Fall intros: Key selling season touts hot new products

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By Megan Salzano—With the pandemic shaking up product launch strategies, the fall selling season has become a key product launch phase for many suppliers. While Surfaces remains the main stage for most manufacturers, new products are hitting the streets—and dealer showrooms—this fall that have never been seen before.

New product offerings for the 2021 fall selling season cover all categories, from carpet to rigid core to laminate, wood and tile. These new products boast innovative technologies and next-gen designs ideal for a wide variety of consumer needs.



Majorca, featuring a hand-tufted texture, is designed for style and performance. Thanks to the hand-spun yarn, Majorca has a delicate, high-end heathering. Made of 100% UV-stabilized polysilk, it features outdoor performance properties with an inviting indoor feel. Majorca also features a strong colorline.

The Dixie Group

The Dixie Group’s Jag is an all-loop construction using EnVision66 proprietary yarns. A subtle striae of color creates a nimble palette of neutrals and timeless hues. The product references an animal skin yet feels like a usable “overall” pattern. It is conceptually similar to the look in the wool decorative market, the company said. In nylon, the company said it can leverage a long colorline and hit a lot of notes.



Essentials Plus’ 5.5mm SPC core offers superior indent resistance, while its 100% waterproof planks are protected by a 20-mil, commercial-grade wear layer for increased durability and lasting scratch, scuff and stain protection. Available in 60-inch planks with 7- and 9-inch width options, Essentials Plus also features a painted bevel for added realism.

Ava by Novalis

Blending the performance and durability of hard surface with the soft and warm visuals of carpet tile, Ava STRM features two different constructions—5mm loose lay and 2.5mm glue down—in a 9.84 x 39.37 plank format. Ava’s patented Amp Advantage coating makes STRM a solid solution for heavy-traffic commercial areas that need durability and ease of maintenance.


LifeSeal is an LVT that features a diverse color palette that appeals to all décors, with visuals that represent the authentic character found in natural hardwood. Crafted in a variety of fresh colors in on-trend widths and lengths, LifeSeal Classic Plus features 100% waterproof planks that are easy to maintain and can be installed on any level of the home.


Made in Germany using a polypropylene and mineral composite, Elandura’s construction is free of formaldehyde, plasticizers and phthalates. Its composition is waterproof, scratch resistant and boasts ultra-low VOC emissions. It is designed to stand up to spills, scratches and pet accidents. Elandura is available in both plank and tile designs. Each plank design has 21 unique planks and 16 for tile.

Lions Floor

Lions Floor will launch a new collection of SPC colors in the fourth quarter of 2021. Upon listening to the voices of its customers, Lions Floor said it has selected the most in-demand colors and designs to create a new, exclusive collection that aims to be the most adaptive and fitting solution for the immediate market. The collection features 9 x 60 planks with painted bevel edges and registered-embossed surfaces, making each plank look and feel like natural wood. All styles and designs in the collection are Lions Floor’s intellectual properties and are registered with copyright both overseas and in the United States.

The line is 100% waterproof with a 20-mil wear layer and an aluminum-oxide UV coating that makes the surface scratch resistance. A thickness of 6.5mm includes a virgin white underlayment and the Uniclic system creates a tight lock and allows for easy, fast and affordable installs for both commercial and residential projects.


For Floors that require a surface with maximum durability and strength for years to come, Republic has created the Designer Pro Series. With a thicker core than some SPC floors and 40% greater density, Republic Designer Pro Series is extremely durable. The line has a 2400 PSI density for improved durability and easier installation. It is also 100% waterproof so it will not shrink or expand.

With unique finishes exclusive to Republic, the wide and long plank styles in wood and tile looks feature Republic’s EIR for a real feel, coupled with its low sheen levels to meet the demand and exceed the expectations of today’s savvy consumer. The line also features integrated grout lines offered with a quicker installation.


Ascendant LVT offers a selection of wood grain products in artistic and classic herringbone and chevron patterns. Ideal for hospitality, retail, healthcare and corporate settings, the designs aim to eliminate high installation costs while also providing designers with more creativity and flexibility when it comes to commercial projects. There are nine designs offered in herringbone and chevron cuts for a total of 18 different options.


