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Engineered Floors enters hard surface arena

June 11/18, 2018: Volume 33, Issue 26

By Reginald Tucker

 

Engineered Floors, the country’s third-largest carpet manufacturer, is looking to make a big splash in the hard surface arena with the launch of a pair of waterproof flooring collections—Revotec and Triumph.

Revotec is billed as a revolutionary, patented floating floor technology designed to mimic ceramic tile or stone. The line features an embedded, realistic-looking grout line but does not require backer boards, thin-set, separators or wet saws to install.

“It is warm to the touch, the grout line is stain resistant and it is quiet underfoot due to an acoustical attached underlayment,” said Ana Torrence, hard surface category manager. “And when trends change, it is easy to uninstall and replace with a new color.”

Triumph, the second collection in the new launch, offers an array of wood visuals on a high-density, rigid core. The waterproof offering touts high dimensional stability and is engineered to provide resistance to indentation and scratching. The product comes in several sizes and multi-width/length planks—6 x 48, 7 x 48 and 9 x 72—and features high-definition visuals reflecting the latest color trends.

Triumph consists of 42 SKUs, while Revotec will initially be available in 12 trendy visuals.

“Triumph is the perfect choice not only in performance but design as well,” Torrence said.

In support of the launch, Engineered Floors has developed stacker displays, which are currently shipping to retailers. In addition, the company is currently working on point-of-purchase materials, according to Torrence.

While suggested retail price points were not provided, early indications are the new collections will incorporate a good/better/best-selling strategy.