Italian company Alfatherm has introduced Serica, a new matt surface finish that features anti-scratch and anti-fingerprint technology. Serica is a 2018 IWF Challengers finalist.

"Matt surfaces have been gaining in popularity for some time now," says Barry Berman, Alfatherm marketing manager. “In order to generate interest to the mass market, you have to create a WOW factor, and that is what Serica does. It encourages customers to feel and touch the surface while providing a premium product at a realistic and commercial price.”

Designed to cover all types of furnishings in homes, offices, and stores, Serica is available in a range of solid colors and in a variety of heartwood and sapwood tones, which allow for a wide range of combination options. This year, Alfatherm has introduced nine new colors ranging from warm and cool greys to reddish-brown that were developed especially for Serica.

Serica is available in 2D and 3D foils with the 3D presenting a range of new wood grain embossing colors and designs with embossed-in-register (EIR) technology to enhance the wood effect. With thicknesses made to order, Serica is produced in both PVC and in Polyethylene Terephthalate (PET). The company allows for .25mm thick sample rolls to be distributed upon request.