Dalton—EF Contract updated its modular Artisan Collection to highlight the artistry of hand-weaving. The collection captures an abstract vision of yarns laid over a loom and features seven new hues for the original Artisan pattern. It also offers vibrant, high-contrast editions for Artisan Accent with highlighted color woven throughout.
“We refined the palette by adding lighter tones with warmer neutrals and a new blue,” said Laura Holzer, director of design. “We also added accent colors from gold to sage green to crisp blue across each colorway to create Artisan Accent. The work reflects how a painter layers color through a piece.”
Both patterns come in 24 x 24 tiles and use 100% Encore SD Ultima Nylon. All seven colors in each pattern are available through EF Contract’s Quickship program with delivery in 10 business days or less for orders up to 1,500 square yards on standard backing systems.
The line coordinates across EF Contract’s broadloom, LVT and Kinetex platforms to give designers flexibility when creating expressive and distinctive spaces.
“Our best promotion was our annual private sale. Customers love to feel like they’re getting the ‘best deal of the year.’ We explored new marketing strategies, including text messaging, and it returned an impressive amount of engagement from our customer base.”
—Matt Wien
Marshall Flooring
Mayfield Heights, Ohio
“Our greatest promotion came after being voted No. 1 in the flooring category in our area. We did a great job promoting the win in local news media, our social media and the community groups we belong to. We also sent a note thanking the community for their votes and support. Many people said they wanted to work with the best.”
—Carlton Billingsley
Floors and More
Benton, Ark.
“We have a Made in America sale every year that is always successful. We take $0.50 off a square foot of hard and soft surface products. I partner with my manufacturers to split the discount with me and promote it using my social media platforms, Google Ads and in-store advertising. We use our co-op funds to help offset the advertising costs.”
—Typhannie Harker
Carpeting by Mike
Somerset, Wis.
“We remodeled and moved into a new building June 1. We celebrated with a re-grand opening sale, which was the most successful promotion of the year. We hammered social media with reels and ads, had giveaways, drawings, great sale prices and a food truck here.”
—Jeremy Wirges
3 Kings CarpetsPlus ColorTile
Fort Wayne, Ind.
“Our best in-store promotion is our National Karastan Month sale. Both May and October this year were our top-selling months aiding in the overall position of our store during an economic downturn.”
Dallas, Texas—Marazzi introduced Curation, a new collection that merges brick and terrazzo into a bold, style-driven assortment made in the United States. The line pairs personality-forward terrazzo visuals with multiple sizes, finishes and performance-driven features.
“Curation is a perfect match for the trend toward bold and playful design in the industry,” said Shelly Halbert, director of product design for Dal-Tile, parent company of Marazzi. “This collection offers a unique duality. It has a sleek brick style that leans into refined simplicity and a terrazzo design that adds visual interest with a retro twist. This fusion invites expressive design and makes bold statements grounded in classic texture and enduring style.”
Large format sizes highlight the multicolored aggregate details of the terrazzo-look tiles. They also align with modern design preferences for expansive surfaces. The matte and polished ColorBody porcelain options come in 24 x 48, 24 x 24 and 12 x 24 formats. A glazed porcelain 2¼ x 9½ mid-century brick-look tile rounds out the assortment. U.S. facilities produce all large format pieces.
Curation mosaics extend the terrazzo story and include a matte 2 x 2 option and a polished 3-inch hexagon. Coordinating trim in matte and polished finishes completes the system.
“This collection is a bold nod to the past, with brick bringing the warmth and terrazzo adding the flair,” Halbert said. “Together the two styles create a mid-century tone that feels fresh, fun and full of personality. Curation has four beautiful shades with a dynamic design that elevates residential and commercial spaces through natural character.”
The collection suits a wide range of indoor applications in residential and commercial spaces. It may be used on walls, backsplashes, countertops, floors, shower floors and pool linings. Curation is waterproof, stainproof, dentproof, scratch-resistant, fire-resistant, freeze/thaw-resistant and easy to clean. The matte finish also features added slip resistance.
“Marazzi is proud to highlight our collections made in the United States,” said Scott Maslowski, executive vice president of sales and sales operations. “The large format options of Curation are crafted by dedicated American workers in one of our nine U.S. manufacturing facilities. We remain committed to being your reliable domestic source for tariff-free products, including the striking Curation collection.”
