Fall intros: Key selling season touts hot new products

By Megan Salzano—WWith the pandemic shaking up product launch strategies, the fall sales season has become an important product launch phase for many suppliers. While Surfaces remains the main stage for most manufacturers, this fall will see new products hitting the streets — and dealer showrooms — that have never been seen before.

The new product offering for the 2021 fall sales season covers all categories, from carpet to hard core to laminate, wood and tile. These new products feature innovative next-generation technologies and designs that are ideal for a wide range of consumer needs.



Mallorca, with a hand-tufted texture, is designed for style and performance. Thanks to the hand-spun yarn, Mallorca has a delicate, high-quality heather. Made from 100% UV stabilized polysilk, it features outdoor performance properties with an indoor feel that is inviting. Mallorca also has a strong color line.

The Dixie Group

The Jag from the Dixie Group is an all-loop construction that uses EnVision66 patented yarns. Subtle color stripes create an agile palette of neutral and timeless shades. The product references an animal skin yet feels like a usable “general” pattern. It is conceptually similar to the look in the wool decoration market, the company said. In nylon, the company said it can use a long line of color and hit a lot of nuts.



Essentials Plus’ 5.5mm SPC core offers superior dent resistance, while the 100% waterproof planks are protected by a 20 mil commercial wear layer for increased durability and lasting protection against scratches, scuffs and stains. Available in 60-inch planks with 7- and 9-inch width options, Essentials Plus also features a painted bevel for added realism.

Ava by Novalis
ANshall STRM

Combining the performance and durability of a hard surface with the soft and warm images of carpet tiles, Ava STRM features two different constructions – 5mm loose fit and 2.5mm adhesive – in a plank size of 9.84 x 39.37. Ava’s patented Amp Advantage coating makes STRM a solid solution for high-traffic commercial spaces that require durability and ease of maintenance.


LifeSeal is an LVT with a diverse color palette that appeals to all decors, with graphics that represent the authentic character of natural hardwoods. Made in a variety of fresh colors in trendy widths and lengths, LifeSeal Classic Plus features 100% waterproof planks that are easy to maintain and can be installed on any level of the home.


Made in Germany using a polypropylene and mineral composite, Elandura’s construction is free of formaldehyde, plasticizers and phthalates. The composition is waterproof, scratch-resistant and has ultra-low VOC emissions. It is designed to withstand spills, scratches and pet accidents. Elandura is available in both plank and tile designs. Each plank design has 21 unique planks and 16 for tiles.

lion floor

Lions Floor will launch a new collection of SPC colors in the fourth quarter of 2021. After listening to the voices of its customers, Lions Floor said it has selected the most requested colors and designs to create a new, exclusive collection that aims to be the most adaptive and appropriate solution for the direct market. The collection consists of 9 x 60 planks with painted bevels and registered relief surfaces, making each plank look and feel like natural wood. All styles and designs in the collection are the intellectual property of Lions Floor and are copyright registered abroad and in the United States.

The line is 100% waterproof with a 20-mil wear layer and an aluminum oxide UV coating that makes the surface scratch resistant. A 6.5mm thickness includes a pristine white underlayment and the Uniclic system provides a tight lock and allows for easy, fast and affordable installations for both commercial and residential projects.


For floors that require a surface with maximum durability and strength for years to come, Republic has developed the Designer Pro series. With a thicker core than some SPC floors and 40% greater density, Republic Designer Pro Series is extremely durable. The line has a density of 2400 PSI for improved durability and easier installation. It’s also 100% waterproof, so it won’t shrink or expand.

Featuring unique finishes exclusive to Republic, the wide and long plank styles in wood and tile looks feature Republic’s EIR for a real feel, combined with its low gloss levels to meet demand and exceed the expectations of today’s savvy consumer . The line also features integrated grout lines that are offered with faster installation.


