Havencrest Surfaces aquires PanTim distributor business

Tyler Geren, CEO of Havencrest

Dalton—Havencrest Surfaces, a wood-focused distribution company affiliated with Infinity Floor, has completed the purchase of the assets associated with the distributor business of PanTim Wood Products, a long-standing wood flooring provider based in Scarborough, Maine.

Under the terms of the acquisition, PanTim will continue to serve its other customer channels, while Havencrest Surfaces will become the distribution platform for PanTim’s distributor customers, according to Tyler Geren, Havencrest CEO.

Havencrest was created specifically to serve the North American distribution channel through a distributor-only model focused on hardwood flooring programs, supplier relationships, inventory stability and service-based execution. The company will be supported by Infinity Floor’s infrastructure, approximately 197,000 square feet of warehouse and distribution space, logistics capabilities and customer service platform here.

PanTim, led by Harro Jakel, president, has built a respected position in the hardwood flooring industry over several decades through design, wood flooring expertise, supplier relationships and a reputation for quality and reliability. As the distributor business transitions, Havencrest Surfaces will carry those programs forward with a focused distribution model.

“PanTim has been built over many years of relationships, consistency and trust,” Jakel said. “Our priority was finding a path that would respect those relationships and support them into the future. Tyler Geren has built a company that will do that.”

Jakel and Rick Knowles, vice president of sales for PanTim, will remain engaged during the transition to help support a smooth transfer of knowledge, relationships and market expertise.

For Geren, the focus now is execution. “We know the announcement is only the first step,” he said. “What matters now is execution. That means disciplined inventory, clear communication, dependable service and making sure customers see continuity from day one. We respect the relationships that made this business valuable, and we understand the responsibility that comes with carrying them forward.”

Infinity Floor’s existing SPC and LVT business will continue operating independently under its current structure, with dedicated focus and resources remaining in place for those categories. The Havencrest business will be supported by Infinity Floor’s existing operations, customer service, logistics and management team.

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Stats 2026: Commercial market seeks to find footing

The commercial flooring industry spent much of 2025 trying to find its footing. Faced with tariffs, high interest rates, labor shortages and cautious spending, the supply chain navigated a market where uncertainty often proved the biggest obstacle.

Despite the uncertainty, though, the commercial flooring sector eked out gains in 2025, rising 1% to $7.091 billion in sales, FCNews research shows.

While some sectors maintained steady demand, others hit the brakes on projects as rising costs and economic concerns reshaped investment decisions. Return-to-work mandates and corporate investment, for example, fueled office projects in select markets across the country.

“The workplace segment continues to be the leading segment for our members,” Mark Bischoff, Starnet president and CEO, told FCNews. “That’s very closely followed up by the combination of K-12 and university work.”

The healthcare segment, fueled by an aging population combined with people living longer, remains one of the more active markets. “We’ve really seen a dramatic increase in ambulatory and outpatient care work,” Bischoff noted.

That’s not to say the overall specified commercial contract market—which accounts for roughly 70% of commercial flooring activity—didn’t face its share of challenges in 2025. “Economic conditions in the form of tariffs and high interest rates impacted both the specified business and Main Street,” said Ben Elliott, Tarkett Commercial’s director, LVT product management. “High borrowing costs influence businesses of all sizes and delay both new construction and renovation projects.”

Still, several key end-use markets thrived. Here’s a look at how some of the major end-use markets shook out in 2025, along with the factors that impacted product specifications across some of the major flooring categories.

Healthcare

Healthcare remained one of the commercial market’s brightest spots in 2025, representing the largest share of business at approximately 44%, according to FCNews research. Driven by growing patient demand and the continued shift toward outpatient care, hospitals and healthcare systems invested heavily in new facilities and renovations designed to bring services closer to where people live and work. That trend fueled growth in ambulatory surgery centers, urgent care clinics and medical office buildings. It also reinforced healthcare’s reputation as a hard-surface-driven market, especially in acute care settings. Carpet tile maintains a presence in senior living communities, medical offices and behavioral health spaces where comfort and acoustics are important, according to published reports.

Infection prevention remained a key priority, influencing everything from facility design to flooring specifications. “The continued demand for hygienic, easy-to-clean and low-maintenance materials supported specification activity across outpatient facilities, medical office buildings, senior living projects and wellness-focused healthcare environments,” said Rocamador Rubio, director, Trade Commission of Spain.

But today’s healthcare spaces are about more than just function. Providers increasingly recognize the physical environment can influence patient outcomes, staff satisfaction and overall well-being, according to published reports. As a result, end users are incorporating warmer colors, nature-inspired visuals and hospitality-style aesthetics to create calmer, more welcoming settings.

“We’re seeing colors and design elements being used and trying to put both patients and healthcare workers in a state of mind that helps them to be successful,” said Yon Hinkle, AHF Products’ vice president of resilient.

Education

Education, the second-largest commercial sector with an estimated 25% market share, faced many of the same pre-COVID-19 market impacts: balanced budget pressures, changing enrollment patterns and growing demands for healthier, more adaptable environments.

K-12 schools represent the bulk of education construction activity and higher education makes up the remaining portion. The segment is increasingly embracing flexible learning environments designed for collaboration, technology integration and multipurpose use. As a result, flooring that can handle constant furniture movement, heavy foot traffic and evolving space needs are popular options.

“Ceramic tile continued performing well within corridors, cafeterias, bathrooms and shared common areas because of its longevity and ease of maintenance,” Tile of Spain’s Rubio pointed out.

