TrueTouch Floors has transformed the hard-surface flooring sector since debuting two years ago, with revenue climbing by 500% to 600% after launching its first product, Evolv. This surge marks a departure from conventional plastic-core flooring in favor of a fully organic, monolithic real-wood solution that excludes PVC entirely. Distributors now classify it as a separate category instead of grouping it with other flooring lines.
Three products define the trend
The brand now offers three distinct products: Momentum, Predator, and the original Evolv. Each differs in dimensions and thickness—Momentum measures 7 inches wide, 48 inches long, and half-inch thick, while Evolv spans 9 inches by 60 inches with the same thickness. Predator, released last October, bridges the gap at 9 inches by 60 inches but with a three-eighths-inch thickness. This variety lets distributors cater to diverse project requirements while maintaining a premium market position.
Josh McGrane, TrueTouch’s managing partner, positions these floors as superior alternatives to standard rigid-core options. Unlike rivals, they deliver the visual appeal of real wood alongside waterproof, stain-proof, and scratch-proof performance—qualities that attract both residential and commercial buyers. The monolithic design also eliminates delamination, a persistent issue with layered systems.
Distributors report unprecedented demand
Major wholesalers confirm the product’s market impact. Adleta, a leading distributor, observes dealers increasingly seeking alternatives to SPC (stone plastic composite) and WPC (wood plastic composite). David Whitehurst, Adleta’s executive vice president, explains that TrueTouch’s MonoTech technology addresses this demand with its organic wood core and full waterproofing, advantages competitors cannot replicate.
William M. Bird, TrueTouch’s top distribution partner by sales volume, has installed over 600 displays of Evolv and Momentum in its Southeast region alone. Gene Corvino, the company’s president, describes the launch as “Sales are growing rapidly, and these have been some of the strongest launches in our company’s history.” Predator, introduced just last month, already appears in 100 showrooms, with dealers now requesting it by name, a shift from past inquiries focused solely on the technology.
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Michael Halebian & Co., serving the Northeast, shares similar trends. Joe Choflet, the firm’s vice president, calls TrueTouch the fastest-growing flooring line in his 40-year career. Multi-family developers and contractors favor it for its real-wood appearance combined with durability, while retailers highlight its lifetime warranties and strong customer engagement. Displays frequently trigger immediate reorders.
Market leadership through differentiation
The product’s success stems from its clear distinction in a market. Corvino notes that MonoTech appeals to homeowners seeking real wood’s aesthetics and texture while demanding hard-surface performance. The lifetime warranties further reassure sales teams when recommending it for high-traffic zones like kitchens and bathrooms.
Environmental commitments enhance its appeal. TrueTouch Floors’ association with 4Ocean has a great environmental impact that architects and designers look for in sustainable products, Choflet added.
Beyond product features, distributors highlight TrueTouch’s partnership-driven approach. “TrueTouch understands that distribution is how innovation reaches the dealer’s floor, and their investment in us with training, marketing and real collaboration is a big reason these launches have been so successful.”
