Dealers tout their top waterproof brands

In 2025, waterproof innovations remain one of the most dynamic growth engines in the hard surface category, offering retailers a dependable revenue driver even in a choppy housing market. Independent dealers continue to lean on leading top brands for waterproof innovations that merge style, performance and versatility.

For retailers, these products aren’t just about durability—they’re tools to differentiate their businesses, address consumer demand for low-maintenance living and keep flooring sales resilient against broader market challenges. Following are those waterproof brands waterproof innovations touted by retailers across the country.

TrueTouch

“Many flooring shoppers struggle to find a balance between durability, water resistance and natural beauty, and TrueTouch has solved that problem. A large portion of our selling footprint is along the East Coast, so we feel like this product perfectly meets the needs of our customer base; providing waterproof solutions and partnering with environmental programs related to the ocean. We believe the flooring market in general is also ready for a new technology that checks all the boxes that matter most to flooring shoppers today.”

Daniel Wilhite Grasso
ProSource Corporation
Fort Worth, Texas

 COREtec Originals

“COREtec has been our go-to brand in luxury vinyl plank for well over a decade. Their product line offers the widest assortment of styles, with the most authentic and realistic visuals in the category. Beyond design, COREtec delivers a multitude of widths, lengths and thicknesses to meet the unique needs of every consumer. From entry-level price points to the most luxurious options in the marketplace, their assortment truly has something for everyone. In addition, COREtec leads the way with the industry’s most comprehensive collection of WPC products, offering consumers the softest, most comfortable walk in their homes.”

Bruce Odette
Carpet Exchange
Denver

Johnson Hardwood 

“We have Skyview, Farmhouse Manner and Public House. I love the looks and the colors of all three of those floors. They took their Ale House wood line and made it into Public House—it’s one of the nicest SPCs we have. Johnson covers all the bases. Whoever does their designing and color renderings knocks it out of the park. My sales team and installers all love it, and we do really well with it. They also stand behind everything, and we never have an issue. Relationships are huge—I’ve know the Johnson guys for a long time—and we value their relationship. They’re a key player in the industry.”

Doug Bockrath
Bockrath Flooring and Rugs
Dayton, Ohio

IFC Canopy Flex

“Our past relationship with their leadership team—and the new go-to-market strategy from Canopy specifically— [drew us to the brand]. We appreciate the style, design and the user-friendly merchandising vehicle. They allow our account managers and trade professionals to shop easily while providng peace of mind that the product is somewhat exclusive and correct for their project need. We value relationships, quality product and IFC’s determination to make those paramount in their go-to-market strategy. We also value innovation and technology which has naturally aligned our two companies.”

Daniel Wilhite Grasso
ProSource Corporation
Fort Worth, Texas

TRUCOR

“What we like most about the TRUCOR is the combination of quality and design. TRUCOR offers true waterproof innovation, which is a major selling point for today’s homeowners. The visuals are very realistic, the locking system is superior and the wide range of colors and styles appeals to our customers—making it an easy product to sell.”

Tami Grasso
Capitaland Flooring Company
Clifton Park, N.Y.

Mohawk SolidTech R

“We sell a lot of it. The story is great. The core is PVC-free, it’s affordable. We’ve had no issues with it, installation is easy and the color selection is stylish and trendy.”

Ashlie Butler
Bob’s Carpet & Flooring
Tampa, Fla.

Hallmark

“We’ve used the Courtier product for years, and it’s been a good product [for us]. It can often come down to price point and visuals. Plus, it can be hard to get materials to Montana. The Courtier visuals are good, and we’re still doing well with it. We’ve had success with all the Hallmark lines. It gives us a range from entry level to high-end. And we’re looking forward to seeing the new laminate collection—I think we’ll do really well with that line, too.”

Ted Arts
MT Flooring Center Showroom
Belgrade, Mont.

Karndean

“It’s more than just the product itself. Our partnership with Karndean—from our rep to corporate—is great to work with. But the product is fantastic. The visuals are my favorite in the entire industry. When we get to their tile looks there isn’t another company that has as a good of a grout line as they do. So there is a large gap in tile looks between the industry and Karndean.”

Mark Douquet Jr.
Creative Carpet & Flooring
Mokena, Ill.

Shaw

“Shaw is an excellent partner for us. When it comes to waterproof product, we sell truckloads every year. We just don’t have problems with it. We’ve found with Shaw you don’t just have beautiful style and pretty colors, you have quality and it’s on hand and readily available.”

Sha Reason
After Five Floors
Powder Springs, Ga.

The post Dealers tout their top waterproof brands appeared first on Floor Covering News.

Dealers tout their top waterproof brands Posted First on https://fcnews.net