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floorcoveringnews
N E W S PA P E R
volume 37/number 6 I fcnews.net I the publication more retailers prefer I August 30/September 6, 2021 I $2.00
The ultimate
WATERPROOF
GUIDE
HOW SUPPLIERS
ARE MAKING
THEIR OWN,
UNIQUE
SPLASHES
Momentum driving waterproof floorcovering
shows no signs of ebbing
By FCNews staff
ranges offer a variety of colors available in both
news michael blick
rigid and glue-down options, allowing the president/ceo
mike@fcnews.net
he waterproof story isn’t just about the lat- homeowner to choose the color that best suits
T est rigid core/SPC offerings hitting the mar- her décor in the construction format that ad-
ket. As FCNews’ 2021 Ultimate Waterproof dresses her needs.
steven feldman
publisher/editorial director
steve@fcnews.net
Guide bears out, other categories—including Speaking of needs, Wellmade’s HDPC/SPC
laminate, tile and engineered wood—are bene- rigid core flooring solutions are suitable for all dustin aaronson
fiting by the waterproof/water-resistant craze areas of the home or office, including those associate publisher/advertising director
dustin@fcnews.net
that is clearly resonating with consumers. prone to moisture, such as kitchens, bathrooms
FCNews research showed resilient flooring and basements. Its HDPC waterproof hard-
editorial
was up 21.3% in 2020 vs. 2019. wood features a real bamboo ve-
With numbers continuing to neer mounted on an HDPC rigid reginald tucker
floorcoveringnews core—one of the industry’s first
N E W S PA P E R
managing editor
flourish, it’s no wonder that floor- volume 37/number 6 I fcnews.net I the publication more retailers prefer I August 30/September 6, 2021 I $2.00 reggie@fcnews.net
ing companies continue to ramp The ultimate fully waterproof wood floors.
WATERPROOF ken ryan
up their R&D efforts to meet the Improved dimensional sta- senior editor
GUIDE
insatiable needs of consumers bility is a hallmark of Axiscor’s ken@fcnews.net
who desire a waterproof solution Pro, Prime and Trio collections
megan salzano
in their homes. of SPC flooring. The products senior editor/digital director
This year’s waterproof guide are designed to perform well in megan@fcnews.net
H OW S U P P L I E R S
ARE MAKING
reflects today’s market: an in- extreme temperature situations T H E I R OW N ,
UNIQUE k.j. quinn
creasingly crowded field with while also offering high-impact SPLASHES
contributing editor
many newcomers vying for and scuff resistance.
showroom display space. Of course, they will all Some featured companies in this issue fo- art/production
have to follow behind category leader COREtec, cused on acoustical properties. CFL, for exam-
frank notarbartolo
which continues to impress with products that ple, developed NovoCore Q to be the sound art/production director
provide warmth and comfort underfoot as well choice in waterproof floors. Q (for “quiet”) is frankn1@me.com
as dent resistance and sound abatement. And an engineered vinyl flooring that champions sales
while COREtec continues to add new products the quest for a high-performing hard surface so-
to its vast repertoire, that hasn’t stopped existing lution that isn’t noisy underfoot. NCQ features krystal bates
classified and
companies and newcomers from marketing a patent-pending construction that uses multi- digital sales manager
krystal@fcnews.net
their own versions of waterproof flooring. ple distinct layers from different materials that
As for the standard-bearers, Mannington is each block specific frequencies of sound that headquarters
offering select lines of WPC, SPC and tradi- greatly improves acoustic performance. 33 walt whitman road, suite 302E
huntington station, ny 11746
tional LVT through its heralded Adura collec- No waterproof guide would be complete tel: 516.932.7860 fax: 516.932.7639
tions. Adura Max, Rigid and Flex now include without several first-timers. This year’s list in- e-mail: info@fcnews.net, website: fcnews.net
Microban protection to keep floors cleaner, as cludes a name recognized by millions:
well as ScratchResist, its proprietary scratch-re- Christina Haack. The star of HGTV’s “Flip or founder
sistant surface protector. Flop” and “Christina on the Coast” used her ex- albert wahnon
1920-2011
SolidTech, Mohawk’s most durable luxury pertise in design and flooring to launch her new Copyright 2021 by Ro•El Productions, Inc. All rights
vinyl product, is now available in wood and waterproof line, the Christina Collection. reserved. Printed in the U.S.A. Material in this
publication may not be reproduced in any form
stone collections across multiple price points to Within these pages, readers will learn more without written permission from the publisher. The
opinions expressed by columnists do not necessarily
meet any consumer’s budget needs. Mohawk’s about a range of waterproof hard surface op- reflect the views of management. Single copy $2
U.S. subscriptions $25/yr. Canadian subscriptions
sister company, Daltile, is featured in this guide tions—how the products are constructed, how $50 U.S./yr. Foreign via air $200 U.S./yr, foreign via
thanks to its StepWise technology. they perform and what flooring dealers can ex- surface $100 U.S./yr. Printed in the U.S.A.
With a passion for luxury vinyl product de- pect in the coming months. The objective is to postmaster
sign, Karndean Designflooring’s rigid portfolio arm store owners and retail salespeople with Send address changes to FLOOR COVERING
NEWS, subscription Dept.,821 West Jericho Tpke,
spans four product ranges—from entry-level the product knowledge and information on Ste. 2C, Smithtown, NY 11787
Floor Covering News (ISSN-10794174) is
Knight Tile to premier Korlok Select—allowing trends in waterproof flooring so they will be published biweekly by Roel Productions Inc., 33
Walt Whitman Road, Suite 302E, Huntington Station
retailers to showcase a full spectrum of Karn- better equipped to respond to a variety of cus- , NY 11746. Periodicals postage paid at Hicksville,
NY, and additional mailing offices.
dean rigid core visuals and price points. Two tomer inquiries.
f cn ews.net August 30/September 6, 2021 I3
selling
Deciphering waterproof
vs. water ‘resistant’
Have a flood? That’s what insurance is for.”
