The resilient flooring sector has emerged as the leading segment in the flooring industry. It surpassed the carpet category in revenue for the first time in 2022, a notable achievement with a $1.3 billion sales difference. Within this category, the rigid core subsegment alone outpaced carpet sales by $10 million in the same year, a clear sign of Innovation Trends.
Looking ahead, the upcoming year will bring many uncertainties and challenges due to it being an election year.
Moreover, such years are characterized by fluctuations and unpredictability in various markets.
Additionally, rising interest rates and mortgage rates will likely curb consumer spending and investment decisions.
Consequently, this could pose difficulties for the resilient flooring category as it navigates these economic conditions, Innovation Trends.
Laminate flooring’s resurgence at TISE 2024 earned it the comeback kid label.
Additionally, many manufacturers in resilient flooring are exploring laminate opportunities, launching new products alongside SPC and WPC.
Nevertheless, the SPC segment has faced challenges last year, including U.S. Customs detentions and quality-control concerns harming retail.
These Innovation Trends guide decisions across suppliers.
Seth Arnold, vice president of residential marketing for hard surfaces at Mohawk, commented on the current landscape.
Moreover, he acknowledged immense pressure facing traditional resilient flooring formulations, driven by Innovation Trends in the market.
Arnold emphasized that the resilient flooring segment is substantial and poised for continued growth.
The segment must remain innovative to fend off competition.
Most suppliers in the resilient flooring market share a consensus that the first half of the upcoming year may present challenges, but they anticipate that the latter half will bring solutions to some of the stagnation currently being experienced. Dick Quinlan, the vice president of sales and marketing at Wellmade, indicated that he expects the market to be relatively flat or possibly even decline slightly. He noted that many industry contacts have reported a downturn of approximately 15% in SPC sales as they entered the first quarter of the year, suggesting a cautious outlook for the immediate future.Several suppliers in the resilient flooring industry have expressed similar concerns regarding the economic landscape as they look ahead to the upcoming year. Factors such as fluctuating interest rates, ongoing geopolitical tensions, and the impending November elections are contributing to a sense of uncertainty that many businesses are grappling with. Yon Hinkle, who serves as the Vice President of Product Management for Resilient at AHF Products, shared his perspective on the situation, indicating that he anticipates a challenging first half of the year. He mentioned, “I think it’s going to be a tough first half of the year.” However, he also conveyed a sense of optimism for the latter part of the year, acknowledging that the looming election still casts a shadow of unpredictability over the market. In light of these challenges, Hinkle emphasized that AHF Products is committed to making strategic investments that they believe will yield positive results by the end of 2024 or into 2025. He expressed confidence in their ability to navigate this uncertain period effectively.
Similarly, Mannington has also articulated its plans to continue investing in its operations despite the hurdles that lie ahead. David Sheehan, the Senior Vice President of Residential Product at Mannington, commented on the current state of the Luxury Vinyl Tile (LVT) category, predicting that it may experience a decline once again, mirroring the trends observed in 2023. He pointed out that there is still significant pricing activity occurring within the market, which he believes will likely lead to a decrease in dollar sales, although unit sales may remain stable. Despite these anticipated challenges, Sheehan affirmed Mannington’s intention to adopt a proactive approach, stating, “We intend, despite all that, to go on the offensive.” This indicates a determination to not only withstand the difficulties but to actively seek opportunities for growth and advancement in the face of adversity.
Purchasing Decisions with More Confidence
As we approach the year 2024, there have been some uncertainties expressed by various suppliers in the resilient flooring industry. However, the recent trade show appears to have alleviated many of these concerns. A significant question on everyone’s mind was whether the distribution and retail sectors would come together in Las Vegas and demonstrate their willingness to invest in new products. The outcome of this inquiry was overwhelmingly positive, with a clear indication that attendees were indeed ready to spend.
