COREtec is making a bold move in the luxury vinyl market with its 2025 product lineup, directly challenging traditional hardwood flooring with a new collection of heritage-inspired designs.

The collection introduces five new styles in European white oak visuals, ranging from light natural linen to rich, dark tones. Each plank measures ¾" thick and 9"x72", featuring enhanced natural graining and shading patterns that closely mirror genuine hardwood.

"Retailers depend on COREtec to elevate the entire resilient category," said Seth Arnold, COREtec's brand leader.

The new line targets homeowners who appreciate hardwood aesthetics but require superior durability and simplified maintenance. Product design director Sarah Gist describes the collection as "sophisticated style meets intentional design," emphasizing its appeal to premium practical consumers willing to invest in enhanced style and convenience.

The collection features five distinct styles: Natural Linen Oak offering light, airy tones; Warm Sand Oak with golden hour-inspired hues; Saddle Oak presenting classic medium brown tones; Smoky Oak combining cool greys with warm browns; and Mustang Oak featuring deep, warm coloring for contemporary spaces.

Marketing director Maud Swalens notes that COREtec is backing the launch with substantial investments in media and merchandising to enhance the consumer buying experience. "We're driving more consumers in store, ready to buy than anyone in the industry," Swalens said.

The launch comes as luxury vinyl flooring continues to gain market share in the premium flooring segment, with manufacturers focusing on replicating authentic hardwood appearances while offering superior practical benefits.