Wood is not just a category of flooring for Wisconsin-based Floor360—the retailer has taken a unique merchandising approach to bring more engineered wood to the Milwaukee market. In a new collaboration with wood supplier DuChateau, the retail and commercial dealer recently opened a segmented part of its Milwaukee showroom to highlight exclusive wood products and help designers walk their clients through wood flooring selections.
“Milwaukee has been selling a lot of unfinished wood products, so we wanted to go this route to help customers understand that you can get a better, higher-quality product,” said Ryan Koechel, Floor360’s director of growth.