NWFA EXPO 2026: This year’s event signals renewed energy for the hardwood category – June 2026

By Meg Scarbrough

Attendees at the hardwood flooring industry arrived at the 2026 National Wood Flooring Association Expo carrying many of the same concerns that have shaped the broader flooring market over the last two years: elevated interest rates, slower housing activity, tariff uncertainty and cautious consumer spending. But inside Orlando’s Orange County Convention Center, the tone felt notably different. Across the show floor, manufacturers, contractors, distributors and retailers described a market that remains challenging yet increasingly optimistic. Conversations centered less around survival and more around positioning for the next phase of growth, through product innovation, operational efficiency, training, design differentiation and stronger connections across the industry.

That sense of momentum aligned with this year’s theme, “Ignite Your Passion,” which framed the annual gathering around craftsmanship and education. 

“The energy and the enthusiasm, I think, is the most I’ve seen in quite a while,” said Stephanie Owen, president and CEO of the NWFA. “We’ve got a lot of people who have been walking through and checking out the new products. It seemed like there’s been great conversation that’s been happening.”

The annual expo has long served as both a trade show and a reunion for the hardwood industry, but this year’s gathering also reflected a category working to sharpen its identity in a highly competitive hard surface market. While hardwood continues to face pressure from lower-cost alternatives and increasingly realistic wood-look products, exhibitors throughout the show emphasized the value of authenticity, craftsmanship and long-term performance.

The collaborative spirit of the hardwood industry surfaced repeatedly during the event, which ran the third week of
April, as exhibitors showcased new products, installation technologies and design concepts aimed at helping hardwood maintain relevance in an evolving market.

CONFIDENCE IMPROVES DESPITE CONTINUED MARKET PRESSURE

While the mood at the expo was upbeat, the underlying market realities remain mixed.

According to the NWFA’s 2026 Industry Outlook Report, more than half of NWFA members expect sales growth in 2026, either somewhat or significantly. Contractors, distributors, manufacturers and retailers all reported cautious optimism, though expectations varied across segments.

Fifty-five percent of distributors projected increased wood flooring sales, while slightly more than half of manufacturers forecast moderate growth and roughly 20% expected significant gains. Among retailers, more than 40% anticipated sales increases. 

Contractor sentiment reflected similar cautious confidence. Forty percent of contractors surveyed expect wood flooring sales to grow, while another 46% expect business to hold steady. More than half reported that sanding and finishing still account for 61% to 80% of their business, underscoring the continued importance of renovation and refinishing work within the category.

That optimism follows a prolonged stretch of softness tied to broader housing conditions. Existing-home sales remain below historical norms, and remodeling activity has slowed compared to the post-pandemic surge. Because hardwood flooring is closely tied to housing turnover and renovation spending, the category has felt the impact acutely.

Industry executives also pointed to broader structural shifts affecting hardwood demand.

Dan Natkin, CEO of Essex Finishing, said lower housing turnover and smaller new-home footprints continue pressuring the category. At the same time, hardwood has faced increasing competition. “The lower end of the product category has really evaporated and given way to laminate and LVT,” Natkin said. “But the upper end perseveres.” 

Natkin noted that premium wood products and specialized retailers have remained comparatively resilient, particularly among consumers seeking more customized and design-focused offerings.

Milton Goodwin, vice president of wood for AHF Products, said some of that dynamic may be beginning to shift. While hardwood has lost share to LVT over the last decade, he said builders that previously reduced wood usage are beginning to reintroduce it. “They took wood out, and now they’re putting it back in,” Goodwin said. “That’s great to see.”

The shift suggests hardwood may be regaining ground in areas where authenticity, performance and long-term value continue resonating with consumers.

Manufacturers also reported signs of stabilization compared to late 2025.

Pat Oakley, president of Mullican Flooring, said conditions have improved relative to the softer second half of last year, even if growth remains uneven. “We feel there’s a little more momentum versus the latter part of ’25,” he said. “We’re still hoping things accelerate a little bit more.”

Other exhibitors we spoke with said business conditions appeared to improve slightly heading into spring.

Renee Littleton of Kährs said January and February were relatively slow, but March began showing signs of improvement. “We’re hopeful that March was kind of that optimism and that positive spin that we’ve all really been waiting for for the turn of the whole year,” she said.

Still, uncertainty continues to shape business planning across the industry. Tariffs and trade policy emerged as one of the dominant concerns cited in the NWFA outlook research. More than 60% of members reported being moderately to extremely concerned about how future policy changes could affect their businesses.

Those concerns have influenced everything from pricing strategies to inventory management and sourcing decisions. Members cited increasing prices, switching to domestic suppliers and raising inventory levels among common responses.

“Every day that changes,” Littleton said of the broader geopolitical environment. “We’re still dealing with a lot of global uncertainty right now.”

Despite those pressures, many companies continue investing. “We’re still pushing forward as a company,” Littleton said. “We’re still making those necessary investments—display sampling and our sales team. We’re still doing what we need to support our customer base.”

That willingness to continue investing despite uncertainty surfaced repeatedly across the expo floor.

Domestic manufacturing also emerged as a recurring theme as companies looked for ways to improve responsiveness and reduce sourcing risk.

AHF Products leaned heavily into that message. “Domestic manufacturing delivers real advantages for our customers,” said Goodwin. “It means shorter lead times, better service consistency and the ability to support projects without disruption.”

