New Products 2025: Manufacturers have used the market downturn to strategize for 2025 with refreshing new offers – January 2025

By Jennifer Bardoner

After two down years in the market, the industry is anticipating an increase in demand in 2025, which is expected in the back half of the year. In the meantime, retailers are looking for differentiated offerings that will draw customers in, and manufacturers have been strategically working to enhance their supply while adjusting their operations to meet not only market needs but also to address the uncertainty that lingers. The resultant investments will bring increased capacity and differentiation across all categories.

MARKET LEADERS
SHAW
Shaw’s major soft surface investments are evident in new carpet introductions across its Simply the Best, PetPerfect and Anderson Tuftex (AT) brands. The nearly $1 billion in upgrades at its Aiken, South Carolina and Andalusia, Alabama fiber plants have resulted in four new technologies that offer differentiated styling and innovative flexibility that will be carried across its soft surface portfolio in the future.

• NaturalTwist combines twist levels using just one bundle of yarn to more closely resemble the organic look of natural fibers.

• ColorClarity allows for multiple colorations in a single yarn, which results in a cleaner, more defined look.

• ColorShift varies the hues within a single-color yarn, offering enhanced tone-on-tone and striated visuals.

• ColorShift Eco merges leftover solution-dyed yarns into a single finished yarn, providing a high-design and eco-friendly solution for remnants.

In addition to showcasing the results of upgrades to its production facilities, which include capital outlays at Shaw’s resilient and hardwood operations, the company’s 2025 launches also build on the investments Shaw has made in consumer research and brand differentiation, addressing shoppers’ key desires and pain points while also strategically segmenting buyers among Shaw’s residential brands.

“We will have the right products with the right design and the right performance in the right places,” says senior vice president of brand Jon England. “When you force fit it, the consumer experience and the dealer reputation come at odds.

“It’s about having the full breadth of product to be the best partner for the myriad applications that are out there…as really the full solutions partner not only in flooring but in the home. And that’s a bit of a shift for us in that we’re viewing our position in the market as a piece of the home. That’s the reality for consumers-it’s not just flooring that they’re after.”

2025 will mark Shaw’s re-entry into the laminate category with a curated “good, better, best” retail offering, and it will also be expanding its imported ceramic offerings from the builder market to specialty retail via three exclusive introductions at entry-level price points “to foundationally load the top,” England explains.

In regard to the decision to reintroduce laminate through global partnerships after shuttering its own operations in 2017, he notes that “laminate does have its place, and we feel that we have the ability to partner with the right people to do that, but we want to continue to own the resilient space at the same time. The one thing in the resilient space that is tried and true is that WPC is trusted, and Coretec is trusted. So we want to double down in the WPC area of the category.”

That will bring a proprietary new visual and a 3/4” thick WPC featuring advanced color, texture and embossing, along with local and national advertising for the brand and a focus on core retail partnerships. The team has also been developing a new deep-scratch technology for resilient with plans for a 2025 launch.

Whether it’s new species and aesthetic treatments in hardwood across the Shaw Floors and AT brands, the addition of wool to AT’s soft surface lineup as part of its rebranding and refinement to target the luxe and eco-conscious market, or the enhanced clarity, color combinations and variegated patterning resulting from Shaw’s new soft surface technologies, “what we’re after is really differentiation,” England says, referencing the nearly 1,200 new SKUs for 2025 (610 in carpet and 575 in hard surface). “These have a lot of intentionality around product materiality, design, product performance and even afterlife. Really, it’s built around these consumer experiences and solutions that they’re after, and our intent is to enable retailers, our customers, to be successful in that.”

MOHAWK
Mohawk’s introductions encompass a broad range, but the company is noticeably leaning into more premium offerings, including the launch of its Karastan Black Label soft surface program and new opportunities for independent retailers to cash in on the Pergo brand, which Kelli Widdifield, Mohawk’s senior vice president of residential marketing, says is the most recognized flooring brand based on consumer searches.

Pergo is getting a brand refresh that focuses on a more elevated aesthetic and overall image, and energy is being poured into the updates to its Elements (laminate) and Extreme (resilient) lines.

