Research the manufacturer before you research the product. A floor is a material, and the material is only as good as the company that stands behind it.
Start with the certifications. The right manufacturer publishes its test results against a named standard, such as NALFA for laminate or NWFA for wood, and a manufacturer that will not name its standards is one you should not buy from.
A product can be sold on a look, a price, and a warranty promise. The look fades, the price is a number, and the promise is only worth what the company is worth, so the research has to start at the company.
Why the Manufacturer Matters More Than the Product
A flooring product is a commodity that is differentiated by who made it. 2 floors can carry the same AC rating, and the rating tells you how they perform, but it does not tell you whether the company will be there in 10 years.
The manufacturer is the party behind the warranty, the party who makes the replacement boards, and the party who answers when a claim is filed. A product from a manufacturer who will not be there is a product without a promise.
The research is not about trust. It is about evidence, and the evidence is the certification, the standard, the warranty document, and the company’s history.
The look is the part that sells the floor, and the look is the part that fades first. A floor is chosen for its appearance and judged on its performance, and the performance is the part the manufacturer controls.
Check the Certifications and Standards
A certification is a third party’s statement that the product meets a named standard. NALFA certifies laminate flooring against its performance ratings, NWFA sets the standard for wood flooring, and ANSI/TCNA A137.1 calibrates ceramic tile.
Check that the certification is current, not merely claimed. A certification that expired 3 years ago is a claim, not a fact, and a certification that cannot be verified on the certifying body’s site is a claim you should not rely on.
The certification is only as good as the body behind it. A self-issued certificate is a marketing claim, and a certificate issued by a named standards body is a fact you can check on the body’s own register.
Which Certifications Matter?
The certification that matters is the one that covers the product you are buying. Laminate is covered by the NALFA AC rating, wood by the NWFA grade and moisture content rules, and tile by ANSI/TCNA A137.1. A manufacturer certified for one product is not certified for another.
| Product | Certifying body | Standard |
|---|---|---|
| Laminate | NALFA | AC1 to AC5 performance rating |
| Wood | NWFA | Grade and moisture content rules |
| Ceramic tile | ANSI/TCNA | A137.1 |
| Quality system | ISO | 9001 |
How Do I Verify a Certification?
Verify the certification on the certifying body’s register, not on the manufacturer’s brochure. The register lists the certified product, the date the certification was issued, and the date it expires, and a product that is not on the register is a product that is not certified.
Read the Warranty Before You Read the Review
Read the warranty document before you read the reviews, because the warranty is the promise and the review is only an opinion. A manufacturer with a clear warranty document is a manufacturer you can hold to it.
The warranty document states the window, the exclusions, and the procedure. A document that hides the exclusions in fine print is a document that will be read against you, and a document that names them plainly is one that will be read for you.
Check whether the warranty is registered. A registered warranty is a warranty the manufacturer has a record of, and a warranty that must be registered to be valid is a warranty that is easy to lose. The warranty claim guide covers how to file the claim once the document is read.
The warranty window is counted from the date of purchase, and a manufacturer who states the window plainly is a manufacturer who expects the window to be used. If the window is unclear, ask for it in writing before you buy.
A window of 20 years is a different promise from a window of 30 years, and the two are not compared by the word warranty alone. The window is a number, and the number is what you check.
A register is a fact. A brochure is a claim.
Check the Product Testing
A manufacturer who tests its product publishes the results. The results are the numbers behind the rating, and the numbers are what you compare between two products.
Look for the test method, not just the result. A result that names the test method can be checked, and a result that names only a rating cannot.
For a laminate floor, the AC rating runs from AC1 to AC5, and the rating is a test result. A floor rated AC3 is a residential floor, and a floor rated AC5 is a heavy commercial floor, and the difference is in the test.
For wood flooring, the moisture content is the number that matters. Wood is manufactured to 6 to 9 percent under the NWFA standard, and a manufacturer who publishes its moisture content is a manufacturer whose product can be compared.
