This page condenses the January 2021 FCW (Floor Covering Weekly) Product Showcase. It highlights the newest flooring, carpet, and related technologies slated for launch in early 2021, and outlines the industry events, safety protocols, and sustainability initiatives driving the market. Use this summary to quickly grasp the key product trends and where to find deeper details.
Product Showcase Introduction
- The issue celebrates new product launches across engineered wood, resilient flooring, carpet, and ancillary equipment.
- Supplier‐written descriptions emphasise design trends, performance upgrades, and COVID‑19 safety measures for upcoming in‑person and virtual events.
New Product Innovations Overview
- Emphasis on geometric and nature‑inspired designs, vibrant accent colors, and waterproof / low‑maintenance technologies.
- Many products integrate Eco‑friendly attributes (e.g., post‑consumer content, recycled PET backing).
- Safety‑first event logistics: pre‑registration, staggered arrivals, health screenings, and masks.
Engineered Floors Highlights
- Amplify – Tile and plank with random geometric patterns; neutral base, vibrant accents.
- Magnify – Sister product to Amplify; darker base, similar design language.
- Vanguard – 5 mm loose‑lay planks, ten colors, waterproof, sound‑insulating fiberglass core; integrates with 5 mm carpet tiles.
- DW Select – TwistX technology for softness and toughness; natural‑inspired textures and colors; expanded 2021 style range.
Key takeaway: Engineered Floors focuses on design flexibility (tile vs. plank) and performance (waterproof, sound insulation, durability).
Mohawk Innovations
- UltraWood – High‑performance hardwood with three tech layers:
- EverLast (5× scratch, 4× wear, 2× dent protection).
- WetProtect (lifetime waterproof warranty).
- EasyClean (stain‑resistant lacquer).
- SmartStrand – Softest, most durable carpet; OEKO‑TX certified, contains renewable plant‑based fibers; new SmartStrand Silk patterns.
Practical insight: UltraWood’s triple‑layer system targets premium residential markets demanding hard‑wear durability and waterproofing.
Karastan LuxeCraft – “Unearthed Beauty”
- Luxury vinyl collection mimicking stone (onyx, breccia, marble) with six high‑end decors.
- Positions vinyl as a premium alternative to natural stone, emphasizing durability and style.
Congoleum Water‑Resistant Lines
- Triversa Prime – 100 % waterproof SPC flooring, SmartLock Clic installation, IXPE sound-reducing backing, 20-mil urethane wear layer.
- ArmorCore Plank Pro – Rigid SPC core (4.5 mm), 12 mil wear layer, 1 mm foam pad, for builders/property managers.
- ArmorCore Plank – Traditional dry‑back LVT, 2 mm total thickness, full glue‑down installation.
- ArmorCore Resilient Sheet – Versatile wear‑layer options (adhere vs. glue-free) for multi-family projects.
Common mistake to avoid: Confusing Plank Pro (float-install) with Plank (glue-down); the former offers quicker installation but different subfloor requirements.
Emser Tile Collections
- Raku™ – Glazed ceramic tiles inspired by Japanese firing; five tranquil colors, 3 × 12 in size.
- Bauhaus™—Geometry-focused porcelain glaze; emphasizes slip, stain, and water resistance; multiple colors/patterns, 9 × 10 in size.
Hartco Timber Brushed Series
- Three tiers (Silver, Gold, Platinum) of European white‑oak flooring, varying thickness (1.2 mm to 3 mm) and plank width.
- Offers price‑point flexibility while maintaining UV‑performance finishes.
Waterproof Floor Leaders
- Tenacity – 100 % PVC‑free engineered stone core, TriTec finish; installs over 10,000 sq ft without transitions; Net+ recycled PET backing.
- Firmfit – Marketed as “Strongest Waterproof Floors”; dent‑proof, sun‑proof, anti‑bacterial, GREENGUARD Gold certified; includes blended‑width designs and SE+ finish.
Insight: Both products target high‑traffic, moisture‑prone spaces (kitchens, islands) where traditional LVT may struggle.
Stanton Carpet Collections
- Meridian – Geometric diamond motif, 12‑ft width, 6 colors, Scotchgard 3M SD nylon, pet‑friendly.
- Allegory – Pebble‑inspired texture, 13′ 2″ width, 7 colors, SD ROYALTRON + POLYSILK blend.
Accu‑Cut Q‑7 Cutting Machine
- Welded steel frame with laser‑cut precision; processes up to 15 ft wide goods; single‑operator workflow (unroll → cut → wrap).
- Recognized as Employee of the Year for its impact on productivity.
Mercier Atmosphere Collection
- New White Oak Hush and Hard Maple floors with natural wood tones; widths 3¼″–8⅛″; offered as engineered or solid.
DriTac PowerTread Rubber Sports Flooring
- 8 mm rubber, 100 % post‑consumer content; available in rolls or interlocking tiles; slip‑resistant, impact‑absorbing, customizable colors/thicknesses.
FCW Sample Box Program
- FCW distributes a curated sample box of new products to top retailers during decision‑making windows, boosting product visibility.
Karndean Rigid Core Collections
- Van Gogh – 20 mil rigid‑core wood‑grain LVT, expanded color options.
- Korlok Select & Reserve – Stone visuals with InteGrout™ stain resistance; new wood designs (elm, sycamore, maple, oak) and herringbone formats.
LATICRETE Grout & Heating Systems
- SPECTRALOCK 1 – Pre‑mixed epoxy‑free grout; low VOC, color‑lock, lifetime warranty.
- STRATA_HEAT™ – Radiant floor heating with high‑performance wire, uncoupling mat, programmable thermostat; Wi‑Fi control and single‑warranty coverage.
QFloors Cloud POS Software
- QPro POS+ – Cloud‑based flooring‑specific POS; $50 / month; integrates inventory, proposals, job costing, QuickBooks Online; works on any internet‑enabled device.
Seneca Millwork Flooring Vents
- Prefinished/unfinished hardwood vents (square, flush, base, toe‑kick, cold‑air return); compatible with LVT, SPC, WPC; Made in the USA.
Artistic Finishes – Enduracor™ Digital Print Technology
- High‑definition scanning + 4‑layer design → near‑perfect matching veneers; water‑resistant, quick turnaround, online ordering.
GreenStep Environmental Awards Program
- Recognizes sustainability leadership in flooring; six award categories with two levels each; nominations due March 31 2021.
Flooring Markets 2021 Events
- Three regional markets (Gulf Coast – Feb 25‑26, Southeast – Mar 11‑12, Southwest – Apr 8‑9) with pre‑registration, staggered arrivals, health screenings, masks, and sanitation stations.