Gone are the wimpy white floors that tore or dented at the slightest insult; floors that eventually turned yellow, were difficult to install, and failed miserably whenever they tried to imitate their higher-priced ceramic, wood, or slate cousins.

These days, vinyl floors are so durable that even the lowest price points come with at least 10-year warranties. They’re also so realistic that consumers sometimes have to get down on their hands and knees to tell it’s a vinyl floor.

“If vinyl were introduced today as a brand-new category, it would be the hottest thing ever because it’s so good;’ says Marl< Brown, director of marketing for Tarkett Residential. “It has an economical price point and a high value.”

Nonetheless, Brown notes, “vinyl is still the polyester of its genre. It’s not generally viewed as the hot aspirational product.” That poses a challenge for the industry, he and others contend.

To meet that challenge, manufacturers are scrambling to appeal to a broad spectrum of customers–from first-time home buyers looking for value, to hip urbanites in search of a unique look, to baby boomers who need something soft to cushion aging joints and backs.

For the most part, it seems, they’re succeeding. “The vinyl market has come a long way;’ says Kelly Frank, design center manager at production builder D.R. Horton in Dallas. “It really is more upscale now.”

NATURALS DOMINATE

The hottest trend in vinyl mimics that in many other building product categories the natural look. “It started in 1997 and it’s still going strong,” says Joe Amato, vice president of styling for Mannington Resilient Floors. “The customer who buys vinyl today either for performance, ease of maintenance, or cost, wants a product that looks as natural as possible.”

These days, vinyl delivers just that, say manufacturers and designers.

“Whether you’re looking at a slate, travertine, quartz, or stone pattern, we’re trying to capture the detail you’d find in that natural material,” Amato says.

That’s led to a major shift in vinyl surface texture and gloss. Forget the high-shine, plastic-looking floor of yesterday; today’s vinyl is apt to have a subtle surface texture as well as a natural feel.

At Mannington, for instance, the company’s NatureForm technology creates a surface texture on the wear layer, notes Amato, before a low-luster satin urethane topcoat is applied.

The focus on natural may have gone a bit too far, however. “Most of what we have today is all stone patterns,” says Henry Eckhart III, president of Design Floors, a retail outlet in Easton, Pa. “I think manufacturers need to go back to some other designs with more flavor.”

The manufacturers are getting the message. For instance, Mannington’s New Naturals line mimics softer, more casual materials like leather, sisal, and cork. Meanwhile, Mannington’s Artisan collection combines the nostalgia and tradition of woven textiles, which represents a new trend that Amato calls “handcrafted.”

“Consumers are valuing objects that suggest an artist’s hand,” he says.

At Armstrong Flooring, the trend is reflected in a move back to traditional florals and decoratives, only with a more modern interpretation, says vice president of resilient products Allen Cubell. “Today you may have a ceramic-looking floor with a very faint flower running through it,” he explains.

On the far end of the spectrum is a shift to a more avant-garde design. “There’s an opportunity to be a bit more daring in design,” says Tarkett’s Brown. “People are using the floor as a design element.”

To meet that need, Tarkett offers grout-free patterns that mimic concrete or linoleum, while Armstrong introduced Urban Settings, a fashion-forward line that offers everything from hip and chic to dreamy and whimsical designs.

There’s also a movement toward brighter colors, a trend Brown attributes to the country’s growing Hispanic population. “Deeper reds, vibrant yellows … you don’t necessarily see those colors in stone in the real world, so it allows us to create a canvas effect on the floor,” he says.

Frank agrees. “While one type of buyer wants to emulate the look of ceramic tile at a lower price point, the other buyer is really looking for the ease of maintenance of vinyl and they want to have some fun.” That means deeper, darker colors pushing out traditional beige.

QUALITY IS KEY

In addition to enhanced design, resilient flooring manufacturers are improving the quality of their much-maligned product. “What I’ve seen from the industry over the past few years is a tremendous proliferation of performance attributes,” says Brown. “All the major vinyl manufacturers make a really, really durable, high-performing, relatively easy-to-maintain floor.”

