06/06/2018 - MSI to Introduce An Innovative Consumer-Focused Merchandising Strategy at Coverings


For the first time at any event, visitors will find the latest MSI collections arranged by trend Stories.

April 20, 2018 -- MSI, North America’s Leading Supplier of Premium Surfacing Products, will introduce an innovative trend-focused merchandising approach at Coverings on May 8-11, 2018 at the Georgia World Congress Center in Atlanta. To capitalize on the way consumers shop for flooring, countertops, and hardscapes, MSI will arrange booths #3880 and #4080 by the Top 5 Trends of 2018. For the first time at any hardscapes, MSI will arrange booths #3880 and #4080 by the Top 5 Trends of 2018. For the first time at any event, visitors will find the latest MSI collections arranged by trend stories: Force of Nature, Pattern Palooza, Tricked Out Tile, Striking Movement, and Off the Wall Dimension.

From Italian marble in kitchens and baths to travertine pavers on the terrace, MSI’s Force of Nature trend brings the company’s passion for natural stone into focus. In Pattern Palooza, encaustic-inspired Kenzzi and Bianco Dolomite Geometrica Polished are favorites bringing the booth to life. Homeowners have put woodlook tile, marble-lookalikes, and other style twins on the map for the Tricked Out Tile trend. Three-dimensional collections like Dekora Porcelain and Adella Porcelain lead the way in the Off The Wall tile trend. MSI Surfaces like bookmatched STILE and Q Premium Natural Quartz from Striking Movement will round out the top trending stories at Coverings.

Between a full-sized outdoor display equipped with Arterra Porcelain Pavers and an entire wall devoted to the most-sought-after patterns on the market, each trend section features MSI hero products punctuated by graphic elements and a storyline. The creative force behind the new layout is Director of Trend and Design, Emily Holle. “By switching up our booth layout to represent high-demand trends, it’s our opportunity to be at the forefront of design, and tell a compelling story about the looks that drive our industry. We hope that showcasing popular lines like Stile and Kenzzi in this fresh way creates more buzz and draws visitors like never before,” said Ms. Holle.

A substantial shift from displaying products by material, the booth redesign reflects consumer behavior. Social media has effectively changed the way homeowners interact with trends, and MSI’s new booth design supports how they shop for surfaces. It also cuts through the plethora of products at the show and gives MSI trade partners compelling market insights. “The more flooring retailers know about surface trends, and where our collections fall within these trends, the better equipped they are to use this information strategically in their showrooms,” said Manny Llerena, Director Sales & Marketing. “Everything starts with the formulation of trends. Consumers go to sites like Houzz and Pinterest, and when its time to develop ideas for their own homes, they look to the trends that inspire them. If our retail customers adopt our new merchandising blueprint, it puts them at a competitive advantage," Mr. Llerena continued.

In addition to presenting their new merchandising approach, the team will launch its Augmented Reality tool at the venue. The web based mobile phone app is designed to give users— wherever they may be— the ability to visualize on their own floor over 400 flooring products with a simple click of the button from MSI’s website.

Founded in 1975, MSI is the leading supplier of premium surfaces in the U.S. - including flooring, countertops,decorative mosaics and wall tile, and hardscaping products. The company offers an extensive selection of granite, marble, porcelain, ceramic, quartz, glass, quartzite, among others. Headquartered in Orange, California,

MSI has distribution centers across the United States and Canada and maintains over 125 million square feet of inventory, imported from over 36 countries on six continents. For more information on MSI, visit www.msisurfaces.com.