Article Number : 5541 |
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| Date | 4/27/2010 9:19:49 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=5541 |
| Abstract | By Emily Hooper The surge of interest in luxury vinyl tile (LVT) has a team of newer players coming to bat on the resilient field. Companies with different backgrounds, from click systems to cork, have introduced new features and push the product envelope further than... |
| Article | By Emily Hooper The surge of interest in luxury vinyl tile (LVT) has a team of newer players coming to bat on the resilient field. Companies with different backgrounds, from click systems to cork, have introduced new features and push the product envelope further than ever before. Experienced manufacturers have also been challenged to innovate, finding ways of improvement in areas like installation, whether it aims to reduce preparation time, ease the stress of custom installation or even allow for do-overs. The common factor for all mills is the ability to offer the expensive look of stone, wood or ceramic tile at a price point that entices today’s price-savvy consumer. Armstrong Luxe Plank, the mill’s floating LVT, features Lynx technology with the ability to reposition each plank as many times as necessary. “It’s the easiest LVT floating installation on the market,” said Alan Cubell, vice president of residential resilient. “Lynx Technology starts with specially formulated super thick LVT planks combined with a manufactured film with a highly advanced, performance-oriented, pressure-sensitive adhesive.” Luxe Plank is particularly attractive, Cubell said, because it offers the look the consumer wants—from wood, stone, ceramic, slate or original graphic designs—at a price she can afford. “The final decision will depend on a combination of factors including personal preference, where the floor is being installed, budget and lifestyle.” CBC Claiming to have the market’s first true commercial LVT, the Toli brand presents realistic wood and stone visuals in three collections—Lightwood, Lightwood RE and Lightstone—without the hassle of maintenance, said Chip Braulick, CBC’s senior marketing manager. “Lightwood has recently undergone an update of colors and textures, resulting in 19 new SKUs,” he said. “That and Lightstone have been used in healthcare, retail and education markets for close to 20 years.” The most recent addition to Toli, Lightwood RE features embossed in register surface texture, dimension and a realistic aged surface appearance, Braulick said. He also attributes its vinyl construction and PUR polyurethane wearlayer to decreased susceptibility to indentations, scratching or warping. “As such, it is a low maintenance product that can be cleaned with water and requires no waxing.” LVT is a choice buyers can make with confidence. “Despite a lot of downward price pressure, particularly in the LVT market, the end user still wants the insurance of a tried and true product,” Braulick finished. “Toli LVT gives her just that.” Congoleum Ovations is different in that it comes in slightly smaller dimensions than most other brands with a slightly higher gloss level, said Dennis Jarosz, senior vice president of sales and marketing. “It provides retailers an answer for the consumer looking for a slightly smaller LVT as well as a higher shine.” In 15 natural visual SKUs, he said there is something to please every taste. Because it is slightly smaller, Ovations comes at a lower price point than other offerings in the Congoleum portfolio. “It offers value-conscious consumers the look of upscale LVT at a budget price,” Jarosz added. Mannington The mill introduced the industry’s first variable-width vinyl plank under the name Provence, said David Sheehan, director of laminate and resilient business. Available in 3-, 4 ˝- and 6-inch planks packaged in one box, the collection is a new achievement, he said. “Amazing details in knots and texture, along with the accentuated edging, create a dramatic look that adds a touch of European flair to any room.” Currently, the line comes in three colorways: Chardonnay, Syrah and Cognac. Metroflor With claims as the first company to bring LVT to the U.S. market, Metroflor defines standards and consumer choices with products like Hybrid. As the name suggests, the collection is a blend of LVT and laminate systems’ best characteristics. “Basically, the No. 1 criteria in a superior LVT installation is a smooth subfloor, and Hybrid has a perfectly smooth HDF subfloor already attached to the back,” said Michael Raskin, president. In addition to the LVT’s 12- and 20 mil wearlayers, the product is solid and has a denser sound with foot traffic than traditional laminate floors. “The demand for LVT is growing and customers are realizing it is a completely differently product that has primarily been sold in home centers,” Raskin elaborated. “Those products are like comparing a Mercedes to a Yugo.” Pergo Showcasing a product unavailable until the fall, the company known for its laminate and click systems has developed an LVT it bills as Luxury Vinyl Blocks and Planks. “It offers a variety of value-added features for specialty retailers and consumers alike,” said George Kelley, president and CEO. Installation is cited as exceptionally easy due to limited subfloor preparation and PerfectFold Joint Technology. “Traditional LVT tends to be less durable over time, so our objective was to make a truly high-performance product that will meet and exceed the demands of our specialty retail partners and their customers,” Kelley added. LVT products are scheduled to launch into key accounts starting in the third quarter of 2010. Tarkett Relaunching its LVT line, Permastone, the collection now boasts five new designs with 19 new colors, said Gary Finseth, director of marketing. “They are ultra-realistic and reflect where the design trend is headed in the market,” he added. Three installation methods further add to the product’s diversity. GroutLess is just as it sounds and hides subfloor imperfections. GroutFit has a pre-set grout on two sides of each tile, meaning there are no visible seams, and GroutFil is a real grouting option. “With Permastone costing a fraction of tile, this is a very appealing option,” Finseth said. USFloors A new force in the resilient category, the manufacturer of unique and sustainable floors utilizes cork in its tile. “[With Vinacork] the cork adds an eco-friendly component, which is not typically associated with LVT,” said Gary Keeble, marketing manager. “It enhances the durability of LVT with the many inherent benefits of cork— warmth, comfort, sound insulation, enhanced thermal insulation and more.” Also a glueless profile, it installs with proprietary CorkLoc technology. “While the product-only price may be a little higher for Vinacork, the total installed cost is much cheaper than gluedown LVT when factoring in the floor prep, leveling compounder, primer, adhesive and installation time,” Keeble said. Wicanders Also a new player in the LVT arena, Wicanders is working cork into the segment. In addition to highlighting new materials, it is a floating installation in planks and tiles, said Paulo No-gueira, managing director of Amorim Flooring North America, makers of the Wicander brand. “Unlike any other floating LVT, Vinylcomfort has an extra layer of cork between the HDF and the vinyl, giving more comfort, warmth and resilience.” He also commented on its realistic wood visual, micro-beveled edges, 25-year residential and 15-year residential warranty and anti-scratch surface finish. “It’s a unique flooring solution at a desirable price point,” he said. |