WALKING ON SOLID GROUND
The evolution of flooring has made a solid timber look much more achievable, without the hassle or price tag.
Over the last decade, New Zealand has experienced many technological advances ranging from Rocket Lab’s first space launch, the creation of for-good apps like chnnl and Foodprint, and the rise of artificial intelligence in everything from banking to online grocery shopping.
Technology is also advancing much closer to home – and lies literally underfoot.
After many years of extensive research and development, homeowners now have more choice when it comes to choosing a hard floor for their home. In fact, according to Godfrey Hirst hard flooring national sales manager Tania Hamilton, due to these technological advances in hard flooring, you can barely tell the difference between solid timber floors, engineered flooring, and laminate flooring – and that’s a good thing.
“Twenty years ago, if you wanted to install hard flooring in your home, you could choose between solid wood or sheet vinyl,” Tania says. “These days, engineered timber and laminate give homeowners more options, greater performance, and more flexibility within their budget.”
Engineered timber flooring is a layered product 100% made of wood that looks and feels like solid flooring. The difference? It can be easier to install and less prone to seasonal movement, cracking, and warping than its solid counterparts.
Tania says the evolution of flooring has made the solid timber look much more achievable, without the complexity or price tag.
“When you buy a product from the Godfrey Hirst Timber collection, you’re buying a timber floor straight out of the box,” she says. “The product is gorgeous. It has beautiful knots and grains in it, and it has a lovely variation of colours in each plank, just like you’d get with solid timber. It is a completely finished product down to the many layers of polyurethane, and it can be installed in a day compared with solid timber which can take months. But is it timber? Yes!
“Some people are surprised to learn that engineered timber really is timber,” says Tania. “The top layer is real European oak which has been sustainably forested and harvested. Every plank is covered in Wearguard®, a hardy seven-coat polyurethane system that protects it from everyday wear and tear. Choosing engineered timber flooring over solid timber isn’t a compromise; in fact, in many ways, it’s a better option.”
Godfrey Hirst also offer a Laminate floor collection which is the perfect option for those who like the look of wood but need a durable and economically-priced flooring.
“Laminate flooring combines the authentic look of timber with many practical advantages and a great price,” Tania says. “The technology around photographic resolution and application of design has improved to the point where it is difficult to tell the difference between solid timber and laminate flooring. The embossing (stamping) process provides real texture on the surface and follows the grain and knot structure, adding ultimate realism to laminate floors.”
The biggest benefit of laminate is its performance. Its protective top layer makes it very robust which helps with fading, wear and tear, and scratching.
“Laminate is very difficult to dent or damage. If you drop a pan on it, if you have a dog with claws, if it’s in a high-traffic area, or if the space gets a lot of sun, laminate performs much better than timber. It has been designed to handle a lot so if you have an active lifestyle, laminate could be a better option than timber.”
Laminate can now be installed in wet areas too.
“Advancement in technology has evolved with ranges that also contain waterproof surface treatments that allow for use in your kitchen, bathroom and laundry,” says Tania. “The advantage of this approach is a cleaner, more consistent look throughout the entire house, which often results in a more spacious looking home.”
Product developments have improved the look and feel of laminate, making it a more authentic option to have in the home.
“People love the timber ‘look’ because every plank is different, and its knots, patterns, and colour variations make it feel authentic. But it’s amazing how technology has improved the design and realism of laminate. As a result, laminate is now a more accessible and affordable alternative to engineered timber flooring, without compromising on look.”
Sustainability is central to the production of Godfrey Hirst laminate. In fact, all Godfrey Hirst hard flooring products are manufactured under a quality and environmental system certified as complying with ISO 9001 and ISO 14001, as well as the VOC emissions criteria required for air quality.
“Godfrey Hirst does all we can to produce as small a footprint as possible,” says Tania. “We’re continually developing and improving our product and sustainable processing, and globally we’re only getting better.”
With so many hard flooring options on the market, it could be daunting choosing the right product for the right space. Tania says there isn’t a wrong choice with Godfrey Hirst.
“Everyone wants to install solid timber, but not everyone has the budget for it. There are other beautiful products out there that are just as fantastic and can even outperform timber.
“All of Godfrey Hirst’s hard flooring options are great options, so you can’t go wrong. Ultimately, it comes down to the look you’re going for.”
For more information about Godfrey Hirst hard flooring, visit www.godfreyhirst.com.