Lexington, Ky.—Florida Tile, a leading manufacturer of porcelain tile, has launched Claymont, a new collection inspired by handmade terracotta. Claymont features a soft matte finish and intricate cement-plaster relief structures that evoke artisan-crafted surfaces shaped by time and care.
“Claymont is a collection that feels both familiar and fresh,” said René Hale, senior product manager for Florida Tile. “Every tile reflects the warmth and character of handmade terracotta, paired with a refined elegance that fits beautifully into today’s spaces.”
The collection offers a powdery, nature-inspired color palette reimagined for modern spaces. The 10 colors include: Frosted Linen; Almond Mist; Silverstone; Sahara Sand; Dusty Rose; Golden Sky; Soft Sage; Saltwater; Midnight Slate; and Burnt Umber.
Designed for versatility, Claymont is suitable for kitchens, baths and modern gathering spaces. The line includes pressed 2 x 6, 2.5 x 12, 6 x 6, 6.5-inch star and 5-inch cross formats, making it suitable for both residential and commercial interiors. Claymont also carries GreenGuard certification, ensuring low chemical emissions and healthier indoor air quality.
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 Tip, Tom Jennings talks about the importance of making the ending magnificent. While the goal is obviously not to make mistakes at any juncture, it’s the final few minutes of a sales presentation that will be the most memorable to a customer.
Inspired by travertine, Daltile’s Calligo embodies the natural essence of stone.
The growing demand for personalization in tile flooring is more than a passing trend—it’s a shift in how consumers think about their spaces. Over the past decade, and especially in the last five years, homeowners have moved beyond one-size-fits-all solutions and are embracing interiors that reflect their individual tastes, values and lifestyles. In fact, personalization has evolved from a niche preference to a full-fledged design movement.
“The desire for personalization has grown steadily over the past 20 years, but it’s really taken off in the last five to 10 years,” said Dayna Holleyman, design manager of product marketing for Daltile, Marazzi and American Olean. “People no longer want generic spaces—they want their homes to reflect who they are. Homeowners are more focused now on creating spaces that feel personal, meaningful and uniquely their own.”
Terri Marion, product manager at Crossville, agreed, noting: “Tile is a really dynamic and wonderful medium for personalization, and the personalization domain has been growing at least over the last decade. People have grown accustomed to making things feel tailored to them. I think for the younger people it’s all they know. So that mindset has extended into their home spaces.”
The inspiration
The rise of digital culture has driven this evolution in consumer behavior, with social media platforms providing endless inspiration and raising the bar for uniqueness in design. “Social media has played a significant role in inspiring consumers with fresh ideas for home design,” said Lynda Portelli, VP sales and marketing, Imagine Tile.
MSI’s Exotika showcases a palette of greens, blues, purples and more.
Paulo Pereira, vice president, MSI, agreed, noting, “Social platforms like Instagram and Pinterest have amplified this demand, empowering consumers to curate and showcase their unique aesthetic preferences. In the home design space specifically, people are increasingly interested in creating spaces that feel personal and expressive—moving away from ‘one-size-fits-all’ solutions.”
The pandemic only deepened this desire for personalization. As people spent more time at home, they began to reassess how their spaces function and feel. “Personalization is about design that works for the individual,” said Kathy Greene, director of brand strategy and communications, Emser Tile.
“Today’s consumers want spaces that express who they are, moving beyond generic looks in favor of interiors that align with their style, habits and well-being. This desire for personalization accelerated during the pandemic, when remote work shined a light on how homes feel and function.”
Technology has also played a major role in making customization more accessible. Visualization tools and digital design platforms allow homeowners to preview layouts, patterns and colors before making a final decision—reducing risk while boosting creativity. All of this has contributed to a noticeable uptick.
The medium
Tile has proven itself to be one of the strongest mediums for personalization in the home. With its versatility in design, it allows homeowners to create spaces that reflect their individual style while maintaining durability and functionality. “
Emser’s Skite collection provides an opportunity for bold color choices and distinctive styling.
Tile stands out in the personalization trend because it’s incredibly versatile,” Dal-Tile’s Holleyman said. “Unlike carpet or wood, tile comes in almost any color, texture or pattern and works well both indoors and outdoors. From glossy, hand-painted looks to matte cement styles or custom prints, tile fits a wide range of design preferences. It also offers flexible layout options—like herringbone, chevron or mosaic—making it easy to create a truly personalized space.”
Emser’s Greene agreed, adding, “Whether someone is drawn to bold graphic statements and dimensional tile or prefers the luxurious look of marble, tile allows for your creative freedom. It also adapts to different lifestyles, for instance: stain-resistant finishes for busy households, slip resistance for aging in place or artisan details for those who value handcrafted design.”
