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floorcoveringnews volume 34/number 3 I fcnews.net I the publication more retailers prefer I July 23/30, 2018 I $2.00

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riGid Core REVOLUTION F C N E W S’ U lt i m at e G U i d e to every thinG

WPC,SPC and more

the basics

The fund ame n ta ls o f WPC PC—it goes by several different names depending on the person to whom you are speaking. Some say it translates as “wood plastic/polymer composite,” while others refer to it as “waterproof cores.” Either way you define it, many would agree this rapidly evolving category represents a game-changing product that has generated excitement and, more importantly, additional sales opportunities for retailers and distributors. As the WPC category gains steam, however, specialty dealers are faced with several challenges, from explaining the features and benefits of the new segment to customers, to effectively merchandising this classification of product. For those just getting into the category, or for those looking to learn more, here are some basic questions about WPC along with some advice on how to answer them.

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tion. (Although, some laminate suppliers contend they have made great strides in this area.) In addition, WPC products can be installed in large rooms without an expansion gap every 30 feet—a long-established requirement for laminate floors. Also, the vinyl wear layer of WPC provides cushion and comfort while absorbing impact. This results in a more quiet floor compared to laminates’ telltale “clicketyclack” sound. Lastly, WPC is also suitable for large open areas, especially Main Street commercial applications, because it doesn’t require expansion strips. “Any time you have a product that solves a problem, it seems to do well,” said Jeff Striegel, president of Elias Wilf, a top 20 distributor based in Owings Mills, Md. “One of the issues people have with LVT is there is some telegraphing and, therefore, are limitations with what you can put LVT over. That is not the case with WPC. It is clearly a trend that is on the move.”

1. What is WPC exactly? WPC is a composite material made of thermoplastics, calcium carbonate and 4. What’s the best way to wood flour. Extruded as a merchandise WPC in the core material, it is marketed retail showroom? as being waterproof, rigid Most manufacturers regard and dimensionally stable. WPC as a subcategory of MFA, the Multilayer FloorLVT. As such, it is likely to be WPC floors dare to tread where other flooring materials won’t. ing Association, has decreed displayed among other reShown is USFloors’ COREtec Plus. WPC to represent “the class silient and/or LVT products. of rigid vinyl flooring prodSome retailers have WPC ucts that entail an expanded or foam polymer core.” In an effort to displayed between the laminate and LVT sections. It all depends on a differentiate their products, suppliers are branding their WPC offergiven retailer’s overall store footprint and traffic flow. ings with names such as enhanced vinyl plank, engineered luxury vinyl flooring and waterproof vinyl, to name a few. 5. How does WPC differ from SPC? MFA defines SPC as “the class of rigid vinyl flooring products with a 2. How does WPC differ from LVT? solid polymer core.” WPC products, experts say, are typically more WPC is waterproof and can go over most subfloors without much quiet and somewhat flexible, while SPC flooring tends to be harder preparation. Traditional vinyl floors are flexible, meaning any unevenand more dent resistant. (See page 11 for more clarification in terness in the subfloor will likely transfer through the surface. Compared minology.) to traditional glue-down LVT or solid-locking LVT, WPC products Each product type has its advantages and limitations. An SPChave a distinct advantage because the rigid core hides subfloor impertype of product features a very dense, tightly packed core containing fections. In addition, the rigid core allows for longer, wider formats. a high percentage of minerals and calcium carbonate in the formuWith WPC, it is not necessary to worry about the preparation LVT lation. In short, SPC products are designed with performance in typically require for use over cracks and divots in concrete or wooden mind as opposed to comfort. With WPC, on the other hand, there is subfloors. a foaming agent in the formulation, which creates air pockets within the core during the extrusion process. Inherently, these air 3. How does WPC stack up against laminate? pockets act as insulators against both sound and temperature, WPC is waterproof, while some laminates are engineered to be water thereby providing a higher level of comfort for the consumer. “resistant.” Big difference. Proponents of WPC say it is more suitable So much depends on the application. For example, a client who for environments in which laminate floors are not traditionally used— operates a hair salon might require an SPC vinyl floor, while the typically bathrooms, basements or areas prone to moisture infiltratypical homeowner will be perfectly content with a WPC product. f cne ws.ne t

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Waterproof rigid core products continue to garner attention Specialty retailers tend to agree and are By FCNews staff responding accordingly. Many are revamping f there was any doubt that the WPC/rigid their showroom floors to reflect the rising core subcategory of the resilient sector has popularity of the category. “We have exbecome the darling of the flooring industry, panded our WPC section, which now features one need only look at the numbers. In 2017, 40 different 4x4 display floors,” said Jon the resilient category once again led the floor- Dauenhauer, owner of Carpet World, Bising industry in terms of percentage growth, marck, N.D. Other dealers can relate, citing WPC’s pothanks mainly to the performance of subcategories such as WPC and SPC. FCNews re- tential. “I think WPC will continue to grow search shows the category generated nearly its market share,” said Bobby Merideth, $4 billion in sales in 2017—an industry-lead- owner of Flooring America, OKC, Oklahoma City. ing 14.1% increase over 2016’s Indeed, last year proved $3.499 billion. In terms of volfloorcoveringnews to be big for WPC and SPC, ume, the category racked up which claimed 45.8% of resi4.024 billion square feet at the THE dential LVT dollars. In terms first point of sales, a 13.77% RIGID CORE REVOLUTION of volume, the sector’s go-to increase from 2016’s 3.537 bilproducts captured 31.8% of lion square feet. FCN ’ U G residential LVT sales. Despite What’s more, residential WPCSPC the growth of click LVT in LVT (including WPC and 2017, many are seeing the SPC) finished out 2017 with product lose share to WPC an estimated $1.888 billion in and SPC. Some industry execrevenue, representing 73% of utives predict the rise in SPC total residential resilient sales. will take more share away In terms of square feet, refrom click LVT than WPC. search shows this red-hot “We see SPC replacing traditional click product garnered 1.379 billion square feet, or LVT, but we are firm believers that WPC will 48.1%, of residential resilient volume. Many resilient manufacturers attest to the continue to represent the majority of multioverwhelming success of WPC and rigid core layer flooring category sales,” Metroflor’s products. “Multilayer flooring is leading the Rogg said. “WPC products, which generally way in LVT growth,” said Russ Rogg, president have a more traditional LVT decorative surand CEO, Metroflor Corp. “While other vari- face, still offer benefits SPC products don’t— ations are also growing, multilayer flooring is more authentic textures, lighter and more outpacing glue down and other varieties in a easily handled larger sizes and formats, better acoustic advantages and so forth.” significant way.” Brand proliferation will be a factor movExecutives like David Sheehan, senior vice president, product management, Mo- ing forward as well. In this guide alone, there hawk Industries, believe WPC and rigid core are more than 20 suppliers featured. This incontinue to help push the resilient needle as cludes USFloors, which introduced its first more people discover the products’ overall COREtec line at Surfaces in 2013. Three benefits. “Floors that are rigid in nature are patents and more than a dozen collections the darlings of the industry and have captured later, USFloors continues to blaze a trail with the attention of many retail sales associates,” its COREtec family of products. Within these pages, readers will learn he noted. Beyond the category’s various product at- more about WPC and rigid core. For example, tributes, another driving factor is the number how they are constructed, how they perform, of manufacturers in the resilient game. “We and how different dealers market and merbelieve more people are discovering the ben- chandise the products. At the very least, Floor efits of resilient flooring,” said Steven Ehrlich, Covering News’ WPC Guide is intended to provice president of sales and marketing, Novalis vide information dealers can use when cusInnovative Flooring. “That discovery fuels de- tomers walk into their showrooms seeking a mand, which, in turn, generates more produc- particular product or design solution. Consider this WPC guide as your onetion—and so on.” Another factor, he noted, is the growing availability of resilient across a va- stop shop for all things waterproof in the rapidly evolving rigid core marketplace. riety of flooring brands. N E W S PA P E R

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volume 34/number 3 I fcnews.net I the publication more retailers prefer I July 23/30, 2018 I $2.00

floorcovering

news michael blick president/ceo [email protected]

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EWS

LT I M AT E UIDE TO EVERY THING AND MORE

4 I July 23/30, 2018

lindsay baillie associate editor [email protected]

mara bollettieri assistant editor [email protected]

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Wholesalers ride WPC/rigid core wave By Reginald Tucker ost would agree that year-over-year M growth among flooring distributors isn’t what it once was, especially in relation to pre2006 recession rates. Today, distributors are eking out much smaller gains, around 3-5%, with those that choose the right product mix enjoying the most success. “You could be doing all the right things, but if you don’t have the right product it does not matter—you won’t be successful,” said Jeff Striegel, president of Elias Wilf, Owings Mills, Md. “If you have been successful in recent years, it means you caught that LVT wave. Products are driving growth these days; categories are driving growth. If you are a distributor that does a lot of sheet vinyl and laminate, he will tell you the world is coming to an end.” But the flooring distribution world is not coming to an end. In fact, it is growing and the LVT/WPC/rigid core segment has much to do with that movement. Distributors have been retooling their portfolios to make ample room for this still-expanding category. LVT/WPC/rigid core has infiltrated all segments of the business and taken share from resilient sheet goods, VCT, laminate and other hard surface products. “What has been surprising is how LVT/WPC is taking share even from hardwood flooring,” said Scott Rozmus, CEO of Romeoville, Ill.-based FlorStar Sales, a top 20 distributor. Others attest to the shift in demand. Wilf’s Striegel believes you will never make a wood customer a laminate customer, but you can make a wood customer an LVT customer. “It is impacting a wider breadth of products,” he said. What’s fascinating about the broader LVT category, observers say, is there have been several iterations, from click LVT to WPC to rigid core. LVT was the hot product for a few years, and WPC, while it is still growing—led by USFloors’ COREtec—was the breakout star in 2016. Since then rigid core had made significant inroads. “The rigid core product is just getting started,” Striegel noted. “The potential for it is staggering.” Industry in transition It is estimated that Lumber Liquidators, long a bastion for hardwood and laminate, now does approximately 20% of its business in vinyl planks—something that was unheard of five years ago. Denver Hardwood, which at one time was nearly exclusively hardwood flooring, said WPC and rigid core experif cne ws.ne t

At Denver Hardwood, the rigid core category—led by its private-label Neptune brand—is its strongest segment.

enced double-digit growth in every facility it managed in 2016. In fact, rigid core has been its strongest segment, led by the company’s private-label Neptune brand. Many observers like to compare laminate’s growth in the early Pergo days to LVT/WPC’s current rally. However, laminate wasn’t used commercially back then. Furthermore, until a 12mm version came out, it was not used in the builder sector, either, making it almost exclusively a retail residential-focused product. Meanwhile, LVT/WPC/rigid core products are crossing all barriers. “It’s huge in commercial, there are no boundaries by channel,” Striegel stated. “WPC is nothing more than LVT with a different core, if you really look at it. LVT is still coming out of its embryonic state; maybe now it’s a teenager.” Part of that change is a transition in installation formats from LVT glue-down to LVT click, according to Striegel. “We will see a lot of the locking LVT go over to WPC. LVT will become mostly gluedown as it fills a need for durable, waterproof flooring. From an installation point of view, LVT solved a problem. We will see several generations of this product develop. We will see different cores, gauges and thicknesses. LVT is the most versatile, diverse flooring I

have seen in decades. I am seeing plenty of upside growth in this category.” Others agree that healthy growth is likely to continue—albeit perhaps not at the astronomical levels seen in the last three years. Some say they are starting to see pricing pressure on the category, which, if it continues, could certainly put a damper on this runaway success story. In Wilf’s Mid-Atlantic territory, there are 41 LVT lines available at last count. In its heyday, laminate peaked at 36 suppliers. “We have hit saturation,” Striegel stated. “Every commercial carpet guy has an LVT line now. You can’t even get distribution for some of the lines. I believe in the next 12 to 18 months we will see a clear separation from those committed to the category vs. those who are just participating it.”

