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CCA member-owners gather in Texas

Houston Carpet One Floor & Home, the largest floor coverings divisions of CCA Global Partners, held its winter convention in Houston last week.

The Carpet One convention was preceded by the winter convention for Flooring America and Flooring Canada, two more divisions of CCA Global Partners, also held here Jan. 7 to 9. Carpet One’s convention was held Jan. 10 to 12.

On Jan. 11, Carpet One Floor & Home announced a new series of ad campaigns featuring reality show carpenter Amy Wynn Pastor. Wynn Pastor formerly served as a carpenter on the TLC reality show Trading Spaces and has an upcoming home improvement program planned for the DIY Network, called "Make a Move."

“Amy Wynn Pastor has a lot of credibility with our target consumer,” explained Carpet One president Evan Hackel.

Prior to the show opening, attendees took part in numerous education sessions on current topics in the floor coverings industry. A learning session on “Exotic Hard Surfaces” included a look at cork, bamboo and other luxury hard surfaces, as well as the kinds of customers who demand such items. Other session topics included designing and executing a media strategy and how to ensure profitability in installed services.

Carpet One executives also announced two new programs at the group’s general session, held Jan. 11. The company said it will now offer a trademarked “Beautiful Guarantee” -- a warranty option for upper-level carpet and flooring products that includes reinstallation costs of a project if a consumer is dissatisfied. The program will be subsidized by the company’s corporate office, rather than by individual store owners, Hackel said.

Additionally, the company announced a planned “National Green Select Day” on April 19. Carpet One members will have the option of choosing an environmentally themed cleanup project in their hometowns, with branded cleanup materials provided by the company. The project is meant to involve community members in a “grass roots” green movement, while positioning the company’s brand as green, sustainable and community-oriented, said Carpet One chief operating officer Eric Demaree.

“If the green movement is going to be successful, then communities need to get out and be active,” Demaree said. “We want to do more to help promote ways we can all contribute.”

With 2006 sales of approximately $3.9 billion, Carpet One Floor & Home (and its Canadian subsidiary) is one of North America’s largest floor coverings companies. The company has more than 1,000 independently owned specialty stores, with additional locations in New Zealand and Australia.

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