how we design the most realistic realistic timber hybrid look on the market.

​How do we deliver the most realistic timber look alternative in the market? Well, there's a lot that goes into it. So we break down the construction of the material. So whether it's luxfeel original, cushion or air, fundamentally, the surface on top is exactly the same. So it's a hardened wear layer. And then under the wear layer, it is a print film, and it's a photograph of some timber.

The patent repeat is one of the most important things you could ever identify in a realistic-looking floor. And if I help jog your memory, you know, you've looked at certain timber alternatives, whether it be a vinyl plank and next-generation hybrid or a loose lay vinyl plank. And you look at them and go that looks fake. I can see that pattern repeating itself. There is a knot again and again and again. 

So that's what we need to remove from the vocabulary. We can't have something that is really, really distinctive in the pattern itself. We need to go under the principles of same, same but different. So when we went through the process of designing our products up from scratch, we had a combination of timber looks.

So these are actual photographs of timber that compliment each other really, really nicely. So it's two different timber variations in the blackbutt category, and then we put one tone across the top. So that three-ply combination gives us the most realistic look down on the floor with the highest possible pattern repeat of one in 22. 

When we put those combinations together, it's not noticeable until you go looking and you go; wow, this looks so much more realistic than what I'm used to. Get all those things together and you have a beautiful looking floor.