Mannington's Belmonte

Salem, N.J.—In a bold move that changes the landscape of it resilient line, Mannington Resilient has consolidated the upper end of the category into one easy-to-shop and easy-to-sell collection.

“Based on input from consumers and retailers, we needed to simplify this line,” said David Sheehan, Mannington’s director of resilient business. “And we’re going to regain vinyl’s value proposition with the most attractive, realistic and affordable vinyl on the market.”

The newly-launched collection is called Naturals with NatureForm Optix. It features 52 high-velocity SKUs and includes 14 patterns—six of which are new and the remaining eight are top sellers currently in the line.

In addition, the collection features a 20-year warranty and a unique “Gotta Love-it Guarantee.” With the Gotta Love-it Guarantee the consumer lives with her floor for 30 days. If, after those 30 days she does not absolutely love her floor, Mannington will replace it with a resilient product of equal value.

Building on the success of last year’s Realistique launch, Naturals with NatureForm Optix focuses on three key factors: the consumer, technology and home fashion trends. “Voice of customer” research tests new patterns and colors with consumers, then segments their responses based on lifestyle, ethnicity, age and demographics, Sheehan explained. “The design team implemented ever greater realism and detail thanks to NatureForm Optix technology. And home fashion trends, which point toward the consumer’s flair for eclectic home decor, dictate the balance of traditional and contemporary looks the line should include.

“The patterns in Naturals with NatureForm Optix are a blend of natural, elegant and contemporary designs,” he added.

One trend, called Back to Nature, is dominated by texture and handcrafted looks, with rustic, weathered beauty. Featured in this style are:

• Indian Slate - A 9-in. rustic slate featuring irregular edges;
• Tibetan Slate - A 7.2-in. rugged textured slate;
• Belmonte - A “beautifully crafted” pattern that combines an artisan motif with natural sandstone tiles;
• San Pedro - A sun-weathered Mexican stone in multicolored geometric layout, and
• Malpensa - A rustic stone checkerboard combining tumbled stones with etched decorative tiles.
“The Natural Elegance trend is minimalistic and organic, and combines natural colors with dramatic accessories,” Sheehan said. The patterns in this trend include:
• Shenandoah - A 12-in. travertine showcasing “wonderful color and textural effects,” he noted;
• Siena - Showcasing character, depth, and beauty in a 12-in. metamorphic sandstone;
• Sandstone Valley - A large scale modular depicting multi-sized tiles and realistic detail, and
• San Giovanni - A weathered Italian limestone set on a diagonal combined with a border tile.
The last group of introductions complement an emerging trend called Urban Chic, which is marked by cool, contemporary looks that are simple yet also dynamic:
• Carolina Oak - which features random width and length planks with rich character graining, and
• Grand Cayman - the next generation of slate, with “bold texture and deep, rich, earthen hues.”

And three more patterns, featuring a new luster gloss, which imitates the gloss that the natural materials have:

• Ashley Manor - A 12-in. classic marble look;
• Etruscan - an allover design with the look of polished Corinthian stone, and
• Checkpoint - An ageless checkerboard that never goes out of style.

“We think this new naturals line will really resonate with both the consumer and the dealer,” concluded Sheehan. “It has the best of both worlds—good looks and a great price.”
—Louis Iannaco