By Ken Ryan and Reginald Tucker
John Taylor, owner of Taylor Carpet One
onsumers may not know an SPC from a Floor & Home, Fort Myers, Fla., is used to deal-
C WPC but they can relate to waterproof ing with moisture issues as manager of multiple
flooring. Flooring retailers splash their show- Carpet One stores as well as Pro Source locations
rooms with “waterproof” signage because they in southwest Florida. “I worry about these
know it resonates with today’s consumer. At the [claims] being oversold,” he said. “We’ve taken a Some wood/rigid core hybrids are touted as
same time, however, “waterproof” comes with position where we train our salespeople to tell being water resistant. Pictured is the Raintree
an asterisk—as it is not impervious to water people there are limitations on these warranties. brand of composite wood from AHF Products.
damage should, for example, a home flood even If there is a flood, it is considered a catastrophic
from a dishwasher gone awry. event and, therefore, it is an insurance event— Suppliers chime in
Retailers are increasingly caught in the mid- not a warranty event.” For their part, flooring suppliers say they honor
dle between manufacturer claims and consumer Taylor goes one step further than most by claims in cases where a defect has been deter-
expectations. Try as they might to inform con- providing moisture testing on every LVP, lami- mined. This has historically been the case, man-
sumers of the product’s actual capabilities, deal- nate and wood job prior to and after the installa- ufacturers argue, long before the advent of
ers are often left holding the bag when it comes tion. The consumer pays for the testing but does waterproof floors. However, suppliers say they
to honoring warranties. “I am frustrated that so willingly, he added. “What ends up happening realize there is tremendous power behind mar-
manufacturers can make such general claims is if you put a waterproof floor over a subfloor keting language, and it’s important to use that
about water and performance on marketing ma- with a moisture issue you end up trapping the power responsibly.
terials, yet never have to stand behind the actual moisture in and you eventually have a mold “The reality is floors need to be able to stand
issues a homeowner will face,” said Jon Dauen- issue,” Taylor explained. “If it goes on for a long up to spills and minor accidents,” said Dan
hauer, co-owner of Carpet World Bismarck in time, you can have breathing issues from the Natkin, vice president, wood and laminate,
North Dakota. “The fine print of a warranty is mold. We test every job, and we give them the re- Mannington. “Whether they are water resistant
confusing to most.” sults—70% to 75% of jobs come back just fine. or waterproof is just a matter of semantics. In a
For retailers, waterproof is obviously a great With the other 25% to 30% we discuss moisture flood, the flooring will need to be replaced.
story to tell the consumer. But while explaining mitigation and will put a sealer on the floor.” Most sophisticated RSAs understand this and
the benefits retailers must make sure to manage For some retailers, the concept of waterproof guide the consumer appropriately.”
their customers’ expectations. “Setting proper can have separate meanings for all involved. “The For suppliers like Cali, which offers a variety
expectations is the key to success,” said Adam problem for retailers is this: what waterproof of natural and engineered product categories (a
Joss, co-owner of The Vertical Connection Car- means to the consumer and what it means in re- higher percentage being resilient these days),
pet One Floor & Home, Columbia, Md. “We ex- gard to warranties are two entirely different both “waterproof” and “water resistant” are
plain that it’s waterproof for everyday life; it things,” said Penny Carnino, COO at Grigsby’s terms utilized in its offerings. According to
provides protection against spills, drips and pets. Carpet, Tile & Hardwood in Tulsa, Okla. Doug Jackson, president, it all depends on the
“Promising more to con- specific product category. “We market our SPC
Cali’s SPC flooring products are sumers with already over- products as waterproof, and we’re having no is-
designated as being completely waterproof. the-top expectations makes
Pictured is the Longboards series.
sues with that,” he told FCNews.
our lives tough; a lot of the The waterproof vs. water-resistant dilemma
time all they hear is ‘water- extends beyond resilient and laminate, though.
proof’ and no matter how A prime case in point is the Raintree brand of
many times we explain that engineered wood/rigid core floors recently ac-
is for topical spills they don’t quired by AHF Products. “It has a real wood ve-
hear it. We do love LVP, and neer glued to a waterproof SPC core; the wood
like most retailers it’s our veneer is protected by waterproof coatings,” said
No. 1 product. But it’s so im- Don Finkell, vice president. “We are confident
portant to educate the con- enough with the performance of our Raintree
sumer and keep their floors to recommend them in bathrooms—an
expectations realistic.” area formerly off limits to wood floors.”
4 I August 30/September 6, 2021 fcnew s . net
Resilient booms as housing expands
By Megan Salzano Suppliers agree the SPC category is
propped up by its three main features—
he waterproof resilient category has performance, aesthetics and price of
T reaped the benefits of exponentially
growing demand for home renovation
entry, which give it a leg up against its sis-
ter sub-segments. “HDPC/SPC rigid core
and building materials. It will come as no vinyl products continue to grow faster
surprise that resilient—mostly led by the than LVT and WPC,” said Dick Quinlan,
waterproof rigid core sub-segments—reg- vice president of sales and marketing,
istered gains in 2020 while many other Wellmade. “The superior performance
flooring categories did not. FCNews re- characteristics and greater ease of instal-
search showed the category generated lation provided by HDPC/SPC rigid core
$6.589 billion in sales in 2020—an in- vinyl will continue to drive increased
dustry-leading 21.3% increase over 2019’s sales and market share over LVT and
$5.433 billion. Rigid core offerings, such as Karndean’s Korlok Select and WPC products.”
This year shows even more promise, Korlok Reserve ranges, continue to grow in popularity. Novalis’ Ehrlich agreed, adding,
according to suppliers. “From my per- “More and more market share is being
spective, the industry is up for the year,” ex- resilient residential dollars in 2019 to a whop- given to SPC in the residential environment—
plained Ed Sanchez, vice president of product ping 51.9% in 2020. In terms of its command customers are educating themselves and find-
management, resilient, Mohawk. “There has of the LVT segment in which it resides, 2020 ing that it is a better product with more
been strong demand across all channels as saw an increase from 37% to a staggering attributes (waterproof, dent resistant) at a com-
business reopens and the home building/real 59.2%. In terms of dollars, it generated $2.516 parable cost.”