“We want to partner with our dealers to make sure they can leverage it, and it drives value for them,” says David Moore, newly named vice president of product marketing. “We really think with the combination of the portfolio that we’re putting out, the price points that the product is going to be hitting, as well as the look and feel and experience that the consumers are going to get with the brand, it is really going to drive a tremendous amount of value with our retail partners.”

Noting that Pergo Extreme will be WPC going forward-offering dealers a differentiated offering from home centers, where SPC reigns-Adam Ward, Mohawk’s vice president of resilient, reports, “We see the market in retail really separating. The more premium price points are going to WPC because of the thickness, and then the lower to mid price points are staying in that SPC line.”

He defines the higher-price range where WPC sits as $4.99 to $6.99 per square foot and the lower, more SPC-friendly range as $2.99 to $3.99 per square foot, though he adds that there will be an opening price point in the new Pergo Extreme offerings to help dealers compete with home centers, while moving clients up the value chain.

Pointing to SPC launches under its Mohawk and Karastan brands, Ward stresses that “we’re not walking away [from the category] by any means,” adding that it continues to see growth, especially in the builder and home-center channels.

With various company executives citing a growing demand in the residential market for sustainable solutions, the company is launching SolidTech R, a PVC-free resilient offering. But the product’s perhaps true selling point is its enhanced performance properties, Ward says, noting that it requires no acclimation in most environments, resists peaking in temperatures ranging from -25? F to 160? F, is three times more resistant to scratches and dents than traditional SPC thanks to its PET wearlayer, and carries a floodproof warranty.

“Consumers care about the sustainability story, but we all admit most people won’t pay a lot more for it,” he says, adding that SolidTech R will cost roughly $0.20 to $0.30 more per square foot than standard products with similar features, which include digital print with Signature HDX for color clarity and Real Plank technology for minimal repeats.

Jamie Welborn, senior vice president of residential carpet product development, reports that the high and low ends of the market outperformed last year. Executives are “optimistic about the carpet market rebound,” he says, adding, “We have invested heavily in technology. This is a very, very strong launch year for Mohawk and all brands in residential carpet, with numbers you’ve never seen before-it’s that high.”

That includes the addition of heavier weights and patterns to Mohawk’s midgrade PetPremier line and new multi-color options with Xtra Technology for clean and crisp colors in its high-end SmartStrand lineup, as well as the expansion of that technology to encompass “a lot more mixing and blending of fiber combinations to get some really unique [cut-pile] looks,” he says.

The highlight of the company’s soft surface releases is the new Karastan Black Label program, which offers a mix of imported wool and self-produced synthetic flatweave and hand-knotted styles. The 28 new offerings can also be made into custom rugs through the new Made to Order Studio, an online platform encompassing all of Karastan’s soft surface offerings.

AHF PRODUCTS
Having invested in its plants in 2024, AHF is strategically curating its product launches to capitalize on the $30 million in residential-related upgrades, while also positioning itself for an expected increase in demand. CEO Brian Carson points to the likelihood of new and increased tariffs under incoming President Donald Trump, as well as economic forecasts that anticipate an uptick in remodel activity in the back half of 2025.

“When demand goes up, freight costs will go up along with it, and then you have the uncertainty of the real cost increases of tariffs as we move through 2025,” he explains. “The market tailwinds are going to be an opportunity for everybody; I think the rising freight and tariffs are going to be a unique opportunity for AHF. I expect we’ll probably see more channel partners that want to tap into our domestic capacity.”

The investments bring increased capacity in porcelain, vinyl and wood, along with new capabilities that include the reintroduction of unfinished hardwood under AHF’s Bruce, Hartco and Robbins brands.

“Those brands stopped making unfinished hardwood over 25 years ago, and that’s a big market, and it’s an under-supported market today,” Carson says.

The investments in the porcelain factories mark the culmination of AHF’s October 2023 acquisition of Crossville. Under that brand, which has historically been known more in the commercial space, two new releases will target the residential market with their wood and stone visuals-the two most popular in home environments, according to Terri Marion, product manager for Crossville-while still offering relevance for other sectors. Rustic Retreat’s live-sawn white oak aesthetic was a collaboration between the AHF and Crossville design teams as they work toward the goal of creating multi-surface lines that complement each other, and the colorways represent some of the best-sellers in AHF’s wood products. Sociale’s six different exotic stone visuals embody the trend of quiet luxury, which Marion says continues to grow, especially in residential, and feature “all the bells and whistles,” such as Crossville’s FeatherSoft finish.

