Hardwood Floors December 2025/January 2026

DEC 2025/JAN 2026

0 4 REVEALING THE NEW CLASS OF

GLUE/NAIL ASSIST OR NAIL/GLUE ASSIST? WHY FLAT MATTERS

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FEATURES

40 Under 40 By Libby White Johnston Hardwood Floors is honored to recognize 40 industry professionals under the age of 40 who are helping to determine the future of the wood flooring industry. Meet the 2025 “40 Under 40” whose accomplishments have established them as some of the industry’s brightest stars. ON THE COVER

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Glue/Nail Assist or Nail/Glue Assist? Which One is Correct? By Don Jewell

Why Flat Matters By Bob Goldstein Flat. A simple four-letter word with so many connotations. In our trade, we need a flat subfloor; the flatter the better.

When it comes to installing solid wood flooring, one question often sparks debate among professionals: Is it glue/nail assist or nail/glue assist? The truth is, both terms can be correct.

PUBLISHING PARTNERS

CONTENTS

Industry Insights

PUBLICATION ADVISORY COMMITTEE Robert McNamara | Chair, Sheoga Hardwood Flooring Jason Elquest | Blackhawk Floors Inc. Steve Brattin | Chair Stephanie Owen | President & CEO Anita Howard | Sr. VP, Industry Partnerships & Meetings NWFA LEADERSHIP

20 Government Affairs No end to trade action. 24 Market Matters Facing a mixed forecast. 28 Design Trends Warmth and rhythm set

By Dana Lee Cole

By Santo Torcivia

By Bryan Hodges

the tone for 2026 color palettes.

Lenny Hall | Endurance Floor Company Inc. Kevin Mullany | Benchmark Wood Floors Inc. Jim Schumacher | Mirka

Business Best Practices

PUBLICATION TEAM

32 Sales Savvy Driving profitability

Libby White Johnston | Publisher | libby.johnston@nwfa.org Burt Bollinger | Editor | burt.bollinger@nwfa.org Brett Miller | Technical Editor Rhonda M. May | Creative Manager | rhonda.may@nwfa.org Bridget Norlie | Engagement Manager | bridget.norlie@nwfa.org Cassie Weiss | Advertising Coordinator | cassie.weiss@nwfa.org

By Doug Howard

through people and processes. 36 Special Content New campaign takes on

By Derrick Daye

hardwood’s imitators.

At the Site 68 Moisture Content A peek behind the dimensional change coefficient curtain for solid wood floors. 76 Tech Talk Perimeter expansion space. 78 WFOY Winner Spotlight Best in Circles/Curves/Bent Wood: J.L. Vivash Custom Wood Floors Ltd. 80 Hardwood Hints Checking a fastening schedule.

14 Research Park Drive St. Charles, Missouri 63304 P : 800.422.4556 Local : 636.519.9663 F: 636.519.9664 E: news@hardwoodfloorsmag.com W: hardwoodfloorsmag.com

By Dr. Alex C. Wiedenhoeft and Dr. Samuel V. Glass

CONTRIBUTING WRITERS Burt Bollinger Steve Brattin Dana Lee Cole Derrick Daye Samuel V. Glass

By Burt Bollinger

Reid Lambright Jon Namba Santo Torcivia Alex C. Wiedenhoeft

Bob Goldstein Bryan Hodges Doug Howard Don Jewell Libby White Johnston

By Jon Namba

Product Focus 86 Borders, Inlays, Vents, Mouldings, and Stair Parts 88 Specialty Wood Flooring

ADVERTISING SALES

Katie Schenk Advertising & Brand Growth Director katie.schenk@nwfa.org | 314.488.4669

Also in this Issue

6 Chair’s Cut

By Steve Brattin

Hardwood Floors (Print: ISSN 0897-022X and Online: ISSN 2475-5125) is published on a bi-monthly basis, plus the Annual Industry Guide, by the National Wood Flooring Association and distributed as a membership benefit to its member companies and without charge upon request to qualified individuals throughout the wood flooring industry. Single copy price is $8, annual Industry Guide is $50. Subscriptions: $40/year (includes 6 issues and Industry Guide) in the U.S. and Canada. Publication office: 14 Research Park Drive, St. Charles, MO 63304. Phone: 800.422.4556. Printing office: Walsworth, 306 N. Kansas Ave., Marceline, MO 64658. Printed in the U.S. Periodicals postage is paid at Chesterfield, MO and at additional mailing offices. POSTMASTER: Send address changes to Hardwood Floors, P.O. Box 9147, Lowell, MA 01853. Copyright © 2025 by the National Wood Flooring Association. All rights reserved. Reproduction in whole or in part without written permission is strictly prohibited. Hardwood Floors' subscription base is AAM audited. An AAM audit provides advertisers and agencies with assurance that what they choose to invest in does, in fact, reach target audiences for specific ads. The AAM audit also helps media companies by documenting the quality of their audiences.

