By Matthew Spieler
Not long ago, in the Sands & Expo Convention Center in Las Vegas a new hope emerged for the industry: laminate flooring. From the mid 1990s to early 2000s manufacturers flocked to Surfaces and waged a marketing war as they sought to gain victory over each other and the more established flooring categories.

The major battleground was the Surfaces show floor as laminate mills filled the halls with large, two-story booths, stuntmen dangling from crystal chandeliers, trucks “crashing through” exhibit walls, celebrities and athletes drawing attendees with the lure of autograph and photo opportunities, overflowing fish tanks and bathtubs, and other outwardly displays of showmanship.

This pull-no-punches attitude went on for a number of years and dominated Surfaces to the point an industry newcomer or outsider would think laminate was the market share leader—even though, at the time, it held less than 5% of the market.

Well, a two-year economic slump with no end in sight, coupled with a pipeline filled to overcapacity meant all the bells and whistles were gone from laminate booths at this year’s Surfaces. Fact is, the extracurricular marketing activity was absent from nearly all the 700- plus companies at the show, but for a category most known for its extravagance, the silence was deafening.

This did not mean laminate manufacturers did not have anything to offer; instead they took a more realistic approach to their introductions as opposed to years past. Rather than coming out with sweeping product launches across all price points with at least one line boasting some type of new technological advancement, companies focused more on either expanding popular collections or adding one or two products to round out an existing offering.

The following is a look at what some of the major, and not so major, laminate mills had to offer at Surfaces.

Armstrong/Bruce

Milton Goodwin, vice president, product management laminate and ceramic, said not only does the mill offer the two most powerful consumer brand names in hard surface flooring, the combined Bruce and Armstrong laminate offering is the largest in the world.

But it’s not the amount that matters it is how the product looks and performs— and nowadays more on the looks. “Everyone knows the inherent durability of laminate flooring,” he said. “We are now passing the market in realistic visuals.”

To that end, Armstrong launched the American Home Elite Plank line under the Bruce umbrella. Goodwin said it replicates “America’s most-cherished hardwoods.” Individual planks create the look of sanded and finished solid hardwood. Unfilled face and gloss level are comparable to its real hardwood counterpart, Bruce Hardwood Natural Choice. The realism is carried through by the floor’s real-life wood widths, so each plank is its own distinct visual. The 5-inchwide planks are available in 10 colors and eight species.

The Armstrong’s brand Grand Illusions has also received “mainstream American” add-ons, he added, with the addition of five new domestic species: maple, hickory, oak, apple and walnut. The new collection offers a subtle gloss level as compared with existing Grand Illusions tropical exotic products, reflecting the fine finish options popularized by domestic hardwoods.

Faus

Jane Little, director of marketing, said while the mill had no “major” launches, it instead concentrated on two new offerings that help give dealers not just a more complete portfolio but in the tradition of Faus, products that are both unique and innovative.

For example, its new Parquet Light X. Historically, she explained, parquet was developed to open up the possibility of having decorative wooden floors in the homes of the wealthy, and many builders seized the technique both because it was unique and because the floors were lasting, durable and beautiful. For homeowners, though, using parquet tile, the installation typically can be accomplished with a few days of hard work.

“With our new pattern,” Little explained, “installation is literally just a few clicks away and with the same beautiful pattern without compromising the durability.”

American Cherry is Faus’ other feature product. Cherry is rated one of the favorites, she said, because of its “beautiful soft over-tones and design versatility—it has warmth, personality and charm.”

It is available in three colors— Natural, Cinnamon and Whiskey—and features a furniture-finish quality, Little noted.

Formica/ Kronotex

Three new tile collections highlighted the Formica booth while a new premium collection was the focus at parent company Krontoex’ booth.

Ken Peden, COO of Kronotex USA, said the new Formica products “are completely unique to our current lineup. We saw a need for a fresh approach to tile and we’ve done the required research and development to create a line that consumers want and from which retailers can profit.”

First is Gianna, which features three 12.68-inch-wide tiles per 50.71-inch-long plank and comes in Smoky Beige and Dapple Grey. The other two—Ambra and Venetia— are modular patterns composed of a variety of different sized and shaped tiles. Ambra is available in Organic, Color Burst and Ivory Coast, while Venetia comes in Smoky Topaz, Baked Earth and Pumice.

Under the Kronotex label, the new Beaufort collection “surpasses all existing products under the brand in both presentation and durability,” Peden noted. “This is the first 12mm product offered in the Kronotex lineup.

The line consists of long, narrow planks with onestrip visual of either Sacramento Pine, Walnut, Magona and Stable Oak. Beaufort features the mill’s new Drop and Lock installation system and comes with a 30-year residential warranty.

Lamett

The U.S. division of Chinafloors had a number of offerings to help distributors and retailers differentiate themselves in the market.

First and foremost was the company’s TruEdge pressed bevel. Perry Coker, president of Lamett North America, explained while the bevels from other laminate companies “have the artificial shape of a ‘v,’ Lamett’s TruEdge natural bevel is a rounded type of bevel that emulates the visual of the rolled edge of real wood flooring. Moreover, there is no HDF exposed like a traditional Vgroove plank.”

