Hardwood Floors June/July 2026

JUNE/JULY 2026

WOOD FLOOR OF THE YEAR MEMBERS' CHOICE: FLOOR MASTER COMPANY

MAINTENANCE PRACTICES THE IMPORTANCE OF COATING THICKNESS

SUBFLOOR PERFORMANCE SYSTEMS INSTALL WITH STRENGTH AND CONFIDENCE

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TOOLS AND ACCESSORIES

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PROFESSIONAL HARDWOOD FLOORING PRODUCTS

FEATURES

ON THE COVER

WOOD FLOOR OF THE YEAR MEMBERS' CHOICE: FLOOR MASTER COMPANY

2026 NWFA Wood Floor of the Year By Burt Bollinger The Wood Floor of the Year awards encourage and recognize innovative craftsmanship and design in wood flooring installations. See the winning floors and all of the projects that vied for the title.

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The Importance of Coating Thickness By Damian Bush As film-forming finishes are favorites for wood floor refinishing projects, proper application and coating thickness become crucial factors for a successful outcome.

Maintenance Practices for Wood Flooring, Furniture, and Cabinetry By Johannes Boonstra Wood furniture, cabinetry, and flooring all originate from the same fundamental material, yet the way each must be maintained varies significantly. For both professionals and homeowners, understanding these similarities and differences is essential for protecting long-term performance and appearance.

PUBLISHING PARTNERS

CONTENTS

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

Industry Insights

20 Government Affairs Renewable fuel standard.

By Dana Lee Cole

24 Market Matters Directional clarity.

By Santo Torcivia

Business Best Practices

28 Sales Savvy Discounting is the

By Paul Reilly

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

penalty for sameness. 32 Special Content Why join a trade association?

By Anita Howard

PUBLICATION TEAM

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 Laura Hermann | Advertising Coordinator | laura.hermann@nwfa.org

At the Site 36 Sponsored Content 100 years of passion, innovation, and setting benchmarks in wood flooring. 72 Tech Talk Ensuring finishes are not

By Berger-Seidle

affected by the heat. 78 Hardwood Hints Scrapers.

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 Terry Patton

82 Technical Publication Tip Finish properties.

CONTRIBUTING WRITERS Burt Bollinger Johannes Boonstra

Product Focus

Libby White Johnston Terry Patton Paul Reilly

84 Factory Finished Flooring 88 Finishes, Applicators, Fillers, and Maintenance Products

Steve Brattin Damian Bush Dana Lee Cole Anita Howard

Mark Scheller Santo Torcivia

Also in this Issue

ADVERTISING SALES

6 Chair’s Cut

By Steve Brattin

8 Business Briefs 12 Wood Stock

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

By Libby White Johnston

38 NWFA Wood Flooring Expo Wrap 44 NWFA Service Awards 66 Throwback WFOY 90 Seen at NWFA Schools 92 New Products 94 Overheard on NWFA Podcasts 95 Meet our Members: Izaiah Barrow 96 Ad Index 80 Five Things I Wish I Knew

By Anita Howard By Mark Scheller

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.

