Innovation is at the heart of product development for flooring manufacturers. If that wasn’t the case, retailers would be stuck with racks full of me-too offerings. Fortunately, this year’s “must-have” product introductions serve as a compilation of in-demand and innovative soft and hard surface flooring.
Following is a sampling of some notable products from 2023, along with their key selling points.
AHF: Bruce Dundee
Solid oak floors have graced America’s homes for generations, and the Bruce brand has been serving America’s flooring needs since 1864. The refreshed designs of Dundee include smooth, low-gloss-finished white and red oak species with a durable Dura-Luster Plus urethane, a multi-layer finish offering Bruce’s highest level of protection. As a result, Dundee solid oak floors provide strong resistance to everyday dirt and wear.
SELLING POINT: Made in the USA in a variety of colors and different widths.
Cali: Shorebreak
Cali’s recently launched laminate, Shorebreak, is positioned as a next-gen product for homeowners and design professionals seeking a sophisticated (yet practical) stone-look flooring option. Shorebreak enables premium upgrades for kitchens, bathrooms and spaces demanding complete waterproof protection with textural authenticity. This high-performance laminate flooring offers marble and porcelain visuals in a user-friendly, click-lock tile.
SELLING POINT: Lighter, more resilient and easier to install and maintain than genuine stone.
Classen: Ceramin
Ceramin tiles are the ideal alternative to ceramic and natural stone. The tiles are free of PVC, chlorine and plasticizers and are 100% recyclable and waterproof. Ceramin tiles are extremely thin, making them ideal for renovations as they can be easily trimmed with a cutter knife and applied with a special adhesive.
SELLING POINT: Products are made from recycled polypropylene, not PVC.
COREtec: Soft Step
Best-selling 2023 styles for COREtec include its patent-pending Soft Step underlayment, made from recycled materials. Research performed by the brand showed Soft Step achieving 70% higher sound absorption than other LVP options while being 46% warmer. What’s more, research also showed that homeowners want a balance of beauty, durability, comfort and easy cleaning when shopping for new floors. COREtec Soft Step checks all those boxes for its retailer partners.
SELLING POINT: Constructed to keep the home quiet while providing warmth underfoot.
Engineered Floors: Gold Standard I, II and III
For Engineered Floors, DW Select’s Gold Standard I, II and III PureColor HiGH-DEF series continues to impress with its quality, durability and style. All Gold Standard carpets are manufactured with PureColor, a proprietary solution-dyed fiber. With solution dyed, the color goes all the way through the fiber, so the color won’t stain, fade or wear off. Gold Standard I, II and III (available in 20 colors each) are highly popular styles in the company’s DreamWeaver line.
SELLING POINT: HiGH-DEF Color Technology, PureColor and TwistX— the trifecta of performance attributes.
Karastan: BelleLuxe Waterproof
Karastan BelleLuxe Waterproof provides high fashion at an accessible price point to help retailers expand their market reach. Featuring Signature Technology, each plank aims to capture the beauty of natural hardwood with artistic precision, featuring 64 layers of textured detail with 4x the resolution and more than 1,000 color variations. Plus, with WetProtect, BelleLuxe Waterproof boasts water-tight joints, a proprietary waterproof finish and a lifetime surface and subfloor warranty.
SELLING POINT: Signature Technology captures the beauty of natural hardwood for added depth, realism.
MSI: Smithcliffs Hybrid Rigid Core
Smithcliffs Hybrid Rigid Core flooring is a visually appealing, long-lasting option with MSI-exclusive engineering. Its thick solid core, 2mm closed-cell pad and DryLuxe technology make it waterproof and durable. The CrystaLux Ultra layer adds extra protection and also features a built-in antimicrobial defense, making it ideal for worry-free flooring in any setting.
SELLING POINT: Embossed in-registration that delivers realism and texture to rigid core flooring.
Pennwood: RetroCraft Treads
End users can upgrade their stairs with Pennwood’s RetroCraft Treads from the Lifestyle collection. This line of chic and modern treads features a square nosing that provides a sleek, sophisticated look. Built to last, RetroCraft Treads are crafted from hardwood and designed to fit over the existing stairs.
SELLING POINT: Durable, high-quality solution for hardwood stair renovation.
RFMS: RFMS Next
RFMS Next by Cyncly is a cloud-based evolution for flooring retailers and distributors seeking growth and efficiency without compromising profitability. Its user-friendly interface simplifies flooring sales, inventory, payroll and accounting, making it ideal for both seasoned professionals and newcomers. RFMS Next, which is fully integrated with RFMS mobile applications, is designed for modern, scalable flooring businesses committed to offering a great customer experience.
SELLING POINT: User-friendly tool offers a gradual migration path and is accessible from any device.
SLCC Flooring: Painted Sky
Painted Sky SPC has been a winner since it was first launched. Each plank is meticulously crafted to replicate the texture and grain of real hardwood, giving the floors an authentic look and feel. With its durable construction and water-resistant properties, the Sunrise design (shown) is suitable for various applications, including bedrooms, living rooms or spa-like settings.
SELLING POINT: 7mm overall thickness, 72-inch planks and a 30-mil wear layer.
Tarkett: Cloud 9
Tarkett Home set out to challenge the belief that polyester carpets can’t be both incredibly soft and highly durable. Through extensive research and testing, the R&D and product teams achieved both with Cloud 9. The innovation provides a high-end solution by touting an exceptionally soft hand that evokes luxury comfort in SD polyester engineered to withstand life’s toughest stains and wear.
SELLING POINT: Luxurious carpet that is budget friendly.
Unilin: FlinTile
The FlinTile locking technology offers a clickable rigid floor with an authentic ceramic look that is easy to install due to grouted joints. FlinTile creates a 100% waterproof floor in three easy steps: Click, grout and clean. Compared to ceramics, this alternative has many other advantages: lightweight, straight grouting lines without spacers and fast installation even on top of existing floors.
SELLING POINT: Enables the installation of different panel formats and square tiles in checkerboards patterns.
