TEMPLE, TEX.— Wilsonart Flooring has developed two new laminate flooring industry exclusives. For the first time, effective since Sept. 1, the company’s residential flooring products are now covered with a warranty for impact resistance, reinforcing the high pressure laminate (HPL) advantage over low (direct) pressure laminate (DPL) and wood products, noted marketing communications manager Tammy Weadock. “On the technology front, our new Clarilyst Enhanced Performance creates a stronger surface that also amplifies the beauty of design and finish.

“Wilsonart’s performance and durability have reached new heights with these new developments,” she explained, “which will provide consumers with innovative new ‘reasons to believe’ in our HPL laminate flooring. Our new Residential Impact warranty reassures consumers that everyday mishaps won’t hurt their Wilsonart floor, while the Clarilyst technology assures its ongoing beauty and wear resistance.”

By introducing the industry’s first impact resistance warranty, noted Weadock, Wilsonart reinforces the superior performance attributes of HPL, with a surface three to five times thicker than low-pressure laminate that consistently outperforms other flooring surfaces. “The Residential Impact warranty clearly demonstrates our confidence in HPL’s superior strength and durability.”

Wilsonart’s Classic collection will be covered for five years, while the Estate Plus, Red Label and Professional Studio collections will have a 10-year impact warranty. The existing wear, fade, stain and topical moisture guarantees remain.

“Dealers can dramatize Wilsonart Flooring from a performance standpoint,” she added. “The company will provide a new Impact Demonstrator, which replicates the result of a weight equivalent to an eight-ounce can dropping on the floor from a standard 3-foot countertop height. Consumers will make an emotional, real-life connection when they see what happens to samples of different types of products when subjected to this falling object—and how Wilsonart Flooring performs.”

In an industry breakthrough, said Weadock, Wilsonart applied R&D advancements from the laminate countertop side of its business to flooring products with the new Clarilyst technology to address scuffing and marring on smooth finishes. “Beyond heightening wear resistance and strength, Clarilyst also provides the ability to intensify the realism, beauty and longevity of Wilsonart’s Silken and Fine Grain finish flooring.”

The Impact Demonstrator with tester flooring samples, graphics and in-store signage for the Residential Impact warranty and Clarilyst enhanced technology will be available to Wilsonart retailers mid-fall, she concluded.

For more information, call Wilsonart at 800.435.9109.