YOUR ONE STOP SHOP

Your One-Stop-Shop for: Unfinished Flooring, Prefinished Flooring, Waterproof Flooring. INSTALLATION PRODUCTS: Adhesives, Moisture Protection, Underlayment, Protective Overlays, Nailers, Large Machines, Small Machines. FINISHING PRODUCTS: Abrasives, Stains, Water Based Finish, Oil Based Finish, Filler, Finishing Touches, Vents, Medallions, Moulding. Your One-Stop-Shop for: Unfinished Flooring, Prefinished Flooring, Waterproof Flooring. INSTALLATION PRODUCTS: Adhesives, Moisture Protection, Underlayment, Protective Overlays, Nailers, Large Machines, Small Machines. FINISHING PRODUCTS: Abrasives, Stains, Water Based Finish, Oil Based Finish, Filler, Finishing Touches, Vents, Medallions, Moulding. Your One-Stop-Shop for: Unfinished Flooring, Prefinished Flooring, Waterproof Flooring. INSTALLATION PRODUCTS: Adhesives, Moisture Protection, Underlayment, Protective Overlays, Nailers, Large Machines, Small Machines. FINISHING PRODUCTS: Abrasives, Stains, Water Based Finish, Oil Based Finish, Filler, Finishing Touches, Vents, Medallions, Moulding. Your One-Stop-Shop for: Unfinished Flooring, Prefinished Flooring, Waterproof Flooring. INSTALLATION PRODUCTS: Adhesives, Moisture Protection, Underlayment, Protective Overlays, Nailers, Large Machines, Small Machines. FINISHING PRODUCTS: Abrasives, Stains, Water Based Finish, Oil Based Finish, Filler, Finishing Touches, Vents, Medallions, Moulding. Your One-Stop-Shop for: Unfinished Flooring, Prefinished Flooring, Waterproof Flooring. INSTALLATION PRODUCTS: Adhesives, Moisture Protection, Underlayment, Protective Overlays, Nailers, Large Machines, Small Machines. FINISHING PRODUCTS: Abrasives, Stains, Water Based Finish, Oil Based Finish, Filler, Finishing Touches, Vents, Medallions, Moulding. Your One-Stop-Shop for: Unfinished Flooring, Prefinished Flooring, Waterproof Flooring. INSTALLATION PRODUCTS: Adhesives, Moisture Protection, Underlayment, Protective Overlays, Nailers, Large Machines, Small Machines. FINISHING PRODUCTS: Abrasives, Stains, Water Based Finish, Oil Based Finish, Filler, Finishing Touches, Vents, Medallions, Moulding. Your One-Stop-Shop for: Unfinished Flooring, Prefinished Flooring, Waterproof Flooring. INSTALLATION PRODUCTS: Adhesives, Moisture Protection, Underlayment, Protective Overlays, Nailers, Large Machines, Small Machines. FINISHING PRODUCTS: Abrasives, Stains, Water Based Finish, Oil Based Finish, Filler, Finishing Touches, Vents. EVERYTHING YOU NEED

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CHAIR’S CUT MAKING NWFA A

Steve Brattin Chair, NWFA

Community

As I write this column, I have just returned from the 2026 NWFA Wood Flooring Expo in Orlando, Florida. The week was filled with seeing old and new friends, hands-on demos, valuable education sessions, and exciting new products. But one of the big things that has stuck with me after the show is the commitment our industry has to service. That was evident starting with the opening session of Expo. We heard from NWFA members from across the country about what drives them and how they carry that passion forward. The NWFA thrives because of the volunteers who go above and beyond to make it a community for wood flooring professionals. Before the curtain was even raised for Expo, there were examples of giving back for the betterment of the industry. Board members who come together to figure out how to strengthen the association. The world-class NWFA Regional Instructors who spend time away from their businesses to teach hands-on courses and come up with top-notch demonstrations to do during the show. Members who share their knowledge with others during education sessions. There were an incredible number of NWFA Service Award honorees recognized during this year’s Expo. These included the Community Service Award, Emerging Leader Award, Hall of Fame, and Vanguard Award. The ways in which these members have supported the association and their communities are inspiring. You can read more about the recipients and their amazing contributions starting on page 44 of this magazine. Something else highlighted during Expo was one of NWFA’s most meaningful partnerships, the Gary Sinise Foundation. Through their R.I.S.E. (Restoring Independence Supporting Empowerment) program, they build specially adapted smart homes for severely wounded veterans and first responders, improving the quality of life for heroes and their families. NWFA and its members have proudly contributed flooring and labor to these projects for years. To date, we have helped complete more than 88 homes, providing beautiful, durable wood floors that make a lasting impact. The NWFA Education & Research Foundation (NERF) Golf Tournament closed out the week at Expo. It was fun and the proceeds went to benefit the Flooring Futures Initiative, which helps support the next generation of flooring contractors and business owners. More than $100,000 in scholarships have been awarded since NERF was created. NWFA members contribute in a variety of ways and it does not go unnoticed around here. We might say “you get out what you put in” a lot, but actually, any investment you make into improving the industry, yourself, or your business will come back to benefit you more than you could imagine. Contact the NWFA today at 800.422.4556 or visit nwfa.org to get involved.

PHOTOS COURTESY OF NWFA

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BUSINESS BRIEFS

MANUFACTURER MEANDERINGS AcoustiTECH has established a new strategic partnership with ECORE International aimed at delivering integrated, innovative solutions.

Loba-Wakol North America has promoted Karen Atilano to senior director of finance and administration.

