Americans have always been a nostalgic bunch—classic rock, classic cars, Classic Coke and, in recent years, classic home furnishings that include wood floors.

Rustic, handscraped, distressed or whatever term you want to apply, the fact is this type of look in wood flooring is growing by leaps and bounds. So much so, some companies focus only on producing products with an Old World look—from floors to cabinetry and other interior needs.

“The demand by consumers for this category of home furnishings is increasing,” said Dick Idol, one of the most recognized names in rustic home décor.

According to industry experts, analysts and FCNews research, this segment now represents between 30% and 35% of all wood category sales. Many manufacturing executives note that rustics continue to grow at a very healthy pace, well into the double-digits each year for the past several years.

Interestingly, like many great advances, this “rash of rustics” started by accident. Up until the mid 1990s, wood floors were, in a sense, perfect. In other words, first quality or clear grade meant no knots, shade variations or mineral streaks. Boards containing “defects” were given labels such as character grade or cabin grade and were sold at substantial discounts just to unload them.

Then something strange happened in the late 1990s from a visit by the president of a wood mill to a commercial customer in New York who was seeking a lower price. In order to get the price down, the executive brought with him a mixed bag of boards— from clear grade pieces to ones with rustic defects. The client did not want the “defective” boards.

Back at the mill, the cabin grade pieces were dropped on the president’s desk, where they lay when a group of designers from Southern California came for a visit. “It was love at first sight,” and thus was born the beginning of the rustic movement.

The movement may have started out West, but by the turn of the century it had quickly spread throughout the country. In fact, some companies noted how “rustic sales drive our business in every region of the country.”

More options

While the traditional species—oak, maple, hickory and cherry—continue to make up the bulk of rustic looks, more options are coming online as consumers’ overall tastes in wood looks expand. For example, exotic species from all corners of the world are now being used for floors, and although consumers want the rich, unique look many of these woods offer, they also want them to have that worn, old feel to them.

As one manufacturer said, “There is no question the hottest areas in hardwood now are handscraped and exotics. It should come as no surprise that certain manufacturers would find a way to combine these into one product.”

Even though rustic products are made to look worn and old, when they were first introduced many were priced higher than typical first-grade products. Today, there are products for every price point, though companies warn that like every other low-end product, buyer beware.

With more global sources arising every day, it is worth thoroughly investigating your options. There will always be a product with a price that is lower than the last guy, but what has been compromised to achieve that: quality, consistency, availability or warranty? Will that source be there tomorrow if you have a problem? If you are a dealer, is your reputation worth saving a few cents?