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.”