Advancements enhance wood’s performance, visuals

Products in Hallmark’s True collection feature colors that extend through the entire thickness of the wear layer.

In the hyper-competitive hard surface space, wood flooring suppliers are increasingly utilizing technology to generate more excitement for the category. To that end, suppliers are working hard behind the scenes to come up with ways to enhance hardwood’s overall performance as well as its visual appeal. 

Case in point is the proprietary technology behind Dogwood Densified Wood from AHF Products. Engineered through a patented densification process that applies heat and pressure to natural hardwood, this innovation enhances durability without fillers or harmful chemicals—resulting in 100% genuine wood that’s waterproof, scratch-resistant and dent-resistant.

The latest line to utilize the Densified treatment is Robbins Timber Legends collection, which reimagines the popular Longleaf pine species. In fact, the product was recently named a winner in Good Housekeeping’s 2026 Home Reno Awards. The technology allows pine—traditionally considered a softer wood species—to compete with species that are inherently harder. “Hardwood flooring has always been the gold standard for homeowners—not just for beauty, but for value,” said Milton Goodwin, vice president-Hardwood, AHF Products. “Densified Hardwood is a game changer.”

Hardwood’s advanced performance 

Another noteworthy performance innovation in wood-based flooring that focuses on the core of the product is the Evolv collection from True Touch Floors. MonoTech Evolv is a novel hard surface innovation built on a “monolithic” platform consisting of one solid piece of 100% organic materials—it’s essentially one type of material throughout. The manufacturing process behind the product entails a proprietary process that combines natural wood (99.8% wood) and a 0.2% natural catalyst (cashew oil). The materials—including a design layer made of paper—are combined under heat and pressure to create a waterproof monolithic core. Moreover, there are no adhesives, plastics or PVCs utilized in its production.

“This is probably the first time since WPC that there’s been a product disruptor like this,” said Josh McGrane, managing partner, TrueTouch Floors. “No one else is making anything monolithic in flooring right now.”

Suppliers are also utilizing innovations in core technologies to boost wood’s ability to repel moisture—a challenging feat given the product’s well-known hydrophilic nature. Mohawk, for example, has upgraded its popular engineered TecWood hardwood to include a new performance tier: TecWood Enhanced. The line features a Uniclic locking system that not only simplifies installation, but it also includes a Wet Resistance Warranty to protect floors from topical spills for up to 72 hours.

Finishing touch

The Autumn Collection from Mirage features the company’s new DurAlive finish.

While some of the latest innovations in hardwood flooring focus on the product’s density, other enhancements target the first layer of protection—the finish or top coat. Take, Live, the most recent innovation from Mercier Wood Floors, a pioneer in the field of prefinished hardwood flooring. Formerly known as Generations+, the new finish provides 10x greater surface scratch resistance compared to the previous Generations finish. What’s more, the finish allows for improved clarity despite its increased durability.

Finishing innovations are also central to the latest introductions from Mirage. Earlier this year the company unveiled an array of new collections that feature coatings that not only allow the natural beauty of the hardwood characteristics to come through, but also provide durability for everyday wear and tear. These attributes are featured on the company’s Autumn and Lively collection courtesy of its DurAlive finish. “Our innovative DurAlive finish enhances color clarity, offers a low gloss for improved durability and makes cleaning and maintenance easier,” said Jérôme Goulet, vice president of marketing. “DurAlive is a durable yet ‘soft’ coating designed to reveal intensely vibrant colors with its translucent look.”

Updated aesthetics 

Provenza employs skilled hardwood craftsmen to customize surface textures. Pictured here is Dutch Masters.

While finishes certainly provide an essential function for hardwood flooring finishes, it’s the underlying visual that ultimately inspires the consumer to make a purchasing decision. That’s why hardwood suppliers are increasingly leveraging technology to deliver one-of-a-kind looks. A prime example is Provenza, a company highly regarded for its upscale, trendy take on hardwood flooring classics. Distributors and retailers also cited the Tustin, Calif.-based company for its ability to customize products for discerning customers. Provenza utilizes various techniques—some of which are propriety—to enhance the surface, texture, visual attributes and performance of wood. These include techniques like fuming and other special treatments to create a desired effect.