estate market has been booming. I expect to billion of the LVT market’s $4.25 billion in However, many suppliers argue LVT and
continue to see resilient products take share 2020. WPC also have their place in the waterproof
from other categories as innovation in the cat- As such, SPC remains the dominant player
fold. Blakley Satterfield, residential LVT prod-
egory delivers differentiation and value for in the LVT game, potentially at the expense of uct manager, Mannington, explained that WPC
consumers.” its sister sub-segments. Raj Shah, president,
will hold its place in the category by “offering
There are two main drivers of the water- MSI, said he expects to see SPC continue to customers a thicker floating product that is
proof category’s continued popularity and take share from WPC. “Ultimately, it’s a lower- softer and warmer underfoot and 30% quieter
growth in 2021—as well as the growth of the cost raw material with no detriment in techni- than SPC for use on a second story. Glue-down
entire industry: the pandemic and the current cal attributes for the consumer, whether they LVT, or traditional LVT, will continue to be a vi-
housing market, two topics that are inter- be residential or commercial. Almost all new able option for customers who need floors with
twined. “The recent pandemic has played a manufacturing capacity in the United States no transitions, especially those with wheel-
huge role in the unprecedented rise of resilient and across the world is made for SPC.” chairs present in their home or large, open floor
sales,” explained Steve Ehrlich, vice presi- plans. I expect WPC to take on a role as
dent of sales and marketing, Novalis. the more luxurious of the three LVT con-
“When pairing the fact that our customers structions. The softness underfoot com-
spent more time at home than ever before bined with better sound-dampening
last year and thus craved a refresh of their qualities allow WPC to compete well
surroundings/décor with elevated dispos- against SPC in residential applications.”
able income due to canceled vacations, no Bill Anderson, CEO, Karndean,
dinners out and school and extracurricular added that all variations of LVT/P have
activities coming to a screeching halt, it done well and continue to do well for the
was the perfect storm to make all residen- company as long as preference and need
tial remodeling—including resilient sales are taken into account during the pur-
go through the roof.” chasing process. “Within our luxury vinyl
product offering of glue down, loose lay
Waterproof leads the pack and rigid core, any format of our products
While the resilient category continues to can be installed in any room of the home,
dominate the flooring industry, it is the and so we encourage consumers to shop
waterproof rigid core subsegment that The boom in the housing market has created widespread our floors by color and design first rather
leads the pack. FCNews research showed demand for waterproof products like Mohawk’s Pergo than by format. We are seeing gains
Extreme, seen here. across all three categories.”
residential SPC grew from 30.8% of total
f cn ews.net August 30/September 6, 2021 I5
merchandising
The key to success?
A tailored selection
At Tennessee-based Chattanooga Flooring Center, consumers
By Reginald Tucker have a choice of several waterproof lines from which to choose—
but not so many that they are overwhelmed with options.
hoosing a flooring product for the home is a lot like trying to find
C something to eat at a diner—so many choices, so little time. Con-
sumers looking to purchase waterproof WPC or SPC flooring are likely
and clutter your showroom,” he explained.
Langan’s store typically carries about seven waterproof resilient
to face an equally daunting task—if not more so. lines, most of which are from the retailer’s core suppliers. “I partner
So, what’s a retailer to do? While some dealers think the less-is- with the suppliers that have a proven history of good pricing, excellent
more approach works, others say they believe in offering the con- service and consistent inventory,” he added.
sumer as many choices as possible. Despite offering varying numbers Mary Ann Gore, office manager at Chattanooga Flooring Center,
of brands within their showrooms, most dealers agree that each prod- Chattanooga, Tenn., explained that while her store has at least 10 wa-
uct line should have something (color, texture, construction, etc.) that terproof resilient brands, she feels the ideal number to carry is closer
makes it stand out in the crowd. to five. “We have noticed that when customers are offered too many
FCNews asked retailers to provide the magic options, they can become overwhelmed,” she
number of waterproof lines. explained. “Also, the patterns tend to be repeti-
tive across the various brands.”
Three to five
Carpetland USA of Rockford, Ill., carries five wa- Ten or more
terproof resilient brands and suggests dealers For Akron, Ohio-based Barrington Carpet, wa-
showcase between three to five brands—just terproof flooring is its largest category in hard
enough to give the customer some options. “The surface, according to Craig Phillips, the com-
customer is much more educated today than she pany’s president. Barrington stocks about 40
was in the past,” explained Kevin Rose, presi- SKUs in waterproof and displays more than 20
dent. “They want options and value, and you different lines from all its key supplier partners.
need to show them you are not aligned with any “All other hard surface categories combined
one particular brand.” do not come close to matching our square
For Harrisburg Wall & Floor in Harrisburg, footage sales in waterproof,” Phillips said. “It
Pa., carrying a handful of different product lines seems we can’t get enough.”
from one manufacturer can be beneficial. The Phillips explained it can sometimes be a
Akron, Ohio-based Barrington Carpet stocks
store currently carries five lines—three of more than 40 SKUs of waterproof flooring,
struggle to pinpoint the ideal number of brands
which are from the same manufacturer. “Nor- reflecting the popularity of the category. to showcase on the showroom floor. However,
mally, we buy [according to] quality and rela- for his store, “It seems our customers love the
tionship,” explained Brett Bentz, president. “Limiting the number of variety and range we show.”
lines also helps on the freight, shipping—all of the extra costs. You Big Bob’s Flooring Outlet in Yuma, Ariz., also shows upwards of 20
can combine truckloads of products when they are from the same lines of waterproof flooring. “We are constantly removing old technol-
manufacturer.” ogy and introducing new and improved products in our showroom,”
Bentz suggested that three brands are enough for the average dealer said Josh Penny, president. “This category will continue to gain more
to showcase. “If you have too many, you can confuse the consumer,” he space in our showroom as long as the consumers support and demand
said. “It’s harder for a person to make a decision when there are too waterproof in their homes.”
many choices. Within each line you probably have 40 decisions, 40 col- Penny’s store initially sold only five or six waterproof lines. How-
ors. Multiply that by three, and that’s more than 120 choices.” ever, customers asked for a larger selection. “We are fortunate enough
to have the showroom space to effectively display a wide variety of op-
Six to seven tions in this category,” Penny added. “Today’s consumer has invested a
Eric Langan, owner of Davenport, Iowa-based The Langan Group (dba lot of time researching waterproof flooring. We must be able to provide
Carpetland USA), said he believes six suppliers/brands in waterproof a wide variety of products to give her the confidence that she has seen
resilient should offer enough good, better and best options for the con- the latest and greatest and we can provide her with the best selection
sumer. “Bringing on much more than that will confuse the customer for her home.”
6 I August 30/September 6, 2021 fcnew s . net
basics
Differentiating between WPC, SPC
WPC SPC
What’s in a name? What’s in a name?
