Karndean has offered up highly stylized, ultra-realistic and unapologetically attainable luxury vinyl for the past 50 years. It’s safe to say it has done so much more than live up to its namesake. So what’s a brand to do once it solidifies its place as one of the top design firms in the industry? Partner with one of the most recognizable faces in design to highlight that prowess—and bring numerous advantages to its retail partners—of course.
Enter Ty Pennington.
Pennington is a home design legend, having been in the business for decades, headlining programming like ABC’s “Extreme Makeover: Home Edition”—for which he’s won two Emmy Awards—TLC’s “Trading Spaces” and HGTV’s “Rock the Block.” So when he was looking for a flooring partner that would complement his ideals, it only made sense to partner with another design powerhouse to bring flooring to the masses—and the retail community that serves them.
“We are so happy to work with Ty,” said Jenne Ross, director of product, Karndean. “He’s an icon in the design and home renovation space—and just a really good guy. As much as people admire his talent, they appreciate the joy and enthusiasm he brings to his work. It’s the same type of passion we’ve always poured into designing our flooring.”
For Pennington, too, the partnership is about a shared passion—and an impressive product. “I saw the product first,” Pennington told Floor Covering News. “When I held it, I saw the detail that goes into it—the high quality of the product. But the more I found out about Karndean, a family-owned company that’s been around for 50 years, I saw the passion, too. We both care about designing beautiful spaces and seeing what people can do with these products.”
Pennington noted that Karndean’s design expertise will allow consumers to expand their horizons and bring new looks they so long to have into their homes. “In the past, it was pretty much like everyone just picked the same thing but now you have just so many different choices. If it’s a beautiful wood panel, you’re seeing it in a herringbone—even checkerboard is coming back in a beautiful way. So I love the fact that Karndean has such quality products, but they also have a variety that you can choose from for whatever style you’re diving into. It all goes back to the quality and the passion we both have for not only beautiful product but creating beautiful spaces.”
While visuals and variety are two major touch points for Karndean’s breadth of product, it’s also the brand’s focus on performance that draws the attention of the design community. Pennington noted that quality needs to be explained to the consumer in a way that makes them feel good about their choices. “I think everyone knows Karndean offers beautifully crafted flooring, but it’s also liveable. It’s waterproof. It’s easy to clean. It’s low maintenance. And so I want to help homeowners understand what is possible with flooring from an interior designer’s perspective. I think Karndean offers that better option—a product with a beautiful aesthetic but that’s also highly livable and durable. And if you can make a product that looks so good, can stand the test of time and add value to your home, that’s what you want. And that’s exactly what Karndean is.”
One of Kardean’s newest product lines will officially launch around the same time as the new partnership comes to the masses—Art Select. Between the realistic look of wood and stone and the hardwearing 30-mil wear layer, Art Select has set itself apart as a high-end collection. With the upcoming launch, Art Select will be one of the largest fully dual-format 30-mil wear layer LVT collections in retail, including more than 45 wood and stone looks, all available in glue-down and rigid core formats.
“Exceptional design is an essential element of the Karndean DNA,” Ross said. “The Art Select launch demonstrates that once again. Art Select is a premium product. It’s not something people are going to find in a big-box store. Retailers who carry it are going to elevate the perception of their business—and when they sell it, they can trust that their customers are going to love it.”
But the partnership isn’t just about bringing product to market and supporting that with a strong marketing strategy. For Karndean and Pennington, it’s about making the entire process easier for the retail sales associate and the consumer. “Installing flooring can be kind of daunting to a lot of us,” Pennington said. “So I think together, we can use our expertise to give them ideas and make the process a little easier.”
Ross agreed, noting: “Ultimately, everything goes back to our single biggest objective as a supplier: being a partner retailers can count on to support their business and help them grow.”
Beginning with Art Select, the partnership will usher in new in-store merchandising for retailers along with in-depth digital assets that retailers can use to help support the sale in-store.
