WITH Keith Christman

President Of Decorative Hardwoods Association

Q. What are the most popular trends in the industry today?

A rising trend in decorative hardwoods is prefinished options that save in fabrication time and labor cost while delivering consistent results.

End-users and fabricators alike value the stylistic variation afforded by gloss levels. Lower gloss/matte finishes (which highlight natural wood grain) are rising in demand, while higher gloss options (which give a more polished look) are still holding strong.

Another important trend particularly in government and commercial markets is sustainability and climate responsibility.

Real American hardwood plywood and hardwood veneers are the climate responsible choice. As wood grows, it removes CO 2 from the atmosphere and stores it in the tree. After harvest, this carbon continues to be stored for all the years the hardwood plywood and veneer is in use. And because growth exceeds harvest and loss in U.S. forests, young trees will replace those harvested and continue to remove carbon from the atmosphere for years to come. The U.S. Department of Agriculture has documented these facts for U.S. wood products.

Q. What do you see as the biggest determining factors driving these trends/product selection by both consumers and companies in the industry today?

The shift in demand towards a more natural look comes from the long-term trend of “bringing the outdoors in,” which only got stronger during COVID. People have opted for the authentic beauty and value of real materials and the unique look and feel they deliver.

Those who choose matte finish are saying they desire authenticity over engineered looks. In addition, sustainability and climate responsibility has been strongly reinforced with dramatic increases in federal funding in the Inflation Reduction Act which allocates billions of dollars into purchasing low carbon building materials. This funding will increase the focus on low-carbon building materials like wood for years to come.

Q. Wh at do you consider to be the greatest challenges in your industry today and how can companies best address these issues?

Lack of material availability and supply-chain disruptions continue to frustrate the customer base and suppliers alike. We know we can deliver the beauty and value of real North American hardwood faces on a range of core options, but the sustained level of high demand has put a real strain on responsible sources.

DHA members refuse to compromise on the rules of proper forestry practices, sustainability and material safety. For this reason, turnaround times may be longer than we are all used to seeing.

Regarding climate change, we can choose to use real wood products like hardwood plywood and veneer that will continue to store carbon removed from the atmosphere for years to come. s p

Keith Christman is President of the Decorative Hardwoods Association (DHA), which represents North American manufacturers of hardwood plywood, hardwood veneer and engineered wood floors. DHA advocates for these members and promotes real North American hardwood products. In addition, DHA is the developer of standards for these industries. Prior to DHA, Keith was Managing Director of Plastics Markets at the American Chemistry Council, where he led promotion and defense of plastic products before all levels of government and in the media. Keith has been leading associations for over 30 years and has a Masters of Science in Economics from the University of Delaware.

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