Hardwood Floors October/November 2025

OCT/NOV 2025

2026 OUTLOOK INDUSTRY

“THE NIGHT WATCH” IN WOOD REFINISHING ALUMINUM OXIDE FLOORS

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“The Night Watch” in Wood By Libby White Johnston

While every wood floor is a work of art, Jakko Woudenberg has taken it to another level by recreating Rembrandt’s famous painting, “The Night Watch,” entirely out of wood. The masterpiece, first dreamed of 25 years ago, is now a reality.

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OUTLOOK INDUSTRY

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Refinishing Aluminum Oxide Floors By Avi Hadad Sanding floors had become second nature for me. I enjoy working with wood, sanding, installing, and creating. However, the aluminum oxide makes the fun part of working with wood not so fun. You must know your finishes to understand what approach would work to sand them.

By Shannon Gayton Nearly six in 10 wood flooring businesses expect stronger sales in 2026, according to the annual National Wood Flooring Association (NWFA) Industry Outlook survey. At the same time, rising interest rates, slowing remodeling activity, uncertainty around tariffs, and questions around consumer confidence are tempering expectations.

PUBLISHING PARTNERS

CONTENTS

Steve Brattin | Chair Stephanie Owen | President & CEO Anita Howard | Sr. VP, Industry Partnerships & Meetings Brett Miller | VP, Technical Standards, Training, & Certification NWFA LEADERSHIP

Industry Insights

20 Government Affairs Washington’s fall agenda.

By Dana Lee Cole

24 Market Matters AHF Products’ new CEO discusses

By Libby White Johnston

the wood flooring category.

PUBLICATION ADVISORY COMMITTEE Robert McNamara | Chair, Sheoga Hardwood Flooring Jason Elquest | Blackhawk Floors Inc.

Business Best Practices

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

28 Finance Midyear Outlook 2025: Pragmatic optimism – measured expectations. 34 Technology Don’t neglect half of your business.

By LPL Financial

PUBLICATION TEAM

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

By Craig Schertler

38 Marketing Five simple steps to protect and boost market share.

By Welton Hong

At the Site 68 What is Hysteresis? A deep dive into acclimation and why wood floors often gap. 72 Hardened Wood Flooring Smarter floors for shared spaces. 76 Tech Talk Lacing into a crooked wood floor. 78 WFOY Winner Spotlight Best in Parquetry: All American Floor Sanding and Installation. 80 Hardwood Hints Measuring moisture on a cupped floor.

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 Ryan Jazdzewski

By Tim Colgan

CONTRIBUTING WRITERS Burt Bollinger Steve Brattin Dana Lee Cole Tim Colgan

Libby White Johnston Craig Schertler Mike Somodean

Shannon Gayton Avi Hadad Welton Hong Ryan Jazdzewski

By Burt Bollinger

By Mike Somodean

ADVERTISING SALES

82 Technical Publication Tip Dimensional change coefficient.

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

Product Focus

84 Engineered Wood Flooring 88 Floor Manufacturing Equipment

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

Also in this Issue

6 Chair’s Cut

By Steve Brattin

8 Business Briefs 14 Wood Stock

By Libby White Johnston

90 Seen at NWFA Schools 92 New Products 94 Overheard on NWFA Podcasts 95 Wood Talk: Rose Fall 96 Ad Index

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Steve Brattin Chair, NWFA

the Course

computer through NWFA University, which has more than 370 other courses from which to choose. Learning paths range from sales to wood floor manufacturing. Courses are 10 to 20 minutes each, with a short quiz. An all access pass to the online university is just $199 for up to 49 employees at one NWFA member company. This gives access to all the industry courses and recorded webinars on the site for one year. It is worth noting that labor shortages continue to be a challenge. Finding new employees has been harder this year than last according to 23 percent of Industry Outlook survey respondents. Creating a culture of education is a great way to recruit and retain employees. It encourages them to grow with you, and to bring new ideas to the table. NWFA’s hands-on training can help raise the bar on your industry knowledge, your skills, your professional network, and your bottom line. From Basic Installation to Master Craftsman Workshops, there is a class no matter where you are in your career. More than 50 events take place annually across North America, providing the opportunity to learn from highly skilled NWFA Regional Instructors. Take that investment even further and consider becoming an NWFA Certified Professional. Doing so sets you apart and recognizes you as an expert in your field. As you think about where to take your business in the year ahead, read what others in the wood flooring industry are forecasting starting on page 42. Then, reach out to the NWFA team at 800.422.4556 or visit nwfa.org for more information about how investing in education now will help keep you steady during waves of uncertainty.

