For decades, Karndean Designflooring has centered its operations exclusively on luxury vinyl tile (LVT). Unlike many competitors that spread resources across wood, tile, and laminate, the company has maintained a sharp focus on LVT, directing its product development, marketing, and retailer collaborations toward this specialization. This dedication extends beyond manufacturing into every facet of the business, ensuring a cohesive approach to the market.
The strategy delivers tangible benefits to retailers. By limiting its product line to LVT, Karndean has cultivated deep expertise in the material’s properties, sourcing, and customer preferences. This specialization allows retailers to provide shoppers with precise, informed advice without handling questions about compatibility or installation across multiple flooring types.
Jenne Ross, the company’s director of product, describes the advantage as one of trust. “Our decades-long focus on luxury vinyl gives us highly specialized expertise that makes a real difference in the product quality, as well as a deeper understanding of what our retailers need. The ability to share that specialized expertise with retailers allows them to be more confident in conversations with customers and—when the time comes—in selling a Karndean floor.”
This streamlined approach simplifies interactions between suppliers and retailers. Instead of coordinating with separate representatives for different flooring categories, partners work with a single Karndean contact who understands LVT’s technical and aesthetic nuances. For showroom staff, this means fewer logistical hurdles and more time addressing customer concerns. For buyers, it results in a more efficient purchasing process with fewer uncertainties.
Original designs set Karndean apart
Karndean’s design philosophy further strengthens its market position. The company does not license existing wood or stone patterns but instead develops original visuals inspired by natural materials. The product team collects global wood and stone samples, translating their textures and tones into proprietary print films. Dave Capalbo, vice president of retail sales, emphasizes this distinction: “Every wood and stone design is a Karndean original.” This commitment to originality reinforces the brand’s premium positioning while giving retailers unique products to differentiate their offerings.
The design focus also serves a practical purpose for retailers. “It also reinforces the idea that Karndean retailers are specialists who can provide a first-class customer experience. Ultimately, retailers can have confidence that their customers are going to love their Karndean floor, which starts with the exceptional product design that has always set our flooring apart.”
This alignment between product excellence and retailer reputation has resonated particularly with independent flooring businesses. Yates Flooring and Design in Lubbock, Texas, devotes a significant portion of its showroom to Karndean’s LVT collections. CEO Ryan Rogers calls the company’s specialization “distinctive” in the industry. “They continue to find ways to set themselves apart.”
Trust and family values drive partnerships
Beyond product quality, the relationship between Karndean and its retailers is built on personal connections. Rogers credits the company’s team, both local representatives and upper management, for supporting a partnership rooted in mutual trust. “What has made Karndean truly special to Yates Flooring are the people,” he states. “Their local team and upper management have become good friends and people I trust. Those relationships have helped us build a long-term partnership that has been great for our company and our customers.”
The company’s family-owned structure reinforces this collaborative approach. Many of Karndean’s independent retailer partners are also family-run businesses, and the supplier emphasizes shared values. “We’re a family business, just as so many of our retailers are,” Ross explains. “We’re always mindful that people have an emotional connection to their homes, and we take exceptional pride in crafting beautiful flooring that becomes part of their everyday lives.”
Karndean measures partnership success through tangible support for retailers. Unlike generic industry claims, the company ties its growth directly to retailer performance, investing in showroom displays, product launches, training programs, and marketing initiatives. “The word ‘partnership’ can be overused, but for Karndean it’s the focal point of our retail strategy,” Capalbo says. “We measure our success by the success of our independent flooring retailers. That means investing in showroom displays, product launches, training, field sales support and marketing resources to help them grow their business.” This commitment extends to hands-on assistance, with regional sales teams and support staff actively engaging with retailers to address market challenges and growth opportunities.
Retailers benefit from hands-on support
For Lottie Maloy, owner of Phillips Flooring America in Longview, Texas, this approach has been decisive in a competitive market. “Karndean’s singular focus on luxury vinyl has made them much more than a vendor to us; it has helped us build a trusted, long-term partnership,” she says. “Their specialized product expertise, original design, thoughtful showroom merchandising and ongoing training give our team the knowledge and confidence to offer customers something distinctive in an increasingly competitive market.”
Karndean’s merchandising efforts enhance retailer capabilities. The company provides ready-to-install sample boards, lighting kits, and layout guides designed to replicate real-room settings, directly influencing shopper decisions. Presenters visit dealer locations to demonstrate product features live, while training sessions cover technical aspects like wear-layer technology, water resistance, and installation methods. These initiatives ensure that retail staff can confidently address customer inquiries.
Direct access to Karndean’s team ensures retailers receive immediate assistance when needed. A dedicated phone line connects dealers to support staff at any hour. Regional sales teams conduct regular store visits to gather insights on local market trends and inventory challenges, using this feedback to shape future product releases and promotional strategies. The company’s family-owned status also supports personal interactions between owners and dealer managers, deepening the sense of partnership beyond standard vendor relationships.
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