Karen Atilano

Peachey Hardwood Flooring has added Patrick Fairbanks to its team as wholesale sales executive.

Patrick Fairbanks

Rubio Monocoat USA announced Joe Verich has joined the team as an industrial sales representative.

CLIMIT has appointed Eric Atkinson as its new business development manager for the Midwest.

Joe Verich

Eric Atkinson

LATICRETE marks its 70th anniversary

LATICRETE marks its 70th anniversary with the appointment of Daniel B. Rothberg and Henry B. Rothberg to its board of directors. Founded in 1956 by Dr. Henry M. Rothberg and Lillian Rosenstock Rothberg, the company now operates in more than 100 countries.

Daniel B. Rothberg

Henry B. Rothberg

BUSINESS SERVICES

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!

Bits Orchestra, a custom software and system integration company, recently announced its expansion into the U.S. market. The company focuses on building and connecting systems including websites, dealer portals, product catalogs, CRM, ERP, and inventory platforms.

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DISTRIBUTOR DOINGS Bed Bath & Beyond Inc. has signed a Letter of Intent to acquire the equity interests and substantially all assets of F9 Brands, Inc., which owns and operates Southwind Building Products. PC Floors has opened its 10th location in Hartford, Connecticut. This is the company’s third showroom in the state, joining established locations in Danbury and Waterbury.

PC Floors grand opening in Hartford, Connecticut.

BUSINESS BRIEFS

RETAILER ROUNDUP

Gary Sinise Foundation The National Wood Flooring Association (NWFA) has provided flooring for its 83rd, 84th, and 85th homes in support of the Gary Sinise Foundation R.I.S.E. (Restoring Independence Supporting Empowerment) program. The R.I.S.E. program builds mortgage-free, custom, specially adapted smart homes for severely wounded veterans and first responders. The home dedication

PID Floors has launched a PID Floors x NWFA | Beyond The Surface YouTube playlist – an exclusive new mini-video series dedicated entirely to hardwood floorcare topics. The series explores essential topics and common issues regarding the preservation, restoration, and long-term care of real hardwood flooring. Floor & Decor has opened new locations in Vacaville, California; Staten Island and Syracuse, New York; Fayetteville, North Carolina; Bethel Park, Pennsylvania; and Grapevine, Texas.

for retired U.S. Marine Corps Corporal Brad Ivanchan took place in Scottsdale, Arizona. Flooring for the project was donated by NWFA member Lambright Flooring. Installation services were donated by NWFA member Blackhawk Floors. The home dedication for retired U.S. Army Captain Tyson Quink took place in Leesburg, Virginia. Flooring for the project was donated by NWFA member Mannington Mills. The home dedication for retired U.S. Army Sergeant First Class Joe Bowser took place in Ashland City, Tennessee. Flooring for the project was donated

U.S. Marine Corps Corporal Brad Ivanchan and his dog.

IN MEMORIAM

With sadness, we share that Al Collison passed away on April 28, 2026, at the age of 78. Collison graduated from Norfolk

U.S. Army Captain Tyson Quink and family.

Al Collison

Senior High School in Nebraska and then attended Kansas State University for an animal nutrition degree. In 1997, he orchestrated the beginning of MP Global Products, an underlayment manufacturing company, where he served as founder and president.

by NWFA member Mullican Flooring. 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 anita.howard@nwfa.org.

U.S. Army Sergeant First Class Joe Bowser and family.

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Wood Stock

PHOTO COURTESY OF WIKIMEDIA COMMONS

PHOTOS COURTESY OF ZOLTÁN MOLNÁR | SWISS PARKETT LTD.

Signature SALVAGE

The Szeleczky Castle in Boconád, Hungary, dates back to the 18th century. According to the Daily News Hungary, the Baroque-style castle was commissioned by Márton Szeleczky II in 1760, as a U-shaped building surrounded by a five-acre garden. As a renovation of the palace got underway, Zoltán Molnár of Swiss Parkett Ltd. was asked about restoring the wooden parquet flooring inside of it. When Molnár arrived at the site, he was shocked to find approximately 80 to 85 percent of the original panel parquet already had been dismantled and discarded.

