The Great Reveal 2023

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the great reveal 2023With the worst of the COVID-19 pandemic in our rearview mirrors—as far as much of the industry is concerned—trade show season is in full swing and has already garnered much excitement. The biggest and most highly anticipated show of the year, Surfaces, is set to kick off in just two weeks and suppliers and specialty flooring retailers alike are poised for the event.

In anticipation of the big show, flooring suppliers are readying new launches that span all product categories—and even new iterations of old product categories, like waterproof laminate, hybrid hardwood and various permeations of SPC.

To help the industry ease its eagerness, FCNews has rolled out The Great Reveal 2023 — a platform to provide the industry a sneak peek at the newness to come. Following is an overview of what’s rolling out for the new selling season. More extensive product details are featured in our print edition.

Benchwick – Blue 11

Blue 11 is Benchwick’s latest rigid core offering, set to debut this year. Blue 11 features a high-performance core derived from plastic bottles recovered—then recycled—from ocean waters. Blue 11 is made from 100% post-consumer recycled material. Beyond its clear environmental appeal, the core boasts improved stability and impact/dent resistance over previous PSC iterations and offers direct-to-core digital printing for added realism. What’s more, Ocean Views includes an exclusive ocean-inspired designs by Envision.

BHW Floors – Kingston

This isn’t your grandmother’s floor. Kingston Collection reveals eight irresistible, high-resolution planks that stand up to everyday accidents. This line features an i4F locking system for easy installation, a tough AC4 wear layer for scratch resistance and 100% waterproof functionality. Featuring a 12mm + 1mm attached IXPE pad thickness, these durable laminates are designed to last a lifetime.

Cali Laminate – Shorebreak

Stunning stone looks are ultra-realistic and made to be stronger, lighter, warmer and easier to install and clean than the real thing. This modernized laminate tile is fortified by an SPC core for 100% waterproof flooring that is safe for families and brings an instant upgrade to any room. Product to ship in the spring.

CFL – AtroGuard Q

After being first to launch water resistant laminate in 2013, CFL plans to take laminate again to the next level with its patent-pending AtroGuard Q (“Q” stands for quiet), said to be the most silent laminate ever made. AtroGuard Q is up to 6x times quieter than standard laminate and, of course, comes with all the advantages customers have come to expect from a waterproof laminate floor.

i4F – Be-Lite

i4F Be-Lite is a new, patented technology that enables a significant reduction in the use of core SPC raw materials during the manufacturing process of decorative panels without compromising on performance. Because SPC panels produced using i4F Be-Lite are significantly lighter, it is a lot less expensive to produce and transport them. This significantly improves the flooring industry’s carbon footprint while remaining attractive to manufacturers by also delivering cost savings.

Lions Floor – Comfort Heights

Lions Floor Comfort Heights collection aims to take home décor to the next level. The large-profile laminate plank resembles the authentic and timeless charm of hardwood, thanks to sophisticated EIR technology and a painted micro bevel. Waxed joints improve the product’s resistance to moisture, while an AC4 wear rating ensures optimal scratch resistance over the long haul.

LUX Flooring – Ashwood

LUX Flooring is debuting the latest in luxury EIR vinyl flooring. With 14 colors, Ashwood is positioned to be a top seller and trendsetter. This 9 x 60 plank has an 8mm overall thickness with a girthy 22-mil diamond dust wear layer. The dramatic embossing, extensive variation in pattern, v groove and painted bevel provide the look and feel of natural wood with the lasting beauty and durability of waterproof vinyl.

MSI – Everlife Smithcliffs in Avery Ash

Smithcliffs represents the next generation of beautiful, high-performing hybrid rigid core flooring. Avery Ash, the latest addition to the line, is a striking blend of timeless gray hues with subtle knots and graining for an authentic wood look. This 7 x 48 flooring is 100% waterproof and has a 20-mil equivalent wear rating with 50% improved scratch protection vs. vinyl. It also features the CrystaLux Ultra protection layer, providing durability and longevity.


Mohawk will be launching a multitude of new innovations this year. The com-pany’s Karastan brand will unveil 16 new SKUs under its BelleLuxe Waterproof Wood and a new Modern Plaid style to its Karastan Kashmere line. SolidTech will see the addition of the company’s Wet- Protect across its three tiers: Essentials, Select and Plus. Mohawk’s RevWood, TecWood and UltraWood lines are also being refreshed with new additions.

OneFlor – Cling Comfort

Cling Comfort is designed with the DI-Yer in mind and features OneFlor USA’s innovative SetaGrip technology. Cling Comfort with SetaGrip is an ideal choice for a quick and easy installation on a tight budget. It is softer underfoot, acts as a sound insulator and can be installed in an occupied space quickly.

Pelican Creations Home – CushionTech Sport

Pelican Creations Home is taking home the gold with a sports flooring solution featuring a layered Comfort Core Tech-nology by Unilin Technologies. Cushion- Tech Sport innovation provides a soft, comfort-first feel so you can run, jump, move and dance with a technology de-signed to enhance each step.

Provenza – Dutch Masters

Dutch Masters collection is a wide, long plank European oak product that is de-signed and hand finished in the USA by local Provenza master wood crafters. It features light wire brushing in a range of artistically inspired colors for a clean, natural and contemporary visual.


Shaw will unveil new innovations this year across much of its product portfo-lio. In hard surface, Shaw adds Utmost, a hardwood collection featuring micro bevels and a wire-brushed finish. In soft surface, its Anderson Tuftex brand is showcasing Moderne, Hello Beautiful, Cozy Cable while Philadelphia Commer-cial is launching Desert Dunes. The com-pany’s much ballyhooed COREtec brand will launch new products under its Orig-inals and Pro lines.

The Dixie Group – Elements

TDG introduces the Elements Collection, a thoughtfully curated line featuring the key elements of comfort, style and afford-ability. It features DuraSilk yarn, which is crafted of stain-resistant, 100% solu-tion-dyed polyester that creates a soft and inviting carpet. Designed to offer solutions for today’s environments, this collection provides all the elements buy-ers need to inspire their personal space.

Urbanfloor – TheBLVD

One of the highlights of the 2023 Urban-floor lineup is TheBLVD—an all-new collection of 7.6-inch-wide, water-resistant laminate. This high-quality, Euro-pean-made collection includes 20 trendy new SKUs featuring an AC5 wear rating, an antimicrobial surface and realistic in-register embossing.

Välinge – 5G Cross Technology

Välinge is introducing a solution that finally allows the installation of straight set floating floor, mimicking the way many ceramic tile installations are done. The technology is called 5G Cross and will be showed at Surfaces (booth 2659). Combined with 5G Dry and Decorative Groove, homeowners can enjoy a leak-proof floor without the hassle of grouting—creating the authentic look and feel of a stunning ceramic floor.

View the full The Great Reveal here.

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Jan. 9/16, 2023

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