Hardwood Report 2025: The hardwood industry continues to improve its offering – March 2025

By Jessica Chevalier

The most desired of all flooring products, hardwood continues to fight the good fight against its lookalikes and share the story of its long-term value. While hardwood may not be the first flooring category that springs to mind as “innovative,” today’s manufacturers are pioneering new strategies to make the product more competitive price-wise, improve its performance and manage supply-and-demand issues around species.

In 2024, hardwood consumption declined 3.5% by dollar value to nearly $2.3 billion, according to preliminary estimates from Market Insights. Engineered hardwood grew its overall share of the hardwood market, accounting for 74% of total sales, a 2% increase from the prior year.

In terms of imports, Vietnam accounted for 28% in 2024, followed by Cambodia at 21%, Canada at 11%, Thailand at 7% and Indonesia at 7%. China, which is number six on the list with 5% of imports in 2024, accounted for 32% in 2020. The reduction of imports from China was driven by tariffs placed on the country’s exports to the U.S. during Trump’s first term as president. This action largely pushed production to other Asian countries.

Such tariffs are again on the table, but, this year, the Trump administration says it will target Mexico and Canada as well, with Canada being a significant supplier of hardwood to the U.S. market. Not only that, but some Canadian hardwood producers also buy a portion of their logs in the U.S., so, as Canada has promised to apply reciprocal tariffs should Trump follow through, that could be a double dose of tariffs for those Canadian firms. That said, many U.S. hardwood suppliers are hopeful that the tariffs will be implemented, believing they will pick up share as a result.

WEIGHING THE COST
For years, the hardwood industry has been touting the benefits of hardwood flooring, among them the fact that hardwood is a better long-term investment than other types of flooring, according to the National Association of Realtors. Real wood floors are durable, with the potential to last for hundreds of years; are made using sustainable natural materials; and contribute to a healthier indoor environment. In addition, hardwood floors are inherently biophilic, offering both a visual and kinesthetic connection to nature.

None of these traits are applicable to wood-look floors, notes Michael Martin, outgoing CEO of the National Wood Flooring Association (NWFA), “The recent fires in Los

Angeles and the train derailment in Ohio two years ago are two examples of how the chemicals used to make plastic wood-lookalike floors impact our environment and human health,” he explains. “Homes with plastic floors burn faster and hotter than homes with real wood floors, and the chemicals released during that burning of plastic floors are toxic.”

Taking all of this into consideration, it’s no wonder that hardwood is the most desired flooring by American homeowners. The category has two significant chinks, however: its cost relative to imitators and the perception by LVT marketers that waterproof flooring is something consumers will find desirable.

According to Google, often a starting point for flooring shoppers, it costs between $7,000 and $25,000 for 1,000 square feet of hardwood flooring. For the same amount of LVT, the estimate is $3,000 to $16,000. Both prices include material and labor.

Add to that the fact that hardwood can, in extreme situations, be damaged by flooding, while a good deal of LVT products claim to be waterproof. The price-conscious consumer deciding between the two value options may feel that the cost risk associated with choosing a more expensive and less durable floor is simply too high. However, in most places where hardwood is traditionally used, it performs well and has no moisture problems.

Of course, consideration of long-term value yields a different perspective. Hardwood will outlast all types of flooring except ceramic as the material can be sanded, re-stained and returned to its original glory or, should style preferences change, a new glory. But, to some extent, consideration of long-term value is a luxury of some buyers and not others.

INNOVATION
While advancement roars ahead in vinyl and other categories with significant developments in printing and construction, the innovation in hardwood may not grab the same level of attention but is meaningful just the same.

One recent innovation being developed and utilized by manufacturers are stains that hide the pink tones in red oak to create an aesthetic more akin to white oak. White oak is the most desired visual in the market currently, yet white oak is also utilized by other industries, such as the whiskey industry, so supply is limited and costly. The U.S. has a more bountiful and affordable supply of red oak and is working to make red oak more desirable to the American consumer.

