With supply chain uncertainties creating new challenges for flooring retailers, Hartco is responding with an innovative retail solution designed to maximize hardwood sales in minimal space.

The company has launched a new in-store display system that showcases 48 solid hardwood SKUs while using 60% less floor space than traditional stacking displays. The compact format combines space efficiency with enhanced product storytelling, featuring all Made-in-USA manufacturing at a time when domestic sourcing offers supply chain advantages. Early retail adopters are already reporting sales increases of 10% or more, even in challenging market conditions.

"We've taken a leadership position in solid hardwood not just by offering high-quality, American-made product — but by making it easier for retailers to sell it well," said Milton Goodwin, vice president-Hardwood at AHF Products. "This new display creates a true destination within the store for homeowners who are looking for natural materials, lasting value, and American craftsmanship."

The display system transforms hardwood into a high-impact retail destination through intuitive pull-out boards, updated branding, and messaging that speaks directly to consumer values. The format addresses growing demand for authentic, sustainable flooring options while simplifying the shopping experience for both retailers and customers.

Six Collections Address Modern Consumer Preferences

The display features six collections, including two new introductions. Nature Walk offers a fresh take on solid hardwood with light, neutral palettes and ultra-matte finishes that showcase natural wood grain. Sensory Forest introduces a tactile experience through signature cross-sanding techniques that create a sueded texture while maintaining smooth walkability.

Established collections have been refreshed for the display. Prime Harvest now includes nine new colors and updated low-gloss finishes, while Appalachian Ridge features five new colors with artisan textures and multi-tonal color washes. The popular American Scrape and TimberBrushed collections complete the offering.

All products featured are crafted from 100% solid hardwood sourced and manufactured in the United States, addressing consumer demand for authenticity and supporting shorter lead times compared to imported alternatives.

Investment Value Drives Consumer Interest

Despite competition from engineered and synthetic options, solid hardwood continues to command premium positioning due to its long-term value proposition. The flooring can be refinished multiple times, adds measurable resale appeal, and offers superior durability compared to alternative materials.

"Real wood gives the color, character, durability, and smart investment all homeowners deserve," Goodwin said. "For homebuyers, hardwood floors are not only a classic design feature but also a long-term investment. They offer easy maintenance, improve indoor air quality, and provide timeless beauty that complements any style."

The launch comes as retailers seek ways to maximize revenue from high-margin categories while managing space constraints and supply chain considerations in an evolving market landscape.