Customization and visual quality define high-end hardwood

Home News Customization and visual quality define high-end hardwood

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.

Retailers also benefit from selling high-end products in the long run. Dan Natkin, director of hardwood business at Mannington, doesn’t think the consumer shops on a price basis alone. “The consumer doesn’t walk into the showroom looking for the cheapest floor she can find. She’s looking to transform her home and the higher end products tend to be the most distinctive and will have the most impact in the space.”

Columbia

Transformations are done with character woods 30% of the time in the hardwood market, said Dewevai Buchanan, vice president of hardwood. “The current economic environment is favoring higher-priced wood products driven heavily by the residential replacement market.”

For Columbia, the Chatham collection meets the need for higher-end character looks. Walnut, cherry, maple, ash and hickory, make up 13 SKUs with high shade variation with sculpted edges and ends. The collection is available in ¾-inch solid and ½-inch thick engineered planks.

“The Chatham collection offers the beauty and character of an aged hardwood floor,” Buchanan said. “Special finishing effects give the appearance of a floor worn to a perfect patina, and authenticity is found in the subtly contoured surface and lightly scraped edges.”

Must Read

Patcraft set to offer ‘virtual consultants’

In an effort to ensure that associates, customers and communities have the necessary tools to continue to do their jobs as efficiently as possible,...

Fiandre adds U.S. tile production

Chicago—Fiandre, part of the Iris Ceramica Group, will produce its first U.S.-made marble looks and slabs in a new porcelain tile collection called Royal...

Web exclusive: Hardwood executives forced to adjust 2020 forecasts

By Reginald Tucker Turns out that even the most aspirational flooring products such as hardwood flooring are not immune to the economic effects of COVID-19. Hardwood...

States take varying approaches on essential construction policies

The coronavirus pandemic has temporarily shuttered thousands of businesses throughout the U.S. and disrupted scores of construction projects in the process. According to statistics...

WFCA to host coronavirus Q&A

Throughout the coronavirus pandemic the WFCA has worked diligently to provide cutting-edge, current information on how the decisions made in Washington, D.C. will impact...

NWFA to hold virtual expo

The National Wood Flooring Association (NWFA) is set to host its first ever Virtual Expo April 29-May 1. Attendees will participate in a combination of pre-recorded...
X