8 Business Briefs 12 Wood Stock

By Burt Bollinger

38 Emerging Leaders From vision to action.

By Reid Lambright

82 Technical Publication Tips 84 Special Content NWFA welcomes new Certified Professionals. 94 TISE Preview 98 Seen at NWFA Schools 100 New Products 102 Overheard on NWFA Podcasts 103 Wood Talk: Matt Garcia 104 Ad Index

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Think of the people you know in the wood flooring industry. Maybe you ran into them on a jobsite, at a distributorship, at a local builder or remodeler event, or in a social media group. Who among those people is not taking advantage of the opportunity that lies with joining NWFA? Or who used to be a member and could use some help seeing the benefits of rejoining? The NWFA’s marketing team works hard to communicate the importance of membership. But do you know who can make the strongest impact? You, as a member of NWFA. Giving a testimonial to an industry peer carries a ton of weight. Here are some things to think about as you get ready to help spread the word. And if you are not a member and are reading this, some reasons to get on board. Professional Growth: Grow your skill set and increase your bottom line. Master your craft with certifications, hands-on training, the online NWFA University, and workshops like the Competitive Edge series. The results are real – proving your expertise and helping you win more jobs. If you knew a way to improve your business, would you keep it to yourself or share those insights with others? Remember those chain emails about having bad luck if you didn’t forward them to a certain number of people? Let’s ignore the part about bringing bad luck on yourself. However, I do want to challenge you to find two people you know and introduce them to the National Wood Flooring Association (NWFA). SPREAD THE Word CHAIR’S CUT

Steve Brattin Chair, NWFA

For more information, call 800.422.4556 or visit NWFA.ORG

Business Visibility: Stand out with listings in the online directory and Hardwood

INDUSTRY 2026 NWFA WOOD FLOORING GUIDE

Floors magazine’s NWFA Industry Guide, brand exposure, NWFA logo usage, and lead generation tools.

PHOTO COURTESY OF NWFA

Cost Savings: Maximize value with exclusive manufacturer discounts and bundled access. Coupons from manufacturers can save you up to $9,750. If you really want to see a return on investment, consider that paying $599 for an annual membership actually has an estimated value of nearly $25,000*. That’s 40 times your initial spend. Stability Through Standards: NWFA is the recognized representative for the wood flooring industry. Stay ahead with industry-accepted standards, accessible resources, and highly skilled instructors to lead hands-on training events. The NWFA’s comprehensive guidelines and publications offer straightforward information to help guide you through situations you might encounter on the job. Community Connection: Join a network of professionals at hands-on training events, at the Leadership Development Summit, and 2026 NWFA Wood Flooring Expo who understand your challenges and share your goals. By attending the Expo, you’ll have access to nearly 3,000 people at the only trade show in the world dedicated solely to wood flooring. Plan on attending April 21-23 in Orlando, Florida.

From those who were there as NWFA was founded to today’s emerging leaders, 40 members shared how the organization has impacted their careers. Read their stories in this special edition of Ready for more?

NWFA is not just a membership, it’s a community with shared values that supports your growth. It’s on all of us to help widen the circle of people who have a seat at the association’s table. Remember to share your story with at least two people. Investing in yourself and surrounding yourself with the best improves the industry for all of us.

1985 - 2025

Hardwood Floors magazine at HARDWOODFLOORSMAG.COM

SPECIAL EDITION

* Value calculated based on coupons, credibility + certifications, trade show, tech manuals, training + NWFA University, Hardwood Floors subscription, advocacy, and networking.

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NWFA MEMBER STORIES, PHOTOS, & VIDEOS TAKE THE NEXT STEP IN YOUR CAREER

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2 HOUR DRY TIME

®

®

BUSINESS BRIEFS

MANUFACTURER MEANDERINGS American Hardwood Assured (AHA) is up and running to provide companies with deforestation-free due diligence statements and county-level harvest origin GPS data. This platform is free of charge through at least 2027 thanks to USDA funding and support from American Hardwood Export Council (AHEC) members. To sign up, visit aha.hardwood.us/register. AHF Products has announced it will wind down production at its Somerset, Kentucky facility by December 12, 2025. Operations will be transitioned to other AHF facilities. Beno J. Gundlach Company has acquired Ceno USA, a floor prep and finish equipment company. Lauzon Distinctive Hardwood Flooring has appointed Scott Burega as director of business development USA (Mid-Atlantic) and key accounts manager. Meridian has entered into a definitive agreement to divest its Flooring Adhesives Division – including the Taylor Adhesives, Polycom, and Frontier Products brands – to Avery Dennison. Upon closing, the flooring business will be integrated into Avery Dennison’s materials group business.

Mullican Flooring is celebrating its 40th anniversary. Founded in 1985 along the banks of the Greenbrier River in Ronceverte, West Virginia, Mullican Flooring has grown from a small lumber operation into a leading manufacturer of hardwood floors. The company is now headquartered in Johnson City, Tennessee.

