When Engineered Floors first introduced its revolutionary PureGrain Direct Digital Print technology in 2024, it signaled more than just a technological advance—it marked the beginning of a design-forward transformation in hard surface flooring. Now, as the company unveils its comprehensive 2025 hard surface strategy, that initial innovation has evolved into a complete reimagining of what a flooring manufacturer can be in the premium market space.

Eric Ruppert, senior director of product marketing and category management, reported that the company is now strategically expanding into higher price points and premium products.

This strategic shift upmarket builds on the company's pioneering work in digital design. In 2024, the original product design team—Joe Young, VP of product development; Emily Finkell, EF’s previous VP of residential product design; and Amber Westmoreland Moore, color and design trend expert—established a transformative approach to creating authentic wood visuals. The team developed a process that starts with actual wood planks, preserving authentic features and digitizing them at resolutions 300 times higher than industry standards. This intensive development process, which took over a year, focused on incorporating various cuts of hardwood, grades, and treatments to create a comprehensive collection. 

Now, in a strategic move to strengthen its position in the hard surface market, Engineered Floors is consolidating all its hard surface offerings under the PureGrain umbrella brand. The restructuring creates five distinct sub-brands, each targeting specific market segments and consumer needs.

"We're rebranding under Pure Grain, and you'll have five different collections or sub-brands," Ruppert said. This streamlined approach aims to make product selection clearer for both retailers and consumers.

The new structure includes PureGrain High-Def, the company's domestic premium line featuring its innovative digital printing technology; PureGrain Comfort, a new entry into the Wood Plastic Composite (WPC) category featuring 24 new SKUs that the line targets consumers seeking a softer, quieter underfoot experience; PureGrain Endure, a Stone Plastic Composite (SPC) line allows EF to offer expanded style options; PureGrain Renew, the company's PVC-free laminate offering, addressing growing market demand for sustainable flooring options; and PureGrain Flex, which offers glue-down and loose lay applications. 

This restructuring represents more than just a naming convention—it’s part of Engineered Floors' broader strategy to compete more effectively across all price points in the hard surface market. "From a core element standpoint, we are heavily investing," Ruppert said.

Engineered Floors is making its most ambitious product expansion to date, introducing 132 new SKUs across its hard surface categories. "We're virtually doubling what we offer," Ruppert said. This extensive rollout reflects both the company's technical capabilities and its keen understanding of market demands.

The new collections feature enhanced specifications that signal EF's move into premium territory. While maintaining its standard 7x48-inch plank offerings, the company has added larger 9x60-inch formats to meet the growing demand for oversized planks. Construction has also been upgraded with a thicker 6.5mm core that enhances durability and comfort underfoot. 

It also introduced PawPrint Protection, a comprehensive warranty program that addresses one of consumers' primary concerns about hard surface flooring. The tiered warranty structure offers coverage based on wear layer thickness, ranging from 5 years for 12 mil products to 30 years for products with a 30 mil wear layer or AC5 equivalent.

Understanding that premium products demand sophisticated presentation, EF has developed a new display system that transforms how products are showcased. The system combines interactive technology through built-in iPads with generously sized 18x24-inch sample boards, making it easier for consumers to envision their flooring choices. Products are organized by "Bold" versus "Balanced" aesthetics, creating an intuitive shopping experience that helps consumers quickly identify styles that match their preferences. The Bold vs. Balanced campaign is mirrored online to help customers through their shopping selection process. 

Complementing the flooring collections is the new Xcessories program, a comprehensive collection of coordinating trims and transition pieces. "We understand that trims are often an afterthought, so we've made it easy to add these essential touches,” Ruppert noted. This attention to detail ensures that every aspect of the installation meets premium market expectations.

EF's digital transformation centers on EF Connect, a sophisticated social media platform provided free to retailers. The platform automates content distribution while using geofencing technology to prevent content overlap between dealers. Posts are optimized for multiple platforms—Facebook, Instagram, LinkedIn, and Google Business—with scheduling tailored to maximize engagement on each.

"We had to up our presentation game," Ruppert said, discussing the company's significant investment in digital assets. This includes a partnership with Roomvo for visualization technology, enhanced website capabilities, and a comprehensive Brand Center on Box. This cloud-based content management system serves as a hub for marketing resources. The company has created an extensive library of virtual samples and 3D room renderings, giving retailers powerful tools to help customers envision their flooring choices.

EF's domestic manufacturing capabilities give it a distinct advantage in service and customization. The company has streamlined its production processes to deliver custom orders within 72 hours and is developing a quick-ship program to enhance service levels further. This rapid response capability, combined with consistent product availability, creates a compelling value proposition for retailers.

Success in this approach is already evident in the company's growing relationship with major buying groups, with EF successfully winning a majority of resilient placements in CCA Global Retail Group’s Retail 2.0 merchandising solution.

“Their stuff looks great,” said Matt Andrews of Allwein Carpet One. “The new digital printing technology, the fact that it's a laminate rating wear layer now—the stuff looks so realistic, and I'm glad it's going to be in our Retail 2 .0.”