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The Homestead Series from Lauzon Distinctive Hardwood Flooring's Designer Collection (shown here in Tobacco Brown). W Whether the look is classic, European or downhome comfortable, options in hardwood floor- ing for 2013 are more stylish than ever. The Shaw Contract Group is offering strong choices with its hardwood flooring line, particularly products that reflect the current trend towards natural finishes. "Our clients are choosing natural over gloss, in light-coloured species such as white oak and birch," says Allison Finkell, commercial hard surface marketing manager. "Distressed and antique looks continue to be popular so that wood looks aged and hides wear more effectively than piano finishes. Bleached looks are replacing the chocolate browns of years past." Finkell says lighter greys are popular, particularly the ash tones. "Some greys have a little mix of brown in them making them almost taupe. This allows the warm and cool tones to blend together." Matt and oil finishes also continue to be popular. "They keep the wood looking like wood and are more forgiving. People are realizing it is hard to take care of a natural product if you are actually going to live on it," she says. When it comes to the size of the planks, wider is better. "Typically the selections reflect a European look, with eight-foot-long planks that are eight- to twelve-inches wide," Finkell says. TORLYS Smart Floors has revamped the way its new hardwood collection is presented through an easy-to-shop format and pricing strategy. The line is comprised of three categories offering designer-driven, trend-setting styles – Artisan, Summit and Everest. The collections are created and marketed according to style and price point – Good (Premier), Better (Elite) and Best (Designer). "Most find the process of selecting flooring confusing because of the sheer volume of choices and price points," says Brian Gencher, VP of marketing. "We have presented easy-to-remember hardwood collections that address today's value-conscious consumer." Gencher notes, "All our hardwood floors are designed to be environmentally friendly, are CARB compliant, E1 compliant and conform to California indoor air quality standards. They are hypoallergenic and don't retain allergens or dust mites." Hardwood Flooring p34-39Hardwood Flooring.indd 35 A Wide Appeal Size matters when it comes to hardwood flooring by Laurie Jones Most of the selections from Smart Floors have attached cork backing for sound absorption and comfort and offer Microban antimicrobial protection that inhibits the growth of mould and mildew. "We also offer FSC-certified hardwood that is sourced from managed forests," says Tino Couto, senior product manager. Lauzon Distinctive Hardwood Flooring has introduced two signature flooring series – Urban Loft and Homestead – to its celebrated Designer Collection. Urban Loft features lightly textured, wire-brushed white oak in wider, longer planks for a soft, subtle statement. The low-matte finish and smokey colour palette features trend-setting shades from creamy white to rich earthy brown. "Urban Loft is all about unique character, subtly expressed," says Cheryl Grant, who directed the development of the styling and colouration of Urban Loft. "The wider, longer boards, bevelled edges and state-of-the-art precision milling really distinguish this floor. The wire brushing adds a sense of naturalness to the wood – it's very edgy. Designers love it." The Homestead series of timeworn floors bring the warmth and allure of the past and feature a compilation of character woods. "Homestead features oak, hickory and walnut wood species known for having distinctive grains and patterning," says David Lauzon, company founder and CEO. "We purposely blend a mix of wood grades to provide variation in grain knotting and mineral streaks. We want each floor to have its own individual, unpredictable character." In the Homestead Series, Lauzon opted for a subtle, soft scraping by hand to provide a unique texture and lower lustre. "It's a heritage look that reflects the past, yet works beautifully in any decor," adds Grant. Armstrong is excited to announce the introduction of its new American Scrape hardwood flooring collection – a selection of richly textured hardwood floors inspired by the beauty of the American landscape. "Each five-inch-wide hickory or oak plank is individually scraped, creating the look of a custom vintage floor and adding august 2013 /35 13-07-12 11:43 AM