An expensive look for less drives floor trends in 2012

Whirlwind schedules, digital-age technologies and newfound optimism are just some of the lifestyle standards of today’s homeowner. Again this year, flooring manufacturers’ have their fingers on the pulse of people’s ever-changing needs and demands with a product lineup for 2012 that delivers.

Scouts and experts at the World Floor Covering Association have scoured Surfaces, one of the home market’s top international trade shows, working hand-in-hand with manufacturers from around the world to deliver the latest products and trends in flooring.

Less is more

Homeowners may be a little tightfisted with their wallets these days but that is exactly what is driving some of the most notable floor trends. Like last year, today’s tight market has led to a lineup of affordable new products — many with added perks and benefits.

Companies are keen on providing more bang for the buck — reigning in high-end marketing and concentrating on products that are sensible, low-maintenance and easy on the budget. Imagine flooring in every category with lifetime “satisfaction-guaranteed” warranties, carpets that clean up “good as new” and hard surface flooring that has built-in antimicrobial properties. These are just a few of the new products marketed at the trade show.

Vinyl flooring today offers the look of stone, ceramic tiles and hardwood. The ability of these products to mimic traditional high-end materials, such as tumbled marble and exotic wood floors, puts extraordinary good looks at the feet of ordinary homeowners at a fraction of the cost and with less maintenance.

Although it has been trending for quite some time, the cost of eco-friendly flooring has kept it out of most homes to some degree. Prices have come down thanks to high demand in the commercial industry. So this year more people can install that engineered wood, bamboo or cork for several dollars per square foot less than a year ago.

High style, low maintenance

Most everyone today leads busy, stressful lives. With free time at a premium, the last thing consumers want to do is deal with anything that is high maintenance, especially their floors. In response to demand, a slew of products across all flooring categories promises to cut maintenance, cleaning and care time in half.

In the carpet category, new products have built-in stain resistance, odor reducers, air fresheners and luxuriously soft fibers that maintain their integrity for years.

To demonstrate its product’s stain resistance, one company installed carpet in the rhinoceros enclosure at a local zoo for 14 days. When removed, the carpet was cleaned with good old H2O and spot cleaner and presented to discerning eyes. It looked and smelled as good as new.

Hardwood manufacturers have spent time and money coming up with the toughest surface treatments to withstand almost any amount of wear and tear. The results of these investments include new products that claim to be stronger than diamonds — even when used on some of the softest, most plentiful and eco-friendly wood species.

Other surfaces, including laminate and vinyl, are touting easy to maintain wear surface durability — some equipped with built-in antibacterial and antimicrobial properties, as well as stain resistance. They even come with a lifetime satisfaction guarantee.

Cradle to cradle

Going green is nothing new to the flooring market, but affordable eco-friendly flooring? Now that’s worth mentioning. With the rise in demand for ethical flooring options growing in both the commercial and retail sectors, suppliers with high inventory and ample resources have been able to reduce costs.

Economical floors in this sector are not just run-of-the-mill bamboo products, either. Retailers are stepping it up with a wider variety of affordable choices in a multitude of sustainable materials, many of which have dynamic textures and brilliant hues, including pinks, greens, blues and even purples.

Another new green alternative that recently entered the market — and offers cost savings — is thinner hardwood flooring, which uses up less of the tree and lowers the cost of the flooring by about 20 percent.

Natural linoleum also continues to be popular and now comes with a protective no-wax topcoat, which makes it more appealing to the average homeowner. Unlike some types of floors, linoleum can easily simulate other surfaces like luxurious leathers and designer concrete.

Even carpet is green today. Corn sugar-derived and synthetic fibers made from recyclables are some of the hottest trends. Production of these green carpets requires 30-percent less energy than an equal amount of nylon fiber. In addition, greenhouse gas emissions are 63-percent less than with nylon.

Many green flooring manufacturers, including carpet mills, offer reclamation “cradle to cradle” programs in which floors can be reclaimed, disassembled, recycled and remanufactured into new flooring or removed and reused in another home.

Weathering heights

Weathered and distressed floors — organic and man-made — are taking hold across multiple flooring categories. Worn and unfinished looks with exposed seams and distressed surfaces remind us that age does wonderful things to materials.

This trend can be seen in luxury vinyl, laminate, hardwood and even bamboo and area rugs. In addition to delivering a desired look, this finish also increases sturdiness and allows the product to withstand the high traffic and heavy wear of large families and pets without issue.

In addition to distressed looks, homeowners looking for something unique, that cannot be recreated, now have the option of “reclaimed” wood floors. These floors are recycled from dismantled buildings, disassembled furniture and wood scrap. Like bamboo, reclaimed wood is a better choice for the environment. Antique materials show natural wear and a patina rich in history. Repurposing saves money, is green, and offers unique, designer-quality looks.

Everything is coming up roses

The headlines say that the economy is turning a corner and things are looking up. This optimism is fueling other trends in flooring, including bold pinks, purples and floral motifs popping up in carpets and area rugs across the market.

Personalized flooring is not new but has been fairly inaccessible due to cost for most people. A combination of the economy, the digital age and advanced technology has resulted in floors in almost every category that can be customized to the specifications of the end user.

Need high gloss wood floors in crimson to match new bar stools? Or maybe octagon- shaped designer concrete tiles to match the sunroom sofa? No problem. Manufacturers of laminate, wood, porcelain, ceramic, concrete, carpet and area rugs offer flooring that can be personalized in every way imaginable: color, surface treatment, size, material, etc.

Walking on a cloud

Accounting for nearly 50 percent of the flooring market, carpet has certainly not lost its foothold on the home. Carpet trends continue to move toward softer texture, durability and more luxurious looks. Nothing’s as comfortable as a nice, plush carpet underneath bare feet. And now it’s available — cuddlier than a childhood teddy bear and with more style and colors than ever before.

One would think pets and plush don’t mix. Think again. Pet ownership constitutes about 70 million American households and manufacturers wanting to serve this segment have developed easy-to-care-for soft surfaces that contain odor eaters and fibers that have built in stain resistance.

There has been a slow shift toward patterns over the last couple of years. Where Berbers and friezes once dominated, patterns are now beginning to catch on. This is due in part to the housing market — specifically declining home sales. Considering that most real estate agents recommend keeping everything neutral and simple, it is no surprise that patterns are beginning to gain momentum after the burst of the housing bubble. Homeowners, realizing that they will be staying in their homes for a while, are beginning to choose less conservative options for their floor coverings.

Leather and lace

Just like a beautiful dress needs just the right shoes, flooring sometimes needs just the right embellishment. In response to demand, manufacturers are introducing flooring of all sorts with add-ons, such as fur, tassels, 14K gold and Swarovski crystals. Everyone needs a little luxury in their lives and carpet encrusted with glistening gems or hardwood floors embedded with more glitter than Lady Gaga’s eyelids offer just the right amount of bling.

“Consumer demand for durability, low maintenance and lower prices has led to innovation and variety across all categories,” said Tom Jennings of the World Floor Covering Association. “An expensive look for less is not all they’re after; they expect their purchases to withstand the test of time and be eco-friendly, too. Manufacturers have definitely been paying attention and have created a variety of low-maintenance, affordable flooring options that meet demands for comfort and style.”

The WFCA’s website — WFCA.org — offers detailed information and practical tips on every flooring category available, including carpet, hardwood, laminate, ceramic, porcelain, resilient, vinyl, cork, stone and area rugs.

An overview of each category provides the pros and cons, a product catalog, manufacturing details, varieties and styles available, things to consider before purchase and how to prepare for installation. In addition, the website provides answers to the most common floor covering questions.