This year the hard surface flooring trend seems not to be focused on a specific product, but rather a fresh mindset. Many consumers are straying away from tradition and exploring new techniques, colors and materials. Three popular new approaches this year include an increase in laminate and stone, environmentally friendly options and exotic flooring species.

“It’s a very exciting time for our industry,” said Don Cybalski, senior creative director for Pergo. “Consumers are getting it. Rather than thinking of the floor in a purely functional way, they are viewing it as a sort of ‘fifth wall’ and incorporating it into their overall design schemes.”

This year expect a shift from traditional hardwood flooring, such as oak and maple, to more unusual specimens. “Brazilian cherry was a hot seller in the last two years, and now we are seeing more exotic species finding their way to market such as toona, tigerwood and taun,” said Rob Banks, vice president of Build-Direct. This transfer provides a vastly more extensive design world for buyers, builders, developers and do-it-yourselfers.

Another reason there is an amplified demand for non-oak floors is the growing trend of open floor plans in homes. “Consumers are coordinating floors with cabinetry, woodwork and furniture to achieve a smooth transition from room to room,” Cybalski said. Though oak is still number one, he noted Pergo’s top-10 list now includes light beech, butternut, maple and even dark cherry.

In terms of product types, Cybalski said laminate is expected to continue its impressive growth record in 2007. The increased popularity, he said, is due to the amazing realism offered in today’s laminates.

With advanced technologies, laminate flooring looks and feels more like real hardwood and is often mistaken for high-end hardwood flooring. Laminate is also easy to install and maintain and provides high wearability compared to other flooring options.

Finally, there has been a largely growing demand for environmentally friendly, “green” flooring, Banks explained. As buyers place more importance on products from renewable resources, the industry is consciously expanding its options in this area. “Bamboo has already become a significant part of the flooring market, largely because of its environmental benefits. As a fast growing grass plant that is not harmed by harvesting, bamboo is clearly one of the best flooring choices available from an eco-friendly standpoint. Now that we are seeing a growing selection of widths, colors and types of bamboo become available we certainly expect this demand to keep growing.

“Coco Palm is another trendy green selection,” he added. “We think Coco Palm has the potential to really catch on in 2007, particularly in California, which is leading the demand for more environmentally friendly products.”