Article Number : 1666 |
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| Date | 1/18/2007 8:43:44 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=1666 |
| Abstract | Colorado Springs, Colo.—Karastan is venturing into uncharted territory. At its biennial meeting held here earlier this month, the best-recognized consumer flooring brand announced it was extending its reach beyond carpet and rugs... |
| Article | Colorado Springs, Colo.—Karastan is venturing into uncharted territory. At its biennial meeting held here earlier this month, the best-recognized consumer flooring brand announced it was extending its reach beyond carpet and rugs with a new collection of solid and engineered hardwood that befits the high-fashion element Karastan has conveyed for 80 years. Wood Essentials is the umbrella that will cover the two collections. The solids fall under the Natural Expressions moniker while Classic Elements is the grouping of engineered products. Both are comprised of 24 SKUs. According to David Duncan, vice president of marketing, hard surface may be new to Karastan, but leveraging the brand certainly isn’t, citing a successful track record with its cushion and runners. “It is a natural tie-in for Karastan to be a total flooring brand,” he said. The result is a collection every bit as fashionable as its soft surface portfolio. Natural Expressions, the 3/4-inch solid, features handscraped, hand-distressed patterns and planks unlike anything on the market today. Three 24 x 24 parquet patterns and a 5-inch-wide plank constitute the line. Each is available in six colorways. Three species include black walnut, American cherry and Northern red oak. According to Lindsey Waldrep, brand manager, hard surface, the patterns can be installed throughout a room or used as insets. “It gives the consumer opportunity to customize her home,” she said. The products will retail for $50 a foot with the plank expected to sell for around $20, she said. Waldrep also touted the benefits of Natural Expressions’ hand-waxed, no-luster finish versus the aluminum oxide finishes so prevalent today. “If there is any damage to the floor, just touch up the color and re-wax,” she said. On the engineered side, Classic Elements is a grouping of 5-inch-wide, handscraped planks in four species. The line offers three levels of scrape from soft to aggressive. Unique stains create metallic or drybrush looks. Other styles include a French bleed with blackened edges and character looks with worm holes. “Retailers have told us the line is unique and will differentiate them from the competition,” Waldrep said. Retail price points range from $12 to $18 a square foot. |