July 23/30, 2018 I 5

merchandising

So many ways to showcase WPC At Frazier’s Carpet One, Knoxville, Tenn., WPC/rigid core offerings are housed in the resilient section with other LVT/LVP displays. Kevin Frazier, president, believes there is so much change going on in this segment, he is doing a few things differently than he did just 24 months ago. “We have increased the percentage of floor space we give LVT/LVP in our resilient showroom, from approximately 50% to approximately 75%, and we just recently placed a stacker full of product from different vendors representative of the LVT/LVP segment. It’s in a portion of our showroom that we refer to as ‘What’s Next.’” Showroom size is critical in the decisionmaking process as to where and how much WPC to display. Offering a wide range of disWPC is everywhere these days, even on the walls. play systems—including traditional waterfall, Pictured is USFloors’ COREtec line. stair steps and wing displays—are best shown in larger format stores, according to dealers. Indeed, the bigger showrooms allow for more Montgomery’s CarpetsPlus in Venice, options and ease of transition when adding Fla., has installed several 8 x 8 sections in its displays. Retailers typically add displays with- laminate and LVP sections to showcase out subtracting, which can be an issue for a WPC/rigid core in a better light. “We actually smaller showroom. have it installed next to higher-end laminate As the category emerged as sections as well to show the consumer how far Hiller’s Flooring America a staple in the industry, many re- LVP has come as far as look/durability,” said features rigid core flooring tailers chose to shrink down Mike Montgomery, a co-owner. throughout its showroom— including the floor. their carpet, laminate and even At Grigsby’s Carpet, Tile & Hardwood, solid locking LVT selections to Tulsa, Okla., the luxury vinyl plank/rigid make room for WPC. Some dealers created a core/WPC area is in the back of the store, all waterproof section; others moved WPC/rigid displayed together. “With that product offerThe consensus is there is probably no in- to the front of their stores. The move is a nod ing being so popular right now, being in the correct way to merchandise waterproof floor- to the percentage of revenue the category now back gets your customers to see other proding. Just show it, and people will likely commands—often more than 30% of a store’s ucts as well,” said Penny Carnino, director of inquire. “We display it, people buy it,” said volume. operations. “We have doubled the size of the Adam Joss, co-owner of The Verdisplay area and moved it to the tical Connection Carpet One, center of the store at the back.” Columbia, Md. “The category itSome stocking dealers have self is really a pretty simple sell. chosen to cross-merchandise It’s just a matter of convincing their SKUs to better showcase them to buy from us [as opposed multiple planks in larger forto] someone else.” mats. However, proponents say Many dealers believe there is no place better to disWPC/rigid core deserves to be play waterproof flooring than treated as the special category it on the floor itself—preferably has become. “As the fastest growthroughout the store. ing category, we felt it deserved Rob Elder, owner of Hiller’s to have its own section,” said Flooring America, Rochester, Nick Freadreacea, president of Minn., has the product disThe Flooring Gallery, which opplayed prominently on every erates five locations in the floor, both with grouted tile Louisville, Ky. market. “Two looks and standard plank visuyears ago, we blended it in with als. “Everything we sell is on Flooring dealers have greatly expanded their assortment of WPC/rigid core laminate flooring, but that was the floor installed,” he exproducts. Shown is Contract Furnishings Mart’s showroom in Tigard, Ore. very confusing to the consumer.” plained. “Seeing is believing.” By Ken Ryan he rapid growth of the WPC/rigid core flooring market has created opportunities for dealers to change the way they merchandise the category for maximum effect. Retailers are utilizing standard flip and wing rack displays, showcasing product on the floor and even the walls.

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fc new s. ne t

education

WPC: What makes it tick? Though it may be defined differently depending on the person/comturally sound—thanks to the heating and melting of the components at pany you ask, WPC cores are basically a mixture of thermoplastics, very high temperatures. With such a solid product, temperature wood particles/fibers and other added materials like stone. These comchanges that would normally affect other materials do not impact ponents are generally combined above the melting temperaWPC. This enables the use of radiant heat with WPC prodture of the thermoplastic and then mixed with different ucts without worrying about adverse effects from the polymers to make WPC products. warmer temperatures. The most commonly used plastics for this type of appliThe most notable characteristic of WPC is its waterproof cation are polypropylene (PP) and polyethylene (PE). Polyqualities. The product’s well-known resistance to water damethylene is the most common plastic used for consumer age makes it superior to other products found in high-moisgoods, but be aware that there is more than one variation of ture exposure areas such as bathrooms, kitchens and PE (i.e., low-, medium- and high-density PE). BILL TREIBER entryways. This inability to attach water particles to itself There are also linear low-density PE and very low density also creates an antimicrobial product, thereby eliminating PE, which is seldom used due to flexural weakness. Polyethylene, when potential for bacteria to grow. used in WPC, is mostly high-density PE. Polyethylene has a high resistHigher density products provide a longer lasting, more versatile ance to wear and withstands the effects of weather, chemicals in the suloffering, which provides longer resistance to wear and weathering. I furic acid families, as well as nitric and hydrochloric acids. It is also expect manufacturers to continue raising the bar on these characterishighly resistant to oxidation—a common concern for exterior products. tics in years to come. The use of WPC in commercial products is growing rapidly. Being that its composition is tightly extruded recycled plastics, fibers and Bill Treiber is technical sales and education manager for Artistic polymers, the product is not only environmentally friendly but strucFinishes (Moldings Online).

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marketing

How many brands are too many? By Lindsay Baillie ith more manufacturers entering the LVT/WPC arena, it can be a challenge for retailers to choose how many products to put in their showroom. Finding that sweet spot can be difficult, but dealers suggest each additional LVT or WPC product should bring something else to the table and provide customers with different options via style, color, construction, etc. FCNews spoke with several flooring dealers to find out just how many is too many. Following are their responses and observations.

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choose,” said Brett Bentz, owner. “They often have difficulty differentiating from better and best brands. Anything over four is too many.”

5-8 For some dealers, the more WPC/LVT brands the better. But Enhance Floors & More of Marietta, Ga., has found its sweet spot, offering six different manufacturers of LVT and WPC. Despite the bevy of options available on the market today, Elisabeth Stubbs, owner, warns

1-4 Hanover, Pa.-based Charles F. Zeigler & Sons carries three lines of LVT and WPC. “The three we carry feature the best products and most extensive color and style lines,” said Bill Zeigler, co-owner. “Our opinion is if we bring more in to show, it will make an already confusing product category even more confusing for the consumer.” The Vertical Connection Carpet One, Columbia Md., offers only four distinct lines, mostly to avoid customer overload. “It’s hard to say what is the right number as everyone’s business is a little different,” said Adam Joss, coowner. “Merchandising, similar to advertising, is one of those arts that is difficult to have absolute confidence that you’re executing perfectly. Some business models thrive on oversampling. However, we find too much selection to be overwhelming for clients. Therefore, we try to walk that fine line between having the right assortment without overwhelming the shopper.” Four is also the magic number for Harrisburg Wall & Floor, Harrisburg, Pa. However, the company also has small binder sets of other brands. This way, the dealer can show the consumer additional options if she can’t find anything among the core four offerings. “It gets too confusing for a consumer if there are way too many choices from which to 8 I July 23/30, 2018

retailers against taking on “me-too” lines. “Too many products become confusing to the customer. The color, texture and design need to be different and somewhat unique from line to line.” At the same time, she said it’s important to consider the depth of each supplier’s lineup, even if the overall number of WPC vendors is limited. Stubbs recommends carrying anywhere from five to 10 manufacturers, depending on how many SKUs are available within each offering. “You probably need more manufacturers if each product line has limited SKUs.” At Ted’s Abbey Carpet & Floor, with two locations in Alabama, eight brands—two LVT, four WPC and two rigid core products— are sufficient. Ted Gregerson, president and

owner, bases his decisions on which brands to carry on several factors—No. 1 being the size of the showroom. If a dealer has limited space, he said, then two or three brands should be sufficient. Second, the number of offerings should be commensurate with the percentage of total sales that category represents for a dealer’s business. “We always feel it is better to be important to a few suppliers by giving them a lot of business than to spread all of your business out among a lot of suppliers to the point where you are not really important to any of them.” While Ted’s Abbey Carpet & Floor may seem like it has a lot of LVT and WPC offerings, the company has developed a simple system to ensure it is not inundating customers with too many options. In determining how many brands to stock, Gregerson applies a simple litmus test: Can the RSAs easily tell customers the difference between the various brands or products carried? “If we have a bunch of metoo products that all look the same and there is no difference between the benefits of each one then, yes, we have too many. We try to offer brands that have different looks, colors, textures, backings, etc. It is also nice if they have different attributes, benefits, warranties, etc.”

9-12 While some dealers prefer to have a small, select number of offerings, other retailers don’t mind casting a wider net. Having more products, they say, allows them to reach customers no matter the desired price point. “We carry at least 10 different LVT brands,” said Mary Ann Gore, office manager, Bridgeport Carpets, Alpharetta, Ga. “At times it seems like we carry too many LVT brands. However, they cover many different price points. Also, considering how many customers use the Internet for research, it really does benefit us and them to offer as many choices as possible.” fc new s. ne t

