By Sharyn Bernard
There’s a reason oak is the top-selling domestic hardwood in flooring — it’s classic, familiar and versatile. And while it’s unlikely oak will be knocked off the top perch, other species of hard wood are gaining traction in the market.
Fueled in part by new finishes and consumers’ increasing desire for wood throughout the home, wood flooring is seeing strong sales across species and types. “We’re seeing a huge resurgence in wood and wood looks all around,” said Sara Babinski, principal designer at Armstrong World Industries. “People want a natural look. That’s the biggest push in the category. Wood is now everywhere in every room — especially the kitchen.”
Oak is the dominant surface by far, while other species are gaining in popularity.
“A lot of our introductions have been around oak, particularly in a color story and a gloss story,” she added. “People want every color of the rainbow.”
In fact, while hickory, maple and walnut are all strong sellers this year, oak continues to be the most popular domestic species selected by Mohawk’s customers, said Tammy Perez, senior brand manager for Mohawk Hard Surfaces.
One reason oak continues to be such a prominent seller is the increased use of finishes that add dimension and style and updates the venerable staple. “Oak is still the popular domestic species due to advancements in wire brushing techniques, etching and distressing looks,” said Natalie Cady, director of hard surface marketing for Shaw Floors. “Harvesting improvements and the way manufacturers are able to craft and cut each board allow for more customization of the look and feel of oak. All these things together have given oak a new look, bringing oak to the forefront of the market once again.”
More importantly, Cady added, is that oak is readily available, so the wood and finishes on it influence the total market. “Because of the technology advances through manufacturing the species — adding texture and different staining processes — oak continues to be a driving species in the market.”
Even with all the advancements and modern looks in oak, some suppliers said that even the classic oak designs are still top sellers. “Oak remains the dominant species in flooring,” said Dan Natkin, director of laminate and hardwood business, Mannington Mills. “The tide is turning again towards the classic look of oak, albeit in a more rustic form.”
Of course, while oak is the dominant wood, other domestic species are gaining ground.
“We have seen builders, designers and consumers move away from [oak] in the past seven or eight years,” said Neil Poland, president of Mullican Flooring. “In doing so, there has been a stronger preference for more selections of hickory and maple rather than the traditional oaks.”
Maple and hickory are very popular because of the way they accept staining and scraping, Cady of Shaw said, noting that hickory’s grain shows a lot of character when stained, especially with wire brushing. “In some cases, this addition to hickory can transform the visual, almost making it look like another species entirely,” she said.
“We’ve seen a lot more interest in the hard maple species,” said Michel Collin, director of marketing for Mercier. He attributed the surge to younger consumers “This is what we call the generations effect. The kids of red oak generations want something different than their parents.” In addition, he said, decorators are pushing hard maple, particularly with brushed and dull finishes.
One factor driving the move is the increased use of finishes and surface treatment. “Scrape is still very important,” said Babinski of Armstrong, noting that now the company is adding scrape to larger planks in cherry and walnut.
There is also a move away from exotics because domestic wood species are more accessible, less expensive and more environmentally sound. Babinski said when exotics came on the market, it was intriguing to her as a designer, “but there are issues. Not just for us but for everyone,” from sourcing to costs. “People are really moving away from tropical exotics and into domestic woods. I like that. That’s the biggest story in my mind.”
Priscilla Bergeron, communication manager for Lauzon Flooring, said the trend of local wood is aligned with the greater trend toward buying local. “We see that everywhere — think of the local food trend,” she said, adding that matte finishes are becoming more popular in the domestic wood lines.
Poland of Mullican agreed. “Consumers are choosing hickory and maple over exotic species,” for several reasons. First, exotics have a lot of red tones, which aren’t currently in style, he noted. More importantly thought is the provenance of exotics. “In addition, we have seen a continued growth of the Buy U.S.A. movement, making exotics a less appealing option.”
Regardless of the reasons for the increased interest, suppliers agreed that wood sales are gaining and show no sign of stopping. This is particularly true for woods with interesting textures, finishes and colors.
“Ultimately [the growth] is about style and texture more than any other factor,” Natkin of Mannington said. “A number of elements play into this — color trends, cabinet trend, etc.”
“The current market has a distinct preference for texture, wire-brushed and timeworn looks,” said Perez of Mohawk. “And many of today’s consumers are in search of floors that add warmth and character to a room.”
In fact, wood has become so popular prices are going up. “Wood is not getting any less expensive,” Babinski of Armstrong said. “But that being said, if you want the look, there are laminates and other engineered hardwoods that are less expensive and can be used in practically any application.”
Still, she added, consumers are attracted to solid wood. “It’s an investment but it never grows old. You can take almost any species and any color and it looks good anywhere.“
Mannington’s Normandy in oak features 7-inch wide planks that are reminiscent of European hardwoods.