How do we create destinations
with our products that are easy to shop?
It's easy to compare across visuals,
it's easy to compare across price.
And so rather than walking up
and trying to decide, I don't know
if I want laminate or light or
what do I want, it's just about the look.
And then very easy, consumer friendly
messaging that resonates with everyone.
And that's that's kind of our simplified
and amplified
go forward strategy on three core.
Absolutely.
And I love that you brought up,
you know, wanting to make sure
that is an easy experience.
For not just pro sources
working with The Dixie Group,
but also our trade pro members
and our clients,
our homeowners that are coming in
when there's so many options.
Sometimes it might come down to,
okay, well, what's
going to check all these boxes,
but also not be a headache,
to look for sure and work with,
so I love that
you pointed that out because that's also
one of our goals, right?
With and working with all the brands is
we want to make it as seamless
and easy as possible for our members.
Absolutely.
So switching gears
a little bit from TRUCOR,
I want to talk about Fabrica,
but people might think of
Fabrica as, you know, luxury
carpet and rugs, which it is.
But also the hardwood line
is equally impressive.
What defines a Fabrica
hardwood floor to you?
So to me, it's about again
that elevated experience.
It's about
not only making sure that we again
have those designs and colors
that are transformed.
It's things that are core
and things that kind of stretch
around the corner a little bit
to make sure we're on top of the trend,
but it's also about that quality
trusted partner.
So Fabrica
has been around for a long time.
And so for hardwood,
we want to also make people
make our customers
feel like we've got you trusted.
We're very particular about the vendors
that we partner with our supply partners.
And so we're looking at the details
from those partners,
not only what the product is,
but how it's made.
How does it get to us?
How are we protecting that
when it comes in the door?
So and looking at the details, within
those products that it's all the details.
And so again making sure that Fabrica
if you know our minimum spec on Fabrica
and now is a three millimeter.
So in phase we that's where we start.
And so
and that means something to our customers.
It's like what is this spec.
But it's about having that performance
driven product that also looks beautiful
at the same time.
talking about Fabrica,
you just laid out a lot of great points,
and I know a phrase
that is often associated with Fabrica
is quality without compromise.
How does that philosophy come to life?
And the the brand's craftsmanship and
the materials that go into the hard wood.
So it's really about not compromising,
a good book and a performance on a price.
I mean, we always are trying to buy
the best and most efficient way
we can so that
we can offer the price to our customers
a really great selling price.
But more importantly, Fabrica
for sure is making sure
that we've got those products
that are quality and they look beautiful,
even if they're a little bit
more expensive.
And they are I mean, we know that
and we're not afraid to say that
because we know
that those products are trusted.
They're bought with the best,
vision in mind.
And so,
that comes across with the product
that you're going to have to last.
And people when they invest in hard wood,
those consumers are looking for products
at last they're investing.
I mean, flooring is an investment
served only.
So it's housing,
it's cars and it's flooring.
And so if we keep that in mind
with hardwood buyers,
we want those quality products.
And if someone is looking for hardwood
and get the beautiful floor, they want,
that's going to last for as long
as they have their home for their life,
they're going to be okay
with paying a little bit more for products
that they can trust.
And that's really
what Fabrica brings to the table
a chat.
And that was kind of that kind of goes
into my next question, because I know
under The Dixie Group
there's a family of brands.
And maybe this is another question,
but like the
the brands competing with each other
or just making sure
that they have their own space
and purpose,
how does TRUCOR and Fabrica like,
how do they complement each other and
can you maybe simplify
what their purposes is for both brands?
And I think it's important
that we keep in mind
and we do that, that
everything needs a reason for being.
So as we invest in these products
and as we create the collections
for our customers and for ProSource
that we keep in mind
what is the reason that someone
would need that on their floor?
What is the reason they would need
these true for products on their floor?
And so rather than just having products
thrown out there, in a non strategic way,
we really think about
where is the place,
where does everything fit in the portfolio
to amplify not only our business
but that of our customers.
And so Fabrica kind of owns this very high
end, quality hardwood.
And that's the hardwood we have
is an under the Fabrica umbrella.
And then for TRUCOR, that is more,
that's luxury vinyl and laminate.
So everything else, that is not hardwood
goes up under TRUCOR.
And so that's all of our elevate
and all of that.
So and that's there's a place for that.
Those are different consumers.
A what a consumer is different
than a resilient consumer.
And so making sure that we are
we understand this consumers
and the target consumers
for each of those collections.
But and there's a reason for being, again,
for those products
and those price points
and those looks and feels.
Absolutely.
And I think that simplifies it.
Very well.
For anyone that is listening
and our trade pro members
that might be listening
or even homeowners, I think, you know,
if your client wants hardwood,
look at Fabrica.
If they're looking for, you know, LVP,
then true Core is your option.
Are there any other ways
that both of these brands
can support the need specifically
for our trade, for our members?
So I'm thinking of Remodelers
designers and builders
that are working on real world projects,
I guess.
Or if you have any like, tips
on inserting
these two brands into that conversation
with their client, for sure.
I mean, I think it's about what
what goes with what they're going for.
Number one,
that's what people are going to look at.
And then where is their budget?
Because what does make a difference
if the if the budget is for hardwood
Fabrica is the perfect way to go.