In resilient, AHF is adding WPC to its portfolio under its Robbins brand. While Yon Hinkle, AHF’s vice president of resilient product management, notes that the launch will be small and targeted, he reports that preliminary sales illustrate an appetite in the market. “Our sales guy has already come back and said he would like more and more options,” Hinkle says of the imported new offering.

To support its investments and strengthen its strategic launches, AHF is investing in new marketing materials. “We feel that in a sea of product out there, we may need to up our game in terms of how we present ourselves at retail,” says Hinkle. “When you walk into a showroom and look across the way, are you pulled into a certain display? Is it easy to shop? Is the RSA comfortable with it?”

MANNINGTON
Mannington is strategically focusing on its Phenix nylon carpet launches and Mannington Adura LVT launches, which will hit the market in February and March, respectively. Al Boulogne, senior vice president of residential product and marketing, notes that both Mannington and Phenix are positioned in the mid to upper tier of the market-fitting the “sweet spot” and doing so competitively in terms of price and value.

“In the sluggish retail market that we have experienced for most of 2024, the silver lining seems to be how premium and upgraded products are thriving,” he explains. “Those who are remodeling and investing in their home are doing it the right way, with long-term performance in mind. This plays into our strategies for 2025.”

The first-quarter introductions comprise more than 100 new SKUs: five new soft surface patterns/textures with a refreshed color palette of ten to 12 colors for each, and four new resilient plank visuals and two new resilient tile visuals with about three colors each, available in WPC, SPC and flex LVT.

“None of these launches are resets to current collections,” Boulogne adds. “We are after meaningfully differentiated product that appeals to our independent-retail customers. We are constantly engaging the market for customer feedback, with the intent of keeping our Mannington and Phenix branded products at the leading edge of relevant design and fashion trends.”

On the carpet side, Mannington is focusing on the performance of its Phenix branded solution-dyed nylon carpet introductions as “a bonus” to the products’ aesthetic design, the result of Terry Marchetta and her design team’s world travels to understand the leading interior fashion and design trends, which impact Mannington’s finely tuned color approach.

“Color is everything in this business,” says Boulogne. “The most subtle differences can make or break the success of the product.”

In LVT, the company is adding another beveling technique to its portfolio as part of its “bevolution.” Boulogne notes that, “It’s such a subtle part of the product, but as you will see with the launch, that precise attention to the smallest detail makes for stunning visuals in this category.”

THE DIXIE GROUP
Having brought its own nylon extrusion production online in 2024, The Dixie Group (TDG) will be folding those new capabilities into many of its introductions for 2025.

“We love the flexibility this equipment gives us,” says Jared Coffin, senior vice president of product and marketing. “From our nylon extrusion up through our piece-dye operation, we are built for color flexibility. All brands have custom-color capabilities, and this all syncs with the consumer’s desire for differentiation and specialty. We layer these color options on top of beautiful soft surface products, and the end result is different from the rest of the plain beige and grey market. The days of mass-producing a single SKU seem to be over.”

Leading with color, style and design, TDG will be launching over 20 products comprising more than 400 individual SKUs between its five soft surface brands: DH Floors, Masland, Fabrica, 1866 by Masland and Décor by Fabrica. The encompassing Step into Color campaign explores the psychology of color and celebrates the company’s long color lines and custom options.

“We’re investing real dollars and efforts into nylon, polyester and decorative categories,” Coffin says. “The consumer wants quality and choice. That fits perfectly with our EnVision nylon story and the brand positioning of Masland and Fabrica products. Our Masland and Fabrica brands are known for their color offering.”

He highlights several new styles: Shimmer from Fabrica, a linen pattern with a subtle hint of luster available in an “eye-popping” 50 colors; Adore from DH Floors, a “massive” 90-ounce DuraSilkSD cut pile available in 20 colorations; and Lisbon from 1866 by Masland, a hand-loomed striated wool offering that is great for wall-to-wall as well as rug fabrications.