Ascendant LVT offers a selection of wood grain products in artistic and classic herringbone and chevron patterns. The designs are ideal for hospitality, retail, healthcare and businesses. They are intended to eliminate high installation costs while providing designers with greater creativity and flexibility when it comes to commercial projects. Nine designs are offered in herringbone and chevron finishes for a total of 18 different options.

Well made

Wellmade unveiled a new collection of bright colored acid colored concrete vinyl tiles in modern gray and blue tones with mineral and metallic highlights. The new concrete collection joins Wellmade’s growing collection of marble, travertine and ceramic tile looks with high-definition visuals, grout-look edges and relief textures for added realism. Soft to the touch and waterproof, the product is available in 12 x 24 tiles with attached IXPE pad for easy click installation. The rigid core construction hides imperfections in the subfloor and the durable 20 mil wear layer is suitable for high traffic or commercial applications.


Anderson Tuftex

With its open, undulating grain structure, Immersion Ash (depicted in Evenfall) is naturally expressive as the result of an iterative, experimental process. The celebrated wood species combines time-honored woodworking and transformative finishing techniques to create a glossy, multi-colored image, with hyper-realistic color variation, authentic matte finish and near-metallic sheen. Immersion Ash is available in five colors. Color selections focused on light with the most vibrant variation. Ash just looks at its best and most ambitious in natural tones, similar to how walnut is at its best in warm, rich reds.


Dogwood Densified Wood floors are a patent pending process that creates “densified wood,” said to be a pure 100% natural wood floor that is highly resistant to scratches, gouges, dents and nails from pets. Made in the USA, Dogwood also provides water-resistant protection and protects floors from accidental pet accidents. The new Cleantivity antimicrobial coating technology inhibits the growth of bacteria, mold and mildew.

LM Floors

The Reserve offers a patented reactive staining technique and a 7 1/2-inch width. It is 1/2-inches thick with lengths up to 75 inches. LM Flooring makes its own reactive stains for this collection in-house, giving the wood an aged patina, bringing natural color variation and character through each plank. It aims to bring all the bright, vibrant colors of nature into your home with contemporary weathered colours.



Natural World TimberTru Flooring, a new collection of affordable laminate floors, is characterized by style, functionality and affordability. It offers the realistic look and texture of real wood floors, plus superior protection against stains, fading, scratches and scuffs. The collection is waterproof, very wear-resistant and durable. It is also produced here in the United States.


MSI’s next generation laminate features patented DryLuxe waterproof technology from top to bottom. In addition, this laminate has exceptional scratch resistance and a patented, extra thick core construction for superior resilience.


Designed for the biggest adventures and wildest fantasies, Pergo is seen as the brand most trusted by kids – and kids at heart. That’s because Pergo has conquered wood flooring’s worst enemy: water. Now with two new collections of laminated wood to choose from, there is a Pergo floor for every style and price range.

Pergo Elements waterproof laminated wood floors feature WetProtect, a patented locking system and a surface coating that ensures waterproof floors.

Pergo offers worry-free solutions with advanced wood lamination technology that enhances the bold and stylish look of wood with enhanced scratch protection, fade resistance, dimensional stability and CleanProtect’s built-in antimicrobial technology.



Daltile launched its new Scripter collection of glazed porcelain tiles with StepWise technology. StepWise offers 50% more slip resistance than some traditional tiles, making this product suitable for both indoor and outdoor use. Inspired by Northern European limestone, four designs are offered in soft taupe-based neutrals in today’s most popular formats. Scripter is made in the USA.


Emser’s L’Amour recycled glass tile marks the convergence of versatile forms with sustainability. Featuring a family of seven classic shapes, including picket, diamond, leaf, triad, kaleidoscope, square and rectangle. The collection is available in four sizes for maximum adaptability to any renovation project.


Marza subway tiles come in a striking mix of hues that make a unique addition to any kitchen splashback, shower surround or accent wall. The colors include earthy browns, blues and greens, creamy whites, golds, bronzes, coppers and greys, with a glossy finish that provides an extremely delicate or refined quality.

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