A Legacy Of Innovation And Sustainability At WD Flooring
WD Flooring, located in Laona, WI, specializes in manufacturing hardwood flooring, including solid and engineered varieties, along with prefinished and unfinished options. The company utilizes 10 million board feet annually from sustainably sourced hardwoods such as Hard Maple, Birch, Beech, Cherry, Hickory, Red and White Oