By Matthew Spieler
Sales of high-end products may be coming back based on various corporate reports but in the laminate category they have remained constant as consumers do not want to sacrifice either looks or performance for price.

“While it’s true consumers are searching for greater value,” explained George Kelley, CEO of Pergo, N.A., “it does not mean the majority of them are truly interested in sacrificing superior design and performance to buy a cheaply made product.”

As a result, David Sheehan, vice president of Mannington’s laminate and resilient business, noted, “The high-end laminate business continues to thrive. Consumers see increased value in the product due to the huge advancements in styling capabilities over the past few years while still performing exceptionally well, and—even at the high end of the line—are priced less.”

Manufacturers echo what many sales and marketing experts tout, that selling high-end products not only separates dealers from the pack, it allows them to earn higher profits as the margins on these goods are better.

With that, FCNews surveyed some of the main laminate players in the high-end sector to see what products are driving the business:

Armstrong/Bruce

Milton Goodwin, vice president product management, laminate and ceramic, said in wood looks it is New England Long Plank from Armstrong and Sapele Long Plank from Bruce; and in tile visuals it is Weathered Way and Limestone, both from Armstrong.

“Long planks’ time has finally come,” he noted. “It is one of the hottest trends on the West Coast moving quickly to the East.” “Tile visuals,” Goodwin added, “have always been popular in laminate and one of Armstrong’s best selling products. The new designs are the most realistic we’ve ever done.”

Faus

Cottage Stone is not only a high-end product, it is also one of Faus’ most successful SKUs, noted Craig Stromer, director of sales.

“What is different about it is the multi-direction technology. The tile pattern continues uninterrupted across the seams between planks—in both directions. This unique technology helps create a floor with virtually invisible seams between. For 2010 we expanded this line with Cottage Travertine in Ecru and Sandstone.

Also new is Walnut Windsor, which has a new “convex surface,” he explained. “This is an extension of embossed in-register… and creates a three dimensional design.”

Formica

Two of the mill’s upper-end products Quintessa and Mirabella, “have held their own in a tough economy,” said Fred Giuggio, vice president, while the new Messina launch was one of Formica’s “most successful product launches.”

Messina is “Formica at its best,” he noted. The eight SKUs feature Formica’s new Vibrant Finish and the 5G locking system. “The positioning in our new Premier Display and the aggressive price point has put Messina in the high-end category, while still providing a mark-up to the retailer.”

The top-end Quintessa not only features Formica’s best attributes, he explained, such as 12mm thick construction and the FormiLock Plus installation system, it is “one of our best selling collections, with Valhalla Birch as the No. 1 selling visual.”

Mannington

Sheehan said Lousiville Hickory, first introduced at Surfaces 2006 “continues to top the charts.” One of the first beveled-edge planks in the industry, the product also takes advantage of Mannington’s exclusive NatureForm Optix Technology “for exceptional realism through color and texture.”

Beyond its looks, he said a key reason for the product’s success is the fact it is sold through the specialty retail channel. “In today’s challenging environment, consumers who are paying for a high end product expect high end service, and that is something home centers cannot provide.”

Pergo

Elegant Expressions, which comes in either 8- or 5-inch widths, was first introduced in May 2008 and quickly became a high-end highlight for Pergo, Kelley said.

“With three décors added this year, the line now comes in 18 styles. Boasting a 10mm core and 2mm underlayment, along with beveled edges, embossed in-registered textures and lacquer and satin gloss finishes, the line features a number of patented technologies from Pergo,” he explained. These include ScratchGard Advanced premium surface protection and TitanX advanced surface technology, as well as the PerfectFold installation system.

Shaw

Eric Erickson, laminate manager, said the year-old, high-clarity, extra-luster Luminiere technology has been added to, along with the Domestic and Provencial collections.

The leading product from the Domestic line, he noted, is Fountainhead Lake, “a pear wood visual in three colors incorporating very subtle and elegant graining with stunning color movement.”

For Provencial, Erickson said Shaw collaborated with, the company’s Anderson hardwood division to create “a stunning, hand scraped look in three colors with worm holes and scars to make a natural and realistic visual. Anderson develops the best and most unique fashion forward products in hardwood and this allowed us to create some of the most unique and realistic products in the laminate market.”

Quick•Step

Rustic Cottage Oak, from the Country Collection, captures the “natural, time-worn” look consumers are gravitating toward, noted Roger Farabee, senior vice president of marketing.

“The hardwood market is experiencing a definite push by consumers to fulfill their desire for authenticity,” he explained. “Rustic Cottage Oak captures this look and infuses it with warm gray undertones representative of the distinctively European design influence that is popular in the industry today.”

Featuring Quick•Step’s patented ScratchGuard Advanced Finish Protection, the collection’s 61/8-inch wide, 54-inch long planks have pressed bevels framing all four sides of its 9.5mm construction.