Vinyl flooring can be coated with Teflon, imbued with antibacterial materials, covered in scratch- and stain-resistant urethanes, and backed with rubber matting that comes with a lifetime warranty against staining.

Most important, says Brown, is that even lower-priced floors offer quality unheard of just five years ago. That’s critical so first-time home buyers aren’t turned off by the product forever.

“We recognized that if we don’t provide really good performance at every price point, we’re going to get penalized,” he says.

And it’s paying off. The 2004 Vinyl Flooring Market Study, conducted by the market research department of BNP Media and published by the trade magazine National Floor Trends, found customer complaints dropped for vinyl floors compared to other flooring types, with customer perceptions of quality and durability increasing since 2003.

Vinyl flooring manufacturers are optimistic about the future, particularly given the aging population. “A lot of older people are concerned about the temperature and hardness of ceramic tile,” says Frank. “As they get older, their legs can’t stand on it. Vinyl is a good alternative for them.”

Busier, more hectic lifestyles also make vinyl more appealing, says Martell. “We need materials that are long lasting and easy to handle and maintain, so vinyl will remain important for years to come.”

Tarkett Residential. From the new Fresh Start FiberFloor collection. Artisan Cork Natural vinyl flooring is covered by a five-year warranty for rips, tears, gouges, discoloration, manufacturing defects, and other potential issues. The Fresh Stare collection was developed to appeal to consumers, retailers, builders/remodelers, and property managers. It doesn’t require adhesives for installation, the maker says, 800-367-8275. www.tarkett.com. Circle 360.

Armstrong. New for 2005, all Urban Setting products are ToughGuard floors, featuring a patented CleanSweep no-wax wear surface and a 15-year limited warranty. The floors are available in 12-foot-wide sheets only. 717-396-4664. www. armstrong.com. Circle 361.

Nafco by Tarkett. The Parchment pattern is part of the PermaStone modular collection. Seven tiles comprise one modular unit: two 16-inch-by-16-inch tiles, three 8-inch-by-8-inch tiles, and two 8-inch-by-16-inch tiles, all of which are available as identical tile pieces packaged in a single carton. Parchment comes in three colors (glacier, Baltic, and earth). 256-218-5253. www.nafco.com Circle 363.

Amtico. The Frosted Jewel finish is smooth to the touch, but textured below the surface to give a uniquely tactile 3-D effect, the firm says. The four-faceted design reflects light and shade in a way that changes with a room’s light, the maker contends. The product is available in 12-inch-by-12-inch tiles in black pearl, white opal, light jade, pale sapphire, and aquamarine. 404267-1900. www.amtico.com. Circle 362.

Metroflor. This heavy-duty solid vinyl tile has a tough scratch- and stain-resistant ceramic-type finish that is less likely to chip or crack than ceramic tile, the maker says. Backed by a lifetime warranty, Solidity is 1/6 inch :hick and has the high-fashion look of large-format 16-inch-by-16-inch ceramic and stone tiles. It is available in four styles: granite, slate, travertine, and tumbled marble. 800-927-9324. www.metroflor.com. Circle 364.

Liz Claiborne Fleering. The Serenity line, shown here in the Fresh Meadow pattern, is one of five color-coordinated lines offered by the firm and distributed exclusively through Carpet One showrooms. Fresh Meadow vinyl flooring is available in three colors: sesame, putty, and parfait. Other lines include Relaxed, Elegance, Cosmopolitan, and Confidence. 800-227q381. www.liz claiborneflooring.com. Circle 365.

Mannington Mills. Saratoga, part of the Ceramica collection, reflects the rich and inviting look of leather set in a 9-inch the composition. It comes with a Teflon surface protector; a durable stain and soil repellent that keeps floors looking new longer, Saratoga is available in rawhide (shown) or nude. 856-935-3000. www.mannington.com, Circle 366.

