The new year marks a new beginning for Johnson Hardwood Floors. With the recent completion of the realignment of its distribution network, the company can focus more fully on its go-to-market strategy with a more robust distribution network.
“The new alignment will allow us to better service our existing customers,” Billy Ko, Johnson CEO, told Floor Covering News. “And by going direct in certain markets, that will help us improve our overall inventory management.”
Johnson Hardwood’s revamped distribution strategy—which began in earnest last fall following the mutual parting of ways with E.J. Welch and continued through to the end of 2023—entails the following moves:
The R.A. Siegel Company now represents Johnson Hardwood in the following territories: Alabama, Florida, Georgia, North Carolina, South Carolina and eastern portions of Tennessee. Clint Haselhorst, vice president of sales and marketing, R.A. Siegel, is already seeing the benefits of the partnership. “We have been very pleased with our recent launch of Johnson Hardwood products. We typically look for products that are different and unique as well as something that is not going to overlap with our current portfolio.”
Johnson’s on-trend product offerings, Haselhorst noted, are right in line with those of R.A. Siegel’s customers. “Many times consumers want to upgrade their floors but aren’t ready to change out traditional stained cabinets that feature warmer tones and need something to compliment that look,” he explained. “Johnson even offers some SPC products that coordinate with the same visual in engineered wood, which makes it perfect to use in a kitchen or bath. Dealers are searching for a way to upgrade consumers out of entry-level SPC and into something thicker with a stronger locking system.”
More importantly, Johnson has a history of standing behind their products—another positive for R.A. Siegel. “Having large amounts of inventory available quickly has been a real plus as a distributor,” Haselhorst noted. “We have been very pleased working with their team.”
Many of these sentiments are shared by other Johnson distributor partners like All Surfaces—the vaunted Midwest flooring wholesaler that is now part of the larger national INA consortium. Headquartered in Minneapolis, All Surfaces is the combination of market-leading distributors, including All Tile and Carpet Cushions & Supplies, Blakely Products Co., Cartwright Distributing, Tri-State Wholesale Flooring and Walcro. All totaled, All Surfaces operates 50 distribution locations across 16 states from Denver to Detroit.
“All Surfaces has enjoyed a long and prosperous relationship with Johnson Hardwood that started 20 years ago at our TriState Wholesale Flooring brand, based in Sioux Falls, S.D.,” said Keith Anderson, chief commercial officer. “We are proud to expand our partnership strategically within our footprint. The team at Johnson shares our passion for innovation, service and expertise, and we are grateful for the opportunity to represent them throughout the majority of our trading geography.”
All Surfaces will represent Johnson’s comprehensive range of products. “This integration closely aligns with our overall vision: to offer a comprehensive line of products across our footprint allowing for stronger inventory position, logistic advantages and, ultimately, a better service experience for our customers,” Anderson added.
The last pieces of the go-to-market puzzle for Johnson include the signing of Bishop Distributing, which was tapped this past fall to handle the supplier’s products in Indiana, Ohio, Michigan and Louisville, Ky. At the same time, Johnson has established direct-to-retail operations in Texas, Oklahoma, Arkansas, Louisiana, Mississippi and New Mexico. Additionally, Johnson will continue to maintain its direct presence in Kentucky—with the exception of Louisville and Henderson, alongside Western Tennessee.
To further enhance customer service levels, Johnson Hardwood announced the opening of a new, modernized office, showroom and distribution center in Houston. The new direct territories will be mainly serviced by the Houston branch, and Johnson will have backup inventories on the East and West coasts to pull from as needed, Ko added. The facility is scheduled to start operations by the end of March.
“Having Houston up and running will help us have a central distribution hub, streamline operations, serve as the primary warehouse and reduce lead times for our distributors,” Ko stated.
