Hardwood Floors February/March 2026

FEB/MARCH 2026

R estoration A Lasting Legacy HISTORIC

COMMON MISTAKES WITH CONCRETE SUBSTRATES VIDEO: YOUR DIGITAL HOUSE CALL

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Historic Restoration: A Lasting Legacy By Libby White Johnston

While restoring these artifacts may seem overwhelming, some wood flooring professionals see it as both a mission to preserve the wood and a good business opportunity. In this article, experts share why they believe in preserving antique wood, special considerations for taking on historic restoration projects, and some of their most awe-inspiring work.

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Video: Your Digital House Call By Seth Gladden

Common Mistakes with Concrete Substrates By Don Jewell From not clean enough to not using the right equipment, this article simplifies common mistakes with preparation for concrete substrates that can lead to flooring failures.

Unless you want to knock on random doors and ask people if they want their wood floors replaced or refinished, how do you reach the right customers, earn their trust, and help them say yes? One of the best ways is video.

PUBLISHING PARTNERS

CONTENTS

PUBLICATION ADVISORY COMMITTEE Robert McNamara | Chair, Sheoga Hardwood Flooring Jason Elquest | Blackhawk Floors Inc. Steve Brattin | Chair Stephanie Owen | President & CEO Anita Howard | Membership & Meetings Officer Libby White Johnston | Marketing & Communications Officer Katie Norton | Education & Certification Officer Dana Rogers | CFO NWFA LEADERSHIP

Industry Insights

18 Government Affairs What’s in store for 2026?

By Dana Lee Cole

22 Market Matters State of confusion.

By Santo Torcivia

Business Best Practices

28 Sales Savvy The messy middle.

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

By Paul Reilly

Libby White Johnston | Publisher | libby.johnston@nwfa.org Burt Bollinger | Editor | burt.bollinger@nwfa.org Rhonda M. May | Asst. Editor/Creative Manager | rhonda.may@nwfa.org Brett Miller | Technical Editor Bridget Norlie | Engagement Manager | bridget.norlie@nwfa.org PUBLICATION TEAM

At the Site 36 Sponsored Content Company Profile: Bona 48 Sponsored Content Company Profile: Peachey Hardwood Flooring 54 Underlayments Resiliency in acoustical underlayments. 58 Tech Talk Discovering historic artifacts. 60 Sponsored Content Company Profile: NOFMA 62 WFOY Winner Spotlight Best in Historic Restoration:

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 Randy Dye

CONTRIBUTING WRITERS Burt Bollinger Steve Brattin Dana Lee Cole Randy Dye Seth Gladden

Don Jewell Libby White Johnston Terry Patton Paul Reilly Santo Torcivia

By Burt Bollinger

Universal Floors Inc. 64 Hardwood Hints

By Terry Patton

Manual blind nailing. 66 Technical Publication Tip Concrete flatness tolerance.

ADVERTISING SALES

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

Product Focus

68 Subfloors, Adhesives, Underlayment 70 Specialty Wood Flooring

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 © 2026 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.

Also in this Issue

6 Chair’s Cut

By Steve Brattin

8 Business Briefs 12 Wood Stock

By Burt Bollinger

74 Seen at NWFA Schools 76 Partners in Education Sponsored scholarship winners announced. 78 New Products 80 Ad Index

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CHAIR’S CUT

Steve Brattin Chair, NWFA

SIGNIFICANCE Sustainable Research Institute confirms that refinishing hard flooring surfaces, including wood, is more sustainable for the environment than replacing the flooring surfaces. So, who keeps these floors alive for hundreds of years? Dedicated wood flooring professionals who have learned the ins and outs of the special care that has to be taken with these artifacts of our industry. Whether it involves making a new board match boards from the 17th century, hand sanding to

be delicate enough with the remaining surface, or turning a beam from an ancient structure into a new floor, their work is fascinating. If you have never taken on a historic project, get inspired by looking at some of your peers’ favorites starting on page 38. They also will share how to get involved in this work and give advice on the special considerations that must be taken. That sharing of knowledge is one of my favorite things about being a member of the National Wood Flooring Association (NWFA) and is important to sustain the industry as a whole. How else can you make a connection with someone you can call on when you have questions