installation

Laying down WPC is literally a snap hile WPC-type products may be relatively than 140°F. In areas where the floor may be ex- high spots and fill low spots with a Portlandnew to the flooring industry, many boards posed to direct, intense sunlight resulting in ex- based leveling patch. Concrete subfloors must can be installed using existing installation meth- cessive heat to the floor, use the glue-down be fully cured, at least 60 days old, and 6-mil polyfilm is recommended between concrete and ods. Of course, installers are advised to follow method. Prior to installation of any flooring, the in- ground. the manufacturer’s recommendations for their WPC may be installed over existing floors. staller must ensure the job site and subfloor conspecific product lines. Following are some tips and installation ditions meet the requirements of these However, ensure that ceramic tile, resilient tile and sheet vinyl is well bonded guidelines specific to COREtec to subfloor, in good condition, plank and tile flooring. (In clean and level. Do not sand ex2014, COREtec Plus transiisting vinyl floors, as they may tioned from a drop & lock gluecontain asbestos. less profile to an angle/tap Step 3. Map it out. Work glueless profile.) The following from several open boxes of installation instructions refer to flooring and “dry lay” the floor the angle/tap profile. before permanently installing Step 1. Shuffle the deck. it. This will allow the end user COREtec flooring replicates to select varying textures, colthe look of a natural product, ors, etc., and arrange them in a which has natural variations in harmonious pattern. Rememcolor, texture and sheen/gloss. ber, it is the installer’s responsiFor best visual effect, shuffle bility to determine the planks or tiles from several carexpectations of what the fintons and do not install similar ished floor will look like with planks or tiles next to one anWPC-type floors may be installed via the click (floated) or glue-down method. the end user first and then to other. Be sure to inspect all instructions. USFloors is not responsible for cull out pieces that don’t conform. flooring materials prior to installation. Begin installation next to an outside wall. Step 2. Prep the subfloor. Subfloor should flooring failure resulting from unsatisfactory be dry and level to a 3⁄16-inch per 10-feet radius job-site and/or subfloor conditions. As a general This is usually the straightest and best reference for best installation results. Note: USFloors’ rule of thumb, flooring should be one of the last for establishing a straight working line. Establish COREtec Plus floors may be installed with a di- items installed in any new construction or re- this line by measuring an equal distance from the wall at both ends and snapping a chalk line. rect glue-down method on approved wooden model project. Other tidbits: Crawl spaces must be a min- The distance measured from the wall should be (or) concrete substrates that are on or above grade only. Use only USFloors Cork Underlay- imum of 18 inches (46 cm) from the ground to the width of a plank or tile. You may need to ment Adhesive (or) comparable premium the underside of the joists. A ground cover of 6– scribe cut the first row of planks or tiles to multi-purpose adhesives. Please consult with 20-mil black polyethylene film is essential as a match the wall in order to make a straight workadhesive manufacturer to determine if suitable vapor barrier. Joints must be lapped 6 inches (15 ing line if the wall is not square or “true.” Finally, position a few rows before starting cm) and sealed with moisture-resistant tape. for use with this material. While COREtec Plus is waterproof, it’s not The crawl space should have a perimeter vent- installation to confirm your layout decision and a moisture barrier. It’s still a good idea to make ing equal to a minimum of 1.5% of the crawl working line. Helpful hint: When laying floorsure concrete is cured and tested for moisture, space square footage. These vents should be ing, stagger end joints from row to row by at least 8 inches for planks or 12 inches for tiles. and that a moisture barrier is installed in the properly located to foster cross ventilation. Room temperature and humidity of instal- For plank installations, you can use the cut-off crawl space and even under a COREtec Plus floor over a concrete subfloor. Moisture won’t lation areas should be consistent with normal, end to begin the next row when cutting the last damage COREtec Plus, but it can get in the year-round living conditions for at least one plank in a row to fit. If the cut-off end is less week before installation of flooring. Maintain- than 8 inches, discard it and instead cut a new walls and structure of the home. Because houses and buildings, as well as ad- ing an optimum room temperature of 70°F and plank at a random length (at least 8 inches in length) and use it to start the next row. For tile jacent hardwood or laminate floors, expand and a humidity range of 30-50% is recommended. With respect to the substrate, all subfloors installations, always begin a row with either a contract, USFloors recommends leaving a ¼inch expansion gap between the perimeter walls must be dry, structurally sound, thoroughly full tile or a half tile so the joints are consistently and any adjacent hardwood floor. Note: Do not clean and level. Wood subfloors must be dry and staggered in a “brick work” type pattern. Reinstall COREtec Plus floors as a floating floor well secured. Nail or screw every 6 inches along member: Always begin each row from the same where it will be exposed to temperatures greater joists to avoid squeaking. If not level, sand down side of the room.

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innovation

Next-gen rigid cores expand the scope ven seasoned flooring executives are E stunned at the growth of the rigid core subsegment that burst onto the scene less than two

posite core construction. Viewed by many as a step up from solid LVT, SPC products feature a higher filler content years ago and has morphed into a super cell of and higher density without any foaming flooring. agent creating air bubbles in the When Jimmy Tuley, vice presi- By Ken Ryan core. The result is a thinner but dent, residential resilient business, harder and stiffer plank. These Mannington, visited Domotex Asia back in the products are primarily suitable where spring, he saw literally scores of new entries. higher indentation resistance is required “We saw combinations of wood on rigid core; and extensive exposure to sunlight/heat some with mineral core to give it different prop- can occur. erties. There is a lot of innovation happening. This broad definition does not stop The pace of change right now is just amazing— flooring companies from putting their unbelievable, really.” own marketing spin on their iterations. EarthWerks’ new Noble Classic Plus SPC line boasts Jeff Francis, hard surfaces resilient category For instance, FirmFit XXL from CFL an array of high-dimension oak patterns featuring manager, Shaw Industries, agreed, adding: “The boasts long and wide planks featuring embossed-in-register technology. rate of change in resilient rigid core is so signif- synchronized embossed-in-register icant it is challenging just to stay ahead of the technology. The product is dent resistpace. Based on the velocity of growth, I don’t see ant and sun proof, and is backed by warranties offering. “We’re not labeling the products, we’re it receding at all.” on performance on massive installation surfaces creating a good, better, best trade-up story,” he Francis sees rigid core continuing to take without use of transition moldings. explained. market share from soft surface as well as hard Enhanced realism is also one of the hallAs the category evolves, some foresee the surface—laminate, wood and even glue-down marks of EarthWerks’ new Noble Classic Plus WPC and SPC segments “splitting” as new techLVT. “We see growth accelerating, and in the SPC line, which boasts an array of high-dimen- nologies emerge to create separation. Case in next 12-24 months, even as fast as the innova- sion oak patterns featuring embossed-in-register point is Mannington’s AduraMax Prime, an SPC tion is coming, we see more of it.” technology. The lines comes in 8 x 48 planks as product targeted at the builder/multifamily segDavid Sheehan, senior vice president, prod- well as 9.5 x 60 tile for an even more dramatic ment. AduraMax Apex offers a long and wide uct management, Mohawk resilient, said he has appearance—each with cushion backing. plank and is embossed with a painted bevel. been astounded by the growth of rigid vinyl. “It Another illustration of the evolution in rigid Mannington also plans to launch Adura Rigid, is definitely a product that has become the dar- core construction is IVC’s Urbane, which will be an SPC with pad attached. “For the most part, ling of the industry. Just as LVT in general was part of IVC’s rebranded Waterproof Solutions these products are variations or improvements the go-to product for RSAs and dealers, rigid has display (the program replaces Moduleo). Ur- on LVT to solve very particular problems,” Tuley become that go-to product.” bane is a rigid offering that IVC expects will explained. The latest iteration of rigid core flooring— drive a lot of traffic and enthusiasm. Glass is Innovations in rigid core technology are solid polymer core, or SPC—is made of a com- used to make the product more dimensionally also emerging from the Mohawk camp. Starting stable. All three products are with SolidTech, its flagship line with less than suitable for three-season one full year in the market, Mohawk is readying rooms capable of handling ex- a slew of new rigid offerings from its U.S. protreme temperatures. duction facility that will be a fully integrated According to IVC, the aim rigid core plant. “Customers are getting in line is to communicate the inher- for this,” Sheehan said. “Mohawk has invested ent waterproof nature of the a huge amount of capital toward this category. offerings with the three-prod- We feel we have the right products and are pouct display that also includes sitioned well in each of our channels.” Horizon and Embellish. DeShaw Industries is another major supplier scribed as a classic flexible of- that has invested heavily in the rigid core busifering, Horizon is a 20-mil, ness. Floorté Pro, a new tile rigid core product, 4.5mm construction available launched with 20 SKUs. “There is a trend toin click and glue-down op- ward smaller grout lines, which we can do with tions. The trade up is Embel- this product,” Francis said, citing product attriblish, a flexible LVT that utes such as a lacquer bevel. “The response has Sheehan called a been great. This opens it up to mud rooms and Urbane is a rigid offering from IVC that contains very significant bathrooms.” glass particles in the product’s core.

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education

New MFA standard raises the bar downside to mass confusion, which can be an self-defined multilayer flooring products enopportunity for the well-informed salesperson tering the U.S. marketplace. “The MFA to get educated to help their customers make needed a standard to promote the industry at large, providing manufacturers and end users vinyl flooring category as well as clear up con- the right choice.” MFA is doing its part to fur- alike with an agreed-upon standard for multifusion for floor covering industry members. The group is well By Reginald Tucker ther that educational process by layer rigid polymer core flooring,” said Harlan ensuring that all players are—at Stone, president of the MFA and CEO of Halon its way to achieving those goals via the launch of a new standard as well the bare minimum—on the same page regard- stead International, parent company of the ing what constitutes these subcategories. To Metroflor brand. “With urgency on our side as a pilot certification program. Rigid core vinyl products have gained that end, the group recently looked to the and working hand in hand with our members massive market reception over the past few American Society for Testing and Materials and SCS, we achieved the format for certificayears. As a consequence of this rapid growth, (ASTM) to develop the criteria for baseline tion in record time—one year.” technological advancements and many new products in the market have contributed to significant retailer and consumer confusion. To that end, MFA has been working overtime to create established definitions for two commonly used acronyms in the waterproof resilient flooring segment: WPC and SPC. After multiple meetings and considerable industry consultation, the MFA board of directors unanimously agreed on how to define two category monikers used to describe rigid products in the multilayer vinyl flooring segment. WPC products—as MFA determined—represent the class of rigid vinyl flooring products with an expanded or foamed The Multilayer Flooring Association’s new standard aims to provide clear polymer core. Meanwhile, SPC products delineation between WPC (left) and SPC (right) product types. refer to the class of rigid vinyl flooring product attributes such as rigidity, surface MFA selected SCS, a leader in flooring products with a solid polymer core. “WPC products are typically quieter, wear layer, backing types and performance re- and sustainability certifications—and the enmore flexible, providing a good foot fall feel- quirements. This new ASTM standard, F3261- tity that manages the FloorScore program for ing as well as very realistic deep textured sur- 17, the Standard Specification for Resilient the Resilient Floor Covering Institute—to defaces,” said Peter Barretto, who serves double Flooring in Modular Format with Rigid Poly- velop this pilot and manage the program. SCS duties as president and CEO of Torlys and meric Core, was published several months ago. leveraged all synergies to launch and scale the marketing chairman, MFA. “SPC products According to Barretto, the new standard aims MFA program and collaborated with its memare harder and more dent resistant, but they to “verify the safety, quality, performance and bers to evaluate and approve independent testhave a different surface feel and sound to sustainability of multilayer flooring for all ing labs to be utilized by manufacturers. “The goal was to develop a program that them. The application and budget are the de- commercial and residential end users.” will communicate integrity, transparency and terminant factors for choosing a SPC or WPC independence to commercial and residential floor.” Pilot certification program lifts off WPC and SPC products may also entail The MFA didn’t stop at developing the first end users while fostering universal integration significant differences within each category, standard for the WPC and SPC categories. The of the multilayer flooring standard,” said Stani.e., the type of surface, the formulation of the association, with the assistance of SCS Global ley Mathuram, vice president of SCS. “Indecore, production methods and type of backing Services, also announced a new pilot certifi- pendent validation from trusted third parties are just a few examples of potential character- cation for new resilient flooring products in is crucial to its success.” As the WPC, SPC categories continue to istic differences. the multilayer format with rigid polymer “The different versions or hybrids of WPC cores. Focusing on performance and sustain- evolve—and as new technologies usher in varor SPC products offering multiple twists in ability, and by bundling existing standards, the ious iterations—MFA will adjust accordingly. core construction and wear layers—from collaboration has created an all-encompassing “The MFA is continuing to work on further wood to vinyl to laminate—are creating all platform for safety, quality, performance and establishment of ASTM standards for performance,” Barretto said. “Our goal is to enkinds of new opportunities for dealers to pres- sustainability. ent a wide range of features and benefits to The motivation for developing the certifi- able continued trust for consumers and end users,” Barretto said. “There is a definite cation resulted from the increasing flood of retailers in the growing rigid category.” he Multilayer Flooring Association (MFA) T was organized in 2016 to set performance and safety standards for rapidly growing rigid

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I 11

USFloorS

USFloors has enhanced its visuals through high-definition print décor films, EIR and enhanced beveled technology.

