By Sarah Zimmerman
Though leather is not a newcomer to the industry— it has been used as a flooring treatment for thousands of years, dating back to 5000 BC—its recent evolution has taken it from a high-end niche product, to a more affordable luxury item.

“Despite the fact leather has been around for centuries, it has been reinvented and is in the infancy stage of its new product lifecycle,” said Peter Barretto, president of Torlys, which offers both an eco-engineered leather flooring and a recycled, formaldehyde-free, cork-backed Uniclic leather tile/plank. “Designers, architects and savvy consumers are very interested in the product and are early adopters.”

Arthur Edelman, founder of Edelman Leather, seconded the notion that leather’s appeal, though still a “niche market,” has grown tremendously over the past 10 years due to its quality, beauty and value. “People have been trading up, looking for real quality—for a product that gets more beautiful with time,” he said. “Leather handbags today cost thousands of dollars; a leather floor is a bargain.”

Christian Nadeau, CEO of EcoDomo, called the recent resurgence of leather the third in a natural progression following in the footsteps of the late 18th century and again in the 1950s. “There is once again a clear trend for leather in the marketplace,” he said, noting the natural evolution of the beauty and appeal of leather clothing and furniture now surfacing in the flooring industry.

Also noting the resurgence of leather, which is still in its infancy, Perry Coker, president of Lamett, agreed there is a genuine growing interest by the A&D community and consumers alike in the category. “We absolutely know from speaking with consumers there is a great amount of cache and perceived luxury when they see our leather flooring options, so now we must translate that into actual purchases.”

Selling luxury, value

So how does the segment intend to continue increasing awareness, availability and appeal? Karen Deel, Torlys brand manager, said the appeal for leather flooring— specifically Torlys—is multifaceted:

• Style and design: “Without the uniqueness of style, consumers wouldn’t be interested. Leather creates an original design statement; they are daring, distinctive, original and inspired.”

• Environmental benefits: “The eco-benefits of Torlys’ leather floors—made from 100% recycled leather, non hazardous and renewable—are a key element of today’s consumer appeal.”

• Durability: “Extending a floor’s useful life is another benefit. Torly’s leather floors are reusable and include a 25-year residential warranty.”

• Price: “These floors are becoming more and more affordable for people who want distinctively designed floors in their homes.”

Edelman also focuses on the inherent value leather holds across several playing fields as its differentiator. “It endures and endures,” he said, “and as it grows old, it continues to develop a natural patina. Style wise, you might consider it to be a proud possession.” He also pointed to its ease of installation, its simple maintenance, its environmental attributes and its personalized design abilities as value-added benefits.

Nadeau reinstated the category’s appeal, explaining, though the recycled nature of EcoDomo’s leather offerings— made from BMW car scraps— is attractive, “consumers purchase leather floors for the beauty and luxury. Its draw is in its unique esthetic appeal combined with the luxurious and sensual nature of the floor.”

He also noted EcoDomo’s ability to do custom sizes and finishes—top-stitching, laser engraving, medallions, mosaics and panels—for high-end applications as a stand-out selling point.

Expanding on this, Lamett’s Coker noted all consumers want a unique floor that can differentiate their homes; leather fills this desire. “By providing a simpler means of installation—click boards—by providing many décor options and visuals—variety of colors, manipulated surface textures, etc.—and by providing a luxury product at a reasonable cost, Lamett feels strongly that we can help establish and grow this category with mainstream retailers and consumers.”