Admit it. When you walk into a place, the first thing you do is look down at the floors. I know that is the case for me, anyway. This especially is the case when walking into a historic building. Whether it’s a home from the 1800s here in Kansas City, Missouri, or an ancient structure halfway across the globe in Italy, I find myself thinking, “if only the wood could talk.” This issue of Hardwood Floors magazine pays tribute to historic restoration and preserving antique wood. Some may consider it a niche part of the wood flooring industry, but this

important work is key to telling wood’s sustainability story to the consumer. When we say wood flooring can last well beyond 100 years in service when properly maintained, the evidence is in castles, churches, and homes where the original wood floors have survived for centuries. It shows that wood is the most environmentally friendly flooring option available. Wood floors reduce the amount of waste in landfills because they can last for many

PHOTOS COURTESY OF UNIVERSAL FLOORS INC.

in a specialty area such as historic restoration? Take the opportunity to tap these resources and learn from the best – whether it’s via a phone call, email, or one of the NWFA’s hands-on training courses.

generations. Further, research has found via a cost-per-year ranking that wood flooring has excellent long-term value. And a recent study conducted by the IVL Swedish Environmental

Get involved!

Plan on joining us for a class in 2026 or at the Wood Flooring Expo, which is taking place April 21-23 in Orlando, Florida. For more information, contact the NWFA at 800.422.4556 or visit nwfa.org.

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BUSINESS BRIEFS

MANUFACTURER MEANDERINGS Bjelin has been chosen as one of the flooring suppliers for Strawberry, a hotel operator with properties across Scandinavia and the Baltics. LP Building Solutions (LP) has announced the continuation of its partnership with the Forest Workforce Training Institute’s ForestryWorks® program and a new collaboration with the First Nations Forestry Council. Both initiatives aim to develop the next generation of forestry professionals and advance sustainable forest management across North America. MAPEI Corporation has announced its sponsorship of Special Olympics Florida’s “Court of Dreams” Tennis and Pickleball Pro-Am, which is taking place in Spring 2026 in Delray Beach, Florida. MIRAGE, the hardwood flooring manufacturer behind the Mirage, Vintage, Ten Oaks, and Alexandra brands, has appointed Jean

Metropolitan Floors announced the appointment of Trevor Williams as president and chief operating officer. PG Flooring announced that Chad Young has joined its team as a senior territory manager. Uzin Utz North America Inc. announces the appointment of two new territory managers to the PALLMANN team, Jonathan Mannella and Jason Owen . Mannella will support the Northeast and Owen will be responsible for a territory including Iowa, Nebraska, Kansas, Oklahoma, Arkansas, and Missouri. To be included in the Business Briefs section of Hardwood Floors magazine, please send your happenings to libby.johnston@nwfa.org. Get in the news!

Chad Young

Jonathan Mannella

Pierre Thabet as president and CEO. After more than 40 years at the helm of the business, Pierre Thabet is handing over the leadership of the company to his son.

Jason Owen

Pierre Thabet

Jean-Pierre Thabet

In Memoriam: Denny Hickman With sadness, we share that Dennis “Denny” Hickman passed away on Nov. 27, 2025, at the age of 65 following a courageous battle with pancreatic cancer. Denny was a third-generation steward of the family business, who devoted his life to the lumber and hardwood industry. Hickman Lumber was founded by his grandfather, Harry, and Denny’s father, Larry, eventually took over operations. A 1980 graduate of the National Hardwood Lumber Association (NHLA) in Memphis, Denny returned home to Hickman Lumber. He helped expand the company through hard work, innovation, and an unwavering commitment to quality. He served the industry in leadership roles, being on the Pennsylvania Forest Products Association Board and the Allegheny Hardwoods Utilization Group Board. He was also a longtime member of the National Wood Flooring Association (NWFA).

In 2000, Denny founded Allegheny Mountain Hardwood Flooring (AMHF). His expertise brought AMHF into high profile projects and he was featured on HGTV’s “This Old House” and “Restored by the Fords,” WQED’s “Family Tree,” and multiple industry documentaries.

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New fully automated packaging line added Gemini Industries Inc. has added a new fully automated packaging line to its main production facility in El Reno, Oklahoma. The company also opened a new support and supply facility in Omro, Wisconsin.

please send your happenings to libby.johnston@nwfa.org. Get in the news!

To be included in the Business Briefs section of Hardwood Floors magazine,

REAL MEMBERS. REAL RESULTS. WHAT CAN NWFA DO FOR YOU?

