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DuraCeramic by Congoleum: Misunderstood?

Oct 01, 2017

DuraCeramic is one of Congoleum’s top selling flooring products. For 9 years running, Consumer Reports has consistently ranked DuraCeramic as the top rated product in the flooring category, and this year is no exception. The July 2017 issue lists DuraCeramic as its top pick with an overall rating of 94, which is significantly higher that the ratings of its main competitors, Alterna and Audra. So why is there so much negative press surrounding this product? The looks and the name (ceramic) would tend to lead a customer to believe it’s a lot like ceramic tile. However, that’s where the similarity ends. Let’s first start with what DuraCeramic consists of. It’s made with a limestone composite base and fortified with a polymer resin finish. Polymer resin is a clear liquid plastic product that hardens to create a thick, durable, coating. Once hardened, it is fade-proof and water-resistant.

The misunderstanding comes when consumers believe it’s similar to ceramic
tile. Nothing can be further from the truth. Ceramic tile represents the hardest resilient flooring surface available. A typical installation requires several days to complete and needs a mason type base, adhesive and grout. DuraCeramic can be adhered to most smooth clean surfaces without the need for mason 
board. Depending on the size of the project, it can be grouted the same day. In addition, installation costs are typically less expensive. Unlike ceramic tile, DuraCeramic adapts to room temperature making it warmer in colder climates. It’s coated with Scotchgard Protector with guaranteed stain and dirt resistance. Silver particles infused into the floor provide natural protection against mold and bacterial growth. Keep in mind that it is scratch resistant but not scratch proof. Even tile scratches. It’s easy to clean and provides a resilient surface for many years. Let’s recap:

  • 100% Waterproof
  • The original rigid core product
  • Rated top product in hard surface flooring by Consumer Reports 9 consecutive years.
  • Scotchgard protector
  • Silver Antibacterial protection
  • Warm and comfortable underfoot
  • Beautiful design and color selection
  • Most comprehensive lifetime warranty
  • Complete installation system
  • Best adhesive available
  • The widest selection of pre-mixed grout colors
  • DuraCeramic installation kit
  • Underfloor and QuikStik Underfloor for quicker, less costly floating installations 
  • Floorscore certified
  • Finished product proudly manufactured in the USA

As you can see, there are many redeeming qualities that make DuraCeramic consistently ranked #1 in hard surface flooring for 9 consecutive years. Misunderstood? No doubt! It’s important when presenting DuraCeramic to customers they fully understand it’s not ceramic tile. Explore the needs of your customer and provide the appropriate flooring solution. For additional information please visit our website at, www.tsf.com. Under products, click on the Congoleum logo. You can also contact your Territory Manager for training and more information. 



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