WPC goes by several names based on the person you talk to. Some say According to the Resilient Floor Covering Institute, “SPC” refers to the
it translates as “wood plastic/polymer composite,” while others believe class of rigid vinyl flooring products with a solid polymer core. That solid,
it stands for “waterproof core.” Either way you define it, many would waterproof core, experts say, won’t ripple, swell or peel no matter how
agree this category represents a game-changing product that continues much liquid it is subjected to.
to generate excitement and additional sales opportunities for dealers This core is ultra-dense with no foaming agents such as those found
and distributors. in traditional WPC
WPC is a compos- flooring. It provides
ite material made of slightly less resiliency
thermoplastics, cal- underfoot but is said to
cium carbonate and make the flooring ex-
wood flour. Extruded tremely durable.
as a core material, it is SPC features a
marketed as being wa- stone- or hardwood-
terproof, rigid and di- look printed vinyl layer,
mensionally stable. In which continues to re-
an effort to differenti- fine its style and design.
ate their products, sup- The dense, highly
pliers are branding mineral-filled, ex-
their WPC offerings truded core of SPC pro-
with names such as enhanced vinyl plank, engineered luxury vinyl floor- vides superior indentation resistance and is best for high-traffic and
ing and waterproof vinyl, to name a few. commercial applications.
Competitive advantages Competitive advantages
WPC’s features and benefits make it a strong competitor against almost There are at least two reasons why rigid core has seen a surge in
every other flooring category available today. Its primary benefits are its popularity among vendors, with new companies entering the
waterproof core and its ability to go over most subfloors without much market seemingly every month. For one, it is the fastest grow-
preparation. Unlike WPC, traditional vinyl floors are flexible, meaning ing sub-segment of the fastest growing category. Retailers
any unevenness in the subfloor will likely transfer through the surface. across the country are dedicating more showroom floor space
Compared to traditional glue-down LVT or solid-locking LVT, WPC to the category based on the growing demand. Second, the cost
products have a distinct advantage because the rigid core hides subfloor of entry is relatively minimal. Part of its rapid growth stems
imperfections, proponents say. from the sub-segment’s versatility. Although SPC is suitable for
Against laminate, WPC shines in the waterproof arena. While most any environment where you need a durable, waterproof floor, it
laminates are engineered to be water “resistant,” WPC is marketed as is also ideal for settings such as commercial kitchens and bath-
truly waterproof. Proponents of WPC say it is more suitable for envi- rooms as well as grocery stores and other venues where spills
ronments in which laminate would not normally be used—including occur. Unlike traditional vinyl that is flexible, manufacturers
bathrooms and basements. What’s more, WPC products can be installed designed rigid core to be unbending. As such, it is ideal for both
in large rooms without an expansion gap every 30 feet—a long-estab- commercial and residential settings.
lished requirement for laminate floors. WPC is also seen as a quieter,
softer alternative to laminate because of its vinyl wear layer. Future prospects
Experts say composite waterproof flooring, led by SPC, will be
Future prospects the high double-digit growth engine in hard surfaces over the
Piet Dossche, the founder of USFloors and the “father of WPC,” pre- next several years. Composite/SPC tiles as an alternative to ce-
dicted WPC “will forever change the landscape of the industry.” If re- ramic tiles is the next big growth opportunity for a slew of rea-
tailer response is any indication, WPC has in fact left its mark on the sons: SPC tiles are lighter and warmer than ceramic; they don’t
industry and is likely in it for the long haul. This is based not only on break and are cheaper/easier to install (click); no grout is
the sales and profits the category is generating for floor covering dealers needed; they are easier to remove; and, thanks to an attached
but also the high level of investment suppliers are making. cork backing, are more comfortable to walk/stand on.
f cn ews.net August 30/September 6, 2021 I7
basics
WPC vs. SPC: How, where they thrive
By Megan Salzano
s part of the resilient category’s ◗ Axiscor - Trio
A growth, it has splintered into vari-
ous sub-segments, each touting its own
Axiscor Performance Flooring’s Trio collection offers proven dimensional stability in extreme temperature
ranges, high-impact and scuff-resistance ratings and is designed to look great for years even when exposed
to pet accidents and spills; water will not affect the dimensional integrity of the product. Based on ABA
value to the end user. As such, flooring construction, the SPC core is separated by two layers of 100% virgin vinyl. The top layer enables a deeper,
richer EIR texture and the underside layer adds to the dimensional stability of the 7 x 60 planks.
dealers have to stay educated on each
sub-segment’s features and benefits and
where each will thrive in the home. Two ◗ CFL - Firmfit
such sub-segments are WPC and SPC. CFL’s Firmfit is 100% waterproof and comes with an advanced surface treatment resulting in en-
hanced antibacterial features. It also allows for the use of residential steam mops, which can be
used to create an environment in which most bacteria or viruses can’t survive. With proven quality
WPC puts comfort first and a wide range of designs, including its new 72-inch EIR planks and 48 x 24 tiles, Firmfit aims to
take the resilient category to a new level.
There are several features that draw con-
sumers to WPC, most notably those re-
lated to comfort. “The biggest difference
◗ COREtec Grande
COREtec The Original has expanded into large formats with the 82-inch Grande, which features 10 oak
in WPC versus rigid core is the added visuals and a wide color scheme from light and natural to rich and dark. The floor comes with all the
comfort and quietness you get with waterproof, kid-proof, pet-proof benefits from The Original, plus a 30-mil wear layer that won’t com-
promise the crisp and clear visuals and an even thicker core (9mm) to provide more comfort, optimal
WPC,” explained Steve Weisberg, presi- sound absorption and stability. It offers quick and easy installation and is GreenGuard Gold certified.
dent of Crest Flooring, Allentown, Pa.
Bruce Odette, owner, Carpet Ex-
change, Colorado, agreed, adding that ◗ Engineered Floors - Ensignium
Ensignium offers a waterproof product with high quality and natural aesthetics. A standout of En-
WPC’s comfort-first characteristics can signium is its low-repeat, real-wood patterns that are digitally printed directly on each planks’
be marketed as an added value for an up- rigid core. This low repeat allows for a faster, easier installation. There is no paper film covering
the plank, giving the illusion of real wood, but rather the clean grains, natural wood feel and natural
graded price point. colors are engrained directly on each plank.