If you are running a business, none of this probably comes as a surprise to you. There is no option to sit idle, though. Take the NWFA as an example. In its 40 years of existence, the association has made it through various ebbs and flows of the economy, including the Great Recession. The reason? Listening to the changing needs of its members and evolving to offer solutions continually. More than half of respondents to the National Wood Flooring Association (NWFA)’s annual Industry Outlook survey are hopeful that sales will increase in 2026. However, nearly 70 percent of wood flooring professionals are planning to adjust their business strategy due to economic uncertainty. Some of the top concerns cited were tariffs and trade policy, consumer demand, interest rates, inflation, and labor.

How can your business keep evolving even in times of uncertainty? The answer is education. It may seem like there’s never time for that, but if things should slow down, take advantage of that period to better yourself and your team. Luckily, the downturns never seem to last long, and you’ll be ready for the upswing. Brushing up on your business knowledge is one way to go about figuring out ways to gain financial clarity and plan for new growth channels. These are the types of topics that will be covered during the Real Answers Small Business Workshop of the NWFA Leadership Development Summit on October 16, 2025. For those unable to attend, check out the NWFA University’s Competitive Edge series featuring Doug Howard of Growth Team Strategies and Matt Garcia of Craftsman Hardwood Flooring. Both include actionable tactics you can use to improve and grow your business. Those courses may be viewed anytime, anywhere on your mobile device or

PHOTO COURTESY OF NWFA

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BUSINESS BRIEFS

MANUFACTURER MEANDERINGS LP Building Solutions (LP) was named Safest Company by APA – The Engineered Wood Association for the 12th time in 16 years. Mirka USA has named Jim Schumacher district sales manager. In this role, he will manage a portfolio of key accounts within the New Jersey, New York, and Pennsylvania metro areas. Roppe Holding Company has promoted Brian Dubois to vice president of sales and Lee Hoggard has been appointed as senior director of sales. The company owns Seneca Millwork. Tradelink North America

Bona welcomes new team members Bona ® recently welcomed new team members: Brad Lintz as adhesives territory manager in Baltimore, Brian Brandt as adhesives

territory manager in the Rocky Mountains and Central U.S., John Rosario as adhesives territory manager in New York and New Jersey, and Jorge Perez as adhesives territory manager in the Northwest.

Brad Lintz

Imports, a subsidiary of UK-based Tradelink Wood Products Ltd., has appointed Russell Marks as president of its United States and Canadian operations.

Brian Brandt

Jorge Perez

Russell Marks

Uzin Utz North America expands coverage

Uzin Utz North America Inc. has expanded PALLMANN’s regional coverage throughout the Southeast, South-Central, and Midwest regions. Charles Allhands serves the Houston area, southern Texas, and Louisiana. Dale Bailey covers Tennessee, Kentucky, Indiana, Michigan, Virginia, West Virginia, North Carolina, and South Carolina. Brandon Gross oversees Florida, Georgia, Alabama, and Mississippi. Additionally, Matt Crawford will lead a team responsible for overseeing sales in the following states: Iowa, Nebraska, Kansas, Oklahoma, Arkansas, Louisiana, Texas, and Missouri.

Charles Allhands

Dale Bailey

Brandon Gross

Matt Crawford

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!

NWFA WOOD FLOORING INDUSTRY GUIDE 2025

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BUSINESS BRIEFS

In Memoriam: Larry Hickman

With sadness, we share that Larry Hickman of Hickman Lumber passed away on July 17, 2025, at the age of 88. He graduated from the National Hardwood Lumber Association’s Hardwood Inspection School in Memphis, Tennessee. He then worked as a lumber inspector for several companies and ultimately began working with his father full-time at Hickman Lumber. He remained engaged with Hickman Lumber long after retirement. His son, Denny, later joined him in the business and went on to help establish Allegheny Mountain Hardwood Flooring, which has made flooring for countless museums, homes, and prestigious government buildings across the country. The family has been featured on national TV shows like This Old House and had an article about the family business in the Wall Street Journal. He was proud that his grandchildren, Jake and Jessica, joined and are active in the business, making it to four generations.

