In an industry increasingly dominated by hard surfaces, Engineered Floors is writing a different narrative—one where carpet is not just surviving, but thriving. "We saw a resurgence in carpet in the fourth quarter," noted Eric Ruppert, senior director of product marketing and category management, signaling a shift in the flooring landscape.

The company's groundbreaking DreamWeaver PureColor High-Def technology, first introduced in 2023, is at the heart of this revival. Gold Standard, Engineered Floor's flagship High-Def product, has been the bestselling carpet line for two consecutive years—a testament to the power of innovative design and performance. The cut-pile carpet features color-rich neutral styles, all boasting superior stain and wear resistance, comfort, and performance. 

"We talk about an offense and a defense, right?" said Joe Young, senior VP of product and marketing, at The International Surface Event in Las Vegas. "There's no getting by it. It is more competitive today than it was when we came into the market, so we continue to innovate with PureColor High Def—innovative products like that are taking performance and visuals to a different level."

The Prismatic collection illustrates this go-to-market philosophy. As competition in the market gets fiercer, Prismatic comes in at key price points with a nuanced approach to color.

"We did some things where we were able to mix 24 total colors into the product that make a more blended, more natural look," Young said. "We're taking that High-Def technology and then we're mixing in some of our proprietary space dye colors into it. So you're getting what I call a touch of color." This approach addresses a critical market need—adding "a little bit of flair to an otherwise pretty neutral palette."

For 2025, Engineered Floors is preparing an ambitious launch of more than 30 new styles across its DreamWeaver and Pentz brands. The TwistX category will feature four new patterns, complementing existing collections and demonstrating the company's commitment to continuous innovation.

Launches in DreamWeaver include Lucky Penny, a tailored textured cut-pile; Autumn Glow, a cut-pile; and Timberline, a textured cut-pile. DW Select launched San Lucas, a patterned loop made from PureColor SD Polyester featuring twistX technology. 

The company's strategy goes beyond aesthetics. Market research has revealed fascinating generational trends in carpet purchasing. Gen Z consumers are drawn to carpet for its nostalgic appeal, while younger Gen X and millennial buyers see it as a style statement. This insight is most evident in their approach to loop patterns.

"They used to be mid-range loop patterns were kind of a poor man's pattern because they couldn't afford an LCL [level cut loop]," Ruppert explained. "That's not the case anymore. These products with the pattern that's in them is very distinct and people kind of like that whole look, personalize their room."

The company recognizes that while hard surface flooring continues to gain market share, carpet remains a vital part of the residential flooring mix—especially when it offers distinctive styling and clear value propositions.

"We're not just selling floors," Ruppert said. "We're helping people create homes that reflect their unique personalities."

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Read More: Engineered Floors Reveals 2025 Hard Surface Strategy.