Article Number : 2218 |
|
Article Detail |
|
 | |
| Date | 8/14/2007 9:12:58 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=2218 |
| Abstract | By Louis Iannaco Over the last several years retailers and end users alike have marveled at the many attributes and benefits of laminate flooring. It can be used in many applications, above or below grade. It’s natural looking, mimicking hardwood and tile... |
| Article | By Louis Iannaco Over the last several years retailers and end users alike have marveled at the many attributes and benefits of laminate flooring. It can be used in many applications, above or below grade. It’s natural looking, mimicking hardwood and tile. It’s durable, resisting scratches and scuff marks. But as more people are finding out—especially designers and architects—laminate isn’t the only flooring choice that’s durable and versatile with a natural “bring the outdoors indoors” type of look. Cork, albeit still a niche product, is growing in both popularity and sales for reasons much the same as that of laminate floors. It’s nature’s gift to the flooring industry: a strong, adaptable surface that comes in many colors and shades and can be used both commercially and residentially. And the more the A&D community becomes aware of it, the more options cork producers offer to meet the growing demand. Applications growing Nova Distinctive Floors is one company that has been experiencing significant growth, according to Susan Eski, national sales manager. “The areas aren’t limited to kitchens anymore,” she said. “Many are installing cork throughout their whole house, including game rooms and exercise rooms. The commercial areas are specified for cork more often now. These installations aren’t just floors, but walls, shelves and tables. Designers are now seeking cork options for their wine cellar and bar projects. “We constantly look for new colors and patterns to keep the options fresh,” she added. “This is what keeps architects and designers coming back.” Philippe Erramuzpe, COO of Natural Cork, also sees cork’s applications increasing as more end users learn about the product. “In the home, cork floors are mostly used in kitchens and playrooms because of comfort and resiliency,” he said. “More and more they are being used in other rooms as well, such as the office, bedrooms and quite often throughout the house, mainly in condominiums. It is important to note that in Europe, the bedroom is the main application for cork flooring. It makes a lot of sense since carpet has lost marketshare and with cork being warm, sound absorbent and soft, it is the perfect natural hard surface for this application.” Christopher Capobianco, a 29-year industry veteran and consultant for Flooring Answers, believes cork is growing in both residential and commercial areas. “Commercially, I have seen it in libraries, art galleries, corporate offices, lobbies, conference rooms and other visible areas where its unique look is quite striking when installed. Residentially, kitchens are probably still the number one use, but it can be installed in most areas of the home.” While cork has a long history of being used commercially in such buildings as libraries and museums, it’s now finding its way into applications where the focus is on green building. “With the greening of health care facilities,” Erramuzpe said, “cork could become more in demand, the same for schools. Again, as an alternative to carpet, cork makes perfect sense in office spaces. “As a general rule, cork floating floors are being used in residential applications whereas glue down tiles are the preferred choice for commercial floors. Floating floors can be installed above or below grade while it is more restrictive for tiles, which can only be used above grade.” According to Eski, cork has been used for projects since the 1800s. “Many homeowners inquire about maintenance tips when they discover their 1920 to 1930 house has cork floors under the carpet. Cork floors of today are more durable with the improved finishes available. Our finish consists of a green-friendly, water-based polyurethane that has achieved 6,500 cycles. Improvements have also been made in the scratch resistance, chemical resistance and UV blocker.” According to the executives with whom FCNews spoke, salespeople as well as consumers are slowly becoming more educated on cork flooring’s attributes. Nova offers show floors, display racks, brochures and large samples to retailers to entice the shopper. “Eski said the core winning points for cork are: • The tree is never cut down. “We use the bark and the bark grows back, so it’s very eco-friendly.” •It acts as a noise insulator and is also a thermal insulator. • It’s soft underfoot. • It is insect and microbe repellent. • It’s easy to maintain. “Today cork flooring sales are, for the most part, consumer-driven,” Erramuzpe said. “Generally, consumers walking into the stores have done a lot of research and know exactly what they are looking for. However, we feel salespeople are getting more educated and finally starting to trust the product.” He noted that with the green movement gaining momentum, the specialty dealers must realize consumer tastes are shifting and must adapt and branch out into offering new, greener alternatives. “In this high-tech, polluted world in which we are living, many feel the need to relax in a more natural, warm and healthy environment. This trend is growing even more with the younger generations. “Education is important,” Erramuzpe added, “and just like with any other product category, with cork there are some differences in quality. Cork floors might look the same but there are important differences justifying the different price levels. To question a few: What is the density of the cork? What is the thickness of the cork layer? What is the quality of the finish? What is the quality of the backing for the veneered products? And, in the case of floating floors: Is the core MDF or HDF? What is the moisture resistance of the core material? Does it contain any formaldehyde? Are the edges treated?” The selling points for cork are clear. Whether it is the green aspect or how today’s technology has produced an even better and more durable product than in years past, salespeople have plenty of ammunition with which to sell cork flooring. As Capobianco noted, first there is the unique look of cork. “You either like it or you don’t, so I would start there. Second is the green factor. Because cork is manufactured from bark that is harvested without killing the tree, it grows back in nine years or so and is a rapidly renewable resource. “Third, cork flooring is over 50% air because of the cellular structure of the cork bark itself. Because of this it is soft and comfortable underfoot and is a natural insulator for cold and for sound.” Technology-wise, Capobianco explained, “I have been pleased with the improvements in available patterns in homogeneous cork from a small number of manufacturers who are on the cutting edge in this technology. There also has been a lot of work done in colored cork, but these products are usually veneers, and the color does not extend throughout the thickness.” Erramuzpe agreed, saying more and more consumers prefer products that are recycled or which production has a minimal impact on the environment. “Cork is one of the few natural products offering such benefits. Not only does the harvesting of the cork bark not imply felling the tree and the ecosystem remains undisturbed, but the flooring industry also recycles the by-products of the cork stopper industry. Approximately 15 billion cork stoppers are removed from the slabs of bark every year leaving much waste to utilize for the production of flooring.” According to Eski, the incredible array of patterns and colors has boosted cork sales over the last five years. “Many of the unique patterns are created with varying granular size and burning the cork before compression. Then it’s stained with intriguing tones.” |