Proprietary color/staining processes and surfaces are also popular with manufacturers like Hallmark Floors. But this company takes staining and color a little deeper—literally. Its signature, award-winning True Collection, for example, entails an innovative staining process dubbed “through-color technology.” This method—which aims to replicate the visual effect of lumber that’s been submerged, for instance, in lakes and rivers for a long period of time. Utilizing sophisticated technology, Hallmark has emulated nature’s methods to create saturated colors throughout the top layer, creating eye-catching, weathered patinas.

Ever wider/longer

Hardwood flooring suppliers are increasingly using advanced technology to expand plank widths. These widths extend beyond the traditional 5- and 7-inch sizes. Advances in lumber milling and engineered hardwood construction now allow planks to reach 10 to 12 inches and wider. Earlier this year, Johnson Hardwood first previewed its mammoth, 12-inch-wide x 7-foot-long Olympus hardwood collection.

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Executive forecast 2026: Tile will see mild growth

As the tile category heads into 2026, manufacturers are navigating a landscape shaped as much by economic conditions as by design trends. A slow housing market—pressured by high interest rates and elevated building costs—continues to influence demand patterns across both residential and commercial projects. Yet within that constraint, opportunity remains.

Scott Maslowski
executive vice president of SSC sales & operations, Dal-Tile

What is your projection for the category in 2026?
Overall, we believe that the industry will be slightly down in 2026, primarily driven from new residential or the builder business. We don’t anticipate getting a lift in that until the back half of the year.

What will be some of the biggest challenges facing the category in 2026?
We believe the new residential business both in single-family and multi family is going to be slow at least for the first half of the year. We need interest rates to come down in order to drive some builder confidence and consumer confidence.

How do you think those challenges need to be addressed?
We need to continue to sell the benefits of tile in regards to its visual, its technology, its sustainability, its waterproof story and really just all the great life-cycle benefits of using tile.

What will be the biggest opportunities for 2026?
For us in 2026, the biggest opportunities as there’s still a lot of tariff uncertainty in the marketplace is to sell our USA story. Eighty percent of the tiles that we deliver into the marketplace under our three brands are produced here in the United States. So we think that’s a significant opportunity for us to tell the American-made story.

What are your biggest initiatives for 2026?
Our biggest initiative in 2026 is continuing to sell the USA story. No. 2 is to continue to bring technology into our business and make it easier for our customers to do business with us through customer automation, and continuing to go out into the marketplace and work for customer diversification.

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Jim Parello
EVP, Emser

What is your projection for the category in 2026?
We’re planning on modest growth—low single digits, probably in that 2% to 4% range. We’ve got some segments that are doing well, given the circumstances. Our remodeling segment is solid. I think first quarter is going to be dicey for everybody.

What will be some of the biggest challenges facing the category in 2026?
First: Interest rates will always be a problem. We need to see multiple decreases in order to spur activity around single-family construction. Second: I’ll say qualified labor. It’s definitely a challenge. You’ve got a lot of crackdowns going around in the country right now that’s impacting business.

How do you think those challenges need to be addressed?
We’re certainly involved with [industry organizations] more so than we have in the last three to four years as far as labor, and we’ll be hosting events next year, which we’re looking forward to. Part of it is really about our plans should things pick up—trying to reduce risk, create a buffer with our inventory, minimizing any disruptions we can.

What will be the biggest opportunities for 2026?
I do think we’ll see those interest rate drops. I do think our builder partners will continue to bring things out of the ground. We’ll continue to see people spending a lot of money to be outside at their properties and investing in them with the low interest rates that they do have. Then product. Market-driven products, continuously updating market trends and really a push toward some of the larger-format tile as well.

What are your biggest initiatives for 2026?
Product is always a piece of it, but for us, our digital platforms are a huge initiative. We’ve rolled out a new B2B site for our customers. It’s best in class. We also rolled out ebyemser.com, which is fantastic. And then for us as a business, part of that digital transformation is upgrading our CRM system, our internal platforms. It’s certainly needed as we progress forward.

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Larry Browder
executive vice president, Crossville

What is your projection for the category in 2026?
You’re probably going to see the market enter slow recovery in this category. I would say the category will be up single digits.

