Member Spotlight

Steve Caldow is Director of Product Development for Shnier, Gesco L.P., Canada’s largest flooring distributor. He has an International MBA from the Schulich School of Business, a Graduate Diploma in German and European Studies from York University, and a BA in International Relations from the University of British Columbia. Steve recently joined Color Marketing Group as a Company Member, and he and four other colleagues are now part of the CMG color tribe. We asked Steve to tell us about his role with Shnier, and how his work and projects relate to color.

Tell us about Shnier.
Shnier is Canada’s largest flooring distributor, but we approach the market as a “virtual manufacturer”. We have invested significantly in developing our private label brands, and treat them much the same as a traditional integrated flooring company, who own production facilities and market the flooring they produce under their own brand.

Why did you join Color Marketing Group and how does CMG’s color information empower your work?
Flooring is a fashion industry. Consequently, decisions about color are crucial to the success of our products. We joined CMG to ensure we are aware of trends before they happen, and can proactively combine that information with the latest technical developments. As members of CMG we can be aware of new color trends while they are developing, as opposed to simply reacting after they’ve become established.

“We joined CMG to ensure we are aware of trends before they happen, and can proactively combine that information with the latest technical developments. As members of CMG we can be aware of new color trends while they are developing, as opposed to simply reacting after they’ve become established.”

How do you use CMG’s Forecasts?
I review CMG’s Forecasts with our product managers, so we can be sure to integrate the current color trends into our product development process. The Forecasts also helps our Division9 commercial specifiers to work more closely with the architect and design community, and ensure we’re meeting their needs.

Share with us a color design project that you worked on or are working on where the right color made all the difference.
A client, who had been using a classic stained cork floor, was inspired to make a change in the look of their newest location. It was important they continue the use of cork to maintain the same look and feel of as their existing spaces. By changing the colour of the floor from Spice to Sliced Marble, they gave the space with its own updated look and feel while staying true to the brand’s aesthetic. The lighter neutral tones in the Slice Marble created a modern visual while preserving the natural beauty of the cork.

Share any fun fact or fun color story from your private or professional life.
When my daughter was three and we were expecting her little brother, we wanted to change her room to make her feel special. I showed her a bunch of paint chips and asked her what color she wanted. “Pink and purple!” was the very clear answer. Now that she’s ten, that’s no longer cool and I’m under pressure to switch it to turquoise, because she can’t decide between blue and green.