understanding rigid core products - bowe · 2021. 2. 18. · february 2021 the industry’s...

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2021 FLOOR COVERING 101

UNDERSTANDING

RIGID CORE PRODUCTS

BACK TO BASICSDefining the differ ences

Luxurious Looks

Tech Evolution

DIY REVOLUTION

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2 February 2021 | FLOOR COVERING WEEKLY

JANUARY 2021

Star t ing f rom Scratch

OPTIMIZE THE IMPACTSEO & YOUR SUCCESS

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Seeing is Believing

makingthe connection

ESSENTIAL SOFTWARE

SUCCESSFUL SOCIAL STRATEGIES

DIGITAL & SOFTWARE

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UNDERSTANDING

RIGID CORE PRODUCTS

BACK TO BASICSDefining the differ ences

Luxurious Looks

Tech Talk

DIY REVOLUTION

MADE TO PERFORM

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UNDERSTANDING

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CARPET & COMMERCIAL

STYLEWISE

THE SOFTER SIDEOF FLOORING

LESSONS from LEADERS

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COMPLETING THE JOB

CREATING COMFORT UNDERFOOTINSTALLATION SOLUTIONS

ENSURING THE INSTALL

TOOLS OR TOYSWHAT INSTALLERS REALLY NEED

MATCH MAKINGTr im s & Mol dings

CUSTOMER PREP

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UNDERSTANDING

FLEXIBLE LVT,SHEET VINYL & MORE

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WHY TRADITIONAL LVT?

B R E A K I N G I T D OW NLV T P E R F O R M S

R I G I D C O R E ’ S P L A C E

SELLING SHEET VINYL

&&STYLE DESIGN

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UNDERSTANDING

LAMINATE& LOCKING SYSTEMS

L A M I N A T E ’ SINNER WORKINGS

TECH TALKUNDERSTANDING LOCKING SYSTEMS

SHOWROOM STORIES

&&STYLE DESIGN

WEEKLY

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UNDERSTANDING

TILE & STONE

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Proof PositiveEVERYWHERE & ANYWHERE

STYLE & DESIGN

Stone’s StorySimple SolutionS

FLOOR COVERING WEEKLY WEEKLY

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THE NATURAL CHOICE

THE DURABILITY DEBATE

DEFININGH A R D W O O D

SELLING THE STORY

&&STYLE DESIGN

2 February | FLOOR

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UNDERSTANDING

WATERPROOF & WATER-RESISTANT

FLOORING

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The Ins & Outs ofPROMOTION

PERFORMANCEDEFINED

LIFESTYLE STATS

INSTALL INTEL

SOFT SURFACEStakes its Claim

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THE INDUSTRY’S BUSINESS NEWS & INFORMATION RESOURCE

F L O O R C O V E R I N G W E E K L Y

FCWWhen rigid core products first hit the store floor sev-eral years ago, they offered RSAs a sto-ry that hadn’t been told before, name-ly around water-proof and water-re-

sistant attributes.Since then, the category has evolved and

suppliers continue to innovate at a rapid pace, complicating the story. WPC, SPC, MgO — What does it all mean when it comes to telling that compelling performance story to your customer?

Now is a great time to take a step back and become re-educated on what each product truly has to offer and which products will meet a particular customer’s needs. For ex-ample, while all three versions provide wa-terproof attributes, depending on the con-sumer’s needs and the installation, some are better than others for a particular job.

WPC, the original multilayered flooring, is able to resist telegraphing and has sound ab-sorption attributes but, because of its wood core component, it is lighter and can be more prone to denting. SPC is denser because of its stone core component so it is less prone to denting and better handles temperature fluctuations. And MgO has a hard mineral core, making it fire retardant and good for scratch resistance. But it also can be more brittle than its rigid core brethren.

This alone tells you that it is critical to understand where the floor will be in-stalled and what the customer’s expec-tations are. Make sure to include knowl-edge about the locking system because that too plays a crucial part in keeping

the products’ performance promise. This Guide is meant to help you through

all of the technology and the part it plays in the story you can confidently tell your cus-tomer. It will walk you through each prod-uct, the pros and cons, and more. Plus, we take a look at commercial use too since we know that Main Street and commercial ap-plications are part of your business as well.

Once you’ve digested the nuances of each specific composition and what it offers in daily use, get current on today’s leading aes-thetics. Because, while she may come in ask-ing for “waterproof” flooring, today’s con-sumer also has a vision of what she wants her floor to look like. Afterall, flooring sets the foundation for interior design.

Visuals, in fact, keep getting better and better. Not only are suppliers innovating around performance attributes, they are also applying the latest technology to cre-ate realistic visuals. Rigid core products are also being made to not just look realistic but feel that way too — textures and beveled edges that result in stone and wood looks that might just meet the design vision the consumer has in mind.

Because this category is indeed compli-cated, we’ve taken the branding out of the basic information to provide a foundation of understanding. Then, we’ve worked with our partners on telling their particular product’s story so that, if that product is on your sell-ing floor, you are now armed with a deeper understanding of what it has to offer and what it promises your customer.

Continuing education is imperative to meeting your customer’s demands and we hope this fourth edition of FCW’s Floor Cover-ing 101 Guide to Rigid Core delivers just that.

Stay safe. Stay inspired.

- Amy Rush-ImberSteven R. Swartz President & Chief Executive Officer

William R. Hearst III Chairman Frank A. Bennack Jr. Executive Vice Chairman

Richard P. Malloch Executive Vice President for Business Media

RIGID CORE REALITY CHECK

Look to FCW’sfull catalog of

Floor Covering 101 Guides

for category expertise

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FLOOR COVERING WEEKLY | February 2021 3

Defining DifferencesThe ins & outs of rigid core constructionsBy Kacey Perinelli

Rigid core flooring refers to a type of lux-ury vinyl tile that includes a rigid corewhich is typically made of plasticizers orminerals. The category of rigid core floor-ing has been around for less than a decadebut, during its brief tenure, this categoryhas continued to grow, leading to someconfusion about what defines each of themajor types of rigid core flooring — WPC,SPC and MgO.

WPC flooring was the first iteration ofrigid core to hit the market. And whileit has continued to experience great suc-cess, WPC’s growth is slowing and tak-ing a bit of a backseat to its newer coun-terpart, SPC. These two constructionsown the lion’s share of the rigid core pie,though the newest core, MgO, is lookingfor a bite as well.

What makes WPCWPC, sometimes called wood polymer

composite or waterproof polymer com-posite, was the originator of the rigid corecategory. This type of floor is waterproofwith a core which is typically made of woodpulp and extruded foam, making it lighter,more sound absorbent and warmer under-foot than its successor, SPC. However, thisinherent lightness also means that WPC ismore prone to residual indentation thanthe more rigid SPC.

“One thing [to remember] with WPC,because of the wood additive, is that woodcompresses. With lots of pressure woodcompresses over time,” explained Ed San-chez, vice president product managementfor resilient with Mohawk. Like with areal wood product, he said, placing a veryheavy object on the floor for extended pe-riods will result in denting of a WPC floor.“If you reduce the wood content to try toaddress the indentation, then you’re in-creasing the vinyl and plastic componentswhich has its own issues, so that led to thedevelopment of SPC,” he said.

Jeremy Kleinberg, senior product man-ager at Armstrong Flooring, said the defini-tion of WPC is “Wood polymer composite.This was the first generation of rigid coreproducts. It brought the benefits of beingwaterproof and able to resist telegraphingbut was prone to indent and more difficultto manufacture well.”

Some advantages of WPC, said resilient

category director, Shaw Residential, JonEngland, is that it is softer, warmer and qui-eter underfoot than other constructions.

All rigid core products have multi-ple layers, which is why it used to bereferred to as multilayered flooring orMLF. “WPC typically is a more multilay-ered engineered product, on a base thatis half the density of a rigid core [SPC],allowing to make it into a thicker and of-ten more sound-absorbing product. Youdo lose a bit in stability and indentationthough,” shared Barron Frith, president,CFL North America.

Most WPC and SPC products are madefairly similarly, noted Dennis Bradway,corporate product standards manager,Mannington Mills. “Typically there is a

Continued on page 6

BASIC DEFINITIONSThe main difference between each rigid core product lies in its core formulation, saiddirector of marketing for Karndean Designflooring, Jenne Ross. She noted the coredifferences as the following:

• WPC: Products represent the class of rigid vinyl flooring products with an ex-panded or foamed polymer core.

• SPC: Products refer to the class of rigid vinyl flooring products with a solidpolymer core.

• MgO: Mineral core composed of magnesium oxide reinforced by fiberglass.

Shaw’s Floorté Pro Series in style Intrepid HD Plus, color Natural Oak, has realisticvisuals in a durable format.


A D V E R T O R I A L

LeadingCOREtec Advanced+ represents the next evolution in vinyl flooringBy Mallory Cruise-McGrath

[Dalton] COREtec is building upon itsleadership position in the rigid core cat-egory with the introduction of COREtecAdvanced+, a new collection that providesnext-level protection against pets, kids, highheels and everyday life thanks to its 100 per-cent waterproof mineral core. What’s more,COREtec Advanced+ comes with an indus-try-leading 15-year scratch warranty.

“We drew from the performance, styleand design of other categories to achieveone product that allows the consumer tohave the scratch resistance, durabilityand premium visuals they are looking forall in a waterproof, multi-width platform,”said Natalie Cady, director of premiumbrands, retail, for Shaw Industries.

Indeed, not only does COREtec Ad-vanced+ meet the many demands of to-day’s active households, but it also meetsthe popular trends consumers are lookingto bring into their homes. The 20 SKUCOREtec Advanced+ collection featuresmixed lengths — 10 SKUs are 9˝ × up to86˝ in a white oak visual while the other 10SKUs are 7˝ × 48˝ in an oak, pine or walnutvisual — for added design versatility along

with a sophisticated color palette with lowluster looks.

“Exclusive to COREtec Advanced+ arefewer pattern repeats, making it even eas-ier for consumers to create a unique andcustom style all their own, and an extreme-ly rigid mineral core built to withstand allof what life will throw at it,” Cady said.

Along with its ultra-realistic hard-wood visuals and easy to install and easyto maintain construction, COREtec Ad-vanced+ includes an attached cork un-derlayment for increased comfort andsound absorption, and is GreenGuardGold certified for added peace of mind.

“TODAY’S CONSUMER IS LOOKINGFOR STYLE, PERFORMANCE ANDCLEANABILITY, AND CORETEC

ADVANCED+ PROVIDESALL THREE.”

— NATALIE CADY, SHAW INDUSTRIES

Scratch-resistance and a waterproof mineral core come together inthe COREtec Advanced+ collection to meet all consumer needs.

COREtec Advanced+ offers fewer pattern repeats making it eveneasier for consumers to create their own unique and custom style.

AdvAnced PlAcementWith all the choices now available in the

rigid core category, today’s retail floor can beoverwhelming for consumers. For that rea-son, the COREtec Advanced+ collection hasits own display to separate it from the crowd.

“COREtec Advanced+ is unique and revo-lutionary and we want its display to positionit as such,” offered Cady, pointing specificallyto the collection’s scratch-resistant technolo-gy which is highlighted on the display. “Thisinnovation is what enables us to offer theconsumer a 15-year scratch warranty — noother product in the industry has been ableto achieve that kind of warranty and we wantto emphasize that impressive feature.”

To qualify the consumer and guide themto the right product, Cady recommends ask-ing not just about their design preferencesbut about their individual lifestyle as well.

“Those questions [about design andlifestyle] have to come up first and fromthere you can dive deeper — do you havepets? Children? Do you have sports equip-ment coming into your house?” said Cady.“Whatever the answer is, there’s a COREtecAdvanced+ product to meet their needs.”

the Charge

Innovation is in our CORE.To learn more, contact your COREtec representative or visit us online at COREtecFloors.com

Privet PineCOREtec Advanced+VV674-07014

ADVANCED SCRATCH PERFORMANCE PUTS YOU A STEP AHEAD WITH CUSTOMERS COREtec Advanced+, launching early 2021 COREtec Advanced+ combines natural artistry with innovative engineering to provide next-level protection against pets, kids, high-he d y life It’s style and strength beautifully blended together, making it the highest performing COREtec flo .

• Trendsetting low-luster visuals

• Authenticlook and feel

• 100% waterproofkidproof and petproof

• Attached cork underlayment for softer, warmer, quieter floors

• Available in plank sizes up to 86” long

• Easy to install with no acclimation period

innovative engineering to provide next-level protection

petproof

innovative engineering to provide next-level protection against pets, kids, high-heels and everyday life. It’s style

performing COREtec floor yet.

waterproof, petproof

up to 86” long

with no acclimation periodwith no acclimation period

ADVANCED SCRATCH PERFORMANCE SCRATCH PERFORMANCE

Industry First15-YEAR SCRATCH WARRANTY


DefiningContinued from page 6minimum of five layers making up a rigidcore product. The backing/underlaymentfoam layer that provides thickness, as wellas acoustical reduction and better subfloorconformance benefits; rigid core layer, ei-ther WPC or SPC that provides thickness,product rigidity and dimensional prop-erties; print layer that provides design orcolor aesthetics for the product; the clearwearlayer that provides durability and pro-tection for the product design aestheticsand finally the specialty top coat that pro-vides added stain, scuff and scratch resis-tance for the products.”

SPC’S SeCret SauCeMany flooring manufacturers have

lessened their investments in WPC in fa-vor of SPC because most see it as an im-provement on WPC’s technology. Insteadof a wood component, SPC features astone component and is often defined as“stone polymer core.” SPC is denser thanWPC and because of investments (whichare a clear indication of the industry’sbelief in SPC as a product) is continu-ously being improved. Though WPC willalways hold a place in the market, SPCcontinues to gain ground.

While there are similarities betweenthe two constructions, “the main differ-ence is WPC has some percentage of re-cycled wood content in the mixture alongwith resins, PVC and other plasticizers …whereas SPC consists of limestone, cal-cium carbonate, plasticizers and a small

percent of PVC,” noted Jamann Stepp,vice president hard surfaces for The DixieGroup (TDG).

And because the core of an SPC prod-uct is stone based, it is known to have ahigher indentation resistance than WPC.“Both are durable and stable, however SPCis more durable due to its higher densitycore,” Brian Parker, director, product man-agement, AHF Products, said. The stonecomponent in the core is a calcium carbon-ate (limestone), he shared.

Offered Tressa Samdal, director ofeasy luxury marketing and product man-agement for Happy Floors, “SPC flooringor solid polymer composite is an upgrad-ed version of LVT. It is also sometimesreferred to as RVP (rigid vinyl plank)or simply rigid core. SPC’s core is madefrom a combination of natural limestonepowder, polyvinyl chloride and stabiliz-ers. It has been proven to be more dentresistant and stable than other optionson the market.”

SPC is made by layering a wearlayer,print layer and core, sometimes with ad-ditional vinyl layers, underlayment andadded coatings. Kimberly Hill, director ofmarketing and creative design for Nova-lis, which makes SPC (also known by the

company as high density core or HDC)said, “Our HDC products start with a pro-tective coating for added scratch, stainand scuff resistance, next is the extremelydurable vinyl wearlayer, then a print layerto recreate the look of natural materials,after that is a rigid waterproof core thatresists dents and hides most subfloor im-perfections, finally we have a vinyl back-ing layer with high resistance to pressure.”Novalis adds a proprietary coating, mid-dle vinyl layer and pre-attached pad to itsmore sophisticated products.

Explained director of marketing forEarthWerks Lindsey Nisbet, “SPC is alsocommonly made through the Direct Over-lay extrusion process. This method is ex-tremely efficient for long runs and fasterproduction. EIR (emboss-in-register)rollers are also now available for enhancedembossing through calendar production,which offers the best of both worlds.”

MgO & unique fOrMulatiOnSAs the technology for rigid core flooring

evolves, new formulations of cores havehit the market. MgO (magnesium oxide)flooring has gained the most traction sofar, but companies are also introducingtheir own proprietary core formulations

“WPC WAS THE INITIAL WATERPROOF RIGID CORE AND THE NEXTPHASE WAS SPC WHICH IS MORE DIMENSIONALLY STABLE AND

MORE ECONOMICAL.”— ANA TORRENCE, ENGINEERED FLOORS

Kardean Designflooring’s Korlok Select rigid core is available in long and wide wood plank looks.


that are not necessarily classified underWPC, SPC or MgO by definition.

“Density, stability and a fire-resistant,waterproof core are the key features ofMgO. Composed of a hard mineral core,MgO floors have little movement andminimal expansion/contraction. The chlo-rine-free, non-PVC, dense core providesa stable surface to apply a wood or otherveneer, and because it’s firm and even,there is no potential for damage due toexpansion/contraction of the wood layer,”explained Gary Keeble, vice president ofmarketing for Metroflor Corporation.

Mohawk’s Sanchez said one drawback toMgO is though the product itself is lighter,it tends to be more brittle, meaning it mustbe made thicker to ensure its integrity. Onebenefit, however, is its fireproof quality. Onthe floor it’s not as important but on thewall, it is a different story. “There are strictguidelines and regulations and benefits tohaving fire retardant products on the wallsbetween rooms,” he shared.

Some companies are now developing

their own proprietary core technolo-gy, such as Armstrong Flooring, whichhas introduced reinforced mineral core(RMC) technology to the market, that’smeant to provide both indentation resis-tance and stability.

