COREtec, premium flooring brand of Shaw Industries Group, Inc. (Shaw) who launched the industry’s first waterproof rigid core product, has announced its 2024 new product introductions. The brand reports its new additions focus on true consumer solutions, with products designed to meet homeowners’ most-desired performance benefits and messaging tested and proven to succeed at retail.

2024 starting lineup:

COREtec Tile

Traditional tile can be disruptive and requires scarce, specialized labor. COREtec Tile meets market demand for tile visuals with an average of 50% savings on installation time and costs. The brand reports its COREtec Tile collection addresses market pain points with a consumer-first mindset and innovative solution to traditional tile.

17 new 12” x 24” COREtec Tile products are available in SPC, WPC and mineral core platforms. Styles are organized in a good/better/best collection strategy with simplified pricing and an easy, one-stop merchandising experience. This consumer- and RSA-friendly program helps you turn more jobs with less skilled labor and helps your customers achieve the look of tile and stone without the hassle, disruption and mess that comes with a traditional tile installation.

COREtec Soft Step

In response to market success, COREtec is expanding its portfolio of products featuring its attached Soft Step underlayment. This key brand innovation and best-selling 2023 product introduction is featured on COREtec Originals (WPC) styles. WPC meets many consumer demands – offering durability, comfort and easy cleaning – and Soft Step underlayment addresses hidden purchasing drivers related to sound, warmth and eco-friendliness.

Nine new COREtec Originals (WPC) styles featuring the attached Soft Step underlayment are available. Four of the new styles come in a versatile 7” x 48” plank size, while the other five are a larger 7” x 60” platform.