“We continue to see specific growth opportunities in the polyester and decorative categories, and we’ll support those opportunities,” he says. “Additionally, the industry still knows nylon is a great carpet fiber. While others seem to be solely focused on polyester, nylon remains our dominant fiber due to its durability attributes.”

ENGINEEREED FLOORS
The first company to implement Hymmen’s Jupiter digital printing line in the U.S., Engineered Floors drew a lot of interest at Surfaces last year with its PureGrain High-Def launch. The direct digital print method obviates the need for print films, which not only streamlines the SPC Flooring’s domestic supply chain, since most films come from overseas, but it also results in clearer visuals. The technology produces images so precise, EF president and COO James Lesslie says it looks like you could get a splinter from touching the boards.

“People look at it and say, ‘I can’t believe this is not wood,’” he says, adding that the company has spent the last year refining the process. “We also think we have the best performance in the category.” PureGrain High-Def is covered by a 30-year PawPrint warranty.

Cultivate is the latest addition to EF’s PureGrain High-Def offerings, which the company refers to as DLVT. The overall lineup features 35 unique plank visuals, capturing the organic nature of natural hardwood. Cultivate offers a variety of on-trend colors and species.

The separate Antiquity & Divine collection illustrate the ‘Bold’ and ‘Balanced’ design aesthetics, respectively, that EF caters to with its PureGrain DLVT offerings. Whereas the Antiquity lineup offers vibrant colors and striking patterns, the Divine options support a calming atmosphere with neutral palettes.

STANTON
Stanton’s Antrim brand is known for its wool offerings, providing high-end but still affordable soft surface designs. The new Blossom Trail and Magnolia Fields styles center on woven warmth with a fresh color infusion, building on the company’s focus on “livable color” at last year’s Surfaces.

Blossom Trail features a linear stripe detailing that elevates the chevron flatweave, and the pattern’s timeless appeal is enhanced by a versatile color range. The hand-loomed premium wool fibers provide not only durability, but also a natural softness that feels luxurious underfoot. Magnolia Fields features a petite woven structure done in kaleidoscopic colorations, bringing a lively, whimsical energy.

Stanton CEO Jonathan Cohen reports that the company’s decorative soft surface offerings grew in sales last year despite the down market. Such offerings are at the core of the legacy business, which was recognized in Floor Focus’ 2024 Retail Survey in design, service and quality for both broadloom and rugs. Calling it “our best report card on how we’re doing against our core premise of really being a leader in decorative flooring,” Cohen notes, “We own that design process inhouse and spend an exceptional amount of time designing innovative and quality product.”

NEW PRODUCT HIGHLIGHTS
BJELIN
At Surfaces, Bjelin will highlight its fully waterproof rigid core collection, as well as the latest panel sizes and colors in its hardened wood flooring, made using Bjelin’s patented Woodura technology, which maximizes the use of raw materials while creating 100% real wood floors that boast three times the strength of engineered wood floors.

Bjelin’s sister company, Välinge Innovation, will also be at Surfaces to demonstrate the patented technologies featured in Bjelin’s floors, such as Woodura, Liteback and 5G Dry, a leakproof floor locking system that provides a fast, easy and durable installation with a watertight joint.

CALI
With the Varietals engineered hardwood collection, Cali is expanding its category offerings beyond white oak and introducing ash, acacia, hickory and maple species in their natural, unstained form. Highlighting the unique character of each timber species, some styles may have a light wirebrushed texture, and some are cured to deepen color richness.

Filling the gap between Cali’s Pacifica and Mavericks laminate lines, the new Santa Cruz collection marks the debut of ArtisansEdge, a crafted bevel that gives each plank a hand-cut, organic appearance, and NaturMatte, a specialized driftwood-like embossing that blends ultra-matte and low-gloss textures across the surface of the plank to replicate the look and feel of unpolished wood.

CFL
CFL’s first direct-digital-print and embossed-in-register resilient floors will hit the market in 2025. The new technology investment enables more unique designs, creating a closer appearance to natural wood flooring. The process eliminates the use of films and wearlayers, which obscure the colors and contrasts. And the multi-layer dense polymer core gives the planks extra stability and longevity.

