Authentic affordability, naturally
LVT product development in wood decors is relentless in pursuing the optimal mix of authenticity, performance and, in the current market conditions affordability for increasingly discerning consumers.
And there is plenty going on in the sector with a flurry of product launches that let consumers have it all and give retailers a set of
well-defined packages of benefits and aesthetic appeal.
This month, Karndean Designflooring launches a fresh collection of herringbone designs in a new 18" x 4.5" plank size, expanding the versatility of its popular Van Gogh range.
Stella Coyle, head of retail sales at Karndean Designflooring, said: “In times of uncertainty consumers want a healing sense of calm in their homes and so look for timeless style and long lasting products with natural beauty. Full of character and understated elegance, our new herringbone designs have been selected to meet the growing demand for interesting laying patterns, an authentic look and a floor that’s easy to maintain.
“Our designers have selected six Van Gogh designs that are proven in the current market, including Canadian Nude Oak, Antique French Oak and four of our recently introduced Highland Oak designs.”
“Our designers have selected six Van Gogh designs that are proven in the current market, including Canadian Nude Oak, Antique French Oak and four of our recently introduced Highland Oak designs. Together they offer a harmonious range of colours, from light neutral blond tones to cool greys and rich chocolate browns,” she says.
The new 4.5” plank width in Van Gogh has been designed to enable a double herringbone laying pattern, offering even more styling options. Home decorators can combine areas of herringbone with the matching full-size plank to give a sense of flow from room to room or create a bespoke look with a blend of colourways.
Harvey Maria will be adding a brand new collection of authentic wood effect luxury vinyl tiles to their award-winning MSeries. Due to launch in February, Croft Oak is made up of eight designs with natural wood grain textures, four of which come with a matching herringbone sized plank.
“We’ve been looking forward to introducing these stylish new
designs and really wanted to make sure that Croft Oak achieved
the eco-credentials held by our MSeries collection, but at
an affordable price.”
They are a perfect blend of high spec authenticity, with in-register emboss and great value – launching at a slightly lower RRP than the rest of MSeries, plus if consumers buy from an approved retailer, depending on quantity, it will be available from as low as £34.99 psm.
With eco-conscious credentials, they quietly complement both new build and more traditional homes. The planks have a high spec wear layer which means they are not only budget friendly, but are extremely robust, so suitable for commercial contracts and high footfall areas.
“We’ve been looking forward to introducing these stylish new designs and really wanted to make sure that Croft Oak achieved the eco-credentials held by our MSeries collection, but at an affordable price. They are recognised for their low impact on the environment in all aspects - production process, product composition, emissions & indoor air quality and sustainable construction.” explains Harvey Maria’s founder, Mark Findlay.
Enduring elegance is the promise of Furlong Flooring's new Endura engineered vinyl floor, revolutionising durability and performance in rigid vinyl solutions, Endura's flexible core structure ensures strength while remaining lighter and more resilient than traditional SPC flooring, promising a longer lifespan.
Designed for high-traffic spaces, its 100% waterproof build safeguards against spills, while superior stability and sound absorption create a tranquil environment. Endura meets R10 slip resistance standards and boasts a ceramic PUR coating for scratch, stain, and UV protection, maintaining its allure for years.
“Furlong Flooring offers a 20-year domestic and 10-year
commercial warranty, marking Endura as the pinnacle of innovation, style, and durability.”
Phthalate-free and easy to maintain, it champions well-being and sustainability. With commercial-grade wear layers and natural embossed designs, Endura brings enduring elegance. Its adaptable formats — plank, herringbone, and tile — suit diverse preferences, complemented by secure Uniclic/Unidrop locking systems for
easy installation.
Furlong Flooring offers a 20-year domestic and 10-year commercial warranty, marking Endura as the pinnacle of innovation, style, and durability.
Launched into its portfolio last September, Alva from Kellars has evolved into a 2023 Award Winner. This LVT collection boasts an exquisite array of natural wood aesthetic in both its 10 Plank and 10 Herringbone ranges. Each of Kellars’ 2.5mm thick products provide a 0.5mm wear layer, and are crafted with a multi-bevelled edge, providing extra character and uniqueness to the product.
“This LVT collection boasts an exquisite array of natural wood aesthetic, in both its 10 Plank and 10 Herringbone ranges.”
Since last year’s launch, the demand for these exclusive products continues to rise along with the Alva stand range and branded packaging.
Mike Davey, Head of Brand and Creative says:
“We aim to design each concept/brand to reflect and align with who we are as a company. Kellars is a rapidly growing supplier, which means that keeping up with industry competition, and both flooring and design trends is key for us when developing and designing visuals for each of our collections."
J2 flooring
are growing fast and now offer an extensive and exceptional range of LVT options. MD Stephen Latham has noticed some shifts in consumer demand. “We are finding trends are leaning more towards natural, neutral, earthy woods. Warmer toned woods are taking over the previous cooler, more solid grey colours," he says.
“Our Natural Timbers Collection offers some excellent variety and the registered emboss texture adds to the authenticity of this collection. Our newer shades, notably, HC93 Country Oak, NT51 Pale Oak and NT52 Timber Griege are proving popular in terms of this trend of natural and neutral wood look.
“In terms of wood styles, we are seeing herringbone as still extremely popular, however customers are also looking towards other traditional styles such as chevron and basket weave, which are proving popular from our CREO collection," adds Stephen.
FOR MORE INFORMATION
Furlong Flooring • T 01322 628700 • www.furlongflooring.co.uk
Harvey Maria • T 0330 330 1231 • www.harveymaria.com
J2 Flooring • T 01704 536 421 • www.j2flooring.com
Karndean Designflooring • T 01386 820100 • www.karndean.com
Kellars • T 0161 443 0970 • www.kellars.co.uk
