To say that the rollout of the breakthrough TrueTouch Floors brand of 100% organic, monolithic waterproof real-wood flooring constructed without PVC or traditional plastic cores has been successful since its official launch two years ago might be considered a bit of an understatement. In a relatively short time span, sales of the product have skyrocketed.
“We have seen a 500%-600% increase in sales since the initial launch,” Josh McGrane, TrueTouch managing partner, told FCNews.
What started with one line—Evolv—has expanded into two additional offerings, including Momentum and, more recently, Predator. Momentum is a 7 X 48, ½-inch-thick product, while Evolv offers a 9 X 60, ½-inch-thick option. Predator, which resides between Momentum and Evolv, measures 9 X 60 and ⅜ of an inch thick.
Moreover, the products represent a dramatic departure from your standard rigid-core fare. “With these products, distributors have a new category—not just a collection,” McGrane added. At the same time, the expanded offering allows floor covering wholesalers to grow their hard surface sales more profitably while positioning the technology as a true separator in the market. “These are all positioned as step-up products,” he added.
But don’t just take the company’s word on it. TrueTouch’s most ardent distributor partners can also attest to the product’s growing penetration in the market. “Dealers are continuing to have a higher interest for innovative alternates to SPC and WPC, and Monotech technology offers that,” said David Whitehurst, executive vice president for Adleta, a top 20 flooring wholesaler.
“Sales have been strong and continue to grow as dealers are embracing the story of this product being unique in the market in construction and then also being waterproof, stain proof and scratch proof.”
Other top 20 distributors share the same experience. William M. Bird, TrueTouch’s biggest distribution partner by sales volume, is definitely seeing an increase in the level of interest and sales performance of virtually all the products across the TrueTouch portfolio.
“In just over a year, we’ve placed more than 600 Evolv and Momentum displays across our Southeast footprint,” said Gene Corvino, president of William M. Bird. “Sales are growing rapidly, and these have been some of the strongest launches in our company’s history. Predator launched Oct. 5 and is already in about 100 showrooms. Dealers have stopped asking what MonoTech is and started asking for it by name.”
Equally important is the MonoTech portfolio allows distributors to offer products that stand out from other hard surface lines that they carry. This is especially critical in an environment largely defined by “me-too” products.
“MonoTech fills a unique space in our lineup,” Corvino added. “Some homeowners love the durability, scratch resistance and waterproof performance of laminate or LVP but really want a real wood floor. For them, it’s an incredible option. It’s real wood and natural oils all the way through, with exceptional hardness, and it’s backed by lifetime warranties that give salespeople the confidence to recommend it for any room.”
The growing acceptance and awareness of TrueTouch Floors and its standout MonoTech innovation is not relegated to select regions. Across the country, flooring wholesalers are seeing impressive sales growth. Such is the case with Michael Halebian & Co., which services markets in the New York/New Jersey/Connecticut areas.
“We are seeing tremendous growth and even higher demand for TrueTouch Monotech products in our territory here in the Northeast,” said Joe Choflet, vice president and general manager, Michael Halebian & Co. “In my 40 years of launching flooring products, TrueTouch has been the fastest growing and accepted line in that time span.”
Choflet cited two active end-use sectors for MonoTech in particular. “Multi-family developers and general contractors are increasingly choosing MonoTech for their projects because it combines the look and beauty of real wood combined with its waterproof and scratch-resistant durability. And when retailers learn of the advantages of MonoTech and the story behind it, they want to have it as part of their offering as well. Our placed displays have a very high customer engagement leading to high turn rates and reorders.”
What’s also appealing to Choflet’s customers—particularly on the A&D side—are the product’s performance. “What differentiates TrueTouch from other hard surface products it it’s 100% real pine wood and truly waterproof, it will not be damaged by water because of its construction, and its durability, stain and scratch resistant is a huge selling point. Also, it’s monolithic so it will not delaminate like some other layered products.”
And let’s not forget about the environmental attributes. “TrueTouch Floors’ association with 4Ocean has a great environmental impact that architects and designers look for in sustainable products,” Choflet added.
Beyond the bells and whistles of the product, distributors also appreciate the partnership aspect. As William M. Bird’s Corvino put it: “TrueTouch understands that distribution is how innovation reaches the dealer’s floor, and their investment in us with training, marketing and real collaboration is a big reason these launches have been so successful.”