Larry Hickman

Hickman was a founding member of the Hardwood Lumber Manufacturers Association of Pennsylvania, now Pennsylvania Forest Products Association (PFPA), and an outspoken advocate for the lumber industry and responsible timber management. His legacy lives on through the forests he cared for, the business he helped build, and the family he loved so deeply.

RETAILER ROUNDUP Floor & Decor launched an official partnership with Habitat for Humanity International. Stores nationwide will donate products to local Habitat for Humanity affiliates. Floor & Decor also opened a new location in Chula Vista, California.

DISTRIBUTOR DOINGS

The North American Association of Floor Covering Distributors (NAFCD) Annual Convention is scheduled to take place November 4-6 in Chicago, Illinois. UCX has agreed to the acquisition of the assets of UCX Southwest (formerly Swiff-Train) by Reader’s Wholesale Distributors and the Adleta Corporation.

SUBSCRIBE TO HFM E-NEWS Get the latest industry news delivered right to your inbox.

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!

For more details, visit HARDWOODFLOORSMAG.COM

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Loba Wakol offers a complete line of sound dampening systems to include cork, rubber, foil, and polyester fiber sheets. These systems are designed for use with a wide range of hard surface floor coverings. Paired with our industry trusted Wakol adhesives and substrate preparation products, these systems deliver superior acoustic performance, strong adhesion, and efficient installation. Ideal for wood, vinyl, tile, and more, Wakol Sound Dampening Systems are the professional’s choice for quiet, high-quality floors. Learn more at www.loba-wakol.com. SOUND DAMPENING SOLUTIONS ENGINEERED FOR QUIET. INSTALLED FOR QUALITY.

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BUSINESS BRIEFS

NWFA Appoints Stephanie Owen as its President and CEO The National Wood Flooring Association (NWFA) has appointed Stephanie Owen as its President and CEO. This follows an extensive search process led by a volunteer

leadership, and deep understanding of the wood flooring industry have made her an invaluable part of the NWFA team. “It is an incredible honor to step into this role with an organization that has meant so much to me, both personally and professionally,” said Owen. “NWFA is made up of passionate members, a

selection committee and unanimous approval by the Executive Committee of NWFA’s Board of Directors. “We are confident that under Stephanie’s leadership, the NWFA will continue to thrive further strengthening our association, advancing the wood flooring industry, and supporting our members and staff in meaningful and impactful ways,” said Steve Brattin, Chair of the NWFA Executive Committee. “We are excited for what the future holds for this great association, our incredible industry, our members, and the entire NWFA team.” Owen most recently served in the role of interim CEO for NWFA. Since joining the organization in 2015, she has held a variety of roles including Education and Member Engagement Director, Vice President of Education, and Executive Director of the Education and Research Foundation. Her dedication,

Stephanie Owen

committed team, and a shared belief in the value of our craft. I’m excited to lead us into the next chapter – focused on growing our impact, supporting our members in meaningful ways, and continuing to elevate the wood flooring industry we all care so deeply about.” During her time at NWFA, Owen has been instrumental in the development of NWFA’s online university and the inaugural Leadership Development Summit. She holds a Bachelor of Science in Communications and a Master of Science in Education from Missouri Baptist University.

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Wood Stock

PHOTOS COURTESY OF FOTOKAMER

“The Night Watch”

IN WOOD By Libby White Johnston

While every wood floor is a work of art, Jakko Woudenberg has taken it to another level by recreating Rembrandt’s famous painting, “The Night Watch,” entirely out of wood.

The idea first came to Woudenberg, who is based in the Netherlands and is known as the Dutch Wood Artist, 25 years ago, while he was still an apprentice parquet craftsman. For almost 20 years, he wondered if the concept was even possible. Eventually, he decided to explore his creative side and embark on the adventure. Initially, he planned to execute the project part-time while continuing his parquet work,

“I find parquet craftsmen are incredibly creative people. We constantly solve problems and take pride in what we make. That’s true not just here in the Netherlands, but worldwide. What we do is special – we literally lay the world under people’s feet.”