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THE NWFA sets the standards, and you get to see people with a range of experience come together to solve problems you would encounter in real working situations. — PATRICK GALLAGHER, GRANLIE FLOOR SERVICE

Join NWFA Today! Being a wood flooring professional has never been more complicated than it is today. There is a lot of uncertainty out there impacting your business. One thing that remains certain is NWFA’s commitment to you and your company. The NWFA is expanding and implementing products and services that can help your business thrive.

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NATIONAL WOOD FLOORING ASSOCIATION NWFA.ORG | 800.422.4556

BUSINESS BRIEFS

DISTRIBUTOR DOINGS

NWFA Completes Homes with Gary Sinise Foundation The National Wood Flooring Association (NWFA) has provided flooring for its 80th and 81st homes in support of the Gary Sinise

The North American Association of Floor Covering Distributors (NAFCD) has revealed its logo redesign and new website at nafcd.org.

Foundation R.I.S.E. program (Restoring Independence Supporting Empowerment). The R.I.S.E. program builds mortgage-free, custom, specially adapted smart homes for severely wounded veterans and first responders. The home dedication for retired U.S. Marine Corps Corporal Chad Ohmer took place in Maineville, Ohio. Flooring for the project was donated by NWFA member Panel Town & Floors. Installation services were provided by NWFA members Panel Town & Floors, and Alford’s Custom Hardwood Floors. The home dedication for retired U.S. Army

RETAILER ROUNDUP

Chad Ohmer and family.

Floor & Decor Holdings Inc. has announced that Bradley Paulsen, president and chief executive officer, has joined the board of directors. Thomas Taylor, the company’s previous chief executive officer, has transitioned to the role of executive chair of the board. Floor & Decor has opened new locations in North Scottsdale, Arizona; Lancaster, California; Cortlandt Manor, New York; Gastonia and Winston-Salem, North Carolina; and Murfreesboro, Tennessee.

Matthew Krumwiede and wife.

Sergeant Matthew Krumwiede took place in Bellevue, Idaho. Flooring for the project was donated by NWFA member Metropolitan Hardwood Floors. To learn more about the program, and how you and/or your company can get involved, contact the NWFA at 800.422.4556, or e-mail them at anita.howard@nwfa.org.

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Wood Stock

“They [homeowners] wanted something that looked like it had always been there. The layout was everything. We had to make sure every line made sense, and that meant measuring constantly and adapting on the fly.” — Alex Oliveira, Arpa Flooring Design By Burt Bollinger Patterned WITH A PURPOSE The Flatiron Building in New York City is one of the most recognizable silhouettes in American architecture. Constructed in 1902, its narrow footprint and triangular design have made it a landmark for more than a century. Inside, however, decades of commercial use had taken their toll. When a major renovation was planned to convert the entire structure from office space to luxury residences, the design brief was clear: make the new look feel like it had always belonged.

PHOTOS COURTESY OF ALEX OLIVEIRA | ARPA FLOORING DESIGN

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That’s where Alex Oliveira entered the picture. Based in Oakhurst, New Jersey, Oliveira owns Arpa Flooring Design and does most of his work across New York City. Known for his experience installing parquet, chevron, and herringbone, he was brought in to lead the flooring work for one of the first renovated residential units in the building.

“This wasn’t just about putting in a nice floor,” he said. “The goal was to create something that felt timeless and rooted in the original character of the building, even though the space had been gutted completely.” The 2,500-square-foot apartment was stripped to its bare structure. Much of the original material was removed, including the one-inch pine subflooring. More than three inches of self-leveling material were poured throughout. On top of that, crews

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Wood Stock

installed a 10mm GenieMat for sound control, followed by AdvanTech OSB. With this base in place, Oliveira’s team could begin the installation. The new hardwood was a custom European white oak parquet manufactured in Italy. Each panel was a large 48” x 48” square, designed with an intricate pattern inspired by a sample of fumed oak that had been found elsewhere in the building. “They didn’t want to go modern with it,” Oliveira explained. “They wanted something that looked like it had always been there. That’s what made this project different. We had to match that old look using new materials.” Instead of aligning the parquet with the apartment’s walls, the layout followed a snapped line that ran from the center of the hallway to a triangular architectural feature. This detail, driven by the natural geometry of the interior, introduced several complex angles into the installation. “We couldn’t follow the walls,” Oliveira said. “We snapped reference lines and worked out from there. We had to install everything in a way that flowed through the space without making it feel off.” The main living areas received the patterned parquet, while the bedrooms were done in a straight-lay installation using matching oak. One of the biggest challenges, Oliveira noted, was keeping transitions clean and level between the two styles of flooring. “The layout was everything. We had to make sure every line made sense, and that meant measuring constantly and adapting on the fly.” Before installation, the material was delivered to the site and acclimated for a week. The climate was under control, ensuring the temperature and humidity levels were stable. Color matching was another layer of complexity. “We made more than 10 samples,” Oliveira recalled. “The original oak had a creamy tone, and we had to find a way to get that look using modern finishes.” Ultimately, the team landed on a blend of 75 percent DuraSeal Golden Oak with 25 percent Country White. The result was a warm, creamy brown tone sealed with a satin finish using Bona Traffic HD. The Flatiron Building renovation will continue for some time. While this single apartment measured 2,500 square feet,

