The relationship between red oak and Europe is a puzzling one, full of contradictions and perhaps inaccurate perceptions.
Red oak was successfully introduced to European markets in the 1950s. More recently interest has dwindled, while white oak exports have grown significantly. Red oak veneer has been widely used in Germany’s door and panel industries, although not in other sectors. In Europe, red oak is often perceived as the poor relation to American white oak and European oak. Comments such as “too red” or “too difficult to get” and “red oak is harder to machine and less consistent”, have all been frequently expressed by importers and processors. But the facts just don’t support these views.
Is lack of knowledge the problem? Maybe red oak has been seen as too expensive, or the poor experience of a few has been propagated as a reason to ignore such an important commercial timber? But markets are dynamic; just because red oak has not recently been perfect for Europe, does that mean it can’t be an important species for the future?
AHEC in Europe has always promoted underused species with potential, such as tulipwood and ash. Foster & Partners used American ash for the interior of the Sage, which is being put forward as one of five case studies to influence the use of wood for London’s 2012 Olympic project.
In performance, red oak has a superb record, having always been the hardwood species of choice in North America for applications from furniture to flooring and joinery. Furniture industries in Mexico, Korea and more recently Vietnam, have embraced this species and we are now seeing increasing domestic consumption in China. In the Middle East red oak is widely used for joinery, especially in Saudi Arabia. These markets are quick to point out the benefits of using red oak.
So can red oak also work for Europe? AHEC and its members are in no doubt the potential is there. It has been frustrating that so far it has not been realised but, with market conditions now working in its favour, there is a new impetus. So what are these developments that could help create new demand for red oak?
Europe is the most important export market for US hardwoods and European importers and manufacturers are well versed with trading in US hardwoods, with a strong distribution network. Recent changes in domestic demand for red oak in the US have helped focus producers on finding new export markets, making it more competitive. Oak is now very much in fashion in Europe, creating new demand and putting pressure on the existing resources of American white oak and European oak.
Perhaps most significantly there is growing evidence that European specifiers and consumers do like red oak, contrary to the trade perceptions that their customers prefer other oaks. Recently AHEC interviewed more than 500 architects in the UK, Italy and Spain. Most had never specified red oak, but when presented with a red oak floor and hand samples, 80% said they would be willing to use it in future. Many also said they were not aware of its potential or availability. In addition, they like its sustainability. It’s a move away from blond clear finishes towards darker tones and more character.
So AHEC has embarked on a creative, aggressive campaign to offer red oak within its overall promotion. It is based on creating market opportunities, not just presenting red oak as an alternative species, and includes working with a leading Italian furniture maker and renowned American designer Terry Dwan to exhibit a red oak collection at this month’s Cologne furniture fair.
Success will depend on raising awareness of red oak’s potential through www.americanredoak.info which gives detailed information on sustainability, availability and performance. The website launched on January 1, supported by a provocative advertising campaign under the slogan “America’s best kept secret – revealed in full” (see front and inside cover of this issue). The use of minimal text, no AHEC logo and an image of an alien creature carved in red oak is controversial, but should spark intrigue and generate a strong response. At Interzum in May, AHEC will show a large display dedicated to red oak promotion. With support from industry members, the NHLA and the New Oak Partnership, bundles of red oak lumber and veneer will be available for inspection and industry experts will be on hand for enquiries.
A strong oak fashion and restricted supply of white oak at a time when red oak is competitively positioned provide the ingredients for real change. There may never be a better opportunity to inspire European markets to fully embrace our most important and sustainable species. Watch out for the alien – red oak has landed!
