Ron Oliver, Vice President of Sales and Marketing
from Hallmark Floors was mentioned on Floor Covering Weekly
Domestic exotics have gained ground within the hardwood category because they don’t face the same challenges that true exotics do. In fact, suppliers said that they have become a favorite with the replacement/remodel customer.
Quicker lead times, less of a financial commitment, accessibility and the ability to keep lower levels of inventory are some of the reasons the category has increased market share. At the same time, domestic exotics provide a look that consumers are drawn to, according to Philip Key, vice president of sales and marketing at CFS. “Domestic exotics like walnut, maple and hickory have risen in popularity because they offer different styles and natural character,” he said.
Domestic exotics in particular, explained Harry Bogner, vice president of hardwood at Unilin, meet the aesthetic needs of those looking for a unique, character floor. “A majority of today’s consumers are seeking these character hardwood flooring products for their homes. In fact, the character market is at least 30 percent of the entire wood category’s sales today,” he said.
Currently, the most popular domestic exotic species include hickory, walnut and maple. The reason, executives said, is that each species brings its own set of unique characteristics. For example, Bogner at Unilin noted that hickory and walnut both feature a generous amount of heartwood and sapwood. Maple, he added, provides for a more contemporary look.
“This combination creates a nice light to dark variation within the wood, resulting in a beautiful, rich visual. Maple has a very consistent grain that stains nicely, especially with the more modern stains. The result is a very clean, sleek visual,” explained Bogner.
Consumers today also have an affinity for authenticity, making domestic exotics a “go to” flooring option, said executives. “Consumers are gravitating to domestic exotic visuals that present wood in more of its natural state, such as hardwood that is accented by the variations organically inherent in wood like natural knots and rich mineral streaks.
Consumers like domestic exotic styles that bear the uniqueness where no two planks are alike. Hickory and walnut especially are effective species to use when wanting to achieve this look,” said Bogner at Unilin.
“One of the keys to our success has been our very early focus on walnut, hickory and
maple products. We do still have oak products but the main stay for us, for many years,
has been domestic exotics,” he said.
consumer preferences. “Domestic exotics offer a very defined and definitive grain pattern.
There is more diversity there. The future looks extremely bright for the domestic exotic
hardwood category; we don’t see this category slowing down anytime soon,” he said.
Original Article: Floor Covering News
Reliability, visuals strengthen domestic exotics
