Mohawk continues to revolutionize the resilient flooring category by redefining performance, beauty and sustainability.

“Mohawk’s Resilient Revolution is more than a movement; it is a breakthrough,” said Adam Ward, Mohawk’s vice president of product management, resilient. “Our goal is to not only help protect homes but also the environment around us, raising the standard of what flooring can be. With products like PureTech and SolidTech R, featuring innovative materials and superior performance, we are ushering in a new era of resilient flooring.”

PureTech

PureTech is planet-friendly, 100% PVC-free flooring made from 70% total recycled content with an 80% renewable, organic core. PureTech provides WetProtect with a lifetime surface and subfloor waterproof warranty.

“PureTech’s 2023 debut ranked among Mohawk’s most successful launches due to the product’s widespread adoption and high demand,” explained David Moore, Mohawk’s vice president of product management. “This year, we are introducing a new tier to create more trade up within the product line. Our two collections of PureTech Premier with Signature Technology embody the allure of natural hardwood with artistic precision. Each plank is crafted with up to 75 layers of texture for multidimensional beauty, and the clarity finish achieves up to four times higher resolution with over 1,000 color variations.”

PureTech Premier’s Woodland Resort collection is cottage-inspired and offers heightened texture and classic oak visuals. The long, wide planks provide the authentic look and feel of wire-brushed wood, while the on-trend palette of warm colors gives the collection contemporary flair.

With inspiration from historical country estates, PureTech Premier’s Kentmore Lodge collection features elevated oak designs on long, wide planks. Authentic wire-brushed visuals in a variety of light neutral tones make the collection perfect for large rooms and open-concept spaces.

Mohawk is also adding its new All Pet Gold to PureTech’s Plus and Premier tiers. “This enhanced protection covers all pets with no exclusions, safeguards against stains and also fortifies the surface from scratches with a lifetime warranty, providing a stronger defense against everyday wear and tear from pets,” said Moore.

Every purchase of PureTech goes toward stopping ocean plastic in collaboration with Plastic Bank. To tell PureTech’s sustainability story, Mohawk’s “Live Pure” campaign comes to life through PureTech’s merchandising, advertising assets available in the Mohawk Ad Center, and full-service marketing support through Edge Local Advertising.

SolidTech

Elevating PVC-free flooring to a new standard, SolidTech R is sustainable high performance from bottle to floor.

“SolidTech R is made with natural stone along with the equivalent of 20 recycled water bottles in each square foot,” said Ward. “With its unique core and drawing from Mohawk’s track record of recycling nearly 60 billion bottles over the past decade, we plan to prevent 6 billion bottles per year from ending up in landfills and waterways. We also broadened our partnership with Plastic Bank to encompass SolidTech R alongside PureTech.”

In addition to sustainable attributes, SolidTech R flooring offers the highest performance for lifetime beauty. SolidTech R is acclimation-free and ideal for new construction and three-season homes. The new SolidTech R Lifetime WetProtect Gold Floodproof Warranty guarantees the flooring will not be damaged by water absorption. SolidTech R also provides three times greater scratch resistance, two times greater joint integrity and three times greater impact resistance than traditional SPC. The new All Pet Gold warranty protects against stains and scratches for all pets.

The visual appeal of SolidTech R is refined by RealPlank technology, which minimizes pattern repeats with up to 30 unique plank designs. HDX color clarity ensures zero loss of color detail with a truly natural matte finish, emphasizing the premium wood look of each plank.

Boasting a natural oak design and color palette, the SolidTech R Select Ashland Crest collection perfectly blends traditional aesthetics with a designer touch. The authentic oak texture and subtle, earthy tones create an inviting atmosphere.

The SolidTech R Plus Oxford Manor collection brings a sense of elegance with its clean, high-end look and sophisticated palette, ranging from cool neutrals to warm browns. Each plank showcases the fine grain and texture of oak to offer a polished yet classic aesthetic.

With the “Heart of Performance” campaign, retail partners have access to Mohawk Ad Center assets, full-service marketing support through Edge Omnify Websites and Edge Local Advertising, and in-store POP kits to drive awareness and differentiate SolidTech R at the point of sale.

In addition to the full launch of SolidTech R flooring, Mohawk is also expanding its SolidTech line in 2025 with two new Plus tier collections.

Embracing the beauty of nature, the SolidTech Plus Barker Hallow collection features the intricate patterns of pecan wood with rustic character. Diverse hues, from light neutrals to warm browns, are perfect for enhancing the ambiance in a variety of spaces.

Combining beauty and durability, the SolidTech Plus Eastbrook Shoals collection showcases elm visuals with organic graining to complement both modern and traditional decor. The natural colors in light to medium tones provide natural warmth for cozy, serene spaces with a chic vibe. With GenuEdge pressed bevels, the surface visual wraps over each plank’s edges and amplifies the product’s realism.

To lead shoppers to the SolidTech line, retail partners can promote the “Joy of Waterproof” campaign online and in store.

VersaTech

Known for its waterproof performance, seamless finish and resilient construction, VersaTech flooring is now available in multiple price tiers to provide versatile options for every budget. The VersaTech Aspen Harvest collection features Mohawk’s spill, stain and scuff guard for easy cleaning and durability.

“We sparked a significant change in the industry when we kicked off the Resilient Revolution last year,” Ward said. “We hope to keep delivering a new kind of love for innovation. Retailers that have not yet acted should seize the opportunity in 2025 to join the revolution.

Click here to learn more about the PureTech, SolidTech and VersaTech lines.