The location
Luckily for those who turn to tile, the category is not only versatile in its design but in its application as well. Tile is the only flooring category that clads floors, walls and countertops, and installs indoors or outdoors. As such, a variety of opportunity is available to those who choose to design with tile.
“Personalization thrives in high-impact, functional spaces— making kitchens, bathrooms, outdoor areas and entryways especially conducive to this trend,” MSI’s Pereira said. “Kitchens and bathrooms provide an intimate setting to showcase creativity through textured and patterned floors viewed everyday by the designer. Homeowners are increasingly designing outdoor living spaces, such as patios and pool areas, as extensions of the home. They use coordinating indoor porcelain tiles to make indoor and outdoor spaces flow seamlessly, creating a unified and personalized design. They also personalize entryways and mudrooms with bold porcelain to create memorable first impressions.
“These spaces blend visibility and function, making them ideal for surface choices that reflect individual style and lifestyle needs,” Pereira said.
San Diego, Calif.—Arizona Tile introduced a range of new natural stone and porcelain tile products designed to inspire creativity and elevate any design aesthetic.
Natural stone
Calacatta Umber
For lovers of natural stone, Arizona Tile’s newest additions offer a rich palette of colors and textures. Atlantic Grey is a brownish-grey marble featuring dramatic variations from light to dark, while Jade blends sage green, cream and grey for a soft, organic look.
For those drawn to more neutral tones, Dolomite White is a dense, dolomitic marble with subtle linear veining that enhances its clean white background. Available in eight unique shapes, it’s a versatile choice for a variety of applications.
Calacatta Umber aims to bring timeless elegance with its white marble base and vibrant gold veining. Offered in two finishes and seven patterns—including a split 3D stack mesh.
The new Cloudy Limestone is available in 12 x 24 and 18 x 36 sizes and two finishes. Its density makes it ideal for both interior and exterior use, from floors and walls to fireplaces and more.
Arizona Tile is also introducing several new series that expand oitsur natural stone offerings with a variety of shapes and finishes. Highlights include the 4 x 16 Split, Large Chevron and Multi Finish Modella—each designed to bring texture and dimension.
Porcelain tile
Aequa Cirrus
Arizona Tile as unveiled new porcelain tile for the fall season.
Highlights include:
Invictus series: The Cross Cut and Vein Cut collections emulate the beauty of travertine with rich veining and organic patterns.
Intense series: Inspired by sedimentary limestone, this series features granules and micro-inclusions that mimic the look of embedded fossils, adding depth and character.
Gem series: A glazed ceramic wall tile with a dimensional twist, each mesh sheet includes a mix of flat, convex and concave 2 x 16 tiles for a dynamic visual effect.
Glam series: Made in Italy, this glazed porcelain tile features a subtle undulating texture and a glaze with organic variation. Available in both matte and glossy finishes, it comes in a wide range of vibrant and neutral colors.
Shen Series: Designed to evoke the calming essence of stained wood, American-made Shen offers the warmth of natural materials with the durability and low maintenance of porcelain.
Fray Metal series: This unique collection blends the texture of linen with the shimmer of metal, delivering a refined industrial aesthetic perfect for modern interiors.
Cove Series: A simple yet elegant American-made porcelain tile available in seven neutral tones and two formats: 12 x 24 and 2 x 2 mosaic mesh.
Arizona Tile’s 2cm R11 Anti-Slip Finish Porcelain Pavers extend your design from indoors to outdoors. Now available in additional series—including the wood-look Aequa (16 x 48) and concrete-look Konkrete (24 x 48)—these pavers are ideal for patios, pool areas, outdoor kitchens and commercial spaces. With high durability, resistance to mold and staining and no need for sealing, they’re perfect for freeze/thaw environments and high-traffic areas.
Since its inception in the U.S. market nearly 30 years ago, laminate flooring has long been the go-to category for installers in search of products that go down with relative ease. At the same time, the segment is also a perennial favorite among floor covering retailers looking to build a consistent DIY business. In recent years, however, independent specialty retailers—in conjunction with their supplier partners—have more aggressively pursued multi-tier marketing strategies that allow them to compete more effectively with home centers, while still providing trade-up options to improve their margin position.
“For specialty retailers, it is essential to present a complete range—from entry-level solutions to premium products,” said Celine Quervel, managing director for Classen Group, which operates several state-of-the-art laminate production plants in Europe. “Laminate allows exactly that when working with a manufacturer of scale. At Classen, we provide our partners with the bread-and-butter business they rely on every day, but also with step-up opportunities such as hybrid solutions, herringbone formats, extra-long planks and highly refined synchronized surface structures that are almost indistinguishable from real wood.”