In a market crowded with waterproof claims, the upper end of the category is where the real story is unfolding. Premium waterproof flooring—spanning rigid core, laminate and hybrid constructions—continues to gain traction with consumers seeking elevated design, long-term durability and low-maintenance performance.
For independent flooring retailers, the shift toward better goods is proving especially meaningful. Higher price points, stronger margins and fewer callbacks are creating real business opportunity. Suppliers continue to push the boundaries on realism, stability and sustainability. As a result, the upper end of waterproof flooring is becoming one of the most influential drivers of hard surface growth.
AHF Products:Densified Wood
Densified Wood, including Robbins Timber Legends, exclusively from AHF Products, is its latest innovation in engineered wood floors. Made from 100% natural hardwood subjected to intense heat and pressure rather than treated with chemicals or additives and delivers waterproof protection. Timber Legends is extremely durable, scratch resistant and offers species from pine to maple, with many rich color options from which to choose.
BHW Floors:Waterfront
The popular Waterfront collection from BHW Floors is 100% waterproof and offers a 50-year residential warranty and a 15-year light commercial warranty. Built to perform, the product features a premium AC4 wear layer for added durability and includes a 2mm attached IXPE pad for sound dampening. The high-performance, worry-free floor is designed to appeal to homeowners and builders alike.
COREtec:Originals
COREtec continues to support retailers and homeowners looking for a waterproof solution that delivers style, simple installation and easy maintenance. Built for real life and busy households, the Originals collection was designed to provide a softer, warmer and quieter alternative to many rigid core options on the market. A durable multi-layer construction resists stains and surface wear while an intuitive angle-tap system makes installation simple.
Classen:Hybrid
At the core of Classen’s newest hybrid flooring innovation lies a high-density, water-resistant HDF board. Classen Hybrid provides maximum dimensional stability—even in moisture-prone areas like kitchens or basements. An ultra-soft polypropylene top layer enhances the tactile experience with a smooth, matte surface that is designed to feel as authentic as it looks, while the PVC-free construction supports healthier homes and a cleaner planet.
Engineered Floors:PureGrain HIGH-DEF
PureGrain High-Def technology aims to change the way consumers perceive and experience flooring by capturing the intricate details, the subtle textures and the authentic depth of natural materials with expert clarity. This level of realism, coupled with the durability and performance its engineered products offer, aims to set new standards for what’s possible in hard surface flooring. More importantly, all PureGrain products are 100% sourced and manufactured in America.
HF Design: AquaProof
AquaProof features an enhanced, water-repellent bevel and environmentally friendly, PVC-free, low-swell fiber core. These features combine to form a product that’s extremely resistant to moisture. Planks, which measure 7.7-inches-wide x 60-inches-long, come in a 10mm format, including a 2mm premium foam padding. A longer/wider option is available in AquaProof XL, which boasts a 9.3-inch-wide x 72-inch-long footprint.
Mohawk:SolidTech
Mohawk’s new SolidTech line features a broad assortment that spans from entry level to premium options, all designed for durability and ease of maintenance. The product includes patented technologies such as WetProtect and Uniclic locking systems. Since its inception, Mohawk has expanded the offering with SolidTech R, a next-generation SPC recycled single-use plastics and natural stone—sans PVC—with each square foot containing the equivalent of 20 recycled water bottles.
Titan:Essentials
Essentials is a premium WPC collection engineered for lasting waterproof performance, featuring a spacious 9 x 60 plank, a strong 22-mil wear layer and an 8mm total thickness. Its elevated embossed-in-register visuals and comfortable underfoot feel are designed to bring refined style and everyday practicality to any room. Built for real life, it stays resilient through daily wear and the inevitable spills that happen along the way.
MSI:Wayne Parc Reserve
This waterproof WPC core construction ensures long-lasting performance and a softer, warmer feel underfoot. The line features 9 x 72 UltraMatte planks with 12mm total thickness and pressed natural bevels, delivering a refined, elongated wood-look aesthetic. Realistic grain-aligned embossed-in-register (EIR) texture mimics the authentic look and feel of hardwood. The 30-mil CrystaLux Ultra protection layer provides exceptional resistance to scratches, spills and everyday wear. Attached 100% natural cork backing offers enhanced sound absorption and comfort.
