Article Number : 6578 |
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| Date | 4/25/2011 9:15:55 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=6578 |
| Abstract | By Emily Hooper While aging is often thought to bring wisdom and knowledge, each spring consumers are seduced by the promise of fresh starts and new beginnings. Though the season typically conjures imagery of nascency and verdure, this spring’s introductions are going for more of an aged, retro appeal. Antiquing and worn visuals are... |
| Article | By Emily Hooper While aging is often thought to bring wisdom and knowledge, each spring consumers are seduced by the promise of fresh starts and new beginnings. Though the season typically conjures imagery of nascency and verdure, this spring’s introductions are going for more of an aged, retro appeal. Antiquing and worn visuals are the decided trend, with a more refined finish than in seasons past. From proprietary anti-wear finishes to revolutionary warrantees, visual and value-added longevity is the key to the consumer’s category demands while still providing looks that inspire creativity and unique styling. Lauzon The mill is putting fashion first with a new line, Designer Elements, and product enhancements to the Line Art, Antique and Reserva collections. Developed for the designer market, Designer Elements uses hard maple to reinvent the look of red oak, said Daniel LeDuc, vice president of marketing. “Sophistication with flair for contrasts and maximum impact, to soothing influences from nature personalize each décor.” Additionally, a mineral blue color has been added to Line Art; a white tone in Camarillo complements Palomino in the Antique collection, and Cerralvo, a stain-free, torrified white oak was added to Reserva. “The goal is to elevate the in-store experience, making the selection of flooring enjoyable so consumers will share with their neighbors,” LeDuc said. The new products appeal to the emotional connection consumers have with color and enable her to make the right design choice for her lifestyle. “The most exciting part of it all for the consumer is she can express herself with collections from Lauzon, making flooring an exciting design element in the transformation of any house into a home.” The spring introductions feature the Polynium Plus with Titanium Traffic, a nanotechnology finish that provides transparency with resistance to wear. The mill’s FSC-certified wood also features Sunshield, a treatment that prevents yellowing due to UV rays, and Ultra-Fresh antimicrobial protection against microorganisms that cause odors, staining and deterioration. Mohawk The company that has most recently dabbled in specialty flooring like bamboo and reclaimed hardwood is bringing out Greyson for spring. Combining subtle distressed character with a low-luster, the multi-stain, antiquing process creates a timeworn visual, said Tammy Lawson, assistant brand manager, Mohawk Hard Surfaces. “Casual, aged styling hides blemishes that may occur over time, giving Greyson a lasting, timeless beauty.” An engineered product, it is manufactured with Mohawk’s PureBond Technology, eliminating additional formaldehyde emissions associated with UF adhesives. PureBond Technology produces flooring with lower formaldehyde emissions that may contribute to better indoor air quality compared to traditionally manufactured engineered hardwoods, Lawson added. Mullican A recent unveiling of a new solid hardwood collection, Meridian Pointe defines Mullican’s spring highlights. When coupled with its proprietary Aqua Shield installation system, the line carries a lifetime moisture warranty, resisting the effects of moisture that lead to warping, buckling or cupping. To qualify, consumers must install the mill’s Moisture Mat, a Meridian Pointe product, and provide Mullican with the job site’s environmental conditions such as room temperatures and humidity levels. “Meridian Pointe carries the hardwood industry’s first lifetime moisture warranty for a solid floor,” said Brian Greenwell, vice president, sales and marketing. “The floors are designed so that each plank can expand at the bottom if exposed to moisture without affecting the surface.” Released after four years of development, Mullican technicians tested the product for a year before spending another two in a university’s wood products research department. Greenwell said 2009 was spent on field studies of installations in high-risk humidity locations to see how the product performed. Meridian Pointe is available in 3-, 4- and 5-inch widths and five shades of oak. “Mullican’s new collection is a tremendous benefit to consumers, who, for the first time ever, are guaranteed a floor replacement if a Meridian Pointe product warps, buckles or cups over the life of their home,” Greenwell said. “Retailers benefit by being able to offer consumers an extremely reliable hardwood floor that is far less likely to generate customer complaints or installation callbacks.” Shaw Building on the success of its Epic hardwood line, Shaw is introducing additions and new widths. The new Landscapes collection comes in 7-inch widths of hickory and maple, four colors each. Three 5-inch selections are also available. “Capitalizing on the momentum from 2010, Epic’s already harder, denser, greener and tougher plank is widening appeal to the increasing interest and demand for wider boards,” said Kevin Thompson, Shaw’s hardwood category manager. “The combination of 7-inch widths and 59-inch lengths makes for an ultra-premium, high-end flooring product at competitive prices.” Acadian Heights and Panorama are also new to the Epic lines. Panorama features a multi-stain process and surface textures that portray the color variation and grain of hickory. Acadian Heights is a satin finish maple with Shaw’s ScufResist Platinum sealant. Shaw has also released two solid hardwoods: Mineral Bluff and Cape Ann. Both wire brushed, Mineral Bluff is an oak in reclamation visuals with competitive pricing for the remodel and new construction arenas, while Cape Ann is a hand-sanded oak in four colors. |