COREtec Still setting the standard in rigid vinyl flooring COREtec is the unquestionable market leader in the rigid vinyl category boasting 176 SKUs across 10 collections. COREtec protects against excessive wear, mold and mildew, and it is also 100% waterproof, kid-proof and pet-proof. It’s also easy to install. COREtec offers the consumer a floor that can truly be lived on. It

is the go-to brand in composite waterproof flooring because of the assortment of decors, visuals, plank widths and lengths, alongside its patented construction. “Over the last five years, the visuals have definitely improved,” said Piet Dossche, president of USFloors. “With high-definition print décor films,

embossed-in-register and enhanced beveled technology, COREtec sets the bar by which others are compared.” Why is WPC/SPC in such growing demand? It starts with the product’s beautiful designs and realistic decors, It is also a problem solver. COREtec combines great visuals with its ability to solve

problems that flexible vinyl (LVT) could not. The brand creates products that bring more value to the consumer and continues to lead the category by offering the look and feel of natural hardwood but in a waterproof option. “USFloors was a niche player in the industry, but a leader in the sustainable flooring category,” Dossche added. “COREtec changed the landscape entirely almost six years ago and propelled USFloors as the main player in the fastest growing category in the flooring industry. We disrupted the status quo and brought a product to market, which provided solutions other products were struggling with—the rest was history.”

points of interest •Plank widths vary from 5 inches to 9 inches, while lengths of certain products go up to 72 inches. •EIR technology and enhanced painted bevels create added realism and high definition. •COREtec collections are GreenGuard Gold Certified. •All COREtec products come with a lifetime structural warranty. •176 SKUs, 10 collections, and it’s still growing.

ChooSing the next winnerS USFloors’ product development team reviews hundreds of visual options before making final selections. The team keeps an eye on current trends but is not wedded to following them. USFloors/COREtec sets its own trends, and in doing so has made a mark for itself with many visual choices. For example, real hardwood visuals that are also 100% waterproof make this flooring option the optimal choice for any room in the home. COREtec floors are easy to install, require little or no subfloor prep and virtually no acclimation time. They can be installed over standard underlayment, concrete, old ceramic tile, wood or non-cushioned vinyl flooring.

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cali bamboo

Each Cali Vinyl Pro floor bears unique wood-grain embossing on the surface for realistic hardwood textures.

Cali Vinyl Pro Diehard durability, on-trend designs to match Cali Vinyl Pro delivers improved professionalgrade strength at a customer-friendly price. The collection is geared for commercial projects that demand steadfast, 100% waterproof durability, and can be installed and cleaned quickly and easily. With an extra DIY-friendly design and beautiful hardwood imagery, this

LVP is also ideal for inhome applications and comes backed by a 50year residential warranty. Cali Vinyl Pro derives its more muscular construction from GeoCore—an SPC backbone of limestone composite that delivers a stronger rapid locking system that allows the flooring to be laid in half the

time compared to traditional click-lock planks. Thanks to this fortifying layer, no acclimation or transition pieces are required, and planks can be floated or glued right out of the box. “This tough little LVP is a great example of how, as an omnichannel manufacturer, we're able to listen to and directly address

the demands of both the homeowner and the commercial installer,” said Doug Jackson, CEO, Cali Bamboo. “Cali Vinyl Pro offers diehard durability in restaurants, storefronts and gyms, but also has the ontrend colors and DIY-friendly design that our residential customers love.” Designed with the commercial installer in mind, Cali Vinyl Pro planks are shielded by a 20-mil, scratchresistant wear layer, ideal for spaces with heavy traffic, large pets and industrial wear and tear. The GeoCore spine provides greater dimensional stability, which means less movement. It also resists indentation from high heels, pet claws and furniture.

features and benefits •100% waterproof •Zero acclimation •Rapid locking system •20mil industrialgrade wear layer •GeoCore stability •HiFi imaging •Double the variety •50-year residential and 15-year commercial warranties •Planks are 48 inches long, 7⅛ inches wide, and 5½mm thick

BREaTHE Easy wITH a LEaNER, mEaNER pRODUcT Cali Vinyl Pro owes its superior strength to GeoCore. This bedrock composition translates to 50% better dimensional stability and improved telegraphing protection over uneven subfloors. What's more, improved HiFi Imaging technology delivers richer colors and even more intricate detail. Each Cali Vinyl Pro floor bears unique wood-grain embossing on the surface for realistic hardwood textures. Beyond style, Cali Vinyl Pro is made without harmful toxic airborne chemicals and is safe for hospitals, homes, children and pets. Both the flooring and the facility where it is manufactured have received FloorScore Certification from SCS Global.

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cFl

FirmFit’s XXL collection features an ultra-realistic synchronized grain surface texture.

FirmFit XXL Fit for when life happens Since its launch in 2016, FirmFit has created a great deal of excitement in the industry, and its performance is proven. Going forward, FirmFit aims to take the resilient category to new levels. “FirmFit is truly unique,” said Thomas Baert, president of CFL. “While most competitors have been

focusing on wood plastic composite (WPC) versions, FirmFit has developed its own proprietary components and is quickly growing in popularity as a preferred option in the multilayer flooring category, thanks to its wildly improved stability, impact resistance features and marketing efforts

supporting the brand online and offline.” CFL’s customers would agree. “FirmFit understands the U.S. distribution market, and the success of our FirmFit product introductions has been outstanding,” said Eddie Vaughn, resilient product manager at BPI. “FirmFit continues to offer more unique features

such as the FirmFit XXL collection with its EIR, long planks and enhanced custom bevels. The innovative product development that crosses several different categories has made FirmFit a great partner for us.” FirmFit strives to be the strongest waterproof floor—fit for when life happens. This claim is backed by performance warranties on installation surfaces without the use of transition moldings. It also performs in hot, cold, active or wet conditions. Furthermore, FirmFit is 100% waterproof, GreenGuard Gold certified and comes with an enhanced surface treatment resulting in antibacterial features for comfort and safety.

what makes it special •XXL collection is available in long and wide planks with synchronized grain surface texture. •Custom shapes and sizes available. •Warrants installation on large areas without T-moldings •Warrants installation in three-season rooms or sunrooms •Anti-bacterial surface treatment adds security • Pet stain warranty covers accidents •Waterproof and GreenGuard Gold certified

ShapeS and SizeS galore Launched in 2016, FirmFit is already seeing market success. The company is now aiming to bring to market new and fashion-forward designs in custom formats. One example of this is the new FirmFit XXL collection, with its ultra-realistic synchronized grain surface texture, easy-to-install click herringbone pattern and XXL tile formats.

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EarthWErkS

EarthWerks’ waterproof core provides the authentic look of hardwood and stone.

Waterproof CORE collection where high performance meets top-notch design The CORE collection from EarthWerks encompasses all of the company’s waterproof, multilayer click products, all within the same rigid segment.

This 36-SKU assortment encompasses 12 x 24 tiles and 7 x 48 planks as well as the new 72inch-long, EIR, painted bevel and cushion-

backed Parkhill Plus XXL. This complete collection is suitable for any décor—residential or commercial—and features 2G fold-down click installation and Tuff

Shield for superior performance. EarthWerks’ WPC is made with the utmost care for quality and execution. The 2G installation method offered with Parkhill and Sherbrooke is intended to ensure a stress-free installation with a locking system that lasts. This waterproof core gives users authentic hardwood and stone flooring along with the versatility, performance and easy maintenance of vinyl. The registered embossed feature provides an extra option when selecting a floor—waterproof planks that resemble the natural character, coloration and sheen of real hardwood flooring. The authentic looks in this collection are ideal for any taste.

covering the bases •New Parkhill Plus XXL comes in a 7mm x 20-mil format. •Features include EIR, cushion backing, painted bevel and 9 x 72 planks. •Parkhill is a 6mm x 20-mil product available in 7 x 48 and 12 x 24 formats. •Sherbrooke is a 5.5mm x 12-mil product available in 7 x 48 planks. •100% waterproof •Matching moldings available for every SKU •Tuff Shield technology for superior protection

a proven leader Style, service and availability make EarthWerks WPC a leader in the industry. With more than four decades of experience in the resilient category, EarthWerks’ products stem from the company’s core. Its products are made to perform and designed to last, the result of looking all over the globe to find quality products to provide customers with long-lasting beauty and durability. Headquartered in Houston, EarthWerks is a division of Swiff-Train Company. This combination of manufacturer and distributor provides the best understanding of the industry and allows the company/brand to service its customers so they can reach their utmost potential.

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E A R T H W E R K S®. POWERFUL PERFORMANCE S T E M S F R O M T H E C R E.

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ENGiNEErED FloorS

Engineered Floors’ Revotec is a patented floating floor that is quiet underfoot due to an acoustical attached underlayment.

Revotec, Triumph wpC newcomer makes strong opening statement Engineered Floors’ new hard surfaces division didn’t fool around in launching its new waterproof collections, Revotec and Triumph. The first, Revotec, is a patented floating floor technology that mimics ceramic tile or stone. The innovative

collection features an embedded, realistic grout line. What’s more, installation is fast and easy as there is no need for backer boards, separators, buckets, sponges, etc. This is a simple droplock-click installation that can go over most existing hard surface

floors, thereby eliminating the need for demolition. Furthermore, Revotec is warm to the touch, the grout line is stain resistant and it is quiet underfoot due to an acoustical attached underlayment. Triumph, the second collection,

offers the latest wood visuals in a comprehensive array of engineered, waterproof floors with a highdensity rigid core. “Our focus is on LVT and, in particular, engineered waterproof flooring because it’s what consumers want,” said Ana Torrence, hard surface category manager. “Our strength is bringing solutions to the market that offer real value. Revotec’s launch has been focused on providing a better offering in tile with a floating floor that has a realistic grout line. Triumph’s rigid core provides the right balance of comfort underfoot, exceptional visuals, dimensional stability, and superior indentation and scratch resistance.”

odds and ends •Revotec comes in 12 colors in three styles; multiple sizes range from 6 x 24 to 12 x 24 panels as well as larger formats. •Triumph boasts 42 colors in five styles; multiple sizes, including 6 x 48, 7 x 48 and 9 x 72, are available. •Both collections are 100% waterproof. •Color-matched trims and moldings accent any installation. •Easy to uninstall and replace with a new color when trends change.

‘eye’ on teChnology One of the most unique aspects of both collections isn’t the product itself, but the technology that is offered to flooring dealers who sell Engineered Floors hard surfaces products. EF-Eye Visualizer is a tool that allows users to take a picture or upload an image from their electronic device and drop in their “favorite” products folder. The tool allows consumers to see exactly what a product will look like in their home. RSAs can use this as a selling tool that reassures their customers they are making a more confident, informed decision, which can accelerate the purchasing process. Eye Visualizer can be found online at efhardsurfaces.com.

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FUSioN

The Fusion Hi-Traffic collection resists everyday scuffs and scratches.

