Customization and visual quality define high-end hardwood

Home News Customization and visual quality define high-end hardwood



The Inverness line crowns the king of product at Mannington mills. In the collection, each plank is individually scraped, glazed and character marked by hand, said Dan Natkin, director of hardwood business. Hand made detail makes each board unique. “Stonehenge Walnut is a particularly desirable look,” Natkin said. “Its whitewashed appearance is unique and offers a fresh and modern, yet traditional visual that goes with many decorating styles.”

Though times have been admittedly tough for hardwood products—particularly those selling at a higher price point—there is still demand for distinctive products, he reported. “High-end products tend to be featured in displays, advertisements and on the web site.” He added it is also important to highlight the features and benefits of high-end products, like performance, style and durability. “It is more important in today’s marketplace to do that, but it is a marketing approach we’ve always taken.”

Aside from marketing, consumers are naturally attracted to appealing, beautiful visuals. “The consumer is pre-disposed to liking the best looks,” Natkin said. “A retailer that immediately tries to sell her the least expensive product is leaving gross sales and margin on the table.


Must Read

LIVE: Connect 2020 Day 4

Daltile, Mannington and Karndean spice up presentations By Ken Ryan As part of Connect 2020, executives representing more than a dozen flooring companies get their turn...

Five tips to better retailing

By Ken Ryan Achieving success in the flooring retail business isn’t merely about training or hard work or lead generation systems or delivering excellent customer...

CFI launches new publication for members

The International Certified Flooring Installers Association Inc. (CFI), has launched a new publication for its members titled The Flooring Specialist. Kimberly Oderkirk, president of Association...

WFCA urges industry to take action to combat pandemic hardship

In response to the drafting of a fifth round of legislation aimed at relieving the stress on small businesses from the COVID-19 pandemic, the...

Schönox continues online training seminars

Schönox HPS North America, Inc. has added to its lineup of technical training and seminars that provide opportunities to learn about the full range of its...

I4F continues rapid expansion in Asia

Hamont, Belgium—I4F, a group of companies providing patents and technologies to the flooring industry, said it will continue its rapid expansion across China as...