Acoustics have become another key consideration. Hence the reason why carpet tile remains a go-to product in classrooms, libraries and collaborative spaces. But that is not the only solution that meets these needs.

“K-12 has now embraced LVT as an optimum product for acoustics, aesthetics and maintenance,” said Jeff Galloway, vice president, product management, Mohawk Group.

At the same time, budget concerns are forcing schools to focus on long-term value rather than upfront costs, industry observers said. Products that can be restored rather than replaced are attracting renewed attention. “We’re starting to see more demand for products like solid vinyl, particularly in education and healthcare,” said Jeff West, Shaw Industries’ SVP of brand strategy. “It’s a product you can come in and buff it and restore to its original state.”

Flooring manufacturers report growing interest in slip-resistant surfaces, products designed to withstand heavy foot traffic, and materials capable of supporting both academic and extracurricular activities. “What we are seeing in heavy traffic areas, in general, are customers in that space who became dissatisfied with the ability to keep LVT maintained or looking like new,” AHF’s Hinkle said. “Major school systems have made changes back to VCT.”

Rubber, linoleum and ceramic tile are also gaining traction as schools modernize classrooms, student housing and shared campus spaces.

These issues are influencing everything from classroom layouts to flooring choices. “There is a conscious thought with all design elements that go into those spaces,” Hinkle added. “This plays a role on how buildings are being refurbished and how new buildings are being constructed.”

Corporate/office

The office market continued to evolve in 2025 as employers sought to bring more workers back into the office. After several difficult years, signs of recovery began to emerge. FCNews research showed this segment of the market increased its share slightly to 16% last year, up from 13% in 2024.

“The commercial market started coming back last year,” Shaw’s West said. “We started seeing activity pick up late into the year and continuing into this year.”

While office occupancy rates reached near record highs last year, the biggest changes took place inside office walls. Companies sought to reimagine existing spaces rather than expanding them, creating environments designed to encourage collaboration, flexibility and employee engagement. That shift influenced flooring choices.

“Renovation and repositioning projects within premium office environments continued supporting ceramic tile demand, particularly within lobbies, amenity spaces, cafés and collaborative common areas,” Rubio noted.

Resilient flooring, especially LVT, continued gaining share thanks to its durability, easy maintenance and attractive lifecycle costs, industry experts say. Carpet tile remained a popular option for collaborative areas because it offers design flexibility and minimal disruption during renovations. “Broadloom is losing share to carpet tile and hard surfaces in TI/property management applications,” Mohawk Group’s Galloway observed.

Overall, employee wellness emerged as a major influencer in workplace design. As companies worked to attract employees back to the office, they invested in spaces that promote comfort, better acoustics and healthier indoor environments. “The focus is on durability, acoustics and flexibility, as companies reconfigure spaces and invest in higher quality environments and more hard surface and resilient flooring products,” Starnet’s Bischoff explained.

By and large, product preferences reflected the industry’s search for value and performance. While soft surface sales decreased slightly last year, carpet tile continued gaining share, accounting for nearly 44% of commercial soft surface sales. “Customers today are balancing design, performance, sustainability and budget considerations more carefully than ever,” said Jim McKeon, vice president of sales, Interface.

Hospitality

The hospitality sector continued its slow, post-pandemic recovery as resurging leisure travel, property renovations and a growing appetite for unique guest experiences fueled investments across hotels, resorts and entertainment venues. For many operators, creating memorable spaces became a key differentiator in an increasingly competitive market.

Holding relatively steady at about 12% of commercial flooring sales, the hospitality market spans hotels, restaurants, entertainment venues and recreation facilities. Designers increasingly turn to bold patterns, custom flooring visuals and natural-inspired materials to create distinctive environments throughout lobbies, guestrooms and public spaces.

“Flooring supports design differentiation and brand experience while systems supporting room turns and refreshes are increasingly important in this highly competitive segment,” Starnet’s Bischoff said.

Take broadloom, for example. “Some hospitality spaces want large-scale patterns that are not cut and have areas where they need products over balconies and steps,” Shaw’s West said. This falls right into broadloom’s wheelhouse.

Hotels expanded beyond traditional guestrooms, adding co-working spaces, wellness centers, flexible meeting areas and social gathering spots to generate additional revenue streams. These multipurpose environments, observers say, require flooring that can perform across various uses while maintaining comfort and visual appeal. “Carpet, particularly broadloom, remains the flooring of choice for most of the hospitality industry, although LVT is becoming more common in low-mid priced chains,” Mohawk’s Galloway said.

That’s not to say that alternate materials aren’t being considered and/or utilized more frequently in these spaces. “Many mid-scale properties are replacing guest room broadloom carpet with LVT for simpler cleaning routines and longer replacement cycles,” Tarkett Commercial’s Elliott noted.

Many executives, including Interface’s McKeon, continue to see strong demand for modular flooring solutions that deliver design flexibility, performance and sustainability. Hence the reason why Broadloom maintained a strong presence in hospitality, senior living and corporate interiors.

On the hard surface side, resilient flooring remained the market leader, maintaining approximately one-third share of commercial sales, according to FCNews research.

Retail

The retail sector, the smallest of the bellwether end-use markets, continues its climb out of the post-pandemic doldrums. Estimated at less than 7% of the overall contract commercial market, brick-and-mortar retail ceded significant share to the digital realm, research shows. Still, retailers spent 2025 keeping pace with digital shopping habits while giving consumers a reason to visit physical stores. As a result, flooring played a larger role in shaping the shopping experience, helping store operators create inviting, brand-focused environments that encourage customers to linger longer.

