Armstrong’s Somerset is a solid wood floor pictured here in silver oak.

By Louis Iannaco
Over the past decade, engineered wood flooring has made significant gains in sales, popularity and technology. Many would say it is the advances in technology that has caused the segment’s rise in popularity therefore increasing its sales.

Whatever the reason, and increased education also has to be considered into the equation, engineered wood flooring is gaining ground on its solid counterpart.

On the differences between solid and engineered, many execs told FCNews the flexibility and versatility of engineered as well its environmental benefits have led to rising sales. According to Mohawk’s Brian Carson, president of hard surfaces; Bob Leahy, senior vice president, and Lindsey Waldrep, brand manager, wood/laminate, engineered products are generally more versatile in its installation (glue, staple, lock) and subfloor requirements (wood or concrete slab subfloors) while solid wood is generally stapled down over wood subfloors.

Generally, solid wood is thicker and has the benefit of reduced floor ‘bounce’ over wood subfloors, they explained. Engineered, due to its construction, will generally expand and contract less from moisture, making it more forgiving in wider widths and in areas of high humidity. And, due to its ply construction, it makes exotic species more affordable than in solids. However, solid still enjoys the perception of being ‘real,’ particularly in the northern regions.

Environmentally friendly

Dan Natkin, hardwood product manager for Mannington Mills, agreed on engineered’s versatility, and noted how the its popularity has been increasing over the past few years due to several factors including styling and design; installation flexibility, and environmental issues.

But, he stressed, the environmental issue is really what is becoming hot among consumers. “They often don’t realize engineered hardwoods use less of the tree versus a solid wood product, and also use less of the valuable face veneer for each plank. It’s a good point for retail salespeople to talk about, since the topic is becoming more important to the consumer.”

Luc Robitaille, vice president of marketing for Boa-Franc, parent company of Mirage, believes engineered is enjoying a big surge in popularity because of its installation flexibility. “It can be installed with a nail or staple down method and it can also be glued in some instances whereas a solid product can only be nailed down. Solid on the other hand is still very popular in the Northeast where construction methods and the climate are more appropriate for this type of product.”

David Wilkerson, Shaw Industries’ vice president of marketing, hard surfaces division, also believes engineered styles continue to increase in popularity because they can be installed successfully in virtually any home and are often more affordable than solid products. “Due to their layered constructions, they tolerate temperature, moisture and relative humidity changes much better than solid alternatives which makes them more functional and ‘forgiving’ as site conditions change during the course of a year. They can also be installed below grade and over concrete subfloors (using glue down methods), which further differentiates them from solid products.”

Most industry analysts report engineered floors now make up over 50% of pre-finished hardwood sales, he noted. While regional differences still account for what type of wood is used where, Wilkerson sees that as changing in favor of engineered wood as well. “The markets where solid products still hold a popularity advantage are the Northeast and Midwest where homes traditionally have wood subfloors. However, even these markets are embracing engineered products due to their superior moisture tolerance in combination with styling enhancements that are routinely offered on engineered constructions, such as wider planks and distressed surface textures.”

According to Jeff Sills, COO for Anderson Hardwood Floors, looking at the approximate breakdown of solid versus engineered region by region: Southeast is 20% solid, 80% engineered; Northeast is 65% solid, 35% engineered; Southwest is 15% solid, 85% engineered, Midwest is 65% solid, 35% engineered; Pacific Northwest is 60% solid, 40% engineered, and West Coast is 20% solid, 80% engineered. “We continue to see engineered gaining ground on solid in most every area of the country.”

Dick Quinlan, Armstrong’s general manager, wood products, said, “We currently estimate the overall market sales for 2006 of solid versus engineered at 60% solid, 40% engineered, with engineered gaining 1% to 2% share each year since 2001. Traditional solid markets have been shifting to more engineered while traditional engineered markets continue to sell primarily engineered products.”

Natkin also sees the rise of engineered wood occurring across the country, not just regionally. Pre-finished engineered is approaching 50% of the market, he noted. Regionally, in traditional slab markets (mostly in the South and the West), engineered accounts for as much as 80%. In the Northeast and Midwest it is quickly gaining share with contractors and consumers, due to its practical and aesthetic qualities in terms of installation flexibility and visual appeal.”

However, Mike Beavers, senior vice president of marketing for Anderson, believes that because many people want what has been used for generations, solid will still be choice number one. “Personal preference still plays a big role. Some people simply prefer a solid floor, sometimes just because it is what grandma had. Then again, geographically, some regions prefer solid hardwood. That is why we offer a complete line of engineered and an ample selection of solid.”

Education still key

The more salespeople and consumers learn about the attributes and benefits of engineered wood flooring its popularity and sales will grow even more. “At our design center in South Carolina, noted Sills and Beavers, Anderson continues to educate visitors about the advantages and disadvantages of both. “We feel when our visitors leave, they are prepared to answer most any question from their customers. Consumers are also more informed. Information available through the Internet has helped educate many consumers before they visit a showroom.

“Obviously, there are still folks who want a ‘real’ wood floor, meaning they want a solid wood floor,” they added. “There are also consumers who couldn’t tell the difference between engineered and laminate. That is why education is so important, both for the retail salesperson and the consumer to better understand that both engineered and solid wood floors are real wood, but one may be better suited for their particular jobsite than another, and why.”

According to John Patterson, vice president of sales and marketing for Scandian Wood Floors, “The industry has numerous educational opportunities provided by manufactures, distributors, associations and even the Internet. Access to information on wood flooring has grown expeditiously over the last decade. Training classes are offered on a national, regional and local level. Unfortunately, they’re conducted with less than a full class. It’s the responsibility of the individual to seek out those courses to expand their knowledge. Retail sales and product knowledge is critical as we fully understand that the retail salesperson controls the sale.”

The Mohawk execs said, “In all our new catalogs, we go over construction information to make sure consumers have the basics. In upcoming marketing pieces, we even explain refinishing options, pointing out solid floors can only be sanded to the nail pocket, which addresses the most prevalent myth in these floors. We believe salespeople do understand the differences and that many of the naysayers to engineered floors are slowly being converted due to installation and performance advantages.

Mannington’s Natkin noted, educating salespeople has been going very well for the mill. “Over the past couple years, we’ve focused more on education at the retail level. It’s been quite a successful effort. Salespeople at retail stores and in the builder segment have a much better understanding regarding engineered and its advantages over solids. In home centers, though, I don’t think this has fully carried through.

“Consumers actually look to educate themselves thanks to the abundance of information on the Internet,” he explained. “So, it’s our job as manufacturers to keep the information on our Web sites interesting, interactive and current, and to keep it simple enough so that they don’t come away with misconceptions.”

Robitaille agrees, noting education is a big part of the salespeople’s job. “They need to educate the consumer on the pros and cons of each technology. We have been very proactive to educate salespeople so they can convey all the information to their customers.”

There continues to be a misconception in many areas with consumers that only solid products are “real wood,” noted Wilkerson. “However, this perception is changing as more retail sales associates come to understand the ‘installability’ and styling advantages associated with engineered styles.”

Said Quinlan, “we spend a lot of time focusing on helping the end user. Our goal is to hold that consumer’s hand throughout the entire shopping process—a process consumers tell us is not fun. Ultimately, we want to send educated consumers to our loyal retailers—predisposed to our products and what makes them different. To the consumer, this means a fun, painless, quicker shopping experience, and to retailers, it’s a fast and easy sale and, ultimately and very importantly, a happy customer.”