Wellmade too markets its core tech-nology based on its patented name: HighDensity Plastic Composite (HDPC) coretechnology. These cores are made of vir-gin PVC, calcium carbonate and plasti-

cizer additives, explained Steven Wagner,director of marketing.

And CFL’s Frith said there is anothercategory to consider — hybrids. As therigid core category continues to evolve, hesaid CFL sees opportunities for creatingvalue where other categories (such as lam-inate) have succeeded. CFL has launchedan “acoustic engineered vinyl” that offers

Republic Floor’s Pure Grout collection SPC offers the look of wood plank flooring with integrated grout.

Rigid core flooring from MSI is meant to withstand the stress of everyday living.

Continued on page 10

“THE BASIC DIFFERENTIATINGFACTOR IN THESE IS THE

FILLER IN THE PRODUCT. WPCUSES SAWDUST (WOOD), SPCUSES CALCIUM (STONE), MGO

USES MAGNESIUM.”— SEDAT BAYRAMOGLU, ROKPLANK



Delivering on all DEMANDSMSI expands resilient offerings with complimenting colors & stylesBy Ryane DeFalco

[Orange, Calif.] Resilient flooring offerings continues to expand and MSI is right there with it, asserted Sam Kim, MSI’s senior vice president, product, national. “The growth of our LVT has been explosive,” he said.

Tile supplier MSI entered the resilient cat-egory in 2018 to bring even more high-qual-ity products to its consumers — a choice that has brought great success. “Since our launch, our customers have embraced our programs and we have seen our customers consistently beating their own sales records,” Kim said.

Suitable for being installed in kitchens, living rooms and more, rigid core can stand up to the most active of lifestyles. Not only that, but rigid core offers on-trend visuals and styles that customers are craving. And the artistic minds at MSI are assuring that rigid core will help the homeowner create their ideal design haven.

Product PerfectionMSI is keeping pace with category

growth by widening its LVT offerings with new products and styles.

“We have expanded on the colors of our already successful specifications, such as the expansion of Cyrus Series, which has been a huge growth driver for our custom-ers,” said Emily Holle, MSI’s director of trend and design. “Some of the new colors, such as Boswell, Bracken Hill and Cranton have seen huge successes.”

Homeowners have gravitated towards rigid core for its reliable performance and durability. And as a design-centric suppli-er, MSI is taking the category further by answering market demands for fresh visu-als and innovations.

In addition to colors and visual styles, rigid core is also expanding to new sizes. According to Holle, larger plank sizes are taking the market by storm. “We contin-ue to see 7 × 48 as the prime size in the LVT market,” but, he added, homeowners are becoming bolder in their picks by re-questing longer lengths than before. “We see 9 × 60s gaining tremendous traction as open floor plans and clean lines contin-ue to gain popularity.”

Manny Llerena, MSI team leader, of-fered that these new revitalized rigid core offerings are a natural progression of the growing resilient category. And as more consumers discover the benefits of rigid core, MSI has its eyes set on satisfying that very need with its new introductions.

“There continues to be expansion of sup-ply, and we also see many players entering the in-dustry without proper due dili-gence on quality, performance and design,” Llerena said. “As consum-ers’ awareness continues to in-crease on LVT, and as the mar-ket expands, it is more important than ever to work with brands that have the man-

ufacturing and sourcing wherewithal to stand behind their products.”

cohesive creationsAfter spending so much time at home in

2020, consumers are now taking it upon themselves to create the most peaceful spaces possible — and MSI is giving home-owners the chance to create a cohesive look that starts inside the home and continues outside by pairing the company’s rigid core collection with its outdoor tile pavers.

The company has long found success with its popular Arterra range of porcelain pavers and has revitalized its Arterra offer-ings to coordinate with its LVT products for inside the home. This gives consumers the chance to take the stylish designs of their LVT products and continue that very look outside the home with coordinating designs in the outdoor paver range.

“We wanted to offer a coordination be-tween pavers and LVT,” Kim told FCW.“The end result is absolutely amazing.”

The coordination is offered in two styles, called Katella Ash and Fauna. Both offer the pristine beauty found in MSI’s LVT offerings and extend the design from the confines of the home to the home’s exterior. Now, home-owners can find the perfect aesthetic for their space and incorporate their preferences into every flooring surface of their property.

“This is an industry first,” Kim assert-ed. And the new range is already seeing success among end users. “We have been getting a lot of inquiries re-coordinating indoor-outdoor options.”

With so many design options for outside the home, the lines between indoor and outdoor space are more blurred than ever before.Coordinating pavers are available for MSI’s Katella Ash, seen here.

Rigid core can help tell the home’s overall design story by coordinating with outdoor pavers. Seen here is MSI’s Fauna, with which coordinating pavers are available.

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“All three [constructions] are probablyequally suited in terms of performance.With slight advantage of indent [pro-tection] with SPC or MgO. These lattertwo are also thinner in overall profileso they are somewhat less problematicwhen used in a remodel situation. Thin-ner means you might not need to cutdoor bottoms to clear the new height ofthe finished floor,” noted Chris O’Connor,president and CEO of Congoleum.

Agreed John Rocconi, senior direc-

Perfect for DIYBy Sharyn Bernard

It’s a classic chicken and egg story: didthe surge in DIY projects propel rigid coreflooring to a top choice for that applica-tion or did the ease of installing rigid corespur DIY? As it turns out, it’s both.

“Rigid core products have simplifiedthe installation process — both for the

DIY consumer and a professional install-er,” said Jon England, resilient categorydirector for Shaw Residential. “Whileother hard surfaces require more toolsand technical prowess, rigid core stylesgive the consumer a less risky or com-plicated installation job, eliminating the

Novalis’ Canadian Walnut Trinity

need for adhesives, acclimation or settimes, grout and more. The evolution ofthe locking profile, specifically, has con-tributed to shorter installation times and[our] rigid core products also feature anattached pad or cork backing to furtherreduce the number of required steps.”

Most planks snap at a score, eliminat-ing the need for complicated tools. “Thishelps reduce the skill level required andalso eliminates mess and dust on the job-site,” he said. “And rigid core products aredesigned to reduce telegraphing and theneed for subfloor prep, which make themattractive to less skilled installers lookingto try their hand at a DIY project.”

Ed Sanchez, vice president of prod-uct management, resilient for Mohawk,agreed. “A vast majority of rigid core[flooring] already have the pads at-tached, so that takes a step out of theinstall. The click solution also makes itso much easier. If they want a change it’snot that complicated, you can install anempty room in a day.”

Bill Welch, senior manager for resil-ient for Mohawk Industries, added thatthe increase of awareness of the productthrough home shows has helped pro-pel the DIY surge. “It’s really as easy aspainting and it doesn’t smell as bad.”

The global pandemic certainly hasspurred the DIY movement as consum-

great sound abatement. “This comes withvery different, very engineered construc-tion,” he said.

Indications are that improvements willcontinue. “We believe we haven’t seen theend of this evolution just yet ... Our teamat Unilin Technologies therefore strives tokeep innovating on a core level since thatwill be the key to improve the flooring ofthe future,” shared Benny Schacht, patentdepartment manager, Unilin.

Where each WorksThe performance benefits of the most

prevalent rigid products are very similar.The most notable differences are that WPCis known for being softer, warmer and qui-eter than SPC but is more prone to dents.Likewise, SPC is denser, more indentationresistant and better at withstanding tem-perature changes (such as in a three-sea-son room), but doesn’t offer the acousticalproperties or warmth of WPC. MgO is alsodent resistant but may be brittle depend-ing on its composition.

DefiningContinued from page 7

tor hard surface for Stanton, “All corescan be used in all applications. SPC ispreferred for its dent resistance and di-mensional stability. MgO has a goodfireproof rating which makes it good forcommercial applications where high fireresistance is required. MgO is also PVC-free which is important in some specificcommercial applications.”

The three are practically comparable,said MSI’s senior vice president, product,Sam Kim. “MgO offers better scratch re-sistance than SPC or WPC, but for resi-dential applications, all three are prac-tically equal.” However, he noted, “In allapplications, balancing between econom-ics and practicality, SPC emerges as thetop choice.”

Which format is best for the consum-er depends on style preferences as wellas the performance expectations of thespace, argued Shaw’s England. “It’s up toRSAs to get to the ‘what else’ consumerswant, beyond waterproof and simplicity,to help their customers make the rightselections.” He said Shaw offers LiveLearning training sessions and tools tohelp outline the differences and benefitsbetween formats.

“THE LAYERS THAT ARENECESSARY TO CREATE

ANY RIGID CORE FLOORINGTODAY ARE THE WEARLAYER(ALTHOUGH THIS LAYER WAS

NOT PRESENT YEARS AGO, IT ISEXPECTED TODAY,) THE PRINT

LAYER AND THE CORE.”— KIMBERLY HILL, NOVALIS INNOVATIVE FLOORING


ers are stuck in their homes and lookingfor ways to update and adapt their spac-es. Rigid core products were already suit-ed to this market.

“The fantastic thing about our Nova-Floor rigid core flooring is that it doesnot have to evolve, our products alreadyserve all of the needs of a post pandemicworld, we just need to market them in adifferent way to communicate those at-tributes to our customers,” said KimberlyHill, director of marketing and creativedesign, Novalis Innovative Flooring.“Easy-to-install rigid core floating floorsgo in quickly thanks to modern innova-tions in the clicking system and they hidemost subfloor imperfections. You cannotget an easier to install floor since you lit-erally just lay it down.”

Rigid core is also very forgiving inboth the install and with the construc-tion, making it ideal for new DIYers. “Ifyou have a less-than-perfect subfloor,you’re smart to consider products withrigid core installation,” said Yon Hinkle,vice president, product management atArmstrong Flooring. “Thick and sturdyplanks come with an attached cork un-derlayment, making them perfectly suit-able for installing over minor subfloorirregularities. Rigid core flooring canalso be installed over large areas withouttransition strips.”

The key to cracking the DIY market issimplicity, said Gary Keeble, vice presidentof marketing, Metroflor Corporation. “Theeasier, the better,” he said, pointing to thecompany’s Droplock 100 as an example.“You just line up the long edge, drop in the

short edge, and it locks together.”Manufacturers are working to convey

the DIY benefits to consumers, particu-larly as more consumers shift to onlineshopping — or at least browsing.

“In order to convey this to the cus-tomer, we are looking to make any andall changes needed in order to meet ourcustomers where they are,” Hill said. “Aswe have seen the world of consumersswing heavily to online shopping, we tooare making changes and spending moreof those marketing dollars on digital as-

sets. We have recently launched a brand-new visualizer on our website, givingcustomers the ability to take of photo oftheir own room and insert our product.It is now so quick and easy to see exactlywhat our products are going to look likein your space, making selecting that per-fect flooring online a breeze. In addition,we will be launching a major update toour website, we are also creating morephotography and videography than everbefore along with inspirational digitalassets like look-books.”

Armstrong Flooring’s Rigid Core Essentials

Mowhak’s Pergo Extreme Wider Longer Plank in Sweet Syrup



and make it easy to sell the collection.“Dealers are busy and if they aren’t able

to walk their customer through the wholeFloorté Elite Series story, the consumer has the ability to scan the QR code and do a deep-er dive into the collection,” Rosato explained. “It’s a big win that we believe consumers and the RSA will appreciate, and I know our sales force appreciates the additional educational tool. It offers the RSA a deeper understand-ing of the story and the attributes that make Floorté Elite Series so revolutionary.”

Tough on foot traffic, EASY ON THE EYESScratch warranty, waterproof story & realistic design gives Floorté Elite winning edgeBy Mallory Cruise-McGrath

[Dalton] Shaw Floors’ newly launched Floorté Elite Series is poised to set the industry standard when it comes to wa-terproof and scratch-resistant flooring. Featuring a highly durable and 100 per-cent waterproof mineral core construc-tion, Floorté Elite’s features and bene-fits meet consumers’ many performance needs while also offering retailers a story to sell by.

“With Floorté Elite Series, one of the ad-vantages people race to is the scratch story — it resonates with our sales force, dealers, the RSA and consumers,” shared Matt Ro-sato, director of Shaw Floors hard surface retail channel strategy. “Floorté Elite Se-ries’ scratch story combined with its water-proof story reflects a huge segment of the business and it will only continue to grow.”

What positions Floorté Elite Series so competitively in the market, he said, is that it offers the rigidity of tile and stone with its mineral core; the natural real-ism of hardwood; the waterproof perfor-mance of Floorté; and, the scratch-resis-tance of laminate. Floorté Elite Series is available in the most sought-after hard-wood visuals including ash, white oak and hickory, and in 20 colors between both new styles.

“Floorté Elite Series features what consumers love about all hard surface categories in one platform, without hav-ing to choose or sacrifice,” said Rosato, adding, “It checks all the boxes to solve all consumer needs.”

Indeed, Floorté Elite meets the evolving needs of today’s consumer particularly as it’s well-suited for all applications in the home — wet rooms, basements and play-rooms, among other high traffic areas.

“The home is transforming so quickly, and Floorté Elite is truly a total-home type of product,” offered Rosato. “For instance, we’re now seeing spare rooms being turned into offices and gyms and we see Floorté Elite going into those areas.”

Smart Selling StrategyTo successfully sell Floorté Elite, Ro-

sato advises RSAs to validate their cus-tomers. “Ask them to tell you about their lifestyle, their kids, their pets. Ask them, what rooms they’re working on and what performance benefits matter most to them. With some of those opening questions, it’ll help the RSA navigate where to take the consumer,” he said.

And Shaw is finding opportunity in tell-ing the Floorté Elite story differently at the

point of purchase.“In collaboration

with our marketing team, we have devel-oped new, clearly de-fined display headers and marketing assets that live on the fix-ture and utilize QR codes,” said Rosato, noting, “Because of the pandemic, we have found that con-sumers are much more accepting of and comfortable with using QR codes.”

Utilizing QR codes is key to Shaw’s merchandising and marketing strategy behind Floorté Elite which is to the pro-vide the right assets

Shaw’s Floorté Elite Series is durable and design-right, boastingEnhanced Natural Realism and fewer pattern repeats.

PET PREFERREDShaw Floors is positioning its new Floorté Elite Series to be the leader in pet-proof and waterproof flooring and leading the Series is Prodigy HDR Plus and Prodigy HDR MXL Plus. Both prod-uct offerings feature enhanced natural realism as well as Shaw’s proprietary PAWdefense finishing technology. PAWdefense is a brand-new innovation featuring a thermo-resin top coat that boasts superior scratch resistance and comes with an unprecedented 15-year residential scratch warranty.

Combining natural hardwood visuals with a waterproof story, Prodigy HDR Plus from Floorté Elite Series also offers PAWdefense finishing technology for guaranteed scratch resistance for 15 years.

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Solidifying the SaleHow to talk rigid core at retailBy Morgan Bulman

The typical rigid core product promisesit all: water resistance, protection againstscuffs, scratches and dents, even a high-end visual. But with various core compo-sitions and different qualities in terms oflook and feel, understanding the differenc-es can be overwhelming for both the retailsales associate (RSA) and the consumer.Here, FCW spoke with a couple of retailersto get their advice on how to best qualifythe consumer for this burgeoning category.

ExpErt EducationIndeed, there are a lot of options on the

market today and although the consumermay not be concerned with the differences,the RSA still needs to stay on top of under-standing the nuances of an everchangingcategory. According to Chris Cosentino,president of Hadinger Flooring in Naples,Fla., each core type has its own strengthsand weaknesses that the RSA should know

about in order to best suggest product. “Wemake sure our employees are as educatedas they can be. They need to be expertswith all different types of cores,” sharedCosentino. “With how fast everything ischanging in rigid core, it is very importantto keep up with all of the latest offerings,you must stay on top of it all if you are go-ing to be successful.”

For example, Cosentino pointed out thatin just the last few years suppliers havegone from marketing beveled edges topainted bevels and now rolled edges, thenewest trend.

It’s this level of innovation that hasmade luxury vinyl tile flooring the sec-ond largest category for Jabara’s CarpetOutlet, just behind carpet. It’s a productthat, more often than not, sells itself, of-fered Jason Jabara, CEO of Jabara’s inWichita, Kansas. “Customers aren’t com-ing in and asking for wood or laminate ortile in our area. They come in and ask forone of two things: carpet or waterproofflooring,” he explained. A typical custom-er doesn’t want a floor that is water-re-sistant or water repellant — they’re de-manding waterproof, he continued. And

TOP QUESTIONS• Where is this floor going be installed?• Is it going over existing flooring?• Do you have children or pets?• What is your budget?

WORKING THE FLOOR: IDEALSHOWROOM SET UPSOne positive that has emerged as a resultof the pandemic, noted Jason Jabara, CEOof Jabara’s Carpet Outlet in Wichita, Kan-sas, is the fact that there is less emphasis onmerchandising displays. Instead of pushingnew product and new systems, Jabara be-lieves it’s best to stick to what is successfulas space on the showroom floor is special.

And just 10 years ago, Jabara only had

one or two displays dedicated to luxuryvinyl tile (LVT). Today, it’s now 20 per-cent of his showroom. His tactic is to notseparate WPC from SPC but rather groupall rigid core options together in one area,along with the “waterproof woods.”

Indeed, Hadinger Flooring in Na-ples, Fla., dedicates an entire area of itsshowroom to the waterproof narrative.