By Libby White Johnston

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“Before a contract was signed, I dismantled and salvaged the remaining panels personally to prevent them from being burned or sent to the landfill,” recalls Molnár. “The castle had a presence, a character, and an atmosphere that immediately resonated with me. In that moment, I knew Swiss Parkett had to be part of this project.” Molnár worked with the Hungarian Heritage Protection Authority closely to ensure a 100 percent historically accurate replica of the original panel parquet was created. There were 400 square meters of 15 mm solid oak parquet and Molnár says the only structural difference was the installation method.

“While the original flooring had been nailed to a traditional sleeper subfloor, the new parquet was adhered directly to a concrete base to comply with modern structural standards,” explains Molnár. “All surface preparation and finishing were completed on site. The surface was wire brushed to recreate historical texture and then treated with oil and wax using period-appropriate materials.” He says the end result exceeded expectations. So much so that Swiss Parkett then was commissioned to complete the ceremonial hall, additional reception rooms, and the director’s office of the Rector’s Cabinet at Semmelweis University in Budapest. Earlier this year, Molnár even was invited to attend the reopening ceremony of Szeleczky Castle alongside government officials. “It was a true honor to speak at such an event – knowing we were returning not just a building element, but a piece of cultural history to the community,” he says. There was still a surprise awaiting Molnár, though. He had been storing the salvaged parquet for 18 months, even though most of it was not in good condition, because he believed it was important from a historical perspective. “From the remaining 15 percent, I selected one panel that I believed could be restored,” shares Molnár. “Without examining its underside, I carefully dismantled it, cleaned it, replaced the deteriorated joinery, and reassembled it according to original structural principles. I preserved the authentic surface character and treated it using linseed oil and balsam turpentine.” After completing the restoration, Molnár examined the back of the panel. What he found was the original craftsman’s signature, which read: “Tar Péter – April 19, 1864.”

“Out of the small percentage that survived, I unknowingly had saved the one piece bearing the handwritten mark of the original master,” he says. “It was a powerful and humbling moment.” Salvaging historic wood is a passion for Molnár. He says in Hungary, a majority of historic parquet floors are removed and discarded. Taking a different approach sets Swiss Parkett apart. “Investing additional care, thought, and energy into details, especially those aligned with one’s professional values, creates distinction,” adds Molnár. “Competitors rarely go beyond what is required. Yet it is precisely those small, intentional decisions that define excellence.”

the magazine of the national wood flooring association

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Wood Stock

By Libby White Johnston Beauty Blending

One of the many benefits of real wood floors is that new flooring can be made to look like old wood that already exists in a home. However, that doesn’t mean it is always easy to do. DJ Townsend of I.R.B. Flooring in Pico Rivera, California, was up for the challenge on a recent job. “This project was to match a 20-year-old hardwood floor so seamlessly that new and old would feel like one,” recalls Townsend. “A contractor reached out knowing the level of precision required hadn’t been achieved yet. After walking the jobsite, I knew it was possible, but it would take time, patience, and craftsmanship.” Featuring 5” rift and quartersawn white oak with planks ranging from 8’ to 14’, Townsend began the project by creating custom stain samples until a perfect match was made. The wood was delivered and

left to acclimate inside the home. Throughout a two week timeframe, he stopped by the house regularly to check and document moisture levels to make sure everything was stable before installation. In the process of covering about 1,300 square feet, Townsend says preparation was everything. “The concrete slab was ground down, leveled where needed, sealed, and topped with ¾” plywood, which was glued and nailed for maximum stability,” he explains. “In high-risk moisture areas like the kitchen and I a T w sla wh wi glu stab moi

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entryways, we applied Bostik Roll Cote for added protection. From there, it was all about control. Locking in the first two rows, maintaining lines, and building in washer rows every 5’ to 7’ to allow the floor to move naturally.” The flooring was installed at a 45-degree angle using a nail down method with glue assist, which Townsend notes is a more demanding approach than standard installs. The craftsmanship is what he believes truly defined this floor. “Every single board was hand beveled before it ever touched the ground. Once installed, we sanded the entire floor and then hand scraped it individually, plank by plank,” shares Townsend. “This wasn’t just hand scraping. It was pushing the technique further than usual.”

