Article Number : 5076 |
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| Date | 11/25/2009 9:38:06 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=5076 |
| Abstract | By Louis Iannaco While it’s been a trend for a few years now, the rustic look in hardwood flooring doesn’t look like it’s going away any time soon. The warm, aged and worn textured features of rustic wood continue to draw people yearning for that... |
| Article | By Louis Iannaco While it’s been a trend for a few years now, the rustic look in hardwood flooring doesn’t look like it’s going away any time soon. The warm, aged and worn textured features of rustic wood continue to draw people yearning for that Old World look in their homes, while dealers have many options to choose from as mills continue to follow the adage, “What is old is new again.” According to Dan Natkin, director of hardwood business for Mannington Mills, rustic woods, in one way or another, have been on the consumer’s radar screen for almost 10 years now. “They’ve evolved from heavily scraped and distressed looks to the more refined rustics we see today. Consumers gravitate toward this look because distressed looks bring a level of authenticity to a home that cannot be achieved with any other type of floor. Wood is the one category that continues to distinguish itself in appearance from the imitations.” Along with that look, he explained, comes an enhanced level of performance. “Rustics bridge the gap by creating an enticing visual that is more forgiving, and the little dings and dents it accumulates actually enhance the floor’s look whereas on others they’d be seen as imperfections.” Luc Robitaille, vice president of marking at Boa-Franc, maker of the Mirage brand, still sees a prominent trend toward the rustic look, especially in the remodeling market. “Consumers want to create the warm and cozy feel of the country but it can also be included in more contemporary designs.” He noted the rustic look is also very much in demand in the commercial market since such products are great to hide traffic wear. “Rustic products can represent higher sales margins to dealers, since consumers are prepared to pay for looks as well as quality.” As Shiva Menon, product manager for Armstrong Hardwood put it, the appeal of rustic floors is the variety of options that are available. “Distressed floors offer end users the look of antiqued visuals that work well in both contemporary and traditional settings. Sculpted or scraped floors offer the look of time worn floors often found in older mansions, upper end converted warehouse lofts and old castles. Color washed looks provide a unique visual of layered stains that offer a very high-end style found in many of today’s upper-end cabinetry and furniture.” All these looks are selected by consumers to design their homes to meet their specific taste and style. Distressed visuals continue to grow in all markets, he added, though some visuals have taken a greater hold in specific markets. “Hand sculpted and color wash products have their greatest popularity throughout the Southwest and California. Distressed visuals are more popular in the Southwest and Southeast markets. In the Northwest, Midwest and Northeast areas traditional smooth visuals continue to capture most of the market, but all of these new looks continue to expand in sales.” According to Dewevai Buchanan, vice president of hardwood for Columbia Flooring, what continues to drive the rustics trend is realism. “Today’s consumers have a desire for authenticity. They are gravitating to visuals that present wood in more of its ‘natural state,’ such as hardwood that is accented by the variations organically inherent in wood. Consumers like styles that bear uniqueness where no two planks are alike. Also, the markets’ desire for time-worn looks is a major driver making character/rustic wood so popular. Overall, consumers are seeking out character/rustic designs that enhance the depth and texture of a hardwood floor, adding richness and character to a home.” Dawn McElfresh, product manager for Homerwood Premium Hardwood Floors, said the term rustic is used in several definitions within the wood industry. “Some manufacturers may describe rustic to be a lower grade of wood. Others, such as HomerWood, concentrate only on a rustic styled product, and define it as traditional character flooring, a combination of clear, select and character boards that truly preserve and reveal all of the trees’ natural perfections, original markings, distinctive graining, and inherent characteristics. While some planks may feature an array of knots, splits or sap content, HomerWood takes special care to remove any defects that could weaken the product. The result is an elegant floor that reflects the greatest attributes of natural wood.” For Kevin Thompson, hardwood product category manager for Shaw Industries, end users like the natural look rustics provide. “It continues to be a very strong trend in all major markets. Consumers like rustic products for their comfort and natural feel. They give life and character to any space and can be used not just in rustic settings but in more formal situations as well.” He pointed to Shaw’s Epic and Grand Canyon products as being “just right for families with young kids and pets since they have built in forgiveness against dents, dings and scratches. The more these products are ‘lived on’ the more rustic they look.” Different techniques are being used to compliment the natural rustic characteristics, Thompson added. “In some cases these techniques are combined. Additionally, we are seeing an emerging trend of mixed widths.” While distressed looks continue to be popular, it is the more refined rustic that is now capturing the fancy of the end user and increasing market share. “The hand scraped trend has cooled off quite a bit over the course of the year,” said Robitaille, “while softer textured looks like the Mirage Sweet Memories series are increasingly popular.” Consumers are now looking for less distressing of the wood but want the character, wider boards, subtle color variations, knots and natural imperfections to recreate the appeal of old-fashioned flooring, he explained. “Our Sweet Memories products reproduce this authentic look using a unique variable staining process. This softer look makes the boards appear timeless and they are also easier to clean than traditional distressed and hand scraped products.” Natkin agrees with Robitaille, saying while trends pointing toward rustics continue to be popular, the products currently being offered are becoming slightly more subtle with multiple techniques being used to enhance the look. “Hand glazing, printing and embossing—layered with traditional scraping— create new and subtle twists on the traditional rustic look.” There is an evolution under way in surface treatments for hardwood, concluded Menon, and it translates into a wide range of choices. “At Armstrong, our newest wood products range from a rough-hewn hardwood— Rural Living—to polished— Century Estate. Earthy and sparkle/gloss now work together to create contrasts in texture and finish. Each plank can be unique, with an artisan’s touch; a modern blend of the handcrafted and contemporary; or the floor can be a flawless, polished serene surface.” |