From the CEO’s Desk
By Drew Hash
Carpet helped launch Southwind 30 years ago, and it remains one of the strongest categories in flooring today. While styles have evolved and innovations continue to shape what’s possible, the reason people choose carpet hasn’t changed: they want comfort, warmth, and a space that feels like home.
We continue to lead with timeless, dependable styles because we understand what sells, and what stays. From soft neutrals to versatile tones, our collections are designed to move with customer demand and match the spaces people actually live in. You won’t find fleeting fads here, just smart, proven options you can confidently stock and sell.
We’re excited to share that 15 new carpet styles are launching in 2025, including Northstar, Polaris, and more. Ask your Southwind representative for the full lineup, or explore them at SouthwindFloors.com.
Here’s to selling what still makes houses feel like homes.
A Bittersweet Farewell to Mike Kiefer
After decades of dedicated service, we’re celebrating the retirement of Mike Kiefer, our Territory Manager in Milwaukee, and a true Southwind legend.
Our CEO, Drew and Mike shared a farewell dinner last night with Mike’s wife, Peggy, reflecting on his career and contributions to the Southwind story. Mike was instrumental in helping us evolve from a carpet-only company to a full floorcovering provider. His leadership in bringing hard surface to the Midwest set a foundation for success in the region.
Mike’s known not just for his talent, but for his kindness, loyalty, and heart. We’ll miss him dearly and wish him the very best in this new chapter.
Please join us in thanking Mike for his extraordinary impact.
Beige: It’s Not Basic – It’s Brilliant
Beige still dominates when it comes to carpet. According to a recent study, beige is used in 55% of carpeted bedrooms, making it the most popular carpet color by a wide margin.
Why? Because beige works.
But not just any beige.
Whether your customer is designing a cozy family room, a serene bedroom retreat, or a fresh, modern office space, you’ll find the right color match in Southwind’s carpet collections. Helping your clients find their perfect shade is just one more way Southwind supports you in closing the sale—and delivering beautiful results every time.
Here’s why having a wide range of tones, textures, and twists really matters:
Color confidence builds buying confidence. Customers feel better about their purchase when they know they have the exact tone to match their vision.
Layered neutrals are the new design essential. Our range supports subtle shifts in lighting, wall color, and accents.
Texture and twist tell the story. The right surface feel adds depth and dimension—enhancing both comfort and aesthetics.
When’s the last time a customer asked you to coordinate carpet to a curtain or coffee mug? We want to hear your best “color-match story.” Send it (with pics or video if possible!) to marketing@southwindfloors.com and we’ll feature our favorites on social media.
Because when you’ve got a color for every room and reason, closing the sale is just a matter of showing them the right one.
Look for this ad in the May 19 issue of Floor Covering Weekly
Memorial Day Office Closure
In honor of those who gave their lives in service to our country, Southwind Floors will be closed on Monday, May 26 in observance of Memorial Day.
We pause to remember, reflect, and give thanks for their sacrifice and the freedoms they fought to protect.
Dealer Edge:
Selling Comfort in a Hard-Surface World
Start by understanding your customer’s lifestyle and needs.
Ask a few simple, open-ended questions before diving into product features:
How long have they lived in the home, and are they doing a full remodel, or a flooring refresh?
Where will the carpet be installed? (Bedroom, stairs, basement, etc.)
Who uses the space most? (Kids, pets, elderly family members?)
What’s most important—comfort, durability, or appearance?
Do they have allergies or specific maintenance concerns?
Lead with the experience, not the specs.
Focus on how the carpet feels, looks, and transforms a space before getting too technical. Shoppers can become overwhelmed by details early on, so build an emotional connection first.
Show how carpet works with other flooring types. Help customers envision how Southwind carpet can complement hard surface flooring elsewhere in the home.
Reinforce confidence with Southwind’s certifications, such as FloorScore® and others, as well as our winning warranties. These build trust and demonstrate product quality and brand integrity.
Industry Spotlight: Roomvo Integration
Southwind’s partnership with Roomvo helps customers see flooring in their own space before they ever set foot in your store.
This isn’t just a nice feature—it’s a closing tool.
More engagement
Faster decision-making
Fewer returns
Roomvo is already integrated into SouthwindFloors.com. If you’re not using it as part of your in-store or Shop-At-Home strategy, we’d love to help you get started.
Explore the benefits at www.get.roomvo.com
Where We’re Headed
Next Stop: Alliance Flooring Convention
We’ll be at the Grand Hyatt Deer Valley in Park City, June 16–20!
Stop by our booth to see our new product launches and dealer-first programs built to grow your business. Don’t miss out, register now!
Thank You, Dealers
Drew and Kim had a fantastic time connecting with so many friends and partners at Coverings 2025—thanks to everyone who stopped by to say hello! Your support and partnership drive everything we do.
Let’s keep the momentum going!
The Final Word
Thanks for taking time to read the May issue of The Southwind Social. We hope it delivered something useful, thought-provoking, or just plain helpful.
This newsletter is for you—and we want it to keep getting better. If you have ideas, questions, or feedback, we’d love to hear them.
Simply reply to this email or send your thoughts to marketing@southwindfloors.com.
Thanks for being part of the Southwind family. We’re proud to support your success, and we’re here every step of the way.
Until next time—
Happy Selling,
The Southwind Team