One of the notable advantages of hosting a sales event is the immediate feedback it provides to exhibitors. According to Sheehan from Mannington, the atmosphere at the show has been encouraging, suggesting that retailers are feeling optimistic about their purchasing decisions. Many of them are even confident enough to commit to pre-purchasing inventory, which is a promising sign for the industry’s future.
Additionally, the trade show itself appeared to thrive this year, featuring a greater number of vendors showcasing their products and an increase in attendees eager to engage with what’s available. Hinkle from AHF noted the presence of numerous new booths that had not been seen in previous years, highlighting the dynamic nature of the event. The energy has been palpable since the beginning of the show, indicating a strong level of engagement among participants. Despite the ongoing discussions surrounding economic challenges, many attendees seem to be adopting a proactive mindset, expressing optimism that they will navigate through any difficulties. There is a collective sentiment that 2024 holds promise, and stakeholders are determined to make the most of the opportunities that lie ahead.
Flooring that is Free from PVC and made from Recycled Materials
In flooring, the primary focus has always been on style and design.
Moreover, Innovation Trends show a significant movement among today’s consumers toward sustainability.
This shift toward eco-friendliness has been featured in new resilient flooring products shown at recent industry events.
It is especially noted when discussing rigid core flooring options, which can be hard to innovate sustainably.
As noted by Mohawk’s representative, Arnold, there is a noticeable change in consumer demographics, coupled with an increasing demand for ethical purchasing practices. Many consumers now expect brands to advocate for meaningful causes and take a stand on important issues. Historically, the flooring industry has struggled to provide solutions that cater to this growing market for sustainable products. In response, Mohawk is revolutionizing its approach to resilient flooring by introducing PureTech—a product that serves as an environmentally friendly alternative to traditional flooring formulations currently available on the market.
Mohawk’s PureTech stands out due to its PVC-free waterproof construction, which incorporates 70% recycled materials and boasts an 80% organic, renewable core. This innovative product not only addresses consumer concerns about sustainability but also aligns with the broader industry movement towards more responsible manufacturing practices.
In addition to Mohawk, AHF Products has introduced its Ingenious Plank, which it describes as a hybrid resilient flooring option available across several of its brands, including Armstrong Flooring, Bruce, and Robbins. Ingenious Plank is marketed as a PVC-free substitute for conventional Stone Plastic Composite (SPC) flooring. Retailers are well aware that while SPC products dominate showrooms, many do not perform as expected. Hinkle from AHF emphasized the need for alternatives that occupy less space yet offer compelling advantages and remain competitively priced. The Ingenious Plank line features a fully waterproof construction and is designed to resist indentations, scratches, and stains, all backed by a lifetime limited warranty and a 10-year warranty for light commercial use.
Nox is another key player in the sustainability arena, offering a comprehensive range of bio-based and recyclable products. Their Circular IVP system claims to produce some of the most sustainable Luxury Vinyl Tile (LVT) flooring available, with over 90% of essential materials transformed into carbon-reducing substances. Additionally, their Bio-Circular Balanced PVC technology reportedly lowers carbon emissions by 114%. Nox’s manufacturing process is designed to reduce energy consumption and waste, while also minimizing resource usage during installation and maintenance through innovative product designs. Some of their notable offerings include EcoClick, a click flooring solution, and EcoLay, a loose lay LVT option. At this year’s event, Nox received the Best of Surfaces award in the Sustainability/Disruption category, highlighting its commitment to eco-friendly practices.
Additionally, Benchwick advances sustainability with its Blue 11 line, featuring a core made from 80% recycled plastic from oceans.
Unlike traditional SPC floors that rely on oil-derived materials or virgin PVC, Blue 11 offers a more sustainable alternative.
It avoids methods that depend heavily on petroleum resources.
This shift aligns with Innovation Trends, representing a significant step forward in creating flooring solutions that meet aesthetic demands.
It also contributes positively to environmental conservation efforts.
