Article Number : 3250 |
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| Date | 5/14/2008 7:53:15 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=3250 |
| Abstract | By Sarah Zimmerman While Brazilian Cherry— estimated to be 9% of the total market and about 60% of the exotic market—has become the oak of the exotic hardwood arena, the definition of exotic extends far beyond as several species have become all the rage in recent years, making up approximately 10% |
| Article | By Sarah Zimmerman While Brazilian Cherry— estimated to be 9% of the total market and about 60% of the exotic market—has become the oak of the exotic hardwood arena, the definition of exotic extends far beyond as several species have become all the rage in recent years, making up approximately 10% to 15% of the category. “We broaden the list of exotic species to include all non-oak flooring,” said Dick Quinlan, general manager of Bruce Hardwood, and Sara Babinski, principal designer, Armstrong. To that end, the most popular “exotic” is domestic maple, followed by Brazilian cherry, ash, hickory, American cherry and walnut. They said tropical exotics, which probably account for 12 to 20 species, follow these with offerings like tigerwood and Santos mahogany. Dan Natkin, director of hardwood business for Mannington, agreed, when it comes to tropical exotics, Brazilian cherry is followed by tigerwood and Santos mahogany. However, he noted this will change with the category’s continued growth and availability. John Woolsey, vice president of marketing for Anderson, pegged Ipe and Sapele as the runners up to Brazilian cherry, pointing out that teak, merbau and Santos mahogany may be higher on the list but are endangered and often sourced from illegal harvesters. Alluring exotic elements Exotic woods are typically darker in color, explained Keith Wiethe, director of sales and marketing for Clear Lake Lumber, who said he thinks this explains why “we are seeing a greater demand” for the product— the consumer trend of darker wood looks. He added that the other reason for the increased popularity is exotic’s graining. “It is vastly different than domestic species and is welcomed by the consumer as well.” He noted 3¼- inch widths are still preferred with wider planks being noticed. Andrew King, product manager for Mohawk Hardwoods, also noted wider planks as an up-and-coming trend hitting the entire hardwood scene today, exotic offerings, this collection undoubtedly gives Mohawk Hardwood another chapter of successful products.” With three new exotics added to its Atlantis Prestige collection, Mannington’s selection of prefinished, engineered hardwood floors, which, according to Natkin, “have what it takes to stand out among other products because of their unique use of color and species, and wider, longer plank format.” Armstrong is also providing unique color options with its Global Exotics line, to which it recently added two stained products. African mahogany, available in Exotic Shadow and Burnished Sable, provides dramatic color while allowing the unique graining of an exotic to shine through, Quinlin and Babinski said. They also highlighted the company’s tigerwood offering in Brazilian Taupe and the Robbins Regent line, which incorporates four colors, Sapele, a 7-inch-width and handscraped surface. Future and forestation Natkin said exotics are still holding their own, even in this challenging economy as the typical exotics customer is looking for a unique, higher-end floor and is willing to pay a bit more for it. Although, he added that that category has begun to penetrate all price points, so it’s becoming attainable for all customers. “Exotics are hot; the category is expanding, and we anticipate it will continue in that direction. With environmental responsibility at the front of everyone’s minds, we definitely anticipate a push for more sustainable species.” Natkin also mentioned illegal logging as a concern. “End users should be aware of who manufactures the product they’re purchasing and of that company’s import practices.” Pushing the point further, Woolsey added the destruction of tropical forests from illegal harvesting is documented as causing more global warming than all the automobile exhaust in the world. Weithe agreed with Natkin in that exotics are typically purchased by consumers with a little more disposable income, but continue to become more affordable to the masses. Therefore, he said many dealers have listed exotics as a saving grace during times like these. He said Clear Lake is anticipating continued segment growth, however, there will be two opposing factors with regard to the South American exotics. First is the availability of product— though necessary, the crackdown on illegal logging is tightening the supply chain. And, second, there is great disparity between the U.S. dollar and Brazilian Real. Mohawk’s King stated exotics will continue with slow yet steady growth, which he attributed to a mix of availability and illegal harvesting issues as well as an increased demand especially among premium remodeling/replacement consumers. Armstrong also ventured to say the demand for “the unique” will grow. “New species are continually coming to the market and will outpace oak,” Quinlin and Babinski explained. They, too, mentioned illegal deforestation as a concern, pointing out that domestically grown exotic hardwood has no known issues with illegal harvesting or logging, which is not always true for exotics grown outside North America. |