FloorCoveringNews

From March Madness and the Grapefruit League to spring sales and rebates, many phrases and terms make their way into the conversation this time of year. Numerous flooring companies gear up for the season by running special springtime promotions, an annual rite of the season. Here are just a few specials being offered.

Saint-Georges, Quebec, Canada– Mirage, the hardwood flooring brand renowned for quality, is heading into another year of innovation with the launch of nearly a dozen new floors to expand its product line and meet the highest demands in terms of quality and design.

No category has suffered through the building market’s sag quite as much as hardwood, particularly in new construction. But consumers are still buying and certain parties want what they want—those who demand luxury still expect nothing less. To meet her needs, mills are producing unique products that transform her home into something exceptional.

Of all the flooring segments, the wood category has been hit the hardest since the housing market crash and subsequent economic decline. While the sector is no longer falling off a cliff, sales continue to struggle as consumers become ever more vigilant with their spending.

The difficulties, however, have not stopped manufacturers from bringing out new products and technology for the fall selling season. While the handscraped, rustic look continues to be popular, companies are introducing a wide range of designs and features as they try to help retailers grab consumer interest.

SAINT-GEORGES, QUEBEC—Mirage announced the launch of its fall 2011 sales event. This hardwood flooring sale will take place across North America from Sept. 26 to Nov. 15 at all participating Mirage dealers.

Hardwood has been a flooring category generating plenty of buzz recently. The Lacey Act revisions two years ago sent ripples from Washington, and the recent anti-dumping case brought many manufacturers flocking back to government agencies in an effort to understand just what is at stake. While hardwood has long enjoyed a strong domestic manufacturing presence, recent shifts in the trade balance have shed a light of uncertainty on the category’s future. Coupled with the troubled economy and a struggling building sector, this last year is one that is best left behind in the books.

Resilient producers appeal to value, style to gain share

What was ultimately a false start to an upswing in the industry during the first and second quarters, 2010 has coaxed top executives in the resilient category to project a more conservative outcome for the coming year. However, it is one area that is expected to continue growing. The proliferation of LVT (FCNews, Nov. 22/29) and the advancement of fiberglass (see related story) has created a new value standard for the consumer when she shops floor covering. As one of the few segments capturing share in the residential floor covering market, modesty rules the 2011 diagnosis with an injection of optimism.

SAINT-GEORGES, QUEBEC, CANADA—Boa-Franc, maker of Mirage hardwood floors, has unveiled a sales event mill officials say will have consumers “falling in love” with its products.

The “Fall in Love with Mirage!” sales event runs through Nov. 20 and gives consumers the opportunity to earn a rebate of up to $750 on the purchase of any qualifying product. During the event, consumers can take advantage of a mail-in cash rebate on all Mirage Classic, Engineered and Lock lines—regardless of species, color or board width, noted Luc Robitaille, vice president of marketing.

Most products cross all boundaries when it comes to popularity—big screen TVs are in demand in New York as much as they are in California or Florida.

But when it comes to home decorating items like flooring, where a person lives in the U.S. plays a major role not only on the types of products bought but the particular styles used to spruce up the home. For example, houses in the Northeast are often decorated in more traditional looks while those in the Southwest incorporate more of the region’s Native American heritage in their decors.

Environmentally friendly is a buzz phrase the flooring industry has seen become part of mainstream business conversation. Through research and development, focus groups and more, hardwood flooring executives have taken the temperature of the masses and have come to realize the importance of being green is great.

Accordingly, the products they manufacture are increasingly reflecting a consumer desire for a smaller carbon footprint and a conscious effort to be part of the environmentally responsible products for her home.

Saint-Georges, Quebec, Canada— Mirage announced the launch of its Fall in Love with Mirage! sales event. This hardwood flooring sale will take place across United States from Sept. 27 to Nov. 20, at all participating Mirage dealers.

During the event, consumers can take advantage of a mail-in cash rebate for up to $750 on purchases of 1,000 square feet or more, $300 for purchases of 450 to 999.9 square feet, and $125 for purchases of 200 to 449.9 square feet. All Mirage Classic, Mirage Engineered, and Mirage Lock lines— regardless of species, color, or board width—will be eligible for this promotion.

Fall means back to school and back to the daily grind for many. But minds at some of the top hardwood mills have been grinding all summer to roll out new products, programs and promotions for the coming season.

Times have been tough for the hardwood category. With an over abundance of products moving slowly through the supply chain, many manufacturers are updating current collections and providing selling tools to fill sales tickets. Displays and advertising are also a popular way in which suppliers are keeping their dealers poised to pounce on sales for the fall selling season. The rising cost of virgin raw materials in the category even has one major mill offering a 100% reclaimed product.

For the second time this year, hardwood flooring suppliers have raised prices, and with limited lumber supply, rising raw materials costs and cash-flow constraints for sawmills, another round of hikes are likely.

In May, Armstrong and Mohawk announced 6% increases that took effect in July. This followed similar raises in March by many manufacturers. And “we may not be done,” according to Daniel Call, vice president, wood product management, Armstrong. Since the company’s last price increase, lumber and energy prices have continued to rise dramatically. “Appalachian and southern oak in typical flooring grades are up 10% to 15%. Kiln-dried lumber prices are up 20% to 30% on the open market.”

With all the state-of-the- art technology available today, hardwood flooring producers can manufacture just about anything they want. But it seems what many consumers want these days is a return to the basics, and that means oak. The latest trends in hardwood flooring also include new finishes, textures, colors and longer, wider plank sizes.

Luc Robitaille, vice president of marketing at Boa-Franc, makers of Mirage brand, attested to the trend toward lighter colors and texture, although not as pronounced as a few years ago. “We still see some dark colors even if the trend tends to favor lighter colors for a more natural, relaxed and organic look. The popularity of softer textured hardwood floors is at an all-time high as well.”

ROSLYN, N.Y.—Mannington Mills has regained the mountaintop, as it was voted the industry’s Best Overall Manufacturer in the 14th Award of Excellence competition. This was the ninth time in the award’s history that Mannington took top honors, which it last held in 2006. Shaw Industries was the winner in the inaugural Award of Excellence for Environmental Leadership.

These awards, along with 12 other honors, were presented at a gala evening reception and dinner here. In addition, Sandy Mishkin, co-founder and president of CCA Global Partners, was among the invited guests as the recipient of the first Floor Covering News Lifetime Achievement Award, which was present- ed to him earlier this year at Carpet One’s 25th anniversary (FCNews, Jan. 25/Feb. 1).

Hardwood has long had a reputation for being higher-end, almost a symbol of status for the home. It raises the value of a home, and adds beauty and warmth. But when the economy crashed, so did hardwood prices. In order to capture margin sales, companies slashed prices so low that hardwood became accessible for nearly all types of buyers.

However, a distinction still remains in higher end wood floors. Customization and visual options, sourcing and product quality all remain distinguishing factors in creating the upper echelon. Add that wood’s unique characteristics are imbued by Mother Nature—over which no one has any control—and that creates a floor that is even more special.