Laminate Flooring Provides Exotic Looks With Convincing ConstructionDramatic Details

Continued from page 1

Furthermore, some laminate planks include microbevels for a even more authentic look. "When you click it together, it has an indentation that makes it look like a regular wood floor," notes Stephen Luciani, owner of Coachlight Carpets, a flooring dealer and installer near Cape Cod, Mass.

Shiny Sensations

In recent introductions, manufacturers increased the clarity and gloss levels to better echo finished hardwood flooring. Despite a premium price tag, these products have had "incredible" success, says Worldwide Wholesale's Braunstein. "If it's shinier, it makes it look like the grain is more three-dimensional," he says. "People are spending more for nicer, better-looking products."

In fact, though it is his priciest laminate at around $3.99 per square foot, a high-gloss exotic flooring is one of his most popular laminate sellers, Braunstein says. While it is less expensive than exotic hardwood flooring, its price is close to standard hardwoods, he adds.

Though consumers' willingness to pay extra for the look of real wood may be surprising in a down market, David Small, marketing director for Pergo, points out that homeowners can rest assured that enhanced wearlayers will protect their investment. "Improved scratch-protective overlays ... minimize dulling and scratching to keep the floor looking brand new longer," he says, citing the company's LusterGard Plus layer.

The bottom line: Manufacturers recommend the pros install a laminate flooring with an extensive warranty, which can range from 15 years to a lifetime, for a floor that makes a dramatic—and long-lasting—statement. -- BUILDING PRODUCTS

Wild Side

Consumers used to have three options for wood-look laminate flooring: oak, light oak, or dark oak. But current top-selling products include distinctive choices like Brazilian cherry, rustic terra-cotta, white-washed oak, and modular tile.

"Oak is still popular, but consumers are really stepping out," says Pergo's Don Cybalski.

He attributes the interest in exotics to the popularity of home improvement magazines and television shows. Laminate flooring allows them to get rare, in-demand, or high-priced styles within their budget, adds Armstrong's Milton Goodwin.