Products are shown as large sampleboards — the lack of differently brandedmerchandising allows more room for theproduct to be the star, explained ChrisCosentino, president of Hadinger.

With an increasingly saturated market,Hadinger has found success in exclusivi-ty, partnering with brands and suppliersthat give them an edge by belonging toNFA. “We do quite well with premiumproducts,” added Cosentino, pointing outCoretec and Longboard from Cali.

But variety is also key. Offered Jabara,“Our RSAs try to explain to customersthe differences between them and thatmost manufacturers make both, andthen show them the options,” he said.“For everything we have in stock, thoseproducts have stocking labels on them.We stock 30 different LVTs so it gives thecustomer a good range of product, quali-ties and price points.”

“JUST LIKE EVERYONE ELSE, WE SELL A LOT OF GREY.I DON’T THINK GREY IS GOING AWAY, BUT WE ARE SEEING

A TREND TOWARDS LIGHTER LOOKS. NOT EVERYONEHAS WHITE BASE BOARDS, SO WE STILL HAVE TO

HAVE THINGS THAT CAN GO WELL WITH GOLDEN ANDHONEY OAK TRIM.”

— JASON JABARA, JABARA'S CARPET OUTLET

The Coretec displays at Jabara's Carpet Outlet are paired with samples.


what sells, argued Jabara, is the story.Mark Carr, owner and president of Col-

or Interiors in Conroe, Texas, agreed. Ac-cording to his sales team, there isn’t a spe-cific selling method. “The stories we useare the same as everyone in the industry,”he shared, which is simply relying on thewaterproof aspect of the category.

Added Jabara, “Our RSAs do a greatjob of explaining thedifferences betweenthe various typesof products and in-carnations, but thestories are similar.So, even thoughone product may beslightly better in aparticular area overanother, our custom-er is still looking forone, waterproof andtwo, color and style.”

The goal at Hading-er’s, offered Cosentino,is for the RSA to dothe talking. “We wantour salespeople han-dling each customerthat comes in our store.They should be able toanswer any questionsand explain the differ-ences in each product,”he said.

“THE PRODUCTS THAT DO WELL IN OUR AREA ARE LIGHTERAND CLEANER. THE CLIENTELE IN NAPLES WANT CLEAN, LIGHT

LOOKS THAT DO NOT GET TOO BUSY.”— CHRIS COSENTINO, HADINGER FLOORING

At Jabara's Carpet Outlet, all waterproof floors are organized together, from LVT to wood.

The waterproof gallery at Hadinger Flooring in Naples, Fla.



Standing up toADURA®Rigid from Mannington Mills sells solutionsBy Morgan Bulman

[Salem, N.J.] ADURA®Rigid, part ofMannington’s ADURA® product line,promises to solve nearly any problem acontractor or end user may face — it’sbeautiful, easy to install, easy to prepfor at the job site, is price competitiveand can last a lifetime. Packed with per-formance, ADURA®Rigid’s solid poly-mer core also provides superior scratchand indentation resistance and can evenhandle a wide range of temperaturesfrom a winter cabin to a hot summer dayin Florida.

In addition to unrivaled durability, whattruly helps set ADURA®Rigid apart fromthe rest of the market is the company’sattention to detail, particularly when itcomes to visual realism.

“Rather than picking off the shelf de-signs from printers, Mannington devel-ops all of its designs in-house to ensure wedeliver on the No. 1 purchase driver, theaesthetic,” said David Sheehan, vice presi-dent, residential resilient. “The combina-tion of gloss levels, embossing improve-ments and edge treatments has given ourrigid core products a level of detail thatmake them practically indistinguishablefrom natural products.”

Keeping it CleanAnd recently, Mannington has added yet

another differentiating attribute — the intro-duction of Microban®, a leading antimicrobi-al consumer brand that offers surface protec-tion technology for a cleaner floor that willbe offered on the majority of ADURA LVTproducts, including ADURA®Rigid.

“Now more than ever, a key consumerconcern is around the cleanliness of theirhomes. In our research, almost 90 percentof consumers responded that they want afloor that helps to keep their home clean-er,” Sheehan shared. “Microban® antimi-crobial surface protection helps protect thesurface of the floor 24/7 against the growthof bacteria and remains 99 percent cleanerthan untreated surfaces.”

Customer-Friendly merChandisingIn fact, Microban® will be a large call out

on Mannington’s new displays, which the

company describes as the most customerfriendly LVT display on the retail sales floortoday. Said Sheehan, “In 2018, Manningtonredefined how LVT was sold with the intro-duction of the ADURA® Selling Solution. Ina nutshell, it’s a compact and easy-to-usedisplay that features 80 beautiful designs,each available in three different high-per-formance constructions. It brings new sim-plicity to a very complex product category.”

Not only will the system highlight a vari-ety of designs and a look — rustic wood orsleek modern tiles — for any end user, buta health and wellness story as well.

“Retailers find that the display offers themsimplicity but also flexibility,” Sheehan add-ed. “When a customer chooses a design sheloves, the salesperson then can offer it in anyof three constructions. This way, she gets thelook she wants and the construction that suitsher installation needs, whether it’s ADURA®-

Max, ADURA®Rigid or ADURA®Flex.”

“WHAT’S REALLY EXCITING ABOUT RIGID IS THE NUMBER OFPROBLEMS THAT THIS SINGLE PRODUCT CAN SOLVE.”

— DAVID SHEEHAN, MANNINGTON MILLS

MEET MINIMALISMThe latest ADURA® designs from Mannington Mills revolvearound the natural simplicity of wood and stone. For wood, visualsare understated, shared Terry Marchetta, senior director, residen-tial styling, whereas stone is more dramatic.

“It’s about wood in its natural form with minimal staining, cen-tering around white oak, maple and hickory. The interest is foundin the subtle plank to plank variation and soft edge spalting, subtlewire-brushing or fuming techniques,” she continued. “[Stone] cen-ters around concrete, limestone and marble. Creating looks that areminimal in visual but bold in color focusing on weather patina andtextures in large formats.”

The beauty of Scandinavian design lies in its ability to createcozy, simplistic spaces and Swiss Oak, pictured here in Almond,easily captures the authentic look of raw, natural wood.

Riviera in White Sand is a worn limestone visual that not only bringsdistinctive color variation and organic texture but adds a sense ofcalming. It features rectified grout lines and a chalk-like finish.

Find the look of European fum-ing in oak and hickory thanks toSonoma's painted bevels.

The heavily veined marble of Ar-tic's Glacier offers layers of colorin a semi-translucent visual.

life’s moments

Mannington has combined our award-winning design and performance with the unmatched

brand recognition of Microban®. Microban® helps protect 24/7 against the growth

of bacteria and floors remain 99% cleaner than untreated surfaces.

Everyone wants a

cleaner floor.

Give your customers what they want - beautiful, durable, cleaner floors.Coming soon on ADURA®Flex, ADURA®Rigid, and ADURA®Max.

Now available on all Phenix carpets. mannington.com/cleaner

24/7SURFACE

PROTECTION

99%CLEANER


Keeping it RealRigid core offers realistic looks & intricate s By Ryane DeFalco

Karndean, Korlok Select, Canadian Urban Oak

intricate details

Mannington Mills, Adura, Swiss Oak

Shaw Floors, Floorté, Elite Series, Prodigy

Novalis, Dansbee

New technology is making it possible to offer a greater selection of visuals in rigid core products. And when it comes to replicating the look of other flooring categories, these products offer an array of designs that look just like the real thing.

Heartening Hardwood The look of hardwood is not only timeless, but also brings organic

elements to the floor. “Wood visuals are the predominate category for rigid core, reflecting how often rigid core replaces hardwood installs,” said Di Anna Borders, vice president, design at Armstrong Flooring. “Rigid core designs are trending toward cleaner, lighter and warmer wood visuals.”

John Crews, director of product design, Shaw Residential, said home-owners are installing hardwood looks as a way to brighten and soften the home. “Natural wood visuals that offer character and a large repeat make the consumer feel calmer,” he shared. “Walnut, hickory and maple are serving as alternates to oak and are becoming more popular in their raw, natural form.”

Sarah Gist, designer, resilient, Mohawk, noted oak is trending but visuals of pine, birch and ash are also making their presence known.

“These visuals can come in really clean to more rustic patterns,” she offered.

And according to Terry Marchetta, senior di-rector, residential styling, Mannington Mills,

“What’s sparking the consumer’s joy this season are minimal looks that feature un-

derstated visuals with light distress-ing centering around white oak, maple and hickory.”


Mohawk, SolidTech

AHF Products, Walk in Woods and Travertine Homestead

Beauflor, Style

Color PlayThe wide range of colors in the rigid core category is vast — whether patterns,

natural looks or even vivid hues, consumers have a variety of vivid color optionsto choose from.

“The most popular visuals are always wood and this year the blonde andhoney tones are making a huge statement,” shared Kimberly Hill, di-rector of marketing and creative design for Novalis. “Gray and griegewhich have been huge for years (it feels like decades!) are finally mov-ing out and making room for these new warm tones. In addition, wesee trends moving cleaner and lighter.”

Jamann Stepp, vice president of hard surfaces, The Dixie Group,said color trends are closely following those of the hardwood cate-gory. “In terms of design, color and finish we are beginning to seea transition away from extreme high variation in stain color to asubtler, monotone color palette. The darker and/or icy gray tonesare now giving way to more natural muted taupe and tan stain col-ors with more refined characteristics including less knots and less

mineral streaks.”Ana Torrence, hard sur-

face category managerfor Engineered Floors,

said color trends de-pend on the category

that is being replicated.For example, in hardwood,“we are seeing lighter and morenatural colors with cleaner grain andless gray tones. For tile visuals, grays are still verypopular as well as lighter natural tones.”

MSI, Bracken Hill




High-Definition DesignEF’s Ensignium channels tech to offer realistic looks & incomparable performanceBy Mallory Cruise-McGrath

[Dalton] Ensignium from Engi-neered Floors (EF) has separateditself from a crowded and compet-itive rigid core market by bringingto consumers the most realistichardwood visuals in a highly dura-ble, waterproof format.

In fact, according to EF’s hardsurface category manager AnaTorrence, Ensignium is the mostnatural looking product on themarket, next to real hardwood,due to its fewer pattern repeats.

“Ensignium has 30 to 35 dif-ferent patterns versus a normalSPC product which [typically]has five unique patterns,” sheexplained. “Normal SPC looks man-madewhereas Ensignium’s visuals come from anactual plank of real wood that is digitallyscanned. When Ensignium is installed, youdon’t see the pattern repeats on the floor —it looks organic, like real hardwood.”

EF employs the use of 3D printing tech-nology to achieve Ensignium’s visuals.

“Normal SPC uses PVC film and a PVCwearlayer, and since the wearlayer is plas-tic it has a plastic-like sheen,” noted Tor-rence. “Ensignium, however, features ourtransparent, acrylic EVERTUFF Clearcoatand has a natural luster.” What’s more,EVERTUFF Clearcoat coating providessuperior wearability and is rated AC 4making it suitable for commercial or res-idential traffic.

The DigiTal DifferenceToday’s consumer expects a floor that

looks natural. “Digital printing offers usthe opportunity to achieve that realis-tic visual,” said Torrence. “Normal filmprinting requires a cylinder to print an

image on a plank and that creates pat-terns that continually repeat; the brainsees these patterns repeat and it registersas fake.”

Ensignium indeed gives the consumera product that has both beauty and per-formance. “Ensignium is waterproof andis the perfect choice for active familieswith pets. Consumers don’t need to beconcerned about the floor being ruinedby water; it can be installed in all roomsof the home — bathrooms, laundry room,the kitchen,” said Torrence. “It’s durable totraffic and indentation resistant. Ensigni-um is dimensionally-stable so if you havea home that is not acclimated year-roundlike a vacation home, it will perform wellunder a wide temperature range.”

EF’s Ensignium is more than durableagainst water, traffic and scratches, it alsodelivers all the trend-right styles and de-signs consumers want.

“Aesthetics are changing now; we’removing towards lighter natural colorswith simpler and more classic grain-

ing. With digital printing,we’re able to take the colorsand styles we see in hardwoodand replicate those beautifullooks onto a waterproof for-mat,” said Torrence, adding,“Consumers aspire to have theorganic look of real hardwoodand digital printing allows usto offer that realistic aestheticand great performance.”

While offering consumersa product that meets theirneeds, it also offers retailersan opportunity to merchan-dise a differentiated productportfolio. “Retailers are trying

to find ways to make money and withSPC being so commoditized, Ensigniumis a different kind of product that offersreal consumer benefits and will allow theretailer an opportunity to increase mar-gins,” said Torrence.

Two collections make up the Ensigni-um portfolio: Transcend is 7˝≈ 48˝ andcomes in six colors, and the step-up AvantGarde comes in six colors and an 8˝≈60˝format. Avant Garde features EIR foradded realistic texture. “When you see thegrain, you feel the grain — it’s rich em-bossing,” Torrence said.

ENSIGNIUM IN USE[Dalton] Indeed, Ensignium already has a place on Main Street. Installed at Kirk’sCycle in Dalton six months ago, it has completely transformed the showroom, generalmanager Joann Estep Swartz shared with FCW.

“Ensignium is amazing,” Estep Swartz said. “We are a motorcycle shop and havekick stands and tires and packing supplies, wheels that don’t have tires on them, andEnsignium is phenomenal. If the floor gets a blemish on it, we can wipe it up with arag and it disappears. It has completely transformed our shop — it really holds up.”

Along with performance, Ensignium also brought the right décor to the store. “Itties in with the wood on the walls and overall style of the shop — it brought everythingtogether,” said Estep Swartz. “We added a splash of color with the carpet tile (alsofrom Engineered Floors) and it looks fantastic. I’d recommend Ensignium to anyonewho’s in the customer service, power sports-type of business — it’s the ideal flooring.” Ensignium meets the demands of Kirk’s

Cycle in Dalton, Ga.

With its beautiful visuals and durability, Ensignium is primed forcommercial or residential settings.

The Most Advanced Technology In Engineered Waterproof Flooring. ENSIGNIUM, the new rigid core collection from Engineered Floors Hard Surfaces, comes with nature’s powerengrained. Utilizing the most advanced technology in the industry, ENSIGNIUM is 100% waterproof, exceptionallyscratch resistant, and looks and feels like real wood.

engineeredfloors.com


Keeping it RealContinued from page 19

Armstrong Flooring, Empower

Southwind, Rigid Plus

Mohawk, Tranquility Seeker

Delicate DetailsRigid core suppliers are also bringing to market

unique embellishments such as integrated grout and realistic textures including graining and wire brushed looks.

“Technically, there has been huge progress on surfaces and bevels, allowing for much more matte looks as well as improving overall realism of the product,” said CFL director of marketing Jerome Nurenberg. He said CFL uses digital print “to print directly on film which allows for a much larger amounts of unique visuals in one product.”

As a supplier of rigid core and hardwood, AHF Products has its finger on the pulse of hard-wood’s most trending designs. And that serves as inspiration for the company’s rigid core offerings. “Many of our wood looks reflect the superior white oak aesthetic of fewer knots and limited mineral streaks,” shared Sara Babinski, senior design manager, AHF Products. “These quiet looks are balanced out by a number of more rustic designs — still in demand as the

artisan, modern farmhouse trend continues. Our

overall embossing tex-tures have received unso-

licited positive feedback for their natural look and beauty.” Added Mannington’s Marchetta, consumers are steering away from aggres-sive textures and saturated stains. “Today it’s all about plank-to-plank vari-

ation and soft edge spalting, subtle wire-brushing or fuming techniques.”


Dixie Home, TRUCOR

CFL, Firmfit XXL

Engineered Floors, Ensignium

Taking the Long ViewSuppliers continue to push the envelope in offering dramatic looks in long plank formats. Just as the rigid core category continues

to grow, so too do the size of planks that consumers choose for their spaces.“Speaking generally, for the rigid core category the big trend in terms of design is longer and wider,” said CFL’s Nurenberg. He

added digital printing technique “allows us to launch products like our supersizedFirmfit rigid core lines (72˝ planks and 24˝≈ 48˝ tiles) which come with an

extremely realistic EIR surface, a newly developed enhanced bevel andperhaps more importantly a very large amount of unique visuals.”

And while consumers tend to follow a specific visual rath-er than a format, “We’ve found that large format sizes are

popular among homeowners,” said Jenne Ross, KarndeanDesignflooring’s director of marketing.


down, a flexible plastic tongue is pushed into a tongue groove. As the panel reaches its final position, the tongue snaps out into a wedge groove,” creating a click sound and locking the product.

She added the reliable performance and easy installation of 5G Fold Down® is sure to make a good impression with buyers. “The cost and time benefits of an easy and fast installation, such as 5G® Fold Down offers, are huge. Combine that with the longevity and perfect results achieved with 5G® Fold Down, and it's a very attractive option. If the design and format of the floor panels are of utmost importance during the decision pro-cess when buying a floor, the installation sys-tem featured on the product has a big say in the final customer satisfaction.”

Kimblad noted 5G® Fold Down can sim-plify the installation process — making a good impression on the DIY community and contractors alike. “Choosing a floor with a mechanical locking system — which is faster and easier to install — can also contribute to a better end-result and lower overall cost.”


