Salem, N.J.—Trendy new products and technologies; strategic product line extensions; a revamped website and a refreshed corporate logo to boot. These are among the many highlights that Mannington is focusing on for 2023. The goal, according to the company, is to provide its retail partners with timely, on-trend products as well as the necessary tools that RSAs can leverage to sell more effectively and profitably.
FCNews got the opportunity to witness these enhancements firsthand during a recent visit to the company’s headquarters. On hand for the product preview were: Zach Zehner, president, residential; Terry Marchetta, vice president of residential styling; Cristen Del Bove, director of residential styling; Renee Cotton, residential senior stylist; and David Sheehan, VP residential hard surface.
“We have the best product and design team in the industry,” Sheehan stated.
Following is a sneak peek of the inspiration and technologies behind some of the new products and designs.
CraftedEdge—A true ‘Bev-olution’
The big news from Mannington in the LVT category is the evolution of its award-winning CraftedEdge technology. Improvements are designed to enhance the realism across its ADURA Max and ADURA Rigid wood designs. Standouts include Haven, Sanctum and Retreat from the new Dwell lineup, as well as Prairie, Meadow and Forest from Coventry. Meanwhile, Preservation gets Fossil, Relic and Artifact. “These are some of the most realistic visuals you will see in resilient,” said Terry Marchetta, vice president of residential styling.
Mannington has also updated its signature APEX line—its most expensive LVT offering—with six new SKUs. These include realistic wood planks in an 8-inch-wide x 72-inch-long plank format as well as stone/tile looks in an 18 x 36 platform featuring TumbledEdge” technology. Standouts include Ivory, Stone and Marble from the Rapolano collection.
“The TumbledEdge technique renders a more realistic edge found in genuine, grouted porcelain tile and stone patterns,” Marchetta explained. “The edge treatment is not super sharp; it doesn’t look like it’s planed. Rather, it’s more sandblasted.”
On the whole, Mannington is focusing on a comprehensive, differentiated story with its resilient offerings. For example, products are segmented for specialty retail (premium and “better” grade LVT); builder (good LVT); and builder/multi-family (commodity LVT). All lines feature Microbran antimicrobial technology in the finish.
The multi-tier offering is supported by a new, simplified selling solution system. Merchandising and point-of-purchase materials feature more graphics highlighting the company’s CraftedEdge technology as well as coordinating treads under the SimpleStairs program.
Hardwood lines get a shot in the arm
Mannington plans to elevate the ever-popular European white oak species across all price points. This includes, from top to bottom: Sanctuary 5/8 inches wide in 4mm sawn face); Maison (9/16 inch, 3mm); TimberPlus (1/2-inch thick, 0.6mm sliced face); Latitude (1/2-inch thick, 2mm face); and the new Momentum collection (3/8-inch thick, 1.2mm face), scheduled to launch in March.
The popular Prospect Park line, from Latitude, gets two new European oak visuals, while the handcrafted Maison Chateau and Sanctuary—both produced in Guatemala—get four and six visuals, respectively. Mannington is working with its global suppliers on both mainstream goods and specialized products to ensure consistent supply to meet projected demand, according to Del Bove.
Mannington’s overall wood strategy hinges on focusing more on upper-end opportunities in the market by moving away from base-grade products. That means removing all rotary-peeled products from its portfolio and instead focusing on formats that generate higher margins and revenue opportunities. Case in point in the new TimberPlus line, developed in conjunction with Valinge Flooring, manufacturer of the Woodura line. Featuring the natural beauty of real hardwood with extreme durability, TimberPlus is 100% real hardwood that is 3x more scratch and dent resistant than typical hardwood and is waterproof, thanks to Mannington’s SpillShield Plus technology.
Restorations line extended with two new platforms
Mannington’s top-selling laminate offering, Restoration, gets expanded with Heirloom and Harmony. Both lines—made here in the U.S.—feature TruDetail digital printing technology and SpillShield Plus waterproof production. But perhaps the most impressive feature, according to Del Bove, is there are 20 unique planks in a single box—“that means fewer repeats in the final installation and a more realistic visual for the consumer,” she explained.
Rounding out the laminate offering is the Charter collection, which is geared more toward builders and large, stocking retailers. The line is available in an 8 x 48-inch platform with a total thickness of 10mm—including a 2mm attached underlayment.
Hexagonal look still trending
Among the new additions to Mannington’s Town Center line are Hex, an 8-inch hexagon on a 36 x 36 layout. It’s available in two colors: Cauldron and Charm. “The former has a more bold, impactful look that ties into that retro/nostalgic look we’re seeing, while Charm is more neutral and subdued,” Cannon explained. “But what makes this pattern really special is its handcrafted edge.”
Then there’s Twill, a 3 1/2-inch x 18-inch plank in a herringbone layout that boasts subtle texturing. In addition to that, City Line gets Sahara, a limestone visual. “It’s enhanced with color variation to provide a sand effect,” Cannon explained. “It looks beautiful when it’s installed.”
Lastly, Sediment reflects concrete visuals, which are increasingly in demand today. “It’s all about bringing the outdoors inside and mixing light and dark areas together,” Cannon explained.