Listed bamboo flooring company Style Ltd says it is confident of capitalising on a "green wave" of consumers sourcing sustainable products.
The company makes flooring using strand woven bamboo as an alternative to hardwood but its product looks and feels like traditional timber.
It claims to be half the price of hardwood, aesthetically pleasing and clears the conscience of the customer because it does not contribute to deforestation.
Chief executive Peter Torreele, a former managing director of the World Economic Forum in Davos, said producing an environmentally friendly product had never been more important.
"Consumers are very aware of global warming and climate change and children are being educated about the environment in schools like never before," he said.
"Just like the internet and IT industry boom, I believe that the green wave is the next big thing."
The Perth-based company, with a $20 million a year turnover, plans to become the leading alternative to hardwood and help solve the problem of deforestation.
"We are a small company and if we are to grow we have to provide an alternative to every single application that hardwood is being used for not just flooring," Mr Torreele said.
"We are now at the growth phase of the company and I was appointed a couple of weeks ago to help in that phase."
At the moment, Style's strongest market is North America and Australia is used as a test market for new products.
It plans to move into the Chinese market next where it already has a manufacturing base, which includes a bamboo plantation and block factories that manufacture the patented base material.
