While industry insiders may have differing opinions about why this segment continues to dominate the industry, the enduring popularity of unfinished wood flooring products can most likely be summed up in one word: "customization."
Along with custom floor plans and state-of-the-art appliances, high-end hard surface flooring is an absolute must for many buyers. They demand something beyond the traditional 2-1/4 inch strip oak floors. Manufacturer-finished products may be available in a wide variety of options, but that is not enough for homeowners who want something that sets their home apart from the neighbor down the street. And they don't mind paying for it.