Installation InnovationsVälinge’s Liteback® & 5G® Fold Down performBy Ryane DeFalco

[Viken, Sweden] The integrity of a flooring installation is imperative whether completed by a professional or a DIY consumer — and Välinge is making installation easier for all with two of its technological innovations: Liteback® and 5G® Fold Down.

“Floor installation should be a fast and simple process with perfect results every time,” said Laetitia Kimblad, director, floor locking. “That means no gaps between the boards, no unevenness and no squeak-ing sounds. Equally important, the floor should remain perfect for its lifetime … Products become simpler to handle as they are lighter, and installation has never been so fast and easy for professional or DIY installations.” Kimblad added that using 5G® Fold Down and Liteback® together in a resilient floor installation ensures a “really outstanding customer experience.”

Välinge technology not only makes the finished product easier to achieve but simpli-fies several steps in the floor’s journey from inception to shipping to finished installation.

“We discussed sustainability and the pros and cons related to the growing segment of LVT and SPC flooring,” Per Josefsson, direc-tor, plastic floor technology, recalled of the technologies’ creation. After speaking with resilient suppliers, consumers and installers, “They all agreed that existing products were too heavy, which makes transportation inef-ficient and expensive. The installers, mean-while, complained that the heavy product was making installation harder than it should be.” Now, the industry can turn to Liteback® and 5G® Fold Down for an ideal solution.

Less Weight, More resuLtsVälinge told FCW its Liteback® technolo-

gy can reduce a product’s weight by up to 20 percent. “We achieve this by removing a por-tion of the core material from the back of re-silient flooring with a grooving unit machine,” said Josefsson. “It results in a lighter product,

meaning transportation costs are lower and fewer transportations are needed” as more product can fit in shipping containers.

Liteback® is sustainable, creating less waste and less CO2 emissions during transporta-tion due to its lighter weight. “The material that we remove to make the grooves can be recycled in the production process — reduc-ing material consumption by up to 20 percent while improving raw material efficiency and saving more product costs,” Josefsson shared.

He added Liteback® can also be used for optimization. “It offers a way to increase thickness and, thereby, robustness and the freedom to choose the preferred mechan-ical locking system — without increasing the product's weight ... It's a way to offer a higher value product without adding costs.”

And Liteback® is especially beneficial as transportation is affected by COVID-19. A quicker installation makes for happier con-sumers and more time for installers to ac-commodate their full schedule of projects. “The growing number of home deliveries — often by so-called ‘one-man deliveries’ — have also put pressure on manufacturers to reduce the weight of each box,” a problem Liteback® can help solve, Josefsson added.

With its aid to transportation woes, sus-tainable properties and ease of installation, Liteback® offers solutions for every stage of the floor’s life. “A lighter product will always be beneficial in the installation process, both for professional or DIY installations,” said Josefsson. “Each floorboard is lighter, making it much easier to handle.”

FoLd doWn deLiversAccording to Välinge, its 5G Fold Down®

offering, part of the company’s established 5G range, makes installation a breeze.

“All you need to install flooring panels with 5G Fold Down® is one person, one pair of hands and a single movement,” as-serted Kimblad. “When a panel is folded

The grooves on the bottom of Liteback®ease installation woes.

5G PAIRS PERFECTLYRetail sales associates can add to the overall flooring sale with Välinge’s 5G range. Laetitia Kimblad, director, floor locking, Välinge, shared how the com-pany’s 5G offerings match the good/better/best product positioning often offered by flooring manufacturers:

Good: “Angling/snapping systems, such as 2G™ Angling, where both the long and short side of the panels are angled and snap into place. More time consuming than Push and Fold Down systems, especially for long panels.”

Better: “Push Down systems, such as 5G-i™ Push Down, or so-called one-piece systems. Particularly suitable for resilient products. Locking is provid-ed by an integrated locking element. Requiring more force (e.g. use of soft-faced hammer is needed) to install than Fold Down systems.”

Best systems: “Fold Down systems, such as 5G® Fold Down, or so-called two-piece systems. Providing the fast-est and easiest installation. When a panel is folded down, a flexible plastic tongue snaps out into a wedge groove, emitting a ‘click’ sound and locking the floor panel vertically and horizontally.”

5G Fold Down® helps with the installation ofthis LVT floor.

The sustainable alternative for resilient flooringYes, it's true. With our patented Liteback® technology, you get up to 20% less weight. That's about 3.5 kg less per package. Or you can make your flooring thicker, with no added weight. Just think about the savings in transportation and lower environmental impact. And all this is thanks to the Liteback® grooves on the backside of the floorboards. Liteback® it's also a perfect match with the 5G® Fold Down technology.

Simple, you might say. Innovative, we call it.

Get a little less

Licensed by

Välinge Innovation AB | [email protected] | valinge.com | Liteback® and 5G® are trademarks for patented technologies – invented, registeredand owned by Välinge Innovation AB. Use of the marks or technologies is under license.


Visuals in vinyl flooring continue to evolveto look more like true hardwood or tile andstone. Recently, there has been an increasein the number of companies offering digi-tal printing directly onto the rigid core, forexample. However, this technology is stillin its infancy and there are some who arenot sold on its benefit, opting instead tohone in on improving emboss-in-register(EIR) and bevel technology. But whateverthe tech, one thing is clear: rigid core’s re-alism is consistently improving.

GoinG DiGitalWhile technically all rigid core print films

are printed digitally, a new innovation hasemerged where manufacturers are able toprint designs directly onto the core, thanksto the rigidity of SPC and MgO products.However, there are both pros and cons tothis method of printing.

“The primary substrate for digital printtoday is SPC and/or MgO core. These twosubstrates provide a dense, dimensionallystable platform to work with,” explainedThe Dixie Group’s vice president hard sur-faces, Jamann Stepp. The way the printingworks, he said, “In layman terms, the tech-nology is basically that of ink-jet printer …but a very sophisticated one at that.”

Noted Jasmine Geerinckx, business de-

velopment manager IP with focus on thedigital printing market, Unilin, “Digitalprinting can be achieved on any core orweb-shaped material. There are mainlytwo possibilities for the technology, eithera web-shaped carrier material is printedwith an inkjet printer, and then laminat-ed to the core, or the core is printed upondirectly, after having been prepared withsuitable varnishes.”

Engineered Floors (EF) has recentlyadopted digital print technology. Hardsurface category manager Ana Torrencenoted this technology has been popularin Europe for years. “Digital print is a 3Dprinting technology that can be performedon any flat surface that accepts ink. It useswater-based inks which are safer for theworker in the manufacturing process ver-sus solvent-based inks used currently forfilm décor,” she said. She added recent in-novations in 3D printing allow for an au-thentic texture “that matches the grain ofwood exactly.”

And there are other kinds of digitalprinting, such as dimensional ink systems,“[where] the ink itself provides dimensionas opposed to the more traditional methodsof embossing that create texture and dimen-sion. These systems have some challenges inthat they don’t use traditional cap films for

protection,” explained Kurt Denman, chiefmarketing officer, Congoleum. The ink islayered on top of the product, meaning thatit is not possible to use a protective layer overtop. Because of this, he said, over time theink could experience performance issues.

Some companies that are not sold on thebenefits of digitally printing on the coreprefer the tried-and-true methods of em-bossing. “Digital print has been around fora while. Porcelain and ceramic have beenprinting digital for years. For rigid core, itis a new offering,” said Sam Kim, senior vicepresident, product at MSI. However, henoted MSI considers the quality to be lesshigh definition than available print films.

Digital print can also be more expensive,said David Thoresen, Armstrong Floor-ing’s senior vice president, product andinnovation. “We find that at this point, thefinal product is not worth the added costand process, which is slower and harder tointegrate into the flooring process. At thispoint we don’t believe digital print is worththe associated cost, but it is something thatwe’re working on for the future,” he said.

Bret Perkins, vice president hard sur-

Tech EvolutionAdvancements in visual capability increase realismBy Kacey Perinelli

“THE MORE NATURAL PRODUCTYOU SCAN, THE MORE RANDOM

AND INFINITE THE REPEATSWILL BE.”

— JAMANN STEPP, THE DIXIE GROUP

BRINGING ITBy Kacey Perinelli

Technology continues to evolve, allowing for extremely realistic designs in vinyl flooring,particularly rigid core flooring. Realism is enhanced through use of embossed-in-regis-ter (EIR) technology, bevels and even digital printing, to name a few. Below are justsome of the latest and greatest rigid core looks.

Armstrong Flooring’s Empower rigid corehas twice as many unique planks to re-duce repeats, which increases realism.

Serenbe in Cottage Pine Char by Novalisfeatures increased stain, scuff and scratchresistance in an on-trend package.

Embossed-in-register texturing givesthese floors from Southwind a realistic,natural wood look.

Mannington’s Adura rigid core collectionfeatures true-to-life knotwork that enhanc-es its natural visual.


face, Southwind Carpet & Hard Surface,agreed, “Digital print has benefits but isstill expensive to mass produce.” He not-ed Southwind believes using a melaminetop layer is where the category is headedbecause it allows you to achieve multiplegloss levels, which is a more realistic look.

The advantage of digital print is large-ly attributed to its lack of pattern repeats,said Barron Frith, president CFL NorthAmerica, which he shared is also achiev-able when printing to a film. “Currentlythough, embossing technology is not upto our standards yet, neither is the scratchresistance. However, we so see many im-provements being made and we do see itbecoming increasingly important in thenear future,” he added.

EIR REalIsmWhile digital printing has come a long

way, it is still an evolving technology andthere are many who prefer emboss-in-reg-ister to direct-to-core digital print.

Jon England, resilient category director,Shaw Residential, said the biggest bene-fit of digital print technology is its patternrepeat story, which isn’t as important in aresidential install. He said, “In residen-tial, we more commonly use techniqueslike embossed-in-register (EIR), blendinghardwood species to create more complexvisuals, and our newest innovation, En-hanced Natural Realism, available on ourlatest mineral core platforms. This designbreakthrough more closely mimics the lookof real hardwood by capturing high and low

gloss levels in the same plank, something noother rigid platform can achieve.”

The most well-known benefit of EIRtechnology is that it allows floors to trulyfeel like real hardwood. “This specializedsurfacing technique has come a long way,to the point where you can now feel knotsin the flooring despite them being printed.It’s also remarkable that we can achievethis texture while maintaining a 20milwearlayer. It’s the best experience of realwood without any of the stress or extramaintenance,” noted Doug Jackson, pres-ident of Cali.

Explained region manager, Northand South America for Välinge, LennartThålin, there are many technologies con-tributing to realism today. “EIR, deep andrealistic embossing and improved soundproperties are some features that contrib-ute to increase realism and performanceof rigid core flooring. As an example,Välinge’s Liteback technology can help op-timize sound properties in such productsand reduce the negative impact of the highdensity and weight of most rigid boards,”he said.

Mohawk too has opted for EIR over dig-ital printing at this time. “We even do em-bossed-in-register on stone visuals — some-thing most aren’t doing yet,” noted MelissaKroll, senior director of creative design anddevelopment, resilient. The company is alsoadding multilevel embossing to some of itsrigid core lines. “Featuring multiple andmore random embossed depths, this tech-nology provides greater realism that differ-

entiates our products,” Kroll said.Continued improvements in texturing

and wearlayers will add to the realism sto-ry of rigid core floors, argued Tressa Sam-dal, director of easy luxury marketing andproduct management for Happy Floors,adding, “It is also important to note [the]improvements in underlayment and at-tached pad technology [which] minimizessound transfer that is so critical in multi-family and commercial applications.”

Gary Keeble, vice president of market-ing, Metroflor Corporation, said scanningquality also contributes to realism. “Wecan scan at very high dpi, which givesmore robust visual data with which towork. Through improved separation soft-ware over the past eight years, we are get-ting better at manipulating images, whichhelps when translating them to and en-graving them on the cylinder.” He agreedalso that in-register embossing has trulybeen a game changer.

What makes a product stand out, saidLindsey Nisbet, director of marketing forEarthWerks, is what you do to the prod-uct itself. “Painted bevel really makes theproduct stand out because it makes it lookmore like a hardwood floor,” she said. But“the biggest piece is the embossing. Whenyou have a good emboss on the print films,it really makes them pop.”

Now there are even new methods forembossing, including incorporating it intothe roller. “It’s streamlined, faster, efficient.The roller does the EIR that matches theprint film. It’s awesome,” she asserted.

Pro9 from Axiscor features painted beveled edges and EIRtextures in a wide and long plank.

Ensignium from Engineered Floors features digital print technologywhere the image is printed directly onto the core.

Coretec Plus HD in color Blended Sienna features new EnhancedIntegrated Bevel technology to up its true-to-life visuals.

Keeping with the trends in tile and stone, CFL’s Firmfit XXL isavailable in an extra-large 24 ×̋ 48˝ tile format.


Main MessageTo help facilitate the shopping ex-

perience, Novalis is coming into 2021 with a clear marketing strategy, all-new website and improved catalog experi-ence. “Our marketing strategy today is all about meeting our customers where they are … which in many cases is not in store nor is it at the shows but rath-er from behind a computer, tablet or phone,” Hill said.

She continued, “We will be work-ing with influencers and across all social platforms to inspire the end consumers while developing an easy to navigate, inspirational and informational web-

site.” Novalis is also working on tools and educational content to inform and support its distribution partners, she said.

The company’s website is a piece of this new strategy — everything will be different, said Hill. “I like to say that this is a full facelift rather than just a little Botox,” she offered. The website will be cleaner and easier to nav-igate and will feature room scenes and multi-plank swatch shots for every single SKU.

“In addition, we have already improved our visualizer enabling customers to vi-sualize our products in her room. We will also be offering sampling directly from our website,” which will help consumers make the purchasing decision from the comfort of her own home, Hill explained.

Noted Hohenstein, “Our mission at Novalis is to provide products to our customers that are beautiful, innovative and sustainable. How we achieve that is ever-changing. In order to keep up with beauty, innovation and sustainability you must always be willing to evolve and grow. This year is no different.” Novalis, he said, will continue to meet its cus-tomer where she shops and continue to research trends to give her the style and attributes she is looking for while work-ing toward new and improved sustain-able practices.


E M B R A C I N G InnovationNovalis ups its game in 2021By Kacey Perinelli

[Dalton] Novalis Innovative Flooring is in constant pursuit of excellence in all fac-ets of its business. From original designs to displays and marketing materials that simplify the sales message, Novalis is going above and beyond to make sure it is giving consumers what they want.

new & UpdatedSaid director of marketing and cre-

ative design for Novalis, Kimberly Hill, the company relies on inspiration from many different areas to forecast trends. “However, especially today, we feel that our customers are driven by current events and are craving an escape. We want to help them create that escape within their homes,” she said.

New to the NovaFloor family and launching in April of this year, Dansbee™

is a rigid product with pad attached that was inspired by a southern California life-style. Shared Hill, “Beautiful landscapes, fresh air and modern but relaxed furnish-ings were all words that came to mind when discussing the inspiration for Dans-bee. This collection is lighter, brighter and cleaner than any collection we have ever created.” It includes 12 SKUs that include an almost white tone as well as an array of blondes in 7˝× 47.75˝ planks.

Novalis has also made updates to its popular Lyndon and Serenbe collections. Said Nate Hohenstein, director of strate-gic accounts for Novalis, “In all portfolios there will be SKUs that are at the bottom and underperforming. We chose to replace those underperforming SKUs in order to offer some newness within our existing collections.” He added the entire Lyndon collection will be upgraded to Lyndon Plus, a rigid core with pad attached.

DISPLAY DESIGN[Dalton] In keeping with the spirit of updating its brand mes-saging, Novalis Innovative Flooring has redesigned its Nova-Floor® Flooring Design Center for 2021.

“The original NovaFloor Flooring Design Center is stillsuch a fantastic selling tool. It was designed to showcase theNovaFloor products in a way that paired beautiful form withfunction,” explained Nate Hohenstein, director of strategicaccounts for Novalis. The display is built to look like a pieceof modern furniture and can house over 100 SKUs in a verysmall footprint.

In 2021, Novalis is updating to version 2 of its Flooring DesignCenter. “We kept all of the same functional features and hous-ing but updated by changing the color slightly to a currentlytrending darker shade of gray. Through modern innovations wehave taken the opportunity to improve the lighting. We havealso updated the branding including the logo header, the iconson the front panel of the display and all of the informationalboards,” Hohenstein shared.

In addition, Hohenstein noted the informational boards willinclude easy to understand content, perfect even for consum-ers who are not familiar with LVT. It will also feature multiple QRcodes that will link to more information and help the RSA to tellthe NovaFloor story, he said.

Dansbee in French Oak is just one of the light and clean visuals available in Novalis’ latest rigid core collection.

The visualizer available on the new NovaFloor website will make itsimple for customers to envision their new floors from the comfortof home.

COMING APRIL 2021


Made to PerformRigid core is ideal for homes with active lifestylesBy Kacey Perinelli

High performance and rigid core flooringgo hand-in-hand. Rigid core is known forbeing 100 percent waterproof, dent- andscratch-resistant and easy to install. Andwith benefits meant to withstand busylives, rigid core flooring is poised to standthe test of time.

Why Rigid?“Rigid core flooring is a great option for

active households and families with kids andpets,” said Shaw Residential resilient cate-gory director Jon England. Shaw has evenintroduced new scratch-resistant technologyto offer more protection from pet paws.