Despite competition from its sister
sub-segment, WPC remains a major ◗ Mohawk - SolidTech Plus
player for many dealers. “We’ve always Mohawk’s SolidTech Plus is designed for any room, at any climate. Being 100% waterproof, this flooring
done well with WPC,” said Chris is optimal for wet areas and built to withstand spills and pet accidents. For extra protection, SolidTech
Plus also features Mohawk’s EasyClean technology for enhanced stain and soil protection as well as All
Cosentino, president of Hadinger Floor- Pet Plus Protection, which covers all pets, all accidents, all the time, with scratch protection. Being one
ing, Naples, Fla. “We embraced the of the top selling styles, Yakima from the Thatcher collection is an example of visually appealing flooring
product early and our people had great built tough to withstand real-life wear and tear.
success with it.”
◗ Republic Floor - Pure SPC
SPC equals durability The new Republic Floor Pure SPC line features the company’s proprietary Stone Plastic Composite
technology, which is completely inert and waterproof. Republic’s stone composite contains no wood
For some, the new kid on the block— or limestone, and at 5mm to 8mm-thick, it is very strong and snaps into place very easily. It is
SPC—is everything its WPC sister sub- FloorScore certified and offers a 25-year residential warranty. Republic Floor says its innovative SPC
segment is and more. products take the category to new heights and into more areas of the home.
So where does SPC thrive? For re-
tailers like Kevin Frazier, Frazier’s Car- ◗ Shaw Floorté Classic Series - Pantheon HD Plus
Floorté waterproof collection by Shaw Floors are 100% waterproof and designed to stand up
pet One Floor & Home, Knoxville, to active households with kids and pets. All Floorté constructions are easy to install and main-
Tenn., SPC flourishes, in almost every tain. Floorté Classic Series features WPC offerings with SoftSilence attached pad for a softer,
space, especially in kitchens, bathrooms, warmer, quieter waterproof floor. Inspired by a fusion of aesthetics, Pantheon HD Plus incor-
porates mixed species, high color contrast and embossed-in-register textures.
home offices and basements. “SPC
thrives everywhere, above and beyond
WPC,” he said. “If you add on top of the ◗ Stanton - Natural Beauty
visuals the fact that it does everything as From the natural, organic look of the wood grain to the performance properties and clean
color palette, Stanton’s Natural Beauty series is designed to “wow” design-conscious con-
well as WPC, and resists indention bet- sumers with high-quality decorative flooring choices. Style options range from modern hick-
ter, you have a foolproof recipe for SPC ory to transitional oaks, edgy metropolitan colors to the new coastal beach favorites; all of
which can be paired with Stanton’s designs in made-to-order rugs and carpet.
thriving everywhere.”
8 I August 30/September 6, 2021 fcnew s . net
installation
Moisture tests still required with SPC, WPC
BY JASON SPANGLER after being poured—a process that can ity of excess moisture before the flooring
take many months—moisture evaporates is installed. If the subfloor is concrete, al-
hen a flooring failure occurs, from the slab’s surface. ways conduct a moisture test to evaluate
W one of the most common cul-
prits is excess moisture. That
goes for ALL types of flooring. What
When you install a flooring material
that’s billed as waterproof, the water in-
side the concrete slab has no place to go.
the overall moisture condition of the con-
crete slab.
It’s also important to carefully con-
about popular materials that are consid- Over time, the water will rise to the slab’s sider which type of moisture test you will
ered waterproof, such as vinyl plank surface to evaporate—except, it can’t. A perform. The two most common are the
flooring? If it is waterproof, there must waterproof floor will serve as an impervi- in-situ relative humidity (RH) test and
be nothing to worry about, right? This ous layer that won’t allow moisture to es- the anhydrous calcium chloride test. But
might be true for water spilled on the cape. Trapped underneath the floor, the only one has been shown to be consis-
floor’s surface. However, water lurking moisture is left to interact with flooring tently accurate and reliable: The RH test,
underneath the floor may be another adhesives and/or the finished floor itself. which utilizes small RH sensors that are
matter entirely. If the moisture is substantial, a flooring placed in test holes at 40% of the depth
Case in point: If a waterproof flooring failure such as cupping, debonding of of the slab.
product is installed over a concrete slab, glue or adhesives, mold, mildew and
a surprising amount of moisture may still other issues could be the inevitable and Jason Spangler is sales manager
be in the substrate. That’s because water disastrous result. for Wagner Meters. He has more
is one of concrete’s most essential ingre- Fortunately, it’s quite easy to avoid than 25 years’ experience in sales
dients and is always added before the ini- these common moisture-related issues. and sales management across a
tial pour. As the concrete slowly dries The key is to pay attention to the possibil- broad spectrum of industries.
f cn ews.net August 30/September 6, 2021 I9
needs. Pro is available Bells &
in three formats: planks Whistles
in 7 x 60 and 9 x 60
sizes; and 12 x 24 tile • Trio: 7mm overall
visuals. thickness; 20-mil
PrimePlus: The wear layer; cut-and-
need for practical painted beveled
pricing does not mean a edges; ABA
customer has to give construction; 7 x 60
up styling and great planks
Axiscor’s new PrimePlus features a 20-mil wear layer and antimicrobial looks. Recent
UV coating to prevent the growth of bacteria.The top layer of Axiscor Trio
(shown here) allows for a deeper, richer EIR texture. improvements to the • Pro: 6mm overall
collection make thickness; 20-mil
PrimePlus an even wear layer; 9 x 60 and
Pro, Prime and Trio better value in SPC
floors. The high-
7 x 60 planks; 12 x 24
tiles
Triple threat delivers the complete package performing wear layer
has been increased to • PrimePlus: 4.5mm
Axiscor Performance virgin vinyl. The top performance in high- 20-mil thickness and an overall thickness;
Flooring’s three distinct layer enables a deeper, traffic areas is needed, antimicrobial UV coating 20-mil wear layer
collections offer richer embossed-in- Axiscor hits the mark. A helps keep the floor with antimicrobial UV
extremely durable register texture, and the 6mm/20-mil wear layer cleaner by preventing coating; 2G
floors with some of the underside layer adds to makes Pro one tough the growth of bacteria, angle/angle
most natural-looking the dimensional performing product. An mold and mildew. installation;
tiles and planks. stability of the 7 x 60 EIR finish with cut-and- Other enhancements 7 x 48 planks
Trio: Based on ABA planks. The 7mm-thick painted beveled edges include an improved
construction, Trio sets a product offers heft, but make each individual warranty for residential
new benchmark for these aesthetically tile and plank stand out and light commercial
styling and visuals for pleasing visuals turn as one of the best use, a denser 1mm
SPC floors. The SPC shoppers into buyers. looking collections IXPE attached pad and
core is separated by Pro7, Pro9 and suitable for commercial 2G angle/angle
two layers of 100% Pro12: When high and/or residential installation technology.
