Hardwood Floors October/November 2025

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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