Another example of how the hardwood industry is innovating is through the use of robotic technology. Quebec-based Preverco now has more than 20 robots on its manufacturing floor that focus on processes such as sorting and packaging. Keven Gaudreault, marketing director, explains that robots do the initial sorting after the wood is dried and profiled, leaving a larger number of human inspectors to examine finished product and, thereby, maintain higher quality control.

In other scenarios, employing robotics and, thereby, requiring fewer hands, may allow a company to manufacture the product at a lower cost and, therefore, be positioned to compete more effectively in the marketplace.

Gaudreault reports that robotic technology also helps solve another of manufacturing’s central challenges: the distaste for hard labor among the workforce. Robots can be employed to do the grunt work, leaving workers to focus on the more desirable tasks.

Other companies, such as AHF and Bjelin, are innovating to improve product durability. AHF has developed technology to compress natural wood, removing the air pockets in the material and, thereby, making it denser. The company markets the products for busy households as well as for commercial specification. Bjelin’s hardened wood is also compressed, then fused to a core with wood flour.

Greater durability has also been addressed through improved finishes, offering a cleaner look than those in the past, which sometimes obscured the natural qualities of the wood with their milky tone.

“We spent about $30 million last year for upgraded equipment in our plants: new sanding equipment to make the finish as good as technology will allow, more throughput, more efficiency,” says Milton Goodwin, vice president at AHF Products. “We are proud of what we put in the box. The product is as good now as it’s ever been.”

MATERIAL STORY
While raw material prices have been relatively stable on hardwood, that’s not to say the hardwood business is easy to manage price-wise. A myriad of factors-many of them uncontrollable by the manufacturer-impact the cost of the material. Those include weather in the areas where logs are being felled, demand by other industries, the status of sawmills that process the lumber and more. Says Market Insights’ Santo Torcivia, “Given the wet winter we are having, I would expect logging this spring should be an issue and cause supply shortages and higher costs.”

Goodwin has heard it estimated that there are 70% fewer sawmills than there were 30 years ago. And in 2024’s “Year in Review,” Floor Focus reported significant activity at the mill level last year: “In February, Lauzon purchased a New York log yard, and, the same month, Hoffman acquired Besse, only to shutter six of its sawmills and veneer mills within eight months. Also in February, lumber company Allegheny Wood Products announced that it would cease operations, and, in April, AHF announced it would acquire two of Allegheny’s mills. Along with Allegheny, McMinnville Manufacturing Company and White Brothers Mill ceased operations. In October, Star Lumber acquired Apex Lumber Company.”

“There is a lot of pressure on the sawmill industry,” says Pat Oakley, president of Mullican. “The industry has lost mill production because mills have closed. When we pull out of this remodel recession, how does that impact the availability of raw materials?”

These sawmills, primarily small, privately owned businesses, are highly susceptible to the ups and downs of the market and have been particularly impacted by the growth of Asian imports. “Sawmills don’t only rely on the premium lumber but also on the low end, and, with the influx of products from Asia, a lot of business has shifted from U.S.-produced to Southeast Asia and Europe,” says Kyle McAllister, director of the hardwood and laminate categories for Shaw.

This challenge also applies to manufacturers that own production from forest to finished flooring, such as Lauzon, as they must also have outlets for the entire log.

The low-end of the wood market has also been eaten into by LVT, meaning that the value end of hardwood is already smaller than it used to be-even before imports take their bite. This has pushed the lowest price point of hardwood at Shaw, for instance, from $3/square foot to $5/square foot and up.

McAllister reports, “There isn’t price pressure on the manufacturer yet, but I can see that changing depending on the tariff landscape. It’s a game of supply and demand. Sawmills are closing because the lumber market is down. If that demand shifts, there could be a bottleneck for domestic sawmilled lumber.”

