• Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • A&D
  • INSTALLATION
  • MARKETS
  • AWARDS
  • EDUCATION
  • BUYER'S GUIDE
  • MEDIA
  • EMAGAZINE
  • SIGN UP
cart
facebook twitter linkedin youtube
  • NEWS
  • Breaking Flooring News
  • eNewsletters
  • PRODUCTS
  • Carpet & Area Rugs
  • Hardwood
  • Installation Products
  • Installation Tools & Equipment
  • Laminate
  • Resilient
  • Specialty
  • Tile & Stone
  • MARKETS
  • Commercial
  • Residential
  • AWARDS
  • Installation Awards
  • Top Flooring Products
  • EDUCATION
  • Continuing Education
  • Webinars
  • MEDIA
  • FLOOR Podcast
  • Videos
  • TISE 2025 Videos
  • Product Spotlights
  • eBooks
  • EMAGAZINE
  • eMagazine
  • Archive Issues
  • Contact
  • Advertise
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • Product Spotlights
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP
Flooring InstallationResidential FlooringShows and Events for FlooringHardwood Flooring

Highlights from the 2023 NWFA Expo

By Beth Miller, Tanja Kern
AHF Products at NWFA 2023.jpg

Milton Goodwin, Sara Babinski and Brian Parker at AHF Products shared trends and an outlook for the wood industry. Photo Floor Trends. 

Bjelin at NWFA 2023.jpg

Iris Meana Prada and Lennart Thalin of Bjelin feature 5G Dry and Woodura technologies from Välinge Innovation and expanded possibilities for engineered wood floors specified in the commercial market. Photo: Floor Trends. 

Bostik at NWFA 2023.jpg

Bostik's director of marketing Eric Loferski gives hardwood flooring installers the unique chance to win a Harley-Davidson at the NWFA Expo in Milwaukee, Wisconsin. Photo: Floor Trends. 

Beth  at NWFA 2023.jpg

Beth Miller, managing editor Floor Trends & Installation, tests a scraper from Hardwood Industry Products at the 2023 NWFA Expo. Photo: Floor Trends & Installation.  

Jon at Corus NWFA 2023.jpg

FCI's editorial director of installation Jon Namba learns about the tools offered by Corus Fastening. Photo: Floor Trends. 

Jon and Suzy Namba NWFA 2023.jpg

Jon and Suzy Namba at the NWFA Expo in Milwaukee, Wisconsin. Photo. Floor Trends. 

AHF Products at NWFA 2023.jpg
Bjelin at NWFA 2023.jpg
Bostik at NWFA 2023.jpg
Beth  at NWFA 2023.jpg
Jon at Corus NWFA 2023.jpg
Jon and Suzy Namba NWFA 2023.jpg
May 19, 2023

Thousands of wood flooring industry professionals came together in Milwaukee, Wisconsin, for the 2023 Wood Flooring Expo where they learned about the products, installation tips and business best practices to take their businesses to the next level. 

“I don’t think any of us expected what the turnout was from attendance and the energy and everything else that came out of the show this year—it was needed,” said Brett Miller, VP technical standards, education and certification for NWFA. 

The Wood Floor of the Year Award winners were redesigned this year to include more experience levels and skillsets. 

“What I really loved about the awards this year, we got guys like Luis Perez and Jorge Perez—both young, up-and-comers coming into our industry who were given recognition for some of what they’ve done for our industry already,” Miller said. “For the organization and the industry to recognize the next generation coming in, it was great. And to give recognition to some of the veterans like Drew Kern with all that he’s given to our industry. It really was nice to see."

"The NWFA Expo was an invaluable experience for professionals worldwide to come together and share their expertise, knowledge, and passion for the industry," said Jesse Joyce of Middle Tennessee Lumber, this year's NWFA Expo Road King Sponsor said the Expo pro. "As both exhibitors and attendees, we were thrilled to see such a high level of engagement and enthusiasm, making it a truly memorable event. As always, the NWFA Expo is an essential opportunity for everyone in the industry to improve skills, stay up to date on the latest trends and innovations, and network with peers and experts in our field."

Brian Parker, VP of product management for AHF Products, reported that 3.25 inches is still the staple in solid wood with 5 inches being a customer preference in wide width. AHF brought the best-selling styles in engineered wood into the solid wood product offering by offering light, muted, on-trend colors that showcase the wood grain instead of the stain and a low-gloss finish. 

AFH Products VP Milton Goodwin said the engineered wood market is good, and in the higher-end segment, homeowners want thicker veneers that they can refinish. Technology is also helping bring good-looking, durable products to the masses. Two new engineered wood collections launched this year, Coastside and Seaboard, reflect the styles of the West and East Coasts.

“The person that's decorating a $300,000 house wants a beautiful floor just as the person that’s doing a $3-million house, and we can get them there by focusing on that end of it,” Goodwin added.

Next year’s NWFA Expo will be held April 16-18, 2024, in New Orleans, Louisiana.

“We’re still seeing the minimalist trend that came out of the Scandinavian countries since the pandemic—all those light colors,” said Sara Babinski, design manager, AHF Products. “But then have the maximalism trend that's coming up because people are kind of tired of this minimalism. They want some bright, they want some patterns, and they want some darker colors. I’m starting to see medium brown start to creep back in, like a saddle color, and lately we’ve had some requests for Cherry, which we haven’t seen in about six years.”

For more recent articles on NWFA, click here and videos on new hardwood flooring installation products here. 

KEYWORDS: AHF Products engineered hardwood floors flooring installers National Wood Flooring Association (NWFA)

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Beth miller authors

Beth Miller began her journalistic journey in 2005 while still working as a mechanic in her dad’s garage. She has written about everything from artists to WWII veterans and in 2010 stepped into the healthcare sector where she created digital content for 11 years. She, then, received her master’s degree in English from the University of Tennessee at Chattanooga. In 2017, she took the leap into the flooring industry. Here, she has discovered a place where she can apply both her technical and journalistic abilities.

Tanja kern headshot 2023

Tanja Kern is the associate publisher and editorial director of FLOOR Trends & Installation. She is also the host of the FLOORtalk podcast, where she explores the changes and challenges facing the flooring community's thought leaders and creatives. Tanja has been writing about business, design, and lifestyle for two decades, and her work has appeared in publications such as American Way, Better Homes & Gardens, Fine Interiors, Fodor's, Food Channel, CA Modern, Chicago, Fine Interiors, and Los Angeles.

Recommended Content

JOIN TODAY
To unlock your recommendations.

Already have an account? Sign In

  • resilient flooring

    The 7 Types of Resilient Flooring

    The resilient flooring category is comprised of many...
    Resilient Flooring
    By: Resilient Floorcovering Institute
  • QuickDrain USA’s ShowerLine linear drain

    Tips for Curbless Shower Installation Using a Linear Drain

    Consider these four tips when planning for a curbless...
    Installation How-To
    By: Darryl Jones
  • 2024 New Flooring Product Guide

    2024 New Flooring Products Guide

    We explore this year's introductions in area rugs,...
    Commercial Flooring
    By: FLOOR Trends & Installation Editors
You must login or register in order to post a comment.

Report Abusive Comment

Manage My Account
  • eMagazine
  • eNewsletter
  • Online Registration
  • Manage My Preferences
  • Subscription Customer Service

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Retailers Share Top Takeaways from Shaw Flooring Network Convention

Retailers Share Top Takeaways from Shaw Flooring Network Convention

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

What Shaw Flooring Network Dealers are Banking on for 2025

What Shaw Flooring Network Dealers are Banking on for 2025

More Videos

Popular Stories

AHF Products CEO Brent Emore

AHF Products Names Brent Emore CEO

NFM Kansas City Anso Gallery

Nebraska Furniture Mart's Second Anso Gallery Brings Collaborative Retail Model to Kansas City

balancing resource planning and budget control

How to Choose an Outsource Estimating Service That Aligns with Your Flooring Business


Download the Free Moisture Meters Guide

Events

December 1, 2030

Webinar Sponsorship Information

For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

View All Submit An Event

Poll

Investing in your Business

What's Your Top Business Investment Priority for 2025?
View Results Poll Archive

Products

2025 BNI Interiors Square Foot Costbook

2025 BNI Interiors Square Foot Costbook

See More Products

FLOORtalk podcasts - Listen Now

Related Articles

  • Coverings 2024.jpg

    Highlights from Coverings 2024: Tile Trends, News, Tips and Products

    See More
  • 2024 CFI FCICA Convention Lead Image.jpg

    Flooring Installation Community Unites at the 2024 CFI FCICA Convention to Elevate Training Opportunities, Tackle Installer Shortage

    See More
  • Robert Varden

    The Future of Flooring Installation: A Conversation with Robert Varden

    See More

Related Products

See More Products
  • sand-finish.png

    NWFA Sand & Finish Guidelines

  • radiant.jpg

    Radiant Floor Heating, Second Edition

See More Products
×
Milton Goodwin, Sara Babinski and Brian Parker at AHF Products shared trends and an outlook for the wood industry. Photo Floor Trends. 
Iris Meana Prada and Lennart Thalin of Bjelin feature 5G Dry and Woodura technologies from Välinge Innovation and expanded possibilities for engineered wood floors specified in the commercial market. Photo: Floor Trends. 
Bostik's director of marketing Eric Loferski gives hardwood flooring installers the unique chance to win a Harley-Davidson at the NWFA Expo in Milwaukee, Wisconsin. Photo: Floor Trends. 
Beth Miller, managing editor Floor Trends & Installation, tests a scraper from Hardwood Industry Products at the 2023 NWFA Expo. Photo: Floor Trends & Installation.  
FCI's editorial director of installation Jon Namba learns about the tools offered by Corus Fastening. Photo: Floor Trends. 
Jon and Suzy Namba at the NWFA Expo in Milwaukee, Wisconsin. Photo. Floor Trends. 

We’re rolling out the red carpet of flooring knowledge!

Stay in the know on the latest flooring retail trends.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletters
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • Product Spotlights
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP