natural wood veneer


HIGH POINT — For more than 30 years, Herzog Veneers has helped furniture companies gain access to some of the most beautiful veneers from around the world.

The company currently supplies about 70 species grown and harvested largely in Europe and North America. When adding various dyed, figured and re-composed varieties, the number of veneers more than doubles to about 150.

Founded in 1982, the company has undergone a number of changes over the years including the shift to an online business model that provides customers real-time information about wood species that are in inventory.

Its website,, has about 14,000 images including full-length shots and close-ups of available product ranging from Afrormosia (African teak) to zebrawood.

The shift to online occurred largely as part of an effort to better serve its customers, which in addition to furniture manufacturers also includes architects, panel makers, designers and boat and aircraft manufacturers.

In the 1980s and through much of the ’90s, furniture represented as much as 80% of its business. Then as U.S. furniture plants began to close and production began to move overseas in the late ’90s, this dwindled to as low as 10% of volume, said Sam Parisette-Herzog, vice president.

“I can’t tell you it wasn’t painful,” he said. “It almost vanished.”

Around the same time, Sabrina Parisette-Herzog, president and owner, realized the company could thrive by offering its remaining customers real time information and images of in-stock product.

The company did have an electronic database of its inventory. That way a customer like Henredon could call and pick up an order of veneers that same day.

Showing customers photos online not only told them what was in stock, but also allowed them to see exactly what they were purchasing without having to come to High Point.

Since its launch in 2000, the website has undergone at least two upgrades and soon will be ready for the latest, which will allow customers to use credit cards to purchase product from a shopping cart. The couple expects this to better serve customers in the U.S. and abroad, including Europe, Asia and South America.

Today, due to improvements in the economy and expansion of the customer base domestically and globally, furniture is once again approaching 50% of the company’s business.

“In terms of quantities, we started out doing a lot of furniture,” Sabrina said. “A lot went overseas, and now we see it coming back.”

When consumers shop for wood furniture, the tag probably emphasizes the price of the piece versus details such as wood species or finish. If they want those details they’ll likely have to ask the salesperson or look it up online.MAHACR-16122-574-close

How much detail the consumer walks away with largely depends on the salesperson’s knowledge of the product or whether the consumer even cares enough to ask the question in the first place.

For an industry that bases its success on the use of certain wood materials in the finished product, it would seem critical to communicate that story in some fashion, particularly if manufacturers and retailers want consumers to pay more for a particular wood product, whether it’s a bed or dining table. Continue Reading…

Tockerund Bog Oak Kitchen

Cabinetry by: Houser House
Interior Design by: Tokerud & Co.

Bog oak has become quite a popular choice for wood veneer use. The fact that this wood has so much history, in the sense of time involved in its creation, gives it an additional fascination factor for many.

Bog oak is a term used for a type of oak that has been buried inside a peat bog or gravel pit for centuries. The bogs or gravel pits keep the wood protected from decay due to their anaerobic environmental conditions (basically meaning, without air).

The medium to dark brown to jet black color of the wood comes from the acidic water containing tannins, which gives the wood a special rich look. The color can be solid or have a gradual or abrupt change Continue Reading…

natural wood veneerWood veneers are attractive and rightfully popular materials used for the interiors of homes, offices and other business establishments, aircrafts and more, as well as the enhancement of everything from furniture pieces to musical instruments. But did you know that they are generally classified into two distinct kinds: natural wood veneer and engineered wood veneer?

Natural Wood Veneer

Natural veneer is a unique material sliced from logs that is influenced by an individual tree’s reaction to its soil composition, geographic location and other growing conditions throughout the duration of its growth. The intrinsic patterns and markings in natural veneers aren’t altered or enhanced in any way, making each natural veneer from a tree an individual work of art.

Engineered Wood Veneer

Engineered Wood veneers are also known as reconstituted, recomposed, man-made or manufactured veneers.

As its name implies, however, engineered wood veneer is a re-manufactured product processed to achieve a pre-designed appearance. Find out more about Continue Reading…

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