By Reginald Tucker Floor Covering News, with the launch of The Great Reveal, is providing manufacturers with creative ways to get their new flooring products in front of specialty retailers around the country so they may be better prepared to present consumers with new products, colors and designs to help them complete their renovation projects.
While the virus, tragically, has disrupted so many aspects of the U.S. economy, including large in-person events, flooring manufacturers point to a silver lining: with so many consumers and homeowners sheltering at home and spending less money on expensive vacations and dining out, many have taken up renovation projects that they have been putting off.
Anecdotal information continues to show this pent-up demand has given specialty retailers a much-needed lifeline as they seek to weather the storm that is COVID-19. As such, floor covering suppliers are working hard to tap into that demand in the face of declining foot traffic overall. Contained in 34 pages of the print edition are some of those signature introductions, including an overview of some here in the main story.
In support of The Great Reveal special issue, floor covering suppliers were presented with several different sponsorship opportunities—print, digital only or a combination of print and digital exposure. With respect to the print edition, suppliers were provided with a platform to showcase exciting new introductions for 2021.
(Editor’s note: See each subsequent section of the print edition, pages 22-53, for additional introductions from the Great Reveal platinum sponsors. A new digital component with interactive content will also be available starting Feb. 1.)
Anderson Tuftex
Anderson Tuftex’s vision is to provide timeless products designed with intention and crafted with care. That’s evident across its curated offerings, including Purrfect Match, Picture Purrfect, Purrfect Harmony and Sheer Purrfection, to name a few.
Armstrong Flooring
Empower rigid core flooring from Armstrong Flooring takes innovation and design to the next level. Built with the company’s new Reinforced Mineral Core, Empower aims to outperform traditional rigid core products with respect to indentation resistance and stability while the exclusive Diamond 10 technology provides protection against staining.
CALI
CALI Vinyl Legends aims to marry the natural beauty of real hardwood flooring with high-performance, waterproof luxury vinyl. At 60 inches long x 9 inches wide x ½-inch-thick, these WPC boards are thicker than some of the average vinyl planks available on the market today. This not only delivers the thickness one would expect in a real hardwood floor, but it also results in a product that’s sturdy, commercial-friendly and easy to install. Legends features a design-friendly color palette ranging from deep, rustic wood tones to light, clear naturals. Plus, extra detailed textures and rich hardwood tones give rooms a more natural feel.
CFL
CFL Flooring’s knack for hard surface product innovation is illustrated across its laminate, rigid core, resilient and engineered offerings. One standout collection includes the company’s Engineered Stone Click Planks & Tiles. The 100% PVC-free floors are designed to be more stable and scratch resistant than previous iterations. The floors also come with a proprietary Net+ pre-attached backing made from recycled plastic bottles.
Congoleum
Congoleum is dedicated to driving advancements in technologies that aim to deliver products that not only offer exceptional performance but also look good. Case in point is Triversa Prime, Congoleum’s premium residential 100% waterproof, floating floor. The product is constructed on a phthalate-free, SPC core that provides strength, durability and superior indentation resistance.
COREtec
COREtec created a new flooring category in WPC, and it continues to reimagine its products and manufacturing techniques to keep COREtec ahead of the curve. More importantly, to keep more customers coming through retailers’ showrooms. One of its latest innovations is COREtec Advanced+ 9, featuring trendsetting visuals combined with innovative performance that seeks to deliver advanced scratch resistance in a sturdy mineral core construction.
Daltile
Daltile’s expansive offerings run the gamut from ceramic, porcelain, glass, natural stone tiles and mosaics to extra-large slabs, roofing tiles and countertops. The objective is to offer consumers and end users a wealth of options to fit virtually any design need. A prime example is Enlite, Daltile’s new Enlite porcelain tile collection. Available in five colors, the collection conveys the calming effect of natural stone visuals.
(The) Dixie Group
TDG’s latest tufting innovation is TECHnique, where state-of-the-art technology blends pattern, color and texture harmonious. TECHnique gets six new designs in 2021, including styles made with wool and EnVision 6,6 nylon in its Masland and Fabrica divisions. These products are well suited in wall-to-wall broadloom installations or as custom-sized area rugs or runners. Standout styles include Masland TWOstep and Fabrica WATERcolor.
Egger Flooring International
Egger Flooring International aims to have the right flooring to suit any need, whether it’s a high-end residential setting or high-traffic commercial space. The Egger Pro Flooring Collection 2021+ is ideal for any room, style or requirement, from the durable Design Flooring GreenTec, to the warm and cozy Comfort Flooring, to versatile classic Laminate Flooring. Whatever you have in mind—Egger Flooring International has the right flooring solution for you.
Engineered Floors
Engineered Floors continues to push the boundaries in the realm of style, comfort and durability across both hard and soft surfaces to satisfy consumer demands for products that are not only visually appealing but also perform well in the home. To that end, Ensignium, its new rigid core collection, was developed to demonstrate the possibilities in this fledgling product category.
Happy Feet
New from Happy Feet comes Rescue, featuring a 5.5mm Stabilicor Plus core, a 1.5mm EVA pad in signature green and a 20-mil wear layer. Rescue is the thickest rigid core product in the company’s portfolio, according to Casey Johnson, CEO. “It’s comfortable, durable and comes in six phenomenal colorways, including modern barnboards and blue hues,” he said.
Indusparquet
Exotic hardwood flooring specialist Indusparquet is looking to turn heads with new products featuring Tauari and Sucupira—Brazilian woods that allow users to reimagine a space with the style and flair for which Indusparquet is known. One noteworthy offering is Novo Brazilian Pecan Flint, which features a cool-toned stain and wire-brushed, low-gloss finish. The ½-inch-thick x 5-inch-wide board boasts a 3mm, dry-sawn top Guaiuvira veneer for a warm, unique visual.