Congoleum. DuraStone vinyl flooring is a stylish, high-quality, yet affordable, product. It has extraordinary durability and is easy to maintain, the manufacturer says. DuraStone is featured in an upscale 16-inch-by-16-inch designer tile size with extra-thick .160-inch construction. The Palisade design is available in whitewash, roseberry, peach stone, raintree, silver pine, and sandstone. 609-584-3000. www.congoleum.com. Circle 367.

Stainmaster. The S3080 series vinyl flooring offers a beautifully textured rustic slate look with multiple hues and colors blended to provide a warm, casual feel, the firm says. It’s available in woodland green, mineral blue, summit’s peak, and mountain plateau. 800-438-7668. www. stainmaster.com. Circle 368.

Domco. Merletto is pare of the Elite line and, at 110 mils, is the thickest vinyl flooring available, claims the maker. Merletto features a 3-inch square that recreates the handmade look of Old World tiles. Shown here in autumn brown, the line also comes in several other colors. 800-367-8275. www.domco.com Circle 369.

RELATED ARTICLE: Fiber fortified.

One of the hottest new flooring products is fiberglass-reinforced vinyl with PVC backing.

“It’s fully glueless, no adhesives are needed whatsoever, and it can be installed on grade, below grade, in kitchens, basements, anywhere you would install any type of vinyl floor,” says Stephan Guindon, vice president of sales and marketing at Domco Floors.

Plus, Guindon notes, it can be installed on a less-than-perfect subfloor, an important consideration for builders.

It’s particularly good for basements. “If the basement floods, you just roll up the part of the floor that got wet and let it dry, then lay it back down,” explains Mark Brown, director of marketing for Tarkett Residential.

Plus, Brown adds: “It’s thicker, more cushioned than vinyl, so you’re able to combine a lot of the underfoot qualities of carpeting.”

Still, Armstrong Flooring vice president Allen Cubell doesn’t see fiberglass-reinforced flooring as a big seller with builders. It’s not as durable as traditional vinyl, he says, making it difficult to continue construction of a room once the floor is laid. That’s why Armstrong is positioning its fiberglass-backed line as a do-it-yourself floor, and sells it through home centers.–D.G.

COPYRIGHT 2005 Hanley-Wood, Inc. COPYRIGHT 2005 Gale Group

If you do try to attempt installing vinyl flooring yourself, here?s some tips that might help your installation look like it was done by a pro:

1) Take time to do the appropriate prep work. With vinyl flooring, it is vital that the subfloor underneath is free from debris and also has no divets or holes. Both of these can cause holes in the vinyl floor over time. Make sure you remove anything that sticks up, fill in anything that is indented and clean the floor thoroughly before starting the install.

2) Remove as much stuff as you can. Remove all the furniture and any appliances that you can. Take out the moldings ? this will make the edges of the flooring look much better when you put them back on after the install. Be careful when putting the appliances back in since dragging the across the vinyl can rip your newly installed floor!

3) Measure twice, cut once. Measure the room properly so that you get the right amount of vinyl. Don?t forget to add in for any jogs in the room. Make a template of the exact floor using builders paper and transfer that template onto the vinyl using washable pen. This way you can get a pretty close cut that you can just fit in.

4) Let your vinyl acclimate. Let your new flooring sit in the room for 24 hours before you install it.

5) Follow Instructions. Follow the manufacturers instructions for laying the floor. Typically, you will apply adhesive to half and roll that out, then do the other half. Use a roller to make sure it adheres well ? roll from the middle out to the edges.

6) Refrain from walking on your new floor for 24 hours.

By: Lee Dobbins

About the Author: Lee Dobbins is contributing writer at http://www.flooring-info-online.com where you can find out more about how to choose flooring for your home.

