Monthly Archives: August 2010

How To Use Social Media For Your Retail Flooring/Carpet Business

…and not waste time or money!
Besides making your business and yourself interesting, which is of paramount importance, social media should be viewed as an extension of your personality not directly linked to sales. Use it to create a community around your brand or location/services.
That, in a nutshell, is my way of establishing expectations for this post.
I’ve spoken with hundreds of flooring business owners and it’s clear this message needs to be understood or many will miss out on a major aspect of using the web for business.
Facebook, YouTube, Digg, Twitter, blogs, MySpace, Google Buzz… none of them are to be viewed in the same light as display ads, radio, billboards.

Sure, there are advanced tools to measure ROI of social networking, but if the actual concept of social media isn’t firmly in your grasp, these tools won’t work.
In fact, they’ll probably do more harm than good.
Think about it – have you ever gone to a networking meeting and had someone come in cold and try to put a sell on you?
It’s just not the way things are done.
So, here’s how it works.
First, you look for commonality so you can establish rapport.
  Do you know someone who seems to have something in common with just about everybody? Are they lonely? Probably not. And the same is true online if they translate that personality.
Do I have your attention?
More to come in a few hours after I get out of this meeting.



Carpet and Asthma – IAQ Myths and Facts

Carpet and Asthma and Allergy – Crucial Knowledge For Health Care Administrators and Facility Managers 
Why? Scientific research and data from independent sources helps professionals and the public make educated flooring choices.  

Carpet is perceived as a potential contributor to asthma and allergy. 
What You Should Know 
There is no scientific study linking the rise of allergy and asthma to the use of carpet. Indeed, several studies actually disprove any correlation. 

A 15-year Swedish study found no link between carpet usage and the incidence
of allergy or asthma. In fact, even when carpet usage in Sweden decreased by
70 percent, allergy reactions in the general population increased by 30 percent. 
   Carpet may even be helpful to people with asthma: an 18-nation study of nearly
20,000 people found a statistical relationship between carpeted bedrooms and
reduced asthma symptoms and bronchial responsiveness. 
 A possible explanation: carpet acts like a filter, trapping allergens away from the
breathing zone so they can be removed through proper vacuuming and deep
cleaning extraction.

Studies have measured the distribution of airborne dust associated with
normal activities on smooth surfaces and carpeted floors. The findings
show that walking on hard surfaces disturbs more particles, which
become airborne and enter the breathing zone. In contrast, carpeted
surfaces trap more particles so that walking disturbs fewer particles,
resulting in fewer particles in the breathing zone.

For best results removing pollutants trapped in carpet, use CRI Green Label
vacuums and CRI Seal of Approval cleaning products. Details on these
certification and testing programs can be found at

picture of chris moline, leed ap, green flooring expert in northern virginia and the dc metro area

GREENGUARD Children & Schools certification for cork flooring

USFloors’ Natural Cork floating floors with Endura AR finish and Ecocork floating floors have earned GREENGUARD Children & Schools Certification. Earlier this year, the company earned the same certification for its Natural Bamboo flooring.
After my recent tour of their facilities in Dalton, Georgia, and a few hours with US Floors CEO Piet Dossche, the receipt of this designation for their cork product is not a surprise.
In fact, US Floors recently was awarded the Floor Covering Weekly GreenStep Award in the Process category for their photovoltaic array and new warehouse in Dalton.  As one of the judges for the awards, I chose US Floors because the 144 kw array is currently the largest commercial solar installation in the state of Georgia and it represents their commitment to sustainability. The system generates 100% of the power required for the buildings energy needs. This is not the first array for USFloors, a sustainable flooring manufacturer, but for now its largest.

