PRESS RELEASE
For Immediate Release Media Contact:
Libby White Johnston
Libby.Johnston@nwfa.org
REAL WOOD. REAL LIFE. FLOORING TRENDS FOR 2020
ST. LOUIS, January 14, 2020 – The National Wood Flooring Association (NWFA) is forecasting style trends for wood floors this year to be wider, longer, lighter, and natural.
According to an annual survey of NWFA members who manufacture, sell, and install wood flooring, oak – especially white oak – and domestic species will continue to be in higher demand than exotics. The demand for natural wood colors and light stains are expected to increase, while dark colors and grays are fading in popularity. Long boards and wide planks are forecasted to be in fashion, and hand-scraped looks are predicted to be less desirable.
“Interior design trends for 2020 are pointing toward a desire for warmth, character, and authenticity in design choices,” said Michael Martin, President and CEO of NWFA. “Real wood floors truly embody the ‘authentic’ movement. They add natural beauty to the home, one-of-a-kind craftsmanship, and are durable enough to last for hundreds of years when properly installed and maintained.”
Here’s an overview of some recent news articles highlighting these trends:
Forbes: Kelley Mason, stylist at Lulu & Georgia, gets real about faux, calling this trend done. “Faux-anything, whether faux plants or faux finishes feel insincere and gimmicky,” she says. “The Wabi-Sabi aesthetic and the return to quality over quantity emphasizes a return to actual objects that require care and creation by artisans, rather than mass manufacturing.”
Forbes: Ben Marshall, who is the creative director of Hudson Valley Lighting Group shares the same opinion. “People today crave authenticity, so these sorts of faux finishes will quickly become a thing of the past. Give them the real thing.”
Realtor.com: “If you’ve been relying on faking expensive decor, we’ve got bad news: Look-alike materials such as wood-look porcelain plank tile and faux stone will be out in 2020,” says Amanda Amato-Scotto, CEO and principal designer at AMA Designs & Interiors. “We live in a time where people desire more authenticity — whether that be on social media, real life, or in the home. Say no to faux, and opt for the real deal, which adds character to your home.”
Wall Street Journal: New York designer Young Huh noted a tendency toward “finishes with old-world charm.” Honey-toned species like oak and maple contribute to a casual vibe, said Ms. Goldman, “but since they pair nicely with warmer hues, the final look is not as faded out” as that of bleached wood.”
For tips on choosing wood floors or to download the free Homeowner’s Handbook to Real Wood Floors, please visit: www.WoodFloors.org. The NWFA thanks the following sponsors of the “Real Wood. Real Life.” initiative for their dedication to the industry: Mannington Mills and Maxwell Hardwood Flooring.
About NWFA
The National Wood Flooring Association is a not-for-profit trade organization, with more than 3,200 member companies worldwide, dedicated to educating consumers, architects, designers, specifiers, and builders in the uses and benefits of wood flooring. NWFA members receive the best in educational training, benefits, technical resources, and networking, to advance their professionalism and success. The NWFA is located at 111 Chesterfield Industrial Boulevard, Chesterfield, MO 63005, and can be contacted at 800.422.4556 (U.S. and Canada), 636.519.9663 (local and international), or online at www.nwfa.org.
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