Increasingly, suppliers are experimenting with more controlled distribution models, reserving select product lines or collections for specific retail partners rather than making the lines widely available. While the approach usually applies to only part of a brand’s portfolio, executives said it can help protect product positioning, support dealer margins and strengthen relationships with key dealers.
Strategic Placement
Several flooring brands are already putting the strategy into practice. International Flooring Company (IFC), for example, introduced Canopy that is only available to a select group of retailers.
“Our Canopy brand is built entirely around limited distribution,” explained Julian Dossche, president of IFC. “The brand was born from a simple but deeply held belief that the success of independent retail depends on walking hand-in-hand with select partners to bring real value, genuine solutions and beauty to the experience of the flooring.”
The idea of limited distribution elevates and protects brands and dealers alike, particularly with premium products.
“Our company was founded on the recognition that independent retailers and their sales associates had lost confidence in the sales process, constantly looking over their shoulders, losing business to a nearby competitor or an online sale that raced to the bottom on price,” Dossche said. “Our industry brings beautiful and quality-minded products to market, and yet we’ve become too quick to erode both price and value in the process. We forgot the first rule: find meaningful solutions for your customers. Limited distribution restores that. It gives our retail partners the confidence to sell on value, not just price, and it allows us to mutually find meaningful solutions for the consumer.”
Exclusivity and limited distribution is a key factor for several brands. “For Anderson Tuftex, offering products and collections with limited or exclusive distribution is a deliberate strategy designed to create a more elevated, curated experience for retailers, consumers and designers alike,” said Bailey Walton, vice president of Anderson Tuftex. Anderson Tuftex’s Departures, Heirloom and Modern Artisan, “are available only through a thoughtfully chosen network of retail partners who align with the brand’s design-forward, service-driven philosophy,” she explained.
And for Shaw Floors, there is exclusivity in some lines for SFN dealers. For example, the “St. Jude collection was designed to create meaningful differentiation at retail, while also giving consumers an opportunity to make a purchase they can feel good about,” said Terri Harrington, vice president of Shaw Floors.
Karastan and Karastan Black Label have always had a limited distribution strategy, explained Jamie Kim, senior vice president, North America residential sales, Mohawk. The model ensures its dealers will have products other retailers don’t.
“Karastan has long been recognized as a leader in luxury flooring, and maintaining a level of exclusivity helps preserve the value of that brand,” he said. “It also enables us to protect the brand’s premium positioning while ensuring that the in-store experience matches the quality and design the Karastan name represents.”
By limiting distribution, vendors can ensure the dealers that carry these lines are presenting them as the brand intended. Stanton Carpet’s Kravet x Stanton collection and display system is available to only about 250 dealers nationwide, said Christine Zampaglione, vice president of marketing. “This curated approach ensures that the line is placed with partners who can best represent its luxury positioning, offer an elevated in-store presentation and support the premium nature of the 90-SKU collaboration.”
Exclusivity is important to preserve the line’s position in the market, the dealer’s business and even give consumers a feeling of satisfaction. “Exclusivity preserves the value of the Kravet x Stanton collaboration for retailers, consumers and the brands themselves” Zampaglione said. “Limiting distribution prevents price competition, reinforces the premium nature of the designs and ensures retailers can differentiate themselves in their market. For consumers, exclusivity enhances the sense of discovery and reinforces that this is a high-end, design-driven offering. For the brands, it allows the line to maintain its integrity and remain positioned as a true luxury partnership, not a widely available commodity.”
Mohawk’s Kim added, “Karastan’s limited distribution model is designed to ensure that the brand is represented in the marketplace in a way that reflects its heritage and premium positioning. We partner with select specialty retailers who are committed to merchandising, storytelling and service at a level that aligns with the Karastan experience.”
Indeed, Anderson Tuftex’s Walton stressed that proper merchandising is essential for these lines. “These collections are brought to life through intentional merchandising designed to feel as elevated as the products themselves. Large, full-blanket samples are displayed on either a statement feature wall or a counter-height module, creating a tactile, immersive shopping experience that invites customers to truly engage with the product.”
Exclusivity also helps burnish the luxury component of some lines. E by Emser is one such line. “We’re seeing growth in the luxury market, and we felt it was underserved at a national level with suppliers,” said Randall Sheehe, vice president, national accounts, at Emser Tile. “E by Emser delivers a luxury product assortment that caters to this growing consumer base. The made-to-order model reinforces that positioning. That is really an advantage for us. It allows the homeowner to say, ‘This is what I developed.’ It leaves them with something that they have their fingerprint on.”