Vinyl kitchen flooring is a common choice because it looks good, has a wide variety of colors to choose from, is durable, and inexpensive. Your kitchen vinyl flooring options include rolled, or sheet, and tile. Compressed vinyl flooring is a sustainable flooring option because it’s made of recycled vinyl bits. Flooring kitchen vinyl tiles gives you the freedom to create patterns and points of interest more easily than vinyl sheet, but tiles can be water damaged more easily too.

Are you looking for an inexpensive way to update your kitchen? Vinyl flooring is a wonderful option that offers homeowners a wide variety of colors and patterns. The great thing is that the assortment is wide open for you to make your kitchen into the showplace that you want it to be. Vinyl kitchen flooring is also durable and easy to clean. What more could you want in flooring for your kitchen?

Vinyl flooring comes in two different forms — sheet and tile. Tile vinyl flooring is a great option for do-it-yourselfers since it comes in peel and stick form and is easy to install and work with. One of the drawbacks of the vinyl tiles though is that water may get down in between the tiles and can cause water damage if you are not careful. Sheet vinyl flooring can also be installed yourself, but it may be trickier if you have many corners or uneven walls in your kitchen.

Several different kinds of vinyl flooring that are available. The most common kinds of vinyl flooring are inlaid vinyl, standard vinyl, and VCT or compressed vinyl flooring. Inlaid vinyl flooring is more expensive, but the benefit of inlaid vinyl flooring is that the color and pattern goes completely through the flooring. This makes it more durable than standard vinyl flooring where the pattern or color is just on the surface. VCT is highly compressed tile that is made from recycled vinyl materials. It is widely used commercially because of its durability and ease of use.

Vinyl flooring differs in the composition of the top layer of the flooring. A very tough and thick core layer in your flooring can result in flooring that will be extremely durable and very cushiony to walk on. This is great for kitchens where there is a lot of traffic and a lot of standing. Be sure that you walk on the vinyl kitchen flooring that you are considering to make sure that you are going to like the feel of it on your feet also. A more cushioned vinyl floor is also great in the kitchen to save on those dishes and glasses too. The more cushion the more likely that when you drop a glass or dish that it will not break.

Vinyl flooring is also great to install as it can be easily laid over most existing floors to save time and energy. As long as the existing flooring is solid and level, you should be able to apply new vinyl flooring on top of it. If you are unsure, check with your contractor or at the store where you purchased your vinyl flooring.

Cleaning vinyl flooring is simple and very easy. Vinyl flooring is pretty much maintenance free and has a wipe clean surface. The only thing that you need to do is sweep and mop to keep it looking as beautiful as the day it was installed. This is why it is an ideal flooring choice for kitchens as there are many accidents and spills in the kitchen due to cooking and eating.

If you are on a budget, but want to change the look of your kitchen, then consider vinyl flooring. Vinyl kitchen flooring comes in many different colors and patterns so you are sure to find the look that you desire for one of the most used rooms in your home. Be creative with vinyl tile — mix it up and create patterns. Don’t be afraid to try new things — you may create a kitchen floor that others will envy and desire!

Marine vinyl flooring is water resistant as well as mildew and oil resistant. It’s not only for homes, it can be used in watercraft too. These are great qualities for any watercraft.

Marine vinyl has other uses too. Marine vinyl fabric could be used for the seats in your boat or any interior design that you need for your boat and below the deck.

There highlights of marine vinyl include:
* Its water, mildew and oil resistance
* Durability and affordability

Its drawbacks include:
* Difficulty in finding good quality marine vinyl
* Installation difficulty

Marine vinyl is made from marine grade vinyl which is created in the same manner as regular vinyl. Marine vinyl is made out of a combination of vinyl resin and special additives. The additives for every type of vinyl are different and this is what creates the many different styles of vinyl. The result from this combination is called vinyl compound. This compound is then taken and used to create a form called a pellet. Once the vinyl is in this state, the manufacturers will be able to create the many different types of vinyl, like marine vinyl.

