Engineered Floors’ 2025 Carpet Strategy: A Return to Pattern and Personality

While much attention has focused on Engineered Floors’ dramatic expansion in hard surfaces, the company continues to innovate and invest in its carpet business, building on recent market momentum.

“We saw a resurgence in carpet in the fourth quarter,” noted Eric Ruppert, senior director of product marketing and category management. This uptick comes as the company prepares to launch more than 30 new styles across its DreamWeaver and Pentz brands in 2025.

Central to the carpet strategy is the continued success of the company’s High-Def technology. Gold Standard, a High-Def product, has been the company’s bestselling carpet line for the past two years. The company’s merchandising strategy for carpet has been refined.” A significant emphasis has been placed on pattern in the TwistX category, with four new patterns added to complement existing collections from last year.

Particularly noteworthy is EF’s investment in loop patterns at premium price points. “They used to be mid-range loop patterns were kind of a poor man’s pattern because they couldn’t afford an LCL [level cut loop]. That’s not the case anymore,” Ruppert explained. “These products with the pattern that’s in ’em is very distinct and people kind of like that whole look, personalize their room.”

This focus on personalization aligns with evolving consumer preferences. Ruppert notes interesting generational trends in carpet purchasing: Gen Z consumers often choose carpet for its nostalgic appeal, while younger Gen X and millennial buyers see it as a style statement. This shift reflects broader changes in how carpet is used in homes— moving from whole-house installations to more targeted applications in bedrooms and specific spaces over the past five-10 years.

The strategy demonstrates EF’s understanding that while hard surface flooring continues to gain market share, carpet remains a vital part of the residential flooring mix, mainly when it offers distinctive styling and clear value propositions. The company’s investment in new patterns, premium constructions, and refined merchandising suggests confidence in carpet’s ongoing role in the market.