BY MILTON GOODWIN
Vice president, laminate and ceramics, Armstrong
Laminate keeps turning up in more places. Want to know why? And want to know what to tell your customers about decorating with this newest flooring category? Here are some basic questions and answers.

1. WHAT MAKES LAMINATE SO APPEALING? Laminate allows you to get the look and feel of rare, exotic wood or expensive stone at a fraction of the cost with none of the drawbacks of natural materials. Laminate’s uncanny ability to deliver the look of wood, stone, brick and ceramic tile is made possible by highly detailed photography of the original. Be aware of which manufacturers have the most compelling and realistic looking laminates on the market.

2. HOW TOUGH IS LAMINATE? Laminate flooring is extremely durable and, in fact, is much less apt to scratch than wood. (Unlike hardwood flooring, laminate is designed so as not to need refinishing or recoating.)

3. WHAT’S NEW IN DESIGNS? In addition to a constantly expanding collection of fashions, including exotic woods, today’s more luxurious laminate is enhanced by embossing techniques and high-definition imagery. You can offer your customer everything from new filled-face wood finishes to rustics and from handscraped to white washed wood looks — even surfaces that are anti-bacterial!

4. WHAT ARE SOME ADVANTAGES TO USING LAMINATE RATHER THAN REAL WOOD? Laminate is certainly an environmental option—it is a photo of the tree, and not the real tree. Made from wood fibers and wood chips using 95% of the tree—basically everything except the bark—laminate offers greater utilization of the tree than other wood flooring products.

5. HOW DO YOU GET THE FASTEST INSTALLATION? Glueless and locking laminates mean easier, faster installation for the dealer. And, you not only save time and money, but it’s better for the environment. Retailers have recognized how locking systems have significantly changed the installation method of choice for laminate floors over the last few years. Dealers were smart— and quick—to recognize the profit in glueless laminate. But remember, not all locking mechanisms are created equal. Make sure yours does not require tapping. Tapping locks come with the potential for damaging the ends of boards when you tap them.

6. HOW DO I WEIGH THE PROS AND CONS OF LAMINATE FLOORING? Start with the fact that laminate is long lasting, easy to clean and maintain, child and pet sensible, environmentally responsible and easy to install. Ultimately, it’s all about fashion, and laminate continues to broaden its fashion horizons. Be mindful that laminate cannot be refinished and needs proper underlayment to eliminate the “hollow” sound.

7. WHERE CAN I USE LAMINATE? Laminate can be used in any room, including spaces below grade, like a basement. All laminate floors have some sensitivity to moisture and should not be used in areas subject to flooding. But, by taking precautions, much of today’s better laminate can even be used in the bathroom.