What will be some of the biggest challenges facing the category in 2026?
First of all, the tariff and the trade situation in the market is substantial, and we continue to see that affecting import products. Now being a U.S.-based manufacturer, we’re uniquely positioned to provide stability. Then you’re going to continue to see the pressures from competitive products like LVT. The biggest challenge is always instability.

How do you think those challenges need to be addressed?
The thing we can provide is domestic manufacturing—short lead times, reduced environmental footprint vs. imports. We’re also seeing customers come back to porcelain—to more natural products. I think we’ll continue to see a bounce back from that. So it’s about being prepared for that turn.

What will be the biggest opportunities for 2026?
We have this unique benefit that we service the market through many different channels. We are a direct-to-market organization. Plus, we sell through distribution and we have our own company distributor called Studios. That’s a huge benefit for us. Studios is really a supply chain and logistical asset for AHF, and you’re going to see us start to pivot the business more to talk about Studios in that fashion.

What are your biggest initiatives for 2026?
We have to keep innovating. We made a massive investment in service and doubled the headcount. We’ve got to make sure they’re all going in the right direction. On the Studio side, it’s really about fully aligning our Studios business with the entire AHF portfolio to create one unified selling system and one unified service proposition for our customers.

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Raj Shah
CEO, MSI

What is your projection for the category in 2026?
We expect the ceramic tile industry to grow in low single digits in 2026 while the economy continues to recover.

What will be some of the biggest challenges facing the category in 2026?
We expect a slow start during the first semester, which will directly impact small to mid-size distributors and offer opportunities for large-scale distribution companies to capture market share.

How do you think those challenges need to be addressed?
The industry should continue to focus on the versatility of ceramic tile products versus other floor, wall and countertop alternatives. Ceramic tile offers a competitive advantage not only in terms of looks, but also performance in demanding installation projects such as in wet, freeze, high traffic and UV-exposed conditions.

What will be the biggest opportunities for 2026?
Given the challenging economic times and customers becoming more discerning in their spending, it is more important than ever to have a supplier who offers a curated set of products that help dealers win in this market. Dealers have very limited leeway when it comes to inventory and merchandising risk, and MSI offers the best curation of products that help dealers close deals easier and with higher rates.

What are your biggest initiatives for 2026?
We continue to expand our footprint and introduce trendy product lines that will enable us to capture market share in the tile segment when demand increases sometime in 2026.

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Tuesday Tips: Knowledge vs. effectiveness

Dalton—The World Floor Covering Association (WFCA) released a new “Tuesday Tips” this week. In the series, WFCA experts present short video tips for improving customer service and optimizing staff performance. In the end, it’s all about understanding the importance of doing 100 things just 1% better than your competition.

In this week’s Tuesday Tips, Tom Jennings reminds us that education alone doesn’t guarantee productivity. Knowledge matters, but without application, execution and follow-through, it doesn’t automatically translate into effectiveness.

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Executive forecast 2026: Laminate market poised to pick up steam

Despite the existing and potential threats to the laminate segment, the outlook for the U.S. laminate market is positive, with steady growth expected as economic conditions stabilize, pent-up renovation demand is released and laminate’s advanced features and enhanced water resistance continue to take share away from SPC and drive further adoption.

Alex Decarie
business development – flooring, Egger North America

What is your projection for the growth of the U.S. laminate category in 2026?

We were very bullish on the laminate market for 2025 and we remain with this sentiment for 2026. For the market as a whole, we are targeting 3% to 5%.

What segments and/or products will fuel growth next year?

We see growth for laminate in the builder market where people are looking for value waterproof and stable products. Further, repair/ remodeling was a hard hit category with the continued lull in housing starts, but we see some light at the end of this tunnel in the second half of 2026.

What are your growth projections for your own company/brand?

The expectation is for our laminate business to grow faster than the overall category as mix shifts to better, differentiated products.

Cite a few of your major initiatives achieved in 2025.

We launched an update with our Manner Herringbone collection, which has had a much broader appeal and demand than we initially thought. Another exciting addition was our Ecolam product.

Identify the ‘X’ factor(s) that will impact business in 2026.

Tariffs, threat of tariffs and just general economic uncertainty is the major ‘X’ factor driving the economy as a whole and affecting interest rates.

