What's EIR flooring surface?

EIR is called Embossed-in-Register.

EIR manufacturing process that intensifies the depth, texture and realistic look of the flooring by aligning the embossing with the printed design. This technique can be used on both laminate flooring and vinyl flooring products.With registered embossing, it’s looks like real wood.

Unlike the other textures which are commonly seen on the market—smooth, embossed (a slight texture that does not match the wood grain), distressed (the planks that undergoes certain processes such as wire brushing and sculpting in order to have an antique, reclaimed look), and hand scraped, EIR vinyl planks flooring truly create a more realistic, almost real wood! Wood look—make them much more appeal to the end users.