For laminate manufacturers, innovation is happening across multiple areas of the product’s construction.

Advancements in digital printing, embossing technologies, surface treatments and waterproof construction are helping create floors that not only look better and more authentic but also perform in more demanding environments. Rather than a single breakthrough driving the category forward, a collection of manufacturing and design innovations is working together to narrow the gap between visual realism, tactile authenticity and everyday durability.

The entire category has experienced a renaissance, said Eric Ruppert, vice president of soft surface product development and marketing, Engineered Floors. “Historically, laminate forced a compromise: you either got decent durability with artificial-looking patterns, or you sacrificed moisture resistance for aesthetics. Today, the convergence of high-density core engineering and digital imaging has erased those compromises.”

He continued, “On the performance side, the shift toward ultra-dense HDF cores combined with advanced melamine and aluminum oxide finishes have made modern laminate far more scratch and dent resistant than traditional LVP. On the design side, we are no longer bound by the limitations of traditional gravure printing on decor paper.”

Printing Precision

Much of laminate’s recent development has depended on more realistic wood visuals. Digital printing improvements, embossing and surface technologies are producing the details that consumers want from natural hardwood with better accuracy.

Today, the vast majority of laminate surfaces are crafted with Embossed-in-Register (EIR) technology, which aligns a plank’s texture to its printed grain pattern. EIR continues to play a significant role across the category because it aligns surface texture with the printed décor layer beneath it. This is what creates a floor that looks and feels more natural underfoot.

Stanton reported that advancements in texture and sheen control are helping manufacturers further refine those visuals. “Recent innovations in laminate manufacturing have significantly expanded what is possible from both a design and performance standpoint by pushing advancements in texture and sheen technology,” said Natalie Sheinfeld, director of merchandising and hard surface design, Stanton.

For Mohawk’s Signature technology, the company combines advances in embossing and manufacturing precision. “Advancements in embossing, texture development and manufacturing precision allow us to elevate laminate to a level that consumers would really struggle to distinguish from real hardwood,” said Justin Hicks, senior marketing director.

Another benefit comes from advances in digital imaging and scanning technologies that allow them to capture the subtle characteristics found in natural wood species.

“Advanced scanning and imaging systems enable us to capture the subtle details found in natural hardwood, including grain variation, texture and character marks,” said Jerry Guo, president, Lions Floor. “At the same time, manufacturing innovations such as precision embossing, enhanced pressing technologies and spray-coating applications allow us to translate those designs into finished products with remarkable authenticity.”

The combination of digital printing, synchronized textures and increasingly sophisticated surface treatments is creating a higher level of coordination between what consumers see and what they feel.

“There are still opportunities for more innovation in the laminate industry, particularly opportunities for visual enhancements such as digital printing and improved plate technologies,” said Natalie Cady, hard surface brand product director at Shaw Floors.

Engineering Performance

While visual realism continues to advance, investments are being heavily invested in technologies designed to improve performance.

Water resistance continues to be a focal point of development. “In the past five years, ongoing advancements in water resistance have been the performance enhancing headline,” said Al Boulogne, senior vice president, residential product and marketing, Mannington.
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For Today's Consumer

As design and performance technologies continue to evolve, there’s opportunity for laminate to gain share among consumers seeking a balance of aesthetics and value.
One of laminate’s long-standing strengths are in scratch resistance, particularly in active households.

At the same time, affordability remains a strategy. “There is a lot of opportunity for laminate to capture market share, given its attainability and realistic wood-like visuals that offer a more affordable look than hardwood,” Cady said.

There are also opportunities in residential replacement, multifamily and other high-traffic applications where durability and ease of maintenance are priorities.

“Laminate has a strong opportunity to gain share in residential replacement, multifamily, and high-traffic spaces where buyers want durability, easy maintenance, and realistic wood visuals,” Frith said.

Source: floorcoveringweekly.com