Jan 18/25; Volume 30/Number 15
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By Ken Ryan
Flooring dealers are always looking for the next big thing, the game-changing product that can translate to bigger sales and profits. That is the promise WPC—wood plastic/ polymer composite—holds.
As the WPC category emerges, specialty dealers are faced with a few challenges, from explaining the features and benefits of the new category to customers to effectively merchandising this classification of product.
For those just getting into the category, or for those looking to learn more, here are five questions about WPC and how to answer them:
The “w” stands for wood, but the fact is the majority of WPC-type products entering the market today do not contain wood. WPC is a composite material made of thermoplastics, calcium carbonate and wood flour. Extruded as a core material, it is marketed as being waterproof, rigid and dimensionally stable—thereby overcoming various traditional engineered wood disadvantages while still offering wood-look visuals. In an effort to differentiate their products, suppliers are branding their WPC offerings with names such as enhanced vinyl plank, engineered vinyl plank (or EVP flooring) and waterproof vinyl flooring.
Shaw Floors, for example, brands its Floorté as enhanced vinyl plank with an “improved formulation” that gives it greater density than WPC. Mannington’s new Adura Max is an enhanced vinyl plank the company is touting as the “quietest product on the market.”
The main differences are that WPC flooring is waterproof and can go over most subfloors without much preparation. Traditional vinyl floors are flexible and any unevenness in the subfloor will transfer through the surface. Compared to traditional glue-down LVT or solid-locking LVT, WPC products have a distinct advantage because the rigid core hides subfloor imperfections. In addition, the rigid core allows for longer and wider formats. With WPC, it is not necessary to worry about the preparation LVT would require for use over cracks and divots in concrete or wooden subfloors.
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The big advantage for WPC over laminate is that it is waterproof and suitable for environments in which laminate shouldn’t normally be used—typically bathrooms and basements that have potential moisture infiltration. In addition, WPC products can be installed in large rooms without an expansion gap every 30 feet, which is a requirement for laminate floors. The vinyl wear layer of WPC provides cushion and comfort and also absorbs the impact sound to make it a quiet floor. WPC is also suitable for large open areas (basements and Main Street commercial areas) because it doesn’t need expansion moldings.
Most manufacturers regard WPC as a subcategory of LVT. As such, it is likely to be displayed among other resilient and/or LVT products. Some retailers have WPC displayed between laminate and LVT or vinyl since it is the ultimate “crossover” category.
Jim Mudd, president of Sam Kinnaird’s Flooring in Louisville, Ky., merchandises WPC in the laminate section. “I consider WPC laminate even though I don’t think it matters,” he said. “All I care about is that the product is waterproof and quiet [underfoot].”
Is WPC a fad or the next big thing in flooring? No one can know for sure, but indications are this product offers great potential. “It absolutely can become the dominant player,” said Eric Mondragon, hard surface buyer for R.C. Willey Home Furnishings, with 13 locations in four Western states. “WPC is what the LVT category has evolved to, although I still see the need for traditional dry-back LVT for multi-family and commercial segments of the market.”
USFloors helped usher in the WPC era with the launch of COREtec three Surfaces ago. In 2015, the company received a patent that covers all engineered flooring products with a WPC core and veneer top layer with or without an attached backing. Noting that WPC is still at the early stages of its lifecycle and expansion, Piet Dossche, CEO of USFloors, predicted WPC “will forever change the landscape of LVT and several other flooring categories.” Specfically, he suggested some categories may even need to be reinvented.
That change could be happening soon. Jeff Striegel, president of Elias Wilf, a Top 20 distributor based in Owings Mills, Md., expects WPC to be the talk of Surfaces with as many as 40 introductions. “Any time you have a product that solves a problem it seems to do well,” he said. “One of the issues people have with LVT is that there is some telegraphing and, therefore, are limitations with what you can put LVT over. That is not the case with WPC. It is clearly a trend that is on the move.”