PHOTOS COURTESY OF DJ TOWNSEND | I.R.B. FLOORING

“This project was to match a 20-year-old hardwood floor so seamlessly that new and old would feel like one. A contractor reached out knowing the level of precision required hadn’t been achieved yet. After walking the jobsite, I knew it was possible, but it would take time, patience, and craftsmanship.” — DJ Townsend, I.R.B. Flooring

the magazine of the national wood flooring association

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Wood Stock

Townsend intentionally created deeper, more pronounced textures, cutting between 1/8” and ¼” into the surface across long, continuous sections. Nothing was done short or random. He says controlled, intentional movement gave the floor its own bold and custom identity. Another potential obstacle to work around was the layout of the home. “There were five detailed wraps, including a 20’ kitchen island, two pillars, and perimeter borders which had to flow seamlessly with a starting run of nearly 50’. Every line mattered. Every angle had to be exact,” recalls Townsend. Throughout the project, Townsend notes that he used Bona dustless systems, Bona adhesives and finish, DuraSeal stains, Bostik Roll-Cote for moisture protection, white oak flooring from Galleher, and Lockwood dyes. He adds that having help from his colleagues, as well as Omar Ascencio with Lionheart Flooring out of Riverside, California, made a big difference onsite. He shares this advice, “When you have the right people involved, everything runs smoother, more efficiently, and successfully.” Townsend says the client loved how things turned out. “At the very end, the homeowners asked for just a bit more depth in the color,” he notes. “We adjusted by tinting the finish slightly darker using a Lockwood dye and that final step pulled everything together beautifully. The result was exactly what we set out to achieve.” A true example of the details that Townsend says can only be achieved with years of experience, problem solving, and dedication to the craft, all defining high level hardwood flooring.

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BUILT ON EXPERIENCE. PROVEN ON EVERY FLOOR.

In an industry defined by skill and reputation, some products earn their place through years of dependable performance. DuraSeal delivers consistent results professionals can rely on, every time. From Premium Polyurethane+ to Masterline Oil-Based and Water-Based finishes and DuraSeal Wood Filler, these essentials focus on what matters most: durability, reliability and results that last. Because when your name is on the job, experience matters. Explore the full lineup at DuraSeal.com or contact your local distributor to learn more. When the job demands consistency, durability and results you can stand behind, professionals turn to DuraSeal,® because trust is built over time, not trends.

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GOVERNMENT AFFAIRS INDUSTRY INSIGHTS

RENEWABLE FUEL STANDARD: Why Isn’t Woody Biomass a Potential Fuel?

Despite this considerable volumetric mandate, the underlying law is an anomaly. Instead of deploying an “all of the above” approach in tapping renewable feedstock sources, the statute imposes overly restrictive conditions on eligibility for fuels derived from forest-based biomass. In the law’s definition of “renewable biomass,” fiber from private tree plantations is eligible, but only on those lands cleared prior to enactment on December 19, 2007. Slash and precommercial thinnings qualify, but whole trees do not. And fiber from federal lands is strictly prohibited. These definitional restrictions were negotiated and secured by the Natural Resources Defense Council based on environmentalists’ concerns around widescale conversion of natural forests to pine plantations to fulfill anticipated renewable fuel demand. volumes of biofuels to be blended into U.S. transportation fuel supplies of gasoline and diesel. The Environmental Protection Agency (EPA) finalized a rule in late March setting the annual number of renewable fuel gallons to be blended into the U.S. supply at almost 26 billion gallons. A forestry and forest products value chain issue that has emerged and become hotly debated with increasing frequency over the last couple of years is related to a long-standing liquid transportation fuel mandate known as the Renewable Fuels Standard (RFS). Originally enacted in 2005 and then refined in 2007 as part of the Energy Independence and Security Act (EISA), the RFS requires growing

PHOTOS COURTESY OF ADOBESTOCK ©

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By Dana Lee Cole

RFS rulemaking mentioned above. The agency did seek comments on the renewable biomass definition during this process but ultimately did not make any changes to it. This action officially closes the regulatory chapter of this issue for now. So, what comes next? Advocates for an expanded renewable biomass definition – the Hardwood Federation included – will continue to push Congress to act. With recent pulp and paper mill closures in South Carolina and elsewhere in the southeast, falling demand in some of these fiber baskets has loggers, landowners, and sawmill operators viewing the situation with increased urgency. Key lawmakers understand the plight of those seeking more markets for forest fiber and residuals. Senate Agriculture Committee Chairman John Boozman (R-AR), in opening remarks during his panel’s consideration of the Fix our Forests