Retail partners also can be limited in a brand. “Daltile has built an incredibly strong network of dealer partners over the past 79 years,” said Patrick Warren, vice president, dealer sales and showroom. “A key extension of that network is our Elite Statements Dealer Program, which delivers exclusive merchandising, tools and programs to a select group of dealers across North America. While the program is not strictly exclusive, we intentionally focus on a limited number of Statements partners within each market rather than saturating it and diluting the value of the program. Does it work? Absolutely. The success and longevity of the program over nearly 20 years speaks for itself.”
Retail Strength
Determining which retail partners can carry exclusive lines is typically a deliberate process, with suppliers considering factors such as showroom presentation, merchandising commitments and sales training. Suppliers said the goal is to ensure the products are showcased in an environment that supports the brand story. As a result, suppliers said they often have conversations with retailers about why certain collections are distributed more selectively.
“We look at several factors when selecting partners, including their commitment to the premium flooring category, their ability to properly merchandise the product and the overall experience they provide to consumers,” Kim said. “We also consider market coverage to ensure that retailers who invest in the brand have an opportunity to differentiate themselves locally.”
Stanton’s Zampaglione noted, “Placement is based on several strategic factors, including the retailer’s merchandising capabilities, their experience with luxury hand-loomed and custom rug programs, their commitment to the full display system, and their ability to present the collection in a premium environment.” Location too is a factor, she added. “Geography also plays an important role, as we intentionally avoid oversaturating specific markets to protect retailer success. The goal is always to position the collection where it can perform at the highest level while delivering the elevated consumer experience the collaboration deserves.”
Relationships also are part of the process. “We’re strategic with our approach,” said Carly Ghodsian, tile product design and curation manager for E by Emser. “We pride ourselves on having long-standing relationships with key dealers, and E by Emser allows us to expand these partnerships.” As well, “many partners are expanding their business to include kitchen and bath departments, are doing more large-scale projects and are expanding into the higher-end side of the market, which makes E by Emser a great fit for progressive growth,” Ghodsian said.
Suppliers said they often have conversations with retailers about why certain collections are distributed more selectively. Vendors say transparency is key when explaining how the programs work and what retailers can do to participate.
“We do receive pushbacks, and honestly, we learn from it,” Dossche said. “What we love about independent retail is how connected these businesses are to their specific markets and communities. They know what resonates; they know the heartbeat of the people around them. Our goal isn’t to replace what’s already working for them, it’s to be an additional catalyst, another tool that helps our retail partners thrive in their marketplace.”
Suppliers, of course, are grateful for the interest in exclusive lines but frequently have to explain to dealers why not all products are available. “We explain that the Kravet x Stanton collection is intentionally limited to a small number of retailers nationwide in order to preserve its value and ensure strong performance for those who carry it,” Zampaglione said. “We always express gratitude for their interest, emphasize that this decision protects the integrity of the program, and reaffirm our commitment to supporting their business through the many other Stanton programs and collections available to them.”
Noted Sheehe, “While we obviously want to open up new customers, we’re strategic with our approach — it’s about alignment and readiness. The focus is on ensuring the brand is placed where it can fully deliver on its promise, for the dealer and the luxury end consumer.”
Indeed, dealers’ requests are a testament to the strategy, noted Kim. “We always appreciate the interest in carrying Karastan products, and those conversations are handled with a lot of respect for the retailer. In many cases, it simply comes down to market coverage or maintaining the integrity of the distribution model in a given area. We try to be transparent about the goals of the program and focus on other opportunities within our broader portfolio where we can still build a strong partnership.”
In the end, suppliers say it’s not about more doors — it’s about the right ones. “Not every channel is the right fit for us, and not every retailer meets our criteria, and that’s okay,” Dossche said.
“We believe flooring is the foundation of everything in design, and that today’s consumer is looking for a true partner on their design journey, not just a product. That belief shapes every decision we make about who we work with and how we work with them.”
– Julian Dossche, IFC
“By taking this approach, Anderson Tuftex ensures its products are showcased in environments that truly reflect their premium craftsmanship, sustainability story and luxury positioning so that the experience feels as intentional as the design itself.”
– Bailey Walton, Anderson Tuftex
“Statements Partners make the commitment to Daltile and we return that investment with program elements designed to drive traffic and sales into their retail showrooms.”
– Patrick Warren, Dal-Tile
“Limited distribution allows retailers to offer something distinctive in their market — products their customers can’t simply find everywhere.”
– Jamie Kim, Karastan
“By keeping distribution tight, we protect margin, avoid market saturation and create a more meaningful selling opportunity for participating retailers.”
– Christine Zampaglione, Stanton Carpet
Karastan’s Black Label follows the brand’s limited distribution model.
The Kravet x Stanton display system is available to some 250 dealers nationwide.
Daltile Statements, seen here at The Design House’s showroom, represents the top of the category.
A handful of Anderson Tuftex collections, such as Modern Artisan, are available to a select network of retailers.
The distribution strategy behind IFC’s Canopy line was built on bringing real value to customers.