— Jakko Woudenberg, The Dutch Wood Artist

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but soon realized that at that rate, it might take 10 more years to complete. He then found sponsors for the project, including Bona, which allowed him to focus on the work full-time. Figuring out how to tackle such an ambitious project was no easy feat. Woudenberg spent two years developing a plan before he even started. The pressure for perfection is high when it is one of the most important paintings in Dutch history. While the original art was completed in 1642, hundreds of years before computers were invented, technology played a key role in creating “The Night Watch” in wood in 2025. Woudenberg needed a blueprint showing exactly where to put each wooden pixel. Senne Weda, who at the time was studying programming, helped him develop a computer program. “It is a bit like those paint-by-number kits from years ago,” explains Woudenberg. “The program measures the red, green, and blue (RGB) values. We photographed all the wood species available and entered their RGB values. The system then matches the colors and indicates which wood species comes closest to a particular part of the painting.” More than 50 species of wood were used in the project. Pieces of the wood were sawn into 1 cm by 1 cm pixels, totaling 195,000 pieces. “But it’s not just 195,000 pixels; you have to saw many more. Including replacements, I think I cut between 250,000 and 270,000 pixels. Most of them I cut myself, and the problem is that you cannot cut them all exactly the same size. That’s impossible. A difference of a tenth or a hundredth of a millimeter doesn’t matter on one pixel, but with 195,000 pixels it becomes a problem,” he notes. The replacements Woudenberg refers to are 17,000 pixels that had to be removed late in the process because the color or grain weren’t right. “I essentially was doing something that shouldn’t be possible. We had assigned an RGB value to each wood species, but that’s asking for trouble. Wood has grain and many variations. I knew there would be issues at the end,” he says. “Many people think I used end grain or small, ready-made parquet blocks of 1 cm by 1 cm that I could simply lay down. But because I created a diagonal wood grain, you don’t see end grain but diagonal lines, and because they are placed alternately, it gives depth. If I had used end grain, it would have been a completely different painting.” After conducting tests with Bona at their headquarters in Sweden, Woudenberg went with Bona Craft Oil 2K for its maintenance properties and resistance to potential wear. He applied the oil at the end to make the colors pop. During the project, Woudenberg also worked at Regius College in Schagen to show students that it is possible to be creative with craftsmanship. He was there for two years, and says if they wanted to, students were able to help with certain tasks as he created “The Night Watch.”

Continued on page 16

the magazine of the national wood flooring association

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Wood Stock

“This version of ‘The Night Watch’ is a stage. People stand on it and share something with the world,” Woudenberg explains. So far, “The Night Watch” has only been shown in Dutch locations. His goal is to take it international and find a way to bring it to the United States for wood flooring professionals to see and be inspired.

“The Night Watch” in Wood (Continued from page 15) “I think it’s important because craftsmanship is under pressure everywhere. People still say, ‘no way, you

don’t want to work with your hands, do you?’” says Woudenberg. “I find parquet craftsmen are incredibly creative people. We constantly solve problems and take pride in what we make. That’s true not just here in the Netherlands, but worldwide. What we do is special – we literally lay the world under people’s feet.” At 390 cm high by 500 cm wide, the finished product ended up larger than the original Rembrandt and shows sections that were once cut off the painting. The entire process took Woudenberg four years to complete, and it was unveiled in the spring of 2025 at Amsterdam Amstel Station. “This version of ‘The Night Watch’ is a stage. People stand on it and share something with the world,” he explains. “Some people are afraid to stand on it. They ask me how I will hang it on the wall. It’s a floor, so it lies on the ground. You may stand on it, you may touch it. This is not about Rembrandt or ‘The Night Watch.’

It’s about connection, craftsmanship, creativity, youth, adventure, and being seen.” So far, “The Night Watch” has only been shown in Dutch locations. Woudenberg’s goal is to take it international and find a way to bring it to the United States for wood flooring professionals to see and be inspired. “If I can encourage my colleagues worldwide to think more outside of the box and create more beautiful floors, I will gladly do so,” says Woudenberg. “We have an amazing craft, and anything is possible. That’s what I want to show.” A masterpiece first dreamed of 25 years ago is now a reality.

