Revolution Mills showcases its own brand of innovation
Revolution Mills, a five-year-old carpet factory with decades of leadership experience, aims to make a big leap in 2022, with Surfaces 2022 as the launch pad.
The company was founded by Charlie Kennedy, who was president of Gulistan Carpet for 35 years and director of development for Gulistan. Kennedy has assembled an impressive executive team with deep industry roots: Tom Pappas, National Sales Director; Chris Williams, director of operations; and Zach Kennedy, who leads sales.
Make no mistake, Revolution Mills is not a start-up; it is a tier 2 supplier to the National Floorcovering Alliance (NFA) and has the resources to offer dealers high quality polyester carpet (all solution dyed), carpet tile and LVT.
In an interview with FCNews, Zach Kennedy praised the virtues of the factory’s residential offerings, which he believes provide several competitive advantages. “The carpet is a step or two closer than what our competition usually makes and then our backing is unique – it’s what we call a woven fleece backing that uses a European latex with no filler.”
All Revolution Mills carpets are solution dyed and use high twist yarns and high density machines. The advantages over traditional backings, Kennedy said, are that theirs will hold a lot better, longer and with fewer wrinkles. “It will hide seams better because you get a nice clean cut on the back, and it obviously won’t damage baseboards or walls during installation.”
The unique differences between Revolution Mills and other companies don’t stop there. For example, the Revolution Mills carpet is made in Dubai, not Dalton. Despite the perceived logistical challenge, Kennedy said he was amazed at how competitive they were on pricing against the competition. “Everything we make is made on commercial measuring machines, so we get more out of our products that are made [in Dubai]. And of course they can give this European support that is unique to that side of the world, so those are really the two advantages we have over our competition.”
In terms of pricing, Revolution Mills is neither the cheapest in the market nor the most expensive. “Polyester is generally good value for money and we are right with the other mills who offer a nice selection at a good price,” explains Kennedy.
Pappas, the experienced factory director, said the most convincing thing about the carpet is the execution. As he explained: “You never have to worry about this product and the way it is built – both the gauge and the turning level. And of course you don’t have to worry about that either, because you are painted in the solution , with the cleanability. All in all, it’s an excellent product for the consumer at a good price, and that’s what it’s all about these days.”
Zach Kennedy said Revolution Mills, like his early days at Phenix Flooring, is on the rise, doubling its business every year with no intention of slowing down. “We are attracting more and more talented salespeople,” he said. “We think the sky is the limit.”
The fact that Revolution Mills is a family business is another advantage for retailers in terms of accessibility, according to Kennedy, the son of Charlie Kennedy. “If you have a problem, you can reach the decision makers very quickly and it is easy to do business with us. We can also offer dealers a strong stock position. From now on, 95% of our carpet and 100% of our LVT and carpet tiles are in stock.”
Revolution Mills maintains its inventory in Calhoun, Georgia, and plans to add more warehouse facilities later this year. “We’ll have inventory on the west coast from March/April, so that gives us a head start,” Pappas noted. “West coast retailers have always embraced people who have supplies. So we will definitely be able to compete with the others out there.”
Revolution Mills plans to showcase its products at the NFA Specialty Vendor Show, taking place the day before Surfaces on January 31 at Mandalay Bay in Las Vegas, as well as on the Surfaces show floor (booth #1359). As of now, the company does business with approximately 50% of NFA members.
As for the plant’s position in the crowded LVT market, the company can offer retailers a “heavy” inventory. “We can offer aggressive pricing thanks to low overhead so savings can be passed on to consumers,” Kennedy noted.