Southwind:Revive
Southwind Floors’ waterproof laminate collection was designed to meet spills, pets and high-traffic areas head-on. Leading the lineup are Resurge and Revive, two high-performance laminate collections designed for active households and light commercial spaces. Resurge offers 7.5-inch-wide planks that are 10mm thick and have a lacquer bevel edge and attached IXPE pad, while Revive ups the ante with 12mm thickness, wide 9-inch-wide planks, embossed-in-register texture and a pressed bevel edge for a realistic hardwood appeal.
USMills:EcoDense
EcoDense is a new generation of wood-based flooring that’s waterproof, durable and sustainable. It delivers the performance of modern hybrids through an eco-friendly wood construction. The product uses a dense wood core made from 94% renewable materials. Unlike vinyl flooring, it contains no PVC and no added formaldehyde. It offers a safer, more sustainable option for homes that prioritize wellness and performance.
Ultimate Floors:Aqua Amor Tech
Ultimate Floors is looking to raise the stakes with its top-selling Aqua Armor Tech waterproof laminate line. This next-gen laminate line features epoxy resin, Quadruple moisture-waxed edge protection and the latest super high-density HDF coreboard design for optimal performance and peace of mind for the consumer. Aqua Armor was designed to provide 300 hours of protection from moisture, spills and other accidents.
TrueTouch Floors:MonoTech
MonoTech—the monolithic waterproof real wood flooring innovation from TrueTouch Floors—offers durability and sophistication. It combines authentic wood with advanced waterproof technology. The product is made through a proprietary process that fuses natural wood and oils under heat and pressure. The result is a monolithic plank free from harmful substances.
Atlanta—Three LX Hausys America products were selected as 2025 Product Innovation Award winners by Architectural Products, i+s (Interiors + Sources) and BUILDINGS magazines. The programs honor commercial interior and building products introduced between Dec. 1, 2022 and Dec. 1, 2025. Industry professionals judged the entries and recognized products that advance creativity, performance and impact in the built environment.
“These awards are a testament to our design, R&D and product development teams,” said Mike Morici, vice president of surfaces and channel management at LX Hausys. “They also underscore LX Hausys’ rich history of product design and highlight our commitment to material innovation, aesthetic excellence and performance-driven solutions that support the needs of architects, designers and building professionals.”
The winners
HIMACS Calacatta Albero received a 2025 Product Innovation Award from BUILDINGS. It works well for kitchen backsplashes, islands, bathroom vanities, tub surrounds and wall applications. It also ranks among the first Calacatta designs produced at the company’s Adairsville, Ga., facility. Additionally, it is one of the first to feature both wide and thin veining.
HIMACS Calacatta Costa received a 2025 Product Innovation Award from Architectural Products. As a solid surface, it works well for backsplashes, islands, bathroom vanities, shower walls and tub surrounds. Like Albero, it ranks among the first Calacatta designs produced at the Adairsville facility. It is also among the first to incorporate both wide and thin veining.
VIATERA Taj Duna was named a 2025 Product Innovation Award winner by i+s. It is part of the Quartzite Collection and offers the appearance of natural stone with the durability of a solid surface. Taj Duna is made with NeoQ, the company’s low-silica quartz formulation that uses up to 90% recycled materials. It also features TrueView technology, which enhances clarity and depth and Thru Vein technology, which carries the pattern through the face and edges of the slab. Only two VIATERA colors feature both technologies.
Cranbury, N.J.—Rugs USA, a leading e-commerce retailer and supplier of area rugs, has introduced the Elevated Solids Collection.
The new collection is an assortment of solid rugs designed for modern and classic interiors. The line features tonal variation and subtle texture that allow each piece to layer easily into any space.
Handcrafted in India, the hand-tufted wool and wool-cotton Elevated Solids rugs come in a range of colorways that include earth-toned neutrals, deep hues and simple monochromatic patterns. The collection brings together the brand’s top-selling solids—such as the Crosby and Hollis rugs from the Nate Berkus collection—along with other new designs.
Carmeon Hamilton, host of HGTV’s Reno My Rental and winner of the first season of HGTV Design Star: Next Gen, brings her signature style to this exclusive collection available only through Rugs USA.
