Ever since its introduction into the U.S. marketplace in 1994, laminate flooring has been in a constant state of evolution. Due to technological advances, the product being installed today looks much more like the materials it is mimicking than ever before.

The following is a sampling of what retailers can expect to see from manufacturers in the coming year.

Mannington

“We continue to leverage our technological advantage to produce laminate that is uniquely Mannington,” said David Sheehan, director of laminate and resilient. “For example, we’re the only manufacturer with a truly irregular edge treatment; used today on our award-winning Time Crafted Maple product. Mannington also has the most realistic laminate tile on the market today, Venicia. It uses NatureForm Optix technology for texture and depth, and Optic Edge helps us create incredibly thin, realistic grout lines that resemble real marble.”

From an environmentally preferable standpoint, he added: All Mannington laminate is made in the United States at its manufacturing facility in High Point, N.C. “This translates into less energy used in transporting the product. In addition, Mannington laminate uses no adhesives or glues in the direct-pressure manufacturing process, just heat and pressure.

“We believe these products will be successful because Mannington leverages its expertise in the ‘real’ categories of porcelain and hardwood and quickly translates the best-selling looks into laminate and resilient,” explained Sheehan. “It’s part of our advantage over other single-category manufacturers and something that works well as a selling point at retail. Consumers feel good knowing that the looks they’re being offered are already proven winners.

“That diversification has helped us develop award-winning patterns like Time Crafted Maple,” he concluded, “which we created when we saw that the ‘time worn’ look was an emerging trend in real hardwood.”

Pergo

Earlier this year, Pergo introduced two new premium collections— Elegant Expressions by Pergo and Pergo Commercial. According to said David Small, vice president of marketing, these collections encompass the latest trends in laminate flooring, “offering superior durability, innovative technology and popular décors. Elegant Expressions products feature an array of exclusive Pergo manufacturing and design innovations— including new ScratchGard Advanced, a patented technology that provides 30% greater scratch and scuff resistance.

“Each of the 28 SKUs also boasts an attached 10mm core premium underlayment for un-paralleled durability,” he explained, “as well as beveled edges, embossed in-registered textures and lacquer and satin gloss finishes for extremely realistic appearances.” In addition, Elegant Expressions is protected by a lifetime residential warranty.

Pergo Commercial includes 14 SKUs, all of which feature a 10mm core, TitanX surface protection for the durability that’s crucial in commercial settings experiencing heavy foot traffic, he noted, and both offer a 10-year limited light commercial warranty and a lifetime limited residential warranty. This collection also includes a dual-locking click system and anti-static technology, as well as antimicrobial properties to prevent bacteria and viruses from multiplying.

Small believes these two collections embody the “best of the best” in laminate flooring. “Customers want durability and a realistic look—not to mention a lower price point. Even though Elegant Expressions is an ultra-premium collection, it still carries a lower price per square foot than real wood.

“Pergo Commercial is suitable for both Main Street businesses and active residences. With a wide range of décor offerings, from exotics like bamboo and koa to traditional looks like maples and oaks, Elegant Expressions and Pergo Commercial offer something to fit each and every style.”

Quick•Step

As a leader in both style and innovation, Quick•Step continuously brings “industry-firsts” in design possibilities to consumers, noted Roger Farabee, vice president of marketing. “The launch of our patented UniLink locking system this year has been embraced by the industry, and we anticipate a continuation of enthusiasm for this product in 2009. With Linesse, we have provided consumers with the ability to create a fully customizable stagger that heightens the authenticity of the hardwood strip look—something never before available in our industry. Additionally, with Uni-Link technology, installation time is reduced by 30% when compared to individual hardwood strip flooring, a quality that is more important than ever in economic times where affordability is paramount.”

Moving into 2009, he noted, “We see exotics and hand-scrapes, as well as rustic wood looks, continuing to be a big draw for consumers. In the U.S., there is a great deal of eclecticism—a wide variety of looks appealing to a wide variety of people. Quick•Step has already been keenly focused on providing a wide variety of choices to satisfy these many different decorating needs, so we anticipate the designs we are offering to continue to be sought after in 2009. Consumers want a high-end look in their homes with a floor that is personalized and customized to fit their design tastes.”

Quick•Step offers decors ranging from exotic woods such as Brazilian Cherry, African Wengé and Malaysian Merbau to the “warmth and versatile elegance” of a myriad of domestic species.

In 2009, he concluded, “We anticipate seeing variations of high-gloss and rustic, and more modern designs in the form of the ‘minimalist influence’ of European designs. We believe this look is going to be popular, in part, because more people are moving back into urban settings, including both young people and empty nesters. One design trend that we definitely see continuing in 2009 is the consumer demand for decors that are easy to maintain.”

Shaw

Shaw is launching a laminate collection named Safari, which offers stylish high-gloss products with better clarity and a revolutionary new scratch resistance technology, noted Eric Erickson, laminate product category manager. “The collection will be introduced into the market within the next few weeks. The enhanced scratch resistance technology adds durability and stronger performance to high-gloss products and will be featured on many new SKUs during the Shaw WinterMarket events.”

Shaw’s LocNPlace technology is thriving in the marketplace and has been very well received since its introduction in winter 2008, he noted. “Installation of LocNPlace products requires a simple singleaction angle and drop. Ends of the laminate click vertically. Lifting of the previous piece of laminate during installation or the use of traditional installation tools such as a hammer and tapping block are unnecessary. Shaw will continue to roll out this new technology, including many new products this winter.”

The latest surface treatment for Shaw is the new high-gloss finish featured in the Safari collection. This sleek look offers sophistication and style and gives laminate an authentic furniture-finish found in solid wood products, said Erickson. “Additionally, handscraped looks are becoming more authentic and realistic. We’re working closely with Anderson to explore the latest textures and visuals in the wood market and carry this through to our laminate offerings. This winter, we will be introducing a laminate visual much like Shaw’s successful Grand Canyon wood product. The 5-inch wide plank will feature a similar hand-scraped visuals in dramatic dark colorations.”

From a styling perspective, he concluded, “Exotic visuals continue to be prominent especially as environmental awareness evolves. High-gloss looks, the character displayed in hand-scraped products, as well as deep colors such as chocolate browns to almost blacks are popular. Also, this winter, we will be introducing a stylish stained concrete tile visual.”