WASHINGTON—The North American Laminate Flooring Association (NALFA) is reaching out to members and non-members to embrace the organization’s Seal of Certification as the symbol for quality in the laminate flooring industry. This is in response to forecasts that call for the laminate category to double by 2009.

“Although NALFA has been a presence in the industry for almost 10 years, there remains manufacturers that are not promoting quality control in the industry, and as the number of products available continues to increase, the need for standards becomes more critical,” said Bill Dearing, NALFA’s president. “We are urging our members to proudly display the NALFA Seal of Certification on their product packaging and asking non-members to step up to our standards.”

According to a recent study conducted by a national publication, consumers are experiencing inconsistent quality among laminate flooring products, which could create a perception of “cheap” product. Quality measures are important to aid both consumers and retailers in distinguishing between the vast number of products. “It is the vision of NALFA to see its certification recognized across the industry by manufacturers, retailers and, ultimately, by the consumer as an instant sign of quality,” Dearing said.

The NALFA Seal of Certification on a product’s packaging will give that product an instant advantage. By promoting the seal, manufacturers producing certified products can be confident retailers and consumers are going to recognize the quality of their product.

According to the study, retailers have tremendous potential for influencing purchases, and the majority of this group attributes product reliability and quality as key factors in their decision to sell/promote a particular brand or manufacturer of laminate flooring. By displaying the NALFA Seal of Certification on certified products, retailers will know it is a quality product and would be more likely to promote it.

When laminate flooring was introduced to the United States in the early ’90s, the demand for the product was greater than any other flooring product had experienced in the U.S., and the industry continues to grow at a substantial rate, Dearing said. Currently, the U.S. flooring market consists of approximately 61% carpet, 8% vinyl, 13% ceramic tile, 11% hardwood and 7% laminate.

According to a recent hard surface flooring study conducted by the Freedonia Group, the U.S. demand for laminate flooring is expected to overtake hardwood floors. This growth is expected to come at the expense of carpet and vinyl, and is attributed to consumers’ desires for high-end, environmentally responsible products in their homes.

For more information, call NALFA at 202.785.9500.