E by Emser Tile forecasts upcoming trends

Los Angeles, Calif.—E by Emser Tile, a luxury tile brand, has unveiled its 2026/27 interior design trend forecast, which highlights a shift toward emotionally-driven spaces, expressive surfaces and intentional luxury.

“We’re seeing a shift away from interiors that simply look beautiful and toward spaces that create a feeling,” said Carly Ghodsian, product design & curator of E by Emser Tile. “Designers are using texture, dimension and materiality in much more intentional ways to evoke emotion and tell a story. The details that once played a supporting role are now becoming the focal point.”

Design directions influencing interiors for late-2026 into 2027 include:

• Emotional Design: A well-designed space sets a mood, and tactile surfaces, dimensional materials and bold designs help create engaging environments.
• Nature, Reimagined: While organic inspiration remains influential, its presence is more refined and elevated. Rather than rustic imitation, there is a gravitation toward natural textures and tonal warmth seen through a modern luxury lens.
• Texture and Light Become Architectural Elements: Statement walls and dimensional surfaces continue to bring spaces to life, and tile is increasingly being used to amplify the depths and shadows that create movement.
• Pattern Replaces Decoration: Designers are integrating bold patterns and surface geometry directly into the architecture of the home, and decorative surfaces are becoming focal points that define a room’s identity.
• Authenticity Matters More Than Ever: Artisanal variation and subtle imperfection are valued for the warmth and authenticity they offer, and consumers continue to value materials that feel human, tactile and unique.
• Wellness and Personal Expression Drive Luxury Buying: The psychology of luxury is shifting consumer priorities toward wellness, comfort, intentional investment and artistic self-expression. Homes are becoming more personalized and experience-driven, with surfaces playing a central role in shaping that identity.

These design themes can be seen across E by Emser Tile’s portfolio, through expressive textures, layered finishes and contemporary interpretations of natural materials designed for both residential and commercial environments.

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Tuesday Tips: The importance of celebrating progress

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, shares a simple reminder: recognize the small wins. When someone new gets it mostly right, encourage the effort. That support builds confidence and helps progress stick.

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Subfloor prep products ease the task at hand

It’s been said that skipping subfloor preparation—or doing a shoddy job—is akin to building a house on a sinking foundation. No matter how beautiful or expensive the new floor is its structural integrity and lifespan are doomed from the start.

Failing to clean, level or secure the subfloor leads to a domino effect of costly problems. Conversely, proper prep work ensures the structural warranty remains intact and the floor performs as intended.

Manufacturers/suppliers of subfloor-prep materials have been addressing this issue with products that guarantee a professional installation.

Here are some of the latest products:

Küberit

A flawless subfloor prep job means nothing if your transition profile causes the floor to buckle. Floating floors demand room to breathe. Küberit’s Clip System Profiles are an installer’s problem solver featuring advanced friction-locked technology and two-part systems allowing up to a half-inch of expansion. They bridge gaps safely, snapping tightly onto subfloor-anchored tracks without visible screws. It’s the ultimate safeguard for subfloor prep, ensuring a stress-free, professional renovation.

Performance Accessories

Mohawk Performance Accessories enhances subfloor preparation with a fully integrated system built for speed, precision and confidence on every indoor and outdoor job. RealPrime maximizes adhesion and seals porous surfaces, MasterPatch provides smooth, fast-setting repairs without trowel marks and UltraSmooth delivers flat substrates up to 3 inches (4 inches with added aggregate) in a single pour. Together, these high-performance solutions empower installers to create the perfect, install-ready foundation for beautiful, long-lasting floors in less than 24 hours.

Custom Building Products

CustomTech TechLevel 150 self-leveling underlayment helps contractors achieve smooth, flat subfloors with less time and effort. Its low-prep formula streamlines installation by requiring only cleaning, priming and pouring, helping crews improve productivity and stay on schedule. Engineered with Controlled Cure Technology, TechLevel 150 delivers consistent performance, superior crack resistance and high compressive strength. The result is a durable, dependable substrate that supports successful installations of resilient flooring, carpet, wood, tile and other floor covering materials.

