LAS VEGAS –The popularity of Lumber Liquidators’ laminate and hardwood flooring continues to rebound, based on the large number of crowds gathered at the booth during the recent International Builders Show in Las Vegas.

Driftwood and similar whitewashed colors garnered a lot of interest from attendees, as did distressed and rustic looks in both hardwood and laminate flooring, commented Jay Quickel, vice president of merchandising for the Toano, Virginia-based producer.

“We’re also seeing growing interest in flooring with color variations,” Quickel told Woodworking Network.

Advancements in embossed registration and the texturing of overlays are also spurring growth in laminate flooring’s market share, particularly in high-traffic areas, including commercial and multi-housing markets where the product’s price point is favorable. Also on the commercial front, increased applications for digital printing is helping to push the envelope on the custom design opportunities for flooring, he added.

Of interest to consumers is the fact that Lumber Liquidators’ laminate flooring is now manufactured in the United States and Europe. The company ceased using sourcing the product from China following an expose on 60 Minutes last year that showed some of the Chinese-manufactured laminate flooring was stamped CARB II compliant for formaldehyde emissions when tests showed it was not.

The relocation of the laminate flooring operations has been beneficial, in more ways than one, Quickel said.  “A lot of the [design] trends start in Europe,” he noted. The manufacturing plants used by Lumber Liquidators are also technologically advanced, with improved process efficiency, he added.