the same approach will be replicated throughout the structure, totaling more than 100,000 square feet of custom flooring. Oliveira said jobs like these are a reward for the years of work it takes to build skill and trust. “You don’t start your career with projects like this. I began 18 years ago as a helper, learning straight-lay first, then moving to patterns, then more complex stuff. That’s how you earn your place on a project like this.” For Oliveira, the work is about more than just installing floors. “When I come into a space like this, I get to be part of bringing a building back to life. It’s a good feeling knowing that what we put in might last another 100 years.”

Get involved!

>> To view the schedule of NWFA training events and enroll, scan the QR code or visit nwfa.org/ hands-on-training/

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Wood Stock

By Burt Bollinger BY DESIGN TIMELESS uncommon challenge. The house needed to feel like it belonged. Jason Horn of Durham Designs Wood Floors understood what that required. His team, already familiar with the builder through previous collaborations, was brought in to install more than 4,000 square feet of flooring across both the main and upper levels. From the outset, the homeowner expressed interest in a patterned entryway. She shared a photo she had found online, featuring a classic basketweave layout with a border and a curved riser at the base of the stairs. The photo showed the curved pieces cut from a single board, but Horn believed the design would benefit from a different approach. “Cutting it works, but bending the wood allows the grain to follow the shape more naturally,” he explained. “It just looks better that way.” The entryway spanned more than 200 square feet, which raised questions about scale and proportion. Horn’s team settled on 6” blocks, a choice that struck the right balance between visual impact and restraint. Rather than calling attention to the pattern with contrasting species like walnut or purpleheart, as they had done in other homes, they opted to keep the look more cohesive. Everything was red oak, with 31/4” boards in the field and 6” blocks forming the weave. “Our goal was to make it look like it had always been there,” Horn said. “We wanted something that could have been installed 100 years ago.” In a neighborhood known for its 1920s and 1930s architecture, a new build came with an

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To maintain control over fit and finish, all milling was done onsite. That gave the team flexibility with acclimation and ensured the material would behave consistently. They built a variety of jigs to keep every board uniform in size, and devoted considerable effort to flattening the subfloor to prevent deviations in the pattern. The team located the centerline of the entryway and snapped

From his perspective, longevity is earned long before a finish coat is applied. It comes from decisions made in the

PHOTOS COURTESY OF JASON HORN | DURHAM DESIGNS WOOD FLOORS

planning stages, from refusing shortcuts, and from doing every step with intention. Horn views each patterned project as an opportunity to reaffirm those values. “When you get into work like this, you realize how much the little things matter,” he said. “Every measurement, every cut, every piece of the layout builds on the one before it. If you take your time and get that right, the whole floor comes together the way it should.” He also credits teamwork and preparation as key elements in reaching that outcome. The coordination required to mill every board onsite, create the templates, and find a centerline in an unfinished space was significant. Yet in Horn’s eyes, these challenges are what keep the work meaningful. “You have to be ready for anything,” he said. “And you have to enjoy solving the problems that come with each job. That is how you grow your skills.” Looking back on the project, Horn reflects most on the satisfaction that comes from creating something that looks like it truly belongs. The finished entryway does not stand apart from the rest of the new home. Instead, it feels rooted in the traditions of the surrounding neighborhood, echoing the craftsmanship of the homes built nearly a century ago. “It is rewarding to know that what we installed today could still be here for the next generation,” Horn said. “Floors like this are not just decorative. They are part of the story of the house. When you do them right, they stay part of that story for a very long time.”

