Hardwood Floors Oct/Nov 2019

BIGGEST LONG-TERM THREAT TO REAL WOOD PRODUCTS

47% LVT

25% WPC

17% OTHER

Wood-Look Threat Grows Eighty-one percent of manufacturers who responded to the survey said that wood-look flooring has affected sales of wood flooring. Nearly 88 percent of distributors and 67 percent of retailers

6% LAMINATE

5% TILE

and, like many who responded to the survey, indicated it is more of a factor in commercial, high-traffic settings where cost is a paramount concern. “WPC is a small piece of what we do. When we sell it, it’s more often a commercial application, like a country club.” But Keale has observed a trend that troubles many NWFAmembers who deal only in wood products: the quality is improving. “When I bought into the business 12 years ago, that vinyl product looked like junk. Now, it’s legit. It looks good. Do I think you’re going to see more of that in basements and more of that in playrooms, in some cases whole houses? Sure. I think it absolutely will as it gets better.” But not everyone sees such a bright long-term future for laminates and other non-wood products. “I think there is going to be a lifespan for LVT and all that,” said Stringer. “But I think people are going to come back to wood. I think we’re just in a little bit of a lull because of the excitement surrounding these – what I call three-letter products. But I think it’s a short-term thing.” The growing demand for LVT, WPC, and other three-letter products – which tend to come in more options – however is driving expectations for longer, wider planks in real wood, according to one survey respondent. “It’s a difficult production/supply issue for ‘real’ wood manufacturers, but expectations will be there.” In the same vein, water-resistant wood flooring is an emerging trend that many NWFAmembers said was one

0% CARPET

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

said the same. One manufacturer even said that they are exploring the waterproof category (one of the key benefits of some of the emerging wood-look competitors) as a “hedge.” Tarpinian senses that demand for synthetic floors probably varies not only by budget, but also region. In Boulder, where he installs floors, price put many homes out of reach for all but the very affluent. And those homeowners are less likely to be attracted to synthetic floors simply because they are less costly. “But maybe somewhere in theMidwest, someone who is buying a $250,000 house – which you can’t get here –may be looking to get rid of carpet, and they may be on a tight budget, so they’re going to go with vinyl plank, and that could hurt hardwood-flooring contractors.” GretchenMoline, co-owner of Domino Hardwood in Portland, Oregon, echoed the sentiment that synthetic floors’ popularity varies with region. “People are looking for wood. I don’t see any competition at all – I’m not worried about the laminate industry.” Tarpinian is not necessarily a fan of the synthetic products, but Berlin does install them, he said. However, he said for his business, and probably for many other flooring specialists, the demand is low. That’s likely because budget- conscious consumers are turning to big-box stores they believe, often incorrectly, will offer better deals. T &G Flooring’s Keale said he likewise sells WPC (Wood Plastic Composite),

WOOD-FLOORING SALES VS. NON-WOOD FLOORING PRODUCTS (DISTRIBUTORS AND RETAILERS)

Wood flooring is growing more slowly.

48%

26% Same growth rate

21% We only sell wood flooring.

5% Wood flooring is growing more quickly.

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

to keep an eye on; many, however, did note that consumers are being trained to look for waterproof and water-resistant, thanks to the synthetic options, and so that is becoming an expectation. “It will make my piece of the pie smaller,” said one manufacturer. Another said they’d look at developing their own offering: “We may offer a small collection in the category to mitigate some of those losses.” Most were uncertain of the impact, but were wary of the impact on consumer expectations. “It’s a sham,” said one contractor. Amanufacturer respondent said: “It will create, in my opinion, unrealistic expectations, and it will hurt us until the product lifecycle reeducates the market. Short-term, it will hurt.”

the magazine of the national wood flooring association

45