Consumers Moving Beyond Traditional Flooring Choic

Anaheim, CA, January 10, 2007--Once dominated by oak, the flooring category has seen a recent dramatic shift in sales that indicates consumers are opening their minds and their homes to non-traditional flooring choices. “It’s a very exciting time for our industry,” said Don Cybalski, senior creative director for Pergo, the world’s leading manufacturer and marketer of laminate flooring. “Consumers are getting it. Rather than thinking of the floor in a purely functional way, they are viewing it as a sort of ‘fifth wall’ and incorporating it into their overall design schemes.” Influenced by glossy home magazines, decorating Web sites and the variety of home-focused programs on HGTV and other networks, consumers are more educated and inspired than ever. These resources, along with the vast array of marketing materials produced by manufacturers and retailers, are empowering consumers and giving them the confidence to take more risks in their decorating choices. Case in point, Cybalski cites a very light, blocked beech design that he says Pergo initially introduced to demonstrate their advanced design capabilities and industry leading décors. “We expected it to meet a niche market’s demands,” he says. “But, when consumers saw how great it looked in our photography, they fell in love with its uniqueness and could see how it would fit into their homes. It’s now one of our best selling designs.” Yes, oak is still number one, but where it used to make up Pergo’s entire top ten list, the line-up of best sellers currently includes a range of wood looks including light beech, butternut and maple finishes, as well as a rich, dark cherry offering. Pergo – Beyond Oak – Add one “We are seeing huge growth at both ends of the design spectrum--the light lights and the dark darks,” explained Cybalski. “We’re also seeing more consumers drawn toward exotic looks like bamboo, jatoba, merbau and teak.” One reason for the rise in demand for non-oak floors is the trend toward more open floor plans in homes, where kitchens flow directly into great rooms and other living spaces. “Consumers are coordinating floors with cabinetry, woodwork and furniture to achieve a smooth transition from room to room,” says Cybalski. As for the increase in popularity of laminate flooring, Cybalski credits the incredible realism of today’s offerings which look--and feel--more like the real thing than ever before. Thanks to advanced texturing technologies that simulate natural wood grains and replicate the feel of hardwood, modern laminates often are mistaken for higher-priced solid woods. And, offerings like Pergo’s Select Traditional Strip comes in varying lengths to create a sense of realistic randomness. Additionally, laminate flooring is easier to install and maintain, and offers superior wearability to any other flooring option.