Sika/Schönox

The Sika Secure System is a combination of solutions warranted to perform optimally with one another. Sika MB is a two-component epoxy that mitigates moisture up to 100% RH/25 lbs. SikaLevel-02 EZ Primer is an acrylic primer for use on non-porous substrates that can be applied directly over top. Lastly, Schönox XM is a cement-based, self-leveling and smoothing compound with high strength properties. “This system package is one example of using the Sika Secure System to elevate your installed floor,” said Shane Jenkins, technical director, Sika Corp.

Taylor Adhesives

Most installers would agree that moisture is one of the biggest challenges they face on a jobsite. Taylor’s solution to that challenge is Sahara, an unlimited moisture vapor barrier, elastomeric membrane. Sahara is rated at 100% RH with no pH or moisture vapor emissions testing required. For added peace of mind, Sahara comes with a 10-year warranty, including a lifetime warranty if installed by a CFI certified installer.

TotalWorx

PrepWorx is TotalWorx Accessories’ dedicated floor preparation portfolio, designed to help retailers and installers control the most critical part of any flooring job: the subfloor. The collection includes a broad range of patching compounds, self levelers, primers, crack repair solutions and moisture management systems—all engineered to work together as a system and simplify decision making at the jobsite.

PrepWorx includes pro-grade products and solutions designed to streamline surface preparation before installation. From moisture solutions to leveling subfloors, PrepWorx helps ensure every job starts right.

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Stanton Design launches B2B portal website

Woodbury, N.Y.—Stanton Design announced the launch of its newly enhanced B2B portal website experience, designed to create a more intuitive, connected and visually engaging experience for retailers and trade partners.

The new B2B platform introduces a broad range of enhancements focused on simplifying the product discovery process, streamlining workflows and elevating the overall customer experience across Stanton’s expansive portfolio of soft and hard surface products.

One of the most impactful upgrades is Stanton’s enhanced search functionality, allowing users to search products using descriptive attributes and keywords such as “blue stripe,” “WPC,” “laminate,” color, construction types and product features. The improved search experience enables customers to quickly and efficiently navigate Stanton’s product portfolio with greater precision and ease.

The new portal also introduces an advanced multi-rug quoting capability, allowing customers to create a single quote containing multiple rug configurations from the same style, color and finish, significantly improving the quoting process for larger residential, designer and commercial projects.

“The new B2B portal was designed with the customer experience at the center of every enhancement,” said Christine Zampaglione, Stanton’s vice president of marketing. “From smarter search functionality and advanced rug quoting tools to enhanced visuals and educational content, every improvement was developed to help our retailers and trade partners work more efficiently while delivering a more inspiring and connected digital experience.”

Additional enhancements include:

• Improved stock check visibility and streamlined sample ordering
• Integration of Payer Express for faster, safe and more convenient payment processing
• Enhanced product visuals and an upgraded user interface for a more modern experience
• Advanced zoom functionality that allows users to closely examine fibers, textures and product details
• Similar product recommendations powered by color, pattern, width and category affinities
• Simplified category navigation for Stanton’s core product categories including carpet, rugs and hard surface
• Expanded storytelling tools featuring user guides, educational content and B2B training videos to better support retailer onboarding and product education

For soft surface products, the platform now recommends complementary styles based on color and pattern similarities, while hard surface recommendations are intelligently driven by attributes such as color, plank width and visual style, helping retailers and designers discover coordinating solutions more efficiently.

In conjunction with the B2B launch, Stanton will also be unveiling an enhanced consumer website experience in the next few weeks that further connects consumers with Stanton’s retail partners. The updated consumer platform provides consumers interested in purchasing Stanton a far superior user experience with enhanced visuals and myriad inspiration.

“The primary goal of our enhanced consumer site is to inspire the consumer through beautiful imagery, educate them with our content and highlight designer and retailer projects,” Zampaglione said. “In turn, we capture the lead and connect them with our retail partners to have confidence in choosing Stanton for their home.”

The launch reflects Stanton’s continued investment in innovation, digital transformation and retailer support as the company expands its position as a complete design destination for luxury flooring and custom rug solutions.

