Hardwood Floors June/July 2025

Still independently owned and operated by the fourth generation of the founding family, Berger-Seidle® is likely the last major global finishing brand not controlled by private equity or foreign ownership. The result? A company driven by passion, personal commitment, technical excellence, and family spirit—qualities you can feel when working with the team and using the products. Founded in Germany in 1926, Berger-Seidle® has maintained a U.S. presence since 1997, headquartered in Duluth, Georgia. Since then, the company has introduced groundbreaking next-generation solutions while honoring its roots in precision craftsmanship. Markus M. Adam, fourth-generation owner and longtime U.S. resident, has made a strong commitment to the North American wood flooring industry. He shared his thoughts on Berger-Seidle’s® latest innovations and brand philosophy. WHAT ARE YOUR LATEST TOP INNOVATIONS? GreenStar: Our flagship 2K water-based finish, GreenStar has been setting the industry standard since 2016. It’s completely free from isocyanates and aziridines, requires no hazard labeling or skin protection, emits no CO₂ off-gassing, and carries top-level environmental and performance certifications. Available in four gloss levels—from gloss to ultra matte—it also features our innovative, convenient Kangaroo™ packaging. CeramicStar: Designed for speed and durability, CeramicStar cures fully just 12 hours after the final coat—eliminating the need for on-site UV systems. Now also certified as a Cfl-class fire-retardant system, it offers premium German performance at an exceptional value. Pinkqualizer: This water-based reactive product neutralizes the red and pink undertones found in red oak flooring—quickly and effectively—in a single application step. NordicWhite: For customers seeking a clean, whitewashed look, NordicWhite offers an easy-to-control finish that builds white tone layer by layer. This 1K water-based solution ensures smooth, consistent results without blotching or roller marks. ExpressStain COLOR: A classic solvent-based stain reinvented with modern technology. ExpressStain COLOR delivers rich tones, a wide palette, safe and simple application, and fast recoating—ready for overcoat just two hours after applying ExoBloc + TUBRO. It’s a true game-changer for North American job sites.

ColorMaster PRO by Berger-Seidle® Is Changing the Game.” What Makes It So Powerful? The ColorMaster PRO system brings true game-changing benefits to both contractors and distributors. In short: any color, anytime —instantly and independently. This custom-tinting technology eliminates the need for massive storage, costly shipping, and lengthy delays. Fully modular and scalable, it can be adapted to fit the unique needs of each Berger-Seidle® partner across North America. What’s Your Philosophy on Marketing vs. Honesty? At Berger-Seidle®, we put truth before marketing—always. You won’t find exaggerated claims or spin in our communications. We let technology, performance, and product experience speak for themselves.