2025 will also see the domestic launch of CFL’s signature Acoustic Rigid Core Floor, which is now being made in the USA. The patented flooring technology has been shown by third-party testing to be up to six times quieter than a normal 4mm SPC with a 1mm attached cork pad and up to three times quieter than a 5.5mm WPC with a 1mm cork pad.

COURISTAN
Couristan’s new India-made wool rug collections are rooted in history but with peeks of modernity. In its Hamadan rug collection, hand-knotted Kazak designs are given a modern feel in tonal elements of grey, blue and earthen hues. The Desi collection features Ikat, Heriz and other traditional motifs with a twist, infused with rich, on-trend color. Both are 100% wool with short-fringed edges.

Inspired by the mid-century modern bohemian aesthetic of Joshua Tree, the Joshua collection features PET with a high level of recycled material handwoven in India. The space-dyed, carded yarns enhance the oversized abstract motifs reminiscent of the desert at sunset, with a nubby finish that gives each piece a worn feel.

DALTILE
With its wide breadth of shapes, patterns and colors, Daltile’s new Artefino porcelain collection targets both the residential and hospitality markets. The current era of design spotlights one-of-a-kind custom materials and textured elements with a tridimensionality that adds both visual and tactile interest, as well as a wide array of colors. Coming in seven different mosaic shapes and sizes ranging from a 1”x6” pencil to a 3” pyramid hexagon, Artefino offers the chance to upscale both interior and exterior walls, with a vast palette ranging from calming relaxation to bold opulence.

DEL CONCA
Del Conca is debuting two new U.S.-made porcelain collections: Elements and Eden. Designed for both indoor and outdoor spaces, Elements offers a stone effect with a natural, refined aesthetic. Its contemporary design meets the demand for versatile, low-maintenance materials in residential and commercial projects. Building on this, Eden captures the timeless elegance of marble with designs like Bianco Lasa and Blue de Savoie.

DUCHATEAU
Duchateau’s new Vernal hardwood collection features smooth grades and refined tones, while its latest Motif and Pictura wallcoverings offer dynamic textures and finishes like Cadence, available in shades ranging from soft white to darkened walnut. These designs cater to both contemporary and traditional interiors.

EMSER
Building on its popular design-forward Enhance line, Emser is debuting Zambia and adding to its Expanse collection. Zambia is a large-format glazed porcelain tile in eight exotic animal prints with gold accents and a high-gloss finish. It is available with non-slip and antimicrobial coatings. Currently offered in solid colorways, Expanse is gaining seven stone-inspired porcelain designs in eight large formats, offering a seamless look for floors and walls.

GERFLOR
The latest formulation of Gerflor’s Taraflex Sports Flooring incorporates 24% bio-based materials, including responsibly sourced plant residues, and 34% recycled content and is completely phthalate-free. Ideal for both recreational and elite play, Taraflex has been an official supplier for the Olympic Games since 1976.

HALLMARK FLOORS
With wood pattern installations currently trending, Hallmark Floors’ newest collection, Design Emporium, not only allows for herringbone but additional patterns, as well, in a cleaner grade with top-performing colors that blend with Hallmark’s existing lines of Serenity and True.

HAPPY FLOORS
Following the resurgence of travertine, Happy Floors’ new Timeless porcelain tile collection introduces a limestone graphic with natural warmth and texture, in line with 2025’s focus on warmer neutrals. Featuring soft, earthy tones and dynamic veining, this collection is available in honed and brushed finishes and is versatile enough for floors, walls and architectural accents for both interior and exterior spaces.

I4F
I4F’s new HerringB/one is an intuitive new installation technology featuring one universal drop-lock mechanism for all herringbone panels. This eliminates the need for mirroring ‘A’ and ‘B’ herringbone panels and meets the growing demand for DIY-friendly solutions that deliver simplified installation in any direction or space.

I4F’s new Ceramic Click delivers an easy click installation system for floating ceramic tiles. The patented technology offers a combination of a real ceramic tile attached to a board with an I4F drop-lock system, joined together by super-thin grouts for easy cleaning and maintenance.