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Wood Stock

By Libby White Johnston Charred CHARMING A frustrating termite situation led to a fresh start with a truly unique floor in the office space of Willie Short, owner of WJ Hardwood Designs near Baton Rouge, Louisiana. Termites had destroyed the existing floors, so they had to be ripped out. But when Short saw some live-edge yellow pine slabs for sale, a creative spark was lit. “The smallest point was 2’ in width and I thought I could do something with that,” he recalls. “They were different thicknesses, so it went from 1¼” to 2½” thick. We had to cut them down a little bit to make them the same thickness. I ended up having to cut the live edge off.” With a total of 160 square feet, Short has seven pieces of wood in the office. He scribed them into one another and dry fit and cut it outside, then brought it inside to install. He used a ½” by ½” square notch trowel to get the proper coverage for this type of floor. Short says Wayne Highlander with Bona suggested he use their vapor system and adhesive for this type of project. &

The floor’s elevation was a challenge. Since the planks were different sizes, Short had to handscrape the edges to avoid having hard edges that would be a tripping hazard. The loose knots were hit with a router and epoxied. “Southern yellow pine is a very tricky product and can be as ugly as it gets,” says Short. “It doesn’t take stain right. That’s why I went through three different stain processes before I found a method that worked. It’s so splotchy when you’re staining it, and no matter what you do, it looks horrible.” Short ended up burning the wood using a traditional Japanese method of wood

PHOTOS COURTESY OF WILLIE SHORT | WJ HARDWOOD DESIGNS

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preservation, known as shou sugi ban, which had been taught during a session at this year’s NWFA Expo. Before doing that, he did a deep wirebrushing on it. “This method helps with the moisture, the insects, and gives it cool character,” explains Short. “I had tried several different methods of staining and I didn’t like them, so I decided to do shou sugi ban. I charred it really hard, and then I lightly sanded it to smooth it out. Next, I did a darker gray Bona Chroma. Then I went back on top of it with Bona Traffic to get the look I wanted to achieve.” One of the most unique parts of the floor is also the most special part to Short. “The areas that I scribed-in have a blue epoxy, kind of a like a little river flowing,” he shares. “I’m a very sentimental person. My brother passed away in November 2020, and he had the most beautiful blue eyes I’ve ever seen. I went with this color to remind me of my brother because he helped me install the original floors in this office.” Continuing to try different processes until finding the right

combination of technique and outside-of-the-box approaches allowed Short to complete this one-of-a kind project successfully. “I couldn’t do anything else with the Southern yellow pine, so I figured I may as well burn it. Sure enough, that’s what worked. As we were doing that, you could see the oils and sugars boiling out of some of the knots because there was so much sap in there,” he says. “Everything about it was interesting because it’s such an unorthodox way to do a floor.”

“Southern yellow pine is a very tricky product and can be as ugly as it gets,” says Short. “It doesn’t take stain right. That’s why I went through three different stain processes before I found a method that worked. It’s so splotchy when you’re staining it, and no matter what you do, it looks horrible. I had tried several different methods of staining and I didn’t like them, so I decided to do shou sugi ban. I charred it really hard, and then I lightly sanded it to smooth it out.” — Willie Short, owner of WJ Hardwood Designs

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GOVERNMENT AFFAIRS INDUSTRY INSIGHTS

WASHINGTON’S FALL AGENDA

It has been an action packed first nine months of the 119th Congress. During the traditional August recess, Congressional aides, lobbyists, and the Hardwood Federation Team took the opportunity to catch our breath, assess the activity of the first three-quarters of the year, and plan for the last months of 2025. All eyes now are on the fall agenda and beyond into 2026 where some promising legislative vehicles are on deck.

PHOTOS COURTESY OF NWFA

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By Dana Lee Cole

Members of Congress returned on September 2 facing an immediate deadline to fund the government past September 30. That is when the current Continuing Resolution (CR) expires. While both chambers have moved on some appropriations measures, the likelihood of acting on all 12 appropriations bills before the end of September is near zero. That means another CR will be required. At this writing, a government shutdown appears to be possible due to partisan divide over a July-enacted, Democrat-opposed “rescissions” package that claws back about $9 billion in already appropriated funds. This action followed closely on the heels of the budget reconciliation bill that also was passed despite unified Democrat opposition. A government funding CR will require 60 votes in the U.S. Senate, meaning a handful of Senate Democrats will have to vote for it. Given that Minority Leader Chuck Schumer (D-NY) still is taking heat from his caucus for agreeing to the last CR in March to avert a shutdown, the table appears set for a government funding lapse of some duration.