“Price points still seem to be the biggest challenge in hardwood,” says Sean Brennan, president of Kährs-Americas. “People turn to lower-cost hard surface. There is a trend away from lower-end LVT now but more toward laminate. Wood is still the preference, but wood isn’t always ending up on the floor because contractors want lower-cost hard surface in there.”

TARIFFS?
Hardwood industry players have highly varied opinions on the potential tariffs, often depending on where their products originate from.

“At the 2025 TISE show, our manufacturer members from outside the U.S. were very concerned about the looming tariffs and the impact they would have on our industry,” says Martin. “I’ve already seen estimates that the increase in lumber prices will add up to $30,000 to the cost of new home construction. It is reasonable to conclude that the renovation market will be greatly impacted as well. The tariffs imposed during the last Trump administration had a detrimental impact on the hardwood industry, and the industry has not fully recovered from those impacts. A new round of similar, if not worse, tariffs could have an even greater, and longer-lasting, negative impact.”

Of course, it remains likely that U.S.-based manufacturers could gain business as the cost of imports skyrockets. But is the U.S., with its sawmill shortage and labor shortages, ready to handle the surge? And will increased lumber prices cause the building and renovation markets to grind to a halt?

Torcivia notes that, in addition to U.S. players, those in Vietnam, Cambodia and Thailand also stand to gain if the tariffs take effect, given that they are significant importers to the U.S. not targeted by the tariffs.

“In my opinion, more tariffs on China, though helpful, won’t change demand in the U.S. because there is so much production of wood flooring coming from other places,” says Oakley. “If there were tariffs on some of the other countries in Asia, we would see a significant impact. But just the threat of uncertainty of tariffs will help drive more volume for U.S. manufacturers because no one wants to have their fate totally tied to imports. They want a certain amount tied to domestic production.”

Adds Poland, “Domestic hardwood flooring manufacturers can’t compete with imports made in Vietnam and Cambodia.”

As for Canadian manufacturers, it’s the chaos of the Trump administration’s approach that is the greatest stressor.

“With no U.S. warehouses, Mercier is watching the tariffs closely,” says Wade Bondrowski, director of U.S. sales for the Canadian company. “Because we buy logs from the U.S., will there be reprieve on tariffs? No one seems to know right now. If the tariffs are extreme, what will happen to our vendor relationships? This won’t just impact one part of the business.”

“We are preparing right now in the ways we can control,” adds Gaudreault. “We are talking with our partners. If the tariffs are 25%, how much can we absorb, and how much of an increase will they have to pay? The 25% tariff on the U.S. side is one thing, but I think what will hurt us more is the 25% tariff on the Canadian side. We buy a lot of wood from U.S. It will hurt us badly.

“The Asian theater makes a good quality product today. It’s not what came in 15 years ago. If they were dumping mid- to high-end product here, tariffs could be positive. But they aren’t,” Gaudreault continues.

David Lauzon Jr., vice president of sales and customer experience for Quebec-based Lauzon, notes, “As business owners, we are used to building strategies following economic data, past experiences and common sense. In today’s world, we must adapt daily, as this should be a free-trade market between the U.S. and Canada, but the rules of the game are being played with while the game is already in progress. I’m still in the group of people who don’t think there will be tariffs on hardwood-at least not 25%, maybe 10%-as the hardwood industry is not a segment that is a trade deficit with the U.S. When the tariffs were supposed to take effect in early February, the stock market dropped instantly, and tariffs were then pushed. Many U.S. sawmills were in a panic as a lot of Canadian mills source and transform U.S. lumber. Hopefully, the analysis from the Trump administration comes back positive for the North American hardwood lumber industry.”

Lauzon also believes that, should the tariffs go into effect, the Canadian government will subsidize affected companies. “We might lose a few percentage points of marketshare, but it will be more negative for U.S. players,” he says.

Adds Torcivia, “It remains to be seen if any U.S. wood flooring brands try to play off Trump’s ‘America First’ policy and hype a ‘Made in the USA’ program. If this comes to pass, it should bump up domestic production.”