Enhanced SPC Flooring Demands
While hybrid flooring options are currently trending in the market, the resilient flooring segment continues to thrive due to its emphasis on aesthetics and innovative design, particularly within its robust SPC (Stone Plastic Composite) subcategory. This focus is precisely what many manufacturers have chosen to prioritize as they prepare for the upcoming year of 2024. In fact, a significant number of these suppliers are addressing the prevalent concerns surrounding the quality of SPC products directly, proudly introducing thicker boards that promise enhanced durability, superior quality, and stylish color palettes that align with current design trends.
For instance, Karndean has made a concerted effort to elevate its offerings at TISE 2024, adopting the theme “Better by Design.” This initiative reflects their commitment to providing an improved product lineup for their partners in the industry. Jenne Ross, the product director at Karndean, expressed her enthusiasm for the year ahead, stating, “We are incredibly excited about 2024; it marks the highest number of new products we have ever launched in a single year.” She elaborated on how the company began laying out a strategic plan for product development back in 2019, which involved streamlining their overall portfolio while also expanding their dual format offerings. The introduction of the Art Select line this year symbolizes the culmination of a five-year journey aligned with their business objectives, showcasing a significant revamp that has been years in the making.
Set to debut in May 2024, the new designs under the Art Select collection will boast over 45 different wood and stone appearances, available in a wide array of colors and tones. Each piece is crafted with a premium 30-mil wear layer, ensuring longevity and resilience. Furthermore, all designs will now be offered in both glue-down formats and, excitingly, a newly introduced rigid core option. The inspiration behind Karndean’s designs is drawn from diverse sources around the globe, including lush forests, lumberyards, and remote mountain quarries, with some materials being exclusive to Karndean itself.
Similarly, MSI has established a reputation for staying attuned to the latest design trends across various categories, and this remains true as they move into 2024. Manny Llerena, the director of sales and marketing, highlighted several key design trends that have influenced the company’s new product launches for the year. He noted that warm tones are currently experiencing a surge in popularity among consumers, with lighter shades like blondes reaching peak demand. Additionally, there is a continued preference for wider, longer planks, reflecting a trend toward larger formats in flooring options. This keen awareness of consumer preferences positions MSI well to cater to the evolving tastes of the market.Certainly! In the realm of SPC (Stone Plastic Composite), the company made a significant announcement by introducing two new product lines: Laurel and Laurel Reserve. These offerings come with fresh color options in both their Cyrus and Andover collections, reflecting the evolving preferences of consumers. Notably, for the Laurel line, the company decided to break away from the conventional 7 x 48 size that has been standard in the industry. Instead, they opted for a wider 9-inch format. The rationale behind this choice is rooted in the trend observed in high-end wood flooring, which typically starts at widths of 9 or 10 inches, as explained by Llerena. Additionally, this new line stands out by providing a dent warranty, a feature that is quite rare within the SPC category, thereby enhancing its appeal.
Cali, another prominent player in the flooring market, has not only broadened its product range for retail partners—now including SPC, WPC (Wood Plastic Composite), hardwood, and laminate—but has also enriched its color palette. Doug Jackson, the president of Cali, expressed enthusiasm about the positive reception to the company’s more diversified offerings. He emphasized that the SPC market is highly competitive, which is why Cali places a strong emphasis on color variety. As one of the few suppliers focused on color and design on the West Coast, Cali aims to infuse a distinctive coastal aesthetic into its SPC products. This unique visual identity helps set them apart in a marketplace often characterized by uniformity, ultimately allowing their customers to achieve better profit margins.
In addition to expanding their product offerings, the company introduced a new merchandising display designed to embody the California lifestyle. This display effectively showcases each flooring category available to consumers, making it easier for them to explore the various options.
