COREtec Floors

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.

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

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

• Luxury vinyl flooring
• Waterproof vinyl plank
• SPC flooring
• WPC flooring
• Vinyl tile flooring

Headquarters

HQ city

Krusemark

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Shaw Industries Group Inc.coreOthersCOREtec 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 TroopsminorStrategic or Co-development PartnerCOREtec 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)coreChannel Partner/ Reseller/ DistributorCOREtec 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

Emerging 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

• Facebookfacebook.com/COREtecFloors
• LinkedInlinkedin.com/company/coretec-floors-international

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about COREtec Floors