By Sarah Zimmerman
Green was definitely a theme among the tree dwellers—hardwood exhibitors—at Surfaces. From faux-foliage-lined booths to fashion-forward exotics to the latest in marketing, the wood segment’s eco-conscious attitude heads up business in 2008 with styling trends transitioning to wider planks with added texture.

Pushing the environmental envelope since 1988, Anderson is looking to reclaim its ownership of green 20 years later. “We have been doing this for so long now—tighter guidelines for logging than the industry standard, all engineered products use 100% of the log, we’re the first to do water-based finishes—we want to continue demanding more from the industry,” said Allie Finkell, sales manager, Northeastern district.

And, Anderson’s tree-lined exhibit booth did just that by putting the focus on its latest eco-friendly offerings. The company launched four lines under its Appalachian and Anderson brands. The collections were appropriately titled Casa Verde and Mason Vert, respectively, meaning green house, and offered competitive price points. “We now offer green products with green prices comparative to other products in the market.” Introductions included a rich, smokey birch offering; a lighter desert-like hickory, and a deeper, darker oak.

Finkell also noted the company’s patented coloring process—PermaColor. “PermaColor is a proprietary process we use that naturally changes the color of a product’s veneer, another green attribute of Anderson.”

Aimed at the exotic customer, Mannington introduced Atlantis Prestige—a collection of hardwood comprised of five exotic species in longer, wider offerings. “Available in lengths up to 7 feet, Atlantis Prestige planks are 5.16 inches wide and provide tropical oasis in any room,” said Dan Natkin, director of hardwood.

Mannington also added four new looks to its already successful Inverness collection. Characterized by authentic texture and glazed edge treatments, the collection offers a depth and craftsmanship unmatched in ordinary hardwood flooring, Natkin noted.

“The marketplace has been hungry for hardwoods that are fresh and new. In addition, in a tight market like we’ve been experiencing, others hunker down and cut back on new products. But, we’re a fashion business, and we believe it’s important to invest in fashionforward trends.”

Also aimed at style and design, Ark Floors brought four new collections to the U.S. market— Artistic, Elegant Exotic, American Heartland and French. An eclectic mix offering a variety of visuals, the lines include mostly exotic, solid and engineered products with a distressed look or French bleed.

“We’re looking to give the consumer something you just don’t see everyday,” said Laurie Sanfilippo, marketing manager. “We try to offer a focused product mix in line with what the market is calling for, aimed at bringing exotics to mainstream.”

In doing so, the company makes sure to promote its eco-awareness as well, noting it practices responsible forestry and its products are FSC certified. “We, like everyone else in the industry, have a responsibility to put green out there not only because it helps the consumer but simply because it’s the right thing to do,” Sanfilippo said.

Always leaning toward green with cork and bamboo as its flagship offerings, Natural Cork launched an environment-focused product vehicle called the “Green Island” display.

Deborah Hardin, vice president of sales, said the company conceptualized the display unit to separate and showcase the green category. “This display works two ways: It’s a silent salesman—a customer may not know she wants green until this catches her eye—and if a consumer specifically asks for green, this is the perfect alternative display.”

The Green Island showcases five product displays in a circle including bamboo, linoleum and cork premier products. Moving on to another vehicle, M Max Windsor refers to itself as the Rolls-Royce of hardwood floors. And, Khelin Young, general manager, said the company can claim this because it’s done its homework. “To be a market leader you either have to offer the best product, the best price or provide total solutions. We focus on all three.”

The company introduced two collections at Surfaces— Elite and Windsor. The Elite Collection, which is an FSC-certified, green product, features 5- and 7-inch-wide maple planks in eight colors. Enhancing its fashion focus, 50% of the planks are offered in a 6-foot length.

The Windsor Collection consists of both smooth and handscraped prefinished birch plywood. Khelin said the advantage of these products is the entire floor can be installed with no tapping blocks. “It fits together like butter.”

As for Arborcraft’s advantage, Wendy McIlquham, director of marketing, pointed to fashion magazine-inspired introductions and the rebirth of the Harris brand as the company’s token. “The response to the reintroduction of the Harris brand has been phenomenal. Surfaces has been sort of our coming out party, and we’re pushing the fashion edge— color and texture.”

The company showcased several new collections to get the party started.

Colorcraft Distressed wood was one of its biggest hits. Available in 13 colors, the engineered platform portrayed a wider-planked painted wood look as seen in catalogs like Pottery Barn. “Everyone loves this visual,” McIlquham said. “It’s the leading edge on the distressed, colored appearance.”

The company also highlighted Beacon Hill—a 3/8-inch engineered platform—Rocky Mountain handscraped—available in four species—and American Exotics—an entry-level, character maple product. “We’re offering a nice breadth of products from entry level to exotic upgrades.”