As the luxury vinyl tile (LVT) market faces dual pressures from rising tariffs and increasing demand, manufacturers showcased strategic pivots at Q1 2025 trade shows, revealing an industry in transition. With Chinese imports now subject to a 45% tariff—up from 25% just months ago—and the global LVT market projected to reach $52.86 billion by 2030, North American manufacturers are ramping up investments in domestic production while exploring alternative supply chains throughout Southeast Asia.

These strategic shifts were on full display as manufacturers unveiled their latest offerings at TISE and other Q1 trade shows, where innovation in sustainable materials, digital printing technology, and retail support programs demonstrated an industry determined to thrive despite geopolitical and economic headwinds.

CFL Floors rigid core. Photo: CFL.

Domestic Manufacturing Expands

The current tariff strategy in the U.S. has been too unpredictable to navigate effectively. This uncertainty has catalyzed a wave of capital investment in U.S. manufacturing facilities, with industry leaders committing hundreds of millions to expand domestic capacity before the close of the decade.

Engineered Floors became the first U.S. manufacturer to utilize Hymmen direct digital printing technology for SPC production. The state-of-the-art facility in Dalton, Georgia—housed in the revitalized 1.2 million-square-foot Seretean plant—began producing sample products in late 2023 before starting full commercial production in early 2024. The company's premium PureGrain DLVT offering features an exceptional board repeat pattern, significantly reducing the visual repetition that has long been a limitation of traditional LVT products. The company is adding 132 new SKUs across its hard surface categories in 2025. 

Mohawk Industries continues to make significant investments in domestic manufacturing, with leadership announcing that the company will invest over $900 million in U.S. production facilities across multiple flooring categories, including resilient flooring. Its resilient Dalton, Georgia, facility has adopted advanced sustainability measures, utilizing a certified recycling process that repurposes 100% of post-industrial materials to create carbon-neutral products. This focus on increased capacity and sustainable manufacturing aligns with Mohawk's introduction of innovative resilient plank technology, which provides enhanced stability and environmental advantages.

Shaw Industries is expanding its domestic resilient flooring manufacturing capabilities with a $90 million investment in Plant RP located in Ringgold, Georgia, which produces SPC and LVT resilient flooring. This latest investment will more than double the facility’s production capacity for resilient flooring by 2026. These efforts will not only increase capacity but also provide customers with enhanced product specifications, including smaller production runs, new emboss textures, added dimensional stability for loose lay applications, and a wider range of product sizes. 

With 11 manufacturing facilities across the U.S., AHF Products strategically positioned to serve residential and commercial clients, ensuring that many products are in stock and ready for fast shipping. "Given the instability and unpredictability of tariffs, AHF Products offers unmatched reliability for customers," said Jennifer Zimmerman, Chief Commercial Officer of AHF Products. "By controlling our supply chain and manufacturing a significant portion of our products in the U.S., we ensure fast, reliable delivery—keeping projects on schedule, within budget, and free from concerns about tariffs and international trade disruptions…Our customers shouldn’t have to worry about tariffs, supply chain delays, or unpredictable costs.”

Over the past few years, the company has invested close to $40 million in expanding its domestic manufacturing footprint, ensuring a steady flow of in-stock products that are unaffected by the volatility of international trade policy.

CFL exemplifies the technological innovation driving domestic production, adding a third building to its U.S. manufacturing campus in Cartersville, Georgia, bringing its total footprint to approximately 1.5 million square feet. This expansion accommodates new production lines for several key product categories including acoustic flooring, PureCoat finishes, and digital printing technology.

"We've really been very focused on trying to create a model where we can make much more complex products in all our different plants," said Jerome Nurenberg, marketing director, CFL, describing the company's strategic shift toward diversified manufacturing capabilities across multiple locations, including Vietnam and the United States.

Prana is one of Karndean’s Design Aesthetics helping retailers sell more resilient. Photo: Karndean.

Design Trends: Aesthetics Drive Consumer Choice

As technical performance becomes table stakes in the resilient flooring market, manufacturers are increasingly differentiating their products through distinctive aesthetics and design elements that resonate with evolving consumer preferences.

Karndean Designflooring is taking a lead in this approach with its Design Aesthetics program, which introduces three distinct design perspectives: Prana, featuring "cozy spaces inspired by the calm and relaxation of yoga breathing exercises"; In CTRL, showcasing "modern, minimalist spaces inspired by the sleek design of the digital age"; and Mix & Max, creating "mood-enhancing spaces that express creativity while sparking imagination."

"We want to help our retailer partners give customers a first-class buying experience, from inspiration through installation," said Julie Thomas, Karndean retail channel manager. "Karndean Design Aesthetics will be a valuable addition to their selling toolbox."