PRIME COLLECTION GETS BETTER WITH PRIMEPLUS
The fast growth and tremendous success of Axiscor Prime has been attributed to the
outstanding colors and visuals in an entry-level SPC price point. And now Axiscor is
introducing enhanced features that will make PrimePlus an even better value for
shoppers in search of a good-looking floor on a budget. Two new colors were introduced
to round out a collection of eight natural-looking planks. The wear layer has been
increased from 12 mil to a 20 mil with antimicrobial properties added to help prevent the
growth of bacteria, mold and mildew. Other improvements include a longer warranty for
residential use and an enhanced density IXPE pad for a quieter walk underfoot. The 7 x
48 planks feature 2G locking technology by Välinge for easy installation.
10 I August 30/September 6, 2021 fcnew s . neton rigid core offering a Key selling
modern twist to points
conventional bamboo.
In addition, the • Signature Aluminer
company’s hardwood UV-cured aluminum-
rigid core series oxide finish protects
extends into two against everyday
collections: Harmony wear and tear
and Aqua Floors. Both
collections have a • 100% waterproof
1.2mm real wood
veneer, micro-bevel • Scratch resistant
edge and random
length planks. • Micro bevel edge
BHW Floors’ vinyl
rigid core flooring • Easy click-lock
presents an exclusive system for rapid
line of high-resolution install
planks that simulate
The Symphony collection is a 1.2mm, strand-woven bamboo veneer
the look and feel of • Exceptional
on rigid core, offering a modern twist to conventional bamboo.
real hardwood, making durability and simple
it a seamless choice maintenance
for active lifestyles.
Waterproof portfolio BHW Floors is • Residential 50-year
Rigid core styles span bamboo, hardwood and vinyl unique in that it warranty
manufactures its own
BHW Floors’ products themselves to modern several categories products with high- • FloorScore certified
have been and timeless design from bamboo to quality, cost-effective
meticulously designed trends alike. BHW hardwood to vinyl. The collections that provide
to provide an appealing Floors’ rigid core Symphony collection is a great return on
range of styles and waterproof portfolio a 1.2mm, strand- investment for flooring
textures that lend splashes across woven bamboo veneer retailers.
THE BEST IS YET TO COME
BHW Floors’ waterproof veneer SPC rigid core moves full steam ahead with
plans to expand on existing collections later this year. These innovative
products feature a 1.2mm real wood veneer that is infused with a waterproof
sealant. Stain is then applied to the veneer and finished with eight layers of
BHW’s signature Aluminer UV-cured aluminum-oxide coating to ensure
exceptional performance against everyday spills and scratches. Complete
with a click-lock profile for rapid installation, these prefinished, premium-grade
planks create a focal point for any atmosphere.
12 I August 30/September 6, 2021 fcnew s . netdegrees of sound This and that
issues.
In the case of ● Up to three times
NovoCore Q, this floor quieter than a
is much quieter than a 5.5+1mm WPC floor
normal 4mm SPC with
1mm cork or a ● Comes in XL format
5.5+1mm WPC floor. with registered
The difference is in the synchronized
reflecting sound, the embossing and
sound you hear within pronounced beveled
the room. Think of the edges, tile formats
clonking of people’s
heels walking around ● Rigid, waterproof,
the office, or the bangs durable, stable and
and thumps when kids certified
are running around the
NovoCore Q features a patent-pending construction engineered to use multiple distinct
layers from different materials that block specific sound frequencies.
home. ● Comes with
Sound is tricky. All ScratchShield MAX
frequencies aren’t finish, best in class
NovoCore Q from CFL heard equally or
reflected equally. NCQ
for scratches, wear
and stains
The sound choice in waterproof floors is not made of one
material; it’s a patent- ● Patent-pending
NovoCore Q was high-performing hard surface floor covering pending construction construction
developed by CFL to be surface solution. solutions today have engineered to use engineered to use
the sound choice in CFL drives flooring come a long way in multiple, distinct layers multiple, distinct
waterproof floors. “Q” innovation not by simply terms of durability, from different materials layers from different
(for quiet) is an making products but by beauty and that block specific materials that block
engineered vinyl providing solutions to waterproofability; frequencies of sound specific frequencies
flooring that champions challenges facing clients however, some and greatly improves of sound
the quest for a quieter, and consumers. All hard products have varying acoustic performance.
HEARING IS BELIEVING
Unlike many hard surfaces that face acoustic challenges,
NCQ offers a solution to the sound problem. What’s more,
it is extremely easy to demonstrate: just drop a marble or
a golf ball on the floor and you hear the difference
instantly.
CFL’s standard displays come with a built-in sound test
piece with competing waterproof products—one next to
the other (SPC, WPC, laminate and NCQ)—to demonstrate
the sound difference. In this case, hearing is believing.
14 I August 30/September 6, 2021 fcnew s . netown home with her Features and
three children and benefits
pets. Creating floors
that can uphold any • DiamondWalk
messes or accidents Finish withstands
from kids or pets is high-traffic areas
crucial to Haack
because she • Scratch resistant
understands the
stress of being a mom • Stain resistant
and homeowner.
This scratch- and • Waterproof
stain-resistant flooring
comes in 21 colors to • 21 on-trend colors
fit any type of home. that fit any design
Every style was style
carefully selected with
a professional • 20-mil wear layer
Christina Haack’s new SPC collection features designer to cater to protects flooring
scratch- and stain-resistant flooring any taste and is on
that is available in 21 colors.
trend. The 20-mil wear • Suitable for
layer creates a thick residential or
product that is
Christina Collection protected for
commercial use
Stylish, durable and affordable residential or • Kid and pet friendly
commercial traffic. The
Christina Haack from her new waterproof stylish but durable and collection also
“Flip or Flop” and line, the Christina affordable as well. includes a multitude of
“Christina on the Collection. She is After dedicated hard shades that not only
Coast” parlayed her motivated to help work, the result was a reflects Haack’s taste
expertise in design people find quality luxury vinyl SPC floor but is easy to clean
and flooring to launch flooring that is not only that was tested in her and safe for any home.
