LAS VEGAS, NV -- “Cali is a small, little company trying to make a big difference in the flooring industry,” said Cali president, Doug Jackson.

That could be the understatement of the year.

The San Diego-based supplier will bring its highly curated indoor and outdoor surfaces portfolio to The International Surface Event (TISE), from February 1 to 3, 2022. Industry buyers and sourcing professionals can register for a free exhibits pass to visit Cali in-person in Las Vegas or a free virtual pass to the hybrid TISE Live Virtual Event | Vegas Edition 2022 by registering. The event marks the first SURFACES appearance at TISE in Cali history, but the company has been intensifying on the industry’s radar for well over a decade.

Founded by two surfer buddies in 2004, Cali broke ground as a manufacturer of high-performing building products made of bamboo -- namely fencing, flooring, plywood and decking. It wasn’t long before the company grew to become the nation’s top importer of the woody grass and they branched into other materials.

Today, Cali offers a diverse range of hard surface designs, including hardwood, luxury vinyl, eucalyptus, engineered, cork, and of course, bamboo. You’ll find Cali-branded flooring displays and products stocked in independent specialty retailers, as well as big box stores like Lowe’s and Home Depot.

Wherever Cali is sold, shoppers will find the same products, styles and quality. The company’s omni-channel approach allows the consumer to purchase wherever they’re most comfortable, while protecting the brand and retailer margins through controlled distribution. Jackson says avoiding the tendency practiced by other flooring companies to adopt private labeling is “a line in the sand for us.”

“If you can’t sell Cali under the Cali name, it doesn’t make any sense,” Jackson said. “They (dealers and consumers) love that California lifestyle. When a consumer goes into a flooring store without Cali, they often see a lot of sameness. We just do it a little differently, and we want to have fun.”

Jackson says fun is what you should expect when cruising by the Cali booth at TISE. That and a whole host of home renovation collections:

  • Longboards, the crowd-favorite within the popular Cali vinyl line, offers longer, wider planks in styles that are easy to maintain and design with.
  • Legends, the brand-new vinyl collection features lightweight planks that are a full 1/2-inch thick for a highly authentic wood imitation.
  • Meritage delivers a premium, engineered hardwood with extra-thick veneers of European white oak.
  • Cali will also debut a new line of indoor and outdoor rugs to complement its flooring and composite decking collections.

With such a diverse selection showcased in unique, eye-catching dealer displays, Cali aims to create a destination lifestyle vibe that appeals to coast dwellers and snowbirds alike. Products are designed to be versatile enough to deliver easy home upgrades, regardless of where renovations fall on the map.

No small amount of thought went into the Cali team’s preparation for Vegas. “It was just time, and it feels good,” Jackson said. “We’ll be on the floor, and we’re committed to being a part of this show, but we’re not looking for a lot of new customers; we’re looking for the right customers.”