When searching for vinyl flooring, you may have come across terms like SPC and WPC. Let’s take a look and compare so you can choose the best option in flooring for you and your lifestyle. We will take a look at the pros and cons, learn how they’re made and compare cost, comfort and durability.Both SPC and WPC are 100% waterproof with the SPC being a newer rigid core that is virtually indestructible. WPC has been the gold standard that offers comfort as well as function.SPC is the most durable waterproof vinyl flooring option on the market. The construction is similar to WPC, but comes with an ultra-tough core, thus the name “rigid core”. SPC stands for stone plastic composite or stone polymer composite. The core is what makes this flooring so incredibly durable while maintaining its form even over uneven subfloors. The thought was that the thicker the vinyl is the better but with rigid core, thickness does not matter. The flooring manufacturers have now created an ultra-thin, super-durable option measuring no thicker than 6mm.So, what gives this thin plank such a heavy-duty performance? You might think it’s too flimsy just looking at it but give it a bend. It’s the layered construction that really makes it tough to budge. It typically is composed of four layers but this can vary between manufacturers.This is the bodyguard of the plank; protects wear and tear. In the case of wearlayers, thicker is still better.This layer features hyper-realistic photo imagery that makes the vinyl lookso much like stone or wood.This is a solid, waterproof core that won’t ripple or swell no matter how muchliquid you subject it to. It is ultra-dense with no foaming agent like you’ll find in WPC. It givesyou slightly less softness underfoot, but it makes floor extra durable.This is the pre attached solid foundation of your plank.This is what makes both rigid core and WPC so popular. Its perfect for businessowners, pets and water-prone areas.It is designed to be installed over any existing hard surfaceeven if not completely level.SPC is the most durable vinyl flooring option availableVinyl flooring can mimic natural materials better thanever before.Occasionally vacuum and mop, you are good to go.Easy to install yourself with most options interlocking and floating overyour existing surface.SPC was designed to be sturdy not comfortablemaking it popular for a commercial environment. The stone composite core does not hold a lotof heat, so you will have chilly floors when it’s cold.WPC vinyl flooring best known for being 100% waterproof. This luxury flooring is amped up a notch with a special waterproof core that makes it perfect for any room in your home.WPC stand for wood-plastic composite that is enhanced with a foaming agent making it slightly softer and more comfortable in addition to being waterproof. This flooring is popular amongst homeowners that want the traditional hardwood look without the maintenance. It’s so easy to install it is a dream come true for DIYers.This waterproof flooring is typically composed of four layers but that can vary between manufacturers. Here’s what to expect to find in the WPC layers.This layer protects your floor’s surface from the wear and tear of everyday life.The thicker the wear layer, the better protection.This layer features the gorgeous photo imagery of wood or stone thatMakes vinyl so popular as an alternative to natural materials.This is where the magic waterproof happens. No matter how much water it encounters,It won’t swell, stain or warp.the pre-attached solid foundation of your plank.From top to bottom, this is designed to withstand moisture and prevent waterdamage to your floor.If standing on a hard floor all day isn’t great for your joints or feet, WPC is muchmore comfortable as well as resilient.Vinyl is trending right now and can come in those sought-after wood and stone looks.If you like doing things on your own, you will love how easy it is to installthis flooring. Many come with interlocking tongue-and-groove systems that can float overexisting floors.Occasional sweep and mop, you can easily keep your floors looking new.WPC isn’t quite as durable as SPC. That slightly softer core is morecomfortable, but is likely to dent if you drop something heavy.The cost of WPC is just a bit higher than SPC. However, as moreand more companies develop their own lines, we are starting to see WPC prices drop and is stillless expensive than solid hardwoods with less maintenance.The difference lies in the core. The waterproof core is the star of the show for both WPC and the Rigid Core SPC. WPC core is made from wood plastic composite that contains an added foaming agent to increase resilience and comfort while SPC core is made from stone plastic composite which is stiffer, sturdier and more resilient. The robust core is so durable it is often used for high traffic and commercial spaces and is less susceptible to dents which is a plus in areas with heavy furniture or high traffic.WPC can be higher in price when compared to other flooring options, but comes with several benefits such as being 100% waterproof. SPC is typically lower in price and comes with the same features.SPC is very durable from the stone core, that can make it less flexible and cold under the feet. WPC has more give, comfortable under your feet and retains some warmth. WPC is the better option for a residential home making SPC best for high traffic or commercial spaces. While both are incredibly durable and 100% waterproof, SPC won’t dent and can out do the competition when it comes to traffic and furniture.Because they both offer a convenient interlocking tongue-and-groove system, they both are easy to install. There is no way to say that either flooring is better than the other, it all depends on what you want out of the flooring and where you plan to install it. Both options have a lot to love, now you are ready to shop!
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