“Mass retailers will work LVT into certain areas for a design element, such as in a grocery area or aisle,” AHF’s Hinkle pointed out. “In smaller spaces, we’re seeing a lot of LVT being utilized, and variations of engineered wood and laminates going into those spaces.”

From grocery stores to specialty boutiques, flooring choices increasingly reflected both design and durability needs. Retailers sought materials that could handle heavy foot traffic, rolling carts and frequent cleaning while maintaining a fresh appearance. “Retailers often opt for polished concrete over carpet or LVT especially in the big box stores,” Mohawk’s Galloway noted. “LVT is often the product of choice for high-traffic locations like grocery, telecommunications, food/ beverage and big boxes, while carpet remains strong in department stores and specialty retail.”

The retail landscape closed out the year with solid momentum despite economic uncertainty, according to the CNBC/ NRF Retail Monitor, powered by Affinity. Leading the charge are hard surfaces that offer long-term value. “Tile continued performing strongly within restaurants, grocery environments and mixed-use retail projects, with wood-look and stone-look porcelain surfaces remaining especially popular,” Tile of Spain’s Rubio said.

Soft surfaces continue to play an essential role, with carpet tile the leading product in areas requiring quiet and comfort. Meanwhile, polished concrete emerged as a popular option for larger retail formats seeking a cost-effective, low-maintenance solution.

“A lot of new retail work is moving to polished concrete since it is lower cost and easier to maintain,” said Geoff Gordon, executive director, Fuse Alliance.

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Tuesday Tips: Set the tone, shape the sale

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, retail training expert, explains how a salesperson’s attitude can shape a customer’s mood and response. A positive tone can make all the difference.

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Parador launches desert-inspired Maradune wood collection

Coesfeld, Germany—Parador has introduced Maradune, a new engineered wood flooring collection inspired by the world’s great deserts. The collection aims to translate the natural colors of those landscapes into flooring tones that range from light to dark.

Parador designed the warm, tranquil palette to offer balance and versatility. The floors appear calm from a distance while revealing more detail up close.

The company’s proprietary SurfaceON technology embeds subtle imagery into the flooring surface. The visuals shift based on the angle of light and the viewer’s perspective. The effect gives the floor a changing appearance throughout the day.

“Maradune floors are made for the senses,” said Neel Bradham, CEO of Parador. “We wanted people to notice something new every single day. That’s the kind of floor that becomes part of a space rather than simply sitting beneath it.”

Parador manufactures the collection in Güssing, Austria. The company creates the surface texture through alternating partial wave planing and natural deep brushing.

The process highlights the oak’s natural grain and knots. It also gives each plank a more organic and distinctive character. The textures become more or less prominent depending on the angle and intensity of the light. This creates a living, ever-changing appearance.

Each plank also features a four-sided bevel. The detail defines the individual planks while contributing to a cohesive overall look. Maradune uses an automatic click system with longitudinal and end-edge locking. The system supports straightforward installation.

The engineered construction includes a 3.6mm top layer. The flooring is also compatible with underfloor heating systems. Parador designed the collection for residential and commercial applications.

The company backs the collection with a 25-year guarantee. Maradune also carries several sustainability and quality certifications, including FloorScore and Blue Angel.

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Stats 2026: Tile segment remains strong despite headwinds

The last 15 years have been a wild ride for ceramic flooring. The industry saw growth for over a decade before the pandemic hit in 2020 and sales dropped significantly—for all categories. However, ceramic experienced a subsequent 8% and 14% expansion in dollars for the next two years, respectively, before beginning the downward trajectory it is still experiencing today. And while ceramic flooring did experience a low-single-digit drop in both dollars and volume in 2025, mainly due to the residential side of the business, it is still slightly above those 2020 numbers.

When the dust settled, ceramic experienced about a 1.1% decline in dollars in 2025 to $2.951 billion vs. $2.984 billion in 2024, according to Floor Covering News research. As previously mentioned, ceramic dollars were still up slightly in 2025 when compared to five years ago when the category experienced its first drop in a decade. In 2020, that number was $2.844 billion, down from 2019’s $2.994.

Flooring volume also found itself in the red, registering a 4.2% decline to 2.07 billion square feet from 2.161 billion square feet in 2024, its lowest level since 2014. Ten years ago in 2015 that number was 2.19 billion square feet. The ensuing nine years would see square feet above at least 2.3 billion until the drop in 2024.

The category’s most recent record high was experienced just three years prior in 2022 when dollars were estimated at $3.507 billion (volume was 2.453 billion square feet). These numbers are representative of pandemic-inspired spending, which suppliers agreed pushed demand forward by several years to reach staggering numbers.

The minor comedown since then is not necessarily indicative of an unhealthy category. In fact, looking back nearly 20 years to 2006, ceramic tile was estimated to be $2.464 billion, which would be the high for the next nine years. Last year’s numbers still represent a nearly 18% gain in the last 20 years despite a multi-year decline.

Looking at just the last decade, in 2015 FCNews research showed the ceramic market clocked in at $2.613 billion, which was up 9.3% from 2014’s $2.38 billion. It was the category’s fifth consecutive year of growth, which wouldn’t wane until 2020’s 5% decline in dollar sales and 3.5% decrease in volume from the previous year. That is a 12.2% increase in dollars in the last decade.

The category also kept its standing in 2025 as the third-largest sector in flooring, representing about 12.54% of the flooring industry’s total $23.529 billion. In terms of dollar share that was flat with 2024’s 12.5% share. When it comes to volume, ceramic garnered 12.42% of the flooring industry’s total 16.666 billion square feet sold. That’s also basically flat from 2024’s 12.6% share.

Looking at hard surface alone, ceramic is the second-largest category by dollars and square feet—beaten out only by the behemoth resilient category. Last year, ceramic represented 20.5% of total hard surface dollars, which was $14.669 billion (total). The ceramic category also grabbed 22% of total hard surface volume, which was 9.436 billion square feet. That’s flat from the year prior. Hard surfaces included in this analysis are ceramic, resilient, wood, laminate and rubber flooring.

Ongoing challenges

The ceramic tile category continued to feel the effects of a sluggish housing market throughout 2025. Elevated mortgage rates, affordability challenges and lower existing home sales limited opportunities for both new construction and large-scale remodeling projects, two key demand drivers for tile.

According to the U.S. Census Bureau, total U.S. housing starts reached 1.36 million units in 2025, a 0.8% decrease compared to 2024 and the lowest level since 2019.

“Mortgage rates stayed elevated, with the 30-year fixed rate averaging 6.6%,” said Andrew Whitmire, trade data analyst, Tile Council of North America (TCNA). “Although this was modestly lower than the rate of 6.72% in 2024, it was high by historical standards, continuing to suppress housing affordability and turnover.”

Scott Maslowski, executive vice president of SSC sales & operations, Dal-Tile, agreed, noting, “The primary pressure was a housing slowdown impacted by tariffs, higher-than-expected interest rates and just an overall slowing in regard to consumer confidence. Residential—new residential build, in particular— had the biggest drain.”

While commercial segments and higher-end residential projects provided some stability, many suppliers reported softer volume as builders remained cautious with new housing starts further impacting demand.

“Ongoing economic uncertainty makes builders, remodelers and distributors more cautious with purchasing and forecasting, and higher labor costs put additional pressure on project budgets,” said Jim Parello, president of Emser Tile.

Despite these headwinds, tile maintained its position as a preferred hard surface option thanks to its durability, design versatility and value proposition.

“While economic pressures continue to shape the housing and remodeling markets, demand for tile remains steady across residential and commercial segments at all price points,” Parello added. “What has changed is that customers are more cautious, timelines are tighter or more fluid and suppliers, including contractors, are expected to help offset rising costs to keep projects moving.”

However, housing and inflationary pressures are not, perhaps, the biggest challenge for the ceramic tile market. “A lack of qualified installers remains the industry’s biggest challenge,” Whitmire said.

An aging workforce, a shortage of skilled tradespeople and fewer young people entering the profession have created ongoing concerns about the industry’s ability to meet future demand. Tile installation remains a highly specialized craft that requires training, experience and precision, making it difficult to quickly replace retiring installers. As a result, many faced scheduling constraints, longer project timelines and increased labor costs.

Manufacturers, distributors and industry associations have responded by investing in workforce development programs, apprenticeship opportunities and training initiatives designed to attract a new generation of installers.

The TCNA, for example, continues to support and fund the Ceramic Tile Education Foundation (CTEF) to recruit new installers and raise the level of installation in the U.S. But while progress is being made, labor availability remains a critical issue for the category—and the industry at large.

Imports vs. domestic

For the fourth consecutive year—after a 15-year high—U.S. ceramic tile imports declined in 2025. In terms of volume, imports garnered 1.86 billion square feet, a 3.7% decline from the prior year, according to the TCNA.

Imports comprised 72.4% of 2025 U.S. tile consumption by volume, up from 71.5% in 2024. Spain once again became the largest exporter to the U.S. by volume, accounting for 21.4% of 2025 imports, followed by Italy (17.7%) and India (16.7%).

Italy remained the largest exporter to the U.S. on a dollar basis (CIF + duty), comprising 31.5% of 2025 U.S. imports, followed by Spain with a 28.0% share and Mexico (8.6% share).

The issue with India’s unfairly traded imports remained a thorn in tile’s side in 2025. “Although not a new challenge, unfairly traded imports from India greatly affected the industry,” Whitmire told FCNews. “While the 50% tariff the Trump administration imposed last year on Indian goods negatively impacted Indian tile imports to a degree, it did not address the fundamental issue with India’s ongoing unfair trade practices of selling dumped and subsidized tile in the U.S. market. The trade action U.S. manufacturers brought in 2024 seeks relief from these unjust practices that harm the American tile industry. The vitality of the U.S. industry and the livelihoods of thousands of employees and their families depend on it.”

He added that the decline in imports in 2025 from other major suppliers (i.e., Mexico, Turkey, Brazil) can be partially attributed to dumped and subsidized tiles from India.

In terms of U.S. shipments, in 2025 U.S. manufacturers shipped 707.7 million square feet of ceramic tile domestically, down 8.1% from the prior year and the lowest annual total since 2012.

U.S. shipments’ share of total U.S. consumption by volume last year was 27.6%, down from 28.5% in 2024. Despite this, domestically produced tiles’ share of total U.S. consumption far outpaced the shares of any individual country exporting to the U.S. The next highest shares of total consumption by volume were held by Spain (15.5%), Italy (12.8%) and India (12.1%).

By value, 2025 U.S. FOB factory sales of domestic shipments (less exports) were $1.32 billion, a 4% decrease from the previous year. U.S. shipments comprised 35.1% of total U.S. tile consumption by value, down from 36.2% in 2024.

Looking at U.S. exports, U.S. ceramic tile exports in 2025 were 40.3 million square feet, down 2.1% from the previous year. The primary recipients of U.S. exports were Canada (65.6%), Italy (11.9%) and Mexico (11.6%).

Domestic production in the U.S. continues to grow across categories, including in the ceramic category. Those suppliers producing domestic tile agreed it was a boon in 2025. “Domestic production for us, across the board, was a key element to our success without a doubt,” said Adam Wilkes, vp, residential and outdoor sales, Crossville.

Commercial market

While the residential ceramic market hit some major headwinds in 2025, the commercial market fared a bit better and even gained some of its share back from its counterpart.

According to FCNews research, residential ceramic flooring garnered about 60% of overall ceramic sales while commercial gained minor ground from its previous 38% back to around 40% in 2025—or $1.18 billion of the total $2.951 billion. In volume, that’s 828 billion square feet of the total 2.07-billion-square-foot pie.

“The commercial market outpaced the residential market significantly, primarily driven by the residential surge that happened post-COVID-19,” Daltile’s Maslowski said. “Commercial has historically lagged residential or catches up to residential expansion—that’s what we’re in the middle of right now. And that’s why commercial performed well in ’25, and we anticipate ’26 finishing up strong on the commercial side.”

Several key segments within the commercial market did well for ceramic in 2025. Suppliers agreed hospitality and healthcare were strong while others saw growth in education and even workplace.

“We are seeing hospitality and healthcare as the strongest parts within commercial,” said Raj Shah, CEO, MSI. “Hospitality is going through a renovation movement, causing many of the brands to renovate properties. With the aging of America healthcare is remaining strong with many medical facilities under construction.”

That’s not to say the commercial market didn’t also contend with its challenges. “Whether it was the mortgage rates, interest rates, projects getting put on hold, the geopolitical aspects, it all plays into that,” said Tom Kettering, vice president of commercial sales, Crossville. “People were cautious, and we had to play through that. That’s always going to be a challenge. And one of the things you have to be careful with on the commercial side is a longer selling cycle—you have to have even more patience.”

For Crossville, there were also segments that outpaced others. “The segment that drove for us was education; K-12 and higher-ed was really strong,” Kettering explained. “Healthcare was strong as well. We had great growth in those areas.”

Multifamily straddles the line for some suppliers and was hit hard in 2025. “We include multifamily in commercial. This was a big reason for the negative growth,” MSI’s Shah explained. “When you exclude multi-family then we see positive growth. Ultimately, macro factors like interest rates and inflation were the primary issues in commercial.”

Pricing

Pricing has been an interesting mix since 2021 when the average price of tile jumped from $1.18 in 2020, which had hovered there for at least six years prior, to $1.24. Then, in 2022, it skyrocketed 15% to $1.43. The following year it dropped slightly to $1.40 and 2024 followed its downward trajectory to average about $1.38. Last year saw pricing jump back up to $1.43 as tariffs and geopolitical events began to put pressure on costs.

“Overall, tariffs and global supply chain costs continue to drive up the base cost of goods,” Emser’s Parello said.

Price increases partially explain the discrepancy between volume and sales in 2025. While the drop in sales was just above 1%, volume dropped more than 4%. “Pricing was definitely up and driven by tariffs and inflationary pressure—there were multiple price increases that happened throughout the market,” Daltile’s Maslowski said. “Margin expansion did not happen, but pricing and cost did [go up].”

Suppliers agree product mix also played a role in that discrepancy as higher-end goods sold more heavily than their entry-level counterparts. “We are seeing the higher-end consumer more resilient than the middle- and lower-end [consumer], so mix has also been trending toward higher-end products,” MSI’s Shah explained.

Looking forward

Suppliers agree the first half of 2026 has been marred with uncertainty. Ongoing geo-political events, for example, continue to impact the industry overall. Mortgage rates, housing affordability and even prices at the gas pump and grocery aisle are putting a damper on consumer confidence and overall spending—especially when it comes to postponable purchases.

“In regard to challenges, the tariff hangover still exists, interest rates still exist, and now the energy/fuel and transportation costs have had an impact in the first part of ’26, driven by the war,” Dal-Tile’s Maslowski said. “Those have all been negatives.”

However, hope exists. “There is a fair amount of discretionary income on the sidelines where people want to either buy a new house or remodel,” Maslowski added. “So we think, as we go throughout the year, as stabilization settles in, that the back half of ’26 could still be pretty good.”

What’s more, tile remains one of only two aspirational flooring products in the industry—the other being hardwood. As such, those with available discretionary spending are turning to the category for its quality and clout. The category’s technological prowess also continues to grow, far outpacing other flooring options in terms of design and performance.

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Tarkett Home partners with Buckwold Western Ltd.

Solon, Ohio—Tarkett Home has partnered with Buckwold Western Ltd. to distribute its Canadian-made residential sheet vinyl throughout Western Canada.

The agreement covers Tarkett Home’s residential sheet vinyl products and related accessories. Buckwold Western will distribute the products throughout British Columbia, Alberta, Saskatchewan, Manitoba, Yukon, the Northwest Territories and Nunavut. The agreement also covers Thunder Bay, Ontario and communities extending west to the Manitoba border. Tarkett Home manufactures every residential sheet vinyl product in Farnham, Quebec.

“Partnering with Buckwold allows us to grow our presence in Western Canada with one of the country’s most respected flooring distributors,” said Jason Surratt, president of Tarkett Home. “Together, we’re making it easier than ever for retailers to offer Canadian-manufactured sheet vinyl, all supported by local sales representatives and responsive distribution.”

Buckwold Western has served the flooring industry for 100 years. Its sales and distribution network will give retailers throughout the region access to Tarkett Home’s complete residential sheet vinyl offering. Retailers will also have access to coordinating accessories.

“We’re proud to add Tarkett Home’s residential sheet vinyl program to our product portfolio,” said Bruce Buckwold, president of Buckwold Western Ltd. “Being able to offer a premium sheet vinyl collection that is manufactured in Canada gives our retailers another trusted option backed by exceptional design, quality and service.”

The partnership took effect immediately. Retailers can contact their local Buckwold Western representative for information about Tarkett Home sheet vinyl and product availability.

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Stats 2026: Laminate’s share slides amid decline in imports

The ongoing love affair with laminate flooring continues, particularly among retailers and distributors seeking alternatives to lower-quality SPC and entry-level to mid-range hardwood. However, the passion seems to be cooling a little.

FCNews research shows U.S. laminate flooring sales at the first point of distribution in 2025 totaled $1.11 billion, down 3.2% over the prior year. With respect to volume, shipments fell 5.6% to 871 million square feet. That put laminate at 4.7% of total industry sales (and 5.2% of total volume) in 2025. The category hasn’t seen numbers that low since 2018, where sales at the first point of distribution reached $1.103 billion.

Going back even further to 2015, laminate flooring generated $1.137 billion in sales and 1.034 billion square feet. Compared to 2025, that represents a decrease of only 2.3% in sales but a drop-off of nearly 16% in terms of volume.

Laminate flooring’s lackluster performance in 2025 is also evident when compared to competing hard surface categories. Last year laminate accounted for roughly 7.5% of total hard surface dollars (down from 7.9% in 2024) and 9.23% in hard surface volume (down slightly from 9.5% of total hard surface volume in 2024).

However, just as we’ve witnessed in the hardwood flooring category, the rate of sales decline is slowing. In 2024, for instance, laminate flooring sales fell 7.5% over 2023. This after falling 9.8% from 2022.

The same cannot be said for volume, unfortunately. In 2024, square footage at the first point of sale declined 4.8% to approximately 923 million square feet. Last year, laminate square footage was off 5.6%. The higher percentage in volume decrease, analysts say, is a reflection of a significant drop-off in imports from Europe, a bastion for laminate flooring production. This coupled with an ongoing decline in laminate flooring shipments out of China.

Still, the momentum that the U.S. laminate flooring category has generated since its well-documented resurgence began anew several years ago cannot be overlooked. Industry observers cite a variety of factors driving that renewed interest: more visually appealing products offering improved realism, enhanced water resistance and stronger durability characteristics. As a result, laminate flooring has regained relevance among specialty retailers, distributors and consumers seeking performance-oriented hard surface products at competitive price points.

At the same time, the U.S. laminate flooring category faces mounting challenges. Tariff uncertainty, aggressive pricing strategies from big box retailers, inflationary pressures and relentless competition from other hard surface categories—particularly luxury vinyl plank (LVP) and SPC flooring—continue to shape the marketplace.

“Laminate flooring continues to represent a terrific value to the consumer; however, the LVT category seems to be evolving at a much quicker pace in terms of style and design,” said Jeff Striegel, president, Elias Wilf, a top 20 distributor. “The new innovations in edge profiles, surface textures and tile visuals within LVT are eclipsing laminate at a surprising rate. This is especially notable within the tile visuals.”

Over the past decade in particular, laminate flooring lost momentum as waterproof vinyl products surged in popularity. Consumers gravitated toward rigid core and SPC flooring because of their waterproof attributes and relative ease of installation. Retailers followed suit, allocating more showroom space to vinyl offerings.

“In recent years LVT has grown at an incredible rate vs. laminate as a result of select product features/benefits like water resistance,” Striegel added. “While laminate has closed the gap on the waterproof aspect and some of the performance attributes, LVT growth continues to outpace laminate as a result of the improvement in the authenticity in LVT visuals, plank/tile size options and installation options, including the ability to grout dry-back LVT.”

Channel activity

In 2025, the industry continued to see slight shifts in how laminate flooring is sold in the U.S. market. FCNews research shows the specialty retail segment grew its share of laminate flooring sales from 30% in 2024 to roughly 32% last year. It’s a clear sign, observers say, of how dealers embraced the category and are moving away from low-priced, entry-level SPC imports.

Home centers, historically laminate flooring’s domain, saw their market share fall slightly in 2025. FCNews research shows the laminate market share attributed to Home Depot and Lowe’s fell to 24% and 13%, respectively, down from 27% and 16%, respectively, from 2024. This is on par with financial reports released by the big boxes, showing single-digit declines in both their flooring department sales—with Home Depot total flooring sales off by 5.29% and Lowe’s down slightly by 0.58%.

Conversely, share of sales in the “other” category of laminate flooring—which includes IKEA, Floor & Decor, Lumber Liquidators, etc.—grew from 18% in 2024 to approximately 22% last year. Floor & Decor financials show the retailer grew its laminate and vinyl revenues 4.5% to $1.154 billion.

Anecdotal research also shows laminate flooring sales at some of the nation’s largest warehouse clubs maintained their pace, accounting for approximately 5% of laminate sales in 2025.

Industry observers attribute the lopsided activity to a much better mix of product at the specialty retailer level. At the very least, specialty retailers are increasingly promoting good/ better/best strategies to more effectively compete with big boxes without negating higher-margin opportunities.

This multi-tier approach, experts say, not only goes a long way in organizing a seemingly endless product assortment at retail, but it also helps guide customers through a clear decision-making journey, provides trade-up opportunities and gives specialty dealers ammunition to battle the boxes—all while still reinforcing the value proposition of laminate as a category.

