Engineered Floors: Born to disrupt, built to lead

American Standard, EF’s digitally printed LVT line.

A clean-sheet vision.

In 2009, while the global economy was recovering from a historic downturn and established flooring manufacturers were leaning heavily on decades-old infrastructure, Engineered Floors set out to construct something entirely new. Guided by industry legend Robert E. Shaw, the company was established on a bold premise: build the most modern, vertically integrated and efficient carpet manufacturing facilities in the world right in north Georgia.

Rather than retrofitting outdated mills, Engineered Floors began with a clean slate and a green-field mentality. Central to this founding vision was PureColor, a revolutionary continuous solution-dyed fiber technology that transformed the soft surface landscape. Unlike traditional piece dyeing—where color is applied only to the outer surface like the skin of a radish—PureColor infuses color pigment directly into the liquid polymer matrix before it is ever extruded into fiber. This locks the shade through the entire filament like a carrot.

By placing color at the very core of the fiber, PureColor gave residential carpet lasting stain resistance, inherent UV fade protection and bleach-cleanable durability that would never wear off over time. Beyond consumer performance advantages, it delivered a massive environmental breakthrough for the industry by eliminating millions of gallons of water waste and significantly reducing thermal energy consumption compared to traditional dye baths.

Defining soft surface leadership

With PureColor establishing a brand-new standard for soft surface performance, Engineered Floors introduced its premier residential retail brand, Dreamweaver.

Tailored specifically for specialty retail partners, Dreamweaver brought luxury softness, rich color clarity and high durability to everyday homes. By consolidating yarn extrusion, tufting, finishing and backing processes under unified roofs in state-of-the-art facilities across northwest Georgia, Engineered Floors achieved unprecedented operational speed and quality control. Dreamweaver rapidly grew from an emerging residential line into a dominant, trusted go-to product collection on retail showroom floors across North America.

EF’s headquarters in Dalton

Strategic commercial expansion

Having proven the power of its four-wall manufacturing model in the residential soft surface market, Engineered Floors set its sights on expanding into the specified commercial, architect and design, and Main Street sectors.

First, Engineered Floors welcomed J+J Flooring into its corporate family, acquiring a revered brand backed by more than six decades of rich commercial heritage. Known for high-design modular carpet tile, broadloom, Kinetex, and resilient flooring, J+J gave Engineered Floors an immediate, respected footprint within the architect and design community for corporate, healthcare and higher education environments.

To complement J+J in the specified market, the company launched EF Contract, delivering high-performance carpet tiles, broadloom and hard surface products purpose-engineered for corporate and public spaces. Soon after, recognizing the unique demands of local business environments, Engineered Floors created Pentz Commercial Flooring Solutions. Pentz provided Main Street projects— from small offices to retail build-outs— with quick-ship access to durable, stylish commercial carpet tile and resilient sheet solutions.

Tailored housing market extensions

As residential market channels specialized, Engineered Floors established dedicated operational divisions to deliver focused products and tailored support for key housing sectors across North America.

Dwellings by EF was developed explicitly for single-family residential homebuilders, providing turnkey color palettes, dependable inventory and streamlined installation features designed to align perfectly with fast-paced builder construction schedules.

Concurrently, EF Multifamily was built to meet the demanding operational requirements of property managers, developers and real estate investment trusts. EF Multifamily delivered high-performance flooring tailored specifically for multi-unit housing—prioritizing extreme stain resistance, swift unit turnarounds, and long-term asset protection for property owners.

The domestic DLVT revolution and PureGrain High-Def

When consumer demand shifted heavily toward resilient flooring, Engineered Floors brought the exact same four-wall engineering philosophy to the hard surface sector. The company introduced the PureGrain hard surface family, offering a complete, multi-category suite of products: PureGrain High-Def, PureGrain Endure, PureGrain Renew, PureGrain Comfort and PureGrain Flex.

