COREtec Floors
COREtec Floors is a Shaw Industries-owned brand that manufactures 100% waterproof luxury vinyl plank and tile flooring for residential and commercial customers, distributed through specialty retailers and Lowe's across North America and select international markets.
- Company typePrivate
- Founded2012
- HeadquartersKrusemark, Germany
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What COREtec Floors does
COREtec Floors is a luxury vinyl flooring brand that manufactures 100% waterproof luxury vinyl plank (LVP) and luxury vinyl tile (LVT) products. Founded in 2012, the brand operates as a wholly-owned subsidiary of Shaw Industries Group Inc., itself a subsidiary of Berkshire Hathaway, with headquarters in Dalton, Georgia. COREtec pioneered the waterproof luxury vinyl category and currently sells three primary product lines: COREtec Originals (WPC construction with waterproof foamed core and cork underlayment), COREtec Pro (SPC construction for high-traffic commercial use), and COREtec Tile (grout-free tile alternatives with Soft Step underlayment). The Originals collection offers over 150 colors, and the full catalog spans 266 SKUs across Classics, Enhanced, Premium, and Soft Step sub-tiers.
COREtec's products are built on a proprietary multi-layer architecture combining a UV acrylic finish, design layer, waterproof core, and attached underlayment (cork or Soft Step). All products carry GREENGUARD Gold certification for low chemical emissions across more than 11,000 tested chemicals. Pricing is set per square foot and ranges from $5.69 to $11.99 across tiers, with $4.99 sample kits. The company sells through a two-tier distribution model: a national network of specialty flooring retailers for premium positioning, and a budget sub-brand called Smartcore available through Lowe's home centers for mass-market reach.
The company's go-to-market is sales-led, with brand leader Seth Arnold driving consumer demand through national advertising and storytelling that channels customers to retail partners. COREtec's primary customer segments are residential homeowners installing whole-home flooring and commercial operators needing high-traffic performance (via the Pro line). Distribution extends internationally through specialty flooring retailers, with operations currently focused on North America. Wells Fargo provides consumer financing through the retail network, and Homes For Our Troops is a CSR partner for veteran housing.
COREtec Floors firmographics
Firmographics- Name
- COREtec Floors
- Legal name
- COREtec Floors (Brand of Shaw Industries Group Inc.)
- Website
- https://coretecfloors.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- COREtec Floors is a Shaw Industries-owned brand that manufactures 100% waterproof luxury vinyl plank and tile flooring for residential and commercial customers, distributed through specialty retailers and Lowe's across North America and select international markets.
- Ownership category
- akta.pro rank
COREtec Floors industry classification
Industry- Product category
- Luxury vinyl flooring
- NAICS
- Floor Covering Retailers (449121)
- SIC
- Unsupported Plastics Film & Sheet (3081)
- akta.pro primary industry
- Resilient Flooring (Vinyl/LVT/LVP, Linoleum, Rubber) (IMADAJAA)
- akta.pro secondary industries
- Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD), Flooring Installation Materials & Accessories (Adhesives, Grouts, Trims, Transitions) (IMADAJAL)
Keywords
Where COREtec Floors is headquartered
LocationHeadquarters
- HQ city
- Krusemark
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
COREtec Floors business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Luxury Vinyl Flooring Products: COREtec generates revenue through the sale of luxury vinyl plank (LVP) and luxury vinyl tile (LVT) flooring products. Products are sold through specialty retail partners and select home centers. Pricing is per square foot, with different price points across product tiers (Classics, Enhanced, Premium).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | COREtec Originals Classics - Entry-level WPC flooring |
| Unit Pricing | Pay-as-you-go | COREtec Originals Enhanced - Mid-tier WPC flooring |
| Unit Pricing | Pay-as-you-go | COREtec Originals Premium - Premium WPC flooring |
| Unit Pricing | Pay-as-you-go | COREtec Pro - Commercial-grade SPC flooring |
| Unit Pricing | Pay-as-you-go | COREtec Tile - LVT tile alternatives |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
COREtec Floors product offering
Product offeringCore offering
COREtec Floors manufactures and sells 100% waterproof luxury vinyl plank (LVP) and luxury vinyl tile (LVT) flooring products across three lines — COREtec Originals (WPC construction for comfort and quiet), COREtec Pro (SPC construction for high-traffic commercial durability), and COREtec Tile (LVT with Soft Step technology). The brand is sold primarily through specialty flooring retailers and through Lowe's home centers (as the Smartcore sub-brand), with a complementary pH-neutral Encore floor cleaner offered to consumers.