Nydree Flooring, a Forest, Virginia-based manufacturer of acrylic infused engineered wood flooring announces the retirement of Barry Brubaker as president. He will remain an owner in the company as his son, Jason Brubaker, assumes the role of president.

Jason Brubaker

Bona highlights new training facility

Bona® has opened a new Bona Regional Training Center in Rancho Cordova, California. The facility houses a training area with classroom spaces and 1,100-square-feet of real wood flooring, including red oak, white oak, and maple.

DISTRIBUTOR DOINGS All Surfaces has opened their latest distribution facility and showroom in Nashville, Tennessee. The company distributes flooring and related installation supplies in 17 states.

Herregan Distributors Inc. has entered a partnership to carry Mullican Flooring’s full 3/4” solid and engineered prefinished line of products. In addition to its corporate headquarters in Eagan, Minnesota, Herregan serves more than 3,500 dealers at eight locations across the U.S. Midwest.

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Stiles Machinery celebrates 60 years in the woodworking machinery market

Stiles Machinery commemorated 60 years in the North American woodworking machinery market. Founded in 1965, the company has grown from a regional supplier into a nationwide solutions and service partner for manufacturers of all sizes and industries. “This milestone is a testament to our people and the partners who have grown with us,” said Barry Kellar, president of Stiles Machinery. “Sixty years in this industry doesn’t happen by accident. Our customers, manufacturers, dealers, and employees have helped us adapt, innovate, and deliver decade after decade.”

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BUSINESS BRIEFS

CONTRACTOR CORNER

PID opens new showrooms PID Floors has opened new showrooms in the historic Coral Gables area of Miami and at the South Florida Design Park in Hollywood, Florida.

Inc. magazine announced that Footprints Floors is number 4973 on the annual Inc. 5000 list. The list provides a data-driven snapshot of the most successful companies within the economy – its independent, entrepreneurial businesses.

RETAILER ROUNDUP

Floor & Decor has opened new locations in Chandler, Arizona; Stuart, Florida; and Murrells Inlet, South Carolina.

QFloors' Users Conference QFloors’ founders and customers enjoyed an Alaskan cruise during the technology company’s 25th Anniversary Users Conference. Time was spent at Juneau, Skagway, Glacier Bay, Ketchikan, and Vancouver. QFloors was purchased by Roomvo in January 2025.

Get in the news!

To be included in the Business Briefs section of Hardwood Floors magazine, please send your happenings to libby.johnston@nwfa.org.

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APRIL 21-23, 2026 | ORLANDO Ignite YOUR PASSION 40 YEARS OF LEADERSHIP. ONE DEFINING EXPO.

THE ONLY TRADE SHOW IN THE WORLD DEDICATED EXCLUSIVELY TO WOOD FLOORING. FOR FOUR DECADES, THE NWFA EXPO HAS SET THE STANDARD. NOW, IN ITS 40TH ANNIVERSARY YEAR, WE RAISE IT HIGHER.

EDUCATION SESSIONS 30+ hours of expert-led training on technique, business, and innovation.

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TRADESHOW 250+ exhibitors. New products. Proven solutions. HAPPY HOURS Strategic connections in a relaxed setting. OPENING & CLOSING PARTY 40th anniversary celebration – networking at its finest.

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EXPO REGISTRATION IS AN ALL-ACCESS PACKAGE FOR ONE FLAT RATE THAT INCLUDES ACCESS TO MULTIPLE EDUCATION SESSIONS, NETWORKING OPPORTUNITIES, TRADE SHOW ACCESS AND MUCH MORE! & Housing Registration OPENS IN JANUARY!

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Secure your place at the industry’s most important event.

CALL FOR ENTRIES Submit your entry for the Wood Floor of the Year contest. Winners will be announced at the NWFA Expo in April. NWFA.ORG/WFOY

Wood Stock

When a private client in the United States began searching for a truly one-of-a-kind panel floor, their architect and design team reached out to Woodworks, a company known for creating bold, complex patterns that honor tradition while pushing the boundaries of modern design. The centerpiece of their collaboration was Sapphire, a distinctive multidirectional panel that reflects both historical inspiration and contemporary innovation. PAST PRESENT meets

By Burt Bollinger

“We’re always trying to explore everything that’s possible with a wooden floor,” says Robert Walsh, CEO of Woodworks. With locations in both London and New York, the company has spent the last 30 years specializing in reclaimed and antique wood projects, many of them large in scale and ambitious in scope. That experience has shaped their approach to craftsmanship, influencing both technique and creativity.

Sapphire was developed as part of that mission. Each panel measures approximately 3 feet square and features a circular core connected by a banding strip that links the design across the entire floor. The result is a multidirectional pattern that Walsh says brings energy and sophistication to any space, while maintaining a sense of balance and structure.

