Asia Flooring Talks -Unlock Insights into Asia's Carpet and Flooring Markets

Date and time: May 28, 13:15-16:30

Hall: 7.1A10 International Buyer Lounge

Unlock Insights into Asia's Carpet and Flooring Markets 

Half-Day Workshop

Join us for a dynamic half-day workshop exploring the latest statistics, trends, and consumer preferences in some of Asia's largest flooring markets. Through a mix of presentations and panel discussions, international industry experts, leading flooring companies, associations, journalists, and designers will share their perspectives on different markets across Asia as well as trends in design and product development in the region.

In an industry that is constantly evolving, staying informed about international trends and keeping an open mind is key for brands. The insights you gain at this event can directly inspire your innovative product development, influence strategic decisions, and strengthen your competitive edge.

13:00-13:05

Opening remarks from the organizers

Edwin Tan

CEO of GLOBUS Events

13:05 – 13:45 

Panel Discussion: The Role of Carpets in Creating HealthyIndoor Environments

Aida Cuko (MODERATOR) -International Business Director, DOMOTEX asia/CHINAFLOOR

Zach C. Monroe - Vice President of Global Sales and Engineering, Card-Monroe Corp.

Thomas Young -Vice General Manager, Haima Group

Thomas Young, the Vice General Manager of Haima Group, has been deeply engaged in the foreign trade sector for over two decades. With his profound professional competence and extensive experience, he has played a pivotal role in helping the group expand its global market presence, establishing himself as a seasoned expert in the industry.

Emile Devos -Area Sales Manager APAC + LATAM, Associated Weavers Europe

I am a international sales professional with over six years of experience across multiple regions. Currently working as an Area Sales Manager for LATAM and APAC. I focus on building strong partnerships and expanding market presence, supporting both local initiatives in China and international customers.

Enes Karadayı -Coordinator, Decor Magazine

Enes Karadayı is a publishing professional with over 15 years of experience at Decor Magazine, where he has held various roles and developed strong expertise in the carpet and flooring industry. As Coordinator, he leads the magazine's content strategy and oversees the production of special issues prepared for major international carpet and flooring exhibitions. Representing Türkiye — the world's leading producer of machine-made carpets — through Decor Magazine, Karadayı has played an active role in prominent global fairs, particularly Domotex, contributing to the international promotion of the carpet industry through targeted and industry-focused publications. In this context, Decor Magazine stands out as one of the most widely distributed sectoral publications across international trade fairs.

13:55 – 14:20

Presentation: Australia and New Zealand Flooring Markets: Trends, Trade and Opportunities in Oceania

Phil Buckley, CEO of Australasian Timber Flooring Association (ATFA) 

This session will cover: 

• Brief overview of the Australian and New Zealand markets

• Approximate value of the main flooring sectors

• Trends in product types and the reasons why changes are coming

• Insight into what makes a successful important partnership in our region.

Bio: Phil Buckley is Chief Executive Officer of the Australasian Timber Flooring Association (ATFA), the peak industry body representing the timber and hard flooring sector across Australia and New Zealand. Appointed CEO in August 2025, Phil has over 25 years' experience across installation, project management, technical inspections and industry training.

Having conducted more than 500 flooring inspections across Australia and New Zealand, Phil has deep insight into product performance, installation practices and market trends. Through ATFA, he works closely with manufacturers, suppliers and regulators to support technical standards, training and market development. His current focus includes the evolving role of engineered hardwood products and the growing trade connections between Australasian flooring markets and Asia.

14:30-15:15

Panel discussion: Asia at the Forefront of Hard Flooring Production Innovation

Mallory Cruise-McGrath (MODERATOR) -Senior Managing Editor, Floor Covering weekly, USA

Mallory Cruise-McGrath serves as senior managing editor of Floor Covering Weekly (FCW), the flooring industry's No 1. resource for business news and information. Celebrating 14 years with FCW this year, Mallory began her career as editorial intern while finishing her graduate degree from the City University of New York Graduate Center. In 2012, she was named assistant editor and was responsible for covering the magazine’s hardwood section. From there, she became associate editor then assistant managing editor, managing editor and then her current role as senior managing editor.

 

"What I love most about the flooring industry is how relationship-driven it is. Some of my closest friendships are with industry colleagues. I also love being able to witness first-hand the amazing innovation being introduced around the world that is constantly reshaping how we think about product performance and design. Floor covering is definitely an industry that keeps you on your toes – there's always something going on!"

 

Along with traveling, writing and managing the production of FCW, Mallory is also a proud events committee member for WIFI (Women in the Floorcovering Industry), a 501c3 non-profit that attracts, engages, educates and empowers women in flooring. 

 

When she isn't on the road, Mallory is an avid Lego builder (they're not just for kids!) and loves all things true crime. She is also devoted to the New York Rangers and when they aren't breaking her heart, she loves to go to Madison Square Garden in New York City to watch them play live.

David Shi -General Manager of International Business Center, Power Dekor

David works as GM of the International Business at Power Dekor, Chinese largest flooring manufacturer. He has over 20 years experience in the flooring business, in both China domestic market and overseas markets. In the past, he also worked at some of the most reknowed international flooring companies such as Armstrong and Shaw, in charge of sales and marketing.

Laetitia Kimblad -Director BU Flooring Technology, Välinge Innovation AB

Laetitia Kimblad is Director of the Business Unit Flooring Technology at Välinge Innovation, a Swedish R&D company behind the renowned 5G® Fold Down locking technology used in flooring worldwide.

She holds a Master of Science (MSc) in Materials Science (Chemical Engineering / Chemistry) and has built her career at the intersection of materials engineering, product innovation and customer-focused technology development. She has deep expertise in product and business development and combines technical understanding with a strong market perspective and a proven ability to turn new technologies into successful products.

