No slowdown in sight: The long view on longer, wider wood planks
Wednesday, April 12, 2017 Floorcovering Weekly
Hardwood flooring manufacturers continue to push the envelope with wide and long planks, creating new styles, using new materials and experimenting with different finishes as the popularity of the category shows no sign of slowing down anytime soon.
Mannington is continuing its long- term focus on the category. “For the past few years, we have focused on styling innovation in wide/long products,” said Dan Natkin, vice president wood and laminate for Mannington.
Since 2013, the company has introduced numerous collections in wide and long planks. This year, Mannington is introducing Iberian Hazelwood, a hand scraped and hand-stained line that has two different stains for unique designs but is directed at a value-oriented price point. “We have also recently introduced our instructions for wall applications of all these products,” Natkin added, pointing to the next trend of wall applications of the wider planks.
Lauzon is expanding its popular Organik Series with three earth tone colors. “Consumers want their design choices to reflect the environment,” said Priscilla Bergeron, brand manager.
“Both sales trends and insights from our customers help to pinpoint emerging visual trends — like popular colors, species, textures and widths — in the hardwood category,” said Sara Babinski, design manager, hardwood and laminate, Armstrong Flooring. She said the company tracks design trends and wide flooring trends are not diminishing. “Over the years, wider width boards have become the new popular choice and even wider widths are in demand.”
According to Natalie Cady, category manager, hardwood, Shaw Floors and Anderson, “Shaw Floors created an entire line of hardwood floor- ing in response to the consumer trend of longer, wider planks.” The company is focusing on varied sizes, colors and textures, including its Epic Plus Extreme Nature line, which she said is the longest, widest hardwood plank manufactured in the U.S. at 9 1⁄4 inches wide and 82 1⁄2 inches long.
It’s got the look
The non-stop push of long and wide looks is in part fueled by the continued trend to larger, open house plans. “Consumers are searching for a hard- wood floor that will bring continuity to their large, open interiors,” Cady said.
Longer lengths and wider planks have been a growing segment of Maxwell Hardwood Flooring’s business, said Rose Mary Cummings, senior director of marketing and product development of Maxwell Hardwood Flooring Inc. “We have been offering floor- ing for several years now that is considered ‘specialty run flooring,’.” she said, noting that includes lengths up to 12 feet and widths up to 7 inches. The company is launching Legacy at NWFA Expo with two different appearances — an unfinished solid line and an unfinished engineered line. “Both products have a rich grain pattern that give the old-world vibe,” she said.
And it’s a fact that wider and longer boards are trendier than ever, said Brad Williams, vice president, sales and marketing at Boa-Franc, makers of the Mirage brand. “Wood is hugely popular in the home décor market, and more and more consumers are turning to long and wide planks to showcase this noble material at its authentic best.” He said the wide and long planks also make homes look bigger and the natural characteristics of wood are more visible in wider and longer looks.
“Board size has a surprising effect on the appearance and feel of a room,” said Ron Oliver, vice president of Hallmark Floors. “Wide planks make a striking statement in any home, whether it is an urban apartment or rustic cottage.”
More of a good thing
Q-Wood by Quick-Step is expanding its Elongé line with wire brushed finishes that evoke hand-crafted looks. “This appeals to the large num- ber of consumers seeking hardwood floors that bring a rustic, time-worn look to a room,” said Roger Farabee, senior vice president of laminate and hardwood for Mohawk Flooring.
Armstrong recently launched 10 colors in its long and wide Timber- Brushed engineered collection and, due to success, has added 10 more colors, Babinski said. The company is adding other new wide and long products including in solid hard- woods. “Solid is still the most coveted choice in flooring,” she said, so the company is adding wire- brushed products in 10 colors and random lengths.
Mannington is continuing its long- term focus on the category. “For the past few years, we have focused on styling innovation in wide/long products,” said Dan Natkin, vice president wood and laminate for Mannington.
Since 2013, the company has introduced numerous collections in wide and long planks. This year, Mannington is introducing Iberian Hazelwood, a hand scraped and hand-stained line that has two different stains for unique designs but is directed at a value-oriented price point. “We have also recently introduced our instructions for wall applications of all these products,” Natkin added, pointing to the next trend of wall applications of the wider planks.
Shaw is expanding its Landmark w collection with maple, walnut and hickory scraped offerings with new colors and finishes. The EPIC Plus hardwood products all feature a Stabilitek core for long-lasting durability.
Mercier is launching Element with a new process that accelerates wood’s natural oxidation for more knots, color variations and other character looks. “The result is beautifully wide planks with tons of personality,” said Jacinthe Cloutier, marketing professional. “Element boards give ample space for wood to show its true colors.”
Brian Greenwell, vice president of sales and marketing for Mullican Flooring, said the company was one of the first domestic manufacturers to offer American-made prefinished wide and long planks. “Since then, we have continued to add greater lengths and widths to our prefinished product lines,” he said, including the Mount Castle collection in 9 1⁄2-inch widths. Later this year, the company will introduce a sawn face engineered collection in wide boards.
Mirage will continue to expand its wide and long product offering with boards up to 82 inches, an in- crease of 25 percent on average on all boards.
Lauzon is expanding its popular Organik Series with three earth tone colors. “Consumers want their design choices to reflect the environment,” said Priscilla Bergeron, brand manager.