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Product Innovation Drives LVT Sales

By Sandy Montero

October 12, 2020

Chances are luxury vinyl products, in every configuration and construction you can think of, will drive as much as 40% or more of specialty retail sales for the next several years. I suspect it will be an even higher number, and I’m not the only one.

Here’s the challenge as I see it: How do you cut through the confusion, the various construction formats and the alphabet soup of names that it is currently being sold under (LVT, LVP, SPC, WPC, MLF, rigid core, stone flooring, waterproof flooring etc.) as well as all the competing brand names and private labels? Consumers are confused and they’re looking for answers. On my website,, the luxury vinyl posts are the ones that garner the most attention—and the most questions.

Make sure your people are up on all the latest trends in this red-hot category, that they can readily explain the differences, that they can position your store’s offerings against the private label brands shoppers will encounter at home centers, and that they can convincingly tell the incredible luxury vinyl/waterproof flooring story. Read More