Sam Kim, senior vice president, productfor MSI said rigid core flooring is a “Tru-ly life-proof option — no maintenance, nosealing, no waxing, waterproof, stain-resis-tant and scratch-resistant — all in the lat-est, most fashionable designs.” He advisedto sell rigid offerings at retail, it is import-ant to let the product be the hero.

These floors offer the consumer assur-ance and confidence, shared Mary BethSharp, Mohawk’s vice president of market-ing, resilient. “Rigid core is easy to clean,innately wear- and water-resistant. SPChas added dent protection,” she said.

Ana Torrence, hard surface categorymanager for Engineered Floors agreed.“Rigid core is waterproof, so the floor isnot damaged by water. It is stain-resistant,scratch resistant and the perfect choice foractive families and pets,” she said.

Director of marketing and creative de-sign for Novalis, Kimberly Hill noted thewaterproof promise allows the consumerto install rigid core flooring in kitchensand baths without worry. “In addition, ourrigid core products are all scratch and dentresistant, easy to install (a huge benefit forthose who are busy) and all at a reasonablecost,” she added.

Rigid core offers competitive pricing withgreat looks and ease of install, said JohnRocconi, senior director hard surface atStanton. “Aesthetically [it] meets a variety

of design styles with added texture choicesas well as color options.” It can also be ap-plied over most existing floors, he said.

In terms of standing the test of time, “Anaverage homeowner is going to have theirbabies and send them off to college beforethey need to replace their SPC flooringand by then, it’s probably good time to up-date the décor anyway,” offered Rokplank’smanaging director, Sedat Bayramoglu.

And, the technology of rigid core is im-proving every day. “Mannington’s Adurafloors are inherently ‘kid and pet friendly’because they are waterproof, scratch- andindentation-resistant and easy to main-tain,” said vice president of resilient prod-ucts for Mannington Residential, Jimmy

Tuley. Mannington, he said, has also add-ed Microban to its Adura products for thecoming year, which offers 24/7 protectionagainst growth of bacteria to keep flooring99 percent cleaner.

SaleS TechniqueSMany types of flooring on the sales

floor tout high performance, includingperformance against water and dents. Tosuccessfully make the rigid core sale, it isimportant for the RSA to know the ins andouts of what rigid core offers, includingwhat is promised in product warranties.

“People want to know if their flooringproducts will stand up to the demands ofpets and active families. If you’re not guar-anteeing against pet accidents for a water-proof floor, you are not competitive withwhat most rigid core products are offering.It’s become a baseline feature,” explainedGary Keeble, vice president of marketingwith Metroflor Corporation. Pet protec-tion, he said, is now an expectation for rig-id core offerings.

It is also important to qualify the con-

Rigid core flooring can go anywhere throughout the home, including kitchens. Pictured hereis from MSI.

“THROUGH PETS, KIDS, SPILLS, SCRATCHING AND ALL THEDIFFERENT OPPORTUNITIES THAT LIFE THROWS AT THE FLOOR,

RIGID CORE FLOORING ALWAYS MAINTAINS ITS BEAUTIFUL LOOK.”— DAVID THORESEN, ARMSTRONG FLOORING


sumer. Noted director of specialty flooring,Axiscor, Art Layton, “Discussing all theattributes of rigid core is very importantand after finding out the real needs of theconsumer you can better determine what‘flooring choice’ is best. There is no suchthing as a perfect floor, but there are veryfew products that offer as many key attri-butes as rigid core floors do.”

Jenne Ross, director of marketing forKarndean Designflooring, agreed, “Whilethere are other formats of flooring thatprovide ‘family-friendly’ benefits, it’s im-portant that the RSA asks qualifying ques-tions to determine the other overall wantsand needs of the customer.” For example,she said, those who enter a store asking for“waterproof flooring” are likely looking fora floor that fits their busy lifestyle, such asa floor that is durable and easy to clean.

“Highlighting the attributes of the floor-ing that are specifically designed to deliv-er this stress-free experience is a winningstrategy,” suggested Cali’s president, DougJackson. The benefits that eliminate stressinclude protection against water, scratch-es, dents and messes, he said.

“When comparing rigid core to other cat-egories it is pivotal that the floor’s durability,scratch resistance and waterproof construc-tion are highlighted to the customer,” saidWhitney Myers, communications coordina-tor, Beauflor. She added compared to otherflooring, rigid core will perform better overtime and require less maintenance.

RSAs should also explain to the con-sumer that rigid core flooring passes allof the “tests” of a stress-free and long-last-ing floor, said Jamann Stepp, The DixieGroup’s vice president hard surfaces. “Thedimensional stability, ease of installationand maintenance, along with on-trend de-sign are just of few of the benefits that therigid core category possesses,” he said.

And rigid core’s installation story is alarge part of the equation, shared LindseyNisbet, director of marketing, EarthWerks.“Part of the reason rigid is great is it’s so easyto install,” she said, which she noted is a bigdeal to consumers. Along with this, the per-

“THE BENEFIT IS ASKING THERIGHT QUESTIONS AND PROVIDING

OUR RETAIL PARTNERS WITHFLOORING OPTIONS THEIR

CUSTOMERS NEED.”— BRET PERKINS, SOUTHWIND

formance factors and its ability to look likehardwood set rigid core apart, she added.

“Rigid core products including WPCand SPC were developed to facilitate fastand easy installation without the need foracclimation, and improved durability anddimensional stability,” Brian Parker, direc-tor, product management, AHF Products,said. He added SPC would be a great choicefor those who are building a workshop orhome gym due to its dent resistance.

Not only is installation fast with a rigidcore floor, it is also possible even when thesubfloors have minor irregularities. “As afloating option, installation can be forgiv-ing over less than perfect sub-floors and asmost include an acoustical backing, theycan help mitigate the hollow sound associ-ated with previous generations of floatingfloors as well as sound transfer betweenfloors,” said Chris O’Connor, Congoleum’spresident and CEO.

Added David Thoresen, senior vicepresident product and innovation at Arm-strong Flooring, “Its rigid design meansthat it won’t telegraph subfloor irregular-ities or indent, key benefits compared toother product offerings. Also, there is anacoustical benefit to rigid core flooring be-cause of the attached underlayment, mak-ing it quieter underfoot as well as fromfloor to floor.”

Floris Koopmans, business develop-

ment manager at Unilin, agreed. “Peoplewith pets and kids may like the lowernoise generation, for example, of childrenplaying with toys on the soft PVC surface.”

Some companies are introducing theirown innovations to aid in sound abate-ment. “The pinnacle though comes withNovocore Q, which is six times quieterthan SPC for walking and impact sounds,”said Barron Frith, president CFL NorthAmerica. He said this is likely even moreappreciated now that people have beenstuck at home together for months.

At retail, product warranties can alsohelp highlight the benefits of rigid core.Tressa Samdal, director of easy luxurymarketing and product management withHappy Floors, said, “Most warranties as-sert that the vinyl finish layer of the prod-uct will not ‘wear through’ under normaluse, so long as the product was installedand maintained according to instructionsprovided by the manufacturer.” This cangive peace of mind about a rigid core pur-chase for the consumer, she noted.

“Today’s rigid core products are ex-tremely durable and perfect for high traf-fic areas. This is reflected in the compre-hensive warranties most manufacturersare willing to offer, ranging from 30 to 50years, and in some cases, lifetime residen-tial warranties,” added Steven Wagner, di-rector of marketing, Wellmade.

The LuxeCraft collection from Karastan is both stylish and able to perform in areas wherewater is a concern.



Standing OUTDesignability & quality set Karndean Designflooring apartBy Kacey Perinelli

When laid parallel to each other, stone and wood offerings from Korlok Select and KorlokReserve easily interlock.

Karndean has made herringbone easier to install than ever with its locking system specifically designed to lay planks in a herringbone pattern.

[Export, Pa.] Creating beautiful luxury vinyl flooring has been a goal for Karndean Designflooring right from its start in 1973. Since then, the vinyl category has evolved and Karndean along with it. In fact, Karn-dean offers several rigid core ranges — its Knight Tile and Van Gogh ranges, which are both available in gluedown format as well as rigid core, and its Korlok ranges — Korlok Reserve and Korlok Select.

Korlok Select was first introduced in 2017 and included 12 North American and Europe-an woods. Noted Jenne Ross, director of mar-keting for Karndean, “We spent more than three years developing Korlok Select because it was to be the first Karndean Designflooring rigid core range.” She said Karndean wanted to ensure its rigid core stood up to retailers’ expectations, stood out in the competitor landscape and was able to uphold Karndean’s reputation of high-end design and quality.

Personalized designIn addition to offering beautiful styles in

each of its high performing floors, Karndean seeks to provide consumers with the ability to use one design on its own or to blend mul-tiple colors from the same range to create a floor that is truly and uniquely their own.

“Just as important to us as developing formats that fit consumers’ busy lifestyles is offering these formats in ways to de-liver design personalization,” explained Ross. She noted that often, Karndean will provide the same design in multiple col-orways, allowing homeowners to use two or more colors within the same floor for a high variation look.

Several Korlok Select designs are available in either a 56˝ × 9˝ wood plank or 18˝ × 24˝ tile, both of which pair with a smaller coordi-nating herringbone format. “Herringbone is a classic flooring pattern that adds visual in-terest to a space,” Ross said, adding, “Our her-ringbone planks have a locking mechanism specifically designed to be laid in this pattern, because this installation cannot be achieved with a standard locking mechanism.”

These coordinating styles allow for color continuity between rooms without sacri-ficing the possibility of including pattern designs within the floor, said Ross. She ad-vised, “Lay the full-size plank in open floor layouts and the herringbone plank in small-er areas, such as bathrooms and entryways.”

The Korlok designs also allow for mix-ing of both wood and stone visuals. “For the homeowner who wants to have wood and stone in adjoining rooms, by choos-ing from either the Korlok Select or Kor-lok Reserve ranges (which includes 48˝ × 7˝ planks), they can easily interlock wood and stones together, so long as the two products are laid parallel to one an-other,” Ross shared.

Later in 2021, Karndean plans to add addi-tional wood designs to both its Korlok Select and Reserve rigid core ranges. Ross offered, “The latest visuals are developed from elm, sycamore, maple and oak, and include two existing Korlok Select designs in an addition-al herringbone format for added design flexi-bility and personalization possibilities.” Many new additions will be available in mid-warm browns, extending color assortment and op-tions for homeowners, she added.

And, in keeping with the company’s mission to deliver not only beautifully de-signed visuals that are unique to Karndean but great customer service as well, Ross told FCW the company offers a typical order turnaround of 48 to 72 hours. She noted too Karndean boasts unparalleled inventory levels, personalized service and low claims, cementing Karndean Design-flooring as a reliable business partner.

GORGEOUS GROUT [Export, Pa.] Karndean Designfloor-ing’s Korlok Select range continues to grow, with over 40 choices across wood and stone. Last fall, the compa-ny introduced Korlok Select stone de-signs, most of which include color-co-ordinated and seamlessly attached InteGrout™, which eliminates the need for messy grouting processes.

“Korlok Select stones with InteGrout™ can be installed and walked on in the same day and requires less tools, time, and labor than ceramic and porcelain. At just one third of the weight of the aver-age porcelain tile of the same size, Korlok Select can be easily transported and in-stalled in any level of the home,” shared Jenne Ross, director of marketing for Karndean Designflooring.

Unlike products with painted bevels and typical textured grout, smooth In-teGrout™ is stain-resistant, does not harbor dirt or bacteria and easily wipes clean. “With hygienic and easy-to-clean products top of mind for consumers in today’s climate, the ability to easily clean a grouted tile floor has tremen-dous appeal,” said Ross.

differentlySEE RIGID CORE

See for yourself at www.karndean.com/newto2020.

Karndean is invested in providing high-quality products that you can stake your reputation upon, including the new Korlok Select stones with InteGrout™. With three

well-stocked distribution centers strategically located across the country, we can accurately and quickly fulfill orders to hit the tightest of schedules.

Brunella Marble SM-RKT3013-G


Waterproof & Wonderful Rigid core stands up to moisture By Kacey Perinelli

Performance benefits continue to evolve in all flooring categories, and one of the con-sumer’s biggest asks is how a floor stands up against water. Indeed, retailers have reported that some consumers specifical-ly ask for waterproof flooring. WPC and SPC are indeed known to be waterproof (the verdict is still out on MgO), however, “waterproof” does not mean “bulletproof” and it is important to be clear about what is promised when making the sale.

Waterproof or Water-resistant?When talking about waterproof at re-

tail, it is important to explain the defi-nition of waterproof, how it is different from water-resistant and what is or is not covered, for example small spills versus a failing dishwasher.

“Describing a product as ‘waterproof ’ typically means that the floor can stand up to the rigors of daily life. Each manufac-turer’s warranty is different, but it’s stan-dard to cover ‘every day’ water such as rain tracked indoors from outside, water from dog bowls and liquids from small spills,” noted Jenne Ross, director of marketing for Karndean Designflooring. This does not include prolonged exposure, floods or natural disasters, she added.

The waterproof versus water-resistant debate is becoming more prevalent with the increased number of products that ad-dress moisture issues, said Art Layton, di-rector of specialty flooring, Axiscor. “Mois-ture will not negativity affect the rigid core products’ dimensional stability, but it will not 100 percent stop the migration of moisture for top down or bottom up.” For

example, he said rigid core is not a mois-ture barrier if there is pre-existing water from the subfloor or water that stays atop the floor long enough to leak below.

The difference between the two often comes down to time of exposure. “[Rigid core] floors are waterproof. Which is to say that even fully immersed in water, they are unaffected. Water-resistant generally means they tolerate some water or mois-ture exposure, if not for a prolonged period of time,” president and CEO of Congoleum Chris O’Connor, told FCW.

“Waterproof means that the flooring can withstand water or other liquids for an un-limited amount of time without damage to the product. Water-resistant means that it can take on some water or liquid for a pe-riod of time but eventually the liquid could penetrate between the planks or tiles and cause damage,” agreed Kimberly Hill, di-rector of marketing and creative design for Novalis Innovative Flooring.

Sam Kim, senior vice president, prod-uct, MSI, noted, “There are several tech-nical differences [between water-resis-tant and waterproof], but one of the differentiators is the time of water expo-sure. Waterproof products can withstand moisture for longer period of time than do water-resistant offerings.”

And the amount of time can change from manufacturer to manufacturer. “Our defi-nition of waterproof: put it in a bucket of water and take it out after 24 hours. If the boards moved in any way shape or form, Novalis delivers 100 percent waterproof flooring with realistic wood-look visuals.

Rigid core flooring — such as Engineered Floors’ Triumph collection — works well in moisture-prone areas.


a big investment and follow the manufac-turer’s recommendations for regular main-tenance,” said Metroflor Corporation’s vicepresident of marketing, Gary Keeble.

Waterproof means the product will notswell or expand due to long-term exposureto moisture, noted The Dixie Group’s vicepresident hard surfaces Jamann Stepp. “Ofcourse, long term exposure to moisturemay cause other issues in the home thatneed immediate attention,” he cautioned.

Senior marketing manager with Beau-flor Tami Stahl said the difference in ter-minology can open the door to misinfor-mation. She shared, “The simple answer isthat while the rigid core flooring materialitself is waterproof, the installation meth-ods, locking mechanism and floor prepwill determine if the installed floor is wa-terproof or simply water-resistant.”

Part of keeping water from penetrat-ing to the subfloor is the locking systemthat is used. Shared Lennart Thålin, re-gion manager, North and South America,Välinge, “Even though rigid core flooringpanels are waterproof, the locking systemused on the product, among other func-tions, plays an important role to ensure

“SPC AND WPC AREWATERPROOF. THAT MEANS

THAT THE CORE WILL NOT BEDAMAGED BY WATER.”— ANA TORRENCE, ENGINEERED FLOORS


it’s not waterproof,” explained president,CFL North America, Barron Frith, who ac-knowledged there are other definitions inthe industry.

Regardless of the particular time limits,most rigid core products are consideredto be waterproof. “Wood and laminate aretypically not waterproof, although somemanufacturers have water-resistant woodsand laminates. Glass back sheet vinyl andceramic tile would be waterproof similarlyto rigid core products,” said senior directorhard surface for Stanton, John Rocconi.

The material of the floor also plays intowhether it is technically waterproof orwater-resistant. “The rigid core materialwe use in Cali Vinyl is a flexible limestonecomposite that we know to be 100 per-cent waterproof. This floor has been sub-merged for days without damage. Otherflooring types, especially those containingany natural wood material, may be highlywater-resistant, but recurring moisture iseventually going to have some kind of ef-fect,” noted Cali’s president, Doug Jackson.

What’s PromisedOf course, just because the flooring

itself is waterproof does not mean thesurrounding areas of the home will notbe affected if a major water event occurs.Waterproof flooring is not meant to be abarrier for existing water issues or unex-pected large-scale events like floods.

“Just because the floor is waterproof doesnot mean everything around it is water-proof. If water gets under the flooring, itcan damage the subfloor or perimeter walls.RSAs must caution consumers that theyshould treat their floor with care because it’s

that water cannot leak through the joints,down to the subfloor.”

Tressa Samdal, director of easy luxurymarketing and product management forHappy Floors, said, “Most rigid core prod-ucts are waterproof, but as an easy luxuryrigid core brand we say water-resistant asthere is no guarantee that the subfloor hasa moisture barrier. Occasionally water canleak through the flooring’s lock system.”