“As Stanton continues to evolve into a more integrated design-driven brand, it was critical for our digital platforms to evolve alongside us,” Zampaglione said. “The enhanced consumer website and retailer portal create a stronger connection between inspiration, product discovery and retailer engagement, while also helping our retail partners capture and manage qualified leads more effectively.”

For more, visit here.

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WPC segment finds its second wind at retail

IFC’s Harbor Oak from its Canopy Comfort Premium collection.

I wonder if you’ve heard this story.

A product category emerges, gains traction and then explodes seemingly overnight. Manufacturers rush in, competitors follow and retailers fill their showrooms with the latest innovation. Then comes the inevitable challenge: maintaining quality (and differentiation) as the category becomes increasingly crowded.

Sound familiar? That cycle played out over the last decade-plus with SPC, finally culminating in a race to the bottom where independent flooring retailers across the country were forced to grapple with failures in the field. What was essentially billed as the bulletproof option became riddled with performance breakdowns due to shoddy imitations of SPC that flooded the market at an unprecedented rate.

These challenges have encouraged retailers to take a closer look at construction, specifications and long-term performance. As a result, many are becoming more selective about the products they carry and the manufacturers they partner with.

It’s also propelled WPC back into the forefront, a resilient rigid core construction with decades of reliable performance under its belt and nearly zero bad experiences to note.

A premium alternative (again)

The rigid core subcategory’s first love (WPC) is making headlines again as it helps to clean up some of the mess SPC left in its wake. While SPC remains an important part of the resilient category, WPC is increasingly finding favor among retailers looking to offer consumers an alternative to SPC without the fear of installation hiccups and eventual failures.

Plus, the appeal is as it has always been. WPC typically delivers a thicker overall construction, greater comfort underfoot and improved sound absorption compared to many traditional SPC products. For consumers, that translates into a floor that feels warmer, quieter and more substantial.

At the same time, WPC provides retailers with a natural trade-up opportunity. Rather than competing solely on price, dealers can focus the conversation on performance, comfort and overall value.

“When customers look for a step-up in luxury vinyl, WPC has consistently been our go-to recommendation,” said Bruce Odette, president, Carpet Exchange, Denver.

Other retailers agreed, also noting the construction’s installation prowess. “We love it,” said Terry Hach, Floors 2U, Rocky River, Ohio. “It’s a little more forgiving [than SPC] if the subfloor isn’t perfect, and we have never had a locking system failure with one.”

That does not mean WPC is inherently superior to SPC. Both constructions have earned their place in the market, and both continue to meet specific consumer needs. Rather, it reflects the recognition that rigid core flooring is not a one-size-fits-all category.

What’s more, while WPC’s comeback may show parallels to SPC’s rise, suppliers agree the same outcome is unlikely. WPC typically requires a greater investment from a manufacturing standpoint. The construction is more complex and production costs are generally higher. As a result, the category has not experienced the same flood of low-cost entrants that characterized portions of the SPC boom. That higher barrier to entry tends to favor more established manufacturers with stronger technical capabilities, more mature quality control processes and a long-term commitment to the category.

Could WPC eventually become crowded? Certainly. However, suppliers agree the economics surrounding WPC create a different dynamic than what the industry experienced during SPC’s rapid rise.

Retailers agree there are a variety of proven suppliers that they lean on. “We are crushing it [with WPC]!” said Kurt Drechsler, Matt The Carpet Guy, Selbyville, Del. “Karndean, Mannington, COREtec and IFC—just to name a few.”

Following are just a handful of retailers FCNews spoke with across the country who are turning to WPC.

“One of the first things people notice about WPC is how comfortable it feels to walk on compared to many thinner SPC floors. The added thickness gives the floor a little more substance underfoot, creating a feel that many homeowners prefer. Beyond comfort, the thicker construction also provides a greater sense of value and quality. While SPC certainly has its place, WPC remains a strong choice for homeowners seeking a more premium luxury vinyl floor.”