their layout lines from there. “We started in the middle with blocks we knew were perfect and built outward,” Horn said. They installed more than 300 of the 6” squares, checking each one for consistency and fit. The curved portion around the stair base was made using rips of red oak, each roughly 3/16” thick, cut from wide boards. The bend was tight, so flexibility was critical. Once shaped and installed, the entire floor was sanded using a Pallmann Spider, water-popped, stained with a blend of Bona Antique Brown and Natural, and finished with Pallmann Power Satin. One final detail brought cohesion to the project. “We paid close attention to the grain direction in the center blocks,” Horn noted. “If one goes the wrong way, your eye goes straight to it.” Horn takes pride in the discipline behind each project. “It’s about listening to what the homeowner wants, but also making sure the craftsmanship is strong enough to last,” he said. “You do it right, follow the standards, and use good products. That’s how a floor ends up lasting a century.”

the magazine of the national wood flooring association

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GOVERNMENT AFFAIRS INDUSTRY INSIGHTS

ALL PHOTOS ADOBESTOCK ©

WHAT’S IN STORE FOR THIS YEAR?

Although passage of the bill was a huge relief for the many people, communities, and companies reliant on federal programs and functions paralyzed by the shutdown, it is not quite the end of the story. The bill only extended funding for most federal government operations through January 30, 2026, which means members of Congress may face another period of intense negotiations if they hope to avoid another disruption to federal government operations. However, some government entities were provided full funding through the end of the 2026 fiscal year (ending September 30, 2026). The bill signed in November includes full fiscal year 2026 appropriations for the Departments of Agriculture and Veterans Affairs, as well as Legislative Branch Operations. The good news for the hardwood industry is that by including full 2026 funding for USDA, vital programs for the agricultural sector, including program funding for the export promotion

The final quarter of 2025 was a bit of a roller coaster. Tension and partisan bickering punctuated much of the last months of the year as the longest government funding lapse in history (43 long days) dragged on. On November 12, the U.S. House of Representatives finally passed legislation (H.R. 5371) to end the shutdown. The vote to fund the government was along party lines and the president signed the measure shortly thereafter.

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By Dana Lee Cole

Department, funding flows from the Interior budget. On a positive note, the Senate proposal for Interior funding includes $30 million for the WIG program and $15 million for CWG. Although the House concurs with the $30 million for WIG, they have eliminated CWG funding; an issue the Hardwood Federation and our wood products allies already have taken up with House appropriators. WIG and CWG programs will not be authorized for funding until the Interior bill passes Congress and is signed by the president. The Interior bill also includes our policy rider enacted in 2017 and renewed every year since that calls upon EPA, DOE, and USDA to recognize the carbon neutrality of forest-based biomass energy. With staunch supporter Senator Susan Collins (R-ME) chairing the Senate Appropriations Committee, we anticipate that the biomass rider once again will be reauthorized for FY 2026, if the bill can collect enough votes for final passage.

programs that support the American Hardwood Export Council (AHEC), should not be disrupted for at least another year. However, departments and agencies outside of Agriculture and Veterans affairs will have to wait until January to confirm their budgets as Congress and the White House continue to negotiate. Before the end of the year, work began in the Senate on four appropriations bills reported out of Senate committees earlier in 2025: Defense, Labor-Health and Human Services-Education, Commerce-Justice-Science, and Transportation-Housing and Urban Development. Waiting in the wings was FY 2026 funding for the Interior, Environment, and Related Agencies Appropriations bill, which funds critical programs including the Wood Innovation (WIG) and Community Wood Grant (CWG) programs. Although WIG and CWG are administered by the U.S. Forest Service located within the Agriculture

Government Affairs (Continued)

The Freight Restriction Elimination for Safer Hauling (FRESH) Act of 2025 is being promoted by Rep. Mike Collins (R-GA). The bill simply would allow trucks hauling “perishable commodities” to access the interstate highway system at weights in excess of 80,000 pounds. The term “perishable commodity” includes raw logs and forest products, pulp wood, chips, and biomass. This bill has not been introduced yet, but we expect it to drop early in 2026.

