Hardwood Floors October/November 2025

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