HARDWOOD TRENDS
“White oak remains dominant,” says Oakley. “Hickory is also trending well, and maple is pretty steady, though a smaller piece of the pie. Traditionally, American cherry and walnut always have had less significant demand.”

“Hickory is taking bigger share,” says Adam McCombs, CEO of Somerset. “Over the last four to five months, we have seen a spike in interest, and we are scrambling to keep up with orders.”

“I have heard of some oak fatigue with the younger generation,” says Jérôme Goulet, director of marketing for Mirage, also from Quebec. “They don’t want what their parents had. It’s not a big trend yet, but I’m starting to hear some noise.”

Color-wise, greys have been replaced by blondes and warm browns in line with home preferences going more natural. “Medium brown is neutral and goes with everything, so it offers design flexibility,” says Oakley. “We are starting to see a return to more wood in the home. People want the natural look of wood. We see it in ceilings, beams, range hoods, butcher block countertops.”

THE MAKERS
Originating as a hardwood house, AHF Products provides a full scope of hardwood products-solid and engineered, finished and unfinished, residential and commercial-to the U.S. market. With extensive U.S. manufacturing and a wholly owned factory in Cambodia, the company creates products for its portfolio of brands: Armstrong, Autograph, Bruce, Capella, Crossville, Essential Living, Hartco, Hearthwood, Homerwood, LM Flooring, Parterre, Raintree, Robbins and Tmbr. The company goes to market both direct and through distribution, serving independent retailers, big boxes, private label and online retailers. Around 65% of AHF’s hardwood product portfolio is engineered, while 35% is solid.

About six months ago, the company added hardwood (and vinyl) to its Crossville Studio locations; these products are branded under the Crossville name, marking the first time “Crossville” has sold anything except ceramic.

In addition, the company soft-launched its densified commercial product under the Armstrong and AHF Contract names. This marks AHF’s first foray into the commercial space. The company will do a more major launch of the line in its booth at NeoCon, on the seventh floor of The Mart, which will include products by Crossville and Parterre, as well.

Across the AHF portfolio of products and brands, about 50% goes to residential remodel; 30% to new construction; 5% to commercial and the remaining 15% to various markets.

The company re-entered the unfinished market “full steam” around four months ago. Unfinished is offered in both solid and engineered formats, with unfinished engineered the faster-growing segment of the two. While the unfinished market is dominated by red and white oak, AHF also provides European white oak from its Cambodia plant. In 2024, AHF purchased two sawmills in West Virginia to ensure its supply.

This year, the company is rolling out its largest new products launch yet, with something like 300 new hardwood SKUs under a wide swath of its brands. These include expanding its densified products to the Robbins and Bruce brands-in pine, ash, maple and cherry. Later this year, the company will roll out herringbone looks at a more affordable price point.

In addition, it is introducing Mizunara oak, a Japanese mountain-growing oak that is twice as hard as American white oak, under its LM brand and private label.

Last year, the company invested $30 million in its plants across all surface types to upgrade equipment, improving processes including efficiency, sanding, and scanning.

Cali, based in San Diego, saw good activity with its upper-end hardwood in 2024, after dramatically expanding its hardwood offering last year. At this year’s Surfaces, Cali rolled out Varietals, which offers a variety of species, including ash and maple, complementing the Barrel engineered line of European white oak, which it introduced in 2023.

In addition, the company is remarketing its mid-grade wood offering, the Whiskey & Wine engineered collection, and its Meritage engineered collection.

Cali sources the bulk of its hardwood from Asia but also has products made in the U.S. In 2025, it plans to introduce a hardwood product made in Europe.

Cali is an omnichannel brand, going to market direct to consumers as well as through groups such as the National Flooring Alliance and CCA. It also serves the builder market, which it reports was strong in 2025.

Hallmark Floors, based in Ontario, offers both solid and engineered hardwood products. The company, founded in 1998, manufacturers its hardwood products in China and Vietnam. It does not sell its products through online retailers.