The second most likely focus of early 2026 will be the reauthorization of our nation’s highway program, which could provide some positive movement toward increasing truck weights on federal interstates. We are encouraged by the introduction of legislation this Congress addressing truck weight reform. One bill that currently is pending is our long-supported Safe Routes Act (H.R. 2166). Rep. Tony Wied (R-WI) is the lead sponsor of this measure which would allow trucks traveling at the maximum gross vehicle weight on state roads to access that state’s portion of the interstate for short distances. As we know, several states have an 80,000-pound weight restriction but allow “tolerances” to exceed that weight for trucks carrying agricultural commodities,

including timber. This bill simply would allow log trucks carrying that extra weight to access the interstate when it makes sense to do so. The other bill is titled the Freight Restriction Elimination for Safer Hauling (FRESH) Act of 2025 and is being promoted by Rep. Mike Collins (R-GA). The bill simply would allow trucks hauling “perishable commodities” to access the interstate highway system at weights in excess of 80,000 pounds. The term “perishable commodity” includes raw logs and forest products, pulp wood, chips, and biomass. This bill has not been introduced yet, but we expect it to drop early in 2026. The most recent update to the highway bill was the Infrastructure Investments and Jobs Act (IIJA) enacted in November 2021. The highway bill provisions of that measure expire on September 30, 2026. The federation team will be working with our partners in the forestry and forest products value chain to include either of these measures in the final surface transportation reauthorization legislation. In addition to these two measures, a coalition of manufacturers in the food, beverage, and pulp and paper sectors is promoting legislation that would authorize a 10-state pilot program to allow 91,000-pound rigs equipped with a sixth axle on the interstate highways. In many instances, rigs are leaving distribution centers half or three quarters full because they have hit the 80,000-pound weight limit. This results in more truck trips, increasing traffic and air pollution. Like the FRESH Act, this bill is expected to be introduced early in 2026.

In our meetings with transportation committee leadership in the House and Senate, as well as with rank-and-file committee members, we are picking up there is appetite to address truck weight reform in this upcoming highway bill rewrite. As with the budget process, we will continue to track and engage on the transportation provisions most important to the hardwood industry. It almost is assured that other important issues will emerge in early 2026, and we will be prepared to enter into the debate. 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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Square Collection by Appalachian Lumber

Appalachian Lumber is proud to introduce the 4 Square Collection - a new line of pattern floors designed to elevate the aesthetic of any space. While we have built a reputation for crafting the finest herringbone and chevron floors for years, we recognized the need for a more diverse and intricate pattern option to meet the desires of our discerning customers.

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5879 W US Hwy 421, Wilkesboro, NC 28697 // 888.910.WOOD // AppalachianLumber.net

Windsor

Tuscany

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INDUSTRY INSIGHTS

MARKET MATTERS

Confusion

STATE OF

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The U.S. economy is in a state of confusion with some segments strong and some weak. The net effect of these offsetting forces is slow growth in the short-term (2025 2027 of 1.9 percent), and growth accelerating slightly in the longer term (2009-2030 of 2.5 percent). Some of the segments considered stronger are as follows: • Consumer spending continues to grow despite headwinds posed by inflation, weak disposable income, and weak household growth. • Artificial intelligence has and will continue to enhance productivity, spur construction in energy production facilities, and accelerate the repurposing of buildings, especially offices.

• Interest rates will continue to fall as the Fed reduces the discount rate, improving housing affordability, reducing commodity pricing, and mitigating the impact of tariffs. • Inflation will decline as energy production ramps up and core-inflation continues to fall toward the Fed’s target rate of 2.0 percent. • Real disposable personal income growth continues to increase and is exceeding the core inflation rate of growth. • Housing starts are increasing as interest rates fall and builders offer interest rate buy-downs and purchase incentives. • Existing home sales, currently averaging a weak 4 million units annually, are forecasted to return to 5 million units per annum in 2027 as interest rates fall and affordability becomes tenable.

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By Santo Torcivia

Major uncertainties and risks facing the U.S. economy and this forecast are the impact of the wide-ranging tariffs, the federal government budget cuts, and federal labor lay-off initiatives being instituted by the Trump Administration. The tariffs, by far, present the greatest unknowns and the highest risks, including: • Tariffs could create chaos for supply chains, dislocate manufacturing and sales, and kick-up inflation. Also, tariffs could worsen fiscal deficits, adding pressure to long-term interest rates. The current trade-weighted tariff rate is 26 percent among the largest nations importing flooring into the U.S. This rate is likely too large to be wholly absorbed by importers. • 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 current policies to reduce it are unsuccessful. • Unemployment remains stable and positive and will remain that way through 2030.

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Professional-grade adhesives and subfloor preparation systems.