GREENGUARD Healthy Schools Quiz

About GREENGUARD Children & Schools:

GREENGUARD Children & Schools Certified products are approved in all of the following LEED Rating Systems:
• LEED 2009 for Commercial Interiors EQ Credit 4.3 – Low-Emitting Materials: Flooring Systems
• LEED 2009 for New Construction EQ Credit 4.3 – Low-Emitting Materials: Flooring Systems
• LEED 2009 for Homes MR Credit 2.2
• LEED 2009 for Core & Shell EQ Credit 4.3 – Low-Emitting Materials: Flooring Systems
• LEED 2009 Retail for Commercial Interiors EQ Credit 4 Option C: Flooring Systems (in pilot phase)
• LEED 2009 Retail for New Construction EQ Credit 4 Option C: Flooring Systems (in pilot phase)

Shaw’s 2d annual corporate sustainability report

Shaw Industries Group has released its second annual corporate sustainability report, at Titled “Where Sustainability Is Personal,” the report focuses on the company’s sustainability efforts in 2009, including the personal commitment to environmental and social responsibility by Shaw associates. It also discloses key metrics for environment and social responsibility.

“Companies that willingly seek out and adopt new protocols for sustainable business today stand to make a difference now, and for generations to come,” said Shaw CEO Vance Bell. “We certainly believe private enterprise will be the driver of change in addressing the environmental and social challenges faced by today’s world, and our 2009 report demonstrates our commitment to making sure our products and practices meet the highest standards for human and environmental health, safety and responsibility.”

“More than the way we do business, sustainability is also a commitment shared personally by each and every Shaw associate,” Bell said. “Our new report reflects that commitment. It also reflects our desire to be as transparent as possible with our customers and our many stakeholders about the Shaw organization, our operations and our impact.”

Shaw’s 2009 sustainability report includes more disclosures, more metrics and more data than the company’s inaugural 2008 report, according to Jeff West, director of sustainability and environmental affairs for Shaw’s commercial division. “Our annual sustainability reporting process has become a valuable tool for helping us evaluate our progress towards key goals and towards broader sustainability objectives,” West said. “As a result, we have been able to share more data this year than last – including expanded metrics for energy, greenhouse gas (GHG) emissions, water, and waste.”

“Like our first report, the 2009 report will also serve as a roadmap for the next part of our sustainability journey,” West added.

In addition to an expanded number of key environmental and social metrics, Shaw’s 2009 report also uses the Global Reporting Initiative (GRI) G3 Guidelines for sustainability reporting. According to David Wilkerson, director of sustainability and environmental affairs for Shaw’s residential division, the company formally adopted the GRI reporting process and framework for its second report to ensure the metrics and content disclosed met globally recognized standards for corporate sustainability reporting.

picture of chris moline, leed ap, green flooring expert in northern virginia and the dc metro area

Fabrica Carpets – Style Spotlight: Chez – from Alexandria, NoVa & DC Metro Area Fabrica Retailer/Installer

Fabrica carpet sales in Northern Virgina, Alexandria, Mt. Vernon, Arlington and Washington DC

For over 30 years Chez has been the industry standard for fine count, cut pile carpet. We routinely find designers browsing the exquisite color pallette for “just that tone” to make a custom rug for a client. Offering the ultimate in luxury, it is the signature product of Fabrica.
Quality without compromise assures that Chez will continue to be the premier carpet choice for fine interiors.
Chez is presented in a palette of 100 outstanding colorways. 
Custom colors are available and we can guide you through the selection and ordering process.

Click HERE for carpet care information from Fabrica.

picture of chris moline, leed ap, green flooring expert in northern virginia and the dc metro area

Below are the specifications for Fabrica’s most successful product line:

