By Emily Hooper
Hardwood has long had a reputation for being higher-end, almost a symbol of status. It raises the value of a home, and adds beauty and warmth. But when the economy crashed, so did hardwood prices. In order to capture sales, companies slashed prices so low that hardwood became accessible for nearly all types of buyers.

However, a distinction still remains in higher-end wood floors. Customization and visual options, sourcing and product quality all remain distinguishing factors in creating the upper echelon.

Retailers benefit from selling high-end products in the long run. Dan Natkin, director of hardwood business at Mannington, doesn’t think the consumer shops on a price basis alone. “The consumer doesn’t walk into the showroom looking for the cheapest floor she can find. She’s looking to transform her home and the higher-end products tend to be the most distinctive and will have the most impact in the space.”

Columbia

For the mill, the Chatham collection meets the need for higher-end character looks. Walnut, cherry, maple, ash and hickory make up 13 SKUs with high shade variation with sculpted edges and ends. The collection is available in ¾-inch solid and ½-inch-thick engineered planks.

“The Chatham collection offers the beauty and character of an aged hardwood floor,” said Dewevai Buchanan, vice president of hardwood. “Special finishing effects give the appearance of a floor worn to a perfect patina, and authenticity is found in the subtly contoured surface and lightly scraped edges.”

HomerWood

“Premium products, such as HomerWood hardwood flooring, command a higher price in direct correlation to the costs involved to produce our one-of-a-kind floors,” said Dawn McElfresh, product manager. Simple economics dictate higher pricing for less readily available products, but what makes the mill’s floors so unique? “Costs include a hands-on approach to the line, domestic lumber and manufacturing, and the utmost attention to quality.”

She elaborated that HomerWood is harvested from Appalachian forests in Pennsylvania and hand-scraped by Amish artisans. Boards are also hand selected with smoked visuals and offer construction options including ¾-inch solid and 5/8-inch, lengths up to 7 feet and widths up to 6 inches. “Our flooring includes clear and character boards for a truly unique visual that allows nature to customize your floor,” McElfresh said.

Mannington

The Inverness line crowns the king of product at Mannington Mills. In the collection, each plank is individually scraped, glazed and character marked by hand, said Dan Natkin, director of hardwood business. Handmade detail makes each board unique. “Stonehenge Walnut is a particularly desirable look,” Natkin said. “Its whitewashed appearance is unique and offers a fresh and modern, yet traditional visual that goes with many decorating styles.”

Aside from marketing, consumers are naturally attracted to appealing, beautiful visuals. “The consumer is pre-disposed to liking the best looks,” Natkin said. “A retailer who immediately tries to sell her the least expensive product is leaving gross sales and margin on the table.”

Mirage

The mill touts its Alive series as a higher-end hardwood floor. Constructed of red oak, a specie recognized as more traditional, the Alive series stands out because of the lightly brushed look, said Luc Robitaille, vice president of marketing. “The manufacturing process reproduces a naturally lived-in look with distinctive personality built right in without the years of waiting.” Other unique characteristics are pronounced color variations and uneven texturing.

Further customization is achieved through several color ways. Isla, a white sand color, harmonizes with a seaside décor. Terra, an earthy brown, has more of a country appeal, and Urbana, a gray-brown blend, suits an urban aesthetic.

For extended coverage, visit Hardwood Features online at fcnews.net.