Wood and laminate are installed at a relative humidity of 30 to 50 percent and a temperature of 60 to 80 degrees Fahrenheit, and a floor laid in a room outside those ranges will move. A floor that moves in a room outside the range is a condition, not a defect, and the condition is what the record should show.
A floor is installed in a room, and the room has a humidity. Wood and laminate are installed at a relative humidity of 30 to 50 percent, and a floor laid in a room outside that range will move. A manufacturer who publishes its acclimation requirement is a manufacturer whose product is installed correctly.
What Test Results Should You Look For?
The test method, the result, and the standard behind both. A manufacturer who publishes all three is a manufacturer who expects to be compared, and a manufacturer who publishes only the marketing claim is one who does not.
Look at the Business History
The business history is the record of the company, and the record tells you how long it has stood behind its products. A company that has been in business for decades has done so by honouring its warranties.
Check how long the company has traded, and check whether it is the original manufacturer or a rebrand. A product that has changed hands may have changed warranty terms, and the terms that applied when you bought it may not be the terms that apply now.
A company that has survived a downturn is a company that has paid its claims, because the downturn is when the weak companies stop honouring their promises. A history of claims paid is the best evidence that a claim will be paid.
The history is the evidence.
Check the company’s warranty registration rate. A manufacturer who asks you to register the warranty is a manufacturer who tracks its products, and a manufacturer who does not ask is a manufacturer who may not be able to find your purchase.
Read the Reviews Carefully
Read the reviews for patterns, not for individual complaints. One review that says the floor failed is a complaint, and ten reviews that say the same thing are a pattern.
Look for reviews that name the failure and the conditions. A review that says the floor cupped in a basement is a review with information, and a review that says the floor is terrible is a review with none.
Read the manufacturer’s responses. A manufacturer who answers a complaint with a specific offer is a manufacturer who stands behind its product, and a manufacturer who answers with a form letter is one who does not.
Check the Distribution and Support
Check how the product is sold and supported. A product that is sold through a network of dealers has a local party to call, and a product that is sold only online has only a website.
Check whether the manufacturer supports the installer. A manufacturer who trains its installers is a manufacturer whose product is installed correctly, and a product installed correctly is a product that performs.
Ask who handles a claim. A claim handled by the manufacturer is a claim with one party, and a claim handled by a distributor is a claim with two, and the second party is where a claim is often lost.
Check the replacement stock. A manufacturer who keeps a dye lot in production is a manufacturer who can match a repair, and a manufacturer who discontinues a line is a manufacturer who cannot.
Compare Like for Like
Compare manufacturers on the same fields, because a comparison on different fields is not a comparison. The fields are the standard, the rating, the warranty window, the exclusions, and the support.
Do not compare a manufacturer’s marketing to another’s specification. A manufacturer who publishes its test results and one who publishes only its claims are not in the same comparison.
The how to compare flooring brands objectively guide covers how to line up two manufacturers on the same numbers.
| Field | What to compare |
|---|---|
| Standard | The named standard |
| Rating | The AC class or grade |
| Warranty window | The stated period |
| Exclusions | The named exclusions |
| Support | The local party |
Where Manufacturers Hide
The most common hiding place is the adjective without a number. A manufacturer who says premium or commercial grade without naming the standard is not giving you a specification.
The second is the expired certification. A certification that is no longer current is a claim that was once true, and a claim that is not true now is not a claim at all.
The third is the unregistered warranty. A warranty that is not registered is a warranty the manufacturer does not have a record of, and a warranty without a record is a warranty that can be declined.
The fourth is the missing test method. A result that names no test method is a result you cannot check, and a result you cannot check is a result you should not trust.
The Research Checklist
Before you buy, run this list.
- The certification is current and verifiable.
- The warranty document is read, not summarized.
- The test method is named alongside the result.
- The company has a record of standing behind its products.
- The reviews show a pattern, not a single complaint.
- There is a local party to call if a claim is filed.
- The manufacturer is compared on the same fields as the alternative.
Research the manufacturer first, because the product is only as good as the company behind it. The certification, the warranty, and the history are the evidence, and the evidence is what you buy.
