Article Number : 2193 |
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| Date | 8/7/2007 8:46:21 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=2193 |
| Abstract | By Matthew Spieler Ever since laminate flooring came on the market it has been associated with wood. What many people—dealers and consumers—still do not realize is the availability of tile looks within the category... |
| Article | By Matthew Spieler Ever since laminate flooring came on the market it has been associated with wood. What many people—dealers and consumers—still do not realize is the availability of tile looks within the category. And, just as advancements have been made to make laminate’s wood visuals look and feel like the real thing, similar progress can be seen on the tile side. “Improvements have been made not only in the printing technology,” said Milton Goodwin, Armstrong’s general manager of laminate and ceramic, “but in the tolerances of the embossed-in-register so that the grout lines are close and tight, and the overall feel of the dimples translates to as real as it can be.” While overall improvements in the product’s visuals, sales of laminate tile looks make up a fairly low percentage of the category’s overall volume, anywhere from low single digits to low double digits, according to industry estimates. “There are a limited number of suppliers who focus on tile because of the low volume and the fact it is hard to make,” Goodwin added. “Plus, consumers equate laminate with wood as that’s how it’s been marketed from the beginning. I think many are surprised to find tile when they go into a retail store.” Despite this, executives note as interest in natural stone, porcelain and other types of tile has grown among consumers, more of these styles are finding their way into manufacturers’ offerings, especially within the last two years. Catherine Dutton, marketing manager for Berry Floor USA, noted the company added four such products— Arizona Sand, Grand Terra, Boulders Brown and Copper-stone—to its growing collection of tile visuals. “This is a growth area for Berry Floor,” she said, “not only in the collection of styles offered, but sales reflect year-to-date growth for the overall tile category for us compared to last year.” Dutton added that two of the new products, Arizona Sand and Grand Terra, have already gravitated among the most popular offerings. In addition to featuring the company’s patented Berry Loc system, the collections’ surfaces are created with the mill’s Stone Structure Embossment technique that Dutton said provides a true 3D look. David Wilkerson, Shaw Industries’ vice president of research and product development, Hard Surface Division, said the company is gearing up for a series of new tile designs later this year. “We are focused on developing products with narrow grout lines and improved pattern definition. Our new collections will include larger format tiles and modular designs—all with more defined and realistic surface textures.” Colors everywhere In addition to texture, one of the ways manufacturers are adding realism to their tile looks is through enhanced colorization. David Small, marketing director for Pergo, pointed to the company’s Accolade tiles as an example of this. “This collection features the popular stone and ceramic looks in a wide variety of colors ranging from deep slate-like grays to warm brick reds and stone-inspired white,” he explained. Mannington’s Al Boulogne, manager of its laminate business, said technological innovations are what allowed to the company to create products such as Adirondack. With five designs and approximately 20 stones per plank there are 100 individual tiles featured on each board, all with “natural texture in the field of the tile and embossed-in-register grout lines.” There are a number of reasons beyond the technological advancements as to why laminate tile looks are gaining interest by end users. First and foremost is the growing popularity of tile in U.S. homes. In the last two years the tile category grew more than any other segment except laminate, posting sales gains of 5.1% in 2006 over 2005, which was up 7.1% over 2004, according to FCNews research. The category has become so popular it now outpaces hardwood in annual sales. Another factor is tile is no longer just a product that is sold in the Southwest, Florida and the rest of the sunshine states. All across America consumers are warming up to the look. And, it is not being confined to just the entryway, bathroom and laundry room. Rather, the product is being installed in more areas of the house. And, when it is installed in places such as the dining room and hallways, area rugs and runners are being added to the décor. Along with being expanded throughout the house, tile is being used more outside as natural stone, slate, travertine and marble are in demand more than ever. Installation is still another reason for the growth of laminate tile looks. Except in the traditional tile-using states where labor and installation remain relatively affordable, the cost to install the real thing is, in many cases, prohibitive to the average family. In these cases, they are turning to laminate to fulfill their desires for this type of look. Even with all this, Tim Tipton, Formica’s director of marketing and product development, feels the tile look “lends itself more to kitchens, entryways and bathrooms.” In other words, places where the real McCoy has typically been installed. Easy maintenance Small noted, “Laminate tiles are very popular in bathrooms, kitchens and mudrooms because they offer durability and water resistance. They also are easy to clean with a damp mop and never get too cold in the winter months. They’re known to be easier on the back and feet than real ceramic or stone tiles. We find consumers also turn to tile looks to create a cool, sophisticated atmosphere for kitchen and baths, rooms that are typically associated with stone-like materials.” Armstrong’s Goodwin agreed with Small, especially on the comfort level, noting the company is seeing more elderly consumers opting for a laminate tile look rather than the real material. “They want the look but not the issues, besides the fact it is softer underfoot. In fact, we’re even seeing it used more in retirement communities in Florida.” Mannington’s Al Boulogne, manager of its laminate business, added, “The most popular tile designs in laminate follow the popularity curve for real tile. Today, we see slate and stone looks capturing consumers’ attention more and more. This speaks to their desire for realistic looks that are easy to live with—looks that aren’t fussy or too contrived.” Because of this, he said, “We see these looks going into areas of the home where wood looks typically go such as family rooms, as well as to an expanded array of rooms where the look of tile is appropriate.” Goodwin pointed to another segment turning more to laminate tiles than real ones—builders. “Since the housing downturn, builders are looking for added value, and one of those is the tile visual. And, because laminate is easier and less expensive to install, not to mention all the benefits it offers, we’re seeing that they are starting to offer laminate tile—something they have not done before.” Extra profits For the retailers, executives are quick to note offering a good selection of laminate tile can help raise profits, because, generally speaking, these types of products “are sold almost exclusively in the mid and upper price points,” noted Small. Yes, there are tile looks that are offered at the lower, entry price points, but for a laminate to mimic natural stone, slate or ceramic, the latest in manufacturing technology has to be utilized. “Embossed-in-register, especially at the high level of precision needed to make a real looking tile, is the most difficult to produce,” said Goodwin, “so these products tend to be at the high end. At the lower end this is usually only in the grout, not the entire product as found in the upper price points.” These differences, he added, are easily identified by consumers who “get it when they feel the two. They not only see the difference, they can feel it.” “Thanks to advancements in design and technology,” said Boulogne, “we can now create modular looks, thinner grout lines, incredibly real texture and clarity. It’s certainly not the same laminate tile that was on the market five years ago.” And, according to many, these differences will become even more apparent in the years to come, as the industry is continuing to work on innovations to enhance the overall look and feel. For example, Goodwin pointed out not much has been done yet on varying the gloss level from the standard satin and matte finishes found on tile designs. “There are things no one has done yet, so there’s a real opportunity for some new developments.” |