COREtec, the premium rigid core brand of Shaw Industries Group, celebrates its 10-year anniversary with the introduction of new styles and innovation.

“This year is quite a milestone, as 10 years ago COREtec was introduced and disrupted the flooring industry as the first Waterproof Foamed Core (WPC) product to hit the market,” said Charla Pettingill, director of hard surface product design for Shaw Residential. “In 2022, we’re expanding the color line with nine beautiful colors. These ultra-realistic oak and walnut visuals are further authenticated by our subtle plank enhancements, making these styles some of COREtec’s leading designs.”  

Paying homage to COREtec’s goal to transform the flooring industry with bold, innovative floors, these nine new floor colors will be introduced under COREtec Originals and illustrate the brand’s 2022 design theme, Revolution. 

The rigid core floors feature Enhanced Integrated Bevel Technology that integrates bevels into the plank during creation. This achieves a premium product that, more than ever, both looks and feels like genuine hardwood while also boasting the most enhanced waterproof*, kidproof, pet-proof protection in the industry, the company said.

COREtec will also be introducing several other cutting-edge features later in 2022 including:

New acoustic underlayment: This new underlayment has been rated 70% higher in sound absorption and 46% (WPC) to 450% (SPC) higher in warmth rating than other luxury vinyl flooring brands. Made with recycled plastic bottles, it is also a sustainable product innovation.

Direct Digital Design Technology: Digital Design Technology captures more of the natural character of wood by producing an organic and varied flooring visual with an expansive pattern repeat of over 200 sq. ft.—a 114% increase.

An all-new merchandising system helps retailers sell the floors more efficiently. Watch our TalkFloor interview with Shaw's Grant Jackson about COREtec's simplified displays.

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