Wellmade unveiled a new collection of acid-stained concrete vinyl tiles featuring variegated colors in contemporary gray and blue tones with mineral and metallic highlights. The new concrete collection joins Wellmade’s growing collection of marble, travertine and ceramic tile looks featuring high-definition visuals, grout-look edges and embossed textures for added realism. Soft underfoot and waterproof, the product is available in 12 x 24 tiles with attached IXPE pad for easy click installation. Rigid core construction hides subfloor imperfections, and the durable 20-mil wear layer is suitable for high-traffic or commercial applications.


Anderson Tuftex

With its open, undulating grain structure, Immersion Ash (pictured in Evenfall) is naturally expressive as the outcome of an iterative, experimental process. The celebrated wood species combines time-honored woodworking and transformative finishing techniques to create a lustrous, multi-hued visual, boasting hyper-realistic color variation, authentic matte finish and near-metallic luster. Immersion Ash is available in five colors. Color selections were focused on light with the most vibrant variation. Ash simply looks its best and most aspirational in natural tones, similar to how walnut is at its best in warm rich red tones.


Dogwood Densified Wood flooring is a patent-pending process that creates “densified wood,” said to be a pure 100% natural wood floor that is highly resistant to scratches, gouges, dents and pet nails. Dogwood, which is made in the USA, also delivers water-resistant protection, protecting floors from the occasional pet accident. The new Cleantivity antimicrobial coating technology inhibits the growth of bacteria, mold and mildew.

LM Flooring

The Reserve offers a proprietary reactive staining technique and a 7 12-inch width. It is 12-inch-thick with lengths up to 75 inches. LM Flooring makes its own reactive stains for this collection in-house, giving the wood an aged patina, allowing natural color variation and character to come through each plank. It aims to bring all the clear vibrant colors of nature into the home with contemporary weathered colors.



Natural World TimberTru Flooring, a new collection affordable laminate floors, features style, functionality and affordability. It offers the realistic looks and texture of real wood floors, plus superior protection against stains, fading, scratches and scuff marks. The collection is waterproof, highly resistant to wear and tear and built to last. It is also manufactured here in the United States.


MSI’s next-generation laminate features patented, DryLuxe waterproof technology from top to bottom. In addition, this laminate has exceptional scratch resistance and patented, extra-thick core construction for superior resilience.


Designed for the greatest adventures and wildest imaginations, Pergo is said to be the brand most trusted by kids—and kids at heart. That’s because Pergo has conquered the No. 1 enemy of wood flooring: water. Now with two new laminated wood collections to choose from, there’s a Pergo floor for any style and price point.

Pergo Elements waterproof laminated wood flooring features WetProtect, a proprietary locking system and surface coating that provides watertight floors.

Pergo provides worry-free solutions with advanced wood laminating technology that enhances the bold and stylish look of wood with improved scratch protection, fade resistance, dimensional stability and CleanProtect built-in antimicrobial technology.



Daltile launched its new Scripter collection of glazed porcelain tile featuring StepWise Technology. StepWise provides 50% more slip resistance than some traditional tiles, making this product suitable for both indoor and outdoor use. Inspired by Northern European limestone, four designs are offered in soft, taupe-based neutrals in today’s most popular formats. Scripter is made in the USA.


Emser’s L’Amour recycled glass tile marks the convergence of versatile shapes with sustainability. Featuring a family of seven classic shapes including picket, diamond, leaf, triad, kaleidoscope, square and rectangle. The collection is available in four sizes for maximum adaptability for any renovation project.


Marza subway tiles boast a striking blend of tones that aim to be a one-of-a-kind addition to any kitchen backsplash, shower surround or accent wall. Colors include Earthy brown tones, blues and greens, creamy whites, gold, bronze, copper and grays, with a glossy finish that provides an extremely delicate or refined quality.

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Sept. 13/20, 2021

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