Product overview
COREtec Floors offers luxury vinyl plank (LVP) and luxury vinyl tile (LVT) flooring solutions organized into three main product lines: COREtec Originals (WPC construction with waterproof foamed core, cork underlayment, and comfort-focused design), COREtec Pro (SPC construction with solid polymer core for extreme durability in high-traffic commercial applications), and COREtec Tile (grout-free tile alternatives with Soft Step technology). Within these lines, products are further tiered into Classics, Enhanced, Premium, and Soft Step sub-collections. All COREtec floors are 100% waterproof, kidproof, and petproof, featuring UV acrylic finishes, varying wear layers (20-22 mil), and multiple installation methods (direct glue/float). The company also offers complementary cleaning products like Encore Cleaner. Smartcore, a budget-friendly sub-brand, is available through Lowe's.
Differentiator
Problem solved
Functional benefit
Products and services
- COREtec Originals WPC (Wood Plastic Composite) luxury vinyl flooring collection offering comfort, quiet, and stain resistance with over 150 colors. Features waterproof foamed core with attached cork underlayment for warmth and noise reduction, targeting residential homeowners.
- COREtec Pro SPC (Stone Plastic Composite) luxury vinyl flooring built for high traffic and extreme durability. Features solid polymer core with commercial-grade toughness and resistance to temperature fluctuations, targeting commercial and high-traffic environments.
- COREtec Tile Luxury vinyl tile collection offering easy, fast, and beautiful alternatives to traditional tile. Features grout-free design with integrated grout appearance, chip and crack resistance, and Soft Step technology for noise reduction and warmth.
- COREtec Pro Classics Entry-level SPC flooring with micro-bevel edge, 5mm thickness, 20 mil wear layer, and attached cork underlayment. Designed for high traffic with extreme temperature fluctuation resistance, targeting commercial and high-traffic environments.
- Encore Cleaner PH-neutral floor cleaner specifically formulated for COREtec flooring. Recommended for routine cleaning of luxury vinyl plank and tile floors.
- Smartcore Budget-friendly luxury vinyl flooring sub-brand available at Lowe's, providing a more accessible entry point to COREtec's waterproof flooring technology for value-oriented consumers.
Quantifiable outcome
- 70% better sound reduction than other LVP options
- +1 more outcomes
Companies that use COREtec Floors
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
COREtec Floors technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
COREtec Floors partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Shaw Industries Group Inc.coreCOREtec is a brand owned by Shaw Industries Group Inc., a Berkshire Hathaway company. Shaw provides corporate infrastructure, supply chain strength, and distribution capabilities. The relationship allows COREtec to leverage deep supply chain expertise built over five years to ensure product quality and consistency.
- Homes For Our TroopsminorCOREtec provides flooring for homes built for severely injured post-9/11 veterans. Partnership supports HFOT's mission of Building Homes and Rebuilding Lives for veterans. This is a charitable CSR partnership.
- Shaw Flooring Network (SFN)coreCOREtec supports specialty retail through SFN conventions where retailers receive training, marketing tools, and access to brand stories. SFN retailers are empowered to leverage the power of the COREtec brand and advertising strategies.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
COREtec Floors competitors and assessment
Company assessmentEmerging players
- Flooret: DTC premium waterproof LVP brand selling directly to consumers via e-commerce with modern design focus. Emerging competitor in the premium LVP segment where COREtec holds leadership.
- Proximity Mills: DTC LVP flooring brand selling direct-to-consumer through e-commerce, bypassing specialty retail. Targets premium waterproof LVP segment with competitive pricing, representing emerging channel disruption to COREtec's traditional specialty retail model.