The quest for authentic wood visuals remains paramount across collections. PureTech's Premier Woodland Resort collection features cottage-inspired designs with enhanced texture and classic oak appearances that provide the genuine look and feel of wire-brushed wood, while their Kentmore Lodge collection offers elevated oak designs with authentic wire-brushed visuals in a range of light neutral tones.

Edge treatments and bevels are becoming key differentiators. Mannington's Adura collection showcases several innovative approaches, including Timber with a sculpted edge and matte texture, Highland Oak with its original "rafted edge technology, and Gala featuring the crafted edge with an applewood species design.

"Most people will go to print suppliers and find designs that they offer and put them into their product. We don't do that," said Al Boulogne, SVP of residential product at Mannington. "We literally take original copy... scan it all in and then separate it out to the print cylinder separations."

Digital printing technology is revolutionizing pattern development. CFL's investments allow for designs up to 11 meters in length—approximately 10 times larger than traditional methods—significantly reducing pattern repetition. Similarly, Mohawk's RealPlank technology is an innovative system designed to enhance the realism of LVP flooring, minimizing pattern repeats with up to 30 unique plank designs and featuring HDX color clarity for a natural, matte finish. 

Plank dimensions continue to evolve as the market embraces versatility. Karastan's Summerhill Chase is available in multiple widths (9, 5, and 3-inch), while their Wyndham Shores line offers expansive 9-inch-wide by 72-inch-long planks. This variety allows for more customized installations and distinctive floor patterns that enhance overall interior design.

Among the product launches at TISE 2025, LX Hausys generated buzz with its CraftedConnections LVT collection, which features three distinct styles—CraftedWood, CraftedClay, and CraftedWeave—designed to foster connections between interior spaces and nature. The collection showcases the company's proprietary TrueMatte technology, which delivers realistic aesthetics and soft-touch textures while providing exceptional durability and stain resistance. Available in Q2 2025, the collection offers 18 wood visuals in 9"x60" planks, eight stone-inspired patterns in 24"x24" format, and eight textile designs that can coordinate with other styles in the line.

"CraftedConnections is more than just a resilient flooring solution; it's a design philosophy that seeks to foster greater connections between individuals, spaces and the calming effect nature can have on us," said Martha Wakelin, LX Hausys HFLOR creative director. 

VersaTech Fieldcrest in Safara. Photo: Mohawk.

Sustainability Takes Center Stage

Sustainability has moved from a marketing buzzword to a core product feature, with several manufacturers highlighting eco-friendly components in their newest offerings.

Mohawk Industries announced its SolidTech R flooring line, which incorporates 20 recycled water bottles per square foot alongside natural stone components. The company plans to divert 6 billion bottles annually from landfills, building on its decade-long record of recycling 60 billion bottles.

Similarly, Mohawk's PureTech line showcases planet-friendly, 100% PVC-free flooring made from 70% total recycled content with an 80% renewable, organic core. Every purchase of PureTech contributes to stopping ocean plastic in collaboration with Plastic Bank.

“PureTech’s 2023 debut ranked among Mohawk’s most successful launches due to the product’s widespread adoption and high demand,” said David Moore, Mohawk’s VP of product management. “This year, we are introducing a new tier to create more trade up within the product line. Our two collections of PureTech Premier with Signature Technology embody the allure of natural hardwood with artistic precision. Each plank is crafted with up to 75 layers of texture for multidimensional beauty, and the clarity finish achieves up to four times higher resolution with over 1,000 color variations.”

Technical Innovation Continues

Beyond sustainability, manufacturers are differentiating through technical innovation, particularly in waterproofing, installation methods, and comfort underfoot.

Shaw Floors introduced fresh designs in its Floorté Classic Series (WPC) and Floorté Pro Series (SPC) product lines, along with new flex and loose lay options. "With home designs constantly evolving, we're thrilled to expand our Floorté PRO collection with new, versatile size options that seamlessly fit into any space," said Natalie Cady, Shaw Floors' hard surfaces product director.

Karastan launched LuxeCraft Serenity, a premium waterproof collection featuring ComfortCore technology for a softer underfoot feel. "ComfortCore products are designed with a thicker construction to enhance the comfort of each step," explained Adam Ward, vice president of product management for resilient flooring. "The construction minimizes noise and reduces sound transmission with a multilayered construction."

Inspiration Plank HD. Photo: Southwind Floors.