Standing at the absolute peak of this collection is PureGrain High-Def, representing a major leap forward in domestic resilient manufacturing as a leader in Direct Digital Print LVT (DLVT). While traditional LVT relies on printed paper decor films laminated onto cores—resulting in limited visual variety and noticeable pattern repeats—PureGrain High-Def utilizes state-of-the-art digital inkjet technology to print high-definition wood visuals directly onto the high-density rigid core.

By digitally capturing natural wood species, PureGrain High-Def is designed with 35 unique plank designs—virtually eliminating visible pattern repeats across an entire installation—paired with digital embossed-in-register texture that you can see and feel. Manufactured 100% domestically under one roof in Dalton, High-Def delivers authentic hardwood aesthetics while protecting distribution from ocean freight delays, tariffs and international supply chain volatility.

EF’s Monarch features PureColor technology.

Built for the future

From its founding in 2009 to its position today as a multi-category industry leader, Engineered Floors has consistently proven that vertical integration, continuous capital investment and American manufacturing innovation can redefine an entire industry. By uniting soft surface breakthroughs like PureColor with cutting-edge hard surface technology like PureGrain High-Def domestic DLVT, Engineered Floors continues to engineer the future of flooring across residential retail, builder, multifamily, Main Street and specified commercial markets nationwide.

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Bentley launches In Concert carpet series

Los Angeles—Bentley has launched In Concert, a new carpet series that reworks familiar patterns with expanded colors and coordinating options.

The collection grew from conversations between Bentley’s sales team and designers. One recurring question helped shape the concept: “Can I get this pattern in that color?”

Rather than simply reissuing archived products, Bentley combined existing patterns, colors and scales in new ways. The approach gives designers more flexibility when creating coordinated spaces.

In Concert draws from four recently launched Bentley collections: Culinary, Pacific Standard Time, Screen Door and Light Catcher.

The series brings back patterns including Dog Eared, Dust Jacket, Look Sharp, On The Block, Ritual, Impasto, Secco and Seeing Things. Bentley expanded the palettes and added complementary colors. This allows patterns to move more easily across collections while creating contrast and visual connection.

Expanded options for designers

In Concert includes 10 patterns and 15 color combinations for a total of 150 SKUs. Bentley designed the series to support projects that require consistency across larger environments while still allowing for individual expression.

The collection also includes Fan Club, a textured coordinating product. Its colors match the In Concert family, giving designers another option for building layered flooring schemes.

Bentley developed the series around how products work together rather than treating each pattern as a standalone offering. Colors can carry across patterns while designers shift scale and texture throughout a space.

The result gives designers new ways to use familiar Bentley products while maintaining a coordinated look across a project.

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Cyncly names Wynn Grubbs general manager of flooring

Tuscaloosa, Ala. – Cyncly, a leading global provider of AI-driven software for the spaces-for-living industry, today announced the appointment of Wynn Grubbs as general manager of the Cyncly Flooring business unit.

Grubbs brings more than two decades of experience in high-growth SaaS companies and has spent the past two years leading Cyncly’s Kitchen, Bath and Furniture retail (KBFr) business unit, where he built a multi-product strategy to help independent retailers connect their entire business, from design and specification through to customer management and sales. He also brings firsthand experience as a retail business owner and operator, complementing his software background with a practical understanding of the day-to-day demands of running an independent retail business.

“Wynn has spent the last two years proving that retail customers can do more with software that connects every project from end to end, and that is exactly the approach flooring dealers need to thrive in today’s environment,” said James Hamilton, Cyncly COO. “He understands how independent retailers operate, what slows them down and how connected software helps them grow–which is why Wynn is the right person to lead Cyncly Flooring.”

Flooring dealers and contractors manage a demanding set of workflows — quoting, measuring, ordering, installation scheduling and customer service — that too often run on disconnected systems. Cyncly’s flooring software is built to connect these workflows into a seamless experience so flooring businesses can do more: operate more efficiently, reduce errors, and serve their customers with greater confidence.