JOHNSON HARDWOOD
Johnson Hardwood’s three new engineered hardwood collections-Texas Timber, Countryside Oak and Canyon Ridge-
address regional demands and market trends. Expanding on the success of last year’s Olympus series, the new Canyon Ridge collection features a hickory construction with light wirebrushing in nature-inspired tones with a 1.2mm sliced veneer.

KALEEN
Kaleen’s new Rhodera collection of hand-knotted rugs mirrors sandstone’s layers of fine detail, offering a rhythmic texture, and is available in Beige, Grey and Steel. In the new Jinan collection, the intricacy of hand-knotting and the resultant texture and subtle nuances take center stage. The minimalist design is available in Beige, Ecru, White and Steel.

The new Casavola collection blends contemporary design with timeless geometric motifs. The first design, featuring a bold chevron pattern, is available in Sand, Glacier, Ash and Spice. The second design showcases a reimagined diamond motif in colors like Denim, Sand, Silver and Spice.

KARNDEAN DESIGNFLOORING
Based on trend research identifying changing consumer behaviors, attitudes and values, Karndean has developed three key design aesthetics for 2025, each representing a distinctive style and mood. The character, color and texture of each new launch were chosen to complement larger interior design aesthetics. In 2025, Karndean will be introducing 25 wood- and stone-inspired luxury vinyl designs across three collections: Knight Tile, a collection of designs available in both gluedown and rigid core; Korlok, a rigid core collection; and Opus, a gluedown collection.

MSI
With new resilient collections such as Everlife Studio, MSI has expanded into U.S.-based manufacturing, which allows for faster delivery times, more responsive customer service and better flexibility to adjust to changes in consumer demand. The Studio collection offers MSI’s thickest LVT products yet: 9mm, topped with a 30 mil CrystaLux Ultra wearlayer. With wide planks and blonde tones in high demand, MSI is also releasing the XL Studio collection.

In porcelain, consumer preference is moving toward warmer colors and bigger sizes like 24”x48”. Larger tiles are in demand due to their lack of grout lines, creating a streamlined look that is easier to clean. MSI’s new Exotika collection meets these demands and comes in multiple different colors that replicate natural stone.

QFLOORS
For dealers working in the multifamily and single-family builder sectors, QFloors’ new QOrders tool streamlines the process of ordering between the property manager/builder and the flooring dealer. Builders or property managers simply visit a web page and place a flooring order, which is automatically uploaded to the dealer’s QFloors ERP system, and dealers are notified when an order comes in. QOrders also works in tandem with QFloors’ recently released Account View tool, which allows a dealer’s repeat customers to see a history of all their orders, the current status of those orders, and information such as installation dates and remaining balances. Customers can use any device with Internet to log into Account View via their username and password.

SOUTHWIND FLOORS
Southwind’s new Summit WPC not only addresses the concerns mounting in the market around thinner products, but it also obviates the need for the reinstallation of subfloor material in a typical floor replacement project due to finished-flooring elevation differences. The 19mm, or nearly 3/4”, thick planks further simplify installation with their 3mm IXPE attached pad and Uniclic Locking System. Measuring 5”x60”, the planks are equipped with a 30 mil wearlayer, micro bevels and in-register embossing, and they come in six popular oak and hickory color stains.

TAYLOR ADHESIVES
Turf is one of the fastest-growing categories in flooring, but there are some key quality concerns with traditional adhesives used in conjunction, including bond strength for a permanent waterproof bond, minimal expansion once cured, weatherability and the ability to be used with an applicator. Taylor’s new Terrain adhesive addresses all of these, with no stirring or mixing required. Terrain cures in 24 hours and can withstand up to 90% relative humidity, a moisture vapor emissions rate up to ten pounds and 5 to 9 pH.

WONDER PORCELAIN
Porcelain tiles with book-matching and continuous veining are in high demand for an elevated design within residential remodel (as well as modern commercial spaces), but these kinds of offerings have traditionally been limited to gauged panels. Wonder’s new Continuous Marble Graphic collection incorporates this uninterrupted design in a 24”x48” format, available in both matte and polished, offering a simplified installation compared to gauged panels.

Copyright 2025 Floor Focus

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