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
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP

New San Fran-based hardwood supplier promises fresh approach with Hewn

August 12, 2008
Jeanette Lam


A former advertising executive who helped create ads for Kodak, Nestle and other global brands, Jeanette Lam says she took a look at hardwood flooring and saw something missing. “People don’t care about wearlayers or how thick it is, they want to know how it will mix and match in their home,” says Lam.

The San Francisco-based company she formed, Struxtur, is set to launch Hewn, a hardwood brand that is promising a new approach to sales and marketing. Lam says she has been influenced by the way cosmetics and other fashion-oriented products are marketed. Along with product specs, for example, a new eye-catching in-store display created by the company offers design and decorating tips, as does a label affixed to the back of the product itself.

Plans call for the new brand, which features 28 decorator colors, to be rolled out this month in California followed by other major markets including New York and Texas. To help coordinate the launch, the company hired floor covering veteran Larry Allen as national sales manager. Prior to joining Struxtur, he worked for 25-years at the distributor L.D. Brinkman.

Lam says she is not apprehensive about launching a new hardwood brand in a challenging economy. “When the market is down, that means things are more competitive. A hardwood brand that offers a meaningful difference is going to attract attention. We prepared this launch for more than a year and when we spoke to retailers and distributors they said everyone is copying one another. We are doing something unique. We feel the decisions are made at the point of sale so we are focusing on the total experience of selecting hardwood flooring.” -Al Stewart

Share This Story

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

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,...
    Residential 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

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

  • Struxtur debuts Hewn: ‘Hardwood with attitude'

    See More
  • Virginia Hardwood moves San Diego-based office

    See More
  • daltile

    Dal-Tile and Mohawk Open San Fran Design Studio

    See More

Related Products

See More Products
  • interior design.jpg

    On Interior Design

  • floordesign.jpg

    Floor Design

See More Products

Related Directories

  • Junckers Hardwood Inc.

    Junckers Hardwood is a 90-year-old global manufacturer of commercial and high-performance sports flooring. Junckers has an impressive history and sustainability commitment. Junckers designs for longevity and backs this up with a 25-year warranty.
×

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