Fusion all things built to last The Fusion collections from USF Distributor, the wholesale division of USFloors, are examples of engineered vinyl floors that are built to last. Fusion, with COREtec technology, provides the solution for anyone looking for an eco-friendly waterproof floor that is

easy to install and clean. The famous COREtec technology is a 100% engineered composite that is extremely dense and stable—in other words, it will not contract or expand. These floors resist spills of any kind, making the cleaning and everyday

maintenance plain and simple. Spilled water on the floor while cooking? Dirty football uniforms after a game? Kids running around with their water guns? The dog making a mess while drinking? No worries. The decors in the Fusion Enhanced collection feature an

enhanced painted bevel for an even more realistic wood or stone look. Fusion Enhanced planks and tiles also come with an attached underlayment that provides additional warmth and better sound. These new features make Fusion not only beautiful, but also easy to live on. The Fusion HiTraffic collection is ideal for commercial and residential applications. The planks in this collection resist everyday scuffs and scratches and are backed with a 15-year heavy commercial warranty. Fusion HiTraffic floors do not compromise. In fact, they are perfect for any space, including kitchens, bathrooms, restaurants or office spaces.

features and benefits •Fusion Planks measure 6 inches wide x 6.5mm thick and come in random lengths of 18, 30 and 48 inches. •Fusion Tiles measure 12 x 24 x 6.5mm, while Fusion Max measures 7 x 71 x 6.5mm and 18.5 x 24 x 6.5mm plank and tile sizes, respectively. •Fusion Summit offers 7 x 48 x 6.5mm planks and 12 x 24 x 6.5mm tiles •The core does not expand or contract; thus, no need to acclimate. • Click system negates need for transition strips.

a turnkey Solution The Fusion brand from USF Distributor is an extensive collection of WPC products available exclusively through distribution to the dealer base. It is a turnkey line that offers numerous distinct colors, sizes and textures. By using original COREtec technology, and being a GreenGuard Gold-certified product, it gives retailers the assurance of quality and style their consumers are looking for. Products come in a variety of sizes and formats to accommodate virtually any design scenario.

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iNhaUS

Sono employs a manufacturing process called Ceramin, a homogeneous makeup of ceramic powder and polyolefin.

Sono innovative, non-pvC composite flooring Sono is the result of uncompromising technical development and a deep-rooted desire to create something better for customers and the environment alike. The innovative product uses a unique manufacturing process invented and patented by Classen called Ceramin—a homogeneous makeup of ceramic powder and polyolefin—with no

other additives. The ceramic powder used is a locally sourced, natural, uncontaminated mineral and the polyolefin is highly durable, safe (it is often used in the medical field, in fact). The two products are tightly bonded using a nonextrusion, low-temperature process that melts the material together without causing internal

pressure, resulting in a dimensionally stable finished product. This simple makeup is the fundamental difference between Sono and competing products. The manufacturing process behind Sono is free of PVC, formaldehyde, chlorine, phthalates and plasticizers, and the finished product is 100% recyclable and waterproof. The

combined properties of Ceramin have proven to deliver an all-around, higher-performing product, including enhanced fatigue resistance, elasticity, toughness, chemical resistance and dimensional stability with no warping or gapping in even extreme indoor environments. Regarding installation, Sono is a true score and snap product and can also be cut with standard saws for wooden flooring. It uses the Classen patented Megaloc installation system, which can be angled and dropped into place for easy installation and can be installed in larger spaces without transitional moldings. Sono’s composition is both safe and completely waterproof.

reasons why it stands out •Patented Megaloc system provides secure installation. •HD direct-to-core digitally printed visuals convey realism. •PVC-free ceramic composite core is both safe and sound. •AC5 wear rating for commercial specs. •100 x 100-foot room installations possible without T-moldings •GreenGuard Gold certified for indoor air quality. •26 SKUs cover plank and tile designs. •MSRP: $5.99 per square foot

Safe, Strong, viSually appealing Sono is distinct from other plastic-based products due to its innovative production process and selection of raw materials. The result is a homogeneous product that is highly stable and eliminates the use of other additives such as PVC, formaldehyde, chlorine, phthalates and plasticizers. Sono is made via a one-step process featuring Classen’s Ceramin technology. It is then finished with high-definition digital printing and a robust, lacquer-based wear layer. Beyond performance, the product also scores points in the aesthetics department. Thanks to HD direct-to-core digitally printed visuals, Sono delivers ultra-realistic wood and stone prints.

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i4F

3L TripleLock, I4F’s one-piece, drop-lock system for the short side, enables faster installations.

3L TripleLock watch installation problems disappear Over the last few years, the global flooring industry has witnessed the introduction and rapid growth of new product developments and innovations. WPC products featuring locking systems is one of these fast-growing categories and, together with LVT and SPC, continues to gain an increasing share of the overall flooring market. This growth is attributed to the characteristics of WPC that deliver high-quality,

robust products suitable for both residential and commercial applications. “Because of the rigidness of WPC, old locking systems like an angle/angle make installation unnecessarily difficult and customer unfriendly,” said John Rietveldt, CEO of I4F. “Installation problems disappear with 3L TripleLock, I4F’s onepiece, drop-lock system for the short side. Thanks to its easy

installation system and proven technical performance on all types of flooring, the solution is fast becoming the market standard as the preferred choice of installers and consumers.” Speeding up market penetration considerably is the fact that, unlike some folddown systems, 3L TripleLock eliminates the need for any inserts. More importantly, the system

has been tried and tested by the world’s leading global flooring manufacturers. 3L TripleLock is suitable for existing high-speed production lines, meaning manufacturers can also improve their productivity levels while reducing their costs and carbon footprint. “The easy installation of WPC with 3L TripleLock is opening up further growth opportunities in DIY,” Rietveldt added. “Professional installers are promoting it because time is money, and with our system they can simply lay more square feet of flooring per hour, up to 30% more, in fact. That makes for a compelling reason to choose 3L TripleLock on any floor panel.”

what makes it ‘click’ •Unique, one-piece, drop-lock system provides secure connection. •System allows up to 30% faster installation times than basic click systems. •Locking innovation addresses shortcomings on panel short side. •Enhancements negate the need for additional inserts. •Suitable for highspeed machines •No special tools required for installation. •Construction prevents squeaking

triple the optionS 3L TripleLock differs from other drop-down systems because it incorporates three locking moments into the profile that dramatically strengthens the vertical locking vs. comparable systems—all without sacrificing ease of installation. This is important because the market for these relatively new WPC products is still maturing and being established with industry associations prescribing technical standards where products need to adhere. This includes predefined standards in terms of vertical locking strength, climate chamber and castor chair tests. 3L TripleLock offers the right solution for now and the future.

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karNDEaN

Karndean’s Korlok Select features the added security of the HoldFast 5G drop and lock mechanism.

Korlok the total solutions package Korlok, a premier waterproof expanded core floor, hides subfloor imperfections and combines Karndean Designflooring’s original and intricate visuals with layers of premium performance. Korlok can be installed over most existing hard floors and imperfect subfloors with minimal preparation and without adhesive. The

product also includes a pre-attached acoustic foam backing that saves on valuable time and labor costs. Ideal for upper levels in the home, Korlok reduces noise transfer by 22dB (IIC 68). Korlok is finished with the tried-andtested K-Guard+ surface protection, which provides a hygienic and durable finish and will not turn

white when scratched or leave stress marks when handled. Korlok is available in two specifications, both of which feature the aforementioned benefits but in different sizes, visuals and locking mechanisms. Korlok Reserve provides the patented and proven performance of a 2G locking system in a standard 48 x 7 plank,

while 56 x 9 planks in the award-winning Korlok Select line are secured in place with the HoldFast 5G locking mechanism. Both the HoldFast 5G and 2G locking mechanisms facilitate a quick and easy installation. Karndean Designflooring is known for industryleading, unique visuals—and Korlok is no exception. Designs in this collection were developed from North American and European woods, including Texas ash, French oak, Oregon oak, butternut, English oak, pine and walnut. Flooring dealers can sell a Karndean wood visual taken from a 17th-century French chateau that can withstand everyday life at a price customers will appreciate.

finer points •Korlok Select comes in 56 x 9 planks, while Korlok Reserve is offered in a 48 x 7 format. •5G HoldFast locking mechanism is available on Korlok Select; the 2G locking mechanism is featured on Korlok Reserve. •Product boasts a 20-mil wear layer in a 6.5mm thickness. •HoldFast lifetime residential warranty is offered; a 15-year HoldFast commercial warranty covers nonresidential applications.

SpeCial k At 6.5mm, Korlok achieves industry-leading performance results in a thickness that installers can cleanly score and snap. Korlok’s proprietary expanded core, “K-Core,” is waterproof, 100% PVC and does not contain any wood flour or pulp. The pre-attached acoustic foam backing will not flake apart on the job site, allowing for a clean, mallet-free installation. Plus, its closed-cell vinyl composition resists the growth of mold, mildew and bacteria. Korlok Select features the added security of the HoldFast 5G drop and lock mechanism, backed by the HoldFast lifetime warranty—which guarantees securely locked planks will stay together at the end seams.

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maNNiNGtoN

Durability is one of AduraMax’s strengths, thanks to its patented ScratchResist with aluminum-oxide surface protection.

AduraMax, AduraMax Apex Consumers rave about ‘tap-dance-friendly’ floors Mannington now has two WPC product lines to offer dealers: AduraMax, the floor retailers have come to trust; and AduraMax Apex, its new, highstyle, on-trend WPC offering. AduraMax is available in popular decors and features the company’s HydroLoc waterproof core—making it ideal for any room. Planks can be installed quickly

on all grade levels and over most existing floors and subfloors. The result is a striking, durable, quiet and comfortable floor that can be enjoyed right away. Featuring the company’s patented ScratchResist technology with aluminum-oxide surface protection, AduraMax can stand up to the most active households while

offering a generous wear, scratch and stain resistance guaranty. AduraMax Apex is high style that’s also designed to be worryfree. In-demand styles, contemporary colors, trendy long and wide planks, variable width planks, embossed-in-register detail and painted bevels draw the customer’s attention. Apex takes the waterproof core and

sound-dampening construction from AduraMax and adds another level of style and sophistication. See what consumers are saying about these floors: “Great color, great feel, great floor! I love it!” @blue_eyz13 “We finally replaced our carpets with something that caters to our lifestyle. Waterproof, scratchproof and tapdance friendly.” @jeannieologie “I loved it so much that we used it in our entire home. The color is perfect, doesn’t show every piece of dust/lint. And it’s very durable and easy to clean. We have it in our kitchen and bathroom as well. Obsessed with this flooring!” @kikileehome

Key selling points •All-in-one flooring system •Maximum performance •Dampens sounds by 30% •Easy to install •ScratchResist technology provides surface protection. •AduraMax is expanding to over 80 colors. •All products are available in either traditional glue-down LVT or a rigid core construction. •AduraMax Apex includes 24 colors in on-trend looks.

lookS and quality Mannington is known for its style and design and has gone to great lengths to make all of its AduraMax floors authentic and realistic. AduraMax Apex has long, wide planks, variable width planks, offers embossed in register and has painted bevels. The AduraMax brand is also one that consumers know and trust. These waterproof offerings are made to the highest quality standard and are all supported with a limited lifetime residential warranty and a 10-year light commercial warranty, thereby providing peace of mind for end users. .

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marqUiS

Williamsburg, Marquis’ leading WPC product, is known for its multiple-width design.

