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Residential flooring demand stays sluggish as inflation, tariffs and high mortgage rates stall remodeling and builder activity. Hardwood flooring leads gains, with dealers shifting from low-end SPC toward better goods like WPC, laminate and carpet.
From Southwind and Cali to Mirage, Interface and AHF Products, flooring brands are using storytelling-not specs-to stand out. In a crowded market, authentic branding is becoming the strongest differentiator in hardwood, LVT and carpet.
Hospitality design cools but flooring innovation heats up as designers turn to LVT, hardwood, stone-look porcelain and custom soft surface to elevate hotels. Renovation leads growth as tariffs, rates and labor shape 2025’s hospitality market.
Flooring industry brands boost awareness via influencer partnerships: Shaw’s Kathy Ireland legacy, AHF Products’ Bruce & Armstrong with HGTV stars, Karndean with Ty Pennington, and Loloi Rugs licensing—driving hardwood, LVT and rug sales.
Daltile’s Patrick Warren reflects on a 30-year flooring career across Milliken, Columbia, Mohawk, Unilin and Emser, sharing leadership lessons, industry insights and how his path shaped his role guiding dealer sales in ceramic tile.
Owens Community College’s award-winning nursing facility showcases Nora rubber flooring, Shaw Contract carpet tile, Mannington Commercial sheet goods and Crossville tile—proving how smart flooring design elevates healthcare education spaces.
Flooring suppliers face uncertainty as tariffs, interest rates and imports shape 2025 demand. ITR Economics forecasts mixed recovery, while Mannington Mills exits residential carpet as hard surface flooring continues gaining share.
Cersaie 2025 showcased Italy’s leadership in ceramic tile design, from limestone looks and textured surfaces to large-format wall tile. Despite tariffs and global uncertainty, Italian tile brands delivered innovation, sustainability and premium style.
Ballston Carpet & Tile grows its residential flooring business with hardwood, carpet, LVT and custom area rugs. The New York retailer expands with a new design center and strong partnerships with brands like Couristan, Fabrica and Anderson Tuftex.
Brand failures, from Cracker Barrel to New Coke, Shaw’s retail experiment and Lumber Liquidators, show why flooring and retail brands must align strategy with customer identity. Strong branding succeeds only when empathy guides change.