Välinge Flooring continues to roll out its hardened wood floor with Woodura surface technology through distribution and e-commerce in North America and will be available through retail this month. Woodura surface technology makes the floor three to five times harder that the original species. 

“The sustainability aspect combined with the other features like a three-times harder surface and the possibility to produce extra-extra-long planks is what initially caught my interest,” said Zach Adams, general manager, North America. “The team and I are very eager to present this product on the market and we are convinced that others will see the many advantages it has compared to a traditional wood floor.” 

The collection includes a mix of three species—white European oak, trendy ash and walnut—combined for a total of 11 SKUs in large formats up to 10 ¾-inches wide and 94 inches long . 

Jeff Strigel, president of East Coast distributor Elias Wilf, said Välinge Flooring’s Hardened Wood Floor “without a doubt one of the hottest introductions in the past decade.”

The new floor collection incorporates cutting-edge, patented technology from Välinge Flooring's parent company, Välinge Innovation. It's also the Swedish innovator's first product, made on-site at their headquarters in Viken using their state-of-the-art, high-volume production facility.

“Creating our own products is an exciting and natural progression for Välinge, said Per Nygren, vice president, Välinge Innovation. "It’s not about competing with our licensees, quite the opposite, actually. This allows us to showcase our unique innovations — Woodura technology, the latest 5G Dry waterproof locking system, and 5G Climb. Creating a product that uses those technologies in harmony, giving customers the most innovative, high-performing, sustainable, and beautiful real wood floors, fit for a worry-free life in their home.”

Woodura surface technology offers three times the impact protection of a traditional wood floor, the company said. It offers increased stability (up to 6,727 square feet without the need for installation joints), and creates 10 times more product from the same amount of lumber. 5G Dry is easy to install with a click system and has extra protection from water penetrating into the seams of the floor making the flooring waterproof. The 5G Climb feature also allows the flooring to be installed on walls by just adding a small plastic clip.