Make no mistake, though: A successful good/better/best strategy is not solely about price—it’s about clearly aligning features and benefits with real-world use cases. For sales associates, it also creates a natural roadmap. Rather than jumping randomly between products, they can guide shoppers through a logical progression. That might mean starting with the most expensive offering and working down based on the consumer’s budget (the method many professional RSAs prefer). Another option entails taking the “stair-step” approach by referencing the opening price point (very effective if the consumer has already shopped the big box stores) and explaining why each successive tier costs more money.

This structure, experts say, gives customers a starting point. Instead of asking, “What should I buy?” they begin to think in terms of, “Which level fits my needs and budget?” When customers can clearly see the incremental benefits between tiers, they are more willing to stretch their budget. The conversation then shifts from, “What’s the cheapest option?” to “What do I get for a little more?”

That shift is critical, and it reframes the conversation from confusion to greater clarity. “The idea behind our strategy is to try to be as simple as we possibly can,” said David Moore, vice president, product management, Mohawk, which markets the RevWood, Pergo, Karastan and Quick-Step brands to targeted audiences. “The idea is that once the RSA qualifies the consumer and understands what they’re looking for from a performance perspective as well as from a budget perspective, then they know very quickly what section of the portfolio to walk that consumer through.”

The simpler the selection/ specification process for RSAs, the logic goes, the easier it is for them to sell and close the customer. At present, Mohawk offers RevWood in four tiers, but plans are under way to narrow that selection down to three: Essentials, Select and Plus. Within the Pergo lineup, there are three tiers: Originals, Preferred and Ultra. Ditto for Quick-Step—the brand that goes through distribution. This line comprises Select, Plus and Premier. Karastan, which has its own distinct sales force, resides at the top end of the spectrum.

More importantly, according to Moore, the entire offering is structured in such a way as to not have one brand cannibalize the others.

“The idea is that we design the lines to be complementary,” he explained. “We typically don’t cross over same spec for same spec.”

End-use consumption

Given the way consumers shop for laminate, it should come as no surprise that the residential replacement sector continued to account for the bulk of laminate flooring sales last year. FCNews research shows the segment grew its share slightly to 82.6% of sales.

Several factors continue to drive residential replacement’s dominance. First, laminate offers homeowners a cost-effective alternative to hardwood while delivering increasingly realistic wood visuals through advanced digital printing and embossed-in-register technologies. Second, modern click-lock installation systems make laminate particularly attractive for DIY projects and fast-turnaround renovations. Third, laminate’s scratch resistance appeals to households with children and pets, making it a practical replacement flooring option.

By comparison, the new residential construction market grew from roughly 12.7% of the market in 2024 to 15.4% last year, as builders shopped for lower-priced products.

Meanwhile, fewer laminate floors are being specified for high-traffic commercial applications as evidenced by the falloff in share from 1.3% of commercial sales in 2024 to less than half a percent in 2025. Commercial environments present different performance requirements. Offices, retail stores, healthcare facilities and educational buildings often prioritize long-term durability, moisture resistance, ease of maintenance and compliance with stringent specification standards. As a result, commercial specifiers frequently select LVT, sheet vinyl, rubber flooring, ceramic tile or carpet tile, products that generally offer superior moisture performance and proven life-cycle costs in high-traffic environments.

Note: FCNews’ laminate commercial estimates do not include Main Street applications— which are not typically specified by architects, designers or facility managers. Anecdotal research put the Main Street market at about 1.5% of total laminate flooring end use last year.

Declining imports

One of the more notable shifts with respect to U.S. laminate flooring sales in 2025 was a sizeable reduction in the amount of product shipped to American shores from Europe. Statistics provided by the European Producers of Laminate Flooring (EPLF) showed shipments to North America were off by 12.4% last year, with volume down 8.6% to the U.S. specifically. That’s a reduction of more than 176.6 million square feet.

It also represents a dramatic turnaround from 2024, when EPLF shipments to customers in North America increased nearly 9%. Looking at the U.S. in particular, EPLF shipments to America were up 7.3% in 2024. In fact, EPLF’s global shipments were up nearly across the board in 2024, with only several exceptions.

Still, European countries remain the largest exporters of laminate flooring to American shores. FCNews research shows Germany accounted for 40% of laminate imports last year. Meanwhile, research shows fewer and fewer laminate flooring imports from China. In 2024, laminate imports from China accounted for roughly 19%, down from 26% in 2023 and way down from roughly 70% in 2017. Last year, that share fell to approximately 15%. At the same time, industry observers have been tracking increased laminate flooring shipments from Southeast Asian countries, especially Vietnam, Cambodia and Indonesia.

One of the biggest factors impacting lower laminate import activity, experts say, has been U.S. trade policy. Since 2018, tariffs imposed on a broad range of Chinese-made products have increased the landed cost of imported laminate flooring. Additional anti-dumping and countervailing duty investigations involving wood-based products have further complicated sourcing decisions for importers, industry observers note. As a result, many distributors and retailers have shifted toward domestic suppliers or manufacturers located in some of the aforementioned Southeast Asian countries and other lower-tariff regions.

At the same time, North American laminate manufacturing capacity has grown as a result of the pivot. Major producers have invested heavily in U.S.- based manufacturing facilities, allowing them to shorten lead times, reduce freight expenses and provide more reliable inventory availability. The COVID- 19-era supply chain disruptions exposed the risks associated with long-distance sourcing, encouraging retailers and distributors to favor domestic supply chains whenever possible.

European laminate suppliers face a different set of challenges. While European manufacturers continue to produce some of the industry’s most technologically advanced products, they often struggle to compete on price in the value-oriented segments that drive much of the U.S. residential replacement market. Higher labor costs, energy expenses and trans-Atlantic shipping costs have widened the price gap between European imports and domestically produced alternatives.