If the
if the budget is not for for Fabrica,
it doesn't really fit that,
then you can transition down to TRUCOR.
But they're still beautiful
products and TRUCOR.
Or maybe someone has
three kids and two dogs
and they're looking for something
that doesn't,
but they can put it in the bathroom. Yeah.
And then you're going to suggest
tree core.
So I think it's about
first of all figuring out
what look they're going for and then what
they expect from the flooring.
And then talking about expectations there.
So, again, if someone like, tell me about
this is for every salesperson,
and for these trade professionals
that are kind of,
putting flooring in remodels in
that can be finding out
what the expectation is, for that,
for that client or that consumer.
What do you want to look like?
What is it going with or,
or and additionally,
I should say is
what do you expect from the flooring?
Tell me about your life.
Tell me about your daily life.
What goes, what comes across your floor.
If it's two people and they're there,
you know, we don't have any kids or
our kids are growing over.
We don't have any pets with the fish.
Whatever.
Okay, maybe hard was perfect for them
or someone is like,
I don't really care about all that.
I just want it to look great.
So it's about qualifying the consumer
first of all, so
that the flooring that matches with them
is the perfect choice.
Yes, I think that is,
perfect tip on
where to start
if even if someone is a new trade pro too.
Right.
And they're trying to navigate that world,
I would think
someone that's pretty seasoned
probably knows some of that.
But I think that's always
just a good rule.
And like, best practice to start there.
What are their needs?
Like you said,
some people do not care to invest
a bunch of money
into making sure that it's pure hardwood.
That's probably would be me.
I, I'm not, like, super.
I'm like,
what can I get the most bang for my buck?
Right. Exactly. Yeah.
Going for a look.
And you're like, well,
what can I get for this?
Looks like what I want.
And it's going to perform. Yeah, yeah.
And that that's,
that's exactly easy to clean up
if you have plants
that are very clean in it.
Yeah. Yes.
But some people really cannot move away
from having that actual hardwood that,
that it's just a staple.
Right.
People that probably don't have puppies
and have a lot of different consumer
divergence over the same work. Yeah.
Could you speak a little bit more about
the ProSource and Dixie Group partnership?
I know you've been in the industry
a long time, but how do you feel like
the partnership helps bring these products
to more trade pros and homeowners?
So I think the relationship,
of course, is very important as we
we value that relationship. Of course.
That it's really about communication
between the two.
I want to always listen to our customers.
I think that's one thing we do
well here at The Dixie Group is we
you know, talk meetings.
Call me any time.
Let's talk about what you're looking for,
what you need,
and really taking that endpoint
and crafting things for them.
So, creating products
that fill gaps in needs
and listening there.
So again, rather than just
launching products that we think
are fantastic, we take advise
and we take, kind of ownership.
We, we share ownership
and making sure that those things, work
well and for ProSource
and for their customers.
So it's about listening
to make those decisions.
And together we we can
we can elevate, what happens there
and what goes forward with their clients.
So, those are things that we do daily.
We do that by annually.
Every time we get an opportunity,
we're always happy.
And I think our salespeople that are out
calling on our ProSource dealers,
really, they're there are
face and ears on the street
and eyes on the street.
So and that that often gets back,
to me, every day.
So as we're talking to customers,
giving them that feedback and saying,
you need to go to
I this, we're happy to have that.
That's how we build greater relationships
and better product portfolios.
To go forward.
Absolutely.
And even like this podcast, bringing that
product knowledge to our trade
for our audience and homeowners,
I think is super beneficial, too,
because if you know the ins
and outs of brands and products,
you're more inclined to be better
at selling them
or providing that feedback to your clients
and just letting them know too.
So it's all like just stages of sharing
information and passing information down.
And this is a perfect way
to just directly tell our audience, like,
these are what these brands are,
and this is what you can tell
your clients about, you know,
the fabric,
the hardwood, and a true story.
Before we get off, I wanted to ask
what is next for The Dixie Group?
Specifically for the hard surface
category that you oversee.
And are there any innovations
or product expansions
that you're excited about going into 2026?
We do have a few product expansions
that we're looking at.
So, we have a few and primarily
in WPC,
I mean, that is a category for us that,
that we're really kind of diving
into even more than we are today.
And so expanding some of those lines,
maybe into some things
like five millimeter loose light
that is becoming more and more popular,
not only for commercial spaces,
but also residential.
So kind of dipping our toe in that,
as well, and of course, and our hardwood
collection just expanding that,
maybe some new color lines.
Again,
we want to make sure with Hard Surface
that we're staying kind of on the, on the,
on the, on the edge of trends.
We're not only having options
that are happening now,
but also things
that are seeing around the corner.
So so look for some of those
coming up at shows in the winter
or just expansion of some of our
WPC lines, our,
a few new options
and then some hardwood as well.
Perfect.
Well, thank you so much for coming on
today, Amy.
I think this was a great episode.
A lot of knowledge in here.
And I just appreciate you coming on and
sharing your wisdom about the practice.
So much for having me. It's been good.
Thank you for joining us today
on The ProSource Podcast.
Please like and subscribe to us
wherever you get your podcast.
Also, follow us on social media.
Check out our website
at prosourcewholesale.com And visit
your local ProSource Wholesale showroom
for all of your home remodeling needs.