Laminate: Retailers reveal profitable products

October 30, 2015

October 26/November 2; Volume 30/Number 10

By Nadia Ramlakhan

Screen Shot 2015-10-30 at 4.58.18 PMWith 2015 in its final months, retailers across the country are reporting a shift in the laminate category. While there is buzz about newer designs in LVT, particularly with a focus on hybrid products like WPC and EVP, many dealers are prospering in the laminate segment thanks to lack of competition in their particular markets. As such, laminate manufacturers have been vying to stand out in a sea of sameness by introducing wider planks, multi-widths and more creative patterns and designs. FCNews asked retailers about their best-selling products and what makes them unique.

Casey Dillabaugh

Dillabaugh’s Flooring America

Boise, Idaho

“Our best selling laminate is through our local distributor, T&A Supply. Their line, TAS at Home, is priced aggressively with looks that compare to the national ‘big boys.’ They offer lower pricing and better service than we get from a lot of national vendors for like products.”


Dawn Iversen

Jerry’s Floor Store, Fridley, Minn.

“Short, sweet and unanimous—Casabella for its good price points, newer colors and styles. Casabella is a private label brand from All Tile. In general, wider planks and dark rustic or glossy wood looks have been more popular.”


Troy Wonnacott

Bassett Carpets, Longmont, Colo.

“We use mainly three manufacturers for laminate: Quick-Step, Shaw and Evoke. They give us the most variety of price, quality and style. Representation from the manufacturer level has always been mandatory for us and those companies have knowledgeable, professional people who are always accessible. Far more important to us is the ability to know our customers can enjoy their new floors and we don’t need to lose sleep on the expectation of them calling us with any issues.”


Trent Schutte

Century, Grand Rapids, Mich.

“The laminates we sell the most of are Shaw and the Mannington Restoration Collection. These two lines have the best looks and we seldom have defects or claims with them.”Screen Shot 2015-10-30 at 4.58.32 PM


Kevin Murray

Murray Floor & Window Coverings

Billings, Mont.

“Laminate is more of a commodity product so when we do sell it, it’s usually one from a local distributor. Bourbon Street from TAS at Home is probably our best seller.”


Steve Weisberg

Crest Flooring, Allentown, Pa.

“Quick-Step—it has the best locking system which is loved by our installers and do-it-yourselfers alike plus fashionable offerings which seem to be updated more often. Mannington’s handscraped products are in second place.”


Ron Rogers

America’s Carpet Barn

Traverse City, Mich.

“IVC Balterio laminate is my best selling laminate because of its water resistant technology and great looking patterns.”


Sam Chesher

Carpet Wise Flooring America

Longmont, Colo.

“Our best-selling products are both in the Flooring America’s Floorcraft display. In terms of square feet it’s Malagasy, a pad-attached product, and in terms of dollars it is Ossabaw Island, a 12 mil product. Having private labeled SKUs that are very well made gives our salespeople the confidence to show consumers the difference between quality and the big box offerings.”


Greg Loeffler

Pierce Flooring & Design

Missoula, Mont.

“Our best selling laminate is an import we buy through distribution called Bentley. It is an overall 12mm thick, multi-width product [available in] 3-, 5- and 7-inch widths sold to us through T&A Supply out of Kent, Wash. The look is a combination of quarter sawn and scrape, which is very appealing in our market today.”

Screen Shot 2015-10-30 at 4.58.25 PM

Carlton Billingsley

Floors & More, Benton, Ark.

“We work with our local distributor, Adleta, to source our laminate called Bella Cera. The product is very well made and in compliance with all current regulations. We have the product available each morning from our distributor for pick-up with delivery twice a week on their company truck. Pricing is very competitive and we have great support from our friends and vendors at Adleta. Our customers have been very responsive to larger display panels when shopping and we have had zero complaints of manufacturing defects.”


Denise Smith

FA Design Build

Fairfax, Va.

“Our best selling laminate is Armstrong’s Coastal Living in Oyster Bay Pine. We have it displayed on our showroom floor in a kitchen vignette that greets you as you walk through the front door. Because the kitchen speaks perfectly to the transitional taste of so many of our customers, it is very popular.”


Paul Riemer

Riemer Floors

Bloomfield Hills, Mich.

“We classify USFloors COREtec as a laminate and it is our best seller due to a core that can go over ceramic without removal. In true laminate it is Armstrong’s Grand Illusions for its visuals, price point and durability.”

Related Articles

Floor Covering News

Press Release

Shannon Specialty Floors names Ellie Dowden Priester director of marketing

Chicago—At NeoCon 2018, Shannon Specialty Floors named Ellie Dowden Priester director of marketing—a newly created position that she was promoted to here. “Ellie has played a pivotal role in the

Read More

Armstrong energizes commercial vinyl sheet in new DecorArt Rejuvenations

Lancaster, Pa.—DecorArt Rejuvenations flooring, a vinyl sheet collection from Armstrong Flooring, introduces a versatile range of updated designs that deliver enhanced realistic visual impact and long-lasting performance to contract interiors.  New visuals with exquisite

Read More

Crossville’s Convergence collection awarded Silver at Best of NeoCon

Crossville, Tenn.—Crossville was recognized with a Silver Award for its new Convergence glass collection at the Best of NeoCon showcase, June 11, in Chicago at the kickoff breakfast to NeoCon 2018. Honored

Read More