Where do you see the greatest opportunities?

The greatest opportunity will come from the hardest hit sector, which is most certainly the repair/remodeling sector and as well as the independent retailer. We will continue to focus and support this sector with our best products and drive the greatest value.

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David Moore
VP product management, Mohawk

What is your projection for the growth of the U.S. laminate category in 2026?

We expect to see laminate continue to take share on the retail hard surface market. However, we do expect some overall market contraction; especially in the first half of the year.

What segments and/or products will fuel growth next year?

Residential remodel will be a big part of industry growth for 2026 with a focus on premium and high-performance products as well as an emphasis on sustainability. This is being driven by consumer desire for design refreshes as well as to prepare for resale especially as we see mortgage rates start to ease.

What are your growth projections for your own company/brand?

We expect to see growth for our domestically produced products like our RevWood laminate and Pure- Tech hybrid resilient product.

Cite a few of your major initiatives achieved in 2025.

We continued to invest in our domestic manufacturing capabilities.

Identify the ‘X’ factor(s) that will impact business in 2026.

We recognize that external market forces will play a pivotal role in shaping business outcomes in the coming year. The performance of the housing market is the most significant factor impacting the industry. We are closely monitoring interest rates and consumer sentiment, as these will directly influence remodeling activity and new home construction—key drivers for flooring demand.

Where do you see the greatest opportunities?

Opportunities will come from manufacturers who are uniquely positioned to provide a full breath of products that are both domestically manufactured and sourced to balance demand shifts as the year ramps up.

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Celine Quervel
managing director, Classen Group

What is your projection for the growth of the U.S. laminate category in 2026?

We expect the U.S. laminate category to experience modest growth in 2026. Laminate remains an honest, value-driven flooring category that delivers one of the best price-to-performance ratios available to consumers.

What segments and/or products will fuel growth next year?

Waterproof/water-resistant laminate and hybrid constructions; entry- level products for fast, affordable consumption; and PVC-free, health-oriented alternatives.

What are your growth projections for your own company/brand?

We expect stable performance in laminate and strong growth in our non-PVC product platforms.

Cite a few of your major initiatives achieved in 2025.

We strengthened our overall product mix and price architecture to meet U.S. consumer expectations across all key segments.

Identify the ‘X’ factor(s) that will impact business in 2026.

The most influential variables will be: tariffs and trade policy; regulatory shifts at federal and state level; interest rates; and inflation and the corresponding effect on housing and consumer purchasing behavior.

Where do you see the greatest opportunities?

The clearest opportunity lies in PVC-free flooring at new, more accessible price points. The biggest opportunities lie in attractive price points and the core standard laminate segment, where customers can rely on strong durability and water-resistant performance without paying premium rigid-core prices.

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Derek Welbourn
CEO, Inhaus

What is your projection for the growth of the U.S. laminate category in 2026?

We expect the U.S. laminate category to experience modest growth in 2026.

What segments and/or products will fuel growth next year?

We see some gains in the builder and property management segments for laminate. Further, we expect retail to have a modest uptick in the second half of 2024.

What are your growth projections for your own company/brand?

We are planning some excellent growth for our company in 2026 as we have some major product line updates launching throughout the year.

Cite a few of your major initiatives achieved in 2025.

We successfully completed some major design initiatives this year, which included significant work with color and our digital-based design process.

Identify the ‘X’ factor(s) that will impact business in 2026.

Tariffs, interest rates and inflation.

Where do you see the greatest opportunities?

Design, programs, services and systems with all efforts toward creating greater value for our customers and the end consumers that choose Inhaus products.

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Karndean’s Bill Anderson joins FCEF board

Export, Pa.—The Floor Covering Education Foundation (FCEF) has elected Karndean Designflooring CEO Bill Anderson to its board of directors, which plays a crucial role in guiding the non-profit industry foundation’s strategic direction.

With a mission focused on the continual development of skilled flooring installers, FCEF is integral to both the present and future of the floor-covering industry.

“The work of FCEF has never been more important,” Anderson said. “I’m honored to have a role in fostering professional opportunities that grow the trade and strengthen the long-term health of our industry.”

Anderson has been with Karndean for more than 15 years, first as VP of operations and then as chief operating officer before being named chief executive officer in 2019.