Market Matters (Continued)

U.S. CALCULATED RESULTS – YTD 2025

-7.5% -6.6% 5.0% Ceramic Tile

-9.5% -19.6% 14.3% Laminate Flooring

Resilient Flooring

Wood Flooring

Total Flooring

-4.5% -4.0% 3.2% Carpet & Rugs

Market Channels

Estimated U.S. Production

-10.0%

-10.0%

-7.7% -4.9%

Exports Imports

3.2% 4.6%

6.1% 6.6%

5.7%

Total U.S. Market

-1.7%

-1.1%

-4.3%

-4.8%

-5.0%

-3.1%

Source: U.S. International Trade Commission Import and Export Reports, Federal Reserve Production Index / Carpet and Rugs, Tile Council of North America, and Market Insights LLC Research. Note: YTD = September 30, 2025.

• 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, offices (mainly data centers, and professional offices), and institutional building types. Factors threatening the U.S. economy include: reduction agenda depends on Congress working together to put aside personal interest, reduce spending, and pass the required legislation. • 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 on-shoring, new investments in domestic production, and consumer spending, will slow economic growth. • The unknown long-term effects of the imposition of tariffs on foreign imports is a major risk. • Other potential threats to the U.S. economy include a widening war in Ukraine or Middle East, 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. Santo Torcivia is president of Market Insights LLC in Reading, Pennsylvania. He can be reached at 610.927.2299 or storcivia@marketinsightsllc.com. • Inflation will continue to be an issue among key commodities for consumers. Much of the inflation

• The gross federal debt is very high currently at $37.3 trillion, up 37 percent from 2020, and 121 percent of GDP currently.

• An escalation of war in Ukraine, the war on drugs, or new global conflicts in the middle east or Europe could threaten the global economic stability. • A trade war instigated by a reaction to the newly instituted U.S. tariffs also would void the assumptions underlying this forecast. 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 impact, either positive or negative on the U.S. economy. Key assumptions and issues effecting the U.S. economy: • Housing starts should average 1.37 million units annually (a mediocre rate) in 2025; still, single-family starts are growing, and this will continue to add some economic growth to the economy. • 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 onwards 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. Still, the labor market remains resilient, and asset values are stable.

This is a summary of the December 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.

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2020 , 2022 , 2023 & 2024

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BUSINESS BEST PRACTICES SALES SAVVY

The MESSY MIDDLE During a recent family dinner, it felt like an opportune time for a dad-lesson — the kind my siblings and I experienced growing up. It felt like one of those Progressive Insurance commercials where children become their parents. Like any lesson, timing is critical. My kids are in the middle of the school year. The enthusiasm of a new school year has faded. Teachers are stretching their minds. Schoolwork is challenging. Summer break feels like a distant dream. In short, students are hitting a wall.

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By Paul Reilly

I broke out the visual aids: a large box full of notes and papers and a copy of my book, Selling Through Tough Times. I said to my daughters, “You see my book, but do you know what’s in the box?” Looking at one another, puzzled, confused, (and hangry), my oldest said, “No, what is it?” I replied, “It’s the messy middle.” I pulled out an early, rough draft and fanned through the pages. It was a sea of red ink: typos, editing suggestions, and entire paragraphs (and pages) crossed out. The margins were covered with candid feedback: What is this? It makes no sense. Too much alliteration. I asked my daughters, “If you only saw these rough drafts and didn’t see the finished book, would you call this a success?” They shook their heads, no. I pointed to the box and said, “I experienced writer’s block, lost enthusiasm, and felt stuck. It was challenging. But I never quit. I never lost sight of this (holding the finished copy in my hand) …” “You’re in the ‘messy middle’ of the school year,” I continued. “It may be harder to focus; you may struggle to gain momentum. That’s normal. The messy middle is challenging. To help push you through, remember where you want to be at the end of the year.” My girls were engaged. We discussed other examples of the messy middle: learning a new soccer move, mastering a dance routine, or nailing a tumble turn in swimming. The messy middle is a struggle; struggle is where growth begins. I’d love to say this observation was an original thought, but renowned Harvard professor Rosabeth Moss Kanter popularized this concept of the messy middle. More formally known as Kanter’s Law: “Everything looks like a failure in the middle.”

You’re in the "messy middle" of the school year. It may be harder to focus; you may struggle to gain momentum. That’s normal. The messy middle is challenging. To help push you through, remember where you want to be at the end of the year.

