TrueTouch real-wood floors give distributors a fast-moving step-up line
Summary
Floor Covering News reported on Nov. 6, 2026 that TrueTouch Floors' PVC-free MonoTech real-wood flooring has seen a 500%-600% increase in sales since launching two years ago, according to managing partner Josh McGrane. Distributor William M. Bird placed more than 600 Evolv and Momentum displays in just over a year, and the Predator line, launched Oct. 5, is in about 100 showrooms.
TopCloserR Perspective
The takeaway
In a market full of me-too hard surface products, a clear product story is what moves dealers. Distributors say dealers now ask for this line by name. Salespeople who can explain why it's different get the step-up sale.
Who gets the most from this
- In the role
- You have a step-up product with a story dealers want, so lead your showroom calls with it.
- Aspiring
- Inside reps and showroom staff moving into territory roles — Learn to tell a product's construction and warranty story in plain terms; that's what dealers buy.
- In the role
- Distributors say supplier training, marketing and collaboration drove these launches, so manage your partners on those.
- Aspiring
- Senior territory reps moving into channel leadership — Study how a supplier works through distribution to get a launch onto dealer floors.
Put it to work
- Lead with the category, not just the collectionTerritory Sales Representative
Position it as an alternative to SPC and WPC for homeowners who want real wood that's waterproof and scratch resistant.
- Track display placements against reordersChannel Sales Manager
Log each new display and follow up on turn rates so you can show dealers it pays for its space.
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