Meanwhile, Mohawk has also entered the style and design arena with the launch of its SolidTech Premier featuring Signature HDX. This product is being positioned as a groundbreaking innovation within the industry, referred to as the “next diamond.” According to Arnold, a key figure at Mohawk, the primary goal is to help consumers create the most aesthetically pleasing spaces possible. He noted that beauty serves as the main driving force behind consumer choices, influencing both the beginning and end of their purchasing journey. The resilient flooring revolution prompted the company to strive for excellence in beauty, pushing boundaries to develop the most visually stunning and realistic resilient flooring available.
SolidTech Premier with Signature HDX boasts an impressive lineup of 14 stock-keeping units (SKUs) that highlight popular oak styles, offering a mix of rustic and clean visuals, along with true white designs that are currently absent from the market. This innovative product was recognized with the Best of Surfaces award in the Style & Design category this year, underscoring its impact and appeal in the flooring industry.Wellmade is dedicated to enhancing the aesthetic appeal of its products in the market. The company is actively working on integrating Enhanced Image Registration (EIR) and innovative bevel technology into its domestic manufacturing processes. According to Quinlan, this marks a significant milestone as they are introducing EIR production capabilities in the United States for the very first time. He emphasized that the visual quality of their products will continue to improve dramatically, reaching a point where the appearance of their SPC (Stone Plastic Composite) flooring will be indistinguishable from that of authentic materials such as wood or ceramic. This advancement in visual fidelity is expected to further entice consumers towards choosing SPC flooring options.
In a similar vein, Engineered Floors has introduced its PureGrain High-Def direct digital print line of SPC flooring, which boasts an impressive selection of 35 distinct plank designs. Joe Young, who serves as the vice president of residential product development, expressed confidence that the PureGrain High-Def line has the potential to revolutionize the market, much like how COREtec transformed the WPC (Wood Plastic Composite) segment. Notably, this new product line is manufactured domestically, ensuring quality control and supporting local industry. Looking ahead, there are plans for six different collections of PureGrain to be available for shipment to retailers by the year 2024, indicating a strong commitment to expanding their offerings and meeting consumer demand in the coming years.
WPC Flooring Returns to Prominence.
Wood Plastic Composite (WPC) is experiencing a resurgence in popularity within the resilient flooring market. Many suppliers are reporting that WPC offers superior performance compared to its counterpart, Stone Plastic Composite (SPC), which has faced various quality issues in real-world applications. This renewed interest in WPC can be attributed to its enhanced durability and aesthetic appeal, making it an attractive option for both consumers and retailers.
For instance, Tarkett Home recently introduced its inaugural WPC product line named EverGen. According to industry expert Surratt, there is a belief that WPC will continue to gain momentum in the market. He pointed out that the flooring sector has seen an oversaturation of SPC products, some of which have been driven by aggressive pricing strategies that ultimately tarnished the reputation of the entire category. In contrast, WPC allows for deeper embossing, which contributes to a more authentic wood-like appearance, enhancing its visual appeal.
The EverGen line features an impressive selection of 20 wood visuals, all presented in spacious dimensions of 9 x 60 inches and 9 x 72 inches. Additionally, it includes 10 stone visuals that incorporate the company’s innovative bevel technology, further elevating the design possibilities.
Stanton, another key player in the flooring industry, made its entry into the WPC market at a recent trade show with the unveiling of its Stanton Decorative Waterproof Flooring Select line. This new branding complements its existing DWF line of SPC products while providing retailers with the choice of a WPC construction option. Stanton is rapidly expanding its portfolio across various hard surface flooring categories; they also launched a comprehensive laminate line at the same event and are venturing into the ceramic tile market, with plans to introduce hardwood options in the near future. Christine Zampaglione, the senior marketing director, emphasized the company’s commitment to being a significant player in both soft and hard surface flooring, stating their aggressive pursuit of WPC opportunities.
Under the Stanton brand, twelve Stock Keeping Units (SKUs) will be available, alongside another twelve SKUs under the Floors 2000 label. It’s noteworthy that Stanton acquired Floors 2000, a Florida-based supplier specializing in luxury vinyl plank (LVP) and porcelain tile, in 2022, further solidifying its presence in the market.