Marine grade vinyl is the best vinyl and fabric that you can buy for your watercraft or any type of leisure vehicle. It is completely durable and weather proof. This means that it can withstand water, oils and any type of mildew that could occur. This makes marine grade vinyl ideal for its purpose. Vinyl is a strong material in any form, especially in marine grade.

Marine vinyl was created in 1893 and is one of the strongest vinyls on the market today. It can withhold much wear and tear. With the advent of newer vinyl making techniques, marine vinyl has even more positive attributes than it did originally. Vinyl has long been the choice for the strongest type of flooring, not only for boats but also for homes.

When you buy your new boat or are remodeling your existing boat, marine vinyl should be your first and only consideration. There are many reasons for this. Marine vinyl is affordable and it is durable, a big factor with any boat. Your flooring and seat fabric need to be strong enough to withhold wear and tear. Another great factor is that the marine grade vinyl is water, oil and mildew resistant, giving it a much longer life span.

The few drawbacks that marine vinyl has would be the difficulty of installing it. With any boat, installing, any type of flooring is difficult. Marine vinyl is even harder to install because it barely has any give to it. This means that you must cut it precisely to fit around your seats, walls, or counters. Hiring a professional to install marine vinyl is easier, though it will cost more, but that saves you the aggravation. Save your energy for enjoying the boat, not installing marine vinyl flooring.

Marine vinyl is a great choice when it comes to your watercraft. There is no other way for you to go! What other uses can you think of for marine vinyl flooring that needs this kind of durability? Go ahead and mix oil and water because marine vinyl will stand up to what you dish out.

If you are thinking about remodeling your kitchen, bathroom or kid’s playroom, vinyl flooring is a product to consider. There are many types of flooring available today, but vinyl is one of the most versatile and durable of all floors.

When remodeling rooms such as the bathroom and kitchen, vinyl is a great choice because of its durability when in contact with water. This is very important so that you are not redoing your floor frequently. The advantages of vinyl flooring are numerous, this being just a quick example:
* Inexpensive
* Cleaning is easy
* Many different styles and colors to choose from
* Great do-it yourself project
* Easy to install
* Durable

The negatives of vinyl include:
* Vinyl wood flooring may not look authentic
* Pattern may be only surface deep
* A petrochemical product that gives off gasses

You can see that there are more pros than cons when it comes to vinyl flooring.

Vinyl flooring has many steps regarding its manufacturing process. All vinyl products are made from a combination of vinyl resin and various additives that create the design as well as the color of any vinyl flooring. For each different type of vinyl, the additives are different. Once these additives have been combined in with the vinyl resin, the resulting material is called vinyl compound which is in pellet form. When the vinyl is in this form, the manufacturers are able to create many different forms of vinyl including vinyl sheet flooring and/or vinyl tile flooring.

Vinyl flooring is durable and versatile. The more expensive the vinyl flooring you buy, the more durable and resistant to stains and scratches your floor will be. There are many levels of vinyl flooring and if you buy the top notch vinyl, you will have the highest standard of durability. Vinyl kitchen flooring needs to be as durable and scratch resistant as possible because there is so much traffic in this room. Versatility and durability are the number one factor when looking for a new floor for your home. Vinyl can give this to you, even the most expensive vinyl is not as expensive as some other flooring, but it provides for you the same great durability and resistance. Vinyl is durable enough that using it for garage flooring is a possibility.

Did you know that vinyl flooring has been around since 1933? This alone shows the great popularity and success that vinyl has had over the years. Vinyl made its first public debut in the Century of Progress Exposition in Chicago. Vinyl began to be mass marketed after the war years in 1940. It quickly became a threat to linoleum manufacturers, as well as other flooring producers. At first, vinyl flooring was only used for high traffic areas. It did not take long however, for vinyl to become the number one choice for any hard surface area. Today vinyl is second only to carpet when it comes to choices for household flooring.

