Article Number : 4846 |
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| Date | 9/14/2009 8:54:38 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=4846 |
| Abstract | By Matthew Spieler Laminate manufacturers continue their push toward offering products with added built-in value at more attractive price points for consumers. Whether it’s the high- gloss, piano-look finish that has dominated the category for... |
| Article | By Matthew Spieler Laminate manufacturers continue their push toward offering products with added built-in value at more attractive price points for consumers. Whether it’s the high- gloss, piano-look finish that has dominated the category for the last two years or more unique visuals as only laminate can offer, this fall’s introductions are built to drive sales. “Although consumers’ flooring needs and their appetite for the highest levels of design and style have not diminished,” explained Roger Farabee, senior vice president of marketing for Quick•Step, “the current more challenging economic times realistically mean the resources available to Americans to meet their needs have, in many cases, changed.” To help dealers get an idea of some of the products that will be clamoring for display space, the following is a sampling of what a few of the leading mills will be introducing. Armstrong The company’s new commercial laminate hit the market with what is being called “the broadest selection of wood looks,” Milton Goodwin, vice president of laminate, said. The line’s authentic wood look produced via advanced technology results in rich color, texture and the realistic appearance of natural filled-face hardwood. “From domestic to exotic,” he noted, “our new commercial laminates offer true design flexibility with the best visuals and overall performance in laminate flooring.” Three distinct lines—Traditional, Premium and Premium Lustre—are available in 20 colors across 10 wood species in a variety of gloss levels. Featuring a top-of- the-line AC5 wear layer, the 5-inch-wide single plank visuals and 7-1/4-inch multi-board planks are designed to stand up to the toughest environments, Goodwin said. An HDF core with thermo-fused backing forms an “unbeatable moisture barrier for excellent resistance to surface spills and subfloor moisture,” he said. In addition, both the Premium and Premium Lustre collections offer Armstrong’s Lock&Fold installation technology. Bruce Armstrong’s sister brand completes the fine finish category with Chelsea Park, allowing it to offer a value proposition at each price point. Though it is in the 8mm segment, Goodwin called it a “beautiful floor with five unique species, including a one-of-a-kind Island Koa whose hardwood counterpart is so rare it is only found in Hawaii’s Big Island and Maui.” This wood, he added, is prized for its beautiful range of color and lustrous grain. “It is unequaled by any other exotic wood in the world.” Featuring the highest residentially rated wear surface available, AC3, Chelsea Park is constructed with the mill’s Magnum HDF Core for added protection against spills and moisture buildup. “Bruce offers superior, beautiful and realistic visuals at an affordable price,” Goodwin concluded, “and provides retailers products that are easy to sell and will satisfy their customers.” Formica Vibrant Finish, the company’s latestest visual technology, will make its debut this fall on the new Messina collection. Ken Peden, COO of Kronotex, Formica’s parent, said Vibrant Finish was designed for enhanced woodgrain detail and color that “pops. Our consumer research has confirmed the gloss level is the most preferred for laminate flooring.” Messina comes in eight “industry-leading colors” and utilizes Välinge’s 5G installation system, “which is praised by installers and considered to be the most efficient and effective locking system in the industry today,” he added. Along with Messina, Peden said Formica is making available transitions in matching papers, “providing consumers with a more visually appealing finished product versus coordinating transitions.” Mannington The company’s Revolutions Plank Collection is one of its most popular and Mannington aims to keep it that way with its newest addition, Diamond Bay. Featuring the company’s exclusive Diamond Finish for better clarity, richer colors and improved scratch resistance, David Sheehan, director of laminate and resilient business, said the four-SKU collection “combines the look of exotic hardwood and the high performance of laminate. There are many products out in the market that now claim high clarity, high gloss, but most lack the essential ingredient that makes this product a game changer—improved scratch resistance.” He noted high clarity has been in the market for a while now but at Mannington, “we call it ‘high clarity meets high style.’ Consumers and retailers know how beautiful and attractive real hardwood exotic species can be, however they also know the headaches these products can cause with maintenance and complaints about scratching. With Diamond Bay, we have achieved that exotic visual with the superior performance of a laminate.” Mohawk Ben McNabb, brand manager for Mohawk Hard Surfaces, said Boulevard is the latest product to be offered under the Mohawk laminate brand. Noting how the piano finish continues to be “a hot category, the Boulevard series blends exotic hardwood looks with a high-gloss finish.” Available in five styles— three mahoganys, a tigerwood and rosewood—the 8mm thick product comes in 4-inch-wide planks that are microbeveled. Quick•Step Two new high-end looks are being introduced in an 8mm format, giving retailers more ammunition to reach price-sensitive consumers who still want style, noted Farabee. “The Allustra collection is the definition of lustrous elegance, achieved by highlighting exotic wood looks with a smooth, glossy surface, while the charm of our Sculptique collection can be found in the warm look of lightly handscraped surfaces that lend a beautifully time-worn appearance,” he explained. Available in six exotic looks, Allustra offers wide, 61/8-inch planks that are also 54 inches long and feature a fine micro-beveled v-groove on all four sides. Sculptique features the same dimensions but Farabee noted its recessed, scalloped edges on all four sides frame the visual which has a subtle texture down the length of the plank creating the rough-hewn textured look of soft-scraped wood. |