By Sarah Zimmerman
Fashion fundamentals were at the forefront of the hardwood segment’s introductions at this year’s Surfaces as reported in the last issue ( FCNews Feb. 11/18).

Answering the call for longer, wider planks, exotic applications and increased color and texture, Surfaces wood exhibitors focused on aesthetics and variety complimented with a twist of green.

“Today’s shoppers are seeking diversity,” said Barbara Manivet, marketing coordinator for Mercier. And, that’s the company’s focus—variety and choice—offering several species, colors, widths and gloss levels. “We allow customers to mix and match, providing nearly 3,000 separate combinations to customize her specific decorating wants and tastes.”

Expanding customer selection even further, Mercier introduced two wider plank sizes—5 ½ and 6 ½ inch—in its engineered offerings, as well as a new matte finish gloss level— providing a more natural, authentic look—available on every product.

Manivet noted these introductions alone mean the potential for 800 new products. The company also offered an add-on tower display to highlight the new wider planks.

Also upping its aesthetics, Mannington introduced Atlantis Prestige. Available in lengths up to 7 feet, the new exotic collection is also 5.16 inches wide with a 3.2mm sawn face and is available in a total of five different species.

“The unique styling of the collection unlocks the mysterious beauty contained in its five exotic species and helps homeowners create a tropical oasis in any room,” said Dan Natkin, director of hardwood. The company also introduced four looks—Glenmore Hickory, Scottish Amberwood, Wiltshire Walnut and Stonehenge Walnut—into its already successful Inverness collection. “The marketplace has been hungry for hardwoods that are fresh and new, and we think that these provide just that,” Natkin explained.

Combining something old with something new, Mirage introduced products into its sustainable development marketing approach—including environmental integrity, social equity and economic efficiency— which remained prominent at this year’s show.

“Sustaining the environment calls for a much broader approach than simply stamping green on your product box,” said Chris Thompson, vice president Maestro Quattro display, which promotes Mirage’s full line of hardwood offerings.

Another company keen on keeping it green this year was Torlys, which introduced TerraWood, its all-wood alternative to laminate. “Consumers today expect floors on the market to have underlying environmental benefits,” said Tino Couto, senior product development manager. “It’s not enough to keep producing new styles and colors in the same old formats. TerraWood has all the wonderful performance benefits of laminate, the rich, warm feel of natural wood and a recycled wood composition that consumers find appealing.”

Designed specifically for the North American market, TerraWood is an all-wood composition product with the company’s Smart Core and a surface visual imprinted with state-of-the-art printing technology. The product collection is available in 18 styles and a variety of colors and textures.

Mullican Flooring added quantity to its quality introducing and expanding six collections to meet today’s demanding market.

Brand new is the Nature Collection—a 3/4-inch solid prefinished product that offers an ppealing grain pattern. “This line includes the character that makes wood a unique flooring option—knots, mineral streaks and color variation,” said Brian Greenwell, vice president of sales and marketing, who noted Hickory was the show’s attention grabber at Mullican’s booth.

The company also added widths and five colors to its Muirfield collection, 10 new colors to its NorthePoint line, five new colors and species into its Chalmette offering, six colors to its maple and birch offerings in the HillShire collection and three new exotics in its MeadowBrooke line.

Mullican also showcased a new, 36-inch, compact display, The Selector.