Atlanta—Witex Flooring, the U.S. subsidiary of Germany’s Witex AG, has introduced two products offering a variation on traditional flooring.

The first, Ceraclic, is “a unique and completely new breed of product designed to look and feel like natural stone,” explained Roland Elbracht, president.

The other product, Elastoclic, is designed primarily for commercial use because of its anti-static, anti-microbial and chemical-resistant properties.

Ceraclic, which is designed for residential or commercial use, is manufactured using a high-density mineral HGF core board and features Witex’s Sound-Protect acoustic system to minimize ambient and footfall noise. Elbracht said the noise insulator also helps make the installation process easier as it levels out minor areas of unevenness in the subfloor.

It can be installed over any subfloor with no special preparation required. He noted the core board’s homogeneous density allows the material to be worked effortlessly during fitting. Its surface is protected with X-Protect, which provides moisture and impact resistance.

Ceraclic is available in 15 ceramic, stone and marble styles, but unlike the real thing, it installs using the popular glueless click-joint method. Elbracht said another major difference between Ceraclic and its natural counterparts is it absorbs and maintains heat in its pores, making it warmer underfoot.

“Granite and marble have always been popular looks that give a room a stylish finish,” he said. “However, they are very expensive for mainstream consumers and businesses. Ceraclic is priced affordably and makes the natural look of stone attainable for almost anyone. Plus, it’s easier to install than the real thing.”

Elastoclic features a 100% polyurethane surface laid on an Aqua-Protect core board. Aqua-Protect provides built-in resistance to the harmful effects of water or other spilled liquids, and Elbracht said is guaranteed to last, even when installed in rooms with high humidity.

It comes in two collections—Solid and Harmony—and 34 decorator colors, including teracotta, Ocean, Stone Grey and slate, and utilizes the LocTec glueless system for fast and easy installation.

The product is also safe and sanitary, he noted. No harmful chemicals are used in the production process and an anti-microbial treatment is applied to prevent the spread of bacteria and fungi.

“Unlike similar products,” Elbracht explained, “Elastoclic rebounds in shape instantly, so there are no permanent indentations from furniture, store displays or shoes. In addition, to its aesthetic quality, it is gentle on the joints, making it ideal for rehab clinics, general practitioners, nurseries, schools, long-term healthcare and health clubs.”

For more information about Ceraclic, Elastoclic or Witex, call 678/766-0800.