With markets for forest fiber and residuals in a down cycle, the chorus of stakeholders urging expansion of the definition is growing louder. Private industrial forest landowners who see a potential market growth opportunity for their assets have led efforts over the years to revise the definition and open up eligibility for fuels derived from private working forestlands. The challenge politically has been that this definition is embedded deeply in the Clean Air Act and there has been consensus among legal experts that any revision would necessitate a legislative reopening of that statute. Such efforts attract a lot of attention, both from opponents and ancillary stakeholders looking to “shoehorn” in their priorities on any moving legislative vehicle. Moreover, there is very little appetite in Congress right now for moving clean air legislation. That is why forest landowners were pushing hard for EPA to try to modify the definition in its recently completed

Government Affairs (Continued) Act, underscored his belief that forest-derived liquid biofuels should be eligible under the RFS mandate. He noted, however, that his committee does not have jurisdiction over the Clean Air Act and pledged to work with Senate Environment and Public Works Committee Chair Shelley Moore Capito (R-WV) on a solution. The issue takes on added complexity with the fact that the entire forest products value chain is not in agreement. While forest landowners have been pushing hard to create a market pathway in the RFS, the pulp and paper sector continues to oppose these efforts. The opposition is borne out of concern that potential demand for forest fiber, should forest-based liquid transportation fuel production actually scale, could threaten affordability and availability of their feedstock. Advocates for the pulp and paper industry have been effective in communicating these concerns with key committee chairs in Congress. In recent communications from Congressional leaders, it is clear that any viable legislative fix would have to include language protecting wood fiber sourcing areas around pulp and paper facilities. Negotiations are ongoing around specifics and whether it is even possible to fashion language that would thread the needle between the need for increased market demand and protections for existing users of forest fiber. Despite EPA’s inaction on rewriting a RFS biomass definition, the issue shows no signs of abating. The Hardwood Federation will continue to work with our upstream supplier allies and the softwood sector in trying to find a workable solution to this problem. Healthy markets for the forest resource are the engines that power the cycle of sustainability. Without them, forestland conversion to agriculture or development is inevitable. The Hardwood Federation team will continue to work this message in our meetings with members of Congress in hopes that a compromise ultimately may be forged. 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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INDUSTRY INSIGHTS

MARKET MATTERS

Directional clarity is beginning to make clear some issues formerly beguiling the U.S. economy. Real GDP growth is forecast to grow at a slightly slower growth rate of 1.5 percent to 2 percent – what economists call trend growth. This growth will be driven by the following: • Inflation is moderating its rate of growth toward the Federal Reserve’s 2 percent target rate which should be achieved in 2028. • Tax cuts, business investment, and tariffs easing should be a major growth incentive. • Artificial intelligence has and will continue to enhance productivity, spur construction in energy production facilities, and accelerate the repurposing of buildings, especially offices. DIRECTIONAL CLARITY

ADOBESTOCK ©

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By Santo Torcivia

• 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. • 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. Single-family home construction is increasing its share of new home construction given that single-family units contain floor area over two times that of multi-family units. • 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.

Major uncertainties and risks facing the U.S. economy and this forecast are 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, 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 Iran War needs to be settled quickly with no energy supply or political/economic consequences or expansion. • 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.

L6

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Market Matters (Continued)

U.S. CALCULATED RESULTS – AS OF DECEMBER 1, 2025

Carpet & Rugs

-3.9% -12.2% 6.0% Ceramic Tile

Laminate Flooring

3.5% -0.8% 6.4% Resilient Flooring

-15.0% 6.8% -5.4% Wood Flooring

Total Flooring

Market Channels

Estimated U.S. Production

-3.9%

-1.5% -5.7% 11.5%

-2.1% -4.9%

Exports Imports

-24.6%

4.7%

5.7%

Total U.S. Market

0.9%

-0.4%

3.1%

4.3%

-12.9%

0.7%

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.

• The gross federal debt currently is very high at $38 trillion, up 41 percent from 2020, and 123 percent of GDP currently. • An escalation of war in Ukraine, the war on drugs, and 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. 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 affecting the U.S. economy: • Housing starts should average 1.45 million units annually (a mediocre rate) in 2026. Single-family starts are growing, and this will continue to aid some economic growth to the economy. • Residential home improvements will be stymied in 2026 as the uncertainty impact of the new federal policies slowly becomes clear. Spending is expected to recover slightly in 2027 before increasing at a moderate rate from 2028 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. Still, the labor market remains U.S. Real GDP growth will slow through 2027 as growth is frustrated by uncertainty regarding the long- and short-term impact of the Trump Administration policies (tariffs, taxes,

This is a summary of the March 2026 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. 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. resilient, and assets values are stable. Expect residential remodeling to grow well in 2026 and beyond. • Real personal disposable income will grow at an inflation adjusted annual rate of 2 percent or greater through 2031, 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: • Inflation will continue to be an issue among key commodities for consumers. This especially will be true if government spending is not sufficiently controlled, tariffs do not work as planned, and employment suffers, to name just a few. • Federal debt will exceed $38 trillion for the U.S. by the end of 2026. • 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 are a major unclear risk. • Other potential threats to the U.S. economy include a widening war in Latin America, Ukraine, or Middle East, new conflicts in Taiwan with China, the Persian Gulf, or other areas; a major domestic

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By Paul Reilly

DISCOUNTING IS THE PENALTY FOR SAMENESS

What are your definable and defendable differences? In 1934, Russian biologist G. F. Gause published a book titled The Struggle for Existence. In it, he described the competitive exclusion principle, which states that two species competing for the same resources cannot stably coexist. Eventually, one will gain a slight advantage and outcompete the other. The losing species faces two options: adapt its competitive strategy or go extinct. Although Gause was studying bacteria growing on yeast cultures, he just as easily could describe the state of the flooring industry today.

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Sales Savvy (Continued) Businesses are facing a pandemic identity crisis. Merger and acquisition activity is high, leaving many organizations resembling blended families. These newly combined companies are one part legacy and one part acquisition. Additionally, product commoditization and service convergence create a camouflaging effect where all options look the same. That is a dangerous position to be in. When buyers see no meaningful difference, they default to the most basic criterion: price. The decision becomes about the core commodity rather than the broader value delivered. Sales leaders recognize this risk, and many believe their biggest threat to growth is an inability to differentiate. Interestingly, when we ask professionals in our seminars to describe their company’s definable and defendable differences, more than half struggle to answer the question clearly. Robert Goizueta, the late CEO of Coca Cola, once said, “In real estate, it’s location, location, location. In business, it’s differentiate, differentiate, differentiate.” You may be outstanding. But the real challenge is to stand out. Differentiation is not a luxury. It is a strategic necessity. Yet companies (and most salespeople) spend too much time trying to fit in and fail to realize that true greatness happens from standing out. Standing out in the marketplace does not happen by accident. It requires deliberate choices and disciplined thinking. Consider the following principles as a guide. It’s not just okay to be different. It is necessary. When a customer says, “I can buy the same thing down the street cheaper,” that is rarely a price objection. It is a failure to-differentiate objection. The same applies when customers claim they can purchase the product online at a lower price. What they really are saying is they perceive no meaningful difference between your offering and the alternatives available to them. If customers believe every option is the same essentially, price will win inevitably. Be more curious about your potential than concerned about your competition. Many sales organizations spend enormous energy trying to beat a particular competitor. While