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PHOTOS COURTESY OF WOODWORKS

The inspiration for Sapphire stems from European parquetry designs of the 17th and 18th centuries, when increasingly detailed and decorative patterns began appearing in palaces and estates. The pattern brings energy and sophistication to any space, while maintaining a sense of balance and structure.

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Wood Stock

Rather than mimic the past, Woodworks set out to reinterpret it. “There are the historic patterns like Versailles and basketweave, and we respect those deeply. But we wanted to take the best of that tradition and give it a modern twist,” says Walsh. The inspiration for Sapphire stems from European parquetry designs of the 17th and 18th centuries, when increasingly detailed and decorative patterns began appearing in palaces and estates. To complement the complexity of the layout, each internal edge is gently rolled, and the corners are finished with a unique miter detail that allows the panels to transition seamlessly from one to the next. The center of each circular core is made from four segments with the grain aligned to flow around the circle, reinforcing the geometry of the design while adding subtle movement. The panels are crafted from French oak that has been aged for two years. During that time, the wood naturally shrinks, moves, and undulates, developing a gentle texture that gives the surface both visual and tactile depth. To preserve that character, the panels are hand-sanded rather than planed flat, resulting in an authentic, lived in feel. Color plays a critical role in highlighting the pattern. Each board is lightly fumed using the wood’s own tannins, a natural technique that deepens the tone without overwhelming the grain. “We didn’t want a uniform color that would hide the pattern,” Walsh explains. “The subtle shifts in tone help reveal the intricacy of the design.” The goal was to strike a balance. They wanted enough variation to showcase the geometry, but not so much that it felt distracting or uneven. After installation, the panels are sanded again and finished with a burnished hard wax oil. “We build a very heavy coat,” says Walsh. “That gives the floor a sense of age, like it’s been there for generations.” The final effect is both refined and rooted, with a richness that feels timeless. Sapphire can be installed wall-to-wall or with a single- or double curved border, also made from aged French oak. This flexibility allows the pattern to adapt to various room layouts while adding a subtle frame around the perimeter when desired. Though the final installation was completed in the United States, the approach reflects the company’s design philosophy across all markets. “You have to understand your customer,” says Walsh. “Every client is unique. Never assume they know what’s possible. Walk them through the design, provide samples, and set expectations clearly from the start.”

Working with reclaimed and antique wood has given Woodworks a deep appreciation for the craftsmanship of the past. But for Walsh and his team, looking backward is only worthwhile if it informs what comes next. “We learn from the old floors, but we’re not here to replicate,” he says. “We want to give architects and designers something they haven’t seen before.”

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Wood Stock

From Tile to TIMELESS When Oliver Barajas of Garibay Hardwood Floors was approached by an architect working on a full-home remodel in Saratoga, California, immediately he saw an opportunity to create something special. The 6,000-square-foot home, previously owned by a current NFL coach, featured tile floors in several areas and 4” rift By Burt Bollinger

and quartered white oak in others. Initially the new owners wanted to tear out the existing wood and replace it with prefinished flooring, but Barajas encouraged them to reconsider. “I told them what they had was valuable,” said Barajas. “Rift and quartered white oak in that width is not always easy to source. I explained that removing it actually could be seen as a downgrade.” After several conversations, the direction of the project shifted. The team would retain the existing flooring, remove the tile, and expand the hardwood footprint with matching white oak from Allegheny

“As craftsmen, when we walk into a home and someone tells us they want to rip out their floors, it helps to explain what they really have,” he said. “In this case, they were going from a Rolex to a Casio watch without realizing it. Sometimes the customer just doesn’t know. In the end, it’s always their choice. We just want to help them make an informed one.” — Oliver Barajas, Garibay Hardwood Floors

Mountain Hardwood Flooring. They also planned to upgrade the staircase and refinish the upper-level hallway. In total, Barajas, his father, Javier Barajas, and his crew laced in approximately 800 square feet of new wood in the entryway, mudroom, and upstairs, along with various patch-ins where walls had been moved or adjusted.

PHOTOS COURTESY OF OLIVER BARAJAS | GARIBAY HARDWOOD FLOORS

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“For us, the most important part of doing a circle is having great craftsmen and a skilled mathematician,” he said. “I handled all the math myself. Knowing the radius, I calculated the circumference so I could determine the size of each wedge.

With the tile gone from the entry, the architect and homeowner were open to incorporating a design element to make a bold first impression. Barajas proposed installing a handcrafted starburst pattern to anchor the space and add visual interest. Rather than outsourcing a medallion, Barajas wanted to build it on-site to maintain control over every detail and ensure continuity with the surrounding floor.