FLOORS FOR ALL
Collaborating with HGTV star Christina Haack from “Flip or Flop” and
“Christina on the Coast,” distributor Flooring Lines devoted a great deal of
time and effort into creating the Christina Collection. The high-performing SPC
line is the result of its DiamondWalk finish that will withstand high-traffic
while still looking stylish. This durable and waterproof collection is kid and pet
friendly—it was tested by Christina's children to ensure it can last through
any messy mistakes or accidents. The collection also consists of 21 colors
that will appeal to an array of consumer tastes.
16 I August 30/September 6, 2021 fcnew s . netto resist wear from CORE
high-traffic strengths
environments.
The COREtec •100% waterproof,
Stone, COREtec kid-proof, pet-proof
Advanced+ and
COREtec Wood •Can be installed
collections (Mineral over most existing
Core) offer: hard surfaces with
COREtec Plus HD, shown here in Blended Sienna, is a WPC Dimensional stability: little or no prep
offering with enhanced, integrated bevels. Having no PVC reduces
the amount of •Can be installed and
movement caused by
COREtec Plus HD fluctuation in
enjoyed the same day
temperature.
The three cores of COREtec •No need for nails,
Rigidity: Increased glue or additional
COREtec Floors is which helps prevent dropping something on rigidity enhances the underlayment
known for delivering the transfer of outside them, sounds will be overall performance.
exceptional style with temperatures lessened. Finish options: A •Easy, click-together
100% waterproof, kid- impacting the flooring The COREtec Pro mineral core can installation
proof and pet-proof temperature. collection (SPC) offers: expand on what’s
performance. The core Comfort: With less Strength: Performs in possible: Opportunities •Extremely durable
layer of each product density, WPC has more harsher environments, in polished or matte and easy to maintain
has many unique of an absorption including commercial finishes, real hardwood
benefits to fit any property making the applications. veneers and advanced, •GreenGuard Gold
customer’s needs. floors easier on the Dent resistance: The scratch-resistant certified
The COREtec body and more high density of SPC finishes.
Originals collection comfortable to live on. helps to prevent Choosing the •Lifetime residential
(WPC) offers: Sound abatement: indentations from perfect COREtec floor warranty and
Warmth: The Sounds are reduced heavy items falling on comes down to competitive
expansion of the core from impacts—from the floor. preference and commercial
works as an insulator, walking on the floors to Durability: Designed application. warranties
ULTRA REALISTIC, ULTRA SCRATCH RESISTANT
COREtec Advanced+ is the floor that treats flooring customers better, no matter how they treat it.
Enjoy expanded design possibilities with fewer pattern repeats and a sophisticated color palette.
Innovative engineering combined with natural artistry provides next-level protection against pets, kids,
high heels and everyday life. Available in two styles (7 and 9 inches), the product’s innovative mineral
core offers a 100% waterproof, kid-proof and pet-proof floor designed not to swell, cup or crack when
exposed to water. Low-luster visuals and enhanced scratch performance make this the highest-
performing COREtec floor yet, boasting a 15-year residential scratch warranty.
18 I August 30/September 6, 2021 fcnew s . net(MSPC), which aims to This and that
build upon an already
popular flooring • Lifetime waterproof
category. Thanks to the warranty
strength and stability of
the MSPC, Create • Scratch resistant
Flooring can offer a
product that can be • Pet friendly
placed in areas where
temperatures are • Embossed in register
warmer without the
The Lofts collection from Create Flooring is available in 10
threat of product • 12mm + 2mm pad
trendy colors to suit virtually any design taste.
shifting—which can attached = 14mm
occur with some SPC overall thickness
Lofts collection products. Create’s
MSPC core consists of • 10 designer colors
A new laminate line that checks all the boxes magnesium oxide,
which provides a • Random long lengths
If you are a flooring random long lengths, allowing consumers to stronger and more of 2-, 4- and 6-foot
retailer looking for a attached pad and 10 live and work without stable core. The planks
floor covering that trendy colors. the worry. It is designed structural innovation of
checks all the important The objective with this with both performance this core aims to set a
boxes, then look no launch is to achieve and aesthetics in mind. new standard for the
further than the Lofts designer looks—with The Lofts collection flooring industry.
laminate collection by added durability—for is the latest in a series MSPC is fireproof,
Create Flooring. The both residential and of new introductions the waterproof and offers
company has taken the commercial company has brought to improved sound-
wraps off a new series applications. As such, market in 2021. Create absorption qualities. The
that offers a bevy of the Lofts collection is Flooring’s Maritime product is also
benefits—lifetime engineered to withstand collection features the environmentally friendly,
waterproof warranty, any moisture-related company’s magnesium making MSPC an easy
wide widths and accident without fail, stone polymer core choice for consumers.
GROWING THROUGH INNOVATION, CRAFTSMANSHIP
Create Flooring offers its customers forward-looking technology, exquisite workmanship
and outstanding extreme environmental protection standards as denoted by its
stringent certification curriculum and best-in-class customer service record. The
company houses 10 million square feet of flooring in its Calhoun, Ga., warehouse, and
recently added a second warehouse in Dallas. A third warehouse is planned for 2022.
Create Flooring has been growing its business—and its retailer base—for 12 years. The
company has roots in laminate, hardwood and WPC, but today about 75% of its
business is in the rigid core segment. It manufactures hardwood and even some SPC,
giving it a competitive advantage in pricing, design, quality control and turnaround time.
20 I August 30/September 6, 2021 fcnew s . netOUR PASSION IS NATURE AND PERFORMANCE
MSPC FLOORING SPC FLOORING
HARDWOOD FLOORING LAMINATE FLOORING
OVER 10 MILLION SQUARE FEET IN STOCK
createflooring.com • 877.425.9961
124 Industrial Blvd NE, Calhoun, GA. 30701StepWise products are This and that
hassle free and as easy
to clean as standard • Slip-resistant
tile. technology to
Daltile optimizes confidently step
this technology by anywhere
combining it with the
tile looks and sizes that • Built-in durability
are most popular in
today’s world, from • Patent-pending
wood and stone looks proprietary
to raw concrete visuals. technology embedded
Tile featuring StepWise in the glaze
technology is also
waterproof, free of • Easy cleanability
With StepWise, Daltile enables seamless design from the kitchen toxic chemicals, scratch
to outdoor settings such as pool decks and patios. resistant, stain proof • Made in the USA
and slip resistant.
