Bruce is launching LifeSeal, a new rigid core flooring that delivers 100% waterproof protection to stand up to the busiest of homes and light commercial spaces, without sacrificing comfort or style. LifeSeal is uniquely built to withstand it all, including dents, scratches, spills, stains, and fading from sunlight. The product line will be launching first through AHF distributors JJ Haines and FlorStar, and will be available at retail in early 2020.

“No matter which segments our retailers target—now or in the future—AHF Products has the partnerships, products and selling tools to help customers expand sales. We are building our business by really listening to our customers, and reacting very quickly, and very specifically, to meet the needs of the market,” said Brian Parker, director-product management. “LifeSeal is a result of this collaboration—a great, competitively-priced product for dealers, builders, remodelers and contractors, backed by the venerable Bruce name. We are bringing it to market with respected partners like JJ Haines and FlorStar who have the relationships and the resources to ensure our customers’ success.”

"AHF has the advantage of not being a single product manufacturer. Its strong legacy in solid and engineered wood products brings a fresh, customer-focused perspective to LifeSeal, based on a combination of design and features and benefits that consumers really want,” said Jon England, chief sales & marketing officer, JJ Haines. “Differentiation in this market relies on many factors. Our retailers will benefit from having a reliable inventory, and being able to offer a good product mix for their customers, backed by a brand people know and trust, and serviced by a proven, experienced team.”

LifeSeal provides many benefits over traditional vinyl products. The proprietary LifeSeal core construction eliminates air pockets, which results in increased product hardness and protection from moisture. It is dimensionally stable and doesn’t telegraph subfloor imperfections. 100% waterproof planks are ideal for high-moisture areas—even kitchens, bathrooms, mudrooms and basements where floors can get the wettest. When exposed to water, planks will not swell, buckle or lose integrity.

The rigid core and thick wear layers protect against dents and other surface damage; the urethane wear layer assures long-lasting protection from scratches, scuffs and stains. It is quick to install, simply clicking into place, and with no acclimation time because it doesn’t expand and contract like flexible LVT. An antimicrobial IXPE foam pad backing provides more cushion and softness underfoot than rigid core vinyl without an attached pad, and offers superior acoustic performance. LifeSeal is easy to maintain and is wet-mop friendly.

These affordable, easy-care floors are available in a range of today’s most popular wood-looks, in 6”x48” and 7”x60” planks. Fifteen distinct visuals are each designed to mimic the natural allure of traditional oak or rustic oak hardwoods. Two versatile lines, Classic (12-mil wearlayer) and Trending (20-mil wearlayer), combine beautiful aesthetics and affordability; shoppers can choose from warm browns, creamy neutrals and cool grays. Color matched trim adds a finishing touch.

“The genesis of this product is that we listened to our customers. We will continue to help our customers grow by offering the best products that satisfy them at their point of need, from desirable, classic hardwoods to affordable rigid core flooring,” said Parker.

To learn more about AHF Products and their different brands, visit