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Wood Stock

These pieces taper from about five inches to a sharp point, so you lose a lot of material. If you want a five-inch-wide piece at the outer edge, you have to start with a seven-inch plank.” To make the most of the visual impact, Barajas selected the most quartersawn pieces for the circle and carefully mirrored each wedge with its counterpart across the pattern. Every segment was cut from the same piece of wood as its opposite, creating symmetry and balance that rewards a closer look. For the perimeter of the circle, his father, Javier Barajas, worked alongside two additional craftsmen to gradually bend thin strips of wood into a clean radius that enclosed the starburst design. “You need the right team and the right tools,” said Barajas. “And patience. You can’t rush it.” Once the pattern was complete, they sanded and stained the entire floor with DuraSeal Antique Brown and finished it with Bona Traffic Satin for a rich, classic look. The goal was to achieve a sense of elegance that felt timeless rather than trendy. “The architect wanted something that said ‘elegant and timeless,’” Barajas said. “Not modern, but not overly rustic either – just warm, clean, and classic.” Throughout the project, Barajas made a point to educate the homeowners on the value of what they already had. “As craftsmen, when we walk into a home and someone tells us they want to rip out their floors, it helps to explain what they really have,” he said. “In this case, they were

going from a Rolex to a Casio watch without realizing it. Sometimes the customer just doesn’t know the value of what they have. In the end, it is always their choice. We just want to help them make an informed one.”

Make sure you have helpful (and proper) information available to pass along to homeowners. Visit nwfa.org to find out more about how to download the “Real Wood. Real Life.” materials or NWFA guidelines.

The

Homeowner’s Handbook to Real Wood Floors

Photo by Jaroslaw Ceborski

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GOVERNMENT AFFAIRS INDUSTRY INSIGHTS

International trade and tariff policy continue to dominate the air space in Washington, D.C. well into 2025. President Trump campaigned on a platform promising heavy use of tariffs as leverage in forging trade deals with our trading partners around the world and he has been good to his word in the first year of his second term. The Hardwood Federation team has been busy all year on a number of fronts in the trade and tariff space, from developing and submitting comments on trade investigations to raising awareness among members of Congress and the administration about the need for sector specific relief from retaliatory trade practices.

TRADE ACTION NO END TO

ADOBESTOCK ©

EDITOR'S NOTE: On October 30, 2025, President Donald Trump and Chinese President Xi Jinping agreed to a framework trade deal between the two countries that will, among other things, result in China resuming purchase of U.S. hardwood logs and other agricultural products. At press time, full details of the agreement had not yet been released and are not reflected in the article.

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By Dana Lee Cole

in persistent threats of closures of wood mills and disruptions of wood product supply chains” and that “wood production in the U.S. remains underdeveloped.” It went on to allege that foreign subsidies and unfair trade practices have eroded U.S. competitiveness and disincentivized investment in domestic production. As a result, a 10 percent tariff on softwood lumber took effect on October 14. Also kicking in as a result of the investigation is a 25 percent tariff on upholstered wooden furniture and kitchen cabinets. On January 1, kitchen cabinets will see an increase to 50 percent. Tariffs on wood products from the UK will be capped at 10 percent, while Japan and the EU face a 15 percent tariff ceiling. Hardwood products are not included specifically in the main finding outlined above; however, it has been noted in the decision annexes (supplemental documents to the main text) some tariff product codes related to the flooring industry previously excluded from tariffs are now subject

One of the president’s favorite, and least understood, methods of addressing his trade concerns are the Section 232 investigations and the actions resulting from them. Created by the Trade Expansion Act of 1962, Section 232 refers to a provision in that statute that empowers the president to impose duties on foreign imports if the Department of Commerce concludes, after officially investigating, that imports impact the national security of the United States. Significant duties have resulted from multiple 232 investigations on a number of commodities ranging from steel and aluminum to copper to pharmaceuticals. In the forest products space, the president signed an executive order in March 2025 kicking off a 232 investigation into imports of “timber, lumber, and their derivative products.” Released in late September, the Department of Commerce’s report to the president regarding lumber and derivatives found that “present quantities and circumstances of wood product imports are resulting

ADOBESTOCK ©

Government Affairs (Continued)

to the country-specific reciprocal tariffs announced in April. Some product codes also are included in the “Potential Tariff Adjustments for Aligned Partners” (PTAAP) annex issued along with the Section 232 decision, which outlines goods that potentially could be subject to lower tariffs in the context of reciprocal trade negotiations. However, inclusion in the PTAAP annex does not necessarily equate to an immediate exclusion from 232 tariffs. The PTAAP process is focused on negotiating reciprocal tariff reductions through specific trade agreements with individual trading partners and is separate from the Section 232 national security actions. It is a complicated situation and, until further clarification is issued, it may continue to be difficult to figure out exactly what is subject to tariffs and what is not. Continuing negotiations under the U.S. China agreement noted above could provide more context. In addition, the 232 decision includes a provision allowing for duty drawback. This means if you import a product listed in the annex of goods subject to the Section 232 tariffs, but have contributed exported material or inputs to that product before importation, you may be eligible for a refund of the duties paid (a drawback). The specific details, such as eligibility requirements, documentation standards, and how to establish the necessary linkage between import, export, and re-import, will be outlined in forthcoming regulations or guidance issued by U.S. Customs and the Department of Commerce.