Last year, the company added Diamond W as a distributor of its products within the U.S.

Home Legend is currently making a move into the hardwood market. The 20-year-old company is owned by China’s Power Dekor Group, which has manufacturing facilities producing flooring in many categories, including hardwood and bamboo, which Home Legend has long carried. Over the last handful of years, however, the company has had more of a focus on vinyl flooring, but that is now shifting.

At Surfaces, the company launched Artisan Cut, a 9-1/2” wide plank up to 86-5/8” long. Artisan Cut will roll out in herringbone in the next few months. In addition, the company has two existing wood lines that it is updating. It also plans to launch two to three more hardwood lines this year.

Over the last year, Home Legend has picked up three former DuChateau employees: Todd Gates as West Coast sales manager, Joseph Patterson as East Coast sales manager, and John Neugent as brand ambassador.

The company’s retail brand is Eagle Creek, and the team is currently working to enhance the brand in the market through better display vehicles, implementation of technology and building its sales force. In addition to independent retail, the company is sold OEM and in the big boxes.

Johnson offers a diverse selection of engineered hardwood flooring, featuring a range of wood species including European oak, American oak (white and red), hickory, maple and walnut. Johnson’s hardwood business primarily serves the residential remodel and builder markets; however, it is expanding its presence in the multifamily and commercial segments.

Johnson’s route to market is a balanced mix of both distribution and direct-to-dealer sales. Approximately 55% of its business goes through distribution, while 45% is sold directly to dealers.

Johnson is enhancing its product portfolio with more durable finishes, wider plank formats and improved wear resistance.

The company offers cost-effective options that provide engineered hardwood at competitive prices and, at the same time, has premium collections with thicker veneers, wider planks and more refined finishes.

This year, Johnson will roll out a value-priced builder product with a 3/8” engineered wood construction as well as a premium-grade collection with 4mm veneers, featuring red oak and white oak in prime/clean grade.

Most of Johnson’s hardwood products are manufactured in Vietnam.

Kährs has a large portfolio of engineered hardwood products. Based in Sweden, the company offers many European white oak products, the wood for which is sourced from forests in close proximity to its Swedish factory, where it produces hardwood in long lengths and widths from 5” to 8”. The company also offers patterned hardwood products-such as herringbone and chevron-which it sources through a partner. While the company’s products traditionally feature the company’s own wood lock joints, it recently introduced traditional tongue and groove on a plywood core to its portfolio, produced by a U.S. partner.

The company’s new production partner is the result of the company seeking to have production within the market it is serving. Of its primary markets-Scandinavia, central Europe and North America-North America was the only one without production. The new partnership was established before the potential tariffs became a significant discussion, and the company is relieved to have formed the relationship before a possible flurry of such activity. The U.S.-produced products are currently just a small part of Kährs portfolio, but the company is debating whether it should ramp up.

In the U.S., the company employs a hybrid to-market strategy, direct in some areas and through distribution in others. At least 90% of its offering is branded.

Kährs has price points serving the full market, but 60% to 70% of its offering is mid to upper end. The company’s entry-level is generally used by builders.

Lauzon harvests its own trees, controlling the entire supply chain and production process. Through its fully integrated operation, Lauzon has built a business that is at the forefront of sustainable forest management and stewardship. Full integration begins with the forest lots that it manages and continues in its sawmill and its hardwood finishing plants. The sawmill processes 15% of the total hardwood cut annually in Canada and, in addition to its flooring division, has a lumber division and an energy division. It is the largest producer of hardwood pellets in North America.

The company offers hardwood in three constructions: solid, which accounts for 60% of the portfolio, 1/2” engineered made with Canadian plywood and a 3/4” engineered on a pine filleted core.

Lauzon goes to market both through distribution and direct business, offering a good number of private label programs as well.

Lauzon will offer color updates to several products this year.

