COREtec revolutionized the luxury vinyl flooring category when it hit the market. But since its introduction, COREtec was marketed as one product line and exclusively to retailers & wholesalers. The continued growth of the product (not over 200 offerings) and changing market conditions made Shaw Floors decide to roll COREtec out as its own consumer brand. Their new website and social network properties were the first step in that process. In the first 2 months of being live, COREtec fulfilled over 2,000 orders for samples.