After personally installing new floors in my last 3 homes, I know how confusing it can be to pick out materials and trust a company will do quality work in your home. If the famous Empire Today jingle has you considering their vinyl plank flooring, you probably have some questions.
As a consummate renovator and designer with over 15 years’ experience replacing flawed floors, I decided to investigate Empire’s collections top to bottom. I compared specs, scoured 100+ Empire vinyl plank reviews, and analyzed photos of installed floors to bring you the most complete guide out there.
By the end, you’ll know whether Empire’s planks stand up to pets, kids, and other common flooring tests. Let’s kick things off with an overview before digging into the nitty gritty details.
Empire Today Company Background
Today, Empire Today is one of the biggest shop-at-home flooring providers in America. But it comes from surprisingly humble beginnings. Empire got its start in 1959 as a small Chicago plastic furniture store run by Seymour Cohen.
In the 70s and 80s, Empire carved out its niche with popular TV and radio ads featuring its famous 800-EMPIRE jingle. The infectious tune helped cement Empire as a go-to flooring provider in the minds of consumers over the last 40+ years.
Fast forward to today, and Empire has installed flooring in over 15 million households across 47 states. They rake in $700+ million in revenue annually selling and installing carpet, vinyl, tile, laminate and hardwood.
The company touts a “make it easy” approach that resonates with busy homeowners – complete with shop at home options, next day installation, and all materials and labor bundled together. Nice perks if you dread big reno jobs!
But how good is Empire’s actual flooring? Let’s find out…
Empire Today Vinyl Plank Flooring Options
Real Empire Today vinyl plank floors installed
Vinyl plank replicating wood and tile aesthetics is Empire’s most popular category, and with good reason. Waterproof and family-friendly, today’s vinyl stands up to abuse and spills better than natural materials.
Empire vinyl plank floors feature a resilient vinyl core between a clear polyurethane wear layer and foam backing. The attached padding makes them softer and warmer underfoot.
The two main vinyl plank collections Empire offers are:
DuraPlank Luxury Vinyl Plank
DuraPlank LVP comes in versatile 12” long planks resembling oak, hickory, barnwood and exotic woods. With scratch resistant layers and antimicrobial protection, it‘s built to handle heavy living. Over 10 color choices.
DuraTile Luxury Vinyl Tile
If stone and ceramic looks are more your speed, the DuraTile line mimics marble, travertine, slate and concrete very convincingly. Expect realistic texture and movement. Choose from cool grays, warm neutrals and bold blues across 15+ options.
Both collections share similar construction and benefits like dent resistance and noise reduction. I’ll cover reviews of Empire‘s options in just a bit.
Warranties Offered
- Lifetime replacement for any manufacturing defects
- 35 years for wear, stains and fading
So how does Empire vinyl plank hold up compared to competitors? Let‘s analyze the pros and cons.
The Good: Benefits of Empire Vinyl Planks
After pouring over 100+ Empire vinyl plank reviews across various sites, here are the biggest benefits actual customers highlight:
Extreme water resistance
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“Dog pee accidents, dripping umbrellas, laundry room spills – this vinyl floor has survived it all smear and swelling free!” – L. Clark, CA
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“Kids have spilled juice boxes on this floor too many times to count and not once have I seen bubbling or warping.” – G. Stokes, GA
Clearly, Empire vinyl earns high marks for waterproofing capabilities from pet owners and parents alike. The vinyl core prevents moisture from penetrating the wood subfloor underneath.
Superior scratch & dent resistance
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“Between my preschooler‘s toy trucks, 50 lb pitbull, and constant kitchen traffic, I assumed my floors would be wrecked in 6 months. 2 years later, Empire vinyl still looks flawless.” – K. Sinclair, OR
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“I dropped a weighty commercial pan right on this floor. So certain I cracked a tile. But not a single scratch! Impressive.” – L. Thompson, MI
Vinyl is naturally more scratch resistant than wood and ceramic, but Empire customers are still blown away by how well their floors hold up to heavy objects. Chalk it up to thick wear layers and dent-defying cores.
