By K.J. Quinn
New finishing techniques and improved technologies have revived interest in cork over the past 10 years. Though representing only a small fraction of the overall floor covering market, cork is enjoying a surge in popularity driven largely by pent-up consumer demand. Coupled with the movement toward more green and sustainable products, experts say, and you have a product category poised for lift-off.

US Floors, producer of Natural Cork flooring, projects industry sales will grow more than 20% this year over 2005. What people are discovering is no other floor covering can match the combined benefits of cork. “Furthermore, through increasing acceptance of the category by specialty dealers, more advertising in consumer publications and the popularity of cork flooring—often resulting in the product being featured on TV shows—a lot of awareness is constantly being created,” said Piet Dossche, president and CEO.

A member of the beech family, the cork oak tree grows on farms in coastal regions of the Mediterranean and is harvested every nine to 11 years. Unlike most trees, where the primary value is derived from the lumber of the trunk, cork is actually obtained from the bark of the tree.

“Cork continues to realize healthy growth and will do so for many years to come as consumer awareness of this distinctive flooring rises,” Dossche said. “Comfort underfoot, aesthetic value, health enhancing, environmentally responsible, design oriented and affordability will continue to drive sales in the marketplace.”

Cork flooring specialist

Headquartered in Augusta, Ga., US Floors claims to be the foremost supplier of cork flooring in North America. It offers a variety of cork and bamboo to meet diverse marketplace demands. The Natural Cork line is seen in numerous residential applications, corporate quarters, offices, museums, libraries and houses of worship.

Products are marketed directly to a network of independent and associated dealers. These include, among others, Abbey Carpet, Carpet One, Color Tile, Flooring America, Floors to Go, GCO and Home Depot’s Expo Design Center.

Last year, US Floors bought Natural Cork. Dossche, the owner of US Floors, is the CEO of the combined companies while Natural Cork founder Philippe Erramuzpe serves as COO. Natural Cork is the brand name for cork products while other goods offered by the company—such as bamboo—are marketed under the Natural Floors label.

“Our exclusive alliances with two of the top manufacturers in Portugal provide us with the unique opportunity to be closely involved in product development,” Dossche said, “and be creative and responsive to the demands and needs of our customers and the American market.”

Flooring products

Although Natural Cork places great emphasis on tradition, it is still able to satisfy customer needs and meet current design trends. This year Natural Cork upgraded its products by incorporating additional benefits. For example, JointShield technology is applied during production to the edges of the floor panels. “With the JointShield technology, cork flooring will wear better in spite of possible spills and frequent moppings,” Dossche said. “JointShield protection completely seals the edges of the cork floor panels and makes them watertight.”

Natural Cork is the exclusive licensee in the U.S. for the use and application of Microban protection on cork flooring and underlayment. The technology prohibits mold and bacteria growth on cork floors and guarantees more longevity to the product itself. “For this reason, we also introduced a solution this year with Corkshield, a cork underlayment laminated with aluminum and treated with Microban,” Dossche said. “It is ideal for use with any engineered, floating floor.”

If that wasn’t enough, Natural Cork developed a Wear Enhancing Abrasion Resistance Finish, marketed as a new generation of finish that increases wear and scratch resistance without compromising flexibility. This anti-scratch finish is said to meet stringent European environmental regulations. “It will last three times longer than the traditional finishes applied on cork flooring,” Dossche said. “It does not contain any ceramic or aluminum oxide particles, making it aesthetically pleasant as well as easy to maintain and recoat if necessary.”

According to observers, the Natural Cork line offers a distinctive look, as well as soft and quiet feel. The flagship Natural Cork Parquet tile, a solid cork glue-down product, is available in the Classic Series of seven colors and patterns.

Natural Cork offers an economically priced floating floor plank called EcoCork, available in eight colors and patterns and featuring a high-density fiberboard center core with the Clic installation system. “EcoCork is harvested and manufactured according to the strict, ecologicially correct standards of all Natural Cork products,” Dossche said. “With all the expected benefits of cork flooring, EcoCork is quiet, warm, durable and beautiful.”

The Natural Cork Floating Floor system is comprised of 1 x 3-foot (nominal) planks consisting of three layers. The surface layer is 100% high-density cork with five coats of UV-cured acrylic finish that contains no volatile organic compounds. Planks are available in six Classic patterns and 12 Earth series designs.

Suggested uninstalled retail square-foot prices for Parquet tile are $5 to $6 and $6.50 to $8 for Floating Floor plank.

Retailers advise that cork flooring installations be performed by experienced “master mechanics” familiar with the product. “It’s an all-natural product and it’s alive, so there is a certain amount of movement,” one said. “When you’re installing it you have to be aware of that.”