The right locking systems can certainlyhelp prevent water from going beneath thefloor. “A rigid core will not react to waterin any way. However, it is important to usethe right locking system in order to preventthat water penetrates between the joints ofa rigid floor, which could cause mold to de-velop underneath,” said Unilin’s businessdevelopment manager, Floris Koopmans.

“The [rigid core] product itself is tru-ly waterproof — you can submerge it inwater, and it won’t absorb water,” said EdSanchez, Mohawk’s vice president of prod-uct management for resilient. He said Mo-hawk looked at its waterproof promise andrealized there was still a risk of water pen-etrating to the subfloor, leading to the de-velopment of its new waterproof flooringsolution that provides a warranty to coverthe subfloor as well.

It is best to remain on the side of cautionwhen discussing what waterproof flooringcan do, advised Lindsey Nisbet, directorof marketing for EarthWerks, because thefloor’s ability to withstand water doesn’tmean a flood or similar event won’t haveany effect. However, the important thingis, “When it comes to everyday active life-

CFL's Tenacity line of engineered stone flooring is 100 percent PVC-free and 100 percent waterproof.



Improved locking for evolvingcore materialsUnilin Technologies is consistently innovatingBy Mallory Cruise-McGrath

[Waregem, Belgium] As core technol-ogy has evolved throughout the last de-cade, Unilin Technologies is right therewith the latest innovations for lockingsystems to meet these new needs. In fact,according to Floris Koopmans, businessdevelopment manager IP at Unilin Tech-nologies, the company has developednew and improved locking profiles thatenable the best features of a new corematerial to stand out.

“Unilin Technologies’ new click pro-files do more than simply interlock twoflooring panels,” Koopmans furthershared with FCW. “They add featuresand benefits to a floor that can play animportant role in an end-consumer’s de-cision-making process.”

Flintile locking, for instance, is a prime

example as it was developed in response tothe tremendous growth of waterproof floor-ing and a need to create waterproof surfac-es that can compete with ceramic tiles.

“This locking technology for resilienttiles makes use of real grout which makesthis type of flooring product truly water-proof, also around the [plank] edges,”Koopmans explained. “The waterprooffeature combined with a click systemthat ensures a perfectly aligned groutinggroove makes resilient tiles suited withFlintile locking a lightweight, impact re-sistant and easy-to-install alternative forceramic tiles.”

As well, Unilin’s Unidrop fold-downlocking system adds features to one-piecefold-down locking systems that no otherbrand can offer, Koopmans asserted.

“It focuses on ease of installation withouthaving to compromise on locking strength,including for thin products,” he said. “Thenext-generation locking profile takes intoaccount that during installation, panels willhave to be taken apart by integrating a moreintuitive and quick method for installersto disassemble planks.” This, noted Koop-mans, aids in preventing damages and badinstallation experiences for consumers.

Indeed, Unilin Technologies is com-mitted to developing the latest technol-ogy to suit the many needs of evolvingcore materials. In fact, in its lockinglaboratory in Belgium, click profiles areoptimized for new materials, build-upsand thicknesses to ensure Unilin licens-ees have the locking technology that fitstheir product best.

MORE THAN CLICKMost people are familiar with UnilinTechnologies for its many patentedlocking systems such as Uniclic andUnidrop. But what many do not knowis that within the last decade, Unilinhas researched and patented severalcore platforms and improvements thatplay an important role in the popularflooring products seen on the markettoday. With a continued focus on theimportance of core materials and theirrelationship to locking systems, Unilinis committed to ensuring that the solu-tions it is inventing today will shape theflooring products of tomorrow.

Unilin Technologies’ Flintile locking system combines the ease of installation of a lockingsystem with the advantages of real grout to create a waterproof surface that resemblesceramic tile.

“WE DESIGN A TAILOR-MADE LOCKING PROFILE FOR OURLICENSEES BASED ON MULTIPLE FACTORS SUCH AS THEIR SPC

FORMULA AND THICKNESSES. WE PROVIDE THEM WITH ALLTHE KNOW-HOW TO BE FULLY SUITED TO PRODUCE QUALITY

CLICK PROFILES AND OUR ENGINEERS ARE AVAILABLE TO GIVETECHNICAL ASSISTANCE WHERE NEEDED.”

— JAN DE RICK, LEAD R&D ENGINEER, UNILIN TECHNOLOGIES

“UNILIN TECHNOLOGIES’SERVICE TO ENSURE THE BESTCLICK FOR OUR PRODUCTS IS

HIGHLY APPRECIATED. WHEN WELAUNCH A NEW PRODUCT OR

CHANGE OUR RESILIENT MIXTUREWE CAN ALWAYS COUNT ON

UNILIN’S LAB AND THEIR ONSITEENGINEERS. BY TAPPING INTO

THEIR NEWEST INNOVATIONS WECAN STAY ONE STEP AHEAD OF

THE COMPETITION.”— JOHN WU, CEO, NOVALIS INNOVATIVE FLOORING

Fold-down locking withoutcompromisesUNIDROP focusses on ease of installati on without having to compromise on locking strength, including for thinproducts. This one-piece fold-down technology can bedeinstalled by simply angling out one panel. Preventi ng damages and bad installati on experiences.

INSTALL DEINSTALL

Flooring Industries Limited Sarl | Vredestraat 57 gebouw E | 8790 Waregem, Belgium | [email protected] | www.unilintechnologies.com

YOUR PARTNERFOR INNOVATION

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WaterproofContinued from page 35styles, these products are going to stand upbar none … You don’t have to worry aboutspills and pets — this is the product youwant. It’s a worry less floor,” she said.

Customer AssistAnCeOn the sales floor it is important to qual-

ify the customer to know what they needfrom their floors before recommending aproduct. It is also advisable to make surethey understand what is or is not covered.

Rigid core flooring can be installedanywhere in the home, which is a greatselling point. “Whether it’s basements orliving rooms, or throughout the rest of thehouse to deal with spills and pet accidents,rigid core will perform as expected whenexposed to water and is incredibly easyto clean in these situations,” noted DavidThoresen, senior vice president, productand innovation, Armstrong Flooring.

“I would advise RSAs to pitch the fullrange of waterproof benefits, including in-stallation virtually anywhere and on any levelof the home, seasonal dimensional stabilityand damp mop cleaning,” suggested StevenWagner, Wellmade’s director of marketing.

Focus on the consumer’s biggest wor-ries, said Jimmy Tuley, vice president,residential resilient, Mannington Mills.“She’s more likely to be concerned abouther dog’s sloppy water dish, (which hap-pens every day) than an overflowing dish-washer (which may likely never happen).”He advised the RSA to note any limita-

tions — such as what maynot be covered by the war-ranty — but said to focuson the positives.

Agreed Bret Perkins,vice president hard sur-face, Southwind, “I wouldadvise the rep to focus ontheir customer’s everydayneed, stick to the detailsand testing data and notoversell the category.” Headded it is important toexplain that the product it-self is waterproof but is nota moisture barrier.

Jon England, Shaw Res-idential resilient categorydirector said Shaw encour-ages the RSA to ask, “wa-terproof and what else?”during their pitch. “Andwhat we mean by that issimple: each constructionoffers a different valueproposition to consumers,beyond being 100 percentwaterproof and built toendure heavy activity.” Henoted each format of resil-ient offered by Shaw Floors and Coretec of-fers different benefits to consumers. “It allcomes down to preference and application— and RSAs need to ask probing questionsto match the product to the need.”

It is crucial to manage customer expec-tations, said Brian Parker, director, prod-uct management, AHF Products. “Keep in

mind that while the floor is waterproof, thesubfloor may not be waterproof … whilethe warranty may cover planks when ex-posed to water, it may not cover the sub-floor or surrounding structure. Warrantiesare key to helping consumers understandwhat — and what not — an individualproduct promises,” he explained.

For flooring that is both beautiful and made to be lived on,Metroflor’s Engage Inception is a great choice.

Karndean Designflooring’s Korlok Select is perfect for those with active family members.


B y D e a n T h o m p s o n , C E O , R e s i l i e n t F l o o r C o v e r i n g I n s t i t u t e

Resilient Floors areBeautifully Responsible™

As a trade association for the Resil-ient Flooring industry, a key compo-nent of the Resilient Floor Covering

Insitute’s (RFCI) mission is to educate the market about theadvantages of resilient flooring ownership. While our mem-ber manufacturers do a great job in communicating the ben-efits of their individual product lines, RFCI and its manufac-turing members agree to the advantages associated with acommon high-level message about this growing category.

Through recent research of the consumer market and withvaluable input from our members, we have discovered somevery compelling facts about all resilient flooring that truly reso-nate with consumer needs and desires — if they were only madeaware of them. For example, we learned that 41 percent of Amer-icans want to be seen as someone who buys eco-friendly prod-ucts, but don’t want to make trade-offs. We also found that allof us spend, on average, about 90 percent of our lives indoorsand so indoor air quality is important. And consumers want in-vestments in their home, such as flooring, to last and keep theirbeauty without the need for premature replacement.

Resilient flooring, whether it’s rigid core and flexibleluxury vinyl, vinyl composition tile, linoleum, vinyl sheet,rubber or cork flooring, satisfies those and many other de-sires for a beautiful floor in the home. In a collaborativeeffort with Shelton Group, the leading marketing commu-nications agency focused on sustainability and corporatesocial responsibility, and with the insights and leadership ofour member manufacturers, we created a campaign calledBeautifully Responsible™.

Beautifully Responsible™ is an exclusive social media, con-sumer campaign divided into three messages: Mindful Man-ufacturing™, Living Well™ and Made for Life™. Each of thesemessages address concerns consumers have about any pur-

chase for homei m p r o v e m e n t— p a r t i c u l a r l yflooring. Resilientflooring ‘checksall the boxes’when it comes tothese concerns.

Mindful Man-ufacturing™ val-idates the sus-tainable practicesused by all RFCImembers thatalign with con-sumer eco-friend-ly values. Prac-tices such ase n v i r o n m e n t a lhealth and safety,transparency iningredients, re-duced energy, wa-ter and material

waste, decreasedgreenhouse gas-es, and carefuluse of resourcesare part of ourMindful Manufac-turing™ message.

Living Well™assures consum-ers that resilientfloors contributeto good indoorair quality, andthat the floorsare easy to cleanwithout the use ofharsh chemicals.They can also im-prove accessibili-ty between roomsand can softenthe acoustics inthe home.

Made for Life™promises that Re-silient Floors willlast and last. Infact, 20+ years isthe typical lifespanof resilient flooring. That means long-lasting beauty with lesswaste. Many options provide advanced scratch and stain pro-tection, as well as waterproof and water-resistant options. Andpet clean-up is easy with Resilient Flooring.

In order to educate and position resilient flooring as theanswer to their flooring needs, Shelton Group, working withRFCI, developed a multi-pronged strategy to reach homeown-ers, designers, decorators and businesses with the advantag-es of resilient flooring. These tactics include a new consumerwebsite — BeautifullyResponsible.com — in addition to influ-encer marketing, blogs, video, social media, including Insta-gram, Pinterest, YouTube, Google Display Network and others.

We have also included the Beautifully Responsible™ mes-sage on our website RFCI.com and will be promoting the cam-paign to the floor covering trade.

All 22 RFCI member manufacturers, representing well over90 percent of all the resilient flooring manufactured andmarketed in North America, are participating in this effort.The campaign kicked-off in January 2021 and will reach mil-lions of homeowners in the market for flooring.

We invite you to learn more about Beautifully Responsible™Resilient Flooring and share that information with your floor-ing customers. Remember, RFCI represents 22 manufacturerswho make thousands of different styles to choose from. Butthey all have one tremendous advantage in common. They areall Beautifully Responsible™.

Visit BeautifullyResponsible.com or RFCI.com formore information.

WE LEARNED THAT 41 PERCENTOF AMERICANS WANT TO BE

SEEN AS SOMEONE WHO BUYSECO-FRIENDLY PRODUCTS,BUT DON’T WANT TO MAKE

TRADE-OFFS. WE ALSO FOUNDTHAT ALL OF US SPEND, ON

AVERAGE, ABOUT 90 PERCENTOF OUR LIVES INDOORS ANDSO INDOOR AIR QUALITY IS

IMPORTANT. AND CONSUMERSWANT INVESTMENTS IN THEIRHOME, SUCH AS FLOORING, TOLAST AND KEEP THEIR BEAUTY

WITHOUT THE NEED FORPREMATURE REPLACEMENT.

IN ORDER TO EDUCATEAND POSITION RESILIENT

FLOORING AS THE ANSWERTO [CONSUMER] FLOORINGNEEDS, SHELTON GROUP,

WORKING WITH RFCI,DEVELOPED A MULTI-

PRONGED STRATEGY TOREACH HOMEOWNERS,

DESIGNERS, DECORATORS,AND BUSINESSES WITH THE

ADVANTAGES OFRESILIENT FLOORING.



Worldwide ReachCFL commits to global productionBy Mallory Cruise-McGrath

[Calhoun, Ga.] CFL (Creative FlooringSolutions) is investing heavily in the rig-id core category by building a 1 millionsquare foot factory here, the company’sfirst stateside SPC production facility, tobetter serve its retail and distributor cus-tomers. In fact, the company is committedto a global footprint

“Our strategy has always been to be ableto protect our customers by providing sta-bility and flexibility. We have set up threenew manufacturing facilities in the last twoyears in different countries, giving us muchmore flexibility and allowing us to be able toreact extremely fast to the different geopo-litical changes,” CFL’s director of marketingJerome Nurenberg shared with FCW. “Beingone of the first, and being the largest, manu-

facturer of rigid core in the world,we’re super excited to bring ourexperience and manufacturingknow-how to Calhoun. It’ll al-low us to continue this push bybringing an offering in terms ofconstruction and design that veryfew (if not anybody) is currentlyable to make in the U.S.A.”

And while the company isstill producing lines in Asia, itsCalhoun plant will focus specifically onSPC products.

“We’re adding additional capacity towhat we already offer and there will alsobe new styles and designs coming out ofthat plant,” CFL’s marketing managerLacy Price said.

This move was designed in large partto offer its distributor partners the col-ors and trends that move well in theirindividual markets.

“Many of our distributor groups willhave specific lines for their markets. We’recurrently working with our distributorsto explore trends and colors and gettingtheir feedback before finalizing displays,”Price said.

In addition to allowing CFL the abil-ity to offer its distributors a competitiveadvantage by bringing each one a uniquecolor line, there will be other advantagesto producing here in the U.S. as well.

“It allows us to build in flexibility by be-ing here when it comes to freight issues andcertain costs, what we’re going to inventoryand how product will flow,” Price explained.“We’re still defining logistics but it’ll all bepositives for our distributors, and ultimately,

the end consumer.”Currently final-

izing the build-ing of Phase 1 atits new Calhounplant, CFL antici-pates its first linesto be operationalbefore July 2021.Once all phases arecomplete (there arefour phases in to-tal), CFL’s new fa-cility will stand at 1million square feetwith room to addmore capacity.

But CFL’s new

domestic plant is just one component of itsstrategy to being the industry’s largest rigidcore manufacturer, explained Nurenberg.This push to producing here will allow thecompany to be closer to its customers whilealso bringing to market the latest in water-proof and innovative vinyl products consum-ers are looking for.

“We have consistently built on our story,focusing on our core values and bringinginnovation, reliability and flexibility to themarket,” Nurenberg said.

InternatIonal InnovatIonThough not made here, CFL is continu-

ing to innovate worldwide. For instance, thecompany’s Novocore Q line of engineeredvinyl floors is up to six-times quieter thantraditional SPC flooring and three-timesquieter than WPC. Novocore Q is the idealchoice for those working and schooling fromhome and looking for added noise reduction.

“Novocore Q is the sound choice in water-proof floors; it is an engineered vinyl flooringthat truly champions the quest for a quieterhigh performing hard surface solution,” saidNurenberg. “Novocore Q consists of multi-ple distinct layers of different materials en-gineered to each block specific frequenciesfor a greatly improved acoustic performance,adding sound absorption to all the other ad-vantages a waterproof click floor has to offer.”

To meet the growing demand for largeformat planks and tiles, CFL continues tobuild upon its offering of Supersized RigidCore Planks & Tiles.

“CFL Supersized Rigid Planks & Tiles,the largest in the rigid category, have beenspecifically designed to cover the largestarea without repeats,” Nurenberg offered.“These designs also provide us the ex-tremely realistic look that our customershave come to expect from us with new andimproved enhanced bevel and finish. Doz-ens of decors are available in marble, con-crete and wood looks.”

When all is said and done, CFL’s Calhoun, Ga. plant willstand at some 1 million square feet.

CFL’s FirmFit line of rigid core flooring will soon be made in the U.S.

“THE CFL GROUP OFCOMPANIES HAS GROWN

INTO A WORLDWIDE PIONEERCOMMITTED TO DEVELOPING

AND MANUFACTURING VALUE-ADDED FLOORING PRODUCTS

IN OUR DIRECTLY-OWNEDAND OPERATED FACILITIES INVIETNAM, TAIWAN, MAINLANDCHINA AND NOW IN THE U.S.”