—Bruce Odette
Carpet Exchange
Denver

“[The market] seems to be going that way (WPC). I’m fine never selling SPC again. We haven’t necessarily seen growth in WPC, but we are showing more WPC now vs. SPC. We’d rather install a product with a thicker locking mechanism anyway.”

—Bobbi Jo Baltz
Woodstock Flooring & Design Center
Weston, Wis.

“Here in Illinois we sell predominantly WPC. For our customers, it’s more comfortable to walk on by far—and thicker, of course.”

—Brian Koltun
America’s Flooring Store
Arlington Heights, Ill.

“Both WPC and SPC perform well as long as they are made with sufficient thickness. Of course, they also need to come from reputable manufacturers or brands that do not cut corners on material quality or formulation. We’ve installed tons of 8mm WPC with no issues at all. No complaints whatsoever.”

—Winston Zheng
Unique Wood Floors
Minnesota

“It’s 60% of our residential business, which has flipped from SPC. No claims, no hassle, fantastic visuals.”

—Arthur Scheel
Flooring Galaxy
Brentwood, Mo.

“I’m putting WPC in my home. [We like] the way it sounds when you walk on it. If you drag or drop something on it, the sound isn’t as plastic as SPC.”

—Andrew Uhacz
Floor City
Vancouver, Wash.

“We sell more LVP than anything else—and LVP is what clients typically ask for when they come into the store. We also advertise it.”

—Ralph Vis
Bert Vis Flooring
Dunnville, Ontario, Canada

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Retailers React: Is the customer always right?

Every two weeks, FCNews seeks out flooring retailers across the country to offer their advice on hot topics of the day. This week, we asked: Is the customer always right?

Here are their responses:

“No, the customer is not always right, but we give them a very long leash. The Internet has made everyone an expert, so we need to do a great job of setting customer expectation prior to the process.”

—Lupe Brookhart

Sterling Carpet & Flooring

Anaheim, Calif.

“We take the approach of ‘the customer isn’t right until we’ve had a chance to educate them.’ Many customers visit our showroom with unrealistic expectations of how products perform in the real world. Once we get to know the clients, we present them with a guided experience where they still feel in control and are more confident in choosing the best flooring option.”

—Matt Wien

Marshall Flooring

Mayfield Heights, Ohio

“We let our customers know that their experience with our company is our highest priority; therefore, our policy is: ‘Always do the right thing.’ It gives us a bit of leverage if a customer is being unreasonable.”

—Ron Hurley

Ted’s Floors & Beyond

Anniston, Ala.

“We do everything within reason to make a customer happy, stand behind our work and make things right when needed. At the same time, we believe in fairness, honesty and mutual respect. While most situations can be resolved through communication, we are comfortable walking away from opportunities that are not the right fit.”

—Alex Roberts

Roberts Carpet & Fine Floors

Houston

“The sentiment that ‘the customer is always right’ is appropriate as a cultural attitude toward customer appreciation and service, but is not always practical. As a customer-focused professional, it’s our job to, at times, tell customers they are wrong and avoid the financial consequences of their mistakes.”

—Bobby Merideth

Flooring America OKC

Oklahoma City

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Karndean helps rebuild Louisiana high school

Houma, La.—Karndean Designflooring supplied luxury vinyl flooring for an extensive renovation here at Vandebilt Catholic High School.

Hurricane Ida struck Louisiana as a Category 4 storm nearly five years ago. The storm caused more than $20 million in damage to the school. The campus sits about 30 miles from the Gulf of Mexico.

“We lost all the flooring in every building on campus,” said Jeremy Gueldner, school president.

The renovations, which began in August 2022, would be wide-ranging: classrooms, hallways, student union, chapel and multipurpose gymnasium among them. In collaboration with designer Julia Bourque, the school chose luxury vinyl from Karndean Designflooring, which offered a full palette of styles, colors and specs to complement the varying project needs.

“We liked the look of the flooring and thought it could endure the wear and tear that comes with a high school setting,” Gueldner said.

Renovations were completed in fall 2025, about three years after they began. “I honestly love all of our spaces,” Gueldner said. “These renovations have been transformational for our campus.”

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