Inhaus promotes a tiered product structure spanning four product ranges. Pictured is Landmark, a step-up product that carries an MSRP of $3.49 per square foot.
At Inhaus, another major European player known for its focus on innovation and high-quality, eco-friendly products, the focus is on reminding specialty retailers why it makes both business and economic sense to not play in a segment of the laminate flooring category that’s governed solely by price.
“The nature of big box when it comes to products is jack of all trades and a master of none, combined with limited or no service,” said Derek Welbourn, Inhaus CEO. “A winning formula is always to do what your competitors cannot do or will not do. In this case, we advise retailers to share their expertise and select partnerships with product lines that offer great value and generate happy, repeat customers.”
However, some industry executives don’t necessarily view the battle between specialty retailers and the big boxes as an “us versus them” scenario, per se, but rather a sparring match between entry-level laminate floors and step-up products that give retailers a greater incentive to dedicate space to the category in their stores. “We value the diversity of opportunities in the marketplace,” said Alex Decarie, business development flooring, North America, Egger.
At the same time, Decarie acknowledges the common belief that big box stores prioritize price above all. This gives specialty retailers an opportunity to differentiate themselves by selling value. They can also stand out by offering better product knowledge, superior service and curated selections. He noted that retailers would benefit from focusing on design consultation, upselling underlayment or installation services, and featuring exclusive product lines and collections.
Classen’s Quervel agreed, adding: “Through collaboration with Classen, retailers can position laminate flooring across the full price spectrum—from accessible entry-level to high-end premium offerings. We believe it is crucial to give consumers the full choice of options and enable retailers to address diverse needs while safeguarding healthy margins.”
Trade-up options galore
Engineered Floors’ Empower comes in a 7 x 48 plank size and boasts a durable AC4 wear rating.
In the meantime, suppliers are promoting laminate flooring product lines, collections and innovations that justify a more premium price tag. One example is the new PureGrain Renew collection from Engineered Floors. It is available across two platforms—Empower and Restore. These core trade-up products feature the latest design trends with stylish wood visuals that are popular with today’s consumers.
“These updated decors provide a fresh aesthetic that stands out from the more generic options found at big-box stores,” said Eric Ruppert, senior director of product marketing and category management. “These products offer specialty retailers a distinct advantage over big box stores by providing a significant step up in quality, design and performance. Unlike commodity-level laminates, these collections are designed for customers seeking a durable, high-end look and feel that justifies a higher price point.”
Eternity Flooring continues to expand its growing laminate flooring offering. The company aims to cover all the bases to meet virtually any consumer’s need. Its lineup includes Sequoia XL Waterproof Performance Laminate and Santiago XL Waterproof Performance Laminate. It also offers Voila 5G, a high-performance, ultra-matte waterproof laminate, along with EcoDense Hybrid Carbon Core Technology Waterproof Laminate. Additional products include AquaFi, an American-made line with an attached acoustical pad, and Hyperion XXL Waterproof Performance Laminate.
“Eternity offers several standout laminate collections designed specifically to help specialty retailers trade up to products that are hard to replicate or find elsewhere,” said Isaac Lee, corporate sales, marketing & product development manager.
Other major, quality-minded laminate flooring producers are working closely with retailers to ensure they have a full breadth of product that offers ample tradeup opportunities. Mohawk, for instance, offers its increasingly popular RevWood lines across several tiers, including RevWood Essentials, Select, Plus and Premier. According to David Moore, VP of product management, wood and laminate, this is designed to give retailers more flexibility when consumers are doing comparison shopping.
Indeed, the winning strategy for many suppliers is to provide a tiered structure that allows specialty retailers to tell the trade-up story. Take, for instance, Inhaus’ signature Ecolam, Visions, Landmark and Manor collections. The product lines offer manufacturer suggested retail prices spanning $1.79, $2.29, $3.39 and $3.99, respectively.
“Our products range from water resistance for our entry-level products (Ecolam and Visions) to our waterproof Landmark line,” Welbourn said. “With the innovation of Ecolam, we have created the highest value product in the laminate category. This innovation was largely in response to the success of SPC vinyl, where a thinner, less expensive product has become a major category. All of our products offer a renewable, high-density, fiber-based core. All our laminate collections offer our patented angle-drop locking system.”
Leveraging technology
Egger laminate flooring features state-of-the-art EIR finishes for enhanced realism and are highly water-resistant.