The investigation calls upon Commerce to report to the president by October 1, 2026, on the need for tariffs on hardwood products. This is an opportunity for the hardwood sector to weigh in on further action. The Hardwood Federation will be polling member associations to assess what we should recommend to the administration. The Hardwood Federation submitted comments to the Department of Commerce’s Bureau of Industry and Security as part of this process. In these comments, we distinguished between hardwood and softwood and discussed trade barriers like the EUDR as well as the need for support for our industry, including increased government procurement of U.S. hardwood products and direct financial assistance to support domestic mills and manufacturers impacted by trade actions. We look forward to providing additional comments as details and further action, particularly related to hardwood products, are determined. We will be working closely with the NWFA as we craft our submission. Dana Lee Cole is the executive director at the Hardwood Federation, a Washington, D.C.-based hardwood industry trade association that represents thousands of hardwood businesses in every state in the United States and acts as the industry advocacy voice on Capitol Hill. She can be reached at dana.cole@hardwoodfederation.com.

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MARKET MATTERS INDUSTRY INSIGHTS

ADOBESTOCK ©

MIXED FORECAST Facing a The U.S. economy is facing a mixed forecast, the net result is a likely slowdown over the next two years as the situation becomes clear, and a sufficient degree of certainty returns to the overall economic situation.

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By Santo Torcivia

A major uncertainty and risk facing the U.S. economy and this forecast is the impact of the wide-ranging tariffs and the federal government budget cuts and federal labor lay-off initiatives being instituted by the Trump administration. The tariffs present the greatest unknowns and the highest risks: • Tariffs could create chaos for supply chains, dislocate manufacturing and sales, and kick-up inflation. Tariffs could worsen fiscal deficits, adding pressure to long-term interest rates. • Uncertainty about tariffs and general economic conditions is causing both consumers and businesses to hold back on spending and investment until more clarity is reached. • Inflation remains a threat if tariffs, deficits, and wage increases cause prices to rise above the inflation target rate.

On the positive side: • Tariffs, although a major cause of the current uncertainty, also will increase federal revenues, and if these revenues are applied to the federal debt, they will reduce the deficit. • The tariffs are expected to open foreign markets for U.S. exports, increasing jobs, driving up domestic production and investments, as well as stimulating onshoring. • The impact of tariffs could be reduced by a strengthened U.S. dollar, making imports less expensive from nations with weakened currencies. • Real Gross Domestic Product (GDP) continues to grow, although at a slower pace. • Employment, though slowing, continues to grow while unemployment is falling slowly. • Real disposable personal income growth continues to increase and is exceeding the core inflation rate of growth. • Although total housing starts are declining, single-family home construction is increasing. • Tax cuts passed by Congress this year will increase consumer spending and business investment.

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Market Matters (Continued)

• Tariff policies and the unknown long-term effects of the imposition of tariffs on foreign imports is a huge risk. Opening of foreign markets to U.S. products likely will only benefit larger firms with trade related infrastructure to handle international trade. • An extended government shutdown will further threaten economic growth, as many government programs run out of funds and federal employees go unpaid. • Other potential threats to the new conflicts in Taiwan with China, the Persian Gulf, or other areas; a major domestic civil disturbance; another global pandemic; a major trade war threatening prices and logistical trains; a natural disaster requiring emergency aid; or other catastrophe. This is a summary of the September 2025 Quarterly Market Monitor Report published by Market Insights LLC. NWFA members have exclusive access to the full report, which provides forecasts and analysis of economic, market, and industry conditions and trends affecting the North American flooring market. The report includes a historical and forecasted volume of dollar sales of total wood flooring (at mill sell price) per metro area and state. Separate reports are available for the United States and for Canada. The availability of the reports on a quarterly basis will provide NWFA members with current data that can help them develop business plans, prioritize inventory, and react to market conditions in a timely manner. NWFA members may download the full report by visiting nwfa.org. U.S. economy include a widening war in Ukraine or Middle East, Given the current situation and likely outcomes, the possibility of a recession is small. Expect 2026 to show improved growth in the overall economic situation as mortgage rates fall and an increase in new home construction results. The rise in housing affordability will further enhance flooring sales. Santo Torcivia is president of Market Insights LLC in Reading, Pennsylvania. He can be reached at 610.927.2299 or storcivia@marketinsightsllc.com.

