Shaw Floors has announced its phase one luxury vinyl introductions, focusing on mineral core offerings featuring industry-leading scratch-resistant technology, balancing and diversifying SPC portfolios and new WPC innovations.

“Shaw is the industry leader in waterproof flooring and our Floorté collection meets diverse consumer preferences and application needs with low-maintenance, high-style rigid core offerings in mineral core, WPC and SPC,” says Matt Rosato, director of Shaw Floors hard surface retail channel. “Our phased approach to product launches in 2021 allows us to create cycles of new introductions throughout the year, making us and our customers more agile and quicker to adjust to shifting consumer needs. This approach also helps keep RSAs laser-focused on product training and promotions and reduces service timelines. Flex merchandising updates will allow retailers to convert existing displays to showcase products in new and exciting ways and new graphics amplify the pet story with QR codes for real-time information and a slide-in info graphic for RSA support.”

Phase one rigid core introductions include:

  • Floorté Elite Series - 100 percent waterproof mineral core styles designed not to swell, cup or crack and featuring elite pet protection with a 15-year residential scratch warranty. Enhanced natural realism more closely mimics true hardwood visuals, spotlighting the latest design innovations in waterproof flooring.
    • Prodigy HDR Plus / Prodigy HDR MXL Plus 
      • Prodigy HDR Plus : Get elite pet protection and unmatched beauty in on-trend colors inspired by global travels. Features a 15-year residential scratch warranty.
      • 7” x 48” | 9mm | EIR | 10 Colors
    • Prodigy HDR MXL Plus : Enhanced natural realism technology and multi-length, extra-long boards more closely mimic the high-end visuals of natural hardwood. Features a 15-year residential scratch warranty.
      • 9” x 86” Multi-Length | 9mm | EIR | 10 Colors
  • Floorté Pro Series - Beauty meets beast-mode with 100 percent waterproof SPC styles designed not to swell, cup or crack and featuring commercial-grade durability.
    • Paladin Plus 
      • Accent beveled edges and realistic embossing create a natural wood look.
      • 7” x 48” | 5mm | 12 mil | 8 Colors
  • Floorté Classic Series - Get classic style and amplified comfort with 100 percent waterproof WPC styles designed not to swell, cup or crack and featuring enhanced sound absorption and comfort underfoot.
    • Pantheon HD Plus Natural Bevel 
      • Popular WPC style now featuring a natural bevel for a seamless transition between each plank for a more realistic and natural floor.
      • 7” x 48” | 8 mm | 20 mil | 10 Colors

To view all phase one rigid core introductions (specifications and color swatches), click here .

New products and services are currently being showcased at private, personalized meetings with customers in safe, comfortable environments that don’t require travel and avoid large gatherings. To schedule a customized presentation or for more information on any of the styles featured above, contact your Shaw sales representative.

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