Southwind's TISE 2025 showcase featured Summit, an ultra-thick 19mm WPC plank (almost ¾" thick) that offers significant installation advantages by eliminating the need to reinstall subfloor material in typical replacement projects. The 5" wide by 60" long planks feature a robust 30 mil wear layer, 3mm IXPE attached pad, painted bevel, Embossed in Register (EIR) texturing, and Uniclic locking system for easier installation in challenging spaces.

Cali's introduction of the Trestles collection provides a WPC luxury vinyl plank designed to bring comfort and durability at an opening price point. "We're in a golden age for WPC. Trestles is our answer for the homeowner who wants a little more comfort and style than your typical LVP, in a floor that's easier to budget for," said Cali CEO Doug Jackson.

LX Hausys unveiled two resilient flooring technologies at TISE 2025, TrueFit and TrueQuiet. TrueFit features a fiberglass layer that provides superior dimensional stability, even under extreme temperature ranges, and enhanced resistance to indentations from items dropped on its surface. Independently tested to be up to four times more stable than conventional LVT in extreme temperatures, TrueFit requires minimal flooring prep and acclimation time, saving contractors and installers’ time and resources. HFLOR LVT products with TrueQuiet achieve excellent Impact Insulation Class (IIC) ratings. The floors are independently tested and verified to significantly reduce walking sounds and achieve sound reduction levels up to five times greater than traditional LVT. 

Republic Floors introduced SPC product expansions that address the growing consumer preference for durable, moisture-resistant flooring options that offer embossed in register. In addition, the best sellers in SPC are offered in a herringbone pattern. Looking ahead, Republic announced plans at TISE to introduce specialized glue-down options to create more flexibility. 

PureGrain Antiquity. Photo: Engineered Floors.

Retail Strategy Evolution

While major manufacturers are investing heavily in domestic production, mid-sized players like Southwind Building Products are also leveraging U.S. manufacturing as a competitive advantage. At TISE 2025, Southwind showcased its commitment to transparency and American-made products with a booth filled exclusively with domestically manufactured flooring options.

"Everything in our booth, hard and soft surface, is made in the USA," emphasized Drew Hash, president and CEO of Southwind. "As we all know, one stroke of the pen could make things really different as far as importing products."

The company's transparent pricing structure also sets it apart in an industry often plagued by hidden charges. "One thing that we've always touted is we deliver with no hidden charges on our delivery fees," Hash explained. "If we price this to you as a dealer, that is delivered—there's no freight surcharge, there's no delivery fee." This approach ensures dealers can accurately calculate their margins without unexpected costs eroding profitability.

 "How do we come into an industry that's pretty saturated? There's a lot of us— we're all kind of selling a little variation of the same things. So how do we do something different?" William Dossche, co-founder and EVP of operations of International Flooring Company (IFC), said from the TISE show floor. Their answer was to create a strong consumer-recognizable brand while implementing an exclusive dealer program that protects retail partners from nearby competition.

In just two years, Canopy has built a team of 25 sales representatives and already exceeded its January 2025 goals. The company is also launching Canopy Flex, an LVT product with a built-in acoustic pad and pressure-sensitive glue, addressing the ongoing installation labor shortage.

Manufacturers invest heavily in retail support tools to help convert brand recognition into sales. COREtec introduced a new dealer toolkit that includes top-performing ads, a 2025 Style Guide, Flooring Buyer's Guide, and regional trend reports.

"Retailers tell us that COREtec is the only brand consumers come in asking for by name. And we've built an exciting new toolkit for retailers to accelerate and convert this consumer demand," said Seth Arnold, brand leader for COREtec.

Karndean Designflooring is revolutionizing the luxury vinyl flooring retail experience with Karndean Design Aesthetics, a program that introduces holistic design perspectives through three distinct aesthetics: Prana, In CTRL, and Mix & Max. "We want to help our retailer partners give customers a first-class buying experience, from inspiration through installation," said Julie Thomas, Karndean retail channel manager.

Canopy Flooring, a brand by International Flooring Company was established just two years ago by industry veterans William and Julian Dossche has implemented an exclusive partnership model with retailers based on zip code territories.

CraftedConnections LVT collection. Photo: LX Hausys.

Market Outlook

As the resilient flooring market continues its robust growth trajectory, clear winners will likely emerge among those manufacturers who can best balance aesthetics, performance, sustainability, and retail support.

The residential segment led market expansion in 2024, while the vinyl sheet and floor tile segment is anticipated to experience the fastest growth moving forward. Geographically, while Asia Pacific dominated the global market in 2024, North America is expected to witness the fastest growth, driven by rising preference for energy-efficient and environmentally sustainable flooring options.

With consumers increasingly prioritizing both performance and design versatility, manufacturers who can deliver on these demands while supporting their retail partners appear positioned for success in this competitive landscape.