The collection features 21 handcrafted designs made from natural fibers such as wool and cotton. Each rug is available in multiple sizes and crafted using a mix of hand-tufted, flatweave and hand-hooked constructions. Several designs include both loop and cut pile to add depth and texture.
Each rug reflects Carmeon’s blend of Southern warmth and bold, expressive style. From woven stripes to dimensional patterns, every design plays with depth, movement and texture. The palette includes earthy neutrals, lush greens and rich accents.
After another challenging year, the U.S. ceramic tile market is closing out 2025 with continued contraction and uneven momentum across key segments. A mix of economic pressures—high mortgage rates, tariff volatility and wavering consumer confidence—continued to suppress demand in both new residential and residential remodel. At the same time, commercial work remained comparatively stable, offering one of the few bright spots in an otherwise difficult landscape.
According to Andrew Whitmire, trade data analyst at the Tile Council of North America (TCNA), U.S. ceramic tile consumption reached 1.58 billion square feet through July 2025, down 1% from the same period last year. At the current pace, the category is on track to finish 2025 at roughly 2.67 billion square feet, which would mark the industry’s lowest level since 2014.
Suppliers and industry associations told FCNews that while the category is strained, it is also adapting. Companies are reevaluating sourcing, investing in training, leaning on domestic production where possible and doubling down on design and technology to counter mounting pressure from alternatives.
Economics hit hardest
Industry leaders point to a combination of key economic forces holding tile back. Not least of which is the struggling housing market.
As Jim Parello, executive vice president at Emser Tile, put it, “First, tariffs and global supply chain costs continue to inflate the base cost of goods. Second, persistent economic uncertainty makes builders, remodelers and distributors more cautious in their purchasing and forecasting. And third, higher overall labor costs place additional pressure on project budgets. These factors combined create a more competitive environment.”
The housing market was the biggest factor in the ceramic tile market contraction in 2025. It failed to recover the momentum suppliers were expecting. New residential construction—both single-family and multifamily—slowed sharply, while residential remodel remained muted throughout the year. “Housing has definitely slowed as we worked our way through 2025,” said Scott Maslowski, executive vice president of SSC sales and operations at Dal-Tile. “Interest rates did not come down as anticipated until late this year. That was a little bit of a disappointment for all of us. A big part of the volume decrease was the slow down—primarily in new home construction, both single-family and multifamily. And then you also had residential remodel uncertainty; a lot of consumers stayed on the sidelines.”
MSI’s Cementique
Raj Shah, CEO of MSI, echoed those observations, saying: “The slowdown in both new residential and residential remodeling projects is having a significant impact on the ceramic tile market in 2025. High mortgage rates and home prices are impacting on the resale market, as well as incremental tariffs are creating uncertainty in the market.”
However, there remains some optimism. Emser’s Parello noted, “Despite these challenges, construction and renovation activity has remained steady, and we’re still seeing consistent demand for tile across residential and commercial segments. What has changed is customers are more cautious, timelines are either tighter or more fluid and suppliers, including contractors, are expected to help bridge rising costs to keep projects moving forward.”
Mortgage rate impact
Fred J. Reitz III, senior vice president of commercial, AHF Products, added that while elevated mortgage rates and economic caution continued to suppress renovation activity early in the year, some parts of the market began to stabilize. “Increased activity in the multifamily and residential builder sectors helped support a modest rebound in tile demand as the year progressed.”
MSI’s Shah added, “The recent Fed rate reductions should help reignite the house resale market sometime late 2026, while importers and distributors are diligently looking at alternate countries to source material and reduce current tariff impact.”
Tariff instability added another layer of difficulty throughout the year, creating pricing complexity and uncertainty across the supply chain.
These economic pressures were compounded by softer consumer sentiment, which further restrained remodel spending and contributed to the overall slowdown. Maslowski emphasized that the unsettled economic environment discouraged many homeowners from initiating projects. “There is really a lack of consumer confidence because of all of the uncertainty going on,” he noted.
Together, the weakened housing market, tariff volatility and wavering consumer confidence converged to make 2025 another difficult year for the ceramic tile market. Despite these pressures, suppliers emphasized that demand has not disappeared. However, the path forward will continue to depend heavily on how quickly the broader economic picture stabilizes.
