InStride Surfaces does not select pre-made flooring from factory catalogues. Instead, we design each product from the ground up by integrating substrate engineering, decorative film design, and embossed-in-register (EIR) technology.

This approach results in flooring that is structurally superior, visually distinct, and built to stand apart in every showroom.

We partner with carefully vetted manufacturers, but we do not rely on their standard product offerings. Every InStride product is intentionally developed using our own design and engineering process, ensuring full control over quality, performance, and visual outcomes.

Most flooring brands select products directly from factory catalogues. These pre-packaged products often have:

• Limited design variation
• Standardized construction
• Identical visuals across multiple brands

InStride takes a different approach by designing flooring programs internally. This eliminates “me too” products and creates true differentiation for our partners.

Our flooring is developed through a proprietary three-stage process:

1. Substrate Engineering
   We evaluate and select high-quality structural platforms capable of supporting advanced design and embossing technologies.
2. Decorative Film Selection
   We independently source and curate decorative film prints to maximize uniqueness and visual variation.
3. Embossed-in-Register (EIR) Development
   We create custom texture tooling that aligns perfectly with each design, producing a more natural and premium finish.

Substrate engineering is the foundation of every floor. It determines durability, stability, and performance.

At InStride, we rigorously evaluate:

• Construction specifications and core thickness
• Material composition and certifications
• Acoustic performance (IIC/STC ratings)
• Dimensional stability and tolerances

This ensures every product is built on a high-performance structural platform – not just minimum specifications.

We work directly with decorative film suppliers, separate from manufacturers, to hand-select and curate every design.

This allows us to:

• Avoid overused, mass-market visuals
• Create unique design identities per product
• Increase realism and authenticity

Every visual is intentionally chosen – not pulled from a catalogue.

Decorative films are used to create the visual layer of flooring.

• A-films are the primary design visuals
• B-films provide additional variation within the same design

InStride assigns dedicated A and B film sets to each SKU, reducing repetition and creating a more natural, non-repetitive appearance.

Low variation flooring often results in repeating patterns that are easy to spot, making floors feel artificial.

InStride minimizes plank repetition by using multiple unique film sets per product. This creates a more natural look that closely resembles real wood or stone.

EIR is a technology that aligns the physical texture of the floor with its visual grain pattern.

This means the texture you feel matches what you see, creating a more realistic and premium finish.

Unlike standard products that use generic embossing, InStride develops custom EIR tooling for each SKU.

This results in:

• More authentic texture alignment
• A higher-end look and feel
• Stronger product differentiation in the market

We invest in design, film development, and EIR tooling to create flooring that stands out.

This investment allows our partners to:

• Avoid direct price competition
• Offer unique, premium products
• Maintain stronger margins

Importantly, we do not pass these development costs downstream.

InStride partners gain:

• Exclusive, non-commoditized products
• Stronger showroom differentiation
• Reduced price comparison pressure
• Premium positioning with competitive cost

We partner with manufacturers who meet strict standards, including:

• Expertise in rigid core construction
• Ability to integrate third-party decorative films
• Capability to produce custom EIR tooling
• Consistent quality and tolerances
• Full certifications and compliance documentation
• A long-term partnership mindset

Yes. All products are developed with full manufacturing certifications, compliance documentation, and performance testing to meet or exceed industry standards.

We prioritize long-term value over lowest cost. Our goal is to deliver premium, differentiated products that allow our partners to compete on quality and design—not just price.

We believe flooring should be intentionally designed—not simply imported.

Every product we create is built to deliver:

• Structural performance
• Design authenticity
• Long-term partner value

It means every detail – from the core construction to the surface texture – is intentionally developed by InStride.

We don’t choose from what’s available. We create what should exist.