Jamann Stepp, senior vice president of hard surface, echoed the sentiment that WPC is a logical choice for the company, noting that it was the original catalyst for the current trend in resilient flooring. He expressed a desire to diversify their collections, highlighting how WPC positions them uniquely within the industry. This strategic move not only enhances their product offerings but also helps them cater to a broader range of consumer preferences and needs.Lions Floor is rapidly establishing itself as a significant player in the flooring industry, making remarkable strides across all categories of hard surface products. A notable highlight from their recent showcase was the introduction of their first Wood Plastic Composite (WPC) flooring, which signifies an important milestone for the company. Among the new offerings, two standout products are Seaside Summit and Canyon Coast, both of which utilize WPC construction techniques.
Canyon Coast features boards that measure 9 inches by 72 inches and boasts a robust 30-mil wear layer, along with enhanced Embossed In Register (EIR) texturing and a distinctive pressed edge design. This attention to detail not only enhances the aesthetic appeal but also contributes to the durability of the product. On the other hand, Seaside Summit presents a slightly wider profile at 9.5 inches and extends to 84 inches in length, incorporating a stylish painted bevel that adds to its visual charm.
According to Jerry Guo, the president of Lions Floor, there has been a noticeable shift in customer preferences, with consumers placing greater emphasis on the quality of flooring products. He explained that while WPC flooring incorporates many of the beneficial characteristics associated with Stone Plastic Composite (SPC), it also allows for the production of thicker boards. This added thickness meets the evolving demands of customers who seek more substantial and durable flooring options.
Looking ahead, Lions Floor is poised for significant expansion throughout the United States in 2024. This ambitious growth plan is expected to yield positive outcomes for their retail partners, as the company aims to adopt a proactive and aggressive strategy to penetrate new markets and enhance its presence nationwide. Guo’s vision for the future indicates a commitment to not only meeting but exceeding customer expectations, thereby solidifying Lions Floor’s reputation as a leader in the flooring sector.
Increasing Tile Design Variances
At the TISE 2024 event, the trend of tile aesthetics in resilient flooring gained significant attention, but only a handful of brands managed to execute it exceptionally well. One standout was Novalis, which showcased its innovative Cellini Collection that incorporates Unilin’s FlinTile Technology. This new system represents a groutable rigid core flooring option that mimics the appearance of porcelain tiles. Kimberly Hill, who serves as the director of marketing and creative design at Novalis, noted that tiles have consistently remained fashionable in various forms over time. She emphasized that there is currently a notable trend towards luxury styles in tile designs. The motivation behind launching this collection stems from the belief that consumers desire the best of both worlds: the aesthetic appeal of natural grouted stone without the hassle and mess associated with traditional installation methods. Additionally, she highlighted that their product offers a more comfortable and warmer feel underfoot compared to conventional tiles.
On the other hand, Mannington faced significant challenges when U.S. Customs began detaining vinyl flooring products in 2023, which impacted their operations. However, they made a strong comeback this year by reintroducing some of their major product lines that are now accessible to retailers. Among these are the popular Preservation and Coventry collections. Furthermore, Mannington also revived its Simple Stairs line for 2024, which features matching stair treads designed to complement all plank visuals using the same material as the flooring itself. Yet, perhaps the most impressive highlight from Mannington was their introduction of new products featuring TumbledEdge technology. This innovation marks a significant advancement in Mannington’s bevel evolution, providing the visual appeal of grouted tile while utilizing a vinyl construction. Their NatureForm Glaze surface technology further enhances the product by giving it a texture akin to that of real tile, representing an unprecedented milestone within this category. Terry Marchetta, the vice president of residential styling at Mannington, expressed the company’s commitment to meaningful innovation—innovation that resonates with consumers. She articulated a clear goal: to create products that not only look authentic but also provide the tactile experience of genuine materials, which is precisely what Mannington aims to achieve with their latest offerings.