At Välinge, she is responsible for driving and coordinating the development and commercialisation of next-generation flooring technologies. This includes advancing the company's portfolio of high-performing locking systems as well as the strategic development of core innovations such as Liteback®, Woodura® and Wood Powder Laminate – technologies that enable more durable and resource-efficient flooring. Under her leadership, the company has introduced installation technologies delivering features such as enhanced watertightness, increased robustness and simplified installation of flooring patterns ranging from straight-set layouts to chevron.

Passionate about innovation and creating lasting customer value, Laetitia works closely with partners across the global flooring industry to advance flooring solutions and help drive the development of more sustainable flooring.

Farnam Sharifi -Founder & CEO, International Flooring Labs

Farnam Sharifi is the Founder and CEO of International Flooring Labs (IFL), headquartered in Dalian, China. He holds a Civil and Structural Engineering degree from University of London and began his career in high rise and highway construction.

In 2002, together with his partners, he embarked on his entrepreneurial journey, by starting to import solid, engineered wood and bamboo flooring from China to Europe. As the business expanded, Farnam and his partners recognized that integrating trade expertise with rigorous quality control was not only necessary but also a key competitive advantage.

Today, IFL offers comprehensive flooring-focused quality control solutions ranging from pre-shipment inspections to detailed material testing and a variety of factory audits. Both the onsite inspection and laboratory testing divisions are ISO certified, guaranteeing adherence to strict international standards.

Leveraging his deep knowledge of the flooring industry and Asian markets, Farnam has positioned IFL as a specialised partner for reliable quality assurance and risk mitigation across China and Southeast Asia.

15:20 – 16:05

Panel discussion: From Tradition to Innovation: The Evolution of the Interior Design Trends in Asia

Aida Cuko (MODERATOR) -International Business Director, DOMOTEX asia/CHINAFLOOR

Iko In -Asian Media Professional, iN Design Lab

Iko In is a 25-year interior & furnishing expert, the founder of In Design Lab & In Publishers Design Media, an international design judge and curator, as well as Malaysia's influential design figure. Also, he specializes in high-end furnishing & hotel project solutions.

Sumisha Gilotra -Editor, Architects & Interior India

Editor of Architect and Interiors India, one of India's premier design publications, Sumisha Gilotra is a compelling storyteller, strategic thinker, and passionate design enthusiast. She has been speaking at several international forums and is a thought leader on the Green Blueprint of India. With a keen eye for design excellence, Sumisha spearheads several initiatives that unite the industry and celebrate innovative design. Her engaging talk series, Candid Conversations, brings architects and designers together for meaningful discussions. Additionally, she helms the Igen Design Forum and Hot 100, platforms that showcase India's diverse design talent. She also spearheads India's largest design recognition platform, the Aces of Space Design Awards.

For Sumisha, design is more than aesthetics; it's about enhancing the user's quality of life. "Design should speak to them, inspire them, and improve their well-being," she believes. As a digital media enthusiast, Sumisha leverages platforms to share her design expertise, connect with industry professionals, and promote innovative design, cementing her position as a thought leader in India's design landscape.

An adventure-seeker at heart, she enjoys trekking and traveling when not shaping the design narrative.

Bea -Asia Regional Director, DEDODESIGN

Beatrice Rizzi is a talented Italian designer born in Milan, the fashion capital. She possesses an innate keen insight into graphic and interior design. With her outstanding design talent, she successfully graduated from the world-renowned Politecnico di Milano with a Master's degree in Interior and Spatial Design. During her studies, she not only delved deeply into core courses such as spatial analysis and design theory but also actively participated in international design seminars and exhibition projects, building a solid academic foundation and rich practical experience.

Beatrice has a strong interest in multiculturalism, which drove her to Shanghai to further her studies at Tongji University, pursuing a Master's degree in Design and Innovation. This educational experience gave her deep insights into the cultural characteristics and design trends of the Asia-Pacific region, infusing her design works with a perfect blend of global vision and local elements.

In the field of art, Beatrice adheres to a design philosophy centered on conceptual innovation, focusing on uncovering the unique identity and deep characteristics of brands and spaces. She excels at using refined design language to transform abstract brand concepts into intuitive visual images, while balancing practicality and aesthetic value, creating solutions that are both creative and tailored to client needs.

Beatrice's design style is rigorous yet innovative, particularly in interior design, where her control over materials, light and shadow, and spatial layout is exceptional. Throughout her career, she has participated in numerous remarkable design projects. For example, she led the visual identity  of an international fashion brand, injecting new vitality into the brand through modern graphic design and clever spatial layouts, creating unforgettable experiences.

In the field of temporary installation design, Beatrice also demonstrates extraordinary creativity. She created an interactive installation for the Shanghai International Arts Festival, using recyclable materials to explore harmonious coexistence between humans and nature. This project not only won acclaim from the design community but also sparked public reflection on sustainable design.

Whether in brand design, spatial renovation, or temporary installation creation, Beatrice always adheres to the principle of  "details first," striving to enhance environmental quality through meticulous design and craft masterpieces rich in cultural connotation and emotional resonance.

16:10 - 16:30

Presentation: Southeast Asia – A Flooring Market Poised for Growth

Elvin Tay, President of Malaysian Interior Industry Partners Association (MIIP) 

Bio: Elvin Tay is Founder and Executive Director of ARMARIOR Sdn Bhd, a Malaysian high‑end customisation brand specialising in bespoke spaces and cabinetry. With an engineering background, he integrates precision craftsmanship with modern design, serving top developers. He is President of MIIP (2023‑2027), revitalising the association, strengthening professional standards, and leading international industry exchanges. He also speaks and judges at events such as Guangzhou Design Week and CIFF.