Labor shortages
While economic pressures weighed on ceramic tile demand in 2025, the industry agreed that its most persistent challenge remains the shortage of qualified installers. Even in a down market, demand for skilled labor continues to outpace supply. That imbalance affects installation quality and the overall accessibility of the category.
Bart Bettiga, executive director, NTCA, noted that the labor shortage remains a systemic issue across both the flooring and broader construction industries.
“A bigger challenge [than training] lies in recruitment and marketing of the opportunities that are there for people looking for career opportunity and development,” he told FCNews. “I do believe we are seeing more interest in the trades, and this is creating some momentum. However, a bigger challenge to just recruitment is related to compensation. It takes several years to become competent in all aspects of tile installation. Frankly, we feel tile installers should be paid a much higher wage than a flooring installer because it is a more challenging trade. Unfortunately, for a variety of reasons, this is often not the case.”
According to TCNA’s Whitmire, manufacturing growth—especially in Tennessee—has increased the need for a larger and more skilled workforce. To support that demand, TCNA and NTCA have worked with state partners to build tile-installation training into regional education systems.
Suppliers’ Perspective
Suppliers, too, recognize the crisis for what it is. Maslowski described the issue as the leading non-economic barrier facing the industry. “Skilled labor continues to be our No. 1 challenge,” he said.
Daltile’s Haddonstone
Dal-Tile has responded by dramatically expanding its training footprint. “We continue to aggressively work with the CTEF and the NTCA,” he explained. “We really have doubled down in regard to the number of trainings we’re doing in our facilities across the United States. We’re working with trade schools now to drive behavior and get people more interested.”
Although he said he sees progress, Maslowski said “it’s going to take a long time to get there” before installer availability matches demand.
As suppliers, associations, trade schools and state partners continue these layered efforts, signs of improvement are emerging. Maslowski noted that interest among potential installers is growing, even if the shortage remains significant.
Bettiga, too, said he is seeing “more interest in the trades,” creating momentum.
Still, the path toward a fully replenished workforce will be measured in years, not months.
Innovation wins out
While the broader ceramic tile market struggled under economic pressure, product performance varied by price point, origin and end-use segment. Suppliers told FCNews the divide between commodity tile and higher-end, design-forward or domestically produced products grew even sharper in 2025.
“Entry level commodity products are having the most significant negative impact, while upper-end, sophisticated product lines are faring better during this year,” MSI’s Shah noted.
Imported ceramic felt pressure from tariff instability and global cost fluctuations. By contrast, domestically produced porcelain outperformed expectations in several cases. AHF’s Reitz said U.S.-made offerings were among the company’s strongest performers: “Domestically produced porcelain tile performed very well in 2025,” he explained, citing collections like Rural Retreat and Sociale.
Design-forward and technically advanced products continued to shine, supported by consumer preference for elevated aesthetics and multifunctional performance. Suppliers pointed to sustained interest in larger formats, enhanced textures, 3D synchronized structures, antibacterial technologies and more realistic printing. These innovations helped premium porcelain maintain demand even as the broader category contracted.
Commercial and multifamily work also provided lift for higher-performing materials. Dal-Tile’s Maslowski said commercial flooring “performed the best in 2025” as the segment continued to follow the residential surge seen in the years immediately after COVID-19. He added that commercial stability helped offset softness in residential.
Overall, 2025 further solidified a divide in the market. Commodity ceramic struggled under economic constraints, cost sensitivity and competitive alternatives. Domestic porcelain, high-design tile and advanced products remained resilient. As suppliers refined strategies, upper-end products appeared positioned to outperform even in a slump.
Dalton—EF Contract updated its modular Artisan Collection to highlight the artistry of hand-weaving. The collection captures an abstract vision of yarns laid over a loom and features seven new hues for the original Artisan pattern. It also offers vibrant, high-contrast editions for Artisan Accent with highlighted color woven throughout.
Every two weeks, 
“Our best in-store promotion is our National Karastan Month sale. Both May and October this year were our top-selling months aiding in the overall position of our store during an economic downturn.”
Dallas, Texas—Marazzi introduced Curation, 
Cranbury, N.J.—Rugs USA, a leading e-commerce retailer and supplier of area rugs, has introduced the Elevated Solids Collection.