Mannington’s hardwood offering covers all price points and includes 3/8”, 1/2”, 9/16”, and 5/8” thick products with multiple thicknesses of wearlayers and various species. The company goes to market through distribution in some geographies and direct in others. In addition to independent retail, the company has some builder accounts.

Mannington’s hardwood products are produced in Central America and Asia and range from retail price points of low $5/square foot up to mid $12/square foot.

The company is launching additions to its premium products this year, including a herringbone version of its Provence Hickory.

Mercier manufacturers its solid and engineered hardwood flooring, all prefinished, in Drummondville and Montmagny, Quebec. Last year, the company made the largest investment in company history, both in infrastructure and new products. The company reports that, as a result, it had a very successful year, as did its distribution partners, all of whom were up last year. Included in those introductions were a 5” engineered in the Pro Series, which it previously sold in solid but had to be discontinued due to elimination of Baltic birch from the market. This new offering has doubled sales expectations. In addition, the company introduced Steller, a 7-1/2” white oak product at a competitive price point that is getting good traction.

Mercier is sold through distribution. The company does some private labeling with distribution partners, but very little. Builder business, with custom and luxury builders, comprises a small amount of Mercier’s business. And the company reports that it has a new finish that is helping it gain traction on commercial jobs.

“Business was great over the last two years,” says Bondrowski. “We saw a little drop after Covid but had a tremendous 2024, and that is carrying into 2025.”

Mirage, part of Boa-Franc, reconsidered the way it is presenting itself to the market and decided it needed to make its approach more intuitive. “We want to make it simple for the sales team,” says Goulet. “When we looked in the mirror with the perspective of someone who wasn’t familiar with our line-up, we realized it could be confusing, and we want to avoid ‘the dance’ during the sales process.” The company set out to reinvent its collections to make them “super simple,” adds Goulet. “A collection is one species, one texture, one gloss. Then we jump to customization. Which thicknesses? Which width? Which grade? Do you want regular linear installation, herringbone or chevron?” The company applied the approach to its new collections and will transition the existing collections in three years, discontinuing some products to reflect the big picture.

Mirage, long recognized as a quality leader, goes to market both through distribution and direct in the U.S. The company does a bit of work in the builder and commercial markets and hopes to grow its builder business through its new to-market approach.

Mirage products are manufactured in Canada, though Boa-Franc does own the Ten Oaks facility in Virginia, which makes unfinished hardwood.

For the past five years, Mirage has focused on its TruBalance technology, a three-ply construction with a SPF (spruce, pine, fur) quarter-sawn core. The SPF core utilizes locally sourced soft wood and creates a lighter product than a plywood core. More recently, the company has rolled out its DuraLive finish, which features a higher gloss level than its DuraMatt finish, allowing for more crispness in the colorations.

Mohawk’s wood portfolio encompasses a range of products under the Mohawk TecWood and Karastan Natural brands. TecWood caters to various budget levels, while Karastan serves the upper end. Offerings include products ranging from 5” to 9” in width and feature a variety of species, such as birch, hickory, walnut, maple and oak. Retail accounts for 60% of Mohawk’s hardwood business, while builder and multifamily work account for 39% and commercial for 1%. It goes direct to its retail partners.

In terms of format, 1/2” is the company’s largest volume construction, though it is seeing sales trending up in the 9/16” and 5/8” platforms. White oak dominates its sales.

All of Mohawk’s engineered wood products are sourced from overseas and range in price from the low $2s to the low $6s.

The company recently introduced a new tier in its TecWood portfolio called Enhanced, featuring the Madera Trace product line. This line offers several unique features not typically found in the traditional engineered wood market. It includes its multi-fit Uniclic locking system, which allows for both gluedown and floating installations, and features HydroSeal technology.

Mullican Hardwood Flooring manufacturers solid, engineered and unfinished hardwood at its Holland, New York; Ronceverte, West Virginia; Norton, Virginia; and Johnson City, Tennessee facilities. The company imports a very small percentage of its offering, 9-1/2” wide products. Mullican sells through distribution to U.S. retailers with 95% of its offering in the residential remodel and new construction channels. The remaining 5% is commercial work.