— JEROME NURENBERG, CFL


Keeping it CleanHow to keep rigid core beautifulBy Kacey Perinelli

Rigid core flooring is one of the easiest formats in the market to care for. Due to its waterproof construction and rigid design, it isable to withstand many common household cleaners, though most manufacturers advise steering clear of harsh chemicals (includingbleach) and heavy soaps. Waxing or polishing a rigid core floor is also not recommended due to its embossed-in-register texture. Below,manufacturers offered further insight into their recommendations to properly care for these products.

“We strongly recommend referencing the manufacturer’s careand use statement for different product types … Non-solvent, low pH

cleaners are used regularly with good success.”

— Yon Hinkle, Armstrong Flooring

“Axiscor recommendscleaning with just water.Although there are manygood cleaning products on

the market it is important tochoose one that will not leavea cloudy or tacky film after it

is used.”

— Art Layton, Axiscor

“Removescuffs and

excess soil bygently scrubbingwith a soft nylonbrush or sponge

and a neutralpH cleaner.”

— Tressa Samdal,Happy Floors

“The great thing about rigid core,especially urethane cured rigid core, is

it’s designed to be cleaned by almost anycleaner you have access to. In today’s day

and age with a focus on cleanliness, it’sgood to know you have a product you can

clean and sanitize.”

— Ed Sanchez, Mohawk

“Extreme agents such as bleachand ammonia should be avoided as

should steam cleaners.”

— Kurt Denman, Congoleum

“No harsh cleanersnor chemicals

including bleach. Noheavy soap cleaners …Floor polish is also not

to be used.”

— Jamann Stepp,The Dixie Group

“Shawrecommends usinga microfiber mop

pad and neutral pHfloor cleaner, andwe sell branded,

approved cleanersfor our customers’convenience thatalso benefit St.Jude Children’s

Research Hospital.”

— Jon England, Shaw

“Due to its waterproofnature, rigid core [floors are]some of the easiest productsto keep clean and maintain.”

— Sam Kim, MSI

“Dust-mop or vacuum the floor toremove any dirt or grit — do not use avacuum with a beater bar. Damp-mop

the floor as often as required using a flatmicrofiber mop or a spray mop (Swiffer

type). We recommend a pH neutral, film-freeand streak-free cleaner concentrate, suchas ZEP Neutral Cleaner (available at home

improvement stores).”

— Kimberly Hill, Novalis

“For day-to-day cleaning of any Karndean floor, homeownerscan simply sweep with a broom or vacuum and wipe up any

spills with our Karndean Clean solution or any other pH neutral,fragrance-free cleaner.”

— Jenne Ross, Karndean Designflooring

“Vacuuming, sweeping,mopping [can be used].But also wet mopping,

steam mopping andthe use of Lysol is alsowarranted, it will notdamage the surface.”

— Barron Frith, CFL

“Abrasive orharsh chemicals

like acetone,ammonia-basedcleaners, acrylic

finishes, wax-based products,detergents and

bleach should notbe used on rigidcore flooring.”

— Doug Jackson, Cali

“For our rigid core products, werecommend that you regularly sweep the

floor with a soft broom and vacuum itwith a vacuum cleaner without a ‘beaterbar.’ This will prevent dirt and grime frombuilding up on the floor which can lead to

unsanitary conditions.”

— Whitney Myers, Beauflor


Stunning Stone-looksVISUALS INSPIRED BY THE REAL THINGBy Ryane DeFalcoAdvancements in technology have takenthe rigid core category even further whenit comes to detailed designs. The look ofnatural stone is a particularly sought af-ter visual that consumers can now achievewith rigid core products.

Di Anna Borders, Armstrong Flooring’svice president, design, has noticed a recentspike in interest for stone looks. “Con-sumers see it as an opportunity to easilyreplace ceramic and porcelain looks, withmore comfort underfoot. Stone looks inconcrete and marble with ‘built-in grout’are especially desired,” she said.

Karndean Designflooring has foundsuccess by incorporating clean grout linesthat take the stone visuals in its KorlokSelect range to the next level. “The feed-back we’ve received on our Korlok Selectstones with InteGrout since their intro-duction last fall has been overwhelminglypositive,” shared Karndean’s director ofmarketing Jenne Ross. “These stones offera quicker and easier to install alternativeto porcelain in ceramic tile that can go inany level of the home.” She added that theproduct includes color-coordinated grout

for an added element of style.“The improvements in surface, bev-

el (including a pre-grouted bevel) andjust the possibility of having muchmore unique visuals than we previous-ly could, makes the tile consumer a lot

more likely to consider rigid as an op-tion,” said Jerome Nurenberg, directorof marketing, CFL. “Now that tiles inrigid look so great, why not take ad-vantage of all the other upsides rigid

Karndean Designflooring, Korlok Select, Arctic Mist

Engineered Floors, Pietra


Coretec Stone, Olesia



Built STRONGArmstrong Flooring’s Empower™ delivers top-notch performanceBy Morgan Bulman

[Lancaster, Pa.] Launched in 2020, Em-power Rigid Core flooring provides retail-ers and shoppers alike with the best of bothworlds — WPC’s comfortability and SPC’saversion to denting — thanks to its rein-forced mineral core (RMC) construction.Exclusive to Armstrong Flooring, the com-pany revealed its new RMC product outper-forms traditional rigid core options in bothindentation resistance and stability whileremaining 100 percent waterproof.

But Empower also offers realistic visu-als with registered embossing, texturesand on-trend designs. Now available inextra-long lengths and in wide and mixedwidths (4 inches, 6 inches and 7 inches),Empower truly has it all — from hardwoodto stone looks — and with twice as manyunique planks to reduce pattern repeat.

Differentiating PerformanceEmpower features an RMC construction

with a vinyl wear surface that’s reinforcedwith Armstrong’s Diamond 10 Technologyand an attached acoustic underlayment. Em-power is ideal for the worry-proof end userwith an active lifestyle. It’s protected againstmoisture, stains, scuffs and scratches. Addi-tionally, its added stability makes it a great fitfor all rooms (at any level), climates and evenareas that experience prolonged periods ofdirect sunlight, such as a three-season room.

However, the key differentiator set toexcite retailers, shared David Thoresen, se-nior vice president, product and innovationat Armstrong, is its innovative appeal to thekitchen and bath industry. Indeed, the lat-est Kitchen & Bath Market Index compiledby the National Kitchen & Bath Associationand John Burns Real Estate Consultingpredicts remodeling and renovation proj-ects to continue trending up in 2021. This

puts Empower in aprime position to bea true winner for re-tailers, contractorsand DIY-ers alike.

“By excelling inboth indent resis-tance and stability,Empower can beinstalled under cab-inets and islands inresidential homes,a fact that is oftenoverlooked in bathroom and kitchen remod-els,” Thoresen explained. “Up until this point,there has been no rigid core flooring productthat was stable enough to be installed undercabinets and islands in residential homes.Before Empower, bathroom and kitchen in-stallations with rigid core flooring requiredcabinets to be installed first, then flooringlaid around them. These installations re-quire an expansion gap — that must be cov-ered with trim — because previous rigid coreflooring with vinyl-based cores expandedand contracted too much for cabinets andislands to be pinned to them.”

In other words, not only does Empow-er perform better compared to traditionalrigid core flooring, it also saves the enduser both time and money on the install.

Distinguishing DisPlaysAlso new to the market is the Rigid Core

display from Armstrong which combinesthree great products on one interactivemerchandising vehicle. Measuring just 60inches wide and 24 inches deep, it promis-es to maximize its footprint by holding upto 60 display boards in a sleek design.

“Each row features a unique collectionwhile naturally showing the trade-up pro-

gression through each row. Rigid Core Es-sentials sits at the bottom of the display asour introductory SPC rigid core product. Inthe middle sits Rigid Core Vantage, an SPCcollection that improves on Essentials in ev-ery way — greater thickness, increased wearlayer thickness and longer planks. Finally,our newest rigid core product, Empower, sitsat the top of this display,” shared Thoresen.

But the display’s shop-ability doesn’t stopwith its trade up story. Added Thoresen, “Wemade sure to utilize every part of the displayto help educate the consumer. Panels are in-cluded to further explain what Diamond 10Technology is and clear graphics detail everyrow of the display. Additionally, an optional15-inch touch screen can be added to improvethe user experience even further. This screenprovides not only an interactive way to learnmore about the three included products, butit also goes a step further in educating theconsumer on what rigid core flooring is andwhy Armstrong Flooring products stand out.”

Another bonus? The company has alsoincorporated its room visualizer into thedisplay so the end user can easily checkout every design and color option to get agreater understanding of how that productmay look in their own home.

SPEAK THE SPECSNominal Size

Wide Width: 9˝ x 72˝Multi-Width: 4˝, 6˝ & 7˝ x 72˝

Nominal Thickness 7 mm (0.28”)

Wear Layer 20 mil — Diamond 10® Technology

Edge Detail Painted Micro-Bevel

InstallationAngle Locking: Below/On/AboveGround Level

WarrantyLifetime Limited Residential and 15-yearLimited Commercial

Empower is a reinforced mineral core (RMC) product that resistsindents up to 25 times better than WPC.

Thanks to its RMC composition, Empower can be installed under cab-inets and islands in residential homes to simplify the install process.

Armstrong and the Armstrong logo are under license from AWI Licensing LLC. All other trademarks are owned by Armstrong Flooring, Inc. or its subsidiaries. ©2021

Empower™ Rigid CoreEmpower™ rigid core flooring takes innovation and design to the next level. Built with our new Reinforced Mineral Core, Empower outperforms traditional rigid core in both indent and stability while our exclusive Diamond 10® technology provides ultimate stain-proof protection.

Rigid Core Essentials™From scratches and stains to spills and sound - Rigid Core Essentials is built to last and easy to install. Featuring 10 distinct visuals, each to mimic the natural look of Hickory, Walnut and Oak hardwoods.

Rigid Core Vantage™Striking and realistic wood styles combine in extra-long plank formats to create a dramatic look. Rigid Core Vantage was built to maintain its beauty—even under high tra� ic, high moisture and high impact.

We’re strengthening our core.

ExtremeStability

25X More Indent ResistantThan WPC

100%WaterproofPlanks



InnovativeReinforced Mineral Core


brings, especially the installation.”The integrated grout look not only

appears crisp and clean, but it is easi-er to install, which is making it an areaof interest for independent dealers saidAna Torrence, hard surface categorymanager for Engineered Floors. “SPCdoes not require skilled stone installersand offers increased value to the con-sumer particularly because the productis easy to uninstall later,” she told FCW.“We currently sell a collection of tilewith embedded grout-line that perfect-ly mimics grouted tile. The collection iscalled Pietra and it is one of our fast-est growing collections. Unlike otherSPC offerings that have a painted bevelthat looks fake, Pietra has an embed-ded grout line that replicates the lookof grouted tile.” Plus, she said, stonelooks in rigid core offer a less expensiveoption than the real thing to end-userswho desire the look of stone.

And that high-end look at a low-costprice has been a big driver of the cate-gory, said Jamann Stepp, vice presidenthard surfaces for The Dixie Group. “Thevisuals today rival that of real porcelain… a key advantage is cost of materialand cost of labor … the latter of whichmakes porcelain a large-ticket purchase… There is no demolition and/or movingout of the house — install it today, live onit tonight. We feel our Trucor tiles with

Stone

painted bevel edge, our Trucor IGT (in-tegrated grout technology) and our newTrucor 3DP featuring TruBevel printtechnology collections are best in class interms of on-trend design.”

With luxurious stone looks surging inpopularity, Coretec created a full rangeof rigid core products dedicated specifi-cally to the look of natural stone, appro-priately named Coretec Stone. “CoretecStone is the marriage of premium designvisuals with a rigid mineral core thatenhances all of the sensibilities of tile,”said John Crews, director of product de-

sign, Shaw Residential. “We continue tostay in front of design trends, but gloss,texture and bevels are also design com-ponents that make the visual successful.Design visuals have improved over theyears and will only become more sophis-ticated as consumer desire grows.”

In particular, Terry Marchetta, seniordirector of residential styling for Man-nington Mills, said, “Soapstone, concrete,limestone and marble in their naturalform continue to be popular.” The compa-ny launched its Baltic collection last year,a time weathered soapstone pattern, and

Coretec Stone, Lucetta

AHF Products, Cloudiness and Marble Winter Novalis, Serenbe, Natural Slate

Continued from page 43


collections feature wider widths, longerlengths and large format stone looks.”She added that stone looks are also pop-ular in commercial installations of rigidcore, as the look of natural stone deliverson the biophilic trend to bring visuals ofnature indoors.

Kimberly Hill, director of marketingand creative design for Novalis Innova-tive Flooring, said the buzz around stonelooks is new territory for the rigid coresegment. “While historically stone hasnever held the market share that thewood visuals have, we do feel that the

category is growing. We feel that espe-cially the more natural, subtle styles aremaking a statement,” she said. The com-pany has even expanded its Serebe rangeto include an elegant new slate visual.

Sarah Gist, designer, resilient, Mohawk,agreed that the perception of stone vi-suals is becoming more positive in rigidcore. “Tiles were once used all over [the]home and, as trends do circle back around,we think this is going to start happeningagain. That is why we made sure to launchour new Karastan stone collection, Un-earthed Beauty, this year.”

this year launched Riviera, a naturallyworn limestone look with rectified groutlines, a matte chalk-like finish and a bev-eled edge treatment.

Sara Babinski, senior design manager,AHF Products, explained how she hasseen stone looks being requested moreand more. “Marble and stones are time-less classics; considered innovative looksin contemporary and traditional design.They have a natural look that pairs wellwith wood looks. Decorative home acces-sories are trending in all stone catego-ries, not just limited to the floor. These

Mannington Mills, Adura, Riviera

Dixie Home, Trucor Integrated Grout TechnologyKarastan, LuxeCraft, Unearthed Beauty



Pushing theQuality, service & availability define Southwind’s success By Morgan Bulman

[Dalton] For a tried-and-true rigid core product, retailers can rely on Southwind Carpet and Hard Surface’s growing portfo-lio. With close to 100 different hard surface options across 11 unique collections, South-wind’s luxury vinyl flooring checks all the boxes from worry proof performance to on-trend designs at an affordable price point.

But what truly sets Southwind’s products apart from a crowded market, stressed Bret Perkins, vice president of hard surface, is the company’s dedication to customer service. In fact, Southwind’s mantra — quality, service and availability — resounds its commitment to supporting the independent retailer.

“Quality service and availability in a nutshell are the biggest reasons behind our success,” added Randy Lovelace, Southwind’s vice president of strategic ac-counts. “Right now, we have 100 percent of our SKUs in inventory that can be or-dered and shipped today.”

Rigid CoRe HigHligHtsContinued Lovelace, “We started selling

hard surface five-plus years ago and we have not had any drops. All the samples in the marketplace are still valid — if they [the end user] find a sample box in the showroom, we sell it. We continue to add to the line, but that is one thing that is unique to us.”

However, there are three SPC collec-tions that are particularly key to South-wind today — Rigid Plus, Equity Plank and Majestic Plank.

Rigid Plus is a tough, dimensionally sta-ble plank poised to replace traditional vinyl click thanks to its superior indentation re-sistance and ability to virtually eliminate telegraphing. Equity Plank strikes a perfect balance between beauty and toughness, featuring complete waterproof perfor-mance that is more dimensionally stable

and offers superior resistance. Combine this with unmatched styling and realistic EIR visuals. The six-inch Majestic plank features a waterproof composite core and attached padding for sound abatement. Its surface offers six high-end hardwood looks thanks to its detailed texture and graining, but with an economical price tag.

Moreover, most of leadership at South-wind actually has background experience in selling and working with hardwood, which helps translate that category’s natu-ral visuals to vinyl. Oak, pine and hickory are primary sellers.

Digital printing, said Perkins, has been a game changer for the industry. But these visuals, like all the bells and whistles of its products, are organized into a good, better best story that plays out on Southwind’s merchandising display. This, asserted Per-kins, equips the retail sales associate with both an easy story to sell and a sure-fire way to qualify the shopper.

easy-to-navigate MeRCHandisingAlthough originally a carpet manufactur-

er, hard surface is a huge part of Southwind’s business — it has 60 dedicated salespeople covering the entire U.S. Southwind also pro-vides an equally large footprint display to make a statement in the showroom and hosts an organized assortment through good, bet-ter and best options with two master displays tallying in at 79-inches wide and 83.5 inches tall with a diameter of 24 inches.

“One theme that bridges all our hard

surface products, both WPC and SPC, is providing our customers with a good, bet-ter and best option,” shared Perkins. “Un-derstanding the pros and cons of both and not overselling the product expectations is what make the selection process easier and ultimately the retailer more successful.”

Southwind is all about challenging the status quo while developing and main-taining the finest hard surface products — quality, style and color are always top of mind, Perkins added. Indeed, it’s why the company is so optimistic about the future.

“After the challenges of 2020, we couldn’t be more excited about what 2021 will bring. We are in the process of finalizing sever-al new product launches that will include a line of 12mm and 8mm water-resistant laminates along with a couple new exciting styles of WPC,” said Lovelace. “These new launches will try to capitalize on trends of lighter and cleaner visuals.”

ONLINE PORTAL Southwind Carpet and Hard Surface recently launched an online customer portal to house invoices, sales history, and price lists in one location. It also provides customers access to warran-ties, installation instructions, marketing materials, product specs, claim forms, credit forms, tech bulletins, installa-tion photos and more. To sign up, call 800-272-2808 extension 1110 or 1108 or email [email protected].

