Mannington’s innovation initiatives for 2010 are not limited to resilient. In fact, when it comes to hardwood, the company is stepping into unchartered waters with Earthly Elements, what it is calling the first wood tile line in 12 x 12 and 12 x 24 formats.
“Ultimately, we decided about a year ago our core focus would be on innovation,” said Dan Natkin, director of hardwood business. “This is one of the byproducts. We feel we created our own innovative milestone, both from a visual and an installation perspective.”
The idea is for consumers to have the ability to create a unique floor. Patterns are styled around classic wood looks such as herringbone as well as more contemporary visuals like the checkerboard seen in tile. Other designs include the rectangular subway tiles popular in porcelain, a weave made popular in traditional textiles, and a pinwheel that should find its way into larger installations. “The idea is to bridge wood and contemporary tile,” Natkin said.
Duncan added that the genesis of Earthly Elements was Mannington’s understanding of other product categories. “We brought this to the market a year ago in Adura. The ability to create custom patterning on the floor has been strong for us in LVT.”
Mannington has also attached a simplified selection process to Earthly Elements. The first step is color choice from five oaks and three hickorys. Colors can be used alone or mixed. The next step is to choose one of the aforementioned patterns or something entirely unique. Then design the floor.
Enhancing Earthly Elements’ appeal is an innovative installation system that features tabs in that the tile can be installed in any direction.
Feedback has been nothing but positive, Natkin said. “Retailers have been going absolutely nuts. We previewed Earthly Elements for Avalon Carpet & Tile in November and they keep asking when displays are coming in. We also took quite a few orders for the display at the Carpet One and Flooring America conventions, sight unseen.”