U.S. CALCULATED RESULTS - YTD 2025 (AS OF JUNE 30)

Product Categories Carpet & Rugs

YTD Estimates

Basis for Estimate

-2.4% -6.4% -4.0% -4.5% -2.3%

USITC Imports & Exports, Market Insights USITC Imports & Exports, Market Insights USITC Imports & Exports, Market Insights USITC Imports & Exports, Market Insights USITC Imports & Exports, Market Insights

Ceramic Tile

Laminate Flooring Resilient Flooring

Wood Flooring

Total Flooring

-3.9%

Weighted Calculation from above results

Source: Moody's Analytics market data, U.S. ITC Imports & Exports, & Market Insights forecast. Note: Year-to-Date = 30-Jun

• Unemployment remains stable and positive and will remain that way through 2030. • The gross federal debt is currently very high at $37.3 trillion, up 37 percent from 2020, and 123 percent of GDP at Q2/2025. • Interest rates are linked to inflation and U.S. bank prime rate remains above 7 percent and is not forecasted to fall quickly. U.S. Real GDP growth will slow in 2025 and 2026 as growth is frustrated by uncertainty regarding the long- and short-term impact of the Trump administration policies (tariffs, taxes, immigration, etc.). The scope of the stated policies of the new administration is so sweeping, if only partly implemented, they could have a major • Housing starts should average 1.37 million units annually (a mediocre rate), but single-family starts are growing, and this will continue to aid some economic growth to the economy. Starts will rise over the later years of the forecast, averaging +1.6 million units per year through 2030 as interest rates fall. Starts increasingly will favor single-family units, which average 50 percent greater floor area over multi family units. • Residential home improvements will be stymied in 2025 as the uncertainty impact of the new federal policies slowly becomes clear. Spending is expected to recover slightly in 2026 before increasing at a moderate rate from 2027 onward and throughout the remaining forecast period. • Consumer spending, although growing modestly, is slowing as many consumers’ finances are being stretched by inflation, high interest rates, and slowing employment growth. • Real personal disposable income will grow at an inflation adjusted annual rate of 2 percent or greater through 2030, largely driven by moderate growth in skilled and technical worker employment increases and general wage growth. • Non-residential building construction will grow throughout the forecast period, especially for education, transportation facilities, health care, lodgings, offices, and institutional building types. Factors threatening the U.S. economy include: • Inflation will continue to be an issue among key commodities for consumers. • Federal debt will exceed $37 trillion for the U.S. by the end of 2025. • Slowing employment growth, the result of government lay-offs and automation among domestic industries, if not offset by jobs created by firms onshoring, new investments in domestic production, and consumer spending, will slow economic growth. impact, either positive or negative on the U.S. economy. Key assumptions and issues affecting the U.S. economy:

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DESIGN TRENDS INDUSTRY INSIGHTS

COLOR PALETTES Warmth and rhythm set the tone for 2026

When designing interiors, the choice of color and floor finish sets the tone for the entire space. Current trends continue to move toward warmer, lighter wood floor tones that create inviting and comfortable environments.

Color trends warming within wood finishes overall are set to continue well into next year. This shift is part of a broader movement across the design industry, where both professionals and consumers are leaning toward tones that feel more inviting, comforting, and natural, and away from grays and cool brown shades. NATURAL TONES ADD WARMTH Based on current design trends, we have started to see a lot of traction with more natural surfaces, such as light, dark, and warmer brown tones that are increasingly dominating wood finishes in all spaces. These shades bring balance, depth, and a sense of authenticity to interiors, whether in rustic designs or sleek modern settings. With the ongoing popularity of the open home concept and the use of brown wood tones, these warmer coatings offer a variety of opportunities that pair well with this interior style.

PHOTO COURTESY OF AKZONOBEL

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By Bryan Hodges

COLORS OF THE YEAR AkzoNobel’s Global Aesthetic Centre has been translating trends into colors for spaces for more than 30 years to create its annual ColourFutures trend forecast. Our Colors of the Year is the result of extensive research into the color, design, cultural, economic, and social trends that shape our society, and it draws on the skill and experience of our team, as well as international architects, designers, and journalists. AkzoNobel’s Colors of the Year 2026 bring Rhythm of Blues™ to the wood finishes market with a trio of upbeat and versatile colors that are calming, connecting, and creative. The colors, textures, and special effects that take center stage in the collection have been designed to help designers and manufacturers find on-trend wood coatings to differentiate their projects, while making it easier for customers to choose colors and combinations that match their design preferences.

Organic “boney” whites, soft bleached wood tones, and earthy shades such as terracotta, blue, and green also continue to resonate strongly with consumers. Favored as complementary colors and accent tones, these hues offer a refined way to introduce personality and a splash of color into interior spaces. These accents not only create visual interest but also allow designers to experiment with subtle contrasts that highlight the natural beauty of wood. Each shade is subtly muted with white and softened by an ashy touch of black, resulting in a gentler overall aesthetic that complements open-plan living concepts and pairs seamlessly with the warmth of popular brown wood tones.