With the advanced technology of today, there are very few cons related to vinyl flooring. The number one con is that vinyl flooring may not look as professional and expensive as real tile, for example. Other than that, vinyl flooring is pretty ideal. It is inexpensive, and you have a large variety of choice when it comes to style, texture and color. Installing vinyl flooring is fairly simple, and repairing it is something that anyone can do. When it’s time to remove old vinyl flooring, you can consider ripping it up or just laying the next flooring choice on top of it.

When you are remodeling your kitchen, bathroom or any other part of your home, consider vinyl flooring. It is an excellent choice in more ways than one.

Today you’ll find brighter colors and bolder patterns in both tiles and sheets. Vinyl tile now comes in more sizes, shapes, and finishes. Many products have become easier to work with; they come as self-adhesive tiles and as sheets to lay without adhesive.

The samples pictured here give a taste of what’s available and what it costs (installation is extra). For each bold pattern, we photographed a 36-by 36-inch area; for small, all-over patterns, we shot 6-inch squares.

If you think vinyl flooring is cheap, you may be in for a shock. Top-of-the-line can cost as much as low-end wood, ceramic tile, or stone. Our report suggests how to tell what you’re paying for.

When you’re ready to shop, you’ll find the widest selection at flooring dealers who carry imported as well as American-made custom vinyl flooring. (No longer are high-end American, European, and Japanese products available only through architects and designers.)

DESIGN: FRANKLY MANMADE

The most sophisticated vinyl floorings don’t allude to nature, nor do they apologize for being manmade. Spattered or geometric, solid-colored or multi-hued, they can make a design statement or subtly complement furnishings.

One major American manufacturer has introduced a line of colored tiles that homeowners can mix and match for a customized floor. Another makes tile to order-you choose from a thousand colors and patterns as well as from numerous sizes, shapes, and textures.

More traditional vinyl imitates other materials: wood, stone, ceramic tile, brick. Photo-transfer processes have made these look-alikes more convincing, and embossing has added relief to printed grout lines.

New in the US. is a Swedish tile that sandwiches thin layers of real wood or cork between a cushioned backing and a layer of tough, clear vinyl. These combine the looks of the real McCoy with easy care.

SIZE AND SHAPE: MORE CHOICES

Popular with do-it-yourselfers, vinyl tile offers more options in size and configuration than ever before. Both 6- and 18-inch squares have joined 9- and 12-inch ones. Imitation-wood tiles now come in 36-inch-long planks, as well as parquet squares, and one manufacturer makes planks in three widths you can mix.

Beveled edges sometimes reveal a contrasting color, and many lines offer tiles with decorative strips to break up a large area or accent a room’s perimeter.

Some sheet vinyls now come in 9-foot widths, as well as standard 6- and 12-foot widths. Wider rolls are harder to work with but leave you with fewer seams.

HOW TO TELL QUALITY

Besides pure vinyl (polyvinyl chloride or PVC), most products contain a less costly filler-usually clay or gypsum. To qualify as solid vinyl, tiles or sheets can contain as little as 40 percent PVC. In general, the greater the proportion of vinyl, the tougher, more cushioned, and higher priced the product.

Both tiles and sheets are composed of layers fused under heat and pressure. Since the composition of these layers may vary, it’s important to compare total vinyl content when comparing prices (ask your dealer).

Color and pattern are created in several ways. Most tiles and sheets have the color and pattern printed directly on a backing, and a clear protective layer-called a wear layer-applied and fused on top. These are known as rotovinyls.

Inlaid vinyls are first printed on a backing, then thousands of vinyl granules are fused on top of the rotoprinted layer before a wear layer is applied. Inlaid tiles are not necessarily more expensive, but inlaid sheet vinyls generally are-and they come only in 6-foot widths.

Some tiles are formed by layering two or more colored vinyls, then fusing them in a mold that may add texture to the top layer. In some cases, a smaller piece is placed on top of a larger one to imply a grout line, or the edges of the finished tile may be beveled to show the second color.