competitive awareness is important, obsessing over rivals can limit creativity. If your goal simply is to outperform a competitor, you may build something merely good enough, not something that reflects your full potential. Go to market in a way that is so uniquely yours that others compete with you, but you do not compete with them. Innovate. Don’t imitate. One of the biggest reasons companies struggle to differentiate is a lack of imagination or initiative. Instead of creating new value, they wait for someone else to innovate and then copy the idea quickly. But imitation rarely produces differentiation. For example, if you introduce inventory management programs, multiple daily deliveries, and training simply because competitors offer them, you have commoditized your value-added services unintentionally. You become more of the same. True differentiation cannot be borrowed. It must be authentic. Solve unique problems or solve common problems in unique ways. Another powerful way to differentiate is through the problems you choose to tackle. Most companies chase the low-hanging fruit – the easy opportunities that require minimal effort. Yet real differentiation often lies in addressing the challenges others avoid. Ask yourself the following questions: • What problems do competitors shy away from? • What have customers accepted because they believe no one can solve them? • What issue keeps your customers awake at night? When you help customers solve seemingly unsolvable problems, you move beyond being a supplier or service provider and become a partner. Differentiate by the customers you choose. Not all business is good business. One overlooked strategy for differentiation is being selective about the customers you pursue. Imagine the reputation you would build if your company became known for working exclusively with the most progressive, innovative organizations in your market. In this scenario, partnering with your company carries prestige. Customers want to be associated with you because of the company you keep. Conversely, if your client base is dominated by price shoppers and bottom-feeders, the market may assume you compete primarily on cost. Once you clearly define how you stand out, you gain a powerful response to a common customer statement. Imagine a customer saying, “You and the other supplier basically are in the same business, right?” At that moment, you confidently can say, “We may be in the same industry, but we are not in the same business. And here’s why.” When customers clearly understand your differences, the conversation shifts from price to value. You are no longer one option among many. You become the supplier they prefer, the partner they trust, and the benchmark from which others are measured. In markets crowded with look-alikes, differentiation is not optional. It is survival. Paul Reilly is a professional speaker, sales trainer, and author of Selling Through Tough 7LPHV DQG FRDXWKRU RI 9DOXH $GGHG 6HOOLQJ +H LV DOVR WKH FUHDWRU RI &RDFK9$6 DL WKH ÀUVW 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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SPECIAL CONTENT BUSINESS BEST PRACTICES

In the simplest terms, trade associations exist to support professionals within a specific industry. The American Medical Association supports physicians, medical residents, and medical students; the National Association of Manufacturers supports manufacturers across all industries; and the National Association of Home Builders supports residential home builders and remodelers. There pretty much is an association for every profession (teachers, financial planners, electricians), interest (environment, animal welfare, retirement), and hobby (home brewing, vehicle restoration, hunting). Within our industry, the National Wood Flooring Association (NWFA) supports professionals across the entire wood flooring supply chain: manufacturers, distributors, retailers, contractors, inspectors, and more. This is different from most associations that focus only on one member segment because it brings together all member types to improve and grow the industry as a whole, for the benefit of all. Still, many businesses hesitate to join a trade association because they think they already know everything they need to know, they’re already successful, or they just don’t understand how an association could help their business. But whether you’re an experienced installer, a seasoned inspector, a diversified distributor, a growing retailer, an established manufacturer, or brand new to the industry, if you’re part of the wood flooring industry, joining the NWFA can be one of the smartest professional decisions you make. Here’s why. People join trade associations for a variety of reasons. Perhaps they want to expand their industry knowledge, meet peers who share their experiences, or even just obtain business leads, but the truth is, simply joining a trade association doesn’t make magic happen. You have to engage in the process to reap its benefits. And the benefits are many. Association? Trade Why Join a

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By Anita Howard

KNOWLEDGE

GROWTH

Providing the services your business needs to grow is a major focus of trade associations. This can be accomplished in a variety of ways, and with a diverse membership like the NWFA’s, each member type has a different growth need. For manufacturers, distributors, and retailers, it may be economic data, member directories, or industry trends. For contractors and inspectors, it might be skills training, business education, or job leads. Whatever the need, trade associations provide timely, relevant services to help open doors for you that might otherwise stay closed.

Every industry must evolve to survive, and the wood flooring industry is no exception. New tools, products, technologies, standards, regulations, and trends can impact your business in ways you might not anticipate. Trade associations like the NWFA provide access to timely information via skills training, professional certifications, technical resources, industry data, and more, so that you stay informed to avoid costly errors. The collective knowledge of the entire industry, working together, provides more peace of mind than can be accomplished alone. Belonging to a trade association provides professional credibility with both B2B and B2C audiences. NWFA members have access to the only standards recognized worldwide for wood flooring manufacturing, sales, installation, and repair. Membership with the NWFA establishes your commitment to your profession, while engagement through hands-on skills training, certification programs, and manufacturing standards differentiates you from your competition and strengthens your brand. In an industry where trust matters, professional credibility is a powerful asset. CREDIBILITY NETWORKING Trade associations bring together a diverse group of individuals from different areas, backgrounds, and experiences. For NWFA members, this includes contractors, inspectors, distributors, retailers, manufacturers, and others from around the world to share information and learn from each other. Through the Wood Flooring Expo, committees, task forces, training events, workshops, social media, and more, NWFA members build relationships that lead to new business, referrals, mentoring, and problem-solving. These connections build your professional network.