Washington, D.C.—The National Association of Home Builders (NAHB) praised President Donald Trump’s executive order aimed at reducing housing costs and improving affordability for American families.
Bill Owens, NAHB chairman and a home builder and remodeler from Worthington, Ohio, issued the following statement in response to the order:
“NAHB commends President Trump and his administration for making housing a national priority. The president’s executive order will help reduce single-family housing and mortgage costs. We urge the administration to continue its efforts to reduce regulatory burdens to make housing more affordable for all Americans.”
The executive order focuses on lowering housing costs, while NAHB continues to advocate for fewer regulatory barriers to improve affordability.
Louisville, Ky.—Louisville Tile Distributors has launched Kosen, a glazed porcelain tile collection within its curated Wilcox Fifty Five line.
Inspired by handcrafted ceramics, Kosen combines natural textures with contemporary design. The collection features matte and glossy finishes with multiple graphic faces that create subtle variations in texture and appearance.
“The addition of Kosen to the Wilcox Fifty Five collection reflects our deeply intentional and meticulous curation process,” said Catherine Buehre, vice president of product development for Louisville Tile. “By traveling the globe, we keep our finger on the pulse of emerging design trends, allowing us to deliver unparalleled, world-class aesthetics to our clients.”
Kosen collection features
The new collection offers modular formats for interior and exterior applications, including bathroom walls and kitchen floors.
The collection includes:
Four tonal matte colors in 2 x 6 inch brick and 4 x 6 inch formats
Four glossy colors in a 2 x 6 inch format
Coordinating jolly trim for finished edges
The glazed porcelain construction provides durability and easy maintenance, according to the company.
Dalton—Novalis Innovative Flooring has earned certification under the latest SCS ASSURE Certified standard across its entire global rigid core flooring portfolio. The certification provides independent verification of the company’s manufacturing standards and product quality.
The certification spans manufacturing operations in five countries across three continents. It covers Novalis-owned brands and qualifying private-label programs.
As the rigid core flooring market continues to expand, manufacturers face increasing scrutiny over product quality, materials and long-term performance. Novalis said third-party certification remains central to maintaining consistent standards across its global operations.
“There’s no shortage of vinyl flooring on the market today, but there’s a big difference between making a floor that looks good and making one that performs for years,” said John Wu, CEO of Novalis Innovative Flooring. “We’ve been in this business long enough to know that the details matter, from the materials we use to how every product is manufactured. Our teams hold every facility to the same standards, no matter where in the world we’re producing flooring. We continue to put ourselves to the test because customers deserve flooring that’s made to last and they deserve to know we’re doing the work to make sure it does.”
Updated standard strengthens performance requirements
The Resilient Floor Covering Institute (RFCI) developed the ASSURE Certified program in collaboration with SCS Global Services in 2020. The program established consistent quality standards as the rigid core flooring market grew.
Novalis was among the first manufacturers to earn certification and continues to meet the program’s updated requirements.
The certification process includes independent evaluations of indoor air quality, product performance, heavy metals, ortho-phthalate content and manufacturing quality controls.
The latest SCS-111 Version 2.1 standard introduces an additional edge-strength requirement. Independent testing must verify that rigid core flooring locking systems meet a minimum threshold of 17 pounds-force.
Certification covers global product portfolio
Novalis’ certification includes stone polymer composite (SPC) and expanded polymer core (EPC) flooring. The covered constructions include wood polymer composite (WPC) and lightweight SPC (LSPC).
The certification applies to products sold under the company’s AVA, NovaFloor and DuraDecor brands, along with qualifying private-label programs. The certification also reinforces Novalis’ commitment to consistent manufacturing practices and long-term product performance across its global operations.
Mountville, Pa.—AHF Products announced price increases of up to 7% on select residential and commercial flooring products, effective Jan. 4, 2027.
The increases will apply to affected products and collections shipped on or after that date. Adjustments will vary by product and collection.
“These adjustments reflect ongoing inflationary pressures across the supply chain,” said Jennifer Zimmerman, chief commercial officer. “We continue to take steps to minimize the impact of these pressures while maintaining strong service levels and delivering high-quality flooring solutions to our customers.”
As a U.S.-based manufacturer, AHF Products said it remains committed to domestic production and reliable service. The company also emphasized its commitment to providing dependable supply options as customers and partners navigate continued geopolitical uncertainty.
Lebanon, Tenn.—Wonder Porcelain recently welcomed 65 industry partners and clients to its two-day Wonder NOW event here. The company showcased new porcelain tile collections, highlighted recent technology investments and offered an inside look at its manufacturing operations.
The event marked the first time Wonder Porcelain hosted a gathering of this scale. Under the theme “The future of American-made porcelain isn’t next. It’s NOW,” the company emphasized its commitment to domestic manufacturing and product innovation.
Attendees toured Wonder Porcelain’s updated showroom, explored its mosaic capabilities and received a preview of larger-format tiles the company plans to produce in the United States.
Three new collections take center stage
Wonder Porcelain introduced three fall collections featuring new finishes and advanced ink technology.
Cremara features a matte finish with Sculpted Gloss accents. The application adds a subtle sheen to the soft veining of Crema Marfil-inspired tile. The collection also comes in a polished finish and a 12 x 12-inch format.