Williamsburg, Geneva Quality is job No. 1 Marquis Industries has always been a leader in quality, value and design since its inception in the mid 1990s. As a carpet manufacturer, this same philosophy was applied to hard surface production when the company seized this burgeoning opportunity. Marquis’ initial foray into hard surface manufacturing

was 13 years ago, when it developed engineered woods, then LVP, followed by WPC and now rigid core products. The company is now entirely into WPC and rigid core waterproof flooring and has enjoyed success with its distributors, dealers and commercial accounts. Why? Attention to

quality, costs and design. When it first decided to expand into hard surface products, Marquis looked at the most respected competitors in the industry and instituted some of the same policies and procedures in manufacturing. “We have a technical department that is keeping up with

all product laws as well as programs to test on a continuous basis to ensure the quality our customers expect,” said Chet Graham, president. “We work closely with designers to ensure our customers will be afforded the latest in design and color.” Graham noted that while it is good to see the industry pushing the innovation envelope when it comes to hard surface products, Marquis Industries’ approach is not to jump on the bandwagon until quality is proven. “We continue to test and retest until the product is right,” he explained. “That, I think, is one of the reasons our partners stick with us and are, most importantly, very successful.”

odds and ends •Williamsburg and Geneva are constructed in a 7.25 x 48 format, addressing the long/wide trend. •A 20-mil wear layer on each product provides heft. •Wear layer is infused with aluminum oxide for greater scratch resistance. •25-year residential wear warranty helps reassure end users. •Lifetime structure warranty speaks to product quality. •Closed-cell attached cushion provides comfort underfoot.

sOFTER cUsHION aDDs cOmFORT Williamsburg, one of Marquis’ highly successful WPC products, was introduced three years ago after a discussion with a designer and manufacturer about a different look in a multiple-width designed pattern for WPC. The company’s designers also put an IXPE, closed-cell attached cushion on the product. Piggybacking on the success of Williamsburg is Geneva, which was introduced during Surfaces as a smaller scale version of Williamsburg. Geneva comes in a rigid core construction with an IXPE cushion. To date, the product has been met with the same enthusiasm and acceptance as Williamsburg.

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mEtroFlor

Engage Genesis’s new FX3 surface protectant provides the ultimate in abrasion resistance.

Engage Genesis Feature-rich differentiation Metroflor’s Engage Genesis—which features the company’s proprietary Isocore technology in a foamed, expanded and rigid core product—is continuing to make strides with new technology. More importantly, it provides retailers with featurerich differentiation in a crowded WPC market. While more WPC flooring products than ever feature benefits such as resistance to

water, mold and staining, Metroflor’s new technology delivers these features compellingly and competitively. Engage Genesis’ new FX3 surface protectant delivers superior performance. The enhanced polymer finish provides the ultimate in abrasion resistance—even steel wool is no match. In fact, the wear layer resists more than 20 common household

stains for easy cleanup. Ultra-Fresh treatment provides anti-microbial protection both on the surface and beneath the floor’s underlayment to inhibit the growth of mold, mildew and the resulting stains and odors. Independent, thirdparty lab testing supports Metroflor’s position as the performance specialists. A video series on Metroflor’s

YouTube channel visually demonstrates the product’s superior and tangible performance to retailers and consumers who can watch how mold, stains and scratching are no match for Engage Genesis. On the design front, Engage Genesis WPC offers more realistic plank definition thanks to an accent bevel. This evokes the look of a true bevelededge, natural hardwood floor. Various coordinating moldings and transitions complement any Engage Genesis WPC floor. And thanks to the new DropLock 400 technology, specialty patterns such as herringbone or 24 x 24 square tiles in a checkerboard pattern are easily achieved.

THE REsULTs aRE IN Metroflor set out to prove the superiority of Engage Genesis compared to other WPC product offerings through independent, side-by-side testing. Thanks to its Ultra-Fresh protection, Engage Genesis outperformed the leading competitor’s WPC product in inhibiting mold growth both on the surface and beneath the premium underlayment. Ditto on the stain-resistance front; thanks to its FX3 surface protectant, even permanent marker stains disappear without a trace. The FX3 advanced polymer finish also provides the ultimate in abrasion resistance.

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what makes it special •FX3 formulation resists over 20 common household stains. •Ultra-Fresh treatment provides anti-microbial protection both on the surface and beneath the floor’s underlayment. •DropLock 400 technology brings heightened design opportunities to Engage Genesis products. •Coordinating moldings, transitions and stair nosings complement the flooring installation. •“Painted” complementary accent bevels provide more realistic plank definition.

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mohaWk

SolidTech can be easily installed at all angles, thanks to Mohawk’s Uniclic MultiFit technology.

SolidTech durability for all walks of life SolidTech combines Mohawk’s superior product engineering process that delivers unmatched strength, durability and cleanability with a range of stylish real hardwood and tile options that are ideal for any room and project. Featuring Mohawk’s Uniclic MultiFit technology,

SolidTech enables easy installation at all angles for flawless results. SolidTech also proves it can perform under the heavy traffic of daily family life. In fact, SolidTech features Mohawk’s All Pet Protection & Warranty covering all pets, all accidents, all the time. “SolidTech is the only vinyl brand on the

market today that has actually outmatched the power and devastation of a hurricane,” said Angela Duke, director of brand marketing, Mohawk. “The same engineering design expertise that created a waterproof and stain-resistant system capable of withstanding family life with kids and pets

running through a home on a daily basis demonstrated an entirely new level of product superiority by surviving a flood that was the result of Hurricane Harvey.” For retailers and their customers, SolidTech is an innovative solution engineered by Mohawk. It provides the kind of strength, durability and style that consumers demand in today’s market. It is the kind of product, with its ease of installation, that offers a long list of features and benefits valued by retailers and consumers alike. SolidTech has quickly earned a favorable reputation among end users as a respected vinyl product within the floor covering industry.

standout attributes •Rigid core construction provides maximum stability. •100% waterproof protection against spills and stains •Lifetime moisture warranty protects against household spills and wet maintenance. •Extraordinary resistance to scrapes and scuffs •Mohawk’s Uniclic MultiFit technology provides simple, flawless installation. •Mohawk’s All Pet Protection & Warranty covers all pets, all accidents, all the time.

hurriCane proof SolidTech’s rigid core construction is 100% waterproof, ensuring its ability to perform in any room. This attribute has been put to the test. For example, the devastating aftermath of Hurricane Harvey proved to be no match for the strength, stability and versatility of SolidTech. When Harvey made landfall heading toward the Houston area in late August of 2017, the Category 4 storm impacted 13 million people. Flood waters rose to more than 4 feet in some areas. As a cooking school at one of Houston’s model home parks looked to recover from the water damage, officials were amazed to learn that Mohawk’s SolidTech flooring was still in excellent condition.

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NovaliS

Serenbe HDC, from the NovaFloor line, is distinguished by crackled timber and stenciled concrete lace.

NovaFloor a complete portfolio of solutions For 30 years, Novalis Innovative Flooring has led the development of LVT—from its first container of flooring from China to today’s comprehensive assortment of WPC product. In its NovaFloor line, Novalis offers three robust collections that define the rigid core category with planks and tiles in a variety of wood, stone and concrete looks. “Our approach has

been to offer dealers a complete portfolio of rigid core solutions for their customers,” said Steve Ehrlich, vice president of sales and marketing. “Within each of those solutions are various styles and looks that are unbeatable.” NovaCore HPC is the Novalis collection that fits the WPC product classification and is made in 16 SKUs consisting of 6 x 48

planks and 9 x 60 extralarge planks. All are installed with the NovaClic Fd locking profile and carry lifetime residential and 10-year light commercial warranties. The manufacturer’s Serenbe HDC and Lyndo HDC collections are SPC products. Serenbe HDC is equipped with an attached foam sound barrier underlayment and enhanced

protection with NovaShield finish to protect against scratches, stains, scuffs and abrasions. “Serenbe was introduced this year and the reception has been beyond expectations,” Ehrlich said. “With Serenbe HDC, dealers can offer a true, design-oriented flooring solution with 24 SKUs in unique sizes, marble looks, crackled woods and stenciled concretes.” Serenbe carries lifetime residential and 10-year light commercial warranties. Lyndon HDC, one of the most popular and affordable NovaFloor collections, is available in eight SKUs of 6 x 48 planks with click installation and 15-year residential and five-year light commercial warranties.

the specifics •Three complete rigid core collections (Lyndon HDC, Serenbe HDC and NovaCore HPC) expand end-user options. •Two rigid core technologies (WPC and SPC) cover the gamut. •48 wood looks along with stone and concrete visuals are available. •Superior NovaShield finish protection available on Serenbe HDC •12 x 24 and 12 x 36 tiles available on Serenbe HDC •9 x 60 planks offered in NovaCore HPC

eaSy aS ‘3, 2, 1’ NovaFloor offers dealers a difference in WPC sales potential with its unique three-two-one approach. Novalis starts with three complete collections designed to excite customers with the variety of wood, stone and even concrete looks to complement the rigid core installation advantages. Next, NovaFloor offers a choice of two quality core technologies: high performance core (HPC) and high density core (HDC). Finally, NovaFloor WPC and SPC products are from one world-class brand with over 30 years of LVT innovation experience and leadership.

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ProvENza

MaxCore features high-definition designs for realistic wood visuals.

MaxCore luxury vinyl planks that inspire great design Provenza Floors has built its reputation in the design of unique hardwood products that exceed the demands of builders, architects, interior designers and residential consumers. Its MaxCore luxury vinyl plank takes that industry experience to a new level, offering 100% waterproof floors that feature unique patterns, micro

and painted bevels. In addition, variation between planks results in a real wood visual effect that meets the style requirements of today’s flooring consumers while also offering a highly durable, easy-tomaintain floor that can stand up to busy households. All MaxCore LVP products are environmentally

friendly and GreenGuard Gold certified, ensuring the product has met some of the world’s most rigorous and comprehensive standards for low emissions of volatile organic compounds into indoor air. Provenza’s MaxCore LVP products feature an engineered solid core for maximum impact, dent resistance and stability

combined with its LVProtec finish. This aluminum oxide finish has ceramic bead technology in a thick, 20-mil wear layer. The result is superior protection against stains, scuffs and scratches. An IXPE, non-recycled attached rubber pad offers added sound dampening, resists moisture underneath and can hide minor subfloor imperfections. The MaxCore LVP Moda Living collection features a wide plank in long, random lengths up to 72 inches and boasts 14 contemporary colors. Its Uptown Chic collection offers a wide plank in a fixed length of 48 inches and 29 colors, including some with a unique painted floor design.

standout features •Provenza MaxCore is GreenGuard Gold certified and 100% waterproof. •Exclusive highdefinition, hand-picked designs convey realistic wood visuals. •MaxCore LVP technology is engineered for maximum impact and dent resistance. •LVProtec aluminum oxide finish with ceramic bead technology provides protection against stains, scuffs and scratches. •IXPE, non-recycled rubber attached pad resists moisture underneath.

experienCe makeS all the differenCe Provenza Floors is highly regarded for its attention to detail when it comes to great design in hardwood flooring products. Industry experience and innovation is reflected in its MaxCore LVP collections, which offer durable, easy-to-maintain, waterproof flooring without sacrificing style and design. Its MaxCore LVP Moda Living Long Plank and Uptown Chic collections have been a hit with consumers, and Provenza plans to follow up on that success with its own exclusive luxury vinyl plank patterns and designs in the third quarter of 2018. The offering will feature 40-plus unique colors/designs in wide and longer planks with a thick 20-mil wear layer.

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raSkiN

Acrylx features Raskin’s G55 advanced ceramic coating system, which means no waxing or buffing for easy maintenance.

