Coretec, Shaw Industries' premium luxury vinyl flooring brand, has introduced Scratchless—a PVC-free waterproof resilient floor constructed with a mineral core. 

Scratchless offers a 30-year residential scratch warranty, low-luster visuals that help hide scuffs and marks, and embossed-in-register (E.I.R.) texturing. 

“We named this product Scratchless because it’s clear, memorable and true," said Coretec Vice President Jon England. "While no floor is scratchproof, this floor won’t scratch under normal conditions and activities if proper care and maintenance guidelines are followed. And we’re offering a 30-year residential scratch warranty to back up our claims, written in clear, easy-to-understand terms to ensure full transparency on what is covered for the homeowner.”

The brand is promoting Scratchless with the tagline, “Everlasting scratch protection. Endless design possibilities," and is offering flooring retailers an enhanced marketing campaign materials free of charge via ShawNow. Shaw said product training for sales associates is underway. 

For more information, visit COREtecFloors.com and recent coverage on Floor Trends.