Randy Prewitt

A blend of art and technology is becoming evident throughout the wood flooring industry today.

The hardwood flooring industry's strength and continued growth is largely predicated upon its use of the tried-and-true oak species grown and harvested in North America.

Our nation and allies have accepted, but also will never forget, the impact of the Sept. 11 terrorist attacks.

In the beginning, our industry was founded on the notion of developing a flooring product that possessed quality and, especially, durability on par with the construction standards of the time. Back then, the longevity and the dependability of a home rested, to a large degree, upon a solid foundation of wood flooring.

In both their merchandising and advertising efforts, today's wood flooring dealers/contractors continue to place heavy emphasis on potential installations in the large areas of the consumer's home.

The prosperity of the hardwood flooring industry, as with any floor covering entity, revolves around sales. But ultimately, the continuation of that prosperity is determined by service.

The hardwood flooring industry has always been steadfast in its assertion that water and wood don't mix.

Today's consumers continue to take advantage of the long-term value and durability associated with the purchase and installation of hardwood flooring products. Unfortunately, consumer expectations, if improperly addressed by the dealer, can promote the incorrect impression that hardwood floors are virtually maintenance free.

Whether we like it or not, design is undoubtedly one of the most influential factors a consumer considers prior to finalizing any sale of substance. This becomes even more of an issue when purchasing products such as new floor coverings. Consumers expect a reasonable mix of quality and design in exchange for their disposable incomes. Further complicating matters for our industry is the fact that floor covering purchases are still viewed as non-essential - even frivolous - by many conservative buyers.

The floor covering marketplace abounds with battles, if not all-out wars, over the consumer’s disposable income. In some cases, heavy artillery was deployed by both the carpet and resilient segments of the industry in an attempt to reverse the gains of other types of hard-surface flooring.