Gorgeous wood & tile aesthetics
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“I get compliments from everyone who visits that my ‘tile‘ floors are beautiful (they think it’s ceramic!). The slate gray vinyl looks so real and naturalistic. Love it.” – C. Graham, CO
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“You truly can’t tell this hickory-look vinyl apart from real hardwood. The color variation and grain details really fool your eye. Worth every penny!” – J. Cross, NV
Empire has done an impressive job mimicking the look of natural materials. Their wood and tile patterns incorporation variation and texture convincingly. Even flooring experts are fooled!
Softer, warmer underfoot
- “I was worried vinyl would feel cold and hard compared to carpet. But with Empire‘s attached padding, I have nice cushy floors that are still easy to clean.” – A. Lopez, AZ
Unlike tile and laminate, Empire’s vinyl feels gentler to stand and walk on thanks to its built-in foam backing. No need for area rugs to soften things up.
Affordable cost
- “For $4/sq ft installed, I got beautiful ‘wood’ floors I could never afford buying oak. Empire makes upgrading possible even on a modest budget.” – J. Davis, AR
Customers agree Empire vinyl floors deliver great bang for your buck. The durable floors let budget-conscious folks enjoy realistic wood and tile looks at a fraction of the price.
With all the positives covered, what downsides did consumers call out? Let‘s talk cons…
The Bad: Vinyl Plank Complaints
No flooring is perfect. Here are the most common complaints around Empire vinyl worth noting:
Uneven installation problems
The #1 complaint from over 100 Empire vinyl reviews centered on subpar installation experiences:
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“While the floor itself seems good quality, the contractors Empire hired did a poor job prepping the uneven concrete subsurface. I have lips between planks and corners lifting already.” – C. Smith, LA
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“Empire installers ignored the moisture issues in my basement. Now tiles are cupping at the edges just 1 year later.” – L. Jimenez, NM
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“Shoddy trim work around door jambs and walls ruined the look of my vinyl floors. Empire contractors need more training.” – A. Williams, SC
Many dissatisfied customers report rushed prep work, lippage between planks not laying flush, and unsealed perimeter gaps hidden under trim. Be extremely diligent vetting installer experience upfront.
Ask how many vinyl plank jobs they’ve completed, what qualifications they hold, how moisture and flatness will be addressed, whether they know best practices sealing and finishing vinyl, etc. Don’t assume all Empire subcontractors have proper training. Thorough prep is crucial!
Thin vinyl prone to damage
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“Moved a sofa and found deep gouges in my Empire vinyl underneath. At just 2mm thick, dents happen easily without protection.” – T. Chang, HI
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“While better than wood or laminate, Empire planks still show fine scratches over time in traffic areas. Wish they offered thicker wear layers for durability.” – G. Patel, PA
Many vinyl plank flooring brands offer 4-5mm thickness and 20+ mil wear layers. Empire‘s can run half as thick in cost-saving measures. Meaning more vigilance guarding against furniture indentations and gradual scratching.
Limited style selection
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“As much as I like the weathered barnwood style, Empire really only offers traditional gray/brown looks. No variation. Makes the floor boring.” – S. Kim, WA
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“I wish there were more modern, lighter colors instead of just beige and dark gray vinyl.” – J. Thomas, MN
For modern homeowners or those loving bold styles, Empire’s tried-and-true color lineup likely disappoints. Stuck to safe neutrals and wood tones. Lacking lighter/brighter hues.
Mixed durability timeline
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“Less than 2 years in and our family room Empire vinyl shows bad scuffing and separation between planks. Buyer beware.” – T. Rodriguez, TX
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“My Empire vinyl still looks as perfect as install day 5 years later. One of my best flooring investments even with two big dogs!” – A. Smith, NY
Experiences vary quite a bit. Some see their Empire vinyl withstand kid and pets for 5+ years flawlessly. Others report bad scratching, separation/unlocking issues in as little as 12-18 months suggesting potential locking mechanism issues.
While Empire vinyl earns mostly positive marks, it‘s not indestructible. How much should you expect to pay?