Increasingly, laminate flooring suppliers are employing technological capabilities to develop a market for more premium products. “We offer long and wide, water-resistant laminate designs that deliver premium visual impact,” Egger Flooring’s Decarie said. “Due to their larger plank format, these can be challenging to merchandise in typical big box settings making them ideal for specialty retailers seeking differentiation.”
Leveraging technical innovations is also central to Tarkett Home’s strategy in helping its specialty retailers compete with entry-level products. The company’s ShoreFlor laminate line features Searenity Waterproof Technology. It aims to give retailers more tools to lift customers out of the open price point range for laminate. ShoreFlor is made in the USA and rated AC4 for wear performance. It can handle busy households, making it a great option for high-traffic areas. At 12mm thick, including a 2mm attached acoustical pad, ShoreFlor combines realistic visuals with durability. A painted bevel on all styles enhances the look, resulting in a worry-proof floor.
“Tarkett Home’s ShoreFlor with Searenity Waterproof Technology takes laminate to the next level for the specialty retailer,” said Travis Cramer, VP of sales and product management, Tarkett Home. “It delivers the premium features that a homeowner is looking for—waterproof, steam-mop approved, AC4 rated for durability and made in the USA—and offers it at value that sets it apart from other flooring options.”
Another standout is AquaProof from HF Design. The product blends breakthrough waterproof technology with the elegance of real hardwood visuals with Hi-Def Print Technology. “Its ultra-durable AquaCore hybrid core provides exceptional dimensional stability with one of the lowest swell ratios in the industry, while EIR textures deliver a handcrafted wood feel that is virtually indistinguishable from real hardwood,” said Alex Shaoulpour, president. “This combination of beauty and performance gives retailers a clear upsell path from entry-level laminates to a product that justifies a higher price point.”
AquaProof retails in the $4 per-square-foot range, placing it in the mid-premium waterproof laminate segment. The tradeup line, AquaProof XL, selling above $4 per square foot, aims to takes the value proposition even further. Its extra-wide, 72- inch planks and thicker 12mm or 14mm construction (including an integrated foam underlayment) deliver a premium and performance that justifies a higher cost price. “This premium aesthetic along with comfort features appeal strongly to design-driven customers who are a little less price-sensitive, while giving dealers room to maintain or even increase margins,” Shaoulpour said.
Another standout is the Sequoia line from USMills. Its ultra-matte and textured surface is crafted using a newly developed proprietary innovation creating an authentic wood-like look and feel. The 24 unique 9.5-inchwide x 70-inch long planks eliminate pattern repeats, further enhancing the resemblance to natural flooring. The core has been specially treated and engineered. This process provides greater stability and water resistance compared to traditional wood flooring products.
The popular Restoration collection from Mannington is also packed with premium features, according to John Hammel, senior director, residential hard surfaces. “These include TruDetail styling that allows for up to 24 unique planks per color, our new SculptedEdge bevel, new 60-inch-long planks and SpillShield technology that allows for steam mopping. Those features, combined with a premium 12mm thickness, have given Mannington a leadership position within the premium laminate market, focused on the needs of independent specialty retailers.”
While some suppliers are utilizing technology/performance in their trade-up marketing stories, others are focusing more keenly on visuals and styling to get consumers to fork over more money for their laminates. Take Stanton Design, for example. The company is long known for its high-end, luxury soft surface offering. In recent years, it has expanded that cachet to include the hard surface arena, and laminate is a big part of that objective. Sales of its signature NuvoLux and NuvoMax collections are trending ahead of projections, according to Jamann Stepp, senior vice president of hard surface.
“With these lines we’ve created a really nice 24-SKU collection that holds its own against some of the leaders in the marketplace,” Stepp stated. “It’s all about the visuals, the overall richness, the textures and the palette of color from light to dark and everything in between. Part of our challenge now has been keeping up with the demand.”
The BLVD collection features a 12 mm construction, making it noticeably stiffer, quieter and more substantial than entry-level 8–10 mm AC3 options.
Another brand with a highend affiliation is Urbanfloor, which initially made a splash in the hardwood arena. But with its breakthrough The BLVD collection and Kronospan-branded line, the company is looking to stand apart from the entry-level laminate field. Designers created the products to convey an authentic look and feel, using embossed-in-register textures, micro/pressed bevels and wide 7.6-inch planks that mimic modern European oak visuals.