Chez (204CH) Product Specifications

CONSTRUCTION: Tufted Cut Pile Velvet
FIBER: 100% Advanced Generation Nylon 6,6
COLORATION: 100 Beck Dyed Solid Colorways
DYELOT CAPACITY: 800 square yards (668.8 square meters)
PRIMARY BACKING: Woven Polypropylene
SECONDARY BACKING: Custom-Bac™ Woven Polypropylene
TOTAL WEIGHT: 102.8 oz./sq. yd. (3.48 kg./sq. m.)
WIDTH: 12 feet (3.66 meters)
SOIL & STAIN PROTECTION: Advanced Soil & Stain Protection
STATIC CONTROL: Positive permanent static control via integral carbon filament. Integral conductive filament ensures static to be kept below normal human sensitivity for the useful life of the carpet (at 70°, 20% Relative Humidity).
FLAMMABILITY: Passed Methenamine Pill Test
WARRANTY: Fabrica 2-Year Limited Manufacturing Warranty
Fabrica 5-Year Limited Wear Warranty
Fabrica 7-Year Soil & Stain Resistance Warranty
Fabrica Lifetime Anti-Static WarrantyConsult Fabrica for details

Stainmaster Carpet Dealer Sales in Northern Virginia, DC, Maryland

Stainmaster carpet sales and installation in Northern Virginia/DC-metro area.
One of the things to consider when making a flooring decision is performance.
Style and color are top motivators, but what good is a floor if it doesn’t last?
I’ll tell you a personal experience involving my parents’ carpet that changed my perception (for the good) of Stainmaster carpet and its quality.

I started in the flooring business nearly fifteen years ago, and I was very price-focused. After a few years in the business, my mother came to me to replace the carpet in the living room of the home where I was raised. A Mohawk sales rep had just given me a sample board of a higher-end Stainmaster piece that I would not have normally presented.
But my mom saw the board in my office and said she wanted to see it.
Mom was right.
11 years later, and properly cleaned professionally, the carpet looks fantastic!
I learned my lesson about quality and investment. Within a few years after seeing that carpet perform, I have raised my sites and have many hundreds of satisfied clients who are also repeat buyers for other rooms or other homes… and the referrals are fantastic!

All the best,


about Chris Moline, LEED AP

Chris is our Residential Group Manager & a US Green Building Council LEED Accredited Professional

Nafco Permastone flooring in DC, Alexandria/Arlington VA, Maryland – A Consumer Reports “CR Best Buy”

Nafco’s “Permastone” luxury vinyl tile line is a Consumer Reports “CR Best Buy” and I’ve not had one complaint from a client in years on this quality product.

nafco flooring permastone consumer reports best buy - virginia, dc, maryland, alexandria, arlington

Bombay, above, is one of the following lines of Permastone:

    • Bombay  
      • Rose Rock Bombay - Rose Rock
      • Lunar Dusk Bombay - Lunar Dusk
      • Clouded Ebony Bombay - Clouded Ebony
      • Golden Rust Bombay - Golden Rust
  • Biscayne
    • Tanned Leather Biscayne - Tanned Leather
      • Raw Linen Biscayne - Raw Linen
    • Glaze 
      • Wheat Glaze - Wheat
      • Camel Glaze - Camel
  • Natural Slate
      • Sand Stone Natural Slate - Sand Stone
      • Prairie Stone Natural Slate - Prairie Stone
  • Tumbled Marble
      • Ivory Tumbled Marble - Ivory
      • Pewter Tumbled Marble - Pewter
      • Gray Stone Tumbled Marble - Gray Stone
  • GemStone
      • Jasper GemStone - Jasper
      • Pearl GemStone - Pearl
  • Washed Travertine
      • Cashew Washed Travertine - Cashew
    • Indian Slate Dune Indian Slate - Dune
      • Sunset Gold Indian Slate - Sunset Gold
        Verde Indian Slate - Verde
        Canyon Indian Slate - Canyon
      • Travertine
        Sundance Travertine - Sundance
        Cashmere Travertine - Cashmere
        Caramel Travertine - Caramel
        Weathered Beach Travertine - Weathered BeachLimestone
        Bark Limestone - Bark
        Magma Limestone - Magma
        Chestnut Limestone - Chestnut
        Biscotti Limestone - Biscotti