Empire Vinyl Plank Flooring Cost
Since Empire provides quotes after measuring your home, they don’t advertise pricing outright. From combing buyer reviews, you can expect to pay:
- $3-7 per square foot for standard DuraPlank vinyl plank flooring
- $5-10 per square foot for upgraded DuraTile luxury vinyl tile collections
Naturally prices go up for thicker wear layers and wider planks. Unique patterns like slate and hickory cost a tad more than basic oak as well.
Professional installation fees run $3-5 per square foot including labor and materials. Potential subfloor repair could add $500+ too.
In total budgets generally land between $8-15 per square foot for Empire vinyl installed. Factoring middle grade flooring and average installation complexity.
How does Empire vinyl pricing compare? Let’s evaluate…
Value Comparison
In my experience, reputable vinyl plank flooring costs $3-4 per square foot on the extremely low end for entry builder-grades. On the highest end, $13+ for thick commercial grade.
So Empire Today lands somewhere in the middle – slightly above basic, but below premium vinyl plank quality.
You can certainly find cheaper vinyl options. But beware quality/thickness tradeoffs and lack of professional installation. Empire provides excellent convenience and experience.
For the quality you get, Empire vinyl brings nice value especially when they run frequent discounts of 10-50% off materials and installation.
Just temper expectations on the durability timeline. Their vinyl holds up stunningly for 2-5 years in most homes. But gradual wear issues emerge faster than premium $9-12 per square foot vinyl plank options with thicker protection layers.
Next let’s breakdown how to save the most money on Empire vinyl floors…
Empire Today Promotions & Discounts
Empire runs promotions constantly, so don‘t pay full price. Ongoing discounts include:
- 50% off all flooring materials
- 50% off installation services
- Extra 10% off orders over $1400
Catch stacking coupons around major holidays and events too:
- $500 off all Shaw Floors in February
- 15% off for active teachers in August
- $250 flooring gift card for new email signups
Beyond promotions, you can save money by:
- Having Empire price match a competitor
- Buying during seasonal sales in January and July
- Asking customer service rep about any first responders, military, senior and multi-unit discounts
With the right sale or stacks of promos, buyers report paying 50-60% less – huge savings!
What about the fine print? Empire policies worth noting:
Empire Vinyl Plank Flooring: Fine Print To Know
Returns: Empire Today offers customers 72 hours after installation to report any issues before the work is considered complete. This gives you a few days to spot problems. But after that window, your only recourse is the product/installation warranties.
Warranties: Materials and workmanship defects are covered under the lifetime replacement warranty and 35 year wear and stain warranties mentioned earlier. Just know you typically have to pay labor fees again for any redo work down the road should issues emerge.
Payment: Empire doesn’t ask for full payment until the job completes to your satisfaction. Options include paying the 50% deposit upfront via credit card, check, or financing if you qualify.
Scheduling: Order volume varies by season and location. Popular colors/styles can take 1-3 weeks to get in stock. Build extra lead time into your reno schedule just in case.
Now that you know what to expect, here’s my professional take on whether Empire vinyl plank floors deserve a spot in your home…
Final Verdict: Is Empire Vinyl Worth Buying?
For homeowners wanting beautiful and affordable vinyl wood/tile floors from an established national brand, Empire delivers on convenience, selection and quality at very reasonable price points.
Just take care properly prepping your subfloor and vetting experienced installers to avoid uneven planks, unlocking issues and premature wear. When done right, Empire vinyl plank flooring performs incredibly well given the affordable costs.
While not the absolute highest tier plank available, the company‘s two collections offer pleasing aesthetics and better dent/waterproofing than average. Enough to satisfy most mainstream buyers on a budget.
All said, I confidently recommend Empire Today Vinyl to busy homeowners wanting hassle-free installation plus durable and realistic wood/tile looks years to come. Just invest a little extra effort picking your color, confirming warranties, and screening installers before purchase.
I hope this insider perspective from an industry expert helps you decide if Empire vinyl plank is the right fit your home and lifestyle. Feel free to reach out if any other flooring questions come up!
