NEWH - Summer 2022 - 70

COVER STORY
Forward Motion
Signature's evolution elevates the brand for its customers
By Alia Akkam
Photography by @sans.murs, Skyline Studio and Lockner Creative, and courtesy of Signature
H
ospitality has always been at the core of family-owned Signature
Flooring, evident from its launch in 1998 as Signature Hospitality
Carpets. Since then, Signature, which offers a robust custom
design-driven portfolio of broadloom carpet, carpet tiles, rugs, and LVT, has
maintained its " legacy of innovation, growth, and community, " says Bobby
Berrier, president and CEO. " As we moved through the years, the market
shifted. It's been an evolution for us to meet the needs of our clients as a
full-service provider. "
Berrier joined Signature in 2017 but, along with several of his fellow newto-the-company
colleagues in leadership roles, he has been entrenched
in the commercial flooring industry for years, exhibiting a distinct blend of
expertise and fresh insights. 2018 was a pivotal turning point for Signature.
Acknowledging that there was a disconnect between Signature Hospitality
Carpets and Signature Accord, the senior living arm, the brand embarked on
a voyage of rediscovery-and ultimately a rebranding. " Where was Signature
going, what was the future, " recalls marketing director Angie Law. " We
anticipated new products coming into play and we wanted to become a total
solution. We wanted to elevate the brand and give it a more modern look,
design, and feel. "
in Charleston, South Carolina) MGM, Wyndham, and Wynn, as well as
independent boutique properties including the Wylie Hotel in Atlanta. " We
have a breadth of capabilities, " Berrier says.
Coker notes that " our brand relationships are strategic and important to
us " but so is working directly with designers and streamlining the creative
process for them. In 2020, for instance, Signature unveiled Signature Spark,
a one-stop interactive design tool that lets designers customize Signature
patterns, create tackboards, and place orders.
This site is buoyed by access to a " talented internal team that can assist
with planning and estimation and project management, " says Berrier. " We
provide a concierge level of service when it comes to designers and engage
them early on to fulfill their product needs. " Recognizing how valuable a
designer's time is, Beth James, hospitality product design and development
manager, believes it is paramount to " give them an advantage to working with
Signature, to get them where they need to be as quickly as possible. We work
hard to make it easy for them. "
Loyal customer service coupled with pioneering tech advances is
certainly an attractive combination. Consider flexible ColorPoint Technology,
which encourages designers to use up to six hues while " advancing the
construction of the carpet with accurate and precise designs. We currently
have more ColorPoint capacity than our competition, " says Berrier.
Likewise, when Signature observed hotels' affinity for instilling
warm, residential vibes, " we were first to put
assets on the ground moving to hard surfaces, "
adds Berrier, noting the presence of the
company's LVT production facility in Chatsworth,
Georgia.
Signature's LVT products contain preconsumer
materials, waste generated from
trimmings that are added back in and exemplify
its sustainability mission. This is further
Hospitality and senior living projects remain the bulk of Signature Flooring's
business, but James Coker, vice president of strategic business development,
points out that " as our product offering has become more diverse, our sales
team has been pulled in different directions, working in areas like retail now.
We are being taken out of our comfort zone which is good. "
Signature's 24-year-deep hospitality roots are magnified by collaborations
with brands like Choice Hotels, G6 Hospitality, Hilton, Hyatt, Marriott
(Signature products are slated to appear in the forthcoming Moxy Hotel
showcased by BioCel cushions and laminates
" that promote long-term usage, " says Coker. Law
elaborates that " we are replacing petroleumbased
materials with renewable bio-based ones
coming from U.S soybean farmers, so it's farm-to-floor. "
Among Signature's newest product releases is a duo of custom broadloom
and carpet tile collections. Emerge melds botanical motifs with the intricate
details of butterfly wings, while Outbound draws from the shapes of storage
containers, plastic bags, glass bottles, and wire baskets. " They are two
very different but well-coordinated packages that will take you from the
guestrooms to the corridors to the public spaces, " explains James.
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