By Matthew Spieler
(Editor’s note: Mannington Mills has entered 2007 with the largest product introduction in the company’s 90-plus year history. In the Jan. 29/Feb. 5 issue, FCNews focused on those areas that were new to the mill, such as glueless wood and glass-backed floors, in addition to its new products in tile and luxury vinyl. Here, we look at tile, laminate and its traditional wood business.)

SALEM, N.J.—In tile, the mill continues to offer only 100% porcelain products and, this year, it is doing more than bumping up product lines; it is adding items to help drive upgrades and accents, “where the real profits are for dealers,” said Zach Zehner, director of ceramic business.

From new collections, which are “reinterpretations of classic looks” to a comprehensive Accent Gallery, “we’re going to have a big year in this area,” he predicted.

The Gallery reflects the growth in metal and glass that feature a wide variety of mosaics. “These are not me-too glass and metal products,” Zehner said. “We studied what’s out there and made sure not to duplicate it, so we added borders, insets and full installations. What we’ve done is allow for endless versatility as mosaic tile is a great way to transform any room to reflect a personal style. And, we custom designed them to coordinate with our top selling colors, which provides new life for every series.”

Three colors and two sizes make up the Blended Glass Mosaics, while the two Metal looks are made for the wall as a key compliment to the floor tile products.

Speaking of floor tile, two collections are being introduced this year—Carmel and Monterey. Carmel is Mannington’s first rectified product and comes in four colors and three sizes, including the new 12 x 24 rectangle. Monterey is a “sophisticated” travertine in three colors and three sizes, plus a 2 x 2 mesh-mounted mosaic.

In laminates, Mannington is taking a two-step approach to its 2007 introductions—its first entry into the modular format with Revolutions Tile, and a major expansion of its Revolutions Plank.

The new tile initially features one pattern and four SKUs. Created from actual quartzite stones, Adirondack has five unique planks per color with various sizes mixed into each plank so “there is no way it will look like a repeat,” said Al Boulogne, product manager for laminate.

“When it comes to laminate, the difference is in the detail,” he added, “and the more realistic we can make it, the more a consumer who can’t afford to use real tile will use laminate.”

In Revolutions Plank, two collections have been added—Exotics and Cherry. Exotics features three patterns, including the best selling exotic species and the third best selling overall in Brazilian Cherry. The others, Acacia and Burlwood, offer consumers unique looks at prices they can afford. The Cherry line comes in two patterns—Harvard and Heritage— and six SKUs. The three unique colorations offered enhance the difference in these products.

“Consumers are willing to try different wood looks in laminate,” Boulogne noted, “because its something they can’t easily get in the real thing.”

Finally, Mannington has beefed up its traditional wood offering with some new collections— Inverness, Atlantis.

Inverness comes in three species and six colors and features a new visual in wood, according to Dan Natkin, hardwood product manager. A hand-planed and antiqued look that capitalizes on the trend of glazed cabinetry.

Atlantis comes in four plantation grown exotic species, in either a light touch hand sculpted or antique finish in which the stain is hand applied.