Hardwood Flooring

EOR THOSE of us who have been F close to the hardwood flooring market over a number of years, both wholesale and retail, it is very satisfying to note the wave of iropularity for wood floors among the do-it-yourselfers who wish to remodel or add on to their current residences,

Part of the reason for this trend is the warmth and beauty of natural wood. But sheer attractiveness, however, is not the major reason for this growing attraction to hardwood flooring. A combination of qualities such as durability, a return to nature feeling, minimum maintenance and appearance is what has recaptured the fancy of the remodeling homeowner,

Years ago, you probably will recall that hardwood flooring was primarily used in residences. Remember the narrow stripping with the shiny piano-top look, that collected dust overnight, and needed to be waxed every week?

Today's hardwood flooring represents a turn of 180 degrees. The versatility and flexibility of wood provides the d-i-ys with the opportunity to express their own exciting and innovative ideas in re-

by Dave Ferrari President Virginia Hardwood Co,

modeling, the same as an interior designer would do.

One of the features that is particularly attractive to the d-i-yers is the variety of different wood patterns available. They range from early American plank and parquet to classic designs similar to those that have graced palaces and estates of kings, emperors and nobility since the l6th century.

We'd like to suggest to building supply yards and home centers that they strive to constantly update their hardwood flooring displays. With interest in hardwood floors at a high peak, this is the ideal time to visually attract potential buyers with a dramatic showing of what's new in hardwood flooring.

The general feeling of most people today is oriented toward traditionalism and naturalism, For example, a few years ago, only the better grades of hardwood flooring were acceptable. Now, the trend is toward the natural look. Such features as worm holes, knots. discolorations and other natural characteristics are fully acceptable and, in many cases, eagerly sought,

One of the most interesting developments in the housing market is the utilization of hardwood flooring in kitchens of new home construction and in remodeling. Initially, we at Virginia Hardwood did not necessarily approve of hardwood flooring in the kitchen. However, with the advent of improved finishes on floors and the use of laminated floors where water does not affect it as much as solid wood, hardwood definitely has its place in the kitchen.

All things considered, there are many positive factors now going for the retail hardwood flooring market. Pay close heed to this important segment of the d-i-y potential in your marketing strategy and the chances are excellent that your company's sales figures in this area will rise proportionately to the effort.