From a home • Scratch resistant
design standpoint, slip
StepWise resistance is a
and stain proof
Achieving the optimal balance between significant attribute. • Enables seamless
Indoor to outdoor
slip resistance and cleanability design from the
cohesive style is a top kitchen to the patio,
Utilizing StepWise ideal flooring choice for surface that achieves trend for creating a making the outdoor
technology, Daltile bathrooms, kitchens, the optimal balance personal oasis. With space an extension of
offers myriad tile public spaces and even between slip StepWise, Daltile the home
collections that provide outdoor areas. resistance and enables seamless
50% more slip StepWise uses a cleanability. Unlike design from the kitchen
resistance than regular proprietary material competitor products to the patio, making the
tile, making these infused directly into the with surface outdoor space an
Daltile products the glaze, creating a enhancements, extension of the home.
SCRIPTER ALLOWS YOUR DESIGN
TO EXTEND OUTDOORS
Scripter, Daltile’s new product launching in early September, is a glazed porcelain
with StepWise technology. Scripter embarks on a storytelling design journey. This
neutral stone look comes in large-format sizes and an 8-inch hexagon floor tile.
Designed to complement the entire color palette, the 8-inch hexagon decorative
accent can be used on its own or combined with any of the four solid colors for a
unique design touch. The entire series features StepWise technology offering up
to 50% higher slip resistance, allowing a homeowner’s design to extend
outdoors. From beginning to end, Scripter conquers anyone’s design desires.
22 I August 30/September 6, 2021 fcnew s . netwaterproof SPC and
Finer points
WPC cores.
With collections Digital Print offers
featuring planks of 5, 7, improved clarity: 720
9 and 10 inches in dpi HD print
width, and tile from
6 x 36 to 18 x 36, there • Minimum to infinite
is something for every pattern repeats
room or space.
In 2021, TruCOR • Synchronized digital
introduced three new print textures
products to round out
the brand’s offering. • Proven scratch and
TruCOR Applause, abrasion resistance
made in the USA, is an
entry-level 4.7mm SPC • Eco friendly: Water-
with attached pad. based inks and 30%
TruCOR from The Dixie Group aims to replicate the look and feel of Applause features eight less PVC than some
wood and stone in 100% waterproof SPC and WPC cores. colors and boasts a alternatives
lifetime residential and
10-year commercial • TruBevel Click
TruCOR warranty. TruCOR Prime
XXL is among the
giving tile/stone
realistic grout visual
Leading the way in innovation and design widest and longest
WPC planks at 10 x 84. • Painted, four-sided
Launched in 2019, the consumer can trust that crowded market, Combined with TruCOR beveled edge
TruCOR brand brings to her TruCOR floor will not TruCOR looks to lead Prime XL, this XXL
market 15 collections in disappoint and will with design and product comes in 30 • Lifetime
both WPC and SPC provide many years of innovation. Whether a SKUs providing residential/15-year
construction. TruCOR enjoyment. residential or something for every commercial warranty
protects against TruCOR provides commercial installation, taste. Lastly, there is
moisture, excessive retailers, consumers TruCOR is perfectly at TruCOR 3DP, an • AC5 commercially
wear and tear and, most and end users with home. It replicates the innovative direct-digital- rated
importantly, is a features and benefits look and feel of wood print SPC in 16 on-trend
beautiful floor that that truly make it an and stone with striking SKUs featuring wood
performs. Today’s easy choice. In a authenticity in 100% and tile visuals.
TRUCOR 3DP…CLARITY, FLEXIBILITY, DURABILITY
TruCOR continues to lead with innovation and realistic, on-trend design. The TruCOR
3DP collection provides an innovative direct digital print onto an SPC substrate that is
waterproof, easy to install and maintain and, most importantly, stylish. Today’s
consumer can trust that her TruCOR 3DP floor will not disappoint. The 3DP print
technology creates higher clarity, more realistic textures, shades and tones to provide
more authentic visuals. Combined with the TruGlass finish that resists UV rays, an
impressive AC5 abrasion rating and TruBevel grout on tiles (along with micro-painted
beveled edges on planks) makes TruCOR 3DP the product of the future.
24 I August 30/September 6, 2021 fcnew s . netnatural colors are Features and
engrained directly on benefits
each plank.
Each distinguished • Natural aesthetic
grain looks and feels
like the grain from a • Waterproof
real plank without the
worry and maintenance • Evertuff coating
of actual wood. The AC4 rated
clarity in the visual is
two times that of • Ensignium is
Ensignium, the newest rigid core collection from Engineered Floors regular printed film.
Hard Surfaces, is the next step in premium hard surface flooring. suitable for
Protecting these wood residential and
prints is EF’s Evertuff commercial
coating, which is AC4 applications
Ensignium rated and suitable for
both residential and • Matte finish
Bringing the power of nature into the home commercial provides a more
applications. Evertuff natural look
Engineered Floors is collection from Ensignium’s low- has a matte finish to
well known in the Engineered Floors Hard repeat wood patterns give the product a • Low-repeat wood
flooring industry on the Surfaces, is the next are digitally printed more natural look than patterns are digitally
soft surface side. step in premium hard directly on each planks’ that of a glossy film. printed directly on
However, its recent surface flooring. rigid core. This low For natural beauty each planks’ rigid
arrival into the world of Ensignium aims to repeat allows for a coupled with raw core
hard surface looks to disrupt the industry’s much faster, easier toughness, look no
build upon its coequal rigid core installation. There is no further than
reputation for proven segment by offering a paper film covering the Engineered Floors Hard
performance and unique waterproof plank giving the illusion Surface. Ensignium
aesthetics. product with high of real wood, but rather brings the power of
Ensignium, the quality and natural the clean grains, nature into the interior
newest rigid core aesthetics. natural wood feel and home space.
3D PRINTING TECHNOLOGY IS AT THE CORE
State-of-the-art manufacturing is what makes Ensignium truly unique and
sets it apart from traditional SPC floors. Recent advancements in 3D printing
technology allows Engineered Floors Hard Surface to take high-definition
scans of real wood planks and deliver a “perfectly replicated product” with
up to 30 unique individual prints.
The company’s Evertuff coating also aids in the natural appearance of
Ensignium by leaving a much more muted finish on the surface of the floor
when compared to the glossy finishes of traditional wear layers.
26 I August 30/September 6, 2021 fcnew s . netYou can also read