The industry’s advocacy efforts also received increased attention. Dana Cole of the Hardwood Federation outlined ongoing efforts in Washington tied to trade policy and economic support for hardwood manufacturing.

“Global trade uncertainty, economic instability, the rise of competitor products, domestic manufacturing challenges all have contributed to the declining markets for hardwood products, including flooring,” she said. “Our ask to Congress is simple. As an agriculturally based industry, we should be supported in the same way other agricultural commodities are supported.”

ENGINEERED HARDWOOD GROWTH CONTINUES

White oak remains the species of choice. Roughly 65% of respondents to the NWFA outlook survey expect white oak demand to increase, while about 40% project growth for red oak.

Grey tones, which dominated much of the previous decade, continue losing momentum. Instead, the category is leaning more heavily into natural tones, warmer browns and lower-sheen finishes.

More than half of NWFA members forecast increased demand for natural wood colors, and roughly 40% predict matte finishes will continue gaining popularity.

Natkin said traditional color palettes are beginning to reemerge. “Anytime that the economy gets softer, what you see is a return to warmer colors versus cooler colors,” he said.

He pointed to true browns, smoky mid-tones and renewed interest in character after years of cleaner visuals dominating the category.

Neil Wenger, vice president of sales and marketing for Mullican Flooring, described a similar shift. “We’re moving toward some beiges, more of your classic browns.”

Wenger said much of that activity remains concentrated on the upper end of the market, noting, “It’s all on the high end.”

Mullican introduced products in widths up to 12”, reinforcing continued movement toward larger-format visuals.

AHF also used the show to reinforce lower-gloss trends, introducing a low-gloss version of Bruce Dundee.

“Offering it in a low-gloss finish gives our customers a way to stay on trend while continuing to rely on a proven performer,” Goodwin said.

At Kährs, Littleton highlighted additions to the company’s Canvas collection, including wider plank formats designed to be mixed with existing products. “What we really wanted to show is how this can really be more of a curated-type floor,” she said.

The display combined different plank widths to create subtle mixed-width installations. “That’s one thing we’re really seeing,” Littleton said. “Pattern floors and, ‘I don’t want the same thing that my neighbor has and my neighbor’s neighbor has.’”

That emphasis on personalization represented another notable shift.

Mixed-width formats, custom layouts and pattern-driven installations appeared more prominently throughout the show as manufacturers increasingly positioned hardwood as a customizable design surface.

Another shift discussed during the NWFA Expo was renewed interest in unfinished and site-finished flooring.

“What we’re beginning to see is a return to sand and finish,” Natkin said. “Instead of replacing their floor, they’re sanding and finishing their floor, maybe adding on.”

Improvements in finishing technology are helping drive that trend.

“Finishing technology has really evolved in the home,” he added. “The reality is a site-finished floor can last almost as long as a factory-finished floor.”

AHF also pointed to increasing demand for unfinished products. Goodwin said the company re-entered the unfinished category roughly a year and a half ago and has continued expanding its offerings.

“Our customers have been asking for it,” Goodwin said. “They like a one-stop shop, and that’s what we’re trying to be for them.”

The company showcased unfinished solid and engineered products designed to support customization and site-finished applications.

CRAFTSMANSHIP REMAINS CENTRAL

Even as design trends evolve, the expo reinforced that craftsmanship remains central to hardwood’s identity. Unlike many hard surface categories increasingly driven by click systems and simplified installation narratives, hardwood continues placing strong emphasis on technical expertise and artisan skill.

That focus was evident not only in educational sessions and demonstrations but also in discussions surrounding workforce development and succession planning.

During the opening session, NWFA recognized Oliver Barajas of Bridgebay Flooring with its Emerging Leader Award, reflecting the organization’s emphasis on next-generation involvement.

That educational component remains one of the expo’s defining characteristics.

“You’re going to see things that you didn’t know existed,” Owen said. “You’ve got technology, you’ve got new products, you’ve got new finishes, even different sandpapers and mesh screens. Everything is here.”

Innovation extended beyond visuals.

AHF also used the show to highlight installer-focused
products. Its Bruce Natural Choice solid hardwood offering paired with Summit Select adhesive was designed to expand installation flexibility for slab construction markets increasingly common in southern states.

Goodwin said population growth in those regions has increased demand for solid wood options compatible with concrete construction.

The system reflects a broader push among manufacturers to simplify installation while preserving traditional hardwood aesthetics.

LOOKING AHEAD

Although the hardwood category continues facing macroeconomic headwinds, the overall tone at this year’s NWFA Expo suggested an industry that sees opportunity ahead.

Companies remain cautious about tariffs, housing activity and broader uncertainty, but many also believe the category is positioned to benefit as consumers continue prioritizing authenticity, natural materials and long-term durability.

Manufacturers also emphasized the need to communicate hardwood’s value proposition as competition from look-alike surfaces intensifies. Mullican highlighted its participation in the Wood Picker initiative designed to educate consumers on the distinction between real wood flooring and alternative products.

The show also emphasized how hardwood manufacturers are evolving beyond traditional product narratives. The category is becoming more design-driven, more customizable and more focused on balancing aesthetics with performance.

If there was a consistent message across the expo floor, it was that the hardwood industry continues evolving without abandoning what has historically defined it. Product offerings are becoming more personalized, installation systems more efficient and design directions more sophisticated. Yet amid all of that change, the category continues leaning into the qualities that have long set it apart: craftsmanship, longevity and the value of real wood.