By Roger Farabee Senior VP of marketing, Unilin Flooring
Domestic exotics such as hickory, maple and walnut are currently strong sellers. This sales trend is partially driven by the fact that the current economic conditions have decreased new home construction and we are now seeing the majority of hardwood flooring purchases being made by the replacement/remodel consumers. And domestic exotics are one of the looks most sought after by this consumer.

Some other reasons for the increasing popularity of domestic exotics:

1. Species of choice for the popular character/texture/rustic products: One reason domestic exotics are currently strong sellers is because hickory, maple and walnut are the species of choice for those seeking the character/texture/rustic looks toward which we are seeing the majority of the population gravitating. Thirty percent of purchases in the hardwood market today are for these types of products.

2. Able to meet the new quick-turn orders: In response to the current economic environment, more retailers and distributors are maintaining lower levels of inventory than in the past, requiring more rapid service. Domestic exotics are desirable products for retailers to carry in today’s market, because the lead time and financial commitment related to imported traditional exotic products do not accommodate the quick-turn requests as well as domestic exotics can.

3. Marry up positively with Lacey Act mandates: Domestic species are a virtually hassle-free inventory choice for retailers in a market environment that must now consider the newly expanded Lacey Act requirements.

4. Provide greater product quality: At all price points, American consumers will almost always demand quality. American manufacturers of products made from domestic woods have much more control over quality than those brands relying on imported raw materials or finished goods.

5. Popularity of “Made in the U.S.A.”: In the current economy, the American marketplace is seeing a resurgence of consumers placing renewed importance on the “Made in the USA” attribute of products. Domestic exotic flooring provides consumers with beautiful flooring for their home and also meets their preference to function as patrons of domestic products that keep capacity flowing at U.S. factories and keep Americans employed.