SALEM, N.J.—Mannington set a standard for resilient realism in 1997 with the introduction of its patented NatureForm technology. While the innovation has undergone many generations throughout the last 13 years, the company at Surfaces is rolling out what it believes to be its greatest evolution yet in NatureForm HD technology, used to create Sobella Omni HD. Omni HD is a fiberglass sheet that takes resilient visuals into an entirely new stratosphere, according to Ed Duncan, senior vice president of residential marketing. “This takes us to a level this industry never achieved before in terms of clarity, depth of color, sharp image, etc. NatureForm was an industry breakthrough in texture. This is a breakthrough in visual. This is a step change.” But Omni HD is about more than looks. Duncan noted the product has inherent value for the retailer and consumer at a time when value is right up there with style and design in today’s buying process. “The overall thickness and performance of the product is spectacular, along with visuals that are unmatched.” Omni HD’s rollout coincides with a very popular fiberglass category, one that now constitutes around 30% of the sheet market, according to industry insiders. “We think fiberglass will be an even more dramatic percentage of our sheet volume in 2010,” said David Sheehan, vice president of resilient and laminate business. What’s driving this sub-category? “It’s a great product to work with,” he said. “It has great performance characteristics and high perceived value in the way it feels. And installers like working with it.” Paul Mixon, resilient product manager, believes Omni HD will deliver a competitive advantage in the marketplace for Mannington retailers. He cited five drivers: 1. Style and design. Advancements in cylinder engraving and ink allow for tighter registration and the creation of unprecedented color variation, Mixon said. “This breakthrough in print technology results in an image 200% sharper than before. The colors are deeper, richer. This takes style and design to a new level.” The 30 design visuals include slates, marbles, woods, a concrete and a 9 x 9 terracotta. 2.Durability. Omni HD is constructed with a 20mil ScratchResist wearlayer . 3.Comfort underfoot. Omni HD is 30% thicker than the company’s Sobella Supreme. 4.Warranty. The product comes with Mannington’s exclusive Gotta Love It guarantee, where if the consumer is not satisfied 30 days after installation, the company will replace it with a Mannington floor of equal grade or value. 5. Perceived value. Omni HD offers an overall thickness of 150mil and retails between $2.99 and $3.59 a foot. If early returns are any indication, Omni HD is sure to be a success. “We have had a lot of distributors say it brings them back to the NatureForm days when it was fun to sell vinyl,” Sheehan said. “They are calling it LVT on a spool. We’ve seen that it has very rapidly energized not only our sales force, but our distributors’ sale forces in a difficult time.” He added that the retailers who have previewed the product over the last 45 days have been nothing but enthusiastic. “We have had stronger preorders on this product than anything in recent memory. I can’t wait to get to Surfaces to show it in earnest.”