Over the centuries, wood floors have stood the test of time and leave a rich heritage for future generations to come. Like the early craftsmen who built this country, we proudly make all of our products in the USA, where we help support our own American craftsmen, their families and communities. When it’s time to choose a floor that honors tradition but has timeless appeal and can last more than a lifetime, choose a solid hardwood floor from Maxwell Hardwood Flooring.

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Government Affairs (Continued)

The Safe Routes Act (H.R. 2166/S. 1063) would allow logging trucks traveling at the maximum gross vehicle weight on state roads to access the federal interstate highway system for limited distances when it makes sense to do so. The other is the Freight Restriction Elimination for Safer Hauling (FRESH) Act is identical to Safe Routes, but would apply weight reform to a broader list of “perishable commodities” of which logs and biomass are included.

TWO REFORM EFFORTS ON WEIGHT LIMITATIONS FOR TRUCKS

the Freight Restriction Elimination for Safer Hauling (FRESH) Act that will be introduced by Rep. Mike Collins (R-GA) in September. That bill is identical to Safe Routes, but would apply weight reform to a broader list of “perishable commodities” of which logs and biomass are included. Folding either of these two proposals into the next highway bill would be a huge win for our sector. Based on conversations we have had with members and staff on the transportation committees, there seems to be an appetite for addressing truck weight policy in the reauthorization legislation.

Assuming that a CR comes together at some point, the measure may include an extension of certain Farm Bill programs. The budget reconciliation bill that was signed into law on July 4th addresses major parts of the Farm Bill including commodity support, crop insurance, conservation, and food assistance. Importantly, the bill also funded United States Department of Agriculture (USDA) trade promotion programs fully, which support the American Hardwood Export Council. However, the bill did not include some key programs we care about. House Agriculture Committee Chairman Glenn “GT” Thompson (R-PA) has signaled his desire to move a “skinny” Farm Bill out of his committee that would reauthorize these remaining programs in the fall. The skinny bill would include the Community Wood and Wood Innovation Grant programs, the Forest Inventory and Analysis program, biomass carbon neutrality language, and workforce provisions to help the forestry and forest products sectors. In the fall, advocacy also will heat up around the next highway bill, which is up for reauthorization in 2026. There are several proposals pending and about to be introduced that seek to reform our country’s outdated gross vehicle weight limitations for trucks. One is the bipartisan, bicameral Safe Routes Act (H.R. 2166/S. 1063) that would allow logging trucks traveling at the maximum gross vehicle weight on state roads to access the federal interstate highway system for limited distances when it makes sense to do so. The other is

A third proposal allowing states to opt-in to a truck weight pilot program where 6-axle rigs weighing 91,000 pounds would be allowed to operate on the interstate also is in the mix. This proposal is supported by large manufacturers whose trucks weigh out before they cube out, resulting in half-full rigs leaving warehouses. The Class 1 railroads will continue to oppose all of these bills, but their grip on this space seems to be slipping a bit as members of Congress increasingly recognize that these truck weight efficiency proposals are reasonable, common-sense reforms to the artificial and outdated gross vehicle weight limit on our country’s interstate highways. Last but not least, trade and tariff policy will continue to occupy everyone’s attention. The administration seems confident that negotiations with all interested trading partners should be concluded by the end of October, but that still leaves a tremendous number of details that still need to be worked out for each individual agreement. We anticipate the trade story is far from over. The Hardwood Federation will continue to actively engage these and other federal issues and report back to the industry. As always, thank you for your support. Dana Lee Cole is the executive director at the Hardwood Federation, a Washington, D.C.-based hardwood industry trade association that represents thousands of hardwood businesses in every state in the United States and acts as the industry advocacy voice on Capitol Hill. She can be reached at dana.cole@hardwoodfederation.com.

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MARKET MATTERS INDUSTRY INSIGHTS

AHF PRODUCTS’ NEW CEO DISCUSSES THE WOOD FLOORING CATEGORY

AHF is the manufacturer behind brands such as Bruce®, Armstrong Flooring®, Hartco®, Robbins®, LM Flooring®, and more. In a conversation with Hardwood Floors magazine, Emore says that the wood category continues to evolve and AHF will remain committed to it. Here, he shares additional thoughts on the wood flooring market. What does it mean to you to step into the CEO role? It is a tremendous opportunity not only to build on the

Earlier this year, AHF Products named Brent Emore as chief executive officer (CEO). This followed the departure of Brian Carson, who had served as the company’s president and CEO for six years. Emore joined AHF in 2024 as chief financial officer, coming from Mohawk Industries, where he spent 15 years in various leadership roles.

