Article Number : 4996 |
|
Article Detail |
|
 | |
| Date | 10/22/2009 9:19:01 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=4996 |
| Abstract | By Matthew Spieler Despite the drop in the economy, sales are still happening within the laminate category, albeit at a much slower pace from just a few years ago. Similar to what is happening with all types of consumer purchases, customers are still desiring... |
| Article | By Matthew Spieler Despite the drop in the economy, sales are still happening within the laminate category, albeit at a much slower pace from just a few years ago. Similar to what is happening with all types of consumer purchases, customers are still desiring products that have a luxurious look or feel to them but are not priced at unattainable levels. In others words, they want more sizzle for their nickel. Though retailers need to differentiate themselves from the competition, especially during slow times, smart dealers understand the necessity of carrying the most trendy, best selling products offered by their suppliers. While style choices and color preferences can vary from region to region across the country, there are some trends that go beyond state lines and stretch from coast to coast. And products that hit upon these universal characteristics are what have historically lit up cash registers—even during the worst of times. The reason? By offering these top sellers a retailer is showing customers the store is on top of the latest, hottest trends, with an educated staff that understands and can help them realize their decorating dreams. So what products are laminate manufacturers saying are their top sellers over the past year? To give retailers a sort of checklist to compare with what they have and make sure these collections, styles and colors are included in their offerings, FCNews asked some of the industry’s more prominent suppliers, those who cover the full scope of the country, to share their one or two best selling products. Armstrong Since being introduced a couple of years ago, the company’s Grand Illusions line has been the standard bearer for the category as it spawned the high-gloss, piano finish look in laminate flooring. Recognizing there are still lots of consumers who desire this look, Armstrong has continuously updated and added to this best seller, noted Milton Goodwin, vice president of laminate. The most recent is a sub-collection, called Illusions, which “was specifically designed for consumers that love the look of Grand Illusions, but want a more affordable alternative,” he explained. The main reason Goodwin cited for its popularity: “The style is often confused with its real wood counterpart, with a finish that mimics filled-face hardwood and real wood widths.” Another top seller for Armstrong comes on the contract side with its Commercial Laminate line, introduced earlier this year. “We believe the success of the commercial line is due to its true design flexibility,” he said. “From whitewash to espresso, domestic to exotic, Armstrong has the broadest selection of wood looks for any space.” Formica Similar to Armstrong, Formica’s top selling laminate was introduced over a year ago and continues to “embody luxury and style, without skimping on any of the details,” said Ken Peden, COO of parent Kronotex. Quintessa is at the very top of the Formica line and is defined by its “trademark 12mm thick, 6-foot long planks,” he explained. Available in 10 fashionable colors, “Quintessa continues to attract customers who are seeking the very best in high-end laminate flooring.” Earlier this year, Formica launched “12mm Special Value” realizing consumers are seeking better deals, and Peden said “it has been a huge hit since its introduction. “With a suggested retail price of $2.65 a square foot., this collection is of tremendous value to the consumer, as it offers a high quality product at an extremely affordable price point.” Mannington The company’s top two styles are currently Mojave Slate and Zanzibar, noted David Sheehan, director of resilient and laminate businesses. “Both patterns show off Mannington’s core competencies: styling and innovation. We pride ourselves on offering products that retailers want to sell, and consumers want to buy—and by providing both visual and technological differentiation, we can achieve that.” Mojave Slate “continues to excel in the marketplace,” he added, saying the tile line features a number of exclusive manufacturing technologies. “It features a modular design, with an array of different sized and shaped stones that provide an equally impressive range of color play and detail.” Zanzibar, which comes from Mannington’s Coordinations line is a multi-hued pattern that Sheehan said distinguishes itself through its rustic texture. “Its hand-hewn embossing vividly illustrates the wide variety of grain formations and the rich colors found in the species.” Mohawk The value priced