Consider how Kanter’s “messy middle” applies to sales. Those painful moments when progress stalls, your vision blurs, and desired outcomes are uncertain. You’re working hard to build a

new territory with intense prospecting, yet nothing is materializing. You’re struggling to gain traction with a new product, and the initial enthusiasm has faded. Remember, the messy middle isn’t permanent. It’s a temporary pit stop on your journey to success. When you’re at that pit stop, use the following tips to keep moving forward. PHOTO COURTESY OF PAUL REILLY

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Sales Savvy (Continued)

TIP #1 – STRETCH YOUR TIME HORIZON Get out of the present moment causing you pain. In the messy middle, look to the future. • Where do you expect to be in three years? • What is the three-year potential of your territory or region? • Five years from now, will the struggles I’m currently facing really matter? • Fast-forward three years: your best prospects are now loyal customers. How would you describe that relationship? We move in the direction of our thoughts; we behave as we believe. The clearer our vision, the easier it is to bust through the blocks. A clear vision is like a sharpened pick axe, used to break through the boulders in our way. Stretch the time horizon backward as well. In the painful present, we tend to notice the gap ahead of us more than the progress behind us. Take stock of how (and where) you started and recognize your progress. In this moment of clarity, you revisit your vision, which motivates you to move forward. If you improved by 1 percent every day, you would be 100 percent better in 70 days. Consider how this concept applies to a sales opportunity. Moving forward 1 percent every day could amount to a 100 percent sales increase in a few months. Even half a percent generates progress. Fractional improvements still lead to movement. Success is rarely a giant leap; it’s often created through a series of small wins. Ask yourself these questions to define your 1 percent improvement: • What is the next immediate best step to generate progress? • What is one additional step to further align this solution with their needs? • What is another touchpoint I can use to differentiate our solution? • How can I take this project one step further so it’s easier for them to say yes? Everyone makes a pit stop at the messy middle. Sometimes it’s writer’s block. Other times, it’s pursuing a sales opportunity. Although this stage is uncomfortable, take comfort in knowing it’s part of the process. Keep going! Revisit your vision for the future. Look to the past to gauge progress, and focus on small wins in the right direction. Everything looks like a failure in the middle. Soon, this messy middle will be in the distant past. TIP #2 – FOCUS ON SMALL WINS TO GENERATE MOMENTUM

Paul Reilly is a speaker, sales trainer, and author of Selling Through Tough Times and coauthor of Value-Added Selling. He is also the creator of CoachVAS.ai, the first AI sales coach powered by Value-Added Selling. Contact him at paul@reillysalestraining.com or visit tomreillytraining.com to sign up for the free newsletter.

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MARKETING BUSINESS BEST PRACTICES

Digital House Call Your VIDEO:

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By Seth Gladden

They are deciding between doing it themselves or hiring a professional. Their hardwood-related questions are simple: • Will my home be respected? • Will this be dusty? • Will the color turn out right? • Will repairs blend in? • Can I trust the crew in my house? • Is the investment worth it? Here’s the challenge: unless you want to knock on random doors and ask people if they want their wood floors replaced or refinished, how do you reach the right customers, earn their trust, and help them say yes? One of the best ways is video.

In my college days, I got a summer job selling home security systems door to door. Before they ever let us loose on a neighborhood, they flew us to corporate for a full week of training, where I learned everything about the equipment. Every sensor, every wire, every circuit. And even though I was training as a sales rep, I knew how to install it, troubleshoot it, and explain it in a way that would make an engineer proud. Which, of course, became a problem. During my first week on the job, I’d knock on a door, get into a home, start the sales walk-through, and a homeowner would point to a motion detector and ask, “So how does that work?” And I would light up. “Well, it uses a dual infrared sensor that tracks heat

signatures across multiple motion zones…” Somewhere in the middle of that sentence, their eyes would glaze over. I almost could see the sale floating away. I had made something simple sound complicated and scary. When I told my sales manager what was happening, he laughed and gave me something new to try. The next day, another homeowner asked the same question. “How does the motion detector work?” I said, “Really well.” That was it. That was all they wanted. Not a technical lesson. Not a schematic. Just reassurance that it worked. So, what does any of this have to do with selling and installing wood floors? Everything. Because no matter the industry, we all get hit with the curse of knowledge. The more we learn, the harder it becomes to imagine what it’s like not to know the details. When you install or refinish hardwood, you think about substrate prep, moisture, layout, sanding sequences, species behavior, dust containment, repairs, color consistency, and finishing systems. Homeowners do not.

PHOTOS COURTESY OF SETH GLADDEN | THE GLADDEN GROUP

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