- LifeProof (Home Depot): Home Depot's private-label LVP brand sold exclusively through Home Depot home centers. Direct competitor to Smartcore in the home center channel, putting pressure on COREtec's mass-market offering.
Direct peers
- Tarkett: Global flooring manufacturer with extensive LVT portfolio including Progen and Starfloor collections, plus commercial lines. Competes across residential and commercial flooring with strong international distribution compared to COREtec's US/Canada focus.
- EarthWerks: US-based LVT/LVP manufacturer focused on waterproof luxury vinyl flooring with WPC and SPC constructions across residential and commercial channels. Direct competitor in specialty flooring retail.
- Karndean Designflooring: Specialist LVT manufacturer known for premium luxury vinyl tile and plank with proprietary Korlok click-lock and proprietary K-Guard+ surface protection. Targets the same premium residential and commercial segments as COREtec.
- Mohawk Industries: Largest US flooring manufacturer with major LVT/LVP product lines including Pergo, Karastan, and Mohawk-branded waterproof luxury vinyl flooring. Direct competitor to COREtec across residential and commercial channels with broader product portfolio.
- Mannington Mills: Privately held US flooring manufacturer producing resilient LVT/LVP products including ADURA line of waterproof luxury vinyl plank and tile. Direct competitor in specialty retail and home center channels with comparable technology focus.
- IVC Group: Belgian LVT manufacturer with strong US presence through IVC US brand, now part of Mohawk Industries. Direct competitor in resilient flooring across residential and commercial applications.
Broad incumbents
- Shaw Floors: Sister brand under Shaw Industries Group (Berkshire Hathaway) offering the full flooring portfolio including carpet, hardwood, tile, and resilient. Operates in the same parent distribution infrastructure as COREtec but addresses broader flooring categories.
Market position
Weaknesses4 records
Competitive moat4 records
Key risks4 records
Key highlights7 records
Customer concentration
COREtec Floors social profiles
Digital presenceCOREtec Floors compliance and trust
Trust signalCompliance1 record
COREtec Floors financial estimates
Financial estimateRevenue estimate
Valuation estimate
COREtec Floors leadership team
Management profileNumber of profiles
Profiles2 records
COREtec Floors funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
COREtec Floors M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about COREtec Floors
What does COREtec Floors do?
COREtec Floors manufactures and sells 100% waterproof luxury vinyl plank (LVP) and luxury vinyl tile (LVT) flooring products across three lines — COREtec Originals (WPC construction for comfort and quiet), COREtec Pro (SPC construction for high-traffic commercial durability), and COREtec Tile (LVT with Soft Step technology). The brand is sold primarily through specialty flooring retailers and through Lowe's home centers (as the Smartcore sub-brand), with a complementary pH-neutral Encore floor cleaner offered to consumers.
Is COREtec Floors a public or private company?
COREtec Floors is a private company. It is classified as corporate owned and is currently operating.
When was COREtec Floors founded?
COREtec Floors was founded in 2012. It employs 51 to 100 people.
Where is COREtec Floors based?
COREtec Floors is headquartered in Krusemark, Germany, in the Europe region.
How does COREtec Floors make money?
One revenue line is on record: luxury Vinyl Flooring Products.
Who are COREtec Floors's main competitors?
Emerging players on record are Flooret, Proximity Mills and LifeProof (Home Depot). Direct peers are Tarkett, EarthWerks, Karndean Designflooring, Mohawk Industries, Mannington Mills and IVC Group. Shaw Floors is listed as a broad incumbent.
Does COREtec Floors have an API?
No public API is recorded for COREtec Floors.
What industry is COREtec Floors in?
COREtec Floors's product category is Luxury vinyl flooring. Its primary akta.pro industry code is IMADAJAA, Resilient Flooring (Vinyl/LVT/LVP, Linoleum, Rubber), with a secondary code of CRAIAGAD, Luxury Vinyl (LVP/LVT) Flooring Retail. Its NAICS code is 449121 and its SIC code is 3081.