Festivalle continues to be the top selling product under the Mohawk brand, noted Ben McNabb, brand manager, hard surfaces. “Another hot laminate is Maison.” Despite being a 7mm thick product, he explained, Festivalle incorporates Mohawk’s Uniclic locking system and “provides the most popular domestic wood looks at very affordable prices.” Maison is a higher end product and McNabb said “Consumers love it because it features very authentic wood visuals in soft scraped, hand scraped and vintage wood looks. It also offers a unique cowtailing treatment for even more depth and a more pronounced distressed appearance.” Pergo Branded products have continued to perform well, noted George Kelley, CEO. While the high gloss look remains popular, “In our premium lines, such as Elegant Expressions, we are experiencing the strongest sales in our rustic and exotic décors.” The 5-inch narrow strip collection features Pergo’s AccuWood Textures technology for a true-to-life appearance as well as its ScratchGard Advanced Surface Protection for advanced durability. In addition, he said the Pergo Accolade line remains a strong seller—“especially the collection’s basic oak décors.” Quick•Step The manufacturer’s popular Sculptique collection brings the look of “lightly hand-scraped rustics” to laminate, noted Roger Farabee, senior vice president of marketing. “Roughly 30% of purchases made in the hardwood market today are for character flooring products,” he explained. “Character woods represent hardwood floors with some form of character, texture or rusticity.” Farabee added Quick•Step’s Sculptique features this popular wood visual on an 8mm platform and an extra wide, 61/8-inch planks that has a subtle texture down the length of the 54-inch boards, creating the roughhewn textured look of soft-scraped wood. “The price/value characteristic resulting from this [construction] choice positions these premium visuals in a mid-range price point, that is attractive to a large portion of a retailer’s patrons,” he said. Shaw Earlier this year the mill unveiled its Luminiere collection featuring an exclusive finish and “it has been a huge win for Shaw,” noted Eric Erickson, laminate product manager. With Luminiere, “we were able to duplicate the gloss levels of real hardwood products with added clarity and scratch resistance,” he explained. “Plus, Luminiere provides exotic hardwood visuals that are better for the environment and are also affordable.” Within the collection, Erickson said Heron Bay has been a huge seller for the manufacturer this year because of the realistic scraping, chatter marks and wire brush details that were added into this product that Shaw calls “Touchable Texture.” “We developed the texture and color palette from a number of our best selling hand- scraped wood products.” Beyond specific looks, he pointed to Luminiere’s green attributes as another reason for its sales doing well. Whether it is EnviroCore, Shaw’s high-density- fiber core derived from recycled wood fiber, to a reduction in packaging material, “All Shaw laminate products are environmentally-responsible.” Tarkett The company’s North American Laminate Collection took center stage for Tarkett this year and Jeff Katz, director of laminate, residential, noted the line’s New Frontiers product saw “significant sales and consumer appeal.” The 10mm product features “premium decors,” he explained, in a 6-inch wide glossy or textured visual. “But a robust AC4 performance gives retailers the confidence to sell it.” Katz said the bulk of this business tends to be at the midrange price point and “we see the tonnage of laminate products continuing this way. But we’re seeing a growing trend toward the opening price points.” He called this “interesting, because these used to just be ‘Plain Jane’ styled and quality laminate, but we see more and more features being offered at that level— more colors and choice of textures— as well as some increased board thickness than before.” Wilsonart Last year’s Silken Finish launch is “performing very well,” noted Natalia Smith, product designer. The 5-inch beveled format is “a luxuriously elegant finish that offers a soft, lustrous sheen. This ultra-smooth, polished finish accentuates the natural grain and texture of each wood species.” Within the collection, she explained the style Flare Cherry is a top seller. “People are drawn to the warm brown with red undertones, and sapping in an amber to golden coloration. It’s a new and artistic take on the traditional North American species, and its sophisticated coloration creates movement and contrast, resulting in visual depth.” While Flare Cherry is the line’s top seller, Smith said because of the collection’s overall popularity, the company is adding three exotic visuals, giving the collection seven designs. “Exotics can create settings reminiscent of a treasured vacation spot, or simply bring a special flair to any space.” |