LAS VEGAS—LG Floors held “sneak peak” cocktail parties last month to preview its latest flooring options to industry professionals. Harry Brownett, vice president of sales and marketing, said the company is focused on providing collections aimed at design using technology for a broader range of colors, patterns and textures.

“Our line is very rational from end to end with many coordinating pieces,” he said, “which is good for design—great flexibility and many choices.” However, he also noted rational does not mean boring. “You have to be innovative and fresh; if you’re not, you’re just another commodity. And we don’t want to be a commodity; it’s more fun to be a leader.”