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Designer Insights (Continued)

LIGHT BLUE MELLOW FLOW™

VIBRANT FREE GROOVE™

DARK BLUE SLOW SWING™

PHOTOS COURTESY OF AKZONOBEL

AKZONOBEL’S COLORS OF THE YEAR 2026 RHYTHM OF BLUES™

The Colors of the Year 2026 comprise three indigo shades: a light blue Mellow Flow™, a dark blue Slow Swing™, and the vibrant Free Groove™ – three different rhythms that offer endless scope for furniture, cabinets, building products, and flooring. We know that different wood products require specially crafted finishes, and floor coatings often are used to highlight and play with the natural beauty of the wood rather than to cover a blank surface. It’s why our Global Color and Design team works so closely with our technical service team to create coatings that combine on trend colors with natural finishes that maintain good clarity and grain definition. These colors provide both inspiration and practicality for professionals and consumers, while capturing the cultural mood of the moment and pairing with the enduring popularity of natural wood finishes. Bryan Hodges is the global color and design manager for wood finishes at AkzoNobel. For more information, visit akzonobel.com.

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SALES SAVVY BUSINESS BEST PRACTICES

Through People and Processes DRIVING PROFITABILITY

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By Doug Howard

What will you accomplish in 2026? Will you drive your company to the success you deserve? As we wrap up 2025, we are reflecting on our successes, setting our goals for the coming year, and thinking about our sales strategy, our marketing strategy, pricing, production, and the customer experience. It is a great time to focus the owner of a company, the leadership team, and the company as a whole on ways to drive profitability through our people and our processes. Here are some strategies to do just that. WHY DRIVING PROFITABILITY MATTERS TO YOUR COMPANY Profitability is one of the most important goals for any business and a measure of the success of the business owner. A company that consistently is profitable provides for the owner, creates opportunities for all on the team, can invest in training and technology to ensure a great customer experience, and can sustain itself through challenging times. It should be the goal of every business, after paying the owner an appropriate wage, to still yield a 10 to 15 percent net profit. So, the first step is creating a budget for the coming year that will achieve that objective. What are the Drivers? For a successful wood flooring company, there are several critical areas that drive that profit performance: • Marketing • Sales (Including samples and estimating) • Project Preparation (Including design, ordering and scheduling) • Production (Installation or Sanding/Finishing) • Accounting (Both on company profitability and job profitability) Leading the Team to Better Performance When I get the opportunity to work with companies at their locations, I like to engage the entire team with particular focus on these questions. • What is a win? • Why does it matter to each of you that we win? • What gets in the way when we don’t win? • What can each team member do to make a win more likely?

When the team aligns on the answers to these questions, we can foster a culture focused on being a winning company, not just in terms of finances, but also in terms of reputation, customer satisfaction, opportunities for employees to grow, and the ability to create beautiful work. Some of the most important tools for accomplishing this are clearly defined roles and responsibilities, key performance measures for each position, and a culture of accountability. Companies that do these things well give their team members the best chance of understanding their role, developing their skills, supporting other team members, and measuring their own performance. They know how their performance impacts the company’s ability to “win” and are able to adjust when their performance needs to improve.

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Sales Savvy (Continued)

LEANING THE TEAM THROUGH BETTER PROCESSES Often times, we have the right strategy, a good reputation, a capable team, and we still struggle to perform as well and as profitably as we would like. Business owners would do well to look at their processes, find waste, and embrace the notion of continuous improvement as part of their culture. We see the benefits of better processes in that they are lower in cost, put less stress on the team, and create a better customer experience. When it comes to process improvement, we want to do more than just look at all of our processes and brainstorm ideas. For this, I like to use LEAN methodology, about which much has been written and it is relatively easy to start implementing. LEAN was born out of the Toyota Production System and is a very methodical approach to continuous improvement that engages the whole team and recognizes that the best ideas for improvement come from those who are actually doing the work. Key steps toward continuous improvement include: • Select one process (or one segment of a process) to focus on based on the impact it would make on the business to improve it, the control you have to change the process, and the ease in making a change in that area. In other words, we look for the low-hanging fruit. • Next we map the current process (what we actually are doing) step-by-step, recording how much time each step takes. • Then, we identify waste in the process. This includes such things as waiting time, time spent reworking mistakes, excess movement of people and materials and other such things that are in the process but don’t bring more value to the customer. • Then we brainstorm the future state by asking, “In a perfect world, what would this process look like?” • From this we choose improvements to make and monitor their impact. Think about your long-term goals, your commitment to profitability each year, and how you can drive your profitability through your people and your processes.

To learn more from Doug Howard, check out his Competitive Edge courses in the online NWFA University at NWFA.ORG/ NWFA-UNIVERSITY/.

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Doug Howard is the president of Growth Team Strategies, based in Sykesville, Maryland. He specializes in helping wood flooring contractors develop strategic plans, streamline processes, improve profitability, and navigate growth. For more information, email him at doug.howard@growthteams.com or visit growthteams.com.

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