Shaw Floors rolls out phase one of 2021 product introductions

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Dalton—​Shaw Floors​ has announced its phase one luxury vinyl, soft surface and hardwood introductions for 2021. According to the company, its luxury vinyl introductions are focusing on balancing and diversifying SPC portfolios and new WPC innovations. Its soft surface introductions will focus on what it calls timeless and proven styles, and its hardwood introductions will focus on premium styles from The Gallery collection and its made-in-America, 100% real hardwood styles.

Following is an overview of those new introductions.

2021 rigid core introductions

According to the company, its luxury vinyl introductions are focusing on mineral core offerings featuring industry-leading, scratch-resistant technology, balancing and diversifying SPC portfolios and new WPC innovations.

“Shaw is the industry leader in waterproof flooring and our Floorté​ collection meets diverse consumer preferences and application needs with low-maintenance, high-style rigid core offerings in mineral core, WPC and SPC,” said Matt Rosato, director of Shaw Floors hard surface retail channel. “Our phased approach to product launches in 2021 allows us to create cycles of new introductions throughout the year, making us and our customers more agile and quicker to adjust to shifting consumer needs. This approach also helps keep RSAs laser-focused on product training and promotions and reduces service timelines. Flex merchandising updates will allow retailers to convert existing displays to showcase products in new and exciting ways and new graphics amplify the pet story with QR codes for real-time information and a slide-in info graphic for RSA support.”

Phase one rigid core introductions include:

Floorté Elite Series​

Prodigy HDR Plus

100% waterproof mineral core styles designed not to swell, cup or crack. It features elite pet protection with a 15-year residential scratch warranty. Enhanced natural realism more closely mimics true hardwood visuals, spotlighting the latest design innovations in waterproof flooring.

Prodigy HDR Plus: ​Get elite pet protection and unmatched beauty in on-trend colors inspired by global travels. Features a 15-year residential scratch warranty.
7 x 48 | 9mm | EIR | 10 colors

Prodigy HDR MXL Plus: ​Enhanced natural realism technology and multi-length, extra-long boards more closely mimic the high-end visuals of natural hardwood. Features a 15-year residential scratch warranty.
9 x 86 multi-length | 9mm | EIR | 10 colors​

Floorté Pro Series​

Beauty meets beast-mode with 100% waterproof SPC styles designed not to swell, cup or crack and featuring commercial-grade durability.

Paladin Plus: Accent beveled edges and realistic embossing create a natural wood look.
7 x 48 | 5mm | 12-mil | 8 colors

Floorté Classic Series​

Get classic style and amplified comfort with 100% waterproof WPC styles designed not to swell, cup or crack and featuring enhanced sound absorption and comfort underfoot.

Pantheon HD Plus Natural Bevel​: Popular WPC style now featuring a natural bevel for a seamless transition between each plank for a more realistic and natural floor.
7 x 48 | 8 mm | 20-mil | 10 colors

2021 hardwood introductions

Sanctuary Hickory, from Shaw’s Repel real hardwood line, reflects a more sophisticated visual.

Shaw Floors​ has announced its phase one hardwood introductions will be focusing on premium styles from The Gallery collection and its made-in-America, 100% real hardwood styles featuring Repel splash-proof technology.

“We’ve leaned on our industry-leading consumer research to ensure we’re providing customers with the most in-demand designs and performance innovations,” said Matt Rosato, director of hard surface retail channel. “Premium styles from The Gallery feature product stories honoring the craftsmanship that inspired each new introduction that RSAs can share with consumers. New Repel branding boasts a splash-proof technology for an enhanced water/moisture protection story with consumers. What’s more, our phased approach creates a strategic focus on product training to simplify the launch cycle for RSAs who already have a lot to juggle. We’ve also curated product packages and displays to target different regions of the country—something we’re really excited for retailers to take advantage of in 2021.”

Phase one hardwood introductions include:

The Gallery​

Premium hardwood offerings designed for the discerning consumer to bring natural artistry into the home.

Castlewood Prime: Inspired by West Coast style and the growing desire for cleaner, more sophisticated visuals. Be sure and pair with coordinating Caress styles for a custom rug to complete the look.
9/16 x 7.5 | Oak Up to 86.6-inch lengths | 3 colors


Made-in-America, real hardwood styles, designed for the traditional hardwood consumer who needs extra household protection from topical moisture. Featuring REPEL​ splash-proof technology and ScufResist​ Platinum finish.

Exploration West: Inspired by the colors that are produced as wood undergoes the natural aging process.
3⁄8 x 63⁄8 | Oak Up to 58.5-inch lengths | 3 colors

Exploration Hickory: On-trend, low-gloss looks with subtle neutral tones that transform the beauty of hickory.
3⁄8 x 6 3⁄8 | Hickory Up to 58.5-inch lengths | 4 colors

Sanctuary Hickory: On-trend color adds quieter hues and the softer, more sophisticated side of hickory.
1⁄2 x 6 3⁄8 | Hickory Up to 58.5-inch lengths | 3 colors

2021 soft surface introductions

Shaw Floors’ Harmonius I, II and III provides a versatile, yet on trend subtle tonal suitable for any room.

Shaw Floors has announced its phase one soft surface introductions, focusing on what it calls timeless and proven styles that offer beauty and performance at budget-friendly prices.

“Our soft surface new introductions bring the consumer proven beauty and performance with tonals, textures and patterns inspired by artisans and craft traditions across the globe,” said Teresa Tran, vice president of Shaw Floors retail channel. “What’s more, we were intentional this year about simplifying and amplifying the timing of our new product launches.”

Tran added that large product introductions year after year can be overwhelming, especially given the workload of RSAs. “Strategic, phased product cycles allow us to focus our product training on targeted styles and service sample orders quickly. We can also further understand and respond to shifting market needs, monitoring consumer trends and purchasing habits to ensure our customers get the right products at the right time. Our phase one new introductions offer true solutions by helping to reduce noise levels in the home or sprucing up a new home office with a custom rug—and at price points that won’t break the bank.”

2021 introductions include:


Timeless and proven favorites to endure the test of time.

Harmonious I, II, III: A versatile, yet on-trend, subtle tonal designed for any room or the entire home. The color palette moves from cool to rich.
35-ounce, 45-ounce, 60-ounce (good, better, best) | 12 shared colors

Faint Intent / Naturalistic: Both soothing and crafty, these timeless loops stimulate both the sense of sight and touch.
42-ounce nylon | 9 shared colors

Alluring Canvas​ / ​Fine Tapestry: Inspired by the vastness of textures found in crafting textiles, these unassuming masterpieces aptly portray their style names.
45-ounce nylon | 15 shared colors | Colorpoint technology

Simply the Best Values​

Budget-friendly styles.

Framed View / Iconic Way: Framed View​: Inspired by block printmaking, a repeated element and the relationship of negative and positive space that creates the design.

Iconic Way​: Inspired by an embroidery stitching technique known as couching, the pattern creates the visual of long coiled stitches.
24-ounce, 26-ounce soft PET | 12 coordinating colors (6/6) | solution dyed

Loop De Loop: Inspired by macro-lense photography capturing organic elements down to the smallest detail.
26-ounce soft PET | 6 colors | solution dyed

Value and commodity styles are also available, according to Shaw. New products and services are currently being showcased at private, personalized meetings with customers in safe, comfortable environments that don’t require travel and avoid large gatherings. Shaw Floors also announced that new updates and efficiencies are in place for sundries, with more St. Jude opportunities on the horizon.

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