The real deal. Warm. Beautiful. A value add. These are just a few ways the experts we spoke to describe hardwood floors. Though some might argue that the age-old product can almost sell itself, hardwood manufacturers continue to put their focus on creating marketing initiatives and educational opportunities aimed to drive the demand for wood.
“Anderson Tuftex is about the wood; real-deal, warm, beautiful, adds value to the home and it’s what people want,” said Katie Ford, director of brand strategy. That’s why you see all these LVT and ceramic tile and laminate [lookalikes], the visuals are wood, because that’s what people want.”