Brent Emore

accomplishments of the prior CEO, leadership team, and broader organization, but to build something unique. What I’ve found is that AHF has tremendous relationships with its customers. We are building a culture of creative problem solvers. We all are ready and willing to build the AHF of tomorrow. I think in three to five years, you’re going to see a different portfolio. We still will do a lot of the same things and develop the same things, but hopefully, the value we create with our products, distribution, and relationships is very different. I couldn’t be more proud of the legacy of quality, craftsmanship, and performance. We are looking to bolt on to more innovation to drive those competencies forward and extend upon them. I’m excited about our domestic footprint, our innovation, and our continued commitment to wood. What is next for AHF Products? We are very focused on categories that are important to us, where we have advantages, and where we believe, even in a stagnant

™

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By Libby White Johnston

PHOTOS COURTESY OF AHF PRODUCTS

market, we can drive meaningful growth to the business and provide differentiated value to our customers. I’m cautiously optimistic that confidence is starting to improve here a bit lately. Maybe we get interest rates down a little, and our portfolio will start to see instant growth with the demand trends, just given the longevity in repair and remodel. We are focused on innovation and working on more unique features around water resistance, advanced finishes. We have introduced TimberTones densified hardwood technology for use in the commercial space. Domestic always will remain central to our go-to-market strategy. I think the trade really values products made in the U.S. not only for quality, but for jobs, responsiveness, and there are supply chain advantages and traceability that having production here is a distinct feature to us. Which wood flooring trends do you see as having the most demand right now? More natural finishes, textures. The consumer, particularly the female consumer in her home, is looking for an authentic product, something that lasts a long time and is not damaged or stained in the short term. For me, I

find the trends that I chase are more natural finishes, textures, and wide planks. What has taken off lately is the customizable nature of the wood category with our unfinished wood portfolio. Water resistance is still a very key thing. Products that also are environmentally sourced in a responsible way have become the expectation. You look beyond that, and now you’re in densified wood, hardwood, and other durability goals that consumers have. That’s what we’re responding to by building products and portfolios that meet those needs. How has the response to Bruce’s new unfinished engineered and solid hardwood flooring been so far? Our service levels are exceptionally good. It’s almost like we can’t do enough. It’s a great position to be in. It has provided future

Market Matters (Continued)

growth not only for us, but also for the category, offering attractive price points and allowing the consumer to customize the look of their home. How can the wood flooring industry better share the benefits of real wood flooring with consumers? It’s about reinforcing the practical and long-term benefits of real wood. The product is extremely durable, and it is refinishable. I’ve done that twice now in my own home. The benefit I love is that it adds a lot of value to a home, too. The fact that it’s made from natural materials and is renewable. Finally, it’s a long-term investment that outperforms most other product categories in both function and aesthetic. Leveraging that message is critical to consumers. We have such powerful brands that are recognized for quality, durability, and longevity that we have to do more with that, and that’s what you’re going to see from AHF during the near term. We will continue supporting the message and we will continue driving the product category because it’s very important to us. We will continue working on new product innovation, we will market the benefits obviously. We will partner with our distribution and retail partners to help ensure wood is a very visible and very valued choice at the end of the day. What are the wood flooring market’s top opportunities for the remainder of 2025? I think you lead with design, craftsmanship, and performance innovation. It’s densified wood, it’s also about increasing adoption of antimicrobial, water-resistant finishes, new service textures, and continuing to grow our U.S. portfolio, all while expanding on our branding opportunities. We have products that blend aesthetic appeal with durability and reflect where the product category is heading. We can meet these demands with our domestic capacity and footprint and give our customers product within a reasonable lead time, control our cost footprint, and push on the supply chain to make it that much more attractive to the end consumer. We are excited to put our mark even further on the unfinished category.