Acrylx Solid-surface, waterproof flooring that stands apart from the pack With decades of history in vinyl flooring, Raskin Industries is always on the cutting edge of product innovation. One of the company’s latest products, Acrylx, is a solid-surface, waterproof floor. Since 2017, the line has expanded and now comprises Premier Home, Premier XL,

Premier G-Core XL, Select, Select XL and Premier Home Tile. A differentiator that’s consistent across the entire Acrylx collection is the high-density core made of pure materials and minerals that are tightly bonded with polymers to create a solid middle layer that is 10 times more impact

resistant—and 50% denser—than some competing products on the market. Acrylx will not cup or warp in the face of temperature changes, nor will it telegraph subfloor imperfections, thanks to its proprietary, solidsurface technology. Acrylx is suitable for both residential and commercial

applications, due to the strength of a patented interlocking system, exceptional durability and minimal subfloor preparation requirements. Varied needs and budgets can be met due to different options available. The latest introductions to the collection, Select, Select XL and Premier Home Tile, take Acrylx to the next level with additional sizes, widths and visuals. Acrylx’s solid core layer, which is fused in temperature-controlled high heat, creates a more stable product with a stricter gauge tolerance. It also features the company’s G55 advanced ceramic coating system, which means no waxing or buffing for easy maintenance.

points of distinction •Michael Raskin creates the designs himself, gathering his inspiration from various destinations around the globe. •Premier Home is available in eight oak and distressed wood grain designs on 6 x 37 planks with a 12-mil wear layer. •Premier XL is offered in four wood grain visuals; planks measure 9 x 60 with a 4.5mm gauge and 20-mil wear layer. •Premier G-Core XL adds GCore soundabatement backing for added acoustical absorption; available in a 9 x 60 plank with 20-mil wear layer.

the ConStruCtion iS the differenCe Acrylx’s solid core maximizes dimensional stability, controls shrinkage and expansion and is waterproof. On top of that is the virgin vinyl layer, which helps balance the print film directly above it and enhances durability. An embossed wear layer, which covers the high-definition printed film, delivers realistic texture and sheen. Meanwhile, a balancing layer at the bottom of the plank helps stop cupping and curving. “Our product uses pure vinyl, which is important for stability,” said Michael Raskin, CEO. “WPC and SPC do not have a balancing layer. Unlike WPC, there is no adhesive that bonds the LVT top to the core. Heat pressure is applied for a more secure bond.”

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SEtaGriP

SetaGrip is a completely new concept for the installation of floors without adhesives.

NuFlors’ SetaGrip Biomimicry-inspired vinyl flooring aims to ease installation NuFlors’ new patentpending product, SetaGrip, is changing the entire vinyl flooring industry. SetaGrip technology is biomimicry-inspired, looking to nature for solutions. It’s no secret the greatest innovations come from nature. Nature has inspired solutions for everyday challenges including those in design.

Scientists have studied the feet of geckos and have found they contain physical properties that promote stickiness that allow geckos to hang in precarious positions, yet easily release when they are ready to move again. Much like the gecko that can adhere to almost any surface using hair-like bristles called setae,

SetaGrip utilizes a similar concept with its patent-pending, vacuum-suction layer included in its six-layer technology. SetaGrip flooring is sound insulated, waterproof and features a patented white ceramic in its core to provide extra dimensional stability. “SetaGrip is the world’s first true hybrid, glueless

system,” said David J. Kim, NuFlors managing partner. “The technology behind this new, all-inone solution allows for adhesion just as well as traditional gluedown methods without the use of an adhesive. Quick-install products such as loose lay and click cannot match the value of this technology." SetaGrip resists delamination in direct sunlight, popping and lifting even when subjected to high traffic and rolling loads. With SetaGrip technology, NuFlors introduces a floor that is adhesive free, click free, tape free and hassle free. Installation has never been easier or faster. SetaGrip is also reusable, sustainable and safe.

key selling points •7.25 x 48 planks offered in 4mm or 5mm styles •18 x 18 tiles available in 13 SKUs with 4mm and 5mm versions offered. •Easy installation— no adhesives, click mechanics or vinyl glue needed. •Installs right over almost any flooring •Waterproof, doesn’t promote mold or mildew growth, won’t trap pet dander and other allergens. •Cleans easily with a wet Swiffer or mop and vacuum. •100% virgin vinyl construction

no adheSiveS needed SetaGrip is a completely new concept for the installation of floors without adhesives. The SetaGrip technology system includes a patentpending, vacuum-suction layer that uses vacuum, negative fluid pressure and millions of microscopic suction cups to securely adhere any object to a flat, non-porous surface. When the flooring is pressed against a flat surface, millions of miniature suction cups create a large vacuum, generating a strong bond that can hold a tremendous amount of weight. SetaGrip’s technology is the ideal solution for both DIY or professional installations where quick and simple installations are needed.

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ShaW FloorS

Titan HD Plus makes a bold statement with oversized planks and distinct color variation to mimic natural wood.

Floorté Titan HD Plus the style you want, the performance you need The name Floorté is synonymous with waterproof, durability and design. Titan HD Plus, a new addition to the Shaw Floors Floorté product line, offers a beautiful wood

look with the convenience and simple maintenance of waterproof vinyl. Titan HD Plus makes a bold statement on the floor with oversized planks

and distinct color variation to mimic natural wood. Available in 10 colors, it features high-definition printing with embossed-inregister (EIR) technology and accent

bevels. Planks measure ½ inch thick x 9 inches wide x 72 inches long, making Titan HD Plus ideal for open concept spaces. Titan HD Plus will also withstand heavy foot traffic and is suitable for residential use and light commercial applications. It is a prime flooring solution for renovation and restoration projects where door casing and trim requires a ½-inch product. Engineered for easy installation with a Fold-N-Tap locking system, this product is also 100% waterproof for use in highmoisture environments such as basements, bathrooms, etc. The attached pad features Soft Silence technology for a quieter feel underfoot.

‘titan-ic’ product attributes •Built for heavy foot traffic •Attached pad features Soft Silence technology for quicker installation and reduced noise. •Shaw’s ScufResist protects against wear and tear. •12mm planks are 50% thicker than 8mm products. •30-mil, EIR wear layer is 50% thicker than 20-mil products. •Precisionengineered Fold-N-Tap locking system for speedy, secure installation

more than juSt good lookS Titan HD Plus is the perfect solution for renovators. Its rigid planks can be installed over existing floors, thereby minimizing any imperfections. With a thickness of a ½-inch, renovators can also replace the flooring without redoing trim pieces or replacing door casings. Installation of this product is easier than ever with Shaw’s innovative Fold-N-Tap locking system. DIYers and professionals alike can use Titan HD Plus to add the beauty of hardwood with the 100% waterproof durability of Shaw’s Floorté collection.

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SoUthWiND

Classic Strip is a unique offering for consumers who don’t want a wide plank, rustic floor.

Authentic Mix, Classic Strip Staying true to the manufacturer’s initial goal Southwind continues to expand its hard surface offerings with particular focus on quality, design and product availability. Within the waterproof

category, the manufacturer offers both WPC and rigid/SPC. Southwind’s initial goal has not changed: Develop realistic

visuals, offer dealers the latest in design trends and ultimately give them products consumers want. With that in mind, it made perfect sense to

create a tile program on the rigid/SPC platform, offering the density and hardness of actual ceramic tile or porcelain. In the WPC category, Southwind continues to add looks that have very detailed EIR embossing, painted bevels and attached underlayment for better quietness underfoot. Southwind’s hard surface program remains squarely focused on consistency and service. The manufacturer has stringent testing and controls in place to assure unmatched quality across all products, while keeping heavy inventories available to service customers’ needs.

all in the mix AUTHENTIC MIX •8mm thick with a 20mil wear layer and attached pad. •4.88-, 6.85- and 8.86inch widths are available. •19.45-, 39.29- and 59.05-inch lengths offered. •EIR embossing with V-groove painted bevel for realism.

CLASSIC STRIP •6.5mm thick with a 20-mil wear layer and attached pad •3.24-inch narrow strip with lengths of 19.69 inches, 39.37 inches and 60 inches •EIR embossing with micro-bevel

realiStiC viSualS that Stand out Two things set Southwind’s hard surface program apart from the competition: a relentless focus on realistic visuals and developing products that aren’t on every corner. To that end, Southwind is set to launch two styles of WPC in August. The first, Authentic Mix, features mixed widths and lengths packaged in the same box. The product is designed to convey the high-end, varied-look of real hardwood with the peace of mind of waterproof flooring. The second offering, Classic Strip, comes with a 3¼ width, mixed lengths in traditional visuals. This product is positioned as an alternative offering for consumers who don’t want a wide plank, rustic-looking floor.

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tarkEtt

Tarkett’s ProGen, pictured here in Stokes Range Dusk, is billed as the next evolution in luxury vinyl flooring.

ProGen the next evolution in rigid core technology Tarkett’s new ProGen collection is the next generation of rigid core luxury vinyl flooring that provides superior impact and indentation resistance. The product also demonstrates superior durability over traditional WPC, according to the manufacturer. From visuals to durability, ProGen was designed with the consumer in mind. Whether she wants a

classic style or something more adventurous, the collection comprises several high-definition visuals to meet her needs. But that’s not all; ProGen’s unique compact core design makes installation easy by providing the flexibility to adjust to tight spaces while maintaining enough rigidity to allow for installation over

imperfect subfloors. ProGen is so easy to install only a utility knife is needed to cut a plank, thereby saving time and money. This new collection has a 20-mil, commercialgrade wear layer and enhanced polyurethane layer, allowing ProGen to resist scratches and the rigors of modern life. In addition, its high-density foam backing reduces unwanted noise.

Tarkett’s ProGen is engineered to be waterproof and to hold up under intense stresses—resisting warping, even under prolonged exposure to sunlight—making ProGen an ideal choice for any room in the home. ProGen is available in three formats and is free of phthalates and heavy metals, according to the company. Eco-conscious approach Tarkett offers a wide range of products including vinyl, linoleum, carpet, rubber wood, laminate, synthetic turf and athletic tracks. Committed to sustainable development, Tarkett has implemented an eco-innovation strategy.

what makes it special •22 high-definition wood designs •5 x 48, 7 x 48 and 7 x 60 formats •No acclimation required •No temperature limitations •Superior indentation/scratch resistance •Phthalate/heavy metal free •100% reclaimable •20-mil, commercialgrade wear layer •FloorScore certified •MSRP: $4.50 per square foot

progen vS. the reSt ProGen, when compared to other rigid core products, is a notemperature-limitation product that includes a three-season room/vacation home warranty for environments subject to extreme temperature fluctuations and direct sunlight exposure. When compared to laminate and WPC products, ProGen is so easy to install that it has no acclimation time requirements. Plus, only a simple utility blade is required for installation. Lastly, from an acoustical perspective, the pre-attached foam backing supports both a quiet and healthy home.

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torlyS

Torlys’ unique flush stair nose creates a distinctive finishing touch.

EverWood, EverTile Beautiful, durable and healthy by design Torlys, a company synonymous with bringing innovative flooring solutions to the market, continues to lead with the EverWood and EverTile WPC collections. These waterproof luxury vinyl floors marry the inherent performance of WPC with exclusive protection against water and mold damage caused by floods.

Beautiful, precisioncrafted luxury vinyl floors with stunning ontrend visuals, the EverWood and EverTile collections are waterproof, warm, quiet and easy to maintain. These floors have a thick, durable wear layer, low-gloss realistic wood and tile textures, and feature CorkPlus Blue attached underlayment, ultrastable core and the patented Uniclic joint

locking system. The CorkPlus Blue attached underlayment is infused with Microban antimicrobial product protection to inhibit the growth of mold and mildew that cause stains, odors and flooring deterioration. Cork is also a natural heat and sound insulator, adding to the overall comfort of EverWood and EverTile. The ultra-tight

Uniclic joints and highdensity WPC quality-engineered multi-ply construction core holds its shape and resists cupping and peaking over time, enabling quick and easy installation and repair with the Torlys Bulldog Easy Plank Replacer tool. A single board can be fixed or replaced without cutting, glue or nails, and without moving furniture. This construction also allows large area installation of up to 80 feet in any direction and from one room to another without expansion joints. The combination of features and benefits enables Torlys to provide a limited petproof warranty along with a flood warranty for added peace of mind.

key selling points •CorkPlus Blue attached underlayment with Microban antimicrobial technology •Resists mold and mildew •100% waterproof, backed by a flood warranty •Quick repairs with Torlys’ Bulldog tool for easy plank replacement. •FloorScore certified •Six collections, 49 fashion-forward SKUs •Full line of colormatched molding and flush stair nose for that professional, finishing touch.

antimiCroBial proteCtion Torlys’ luxury vinyl floor combines the unique scientific benefit of Microban antimicrobial product protection with outstanding looks and high-traffic durability. An exclusive agreement with Microban, the leader in antimicrobial technology and odor-control solutions, enables Torlys to provide a flood warranty. The unique CorkPlus Blue with Microban underlay provides added protection to the waterproof nature of WPC by inhibiting the growth of mold and mildew under the floor, even if the customer’s floor gets wet.