The Dakota style from Majestic features a realistic wood grain visual.

Rigid Plus offers 12 colors, such as Withered, with a 30-year residential warranty.

Equity Plank, seen here in Saddle, is 9 inch-es wide and 60 inches long.

Envelope

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EQUITY PLANK - Unmatched styling with realistic EIR visuals.

The finest carpet & hard surface products with quality, style, and color in mind.

800-272-2808 southwindcarpet.com

EQUITY PLANK- Cashmere

For the many footsteps to come...


Ultimate Commercial PlayerRigid core’s durability, maintenance & designs a high-traffic homerunBy Mallory Cruise-McGrath

Rigid core flooring is well-suited to meet themany demands of today’s high-traffic com-mercial environments due in large part to itsimproved realistic visuals, budget-friendlypricing and incomparable durability.

“One of the best benefits of rigid coreflooring is its dimensional stability — ithelps diminish minor subfloor undulationsand encourages even wear versus non-rigidproducts which telegraph subfloor undu-lations and wears unevenly in high spots,”explained Mohawk Group’s senior directorof product management, commercial hardsurface, Dana Wright. “The technology isbuilt to last with enhanced water, moistureand wear benefits.”

What’s more, said Wright, the latest SPCtechnology helps minimize denting com-pared to flexible or even other rigid coretechnology like WPC. “With state-of-the-art locking systems, it makes installationand repair very easy and less time-con-suming,” Wright said.

There’s another key benefit to rigid coreflooring when it comes to commercial set-tings — installation.

“Rigid core provides easier and moresubfloor forgiveness in its installation,

the ability to have immediate occupancywith a floating application, improved easeof flooring replacement, as well as longerinstallations without the need for transi-tions,” Wright said.

In fact, Metroflor’s vice president ofmarketing Gary Keeble said rigid coreproducts have been proven to be up to 20percent faster to install than traditionalglue-down floors or even soft surface prod-ucts like carpeting.

“This translates into a lower installedcost, without product quality compro-mise,” he said. “The rigid core platform isespecially well suited for hospitality, re-tail and corporate sectors, which is goodnews, given that those markets aren’t asprice sensitive.”

Jenne Ross, director of marketing atKarndean Designflooring, said rigid coreproducts are well-suited for commercialand Main Street applications where thetimeline or budget does not allow fortear-out of the existing floor. “Rigid coreis also a convenient option for businessesthat don’t wish to close completely duringrenovations, as it does not require adhe-sive,” she said.

And Jeremy Whipple, vice president ofbusiness development for Novalis Innova-tive Flooring, said rigid core products alsooffer superior dimensional stability and,typically, waterproof performance. “Theseare all attributes that are generally desiredfor commercial installations,” he said.

But with resilient products there arevarying attributes that play an import-ant role in how a product will perform,explained Jeff West, vice president ofmarketing for Patcraft. For instance, coreconstruction, wearlayer, topcoat and in-stallation/maintenance.

“This is why we need to think throughattributes ranging from durability tocleanability to quality and how they allwork together to provide a balancedsolution that, in the end, meets a marketneed,” he said.

And while gluedown LVT (luxury vinyltile) is still the most popular choice forboth high-traffic and Main Street com-mercial projects, Metroflor’s Keeble saidthe industry is beginning to see more andmore business owners open to floatingoptions such as SPC and WPC for MainStreet and light commercial applications.However, he said, this depends “on manyvariables including subfloor conditions.”

Chris Mason, hard surface wall andMain Street category manager, Shaw In-dustries, explained that the density of anSPC core helps ensure these types of prod-ucts can perform in the most demanding,high-traffic environments.

“We recommend a glue down appli-cation in high-traffic areas, as floatinginstallations are better suited for moremoderate or light traffic areas,” he said.“The construction of SPC products isgeared towards commercial and MainStreet applications.”

Indeed, as high-traffic commercial en-vironments typically require little to noacclimation, and are more forgiving overminor subfloor imperfections, rigid coreproducts are ideal for these spaces.

“Less subfloor prep and shorter timeon the job site up front equates to fasterinstallation and less downtime for reve-nue generating spaces,” explained Aman-da O’Neil, director of commercial prod-uct management at Armstrong Flooring.“Also, [rigid core] products typically offeran attached pad for a one step installationwith acoustical benefits.”

Available beginning March 2021, Armstrong Flooring’s Rest & Refuge is geared towardsthe hospitality segment due to its beautiful visuals and wearability.


ing rigid core products.”Metroflor has been pulling from a curat-

ed design library of newer contemporaryand transitional wood grain looks that ap-peal to the A&D community, said Keeble.“Designs are moving to less rustic, fewerknots, cleaner graining and lighter overallcolor ranges,” he said. “We’re complement-ing the designs with an updated light-er, more natural palette including someweathered grays and natural and oiled,hand-rubbed matte finishes.”

Where does rigid Work best?Regardless of the setting, it’d be difficult

to find a commercial environment whererigid core wouldn’t do well because of itsmany features and benefits.

“As many commercial spaces simplycan’t close down for an extended peri-od of time to replace flooring, rigid coreproducts are a great choice due to thefact that there is no acclimation timeneeded and the rigid core constructionoffers more subfloor forgiveness duringinstallation,” said Patcraft’s West. “Theseattributes contribute to the ease of instal-lation with no ledging.”

Whipple at Novalis explained that rigidcore products work best in the hospitalityand multi-family applications. “The perfor-mance characteristics as well as the soundcontrol properties of rigid core fit whatthose two types of applications call for.”

But similar to LVT, rigid core can be usedacross segments in specific applications.

“Rigid core is most preferred in an en-vironment where a home-like environ-ment is desirable and infection controlisn’t a priority — like ambulatory care orsenior living — because of its seams,” saidO’Neil at Armstrong. “Additionally, it’s apopular choice for mixed-use propertiesand hospitality settings.”

WPC flooring in particular is experienc-ing strong growth in hospitality and retailsettings, offered Metroflor’s Keeble, dueto performance in addition to aesthetics.“[It’s] quiet and comfortable underfoot,easy maintenance, sound absorbing with-out contributing to transferred sound, allcoupled with the fast installation and easymaintenance,” he said.

Rigid core products are also a great choicefor renovations in education environments— specifically projects with a short construc-tion window — and also for renovations inhealthcare environments so that disruptionswill be minimized, added West.

“These segments often require a quick

turnaround for flooring installation, andwith attributes including no acclimationtime and subfloor forgiveness, these prod-ucts provide a faster install,” he said. “Addi-tionally, with performance against extremeindentation, rigid core products will performwell in any area — including corridors —with heavy foot traffic or rolling loads.”

design AppeAlRigid core style and visuals have im-

proved considerably over the past fewyears which has positioned the categoryfavorably among the A&D community.

“Along with the rest of the LVT catego-ry, rigid core design is constantly evolv-ing and we are seeing a wide range ofvisuals to appeal to every customer,” saidWright at Mohawk Group. “In additionto the popular wood looks, we’ve seen anincrease in abstract design work and col-or, bringing this category to an entirelynew audience.”

As well, explained Whipple, “In-creased design innovation, larger andvaried size formats and improved em-bossing techniques have led to refinedand innovative design options when us-

RYME from AVA features large loose lay planks in contemporary and rustic classic oakdesigns that are quick and easy to install with less floor prep.

Metroflor’s Engage Inception features a wa-terproof core that is resistant to indentation.

Korlok Select from Karndean Designflooring brings form and function to co-working spaces,as well as noise reduction properties and stunning stone visuals.

“STIFFER AND DENSER THANWPC, WITH FAVORABLE

DIMENSIONAL STABILITYCHARACTERISTICS, SPC

FLOORING ENABLES GREATERRESISTANCE TO TEMPERATURECHANGES AND INDENTATIONS.”

— GARY KEEBLE, METROFLOR CORP.



All the right movesRepublic Floor grows product portfolio & footprintBy Kacey Perinelli

[Commerce, Calif.] Republic Floor is afast-growing company that is hoping to benationwide in the next five years. As oneof the country’s largest distributors, it isworking on continued growth and excel-lent product introductions for 2021.

Latest in sPCRepublic Floor offers SPC flooring — Pure

SPC and Pure SPC Max — which are bothavailable in stunning visuals. And to up theante, Republic has introduced an integratedgrout technology called Pure Grout.

The company’s SPC flooring is made to beboth beautiful andcomfortable. And,according to Repub-lic Floor, SPC is evenbetter than its woodcounterparts. “Betterfor easy installation,better for water resis-tance, better for noisereduction, better foryour budget, and bet-ter for the planet,” thecompany proposed.

This year, the company is introduc-ing harder surfaces with three-times thescratch resistance and three-times thestrength of the market average, said Re-public Floor’s CEO and founder Rotem Ey-lor. “The retailers are going to have a betterproduct knowledge when it comes to theprotection layer and can be more confidentabout durability,” he shared.

SPC Max will also be available in longerplanks of 6 feet in 2021. Added Eylor, “In

regard to the décors we carry over 200 vi-suals in stock which is one of the largestselections in the market. Also, we keepupdating the look of our product andbringing innovation to the market.”

And, one of the latest innovations is itsnew Pure Grout technology. Made to in-crease the realism of both wood plank andtile floors, Pure Grout offers an integratedgrout look without the headache of a truegrout installation.

Pure Grout is 100 percent waterproofand comes with a 15-year limited war-ranty. According to the company, these

floors are also agreat solution forthose who want tolive a healthy life-style. That is be-cause Pure Groutfloors contain noVOCs or phthal-ates and are Floor-Score Certified.

“The groutedlook is really pick-ing up traction,

hence our Pure Grout technology. Imag-ine a ceramic tile look with an easier in-stallation and an easier maintenance,”explained Eylor, adding, “We anticipatethis technology to make a double-digitimpression in the ceramic tile arena.”

nation-WideIn its effort to have distribution cen-

ters from coast-to-coast, Republic Floorhas acquired new distribution centers and

worked on building its own fleet of trucksand container chassis over the past year.

Over the last year, Republic acquiredHughes Western — which operates in Ida-ho, Wyoming, Montana and Colorado — aswell as a distribution center in San Fran-cisco and one in Phoenix. In the year tocome, it plans to acquire a center in Boise,Idaho and one in Denver.

Eylor describes the company as an A-Zcompany because of its ability to takeinitiative to control every aspect of oper-ations. For example, it sources raw ma-terials for SPC from the Middle East anddistributes them to factories overseas, in-cluding its own.

It also owns its own fleet of trucks. “It’spart of expanding our reach — it’s notenough to just open distribution centers.Like an army, you need to have the rightbases, supplies, food. You set everything upand then conquer a country,” offered Eylor.

As well, the company keeps control of itssupply chain by owning its own containerchassis. This helps reduce the cost of oceanfreight and move containers in and outof the ports quickly, something that oth-er companies across industries have beenstruggling with during the pandemic.

Republic Floor continues to grow withEylor at the helm. Coming from the dia-mond industry, Eylor said he is able tothink outside the box. “I bring a fresh per-spective,” he said.

“WE KEEP THIS CATEGORYEXCITING BY CONSTANTLYTHINKING OUTSIDE OF THEBOX AND NEVER BECOMING

COMPLACENT.”— ROTEM EYLOR, REPUBLIC FLOOR

“THE STEADY INCREASE IN THERESILIENT SEGMENT, ESPECIALLYDURING THE PANDEMIC, MEANSTHAT AMERICA HAS EMBRACED

THIS SEGMENT AND WANTSMORE OF IT.”

— ROTEM EYLOR, REPUBLIC FLOORRepublic Floor’s Pure Grout technology increases the realism of rigid core with tile andstone visuals.

Leave the messy grout behind with PureGrout technology built right into the floor.


Rigid core flooring products are certainlywell-suited for high traffic environments butthey’re also ideal for Main Street and lightcommercial as well.

“SPC products, while extremely popular inthe residential channel, also lend themselvesto commercial and Main Street applicationsbecause of their inherent durability and re-sistance to high traffic,” said Jon England, di-rector of category management, Shaw. “Manyexisting products in our COREtec and ShawFloors portfolios may be used in these spac-es; however, it’s important to consider rollingload traffic (as click profiles won’t withstandthis weight/pressure over time) and a directglue application is typically recommended.”

Indeed, it’s vital to take the needs ofeach space into account. “Like most situa-tions, you have to match the product to theneed — something we like to call having theright use for the end-use,” explained ChrisMason, hard surface wall and Main Street

Engineered Floor’s Ensignium was the perfect choice for Kirk’sCycle in Dalton, Ga.

MAKING MOVES ON MAIN STREETcategory managerat Shaw Industries.“Look at what youneed and assess thecost benefit. If youdon’t really need thehigh performanceof an SPC product,you may want tosave money with aflexible LVT prod-uct with a reducedwearlayer that willstill work well inyour application.”

Jeremy Whipple, vice president of busi-ness development for Novalis, said rigid corein the Main St. sector works because rigidcore answers most of the performance crite-ria that Main St. customers are looking for:dimensional stability, waterproof and ease ofinstallation. “These performance character-

“THINKING ABOUT THE TRUE NEEDS OF A SPACE ENABLES END USERSTO SPEND MORE ON THE AREAS THAT NEED THE ADDED PROTECTIONOF A RIGID PRODUCT, SO THEY GET THE STYLE AND PERFORMANCE

THEY NEED AND STILL STAY WITHIN BUDGET ON A PROJECT.”— CHRIS MASON, SHAW INDUSTRIES

WHAT RETAILERS NEED TO KNOWFor those retailers with a focus on the commercial segment — or even those just looking to break into this arena — there areseveral factors to keep in mind when working with rigid core products in heavy or light commercial environments.

“Some key considerations that retailers should be aware of in commercial rigid applications include the need for transitions and theease of replacing damaged pieces in the future,” said Karndean Designflooring’s director of marketing Jenne Ross. “For high-traffic ar-eas where the risk of damage to the floor is greater, keep in mind that rigid planks are not individually replaceable; however, if a floatingfloor is desired, our loose lay products are individually replaceable, requiring neither a full spread of adhesive nor transitions.”

In the heaviest applications, directly gluing a rigid core product offers a flooring surface that will not move and can withstandvery heavy traffic, said Chris Mason, hard surface wall and Main Street category manager, Shaw Industries.

“However, you have to distinguish other factors as well,” he said. “Click products with an attached pad are not designed to befloated in high-traffic areas where heavy rolling loads are expected. Any time you have heavy rolling traffic, the click mechanismscan be affected, even when the product is glued down. Fortunately, new products are being introduced with tongue-in-groove lockingmechanisms which remove much of this concern. These products must be glued down, but then work well with rolling traffic andhelp prevent ledging.”

Rigid core products in particular provide more subfloor forgiveness in its installation, offered Mohawk Group’s senior directorof product management Dana Wright, along with the ability to have immediate occupancy with a floating application, improvedease of flooring replacement, as well as longer installations without the need for transitions.

“The combination of superior performance properties and enhanced scratch, stain and dent resistance make this category the per-fect fit for commercial installations,” he added.

It’s important, however, to keep in mind that over large spans if the subfloor isn’t flat the product could be susceptible to un-evenness, explained Armstrong Flooring’s director of commercial product management Amanda O’Neil.

“If the product is not rated for commercial use, in extreme cases the locking system could disengage,” she warned. “It is importantto understand the customer’s goals and plan for proper subfloor preparation and potentially a full spread adhesive installation.”

What’s more, explained Metroflor’s director of marketing Gary Keeble, many format perceptions are driven by the amount offoot traffic with many believing they need to have a glue-down product with heavy commercial “when in reality, floating floorsperform as well in areas with heavy foot traffic.”

istics of rigid core make it the perfect solu-tion for Main St. customers.”

What’s more, explained Amanda O’Neil,director of commercial product manage-ment at Armstrong Flooring, in Main Streetand light commercial, rigid core typicallycan be installed in a floating configurationin smaller spaces which makes installationtime even faster. “It provides a home-likefeel at a fraction of the cost of a naturalproduct with low maintenance and no pol-ish required.”

For instance, O’Neil added, “At MainStreet, the easy installation makes it a goodchoice for retail stores or restaurants thatare revenue-generating spaces and need toreturn to operation quickly.”


Rigid core advancements position it for commercial successBy Mallory Cruise-McGrath

With the latest technology boosting rigid core’s visuals, durability and maintenance, com-bined with its appealing price points, it’s no wonder the category has become a go-to forretailers, along with the A&D community, for outfitting light and heavy commercial spaces.

Here is a look at a few installs where rigid core has created a unique space.

Metroflor’s Engage Inception SPC bringssophistication to this boutique.

Local Reserve from Patcraft instills biophilicdesign into commercial settings.

Rest & Refuge from Armstrong Flooring, with March 2021 avail-ability, is a rigid core product aimed at the hospitality market.

Karndean’s Korlok Select helps bring an added sense of calmnessto coworking spaces.

When Kirk’s Cycle in Dalton, Ga., needed a flooring to withstand thedemands of its bike shop, it looked to Ensignium from EF.

STYL from AVA is perfectly suited for installs where a warm andinviting atmosphere anchored by realistic wood visuals is needed.

Second Home from Mohawk Group meetsthe style needs of this restaurant.

SETTING THEPERFORMANCE STANDARD

www.axiscor.com 1-833-675-4304

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