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FINANCE BUSINESS BEST PRACTICES

By LPL Financial

2025 MIDYEAR OUTLOOK: PRAGMATIC OPTIMISM – Measured Expectations

uncertainty. For example, the amount of new orders contracted for the first time in nearly a year. Tariff impacts also are elevating prices paid by services sector companies likely, with the Prices Index hitting its highest level since November 2022 when annual inflation rose to 7.1 percent. Business leaders’ perspectives serve as a vital complement to official government statistics, which often suffer from low response rates and delayed reporting. Listening to these insights helps provide real-time signaling on industry health and emerging risks, which is even more crucial in uncertain economic times. Fed officials have expressed concern over the difficult tradeoffs involved in navigating the current environment, especially as new tariffs and policy measures could exacerbate inflationary pressures. This echoes the past, when aggressive monetary tightening eventually was implemented to tame inflation, often at the expense of economic growth, illustrating the delicate balancing act policymakers must undergo at the moment. For markets, these challenges present a difficult environment because they combine the adverse effects of inflation, weaker employment, and slow growth, which impact various asset classes differently. The stock market, for instance, tends to struggle when growth-oriented equities, including tech companies, start to suffer from rising borrowing costs and waning demand. The bond market, on the other hand, historically is impacted negatively when inflation rises as fixed income returns get eroded in real terms. Meanwhile, commodities like gold often can perform well in such environments, but the associated rising raw material costs can end up harming industries reliant on industrial production. Ultimately, investors must remain vigilant, relying on industry trends and early indicators rather than lagging official statistics to identify emerging opportunities and sidestep risks.

The current economic landscape is difficult to gauge given all the distortions that obscure the true health of the economy. After a decline in gross domestic product (GDP) in the first quarter following a surge in imports, the subsequent rebound in growth might create a perception of a strong recovery, but we think this is likely a false dawn. The whiplash in trade policy is impacting official economic data and creating difficulties for investors, as it becomes almost impossible to discern whether the economy is rebounding genuinely or merely experiencing short-term fluctuations. Such distortions highlight the importance of looking beyond government statistics to industry reports from the likes of the Institute for Supply Management (ISM) to form a clearer picture of economic conditions. The ISM Composite Index, which gives insights into business views from across the country in both the goods and services industries, fell in recent months and points to a broader slowdown coupled with reaccelerating inflation. The May ISM Report on Business for the services sector revealed some disturbing realities for several sectors amid trade

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Finance (Continued)

EXPECT A SLIGHT REACCELERATION OF INFLATION IN THE BACK HALF OF 2025 Headline inflation has decelerated to 2.1 percent annually so far this year. Core inflation reached 2.5 percent from a revised 2.7 percent in March. However, this looks to be a near-term low and we think inflation could reaccelerate for the remainder of 2025 as both supply and demand pressures will start to push annual inflation rates higher. In the latter half of 2025, we expect a modest reacceleration of inflation, primarily driven by modestly growing demand and adverse supply chain dynamics. Excluding potential tariff-related impacts, the headline Personal Consumption Expenditures (PCE) index is expected to rise from its recent low of 2.1 percent in April to around 2.5 percent. Tariffs could add to this baseline inflation forecast as ongoing consumer income growth may further underpin demand driven inflationary pressure. Supply constraints also are anticipated to play a significant role in maintaining inflationary pressure. As companies reassess and restructure their supply chains – prompted by geopolitical shifts, technological changes, or lingering disruptions from previous shocks – there will be increased costs associated with the production of goods and their distribution. This reevaluation of supply chains will lead to shortages or delays, which in turn push consumer prices higher. Such factors underscore the complex interplay between demand-side momentum and supply-side constraints, both of which we think ultimately will work to keep inflation rates above the Fed’s 2 percent target. CHOPPY WATERS COULD UPEND THE LABOR MARKET The labor market looks to be stable in the near-term, but we see “choppy waters” on the horizon that could serve to significantly disrupt recent positive employment trends. To start, we think many companies will start to face hurdles in maintaining current employment levels. In the Fed’s June Beige Book, we saw all 12 Fed districts describe lower labor demand, citing declining hours worked and overtime, hiring pauses, and staff reduction plans. Given this, it is not difficult to see lower payroll numbers in the coming months, especially if we do not get more clarity on international trade policy. Gauging this going forward, the monthly metrics on the “quits” rate and “hires” rate should give indispensable insights. The quits rate will give us a better look into workers’ inclinations to voluntarily quit work in search of better prospects. When the job market begins to weaken, workers become less inclined to quit their current jobs. Similarly, the hires rate measures businesses’ demand for labor. Both workers and firms are experiencing a weakening labor market.

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