Shaw Floors, which recently re-entered the competitive laminate arena, is looking to make a statement with high-end products Oak Grove, which is 10mm thick and Oak Crest, which is 12mm thick. The former features a modern rustic look available in seven colors, ranging from lighter to medium-toned neutrals and browns, while the latter features a blonde, lighter taupe oak visual with more subdued graining for a a cleaner aesthetic overall. “We’ve positioned these two products as superior offerings, with pricing that reflects their quality,” said Natalie Cady, hard surface product director. “MSRP will range from $5.79 to $6.49.”
Cali is carving out market share in the upper-end laminate arena with its Santa Cruz and Mavericks offerings. Santa Cruz showcases NaturMatte surface texturing. This breakthrough technique, according to CEO Doug Jackson, creates authentic wood depth customers can actually feel. “It’s 100% waterproof with extra-broad, 72-inch planks and a 2mm attached XPS pad for superior comfort,” he said. “Mavericks takes it even further as our most premium laminate collection. At 86 5 /8 inches long and 9 7 /16 inches wide, it’s our longest waterproof plank. When customers see these planks, they’re not thinking ‘budget laminate;’ they’re seeing premium flooring that happens to be waterproof.”
Hallmark’s Crescendo collection aims to make a dramatic statement with its 7 footlengths and 9.68-inch widths.
SLCC Flooring designed the Pacific Vineyard Collection to give retailers a premium product that’s easy to upsell. It aims to score points in both aesthetics and performance. The product offers an authentic look and feel, thanks to EIR textures. Its AC4 rating ensures resistance to scratches, stains and wear. In addition, the product’s 100% waterproof construction makes it safe for areas prone to moisture.
Even newcomers to the laminate category are banking on the upper end of the market to grab share. Hallmark’s namesake Waterproof Laminate Collection, which makes its debut this year, is billed as a “distinctively designed offering with longer lengths and wider looks to beat the run-of-the-mill box store offering hands down,” said Mark Casper, vice president of sales and marketing.
“Our biggest challenge is finding employees willing to put the effort into showing up to work and giving it their all eight hours a day. There aren’t pre-screening tools out there that can gauge a person’s work ethic. We must try them out and see where things end up. We have been blessed to find people who want to work hard every day.”
—Ryan Boender
Sackett’s Flooring Solutions
Kalamazoo, Mich.
“The biggest challenge in recruiting today is lack of work motivation. In Silicon Valley, many are drawn to the allure of high-tech roles but lack practical commitment. Plus, competing with the area’s high salary expectations makes it difficult to attract talent.”
—Rick Oderio
Conklin Bros
San Jose, Calif.
“Our biggest challenge is finding people with the right mindset and integrity to grow with us. In flooring/ remodeling, skill matters, but culture fit matters just as much. You can teach skills, but character is another story. We’re growing teams rooted in accountability, adaptability and pride in doing things the right way.”
—Mindy Lawley
Brian’s Flooring & Design
Birmingham, Ala.
“For us it’s been a struggle to find the right mix of pay and benefits. Finding people willing to work for straight commission is also difficult.”
—Joe Elder
Hiller’s Flooring America
Rochester, Minn.
“Our focus is finding the next generation to bring into our company so we can better implement the use of technology into our business. Our biggest challenge is positioning the flooring industry as the incredible opportunity it provides for a lifelong career as we compete with other industries that appear to be more attractive to someone just starting out on their career path.”
Bloomington, Minn.—All Surfaces, a flooring and supplies distributor, announced plans to open a new distribution facility and showroom in Nashville. The new location will launch later this month.
The company distributes floor coverings and installation supplies to retail and trade professionals across 17 states. According to the company, the expansion positions it to better serve its customers.
“We are thrilled to bring All Surfaces to Nashville, a city known for its growth and energy,” said John DeYoung, CEO. “This new location allows us to better serve our customers with the support of our trusted supplier partners. Backed by our employees’ expertise and our logistics and inventory capabilities, we’re confident this branch will provide the same level of excellence and reliability our customers expect.”
Lexington, Ky.—Florida Tile, a leading manufacturer of porcelain tile, has launched Claymont, a new collection inspired by handmade terracotta. Claymont features a soft matte finish and intricate cement-plaster relief structures that evoke artisan-crafted surfaces shaped by time and care.
Every two weeks, 
“The biggest challenge in recruiting today is lack of work motivation. In Silicon Valley, many are drawn to the allure of high-tech roles but lack practical commitment. Plus, competing with the area’s high salary expectations makes it difficult to attract talent.”
“Our biggest challenge is finding people with the right mindset and integrity to grow with us. In flooring/ remodeling, skill matters, but culture fit matters just as much. You can teach skills, but character is another story. We’re growing teams rooted in accountability, adaptability and pride in doing things the right way.”