Currency fluctuations have also affected competitiveness. A stronger euro relative to the U.S. dollar can increase the cost of imported flooring, while volatile freight rates have made budgeting more difficult for importers. In addition, some U.S. distributors report that longer transit times and larger minimum-order requirements associated with European suppliers reduce their flexibility in managing inventory. As a result, the U.S. market is becoming increasingly reliant on domestic production.

Down but not out

Much like other hard surface categories, laminate continues to strive to hold on to its share of the pie. Since its inception, the category has maintained at least $1 billion in sales. More importantly, it continues to evolve to include more features and benefits consumers and end users desire. It’s that drive, experts note, that will continue to propel the category forward.

“While modern laminate has evolved significantly in water resistance, durability, realism and overall performance, many consumers and even some retail sales associates still hold outdated perceptions of the category,” said Tom Wright, president of the North American Laminate Flooring Association (NALFA) and vice president of product management & innovation, laminate & hardwood, North America, Mohawk. As such, he emphasized the need for U.S. laminate flooring to differentiate in an increasingly crowded and competitive hard surface flooring market.

Indeed, the competitive landscape is changing the way laminate suppliers go to market. The combination of the influx of poor-quality, ultra-thin, entry-level SPC imports, and the focus on domestically produced laminate in a post-COVID-19 era, drove many retailers and distributors back into the arms of many retailers and distributors in search of more reliable shipments. In response, laminate flooring manufacturers have invested heavily in technological advancements that significantly improved laminate’s performance profile. Today’s premium laminate products feature enhanced water-resistant technologies, embossed-in-register visuals, attached pads and longer, wider plank formats that better replicate natural hardwood aesthetics.

That’s welcome news for laminate suppliers that maintain a significant stateside manufacturing footprint. For instance, Mohawk—with operations in Thomasville and Garner, N.C.— continually leverages its capabilities on both the manufacturing and design fronts. Whether it’s WetProtect, the latest click system or advancements in digital printing (i.e., Signature Technology), the goal is to continue to build upon its signature RevWood laminated wood line as interest in the laminate category remains high.

“We’ve always been, from a feature and benefit perspective, positioned at the ‘better’ and ‘best’ part of the market,” Mohawk’s Moore said. In particular, he cited the various RevWood tiers that provide retailers with trade-up opportunities. And it’s all made in the U.S.A. “That’s really where RevWood has made a name for itself. And then we’ve continued to expand that with our Pergo Elements products.”

Equally important, laminate has benefited from growing concerns surrounding PVC-based flooring products. As consumers become more educated about sustainability and indoor air quality, many suppliers are positioning laminate as a PVC-free alternative that still delivers durability and affordability.

“The environmentally friendly aspects of laminate flooring make it an ideal choice for today’s eco-conscious consumer,” Moore added, citing the amount of recycled content that goes into the fiberboard cores of most laminate flooring solid today.

Another key factor supporting laminate’s resurgence is durability. While some consumers continue to associate laminate with older-generation products prone to moisture damage, many modern laminates offer superior scratch and dent resistance compared to certain vinyl products. Proponents cite laminate’s wear resistance as a major selling point, especially for active households with pets and children. And in more recent years, the category has made strides in the battle to boost the product’s resistance to water damage and moisture incursion.

Tariff troubles

While internal and external competition continues to impact the category’s performance, perhaps no issue is creating more angst throughout the laminate flooring supply chain than tariffs. The U.S. flooring industry has spent several years adjusting to evolving trade policies, but recent tariff developments involving imported wood products and laminate flooring have intensified concerns among manufacturers, distributors and retailers alike. Several imported laminate and engineered wood products that were previously exempt from tariffs are now subject to reciprocal duties that can reach as high as 20%, depending on country of origin.

For an industry operating on relatively thin margins, these additional costs are substantial. Many laminate flooring products sold in the U.S. rely on globally sourced raw materials, including decorative papers, melamine resins and fiberboard cores. Tariffs on these imports are increasing manufacturing costs while simultaneously disrupting supply chain planning. Executives throughout the flooring industry note that rapidly changing tariff policies make forecasting landed costs extremely difficult.

Outlook

Despite these challenges, the outlook for the U.S. laminate flooring market over the medium to long term appears measured. While challenges related to tariffs, inflation and competitive pressures will likely persist, laminate flooring is benefiting from renewed consumer interest and meaningful product innovation. Industry executives generally expect the category to post modest growth as economic conditions stabilize and remodeling activity gradually improves.

“We were very bullish on the laminate market for 2025, and we remain with this sentiment for 2026,” said Derek Welbourn, CEO of Inhaus. “Last year, we expected the laminate business to be up on volume and prices over the previous year, which was arguably not supported by industry data. However, we feel that the category, which comes in new forms, has been under-reported. We expect laminate to be up in volume and revenue.”

In particular, Welbourn said he sees continued growth opportunities in the residential remodel sector and, by extension, the specialty retail base. “We will continue to focus and support this sector with our best products. As the market starts to rebound, we are confident that consumers will gravitate toward great products complemented by great service, which means the independent retail dealers. We are excited about the future.”

Other manufacturing executives, including Alex Decarie, business development manager, Egger North America, is also predicting an increase for the category when 2026 is in the books. “U.S. laminate should post low-to-mid single-digit growth this year,” he said. “With tariffs and cost inflation pressuring imported SPC, laminate is positioned to outperform the broader hard surface average on both units and mix.”

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