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USFloorS

The COREtec Plus Premium line comes in 7 x 72 and 9 x 72 options, both 12mm thick.

COREtec Plus Premium pioneering, yet again COREtec Plus Premium is billed as the softer, warmer and quieter floor. This collection is a 12mmthick WPC product that represents the next

generation of COREtec Plus offering premium performance. All 14 SKUs in this collection consist of a 20-mil wear layer and employ embossed-in-

register technology. All décors also feature a four-sided enhanced beveled edge and a 3mm attached cork underlayment, which provides excellent

sound abatement and provides a warmer feel underfoot. All visuals in this collection feature the patented COREtec technology. Since COREtec is 100% waterproof, COREtec Plus Premium floors can be installed in wet areas and will never swell when exposed to water. COREtec is inert and dimensionally stable, meaning it will not expand or contract under normal conditions. Furthermore, COREtec never needs expansion strips in large rooms. Also, COREtec Premium Plank floors are naturally resistant to odor-causing mold and mildew. COREtec Plus Premium is also waterproof, kid-proof, pet-proof, durable and luxurious.

‘core’ strengths •COREtec Plus Premium is GreenGuard Gold certified. •The line features 14 planks in 7 x 72 and 9 x 72 formats, each 12mm thick. •6mm core provides strength while a 3mm underlayment offers balancing and insulation. •USFloors has three COREtec patents covering all engineered flooring products with a plastic composite core and a veneer top layer bonded with a waterproof adhesive—with or without an attached cork backing.

what it meanS to Be the leader As always, success and popularity lead to imitation. Retailers continue to demonstrate their support of the COREtec brand. All the while, USFloors remains committed to providing its retail partners with innovative, cutting-edge COREtec products. Consumers now ask for COREtec by name, and some competitors refer to their similar products as “like COREtec,” further emphasizing the strength of the brand and its overwhelming popularity in the composite core category. The company’s goal is to remain the leader in this category while offering a superior flooring product in all facets.

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WEllmaDE

Wellmade’s waterproof products are featured in natural hardwood/ strand bamboo or vinyl wear layers atop a rigid HDPC core.

HDPC Competence to the core Today’s rigid core revolution represents the leading edge of flooring technology. And while WPC, SPC and HDPC (high density plastic composite) fall under the same “rigid core” umbrella, performance claims vary substantially. Truth be told, competence lies in the core. As the inventor and exclusive manufacturer of HDPC, Wellmade is poised to lead the industry with

superior waterproof products featured in natural hardwood/strand bamboo or vinyl wear layers atop a rigid HDPC core. Competence begins with the core and HDPC is chock full of superior performance features. Its closed-cell construction is 100% waterproof, eliminating air pockets and moisture absorption. Dealers can install this

product with total peace of mind in virtually any indoor environment (without acclimation). HDPC is noted for its tolerance to heat, performing in extreme temperatures without crowning, cupping or wear layer delamination. The product is ideal for use in three-season rooms and/or direct sunlight. Superior density rounds out the HDPC performance standard.

Increased density provides superior impact resistance and improves locking strength. Rigid construction eliminates telegraphing while the core remains pliable for easy installation. With Wellmade’s Opti-Wood rigid core hardwood featuring Hydri-HDPC waterproof technology, topical moisture and household stains are sealed out from above, while the slip-resistant vinyl backer and waterproof HDPC core prevent moisture incursion from below. “We’ve piloted the product within the large channel retail segment with success,” said Steve Wagner, director of marketing. “Distributors and specialty retailers are poised to gain traction next.”

tale of two products NOUVEAUX •Exceptional visuals in wood, tile and stone •Tough ceramic bead finish •Uniclic locking system

OPTI-WOOD •Wood species, including strand bamboo •HardMax nanofinish technology •Uniclic locking system •Both lines offer end users a 35-year residential or fiveyear commercial warranty.

nouveax ‘en vogue’ vinyl plank HD visuals and EIR textures provide exceptional realism in wood, tile and stone. Wellmade’s innovative co-extrusion process seamlessly molds vinyl wear layer, HDPC core and vinyl backing into waterproof composite planks. With Opti-Wood, a real wood wear layer coupled with Wellmade’s Hydri-HDPC rigid core technology makes waterproof hardwood a reality. (The waterproof claim is valid when installed per Opti-Wood installation instructions, the company said). With an exceptional choice of species, Opti-Wood looks and feels like hardwood flooring because it is.

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floorcoveringnews fcnews.net

BUSINESS OPPORTUNITIES

CLOSEOUTS!

Nadia Ramlakhan

[email protected] Call: 516.932.7860 Fax: 516.932.7639

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BUSINESS OPPORTUNITIES

CLOSEOUTS!

CLOSEOUTS!

Carpet Tile-- Large Color Lots (up to 25,000 sqft per color) Vinyl Plank- $0.39 sqft &up Brokering Shaw Contract Material call Terry 334-315-7117 www.terrybehrwholesale.com (manufacturer reps welcome)

CAREER OPPORTUNITIES

FOR A QUOTE CONTACT

Floor Covering News 550 W. Old Country Rd. Suite 204 Hicksville, NY 11801

CAREER OPPORTUNITIES

SALES EXECUTIVES

COMPASS FLOORING DISTRIBUTORS, an established hard surface distributor based in Orlando FL, is seeking qualified sales executives in the following markets: North Florida to Coastal Georgia/SC and Southern Louisiana/Mississippi. Requirements include being selfmotivated, detail oriented, determined as well as providing outstanding customer service and follow up. Contact [email protected]

BUSINESS OPPORTUNITIES

BUSINESS OPPORTUNITIES

BUSINESS OPPORTUNITIES

WE HELP DEALERS

Private labels, specialty mills & etc. Call us now at 800-228-4632 www.carpetbroker.com

1 CENT/SF FLOORING ESTIMATING •Fast & Accurate •Callidus Takeoffs commercialflooringestimating.com

CAREER OPPORTUNITIES

FOR SALE

Owner retiring. Gulf coast of Florida, will sell for the appraised value of the property $1,300,000. Including inventory. Established 24 years. Call Ed 941-730-7716

CAREER OPPORTUNITIES

CAREER OPPORTUNITIES

HELP WANTED

Experienced Retail Flooring Sales person with Management capabilities and aspirations. Knowledge in measuring and estimating Tile, Wood, Carpet, Laminate, Vinyl & WPC. We are a 18 yr. old company on Florida’s West-Central Gulf Coast. Great hours. Excellent earning potential. Email inquiries to: [email protected]

WANTED

HARDWOOD sales person. Experience with flooring necessary to apply. We sell residential hardwood, laminate, bamboo, vinyl. Measuring experience a bonus. Looking for someone to grow with a small company, take on a variety of tasks, and be with this team for a long time. MUST WORK WEEKENDS and a couple nights a week preferably. Beginning position is SALES. Please Call Lisa at Geneva Flooring 858-547-8069 San Diego, CA 92126

SALES MANAGER – RETAIL STORE GROUP Upper Midwest specialty flooring retailer (Multi-Store) is looking to hire a high-performing Sales Manager for its retail store group. Position is directly responsible for the results of the retail store group. Responsibilities also include: recruiting, staffing, training, retaining, motivating sales staff and achieving revenue goals. Position reports to President of the company. Reporting to this position are the store managers in the Retail Store Group. To maintain our brand, you’ll recruit top talent and ensure that the company is committed to high quality customer service, coordinate, execute visual merchandising in multiple store locations, and initiate educational programs to develop your sales team. Successful applicant must be a proven leader and have: a strong work ethic; be results-oriented; have superior people skills, have a successful track record in multi-store retail store management; have excellent communication skills, be able to aggressively implement a sales plan; be able to independently manage time; be customer focused; and be able to organize, implement and maintain a variety of sale strategies. Pay, benefits and other: We offer a competitive base salary, a significant monthly bonus opportunity and comprehensive medical and dental benefits. Relocation allowance provided, if necessary. Reply in confidence via e-mail to [email protected] or fax to 612.287.1751

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RETAIL FLOOR COVERING SALES

San Antonio’s most respected floor covering store is currently seeking professional SALES ASSOCIATES to add to our family. San Antonio’s benefits include: •Wonderful climate •Low cost of living •7th Largest City in U.S.; 2nd largest in Texas •Ranked #1 in overall performance based on employment levels •Affordable housing •One of the fastest growing cities in the US Our benefits include: •103 year, fifth generation Family business •National reputation for honesty & integrity •34,000 sq. ft. state-of-the-art facility •Mid to Upper end residential •$60 - $100,000+ earning potential •401(k) •Health Insurance •On-site employee gym and locker rooms •Vacation Pay •Moving allowance If you have the desire to increase your income and be a part of a winning team, and have at least two years of floor covering experience, please send your resume to: [email protected]

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MARKETPLACE

MARKETPLACE

MARKETPLACE

MARKETPLACE

MARKETPLACE

WE BUY USED CARPET CUTTING MACHINES 407.509.3030 CAREER OPPORTUNITIES

ESTIMATOR / SALESPERSON

G.S. Floor Designs, Inc is looking for a flooring Estimator / Salesperson who can quickly and accurately read blue prints and estimate flooring quantities/take-offs for residential customers and commercial accounts. Estimates include carpet, tile, wood, laminate and vinyl. Must have vast knowledge of flooring. Must be able to pass background check and motor vehicle report. Respond to this ad by emailing [email protected]

EXPERIENCED SALESPERSON WANTED

Organic Surfaces is a new division of a well-established, high end, custom flooring manufacturer based in Wisconsin. Organic Surfaces will specialize in selling high end stone slabs and custom hardwood flooring to the end user. We are seeking an experienced salesperson for our Chicago location. Please contact [email protected]

All You Need For Takeoffs and On-site Measurements Introducing the MeasureSquare Suite

1.626.683.9188 www.measuresquare.com/fcn

MOVING SALE

•Carpet storage Racks for sale •Hyster 50 propane folk lift for sale Call 516.315.8345

CAREER OPPORTUNITIES

CAREER OPPORTUNITIES

SALESPERSON WANTED

M-D PRO, a subsidiary of M-D Building Products, has an immediate opening for an energetic salesperson to manage the North Eastern U.S. territory consisting of Washington, D.C, Maryland, Delaware, New Jersey, Massachusetts, Connecticut, West Virginia, Eastern Pennsylvania, New York, Rhode Island, Maine, Vermont, and New Hampshire. This qualified person will be selling to Floor Covering, Ceramic and Sundry Distribution representing all product lines within the M-D PRO offering including PROVA Ceramic & Stone Installation Accessories. Significant travel within this territory is mandatory. Floor covering and ceramic tile industry experience is required. Please detail your experience in your cover letter. Expenses, 401K, insurance, wages commensurate to experience. Send resume to: [email protected]

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