Today, most tiles and sheet goods for residential use have what is commonly referred to as a no-wax surface-a wear layer of either top-quality vinyl or polyurethane. Polyurethane is harder and resists wear longer. Eventually, both types may lose their gloss, but they can be buffed to restore shine.

COST: THE RANGE IS WIDE

Prices (uninstalled) range from about $1.50 a square foot for the least expensive tile to nearly $15. Sheet vinyls range from about 35 cents to $5.50.

In general, you get what you pay for. You pay more for high vinyl content, for inlaid as opposed to printed surfaces, and for thicker and longer-lasting wear layers. Expect to pay a premium for custom tiles and for imported products.

INSTALLATION

You can install a new vinyl floor over plywood, concrete, or existing vinyl, but make sure the surface you plan to cover is smooth, clean, and structurally sound. If you need to install a new subfloor, plan on that costing $5 to $15 a square yard.

Easiest by far to install are tiles called self-sticking or self-adhering. They come with a preapplied adhesive-you simply peel off the paper backing, position the tile, and press down firmly.

Usually, sheet vinyls are cemented with adhesive applied to the entire floor surface. But the past few years have brought simpler methods. Loose-lay sheet vinyls have a cushioned backing that hugs the floor, staying in place without adhesives. Other sheet goods have a stretchable backing that needs no adhesive and can expand and contract with changes in temperature and humidity.

COPYRIGHT 1990 Sunset Publishing Corp. COPYRIGHT 2004 Gale Group

“Today, there are deviations of vinyl. Now we use nylon, urethanes, polymers, resins, limestone, and wood pulp,” says Leonard A. Ludovico, Congoleum’s vice president of product styling and design.

While chemistry allows the material to be cross-linked to create stronger, more light-stable flooring with better stain resistance, computers allow manufactures to model performance characteristics and create digital date for patterns.

“The advantage to vinyl flooring is that it’s a printed material so you can make it look like anything you want. That’s what makes it a fun category,” says Roger Oates, vice president of residential flooring for Armstrong.

New pressing techniques, special glosses, and greater resilience are making vinyl’s reputation as a glossy, ho-hum product a thing of the past. At first glance, it’s difficult to tell that the patterns in Armstrong’s Urban Setting floors are vinyl because hip designs resemble materials like fabric and leather. Rather than imitating other materials, “We wanted to come out with designs that were unique and unexpected,” says Oates. The Crocodile pattern, for instance, uses a reverse embossing technique that concentrates texture on the “down” areas, enhancing its visual texture.

John Audet, head of the bath and kitchen division of Falls Church, Va.-based Case Design/Remodeling, is impressed. “I have seen some newer vinyl flooring that looks great and has long-term warranties. I was surprised at the variety of what was available.”

BETTER DURABILITY

Armstrong was one of the first to step up durability with the introduction of ToughGuard several years ago. The ToughGuard technology guarantees flooring against rips and gouges. Several other companies followed suit, with more durable wear layers and warranties against tearing–a relief to builders and remodelers accustomed to callbacks due to torn and scuffed floors.

“The performance of [resilient] floors has improved considerably,” says Chip Braulick, director of marketing for Tarkett. “The products have much more resistance to cuts, gouges, etc., at no extra cost to the consumer.”

In addition to greater durability, Domco Tarkett introduced TruTex, an embossing technology that creates more realistic natural styles. Ceramic-look products, for example, feature a low-gloss “grout” area with high- or mid-gloss stone areas.

“Right now there’s really a significant trend toward natural designs, whether it’s wood, stone, or ceramic,” Braulick says. “The popularity of these products is something sheet flooring manufacturers have to pay close attention to.”

Amtico’s Techno utilizes the company’s magnetic embossing, a technology that creates a visually raised pattern for a 3-D effect. Available for commercial and residential markets, the durable flooring comes with a 20-year residential wear warranty.

Furthermore, Mannington introduced NatureForm Textures embossing technology that provides a mix of surface textures for realistic stone, slate, and metal looks. The company has two patterns available: Shenandoah, a replica of European limestone, and Cozumel, which combines Jerusalem stone, pitted limestone, and painted ceramic tile into one modular design.