The company reports that its unfinished products-in both solid and engineered-are experiencing consistent to above-average demand, driven largely by custom homebuilding. The company covers all bases price-wise but skews more heavily toward the mid- to upper range of the market.

This year, the company will roll out new introductions in 3/4” solid in hickory as well as some mid-level sliced white oak and hickory in an engineered construction. Also, the company is refreshing some of its entry-level wood products in its engineered line.

Preverco makes solid and engineered hardwood, fully sourced from materials local to its Quebec manufacturing operations. Preverco has been selling its hardwood to the U.S. market direct for decades. The company does some project work, but product is primarily moved through its network retailers. Its core business is at the mid- to high end of the market, though it does offer product for every budget.

This year, Preverco is rolling out its Flex 13, an engineered, two-ply product with a 3/4” thickness. The format is in high demand for New York renovation work due to the heights of existing large metal door frames.

Shaw Industries goes to market with hardwood under its Shaw Floors and Anderson Tuftex brands, with Shaw Floors focused on the more practical consumer who wants a standard wood visual and light texturing and Anderson Tuftex serving the premium customer who wants a more unique product, including products made using reactive stains, oil-rubbed finishes, wirebrushing, sawn looks and patterning like parquet and herringbone. Shaw’s format with both brands is engineered-hardwood only. And the company goes to market direct to the dealer under both brands. In addition, both brands serve the builder market, with Shaw Floors mainly selling to national builders and Anderson Tuftex selling to customer and custom builders.

Shaw manufacturers its domestic products in South Pittsburg, Tennessee. The company has upgraded this facilities capabilities to producing premium visuals. Shaw sources from overseas as well.

In 2025, under Shaw Floors, the company launched the Natural Classics collection and Lineage, a stained sub-collection of Natural Classics, both featuring traditional visuals, where the company reports there is a lot of demand. The red oak, white oak and hickory products feature an aluminum oxide finish. Lineage SKUs come in gunstock oak, honey oak and natural red oak, targeting homeowners hoping to match new flooring to what exists in their home. From South Pittsburg, the company is also introducing Americana Oak and Liberty Oak, which are also white oak.

Under Anderson Tuftex, the company is rolling out Chateau Oak, which is white oak with an oil-rubbed finish, as well as Brasilia, targeting the consumer who wants cleaner grade.

Somerset, owned by Bauwerk, which also offers hardwood under the Boen brand, sells both solid and engineered hardwood made at its factory in Somerset, Kentucky and goes to market through distribution, as it has historically.

Somerset has eliminated its maple offering in favor of a more significant hickory presence and notes a significant spike in interest in hickory over the last four to five months-and is, in fact, scrambling to keep up with orders for the material.

Somerset’s business is split between the residential replacement and new construction markets, with new construction accounting for around 30% of the total and residential replacement for the remainder. In 2025, the company plans to put more focus on A&D business to grow commercial sales.

The company hits a range of price points with its offering, from 2-1/4” solid at a $5.50/square foot price point to engineered at a $10/square foot up to products serving the high end of the market, such as its wide plank European oak products imported from Boen-the company launched these in the U.S. last year.

Somerset stepped back from the unfinished market because it has been sluggish and saturated with tight margins. When unfinished rebounds, the company will reenter that market.

Somerset has formed a partnership with Sherwin Williams to hone its colorations. This year, the company will offer refreshed products and is working to enhance the clarity component of its finishes to showcase the wood’s natural features.

Copyright 2025 Floor Focus 

Related Topics:Karastan, RD Weis, The International Surface Event (TISE), Shaw Floors, AHF Products, Mannington Mills, Mohawk Industries, HomerWood, Shaw Industries Group, Inc., Lumber Liquidators, Mirage Floors, NWFA Expo, Tuftex, Parterre Flooring Systems, Armstrong Flooring, Crossville, Anderson Tuftex