By Sarah Zimmerman
Though numbers are down across the industry— both in dollars and units—there remains a sliver of hope in the hardwood segment: the high-end market. Many will tell you the money makers have been hit hardest in the past year, taking investment blows at a much larger rate than the average Joe. Yet it’s also this group that remains the most unaffected by the economic slump on a day-to-day basis, industry leaders said.

“The affluent consumer, though feeling the pressure of a struggling economy, continues going to the movies, grabbing a lunch with friends and investing in large-ticket items that hold increased value—which includes hardwood flooring,” they explained.

The following showcases some high-end hardwood highlights.

Anderson

Anderson points to three enablers moving the high-end arena forward—sustainability, style and technology—all of which is covered under its Exotic Impressions collection. “There is no need to sacrifice design for environmental responsibility,” said Don Finkell, president. “With Exotic Impressions you can have both.”

Utilizing its PermaColor technology—a process that adds through color to domestic species in Exotic Impressions without the use of stains, chemicals, pigments or solvents—the mill captures the allure of exotics without the environmental baggage, he noted. “Thanks to this exclusive, all-natural process, we can create one-of-a-kind floors from sustainable North American temperate hardwoods that still deliver the stunning, exotic designs today’s consumers are searching for.”

Armstrong

Different types of consumers walk through the door, said Paul Murfin, vice president of sales and distribution, “but the high-end shopper—who tends to still be out buying these days—is focused on fashion, style, quality and wants to make a unique statement as well as an investment in her home.”

He noted wood is one of the most important design elements in any home, and while nature may provide the inspiration, premium hardwood flooring is what brings individuality to design. “The high-end consumer is interested in distinctive colors and unique textures; she is most interested in quality, durability, originality and flexibility— the ability to accommodate personal expressions of individual style.”

Murfin explained there are several current trends in the category, but noted traditional U.S. species, including oak, but also domestic exotics like walnut, hickory and maple, remain most popular. He said Armstrong is staying strong in these offerings, launching 300 new SKUs across its hardwood line in June, exclusive to independent dealers.

One of the mill’s latest high-end intros is Homerwood Premium Hardwood, which includes trademarked character grade and Amish handscraped craftsmanship. And, T.Morton—another top-tier product line—features eclectic offerings in 79 unique styles in seven collections.

Elegance Exotic Wood

Lukasz Piatek, sales manager, drove home the importance today to cater to the high-end market. “Especially in a tougher economic climate, high-end markets stay strong, and high-end consumers are not hurting as bad financially. These are the people still shopping.”

He noted hardwood flooring traditionally was only for the high-end market, but in recent years has been mass produced and is now affordable to everyone. However, the high-end still differentiate themselves by replacing their floors more often, as they have become a true fashion statement.

He also noted high-end consumers are most interested in individual style and want to give back, so fashionable products that live up to environmental standards are promising. Elegance has ISO international certifications for both environmental and quality control and is compliant with the Lacey Act and CARB.

The mill is introducing two high-end maple lines this spring: The Victorian collection, which is a softer hand scraping than traditional; and Private Vineyard collection, a smooth engineered maple with a thick wear layer in numerous colors.

Lauzon

This high-end producer introduced several new products this winter in line with market trends. Vincent Dagnault, senior marketing director, pointed to “grain, green, wider planks, texture, color, a casual feel and the transformation of North American species” as top-of-mind themes end users are seeking.

“Grain is back,” he explained, noting all species showing a predominant grain are again popular—but not in the basic form, i.e. natural oak. In response, Lauzon launched its Red Oak Antique series, which features a “worn-out look in a top-quality product.”

Dagnault also stated the more green, the better. However, he noted even at the high-end consumers are not quite ready to pay more for this added attribute. “To show our consumers and industry we care, all of our solid hard maple is now FSC certified with no increased cost.”

And, concerning what’s trendy when it comes to plank size and color, he suggested wider widths and audacious colors. “People want to explore possibilities with wood—show off grain patterns or color variations,” he said. To appease the fashion-forward shopper, the mill offers a wide-plank black walnut and a “charcoal” stained Urbanite plank on three species.

Mannington

Betsy Amoroso, director of corporate communications, said this year high-end does not necessarily mean high price. “In today’s economy, high-end refers to the look of a product as much as anything else.”

Further explaining, Dan Natkin, director of hardwood business, said it’s ultimately this [high-end] segment that drives Mannington’s future style and design directions— not just for hardwood but across all categories. He said the high-end consumer typically knows what she wants in a “big-picture” sense but needs direction to help choose the specific product.

One of the producer’s latest offerings to entice this shopper is Antique Amberwood—a hardwood that combines an intricate print pattern with the natural grain patterns of Amberwood, Natkin said. “It’s got a slightly higher gloss level than more traditional products for an upscale look.”

He also mentioned a refined rustic line—Inverness—that continues to gain traction among the upper-end consumers.

Mirage

Luc Robitaille, vice president of marketing at Boa-Franc, makers of the Mirage brand, said exotic appeal is in right now—both in domestic and actual exotic species. “We’ve definitely seen a trend for products that have a global inspiration but use local species,” such as the mill’s new Breza Bali Coco from its World Aromas series. Mirage achieves this through a unique manufacturing process that brings out the natural pigments of the species for a “wide range of rich colors integral to the wood’s very fiber, as you would have with a true exotic,” Robitaille explained.

However, for those keen on sticking to the true foreign species, the supplier launched Ebony, Tawny and Ruby—the latest additions to its Exotic series—which reveal the beauty of Koubari, a member of the Jatoba family. “Africa and its wonders continue to influence the current ethnic chic trend and have inspired us to create these three new colors that are exactly what customers and designers are looking for,” Robitaille said. He pointed out, however, that all of Mirage’s exotics come from responsible suppliers with whom the mill has had a strong partnership for many years.