Coker said Lamett is the first company to bring to market true synchronized embossing (EIR) in combination with the natural bevel technology on a wood grain pattern. “To achieve this, a great amount of detail and precision is required. Lamett’s advanced production methods and technology allow this unique feature.

“Other manufacturers in the West use continuous press lines,” he added, “and, at this stage, are not able to produce the EIR in combination with a natural pressed bevel in one step on wood patterns.”

Lamipro/Trimpro

Celebrating its one-year anniversary in the U.S., Pete Ciganovich, executive vice president, said the company was continuing its philosophy from 2008 by “catering to a real high-end style but at a more affordable price. The consumer is looking to get more from her budget. She wants high fashion and value.”

It is this reasoning, combined with a down economy, that he feels laminate will see increases in the residential replacement sector, which should be a help to retailers. The company continued to offer floors under the Lamipro name in exotic looks and the high-end piano finish look, along with a complete set of moldings and transitions under the Trimpro brand.

Ciganovich said the company was expanding its U.S. presence this year in two ways—by adding distribution/service centers, such as in the Chicago and Los Angeles areas as well as in Oklahoma City, and by expanding its main warehouse capabilities in Dalton. “We’re seeking property up to 65,000 square feet.”

Mannington

Recognizing the change in consumer buying habits, David Sheehan, director of laminate and resilient, noted, “We’re putting some weight at the mid-range with our ’09 intros.”

He said three goals were highlighted by the mill: leverage the success of last year’s Time Crafted Maple and its Variable Edge Technology, leverage “our modular tile advantage, and get into the high-clarity business.”

To meet these objectives, Mannington did the following: It first introduced Time Crafted Walnut, the companion piece to Time Crafted Maple and available in three colors—vintage, classic and heirloom.

For tile, the mill introduced Mojave Slate as a follow-up to its popular Adirondack product. Mojave uses Mannington’s 5- color ink process to add depth and realism, Sheehan explained. “The product is available in three colors—sand dune, tumbleweed and oasis—and has endless installation options.”

Lastly is Zanzibar, Mannington’s first handscraped rustic pattern in the Coordinations line. The 2-strip, 8-inch-wide plank is offered in saffron and paprika.

Quick•Step

With the ability to now produce the popular high-gloss finish at its U.S. facility, Quick•Step introduced the Allustra collection of exotics as well as the Scuptique line of softly handscraped rustic decors. In addition, its best selling Quadra stone and tile look collection received a modern cement look.

Quick•Step also announced its parent company, Unilin, developed the ScratchGuard Advanced Finish Protection for select products in all its laminate brands, which also include Mohawk and Columbia.

Roger Farabee, senior vice president of marketing for both Unilin and Quick•Step, said each of the new products “hit on today’s most sought-after design looks. Allustra highlights some of the world’s most exotic looks—Zebrano and Afrormosia, for example—with a glossy finish to achieve a lustrous elegance. Sculptique’s hand scraped, time-worn looks add the traditional warmth many homeowners are seeking in an extra wide—61/8-inch—plank. And the new Quadra product offers a sleek, modern design element through Quick•Step’s five-color printing process.”

Farabee added the new finish protection developed by Unilin “takes our already superior level of resistance even better.” The proprietary innovation increases a floor’s resistance to abrasions by preventing the minor scratches caused by routine dust and dirt, which can dull a product’s surface over time.

Torlys

As the company continues a push to reduce its environmental footprint, it announced a complete overhaul of its laminate offerings. Jon Kocemba, vice president of marketing, said a spring launch of a “progressive line of eco-engineered laminates will be introduced.”

The new line, consisting of 40 SKUs and a new Smart Core made with a minimum 74% recycled wood fiber, “fits with our philosophy,” he explained. “Rethink and reduce our ecological footprint, raise the bar for quality and value and create floors that have a ‘wow’ factor in the retail showroom.”

Being added to Torlys’ mid-to upper-end lines is Manhattan in both exotic and domestic wood designs. Featuring a square edge in 2- and 3-strip planks, it comes in eight colors. For the entry level, there is Pier 7, featuring six exotic and domestic designs. “This is the product when budget is important,” Kocemba noted.

Välinge

Though it is not technically a manufacturer of flooring, the company is responsible for many of the innovations that are prevalent in today’s laminate products, most notably mechanical locking systems.

Two of its newest inventions that were being shown at Surfaces were the development of Wood Fiber or Solid Laminate flooring and Solid Edge.

Unlike traditional laminate flooring, Wood Fiber uses no décor papers or overlays. Rather, the top layer is made from recycled wood dust particles obtained during the milling process. These particles are pressed together in such a way as to form a solid structure, especially with the addition of other hard particles such as aluminum oxide.

Claes Wennerth, Välinge’s North American representative, said the concept can adapt to multiple applications and “is not limited by design.”

With Solid Edge, the company has developed a method to create a bevel by bending the edge and compressing the HDF underneath so it features the same protective and decorative aspects of the design.