FCEF board member Randall Sheehe of Emser Tile welcomed Anderson’s experience and leadership. “Our industry faces a critical challenge—a nationwide shortage of skilled flooring installers,” he said. “It will take bold vision and strong leadership to overcome it. Bill embodies those qualities. He’s a true competitor and champion for progress with unwavering commitment to our industry.”

Anderson will be one of 14 members who make up the board, which includes David Chambers of Nebraska Furniture Mart as newly appointed chairman.

“Bill is a fantastic addition to the FCEF Board,” Chambers said. “Bill’s passion and dedication to the industry, along with the FCEF’s innovative vision, will undoubtedly help us tackle the educational needs and labor shortages we are currently experiencing. I am excited to see the positive impact Bill’s leadership will bring to our ongoing efforts.”

With shortages in the installer workforce continuing to persist, Anderson said he recognizes the urgency of the moment. “As an industry, we all have a vested interest in the work of FCEF,” he said. “I admire the commitment of the FCEF board and look forward to working with this exceptional group of professionals.”

To learn more about FCEF or make a contribution, visit www.fcef.org.

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NTCA kicks off 2026 with new training opportunities

Jackson, Miss.—The National Tile Contractors Association (NTCA) will begin 2026 with a handful of January training opportunities, offering 27 opportunities for tile professionals to sharpen their skills and stay current with industry standards. The lineup includes six regional training programs and 21 free, hands-on workshops held across multiple states.

Regional training

NTCA’s Regional Trainings are immersive, all-day programs that provide installers with practical experience using the latest tools, materials and techniques. These sessions follow ANSI standards and the TCNA Handbook for Ceramic, Glass and Stone Tile Installation, equipping participants with the confidence to tackle complex installations.

January regional training topics include:

• Substrate preparation and tile industry standards for installation of large format tile

• Interior installation of gauged porcelain tile panels and slabs

NTCA will host six regional training sessions in January at distributor and retail partner locations across four states. Class sizes are limited to 20 to ensure individualized instruction and hands-on practice.

January workshops

NTCA Workshops offer free, three-hour hands-on sessions designed to keep tile professionals current with industry standards, installation techniques and product innovations. Each workshop includes live demonstrations, small-group interaction and networking opportunities.

January workshop topics include:

• Tile matters: Best practices for the pros

• Failures: Could it be me?

• Tile technology: Membranes

• Tile technology: Adhesives

• Foundations of wet areas

In January, NTCA will host 21 workshops across nine states at partner locations nationwide.

Veteran installers and industry newcomers alike can benefit from NTCA’s training programs, which combine practical education, networking and professional development. Registration is free, but space is limited. To view the full schedule or register, visit NTCATraining.com

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Mannington Mills earns 2025 Social Impact Award

New Orleans—Mannington Commercial is celebrating parent company Mannington Mills Inc., which received the 2025 Social Impact Award from the Vinyl Sustainability Council.

The Vinyl Sustainability Council’s Social Impact Award honors a member company that demonstrates a strong commitment to community well-being through measurable action. The council recognized Mannington Mills for mobilizing volunteers, resources and leadership to address food insecurity. The effort also integrates social impact into the company’s business practices.

The award recognizes Mannington Mills’ Work Hard/Play Hard initiative. This initiative supports Feeding America and local food banks across the United States.

Through the Work Hard/Play Hard initiative, Mannington Mills organized volunteer efforts at 15 food banks across nine states. The company raised $150,000 to help provide an estimated 1.5 million meals. Mannington associates, family members and board members contributed more than 1,000 volunteer hours.

Mannington’s double materiality assessment informed the initiative and engaged 543 stakeholders. The assessment identified food security and community engagement as priority social impact areas.

“We are proud to recognize Mannington for its commitment to community development through the Work Hard/Play Hard initiative,” said Jay Thomas, executive director of the Vinyl Sustainability Council. “We were impressed with the volunteer mobilization and how the program is integrated into the company’s business practices. At Mannington, we commend the entire Mannington team and look forward to seeing the positive impact continue.”

Mannington Commercial supports these efforts as part of Mannington Mills’ broader sustainability and social impact strategy. The commercial flooring brand focuses on performance, responsibility and long-term value.

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