Inhaus
Sono Eclipse is a fully waterproof, PVC-free rigid core flooring made in Germany. It features a health-conscious construction made without phthalates, plasticizers, chlorine or other additives. The core is made entirely out of polypropylene and mineral powder, which is dimensionally stable against heat and moisture. Sono Eclipse boasts high-definition visuals and embossed-in-register textures that enable it to mimic natural wood and stone floors. The line features Megaloc, a unique angle-fold locking system, and a permanently attached underlayment.
Karndean Designflooring
After introducing Korlok Select stone visuals with nonporous and stain resistant InteGrout in 2020, Karndean will expand its Korlok Select and Reserve rigid core ranges mid-year 2021 to include additional wood designs. The latest visuals are developed from elm, sycamore, maple and oak, and include some designs in an additional herringbone format for added design flexibility and personalization possibilities. The Karndean Designflooring Korlok Select and Reserve interlocking rigid core ranges are filled with inspirational visuals that are designed to pique homeowners’ interest, each its own unique story.
Mannington
Mannington’s long history and operational and management philosophy reflects its commitment to quality, customer satisfaction and the environment. This is especially evident in its innovative product design and marketing, state-of-the-art processes and industry-leading programs. One of its most exciting introductions for 2021 is its partnership with Procter & Gamble, owner of the Microban antimicrobial surface protection technology. The bacteria-fighting technology will be available on an array of its Adura-branded resilient flooring products.
Mercier
Mercier Wood Flooring, which celebrated its 40th birthday last year, continues to demonstrate its experience and expertise in the manufacture of quality hardwood flooring products. Utilizing state-of-the-art technology and a skilled workforce, the company is able to deliver innovative products such as its Atmosphere collection, which features a matte yet strong surface finish.
Mirage
Mirage Floors is synonymous with top quality, beauty and durability—the standard by which many quality hardwood floors are measured. Mirage is known for its high standards and uncompromising product quality as well its attention to detail. This driving philosophy is apparent in popular offerings such as Sweet Memories and the Flair Collection. The former includes floors boasting the charm of yesteryear, while the latter is distinguished by its rich, natural hardwood characteristics.
Mohawk
With this month’s kickoff of the 2021 Roadshow, Mohawk is gearing up to showcase its largest product launch in history across Mohawk, Pergo and Karastan. The main goal is to provide dealers with both the products and programs to get them excited about selling flooring in the new year, and to help equip them to get out on the right foot. New products span the soft to hard surface realm, including Ultrawood (high-performance hardwood); extensions to Karastan vinyl (LuxeCraft); and ongoing innovations in SmartStrand fiber.
Phenix
Phenix is the exclusive provider of polyester and nylon carpet with built-in Microban antimicrobial protection. The technology will be made available across the entire Phenix product line, which includes new styles and collections for 2021 such as Cashmere, Heavenly, Aspire, Conjure, Yearn and Modern Contours.
Provenza
Provenza Floors, a leader in the wide plank flooring industry, puts the spotlight on its Tresor and Vitali ultra-wide and long plank collections. The product lines, which will be expanded this year, aim to deliver visuals that can fill an interior space with the natural beauty of hardwood without the visual interruptions that occur with narrower planks, according to Ron Sadri, founding principal.
The company’s new Pro flooring collection, for instance, offers various formats to meet the requirements of any room. This includes Design Flooring GreenTec, for high impact and water resistance; Comfort, for the end user seeking a warm, soft feel for relaxation areas; and Egger Laminate featuring Aqua+ water resistance for additional performance attributes. “These ultra-wide plank floors can make any interior appear larger and grander in scale,” he explained.
QFloors
The need to be able to work remotely has never been greater, and QPro POS+ flooring software is designed to make it simple and affordable. Run 100% on an internet browser, the software allows users to access all the information they need from virtually any location. QuickBooks users will appreciate QPro’s new advanced integration with QuickBooks Online, making it easy to benefit from the time savings of flooring-specific features while sharing information with the familiar back-end program.
Republic Floor
The new Pure Grout collection its the latest innovation from Republic Floor. Pure Grout, which features rigid core construction, is billed as the ideal solution for healthy living. The product does not contain VOCs or phthalates, and it features an antibacterial, acoustic underlayment designed to inhibit mold and mildew growth.
Shaw Floors
For more than 53 years, Shaw has designed its products with specialty flooring dealers in mind. Originally supplying retailers with high-quality carpet and rugs, Shaw Floors has over the years expanded its expertise to include an array of hard surface products, including hardwood, WPC and SPC. One of its latest offerings includes Prodigy MXL (from the Floorté Elite Series). The product is 100% waterproof and features Enhanced Natural Realism technology that is designed to more closely mimic true hardwood visuals, spotlighting the latest design innovations in waterproof flooring.
Välinge Flooring
Välinge Flooring takes the wraps off a hardened wood floor featuring Woodura surface technology, an innovation that is said to make the floor three to five times harder than the original species. The product, which features a real wood wear layer, comes in boards up to 10 3⁄4 inches wide x 94 inches long. It also features the patented 5G Dry locking technology for fast, easy installation that—combined with the Woodura technology and a good surface treatment—results in a wood floor that is topically waterproof up to 24 hours.
Wellmade
From Wellmade comes a complete family of HDPC flooring products offering a winning combination of eye-catching visuals and waterproof performance. Regardless of whether the wear layer is vinyl, real hardwood or natural strand bamboo, HDPC floors provide a dense, non-porous surface that repels dirt and topical spills while sealing out moisture from below. All HDPC rigid core floors are Greenguard certified.