        Modern Slate
        Aspen Modern Slate -Aspen
        Charcoal Modern Slate - Charcoal
        Bisque Modern Slate - Bisquw

        Leather Firenze - Leather
        Olive Firenze - Olive
        Antique White Firenze - Antique White
        Sand Firenze - Sand

about Chris Moline, LEED AP

Chris is our Residential Group Manager & a US Green Building Council LEED Accredited Professional

Eco-friendly shop at home flooring/carpet/tile service in Maryland, NOVA, DC, Alexandria and Arlington

With LEED AP’s and a dedicated LEED GA on-staff, we are not your typical shop-at-home service. Of course we offer standard flooring products, but sustainability is a cornerstone of our business. Here are a few points:
– We are zero-landfill
   Everything in our waste stream is recycled or converted to energy.
– We have 4 LEED AP’s and 1 LEED GA of a staff of over 60.
   Chad Durbin, LEED GA, is our dedicated outside sustainable sales rep and he has the knowledge to guide you through the “greenwashed” landscape to the proper fit for your eco-friendly carpet, hardwood, laminate, tile or recycled rubber flooring project.
   Chris Moline, LEED AP, is our Residential Group Manager and has been responsible for launching the LEED-accreditation impetus company-wide. He has also dedicated a considerable percentage of our retail space to sustainable/green product offerings including Marmoleum, bamboo, reclaimed wood, undyed wools, oiled hardwoods, FSC-certified wood, cork flooring, sisal and coire rugs, and more.

Email for an appointment and we’ll narrow down the options and bring a selection to your home.

All the best,

about Chris Moline, LEED AP

Chris is our Residential Group Manager & a US Green Building Council LEED Accredited Professional

We can

DC Metro New Luxury Rental Property Will be Smoke-Free

And the non-smokers among us say, “Amen!”
Those of you familiar with LEED IAQ-related credits will appreciate this.
As a LEED AP (and non-smoker), seeing an investor take a step like this is refreshing. As a landlord, I can appreciate the opportunity costs associated with mandating a non-smoking environment.
But the upside is there as well. Read the following press release from JBG and comment.

The Alaire at Twinbrook Station, a new development by JBG Cos., will be a smoke-free community. The 279-unit luxury apartment complex is now two months into lease-up, and Anthony Greenberg, a vice-president at JBG, says he is pleased with the results so far.

The Alaire going smoke-free is what he called “a logical step” for the building, because health and sustainability are two focal points of the project.

The apartment complex is located near a transit station, has a large fitness center, and low VOC paints were used in the apartments, Greenberg says.

“We want to promote a healthy climate, inside and out,” Greenberg says. “We saw this as the next thing we could do,” he says, noting that the no-smoking provision is written into the lease.

Many apartment communities do not have no-smoking provisions, and he admitted that the restriction will turn away some prospective tenants. “It can be tough to say no to renters,” he says, but he believes that on balance, the restriction will ultimately attract more tenants than it will lose.
In June, 2008, the American Society of Heating, Refrigerating and Air-Conditioning Engineers, a national group representing all aspects of the building ventilation industry, issued a position paper that determined: “A total ban on indoor smoking is the only effective means of controlling the health risks associated with ETS [environmental tobacco smoke] exposure].”The Alaire is the first phase of Twinbrook Station, which will house 2.2 million square feet of mixed-use space, and will include 1,595 multifamily residential units. The Alaire, which will have its grand opening on May 15 and 16, includes 279 one-and two-bedroom rental apartments, as well as approximately 15,000 square feet of ground-floor retail. One-bedroom units start at $1,600 per month, with two bedroom units starting at $2,100.

picture of chris moline, leed ap, green flooring expert in northern virginia and the dc metro area

Ultra-Green, Proposed LEED-Platinum building planned for Arlington

Central Place Arlington LEED Platinum green roof building next to Turnberry Tower - will be the tallest, greenest building in DC area

Please comment below if you have information related to this project.