Slatera Stone features a matte Structure Finish engineered to achieve a dynamic coefficient of friction (DCOF) of 0.60. The textured surface makes the collection suitable for interior and exterior applications, including high-traffic areas.
Aureline features a matte Reflective Gloss Finish that highlights the natural shimmer of marble-inspired veining. The technology creates a three-dimensional carved effect. Wonder Porcelain also offers Aureline in a polished finish and 16 x 32-inch and 32 x 32-inch formats.
According to the company, the collections reflect its recent investments in advanced ink technology and expanded design capabilities.
A closer look at manufacturing
Beyond the product introductions, Wonder Porcelain gave attendees an interactive look at its manufacturing operations.
Rather than conducting a traditional plant tour, employees hosted individual stations throughout the facility. Team members explained their roles, demonstrated manufacturing processes and answered questions from visitors.
Dave Godlewski, vice president of sales and marketing, guided guests through the plant and highlighted the company’s advanced manufacturing technology.
“The reaction from our clients over these two days was nothing short of spectacular,” Godlewski said. “By bringing our customers face-to-face with the very people who craft these materials, we provided a truly exclusive and educational experience. Our new Fall collections and ink technologies prove that Wonder Porcelain is at the forefront of design and innovation.”
The event allowed customers to connect directly with the employees responsible for producing the company’s tile.
“In this uncertain and shifting market, Wonder Porcelain is not pulling back—we are aggressively investing in our technology, our facilities and our incredible team,” said Jacky Huang, CEO of Wonder Porcelain. “The Wonder NOW event is a testament to our commitment to the US market. We want our partners to know that we are pushing boundaries and setting new standards for American-made porcelain today, not tomorrow.”
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, Melissa Thome highlights ADP’s special offer and how members can access the savings.
The flooring industry has talked about the installer shortage for years. But at the upcoming CFI Convention, scheduled to take place Nov. 10–12 at the Marriott Chattangooga Downtown, a panel of industry leaders will challenge attendees to consider a bigger question: Are we truly building a skilled workforce for the future—or are we simply borrowing the workforce we already have?
The question will be explored during a 90-minute interactive panel discussion in which I will serve as moderator. The discussion, which is designed for both commercial and residential flooring professionals, moves beyond simply recruiting more installers. Rather, it will explore what happens after someone enters the trade: how they are educated, how technical knowledge is passed from one generation to the next, whether professional competency is recognized, and whether flooring offers a career path strong enough to attract—and retain—the next generation.
The panel members represent several distinct perspectives across the flooring industry: Roy Allen Lewis, RAL Flooring; David Chambers, Nebraska Furniture Mart; Sandon Carson, Mohawk Industries; David Gross, executive director of INSTALL; John Steier, Steier Flooring; and Greg Wrenn, International Flooring Company (IFC).
Together, they bring decades of experience in installation, manufacturing, flooring dealership operations, workforce education, apprenticeship, technical training, business ownership and installer advocacy. That diversity is intentional. Building a sustainable workforce cannot rest on one organization or one segment of the industry. It requires manufacturers, flooring dealers, educators, training organizations, employers and installers to understand how their decisions affect the people entering—and remaining in—the profession.
Among the questions the panel will tackle: Is flooring installation a career talented young people intentionally choose—or simply one they happen to find? Does greater skill and continuing education lead to greater opportunity? Are experienced installers passing along current, technically correct practices—or sometimes repeating methods simply because “we’ve always done it this way”? And after a new installer receives formal training, who is responsible for protecting and reinforcing that education once they reach the jobsite?
The conversation will also examine the true value of quality installation. A flooring product may be engineered, tested and marketed to perform at the highest level, but ultimately the customer’s experience can depend on the professional who installs it. The panel will discuss how installation quality affects manufacturers, flooring dealers, employers, customers and the reputation of the industry as a whole.
Most importantly, this will not be six individual presentations. The session is structured as a conversation, with panelists building on one another’s perspectives—and with installers in the room invited to participate. Their experience from the jobsite will be essential to identifying what is working, what is not, and what must change.
The goal is not to announce another committee, task force or industry initiative. It is to challenge every part of the flooring community to ask what it can do differently to recruit, educate, mentor, recognize, advance and retain skilled flooring professionals.
The future of flooring installation will not be determined simply by how many people enter the trade—it will be determined by the kind of professionals we help them become, and whether we give them a reason to stay.
Attendees are invited to help shape the discussion in advance. Send questions to me at kwhitener@fcef.org with “CFI Convention” in the subject line.
Kaye Whitener is executive director of the Floor Covering Education Foundation, a non-profit organization dedicated to promoting recruitment, training and retention of floor covering installers. For more information, email kwhitener@fcef.org.
Washington, D.C.—The National Association of Home Builders (NAHB) praised President Donald Trump’s executive order aimed at reducing housing costs and improving affordability for American families.
Louisville, Ky.—Louisville Tile Distributors has launched Kosen, 
Dalton—
Mountville, Pa.—
Lebanon, Tenn.—Wonder Porcelain recently welcomed 65 industry partners and clients to its two-day Wonder NOW event here. The company showcased