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

American Olean entices designers, homeowners with new collections

Dallas—American Olean has launched two new tile collections—each bringing the latest trends to life through Reveal Imaging, an advanced technology that allows porcelain tile to emulate the...

Mannington presents first ‘Heart of Mannington’ awards

Salem, N.J.—Mannington recently presented its first Buffy Campbell Heart of Mannington Award to two deserving recipients: Sandy Tyson and Jackie Zemaitis. The award is...

2020 forecast for multi-family sector calls for cloudy skies

February 17/24, 2020: Volume 35, Issue 17 By K.J. Quinn Multi-family housing activity in 2019 can be best be described as lackluster, especially compared to the...

Adhesives: New formulations aim to save time, ease installation

February 17/24, 2020: Volume 35, Issue 17 By Ken Ryan The installation shortage has prompted many flooring manufacturers to develop products that render the installation process...

Wood: HF Design dives into waterproof flooring arena

February 17/24, 2020: Volume 35, Issue 17 By Reginald Tucker Las Vegas—The key to launching a successful wood/SPC-type waterproof hybrid product, observers say, lies in finding...

Installments: Proper moisture testing can prevent job failures

February 17/24, 2020: Volume 35, Issue 17 By Ron Loffredo   Excess moisture is the No. 1 culprit of catastrophic flooring failures in North America. This is...
X