The wood flooring industry is experiencing a significant shift back to natural wood colors and finishes, while darker stains and heavy character options are declining in popularity, according to insights shared at the National Wood Flooring Association's (NWFA) 40th anniversary Expo held this April in Charlotte, North Carolina.

One of the most notable trends is the resurgence of classic patterns, particularly herringbone and chevron installations. Steve Brattin, NWFA board chair and owner of SVB Wood Floors, observed this cyclical nature of design preferences: "We're starting to see some of those classic, medium brownish tones starting to come back. It's funny how we go through these trends and they almost repeat themselves, just like herringbone and chevron. We were doing tons of that in the '90s, then it faded away, and we moved into a lot of pattern work. Well, now we're back into this herringbone/chevron again."

This observation was echoed by Kevin Whaley of AHF Products, who noted a marked change in consumer preferences: "One thing I certainly do see is the consumer's willingness to try patterned floors now where we've tried and tried and just not been able to do it. But we've sold quite a bit of inventory of herringbone floors in the U.S. now, so people are stocking it."

According to Libby White Johnston, NWFA VP of media, "Longer, wider boards remain in high demand. Engineered with boring continues to grow, and white oak remains the dominant domestic species." Industry data indicates that nearly 70% of NWFA members expect demand for white oak to increase further.

The market is currently dominated by installations in the three- to five-inch plank range, but pattern installations are gaining significant traction.

In response to these evolving consumer preferences, manufacturers are adapting their product lines:

Kährs has introduced European Renaissance, a collection offering traditional Dutch parquet aesthetics with simplified installation. The collection features impressive 7.5-foot-long by 7.5-inch-wide planks that cover over four square feet at a time, addressing both the pattern trend and the industry's installation labor challenges.

Bjelin showcased its innovative Woodura Herringbone 2.0, which combines timeless patterns with modern technology. The product utilizes patented Woodura surface technology to maximize raw materials while creating floors that are three times stronger than traditional engineered wood. This versatile flooring supports multiple installation patterns, including traditional herringbone, double, triple, ladder, and block patterns.

Happy Feet International is taking a strategic approach with a streamlined engineered wood line featuring nine carefully selected colors. CJ Johnson, co-owner, explained: "We want to service wood well with lower SKUs, but deep inventory." The company is planning to reduce its vinyl plank offerings while expanding its wood collections, with future releases to include half-inch products at various price points and eventual expansion into higher-end goods.

AHF Products is making a strategic move into the unfinished market, leveraging improved manufacturing technology that allows for more precise milling and better vertical integration. Whaley explained, "We're very close to being completely vertically integrated without owning land," noting that this gives AHF the ability to provide select and better products for the unfinished market while maintaining good margins on number one and number two grades as pre-finished products.

✕

Shaw Americana Oak. Photo: Shaw Floors.

✕

Woodura Herringbone 2.0 offers a clean aesthetic for contemporary spaces. Photo: Bjelin.

✕

White oak floors in a traditional Dutch parquet pattern. Photo: Kahrs.

✕

The Anderson Tuftex Metallics collection is created with a stain infused with metallic powders for a slight shimmer. Photo: Anderson Tuftex

✕

Bruce Unfinished Hardwood allows homeowners to achieve their perfect color match. Photo: Bruce.

Industry Outlook and Challenges

The NWFA's 2025 industry outlook is largely positive, with more than 60% of members expecting sales increases this year, and approximately one-third anticipating steady performance.

However, labor challenges persist as a significant industry concern, with nearly 60% of members reporting difficulty finding skilled workers. This has driven manufacturers to develop products that simplify the installation process.

Competition from wood-look products continues to impact real wood sales, with approximately 70% of members citing aggressive marketing and lower price points as factors. Despite this challenge, more than 80% of members report successfully positioning real wood as a premium product.

Interestingly, Brattin noted a positive trend in Kansas City, where builders are moving away from LVP products in basement installations: "We're starting to do a lot of prefinished engineered glue downs in these basements, and unfinished engineered glue downs. We're seeing a lot more hardwood on the basement side. On some of these new construction houses now, we're getting that additional 1,000 square feet down in the basement level."

As the wood flooring industry continues to evolve, manufacturers and contractors who understand and adapt to these shifting consumer preferences will be well-positioned for growth in the coming years.