As GM of Cyncly’s KBFr retail business, Grubbs saw firsthand what becomes possible when independent retailers move from fragmented tools to connected software that spans their entire operation: more efficiency, fewer errors and more time spent on customers rather than administration. Flooring dealers and contractors manage a similar breadth of workflows, from lead generation and estimation through design, ordering and installation. The Cyncly Flooring platform is designed to connect every stage of every project, reducing duplicate data entry and errors that erode margins.

“Flooring retailers are running sophisticated businesses, but too much of their operation still depends on stitching together tools that weren’t designed to work together,” Grubbs said. “I know what that feels like — I have run retail businesses myself, and the administrative burden of managing disconnected systems is real. My priority is helping them spend less time on their software and more time on their customers and their growth. The investments Cyncly is making across its flooring products will give dealers and contractors of every size the tools to run a more connected, more efficient business.”

 

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In a world full of takers, be a Dolly

Living in Nashville, with a daughter who is a music artist and a son-in-law in the music industry, there has been no shortage of conversation lately about Dolly Parton and the legacy she has built.

Whether you love country music or not, it is hard not to admire what Dolly has done with her success. She has given her time, influence, energy and, yes, a whole lot of money to the things closest to her heart. Somehow, she made philanthropy look almost as natural as rhinestones.

One of the best examples is her Imagination Library. Dolly created it in 1995 as a tribute to her father, who could not read or write. What began in her heart as love for her dad grew into a worldwide effort that has placed hundreds of millions of books into the hands of children, giving them an opportunity her father never had.

But what strikes me most is that Dolly gave without requiring a guaranteed return.

She could not know which child would learn to read because a book arrived in the mail, which dream might be sparked or which family might be changed. I am sure she has heard many of those stories over the years, but the stories were never the condition of the gift. She gave because she believed opening the door mattered.

I understand that more today than ever.

I am often asked why I am so passionate about the work of the Floor Covering Education Foundation. Much of my answer goes back to my dad, Bill Mhoon.

My dad believed in hard work, dedication and taking pride in what you did. The flooring industry provided a solid livelihood for our family and, for more than 42 years, it has done the same for mine.

Somewhere along the way, that history became more than a career. It became a purpose.

Of course, “purpose” sounds much more inspirational than it sometimes feels. Some days it looks like endless meetings, building programs, explaining workforce development for the 400th time and asking for every available penny to keep the mission moving. I have learned that nonprofit work involves an impressive amount of asking people for money while trying very hard not to sound like you are asking people for money.

So, no, this is not another article asking you to support FCEF.

Although technically…it is.

Because the bigger point is what we are building together.

Our industry has spent generations developing better products, stronger warranties, beautiful designs and trusted brands. We must now place that same value on developing the skilled professionals who install those products.

We may never know every student whose life changes because a training program existed that introduced them to our industry. We may never see every family supported by a career that began in one of our classrooms. We may never meet every dealer or manufacturer whose customer experience was protected by a better-trained installer.

That does not make the investment any less valuable.

FCEF cannot continue this work without financial support. Every program we build, scholarship we provide, instructor we train and student we introduce to this industry depends on people and companies willing to invest in the mission.

Please donate to FCEF and help us open the next door. Then go one step further—share your knowledge, mentor a student, support a new installer or help create an opportunity that did not exist before.

We may not personally see every life changed by that investment. Dolly couldn’t, either. Sometimes giving simply means believing enough in what comes next to help make it possible.

Finding a purpose bigger than yourself makes getting up each morning a whole lot more meaningful.

In a world full of takers, be a Dolly.

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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.

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AMY GRUPO adopts i4F technology

Turnhout, Belgium—AMY GRUPO has signed a new license agreement for i4F’s Optibevel technology. The manufacturer plans to use the technology across most of its new flooring products.

The agreement expands AMY GRUPO’s existing relationship with i4F. The manufacturer already licenses i4F drop-lock, CeraGrout and WPC technologies.

AMY GRUPO plans to apply Optibevel to its new SPC, LSPC and WPC lines. The technology uses a high-precision laser to create decorative bevels directly in the profiling line.

AMY GRUPO is one of Vietnam’s largest manufacturers of ceramic tile and vinyl flooring materials. The company has focused its growth strategy on product development and innovation.

“Innovation is about making a real difference to the products we offer and the experience we deliver to our customers,” said Dinh Quoc Tuan, CEO of AMY GRUPO. “Optibevel is a great example of that as it gives us more freedom to create floors with the natural beauty without compromising on quality or performance. Our relationship with i4F continues to bring valuable technologies into our portfolio, helping us turn new ideas into products that combine beautiful design, lasting quality and ease of use, while delivering greater value and satisfaction for our customers.”

Laser technology expands design options

Optibevel’s in-line laser process addresses limitations associated with traditional cut, painted and pressed bevel technologies. The system matches bevel gloss, design and texture with the flooring surface.

The technology also gives manufacturers greater sizing flexibility and can improve production efficiency. It accommodates formats ranging from small herringbone planks to large wall panels. Optibevel works with SPC, WPC, LVT and other thermoplastic-based flooring.

“AMY GRUPO has been a valued i4F partner for many years and this latest agreement further strengthens our long-standing relationship,” said John Rietveldt, CEO of i4F. “Their commitment to product quality, design and manufacturing excellence makes Optibevel a natural fit for their flooring portfolio. We believe Optibevel is the industry’s most advanced enhanced bevel technology, giving manufacturers a smarter, more efficient way to achieve premium aesthetics while responding to growing demand for more authentic, natural-looking floors.”

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UCX hosts annual day at the races

Saratoga Springs, N.Y.–For the 25th consecutive year, UCX hosted its annual Northeast customer appreciation event at the historic Saratoga Racetrack here earlier this month. The two-day gathering included a day at the races followed by a golf scramble on day two. With about 100 retailers and commercial contractors along with 20 vendors mingling in a relaxed atmosphere, the result was two days of business and pleasure.

“It’s a very special event for UCX, and something our customers love coming to,” said Brian Green, chief sales and marketing officer. Among the 100 dealers and contractors were about 15 UCX Alliance members, the loyalty program that was rebranded a few years ago from the original Flooring Plus moniker. “We’re obviously looking to continue to grow that group,” he added.

Retailers react

Laigle Floor Covering in Canaan, Conn., was among the UCX Alliance members in attendance. The retailer has been doing business with UCX since it was founded about 30 years ago by David Laigle. The business today is now in its second generation with Bryce Laigle at the helm. Bryce noted how Laigle has been an Alliance member since they established the program decades ago, when it was known as Flooring Plus.

What’s the best thing about UCX Alliance? “One is the connection with UCX and two is the opportunity to connect with the other members,” Laigle said. “The longer you’re in it, the more you realize how much other people’s knowledge is vital. There are other benefits like promos and the ability to get some products earlier, but being able to connect with other Alliance members is huge. When you’re an Alliance member you show up to more events, and when you show up more to events you sell more products, and you meet more people to help you sell more.”

The connection with UCX as a company is equally important, Laigle said. “It’s improved our business in the sense that once you’re an Alliance member, it gives you extra status within UCX; they see you’re committed to being a part of their business. They’re going to go a lot further to help you. So it gives you that extra leverage in that they know you’re committed to helping them prosper, so they’re going to help you prosper.”

Partnering with UCX has resulted in a relatively flat but “pretty good” 2026 for Laigle, mainly because the business is diversified. “We do mostly high end, but we also do commercial and a lot of school work,” he explained. “We have a good blend and cover all spectrums, so it’s helped us stay steady.”

Hoffman Floor & Home in Westwood and Park Ridge, N.J., tells a similar tale. Tony Sicilia, owner, has been an Alliance member for about 20 years. In fact, he said Hoffman was UCX’s first retailer of the year. “We joined as a big Shaw and Mohawk dealer, and our business with UCX exploded that first year. It was Flooring Plus at the time. Over time, our business with them just continued to grow. Last year we were again the UCX retailer of the year, and that includes all their dealers from Maine to Texas.”

Benefits of membership for Hoffman include everything from better pricing to rebates to camaraderie. “I’m also on their [advisory] council, so I mentor other retailers within their Alliance group,” Sicilia said. “It’s being part of a group where loyalty and service come first. That’s the best part about being part of a group.”

Sicilia has always favored membership in UCX Alliance to the typical buying group. “The [traditional] groups take a big part out of the retailer,” he said. “Being part of UCX Alliance doesn’t cost the independent retailer anything. All UCX asks for is showroom space, loyalty to the product, sales and service. The other buying groups’ propositions include the group making money.”

It’s obviously working for Sicilia. Hoffman Floor & Home is up over 35% this year, whereas the overall industry is down. He attributes that to the service inherent in a family business. “As an independent retailer, we have a succession plan. My son works for us, my nephew works for us, my son-in-law works for us. We have a local new hire that works for us. We do our own installations. We basically work 24 hours, seven days a week.”

It’s a competitive advantage. Sicilia sees young people coming into the industry, but not within the New York metropolitan area. “It’s too expensive to start up and become a new business here. I’m not seeing a lot of second- and third-generation companies in New York. It’s tough to do business in our area and fight with the big box.”

Steals and deals

Ben Davies, owner of Special Effects Flooring, Clayton, N.C., likes the special deals afforded to UCX Alliance members, but he, too, cited the networking opportunities that come with being part of the group as the key benefit. “They have a good number of products, so the special deals and sales have been good. But my biggest thing about being an Alliance member is getting to know all the UCX people and building those relationships. Having access to leadership will help you down the road. About a month ago, I had a problem on a Friday afternoon, and my rep was on vacation. The next person up was on vacation. I went all the way up to Brian Green, and my problem was fixed in two minutes. That’s the biggest part of it for me.”

Davies seems to be doing the unthinkable today: succeeding in the new construction space. “Business is very good this year,” he said. “And 95% of my business is builder. We go from starter homes to multimillion-dollar homes. We work with guys who build 300 homes and we work with guys who build two a year. We offer a full design service in house for the builder’s customer. We pull their paint colors, siding colors, everything we don’t sell, but we offer it to them for doing all their business with us.”

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Portobello America debuts Aeterna X porcelain collection

Baxter, Tenn.—Portobello America has introduced Aeterna X, a new American-made porcelain collection inspired by crosscut travertine.

The collection expands Portobello America’s “Languages of Nature” series. Aeterna X uses porcelain technology to create horizontal striations designed to add movement and layered depth to contemporary interiors.

The collection coordinates with Portobello’s Aeterna vein-cut series. Designers can combine the two looks to create directional contrast while maintaining a consistent color palette.

“Aeterna X is about expanding the visual language of stone through a modern lens,” said Gabriele Berleze, product manager at Portobello America. “By focusing on the layered depth and organic movement found in nature, we’ve created a porcelain collection that feels both grounded and intentionally contemporary.”

Collection expands design options

Portobello designed Aeterna X for high-end residential and commercial applications. The collection comes in three neutral colors: Bianco, Avorio and Taupe. It features a matte finish with rectified and pressed edge options.

Aeterna X also includes the Inciso Wall Relief and an expanded mosaic program. Mosaic formats include SQ, Clover, Beat and Nova.

The collection offers the look of natural travertine without the maintenance, porosity and wear concerns associated with raw stone. Portobello produces the porcelain domestically.

Aeterna X also features Class A slip resistance and strong DCOF performance. Clover, Beat and Nova powder glass mosaics support wet-to-dry transitions in showers and other high-moisture spaces.

With the exception of relief products, the collection is suitable for wet-to-dry applications. Portobello does not recommend Aeterna X for pools or spas.

Available sizes include 12 x 24, 24 x 24, 24 x 48 and 48 x 48 inches. A 48 x 106-inch slab is available by special order.

Portobello manufactures the 12 x 24, 24 x 24, 24 x 48 and 24 x 48-inch 3D Relief formats in the U.S.

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