Infinity Fabrics is making a name for itself in the boating industry. The first words you see upon visiting their website may as well be a mantra: transform your floors. As company president Steve Couch states, “Everything we do, we try to be as perfect as possible.”
Since starting in 2007 in Dalton, Ga., they’ve been working to make their floors not only a valuable addition to the marine flooring industry, but an indispensable one as well. More than that, they want their flooring to be such an integral part of your boating experience that you’ll wonder how you ever lived without it. It used to be that no one talked about the carpet in the bottom of the boats; it was a thing that was simply taken for granted, because of how stock-standard it was. And why would you notice it, unless there were specific problems with it?
“If you and I are buying a new car, the last thing we’re thinking of is the carpet,” continues Couch. “No one’s even talking about it. We’re talking about the newest body style, the newest leather interior, the steering wheel and all the options, how big the motor is, and the carpet just doesn’t even come into play. And boating’s been the same way, forever.”
It makes sense, once you stop to think about it, which you have to do, because why would you think about your carpet? Infinity Fabrics is looking to change all that. But before we get to how they’re doing that, as well as their plans for the future—they’ve got some big things planned—let’s look at what their flooring is all about.
The Next Big Thing
Luxury Woven Vinyl (LWV) is what they’re calling it. Available in 17 different collections, 160 colors, and two backing thicknesses, there’s no lack of variety. The reason it’s so special is, well, there are a few, actually. First and foremost, the LWV doesn’t stain, mold, mildew or rot. In fact, it barely even gets wet; that is, it doesn’t retain water. It’s been specifically designed to dry quickly and will actually float if you throw a piece of it into the water. On the other end of the elemental spectrum, if it ever catches fire, it will try to self-extinguish, especially once direct flame has been removed (so don’t get rid of your fire extinguisher just yet). Finally, the LWV is 100 percent recyclable, something they’re very proud of. In fact, both the face material and the backing are made of the vinyl; competing companies tend to use urethane backing applications, which according to Couch is unsuited to the task.
“Any OEM who’s bought that for more than one season has quickly
discontinued it because a urethane backing is not made for outdoor use or in the weather,” explains Couch. “It cracks, it fades, it molds, it mildews, and it just comes apart.”
Speaking of materials not being up to snuff, Couch mentions another one you may have heard of, but that you don’t see on boats anymore.
“A lot of boats started out with leather upholstery because that was what was big,” says the company president. “So everybody had leather upholstery and of course it cracked and faded and tore up, and so then ultimately vinyl came out and took over, and leather disappeared.”
It’s only logical that leather (in boating applications, at least) would go the way of the dodo, so it’s fitting that the same thing should happen to carpet flooring. With the abuse these materials take on a day-to-day basis, why wouldn’t you want to have something as durable as possible? With the sun beating down on it all day, constantly getting wet, animals (invited or otherwise) doing their business, and simple everyday use, your boat, and the flooring in particular, takes quite a licking. Luxury Woven Vinyl just makes the most sense, given its versatility, and above all else, durability.
Value Proposition
All of these advantages come with a price, however. LWV costs roughly three times as much as traditional carpet. But Couch says the price is worth it for the quality of what you’re getting.
“I like to sell things that don’t give people headaches,” states Couch. “They simplify your life. And this floor covering shows no footprints, stays cool underfoot and removes virtually every stain. So whether it’s a red wine spill, or a bird, or mold, or mildew, none of that stuff affects our product. It just stays clean; you simply hose it off.”
“Carpet is going to continually be replaced, so if you look at three times the cost, but with our 10-year warranty, which is unheard of, even to our competitors, you’re going to pay yourself back ultimately very quickly on that investment that you make,” adds Warren McCrickard, the marketing
and communications director for Infinity Fabrics. “And we’re seeing that in the aftermarket. It’s not something that’s a hard sell. We’re seeing that at boat shows throughout the country. When people see our product, they understand its value. It is not so high luxury that not everyone can have it.”
Winds Of Change
The industry is changing according to Couch. People are noticing that carpet doesn’t cut it anymore and are moving away from it. Boat dealers are seeing they have a hard time moving boats with carpeted bottoms, while the ones with Luxury Woven Vinyl flooring are selling like the proverbial hotcakes. Not only that, even aftermarket boat sellers are boasting about the flooring in their classified ads. “That’s what’s amazing, it’s actually selling boats,” says McCrickard. “I’ve never seen that before.”
Ultimately, Couch’s vision is that people will see Infinity Fabrics as the only game in town. He wants their name to be as recognizable in the boating world as Vera Wang, Gucci and Versace are in the fashion world.
“I want to bring a brand image into the industry. Pontoons have a distinctive kind of a look, but there’s nothing out there [in flooring] that’s really a high-end designer brand across the board. It’s time to do it. We’re excited; we’re going to be the first ones to do it.”
On The Horizon
Not content to rest on their laurels, Infinity Fabrics has big plans for the end of the year: a new line of Bimini tops made of the same woven vinyl as their flooring, followed by a vinyl upholstery line that Couch says will be one of the largest ever launched in the U.S. All of their products will color coordinate with each other to get exactly the look you want on your next pontoon boat.
“I mean, we’re going for it, you know?” says Couch. “I don’t know that anyone is going to have the great color and texture direction that we’re going to show them.”
It all comes down to convenience and peace of mind. As humans, we put premiums on the things that make our lives easier. That’s a philosophy that Couch has taken to heart with Infinity Fabrics.
“Our flooring was designed because it’s prettier, it feels better underfoot, and it takes a lot of stress out of your life,” states Couch. “If we can get that same thing into the upholstery world, now we’ve done what I ultimately want to do. Let’s improve the whole industry for the things that we’re doing, that’s all we’re trying to do. Make everything a little better.”