Besides better-looking designs and increased strength, vinyl continues to be a cost-effective flooring. Vinyl tiles range in price from 40 cents a square foot to $4 a square foot. Comparatively, ceramic tiles are $2 a square foot to $10 a square foot.

And now that vinyl flooring can be fabricated in almost any style desired, Oates predicts that “contradential flooring,” a blending of residential and commercial aesthetics, will become popular.

“You need to have flooring to coordinate with all the professional-looking appliances out there,” he says. “You need a mix of traditional and outlandish.”

With hip new looks and better guarantees, manufacturers continue to change vinyl’s image. And as manufacturing techniques improve, don’t be surprised if the latest floors cause your clients to do a double take.

Congoleum: Utopia vinyl flooring is 25 percent to 50 percent thicker than other vinyl flooring, claims the firm. The sheet product comes in nine designs and in 42 colors. It features the firm’s ArmorGuard protection to protect against tearing, and a natural gloss urethane finish to protect against scuffing, staining, dulling, and scratching. 800-234-8811. www.congoleum.com. Circle 220.

Domco: Vintage vinyl flooring features TruTex, a dimensional wear layer that offers realistic replication of textured grout, slate tile, tumbled pavers, and textured ceramic tile, says the firm. The flooring, shown here in the Homestead pattern, is available in five colors. It comes with a 10-year limited warranty. 800-367-8275. www.domco.com. Circle 221.

Tarkett: Contours vinyl flooring is available in 12 patterns and in 54 colors. It features a CeramiGuard wear layer, a densified foam layer, and a high-performance felt: Aquaguard SB stain block or Aquaguard II backing. The line comes with a 10-year limited warranty against rips, tears, gouges, and asphalt staining. 800-367-8275. www.tarkettusa.com. Circle 222.

Armstrong: Inspired by unique visuals such as reptile skin and woven textiles, the Urban Settings collection of vinyl sheet flooring is available in five patterns and in more than 30 colors. Shown here in the Kyoto pattern in gray flannel, the flooring comes with the firm’s ToughGuard 15-year limited warranty 800-233-3823. www.armstrong.com. Circle 223.

Mannington: Benchmark vinyl sheet flooring is the firm’s latest addition to its extensive product line. The flooring is available in 16 colors and in five patterns, including four stone designs and one wood pattern. All patterns come in 6- and 12-foot widths. The flooring comes with a six-year limited warranty. 856-935-3000. www.mannington.com. Circle 224.

Nafco: PermaStone vinyl flooring comes in an array of 16-inch-by-16-inch tiles that have the look and feel of real ceramic, stone, and marble, says the firm. The flooring features GroutFit, a two-sided grout treatment that allows tiles to fit together seamlessly. It has a patented wear layer and a 20-year limited warranty. 800-227-4662. www.nafco.com. Circle 225.

Color trends affect every aspect of home design. Some of the following color predictions for 2003 already are showing up on vinyl flooring patterns.

* Special effects and technologies will play a large role, with metals providing rich-looking accents.

* Colors taken from nature will flow throughout home products and furnishings.

* Energy-boosting bright hues reminiscent of the 1960s will perk up subtler colors, adding contrast and depth to simple palettes.-S.H.

SOURCE: COLOR MARKETING GROUP

Portions of this story first appeared in PROSALES magazine.

COPYRIGHT 2003 Hanley-Wood, Inc. COPYRIGHT 2003 Gale Group

Safe-T Sheet also features heat-welded seams for germ-free environments; stain-resistance to blood and other staining elements; resistance to indentation from gurneys, dropped equipment, or dragged furniture; and low-contrasting visuals for reduced eye strain.

Safe-T Sheet is suitable for areas such as hallways, cafeterias, and patient rooms.

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COPYRIGHT 2003 Medquest Communications, LLC COPYRIGHT 2003 Gale Group