SPC flooring continue to drive category growth
What’s next the resilient flooring trend?
As the hottest segments within the resilient category continue to generate consumer interest and, naturally, sales, suppliers expect to develop new innovations to maintain that momentum. Case in point is the new resilient portfolio from Provenza Floors, which in the past has been known primarily for its expertise in hardwood flooring production. As it turns out, the company is utilizing its vast experience on the wood product development side to create extremely realistic vinyl flooring offerings.
“Many people have entered the LVP market, but what we are seeing is a repeat of patterns,” said Ron Sadri, principal owner. “What we decided to do, in order to differentiate ourselves in the market, is digitally scan our real hardwood flooring products and create our own resilient looks that are exclusive to Provenza. Specifically, we will be adding about 14 new SKUs—all long boards in primarily oak looks—to our Moda Living line of luxury vinyl planks.”
But the company is not stopping there. Provenza has also developed what it calls an engineered stone powder composite core product that features an LVT top layer. Highly dense and durable, but still affordable, the new line scored high marks in focus groups and dealer and distributor previews. “We are taking what we believe are the best visuals for consumers and designers that are price driven, and yet maintain turers entering the category, existing resilient suppliers are competing with new introductions. “While not technically an LVT product, the introduction of CLEO is a perfect example of innovation in hard surface that has been met with incredible enthusiasm,” Congoleum’s Denman said. “It is different in every way and is set to be a game changer for the industry. CLEO is a first-in-class, ecoforward construction that is entirely PVC free and features a mineral composite core that is 85% domestically sourced limestone coupled with solvent-free, high-fidelity digital imaging and a high-performance, ultra-clear, VOCfree top coat.” Most resilient manufacturers see the success of LVT flooring, WPC flooring and SPC flooringcontinuing well into 2019. Novalis’ Ehrlich sees sales for these products continuing to rise as more displays are placed in showrooms and as more consumers begin to share the benefits of resilient flooring. “More retail and commercial segments are embracing the category, so we see a very bright forecast for the remainder of 2018 and 2019,” he stated. the same integrity and quality for which Provenza is known,” Sadri stated.
In addition to more manufacturers entering the category, existing resilient suppliers are competing with new introductions. “While not technically an LVT product, the introduction of CLEO is a perfect example of innovation in hard surface that has been met with incredible enthusiasm,” Congoleum’s Denman said. “It is different in every way and is set to be a game changer for the industry. CLEO is a first-in-class, eco-forward construction that is entirely PVC free and features a mineral composite core that is 85% domestically sourced limestone coupled with solvent-free, high-fidelity digital imaging and a high-performance, ultra-clear, VOC-free top coat.”
Most resilient manufacturers see the success of LVT flooring, WPC flooring and SPC flooring continuing well into 2019. Novalis’ Ehrlich sees sales for these products continuing to rise as more displays are placed in showrooms and as more consumers begin to share the benefits of resilient flooring. “More retail and commercial segments are embracing the category, so we see a very bright forecast for the remainder of 2018 and 2019,” he stated.
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