While it seems unlikely that sales of residential cork will eclipse commercial sales, it's clear the rules have changed. Manufacturers say that as consumers warm up to the category, style is becoming a top priority.
To connect with residential consumers, manufacturers are now touting cork's design and lifestyle benefits first and its technical characteristics second, says Paulo Nogueira, managing director of Amorim Flooring N.A., maker of the Wicanders brand. He adds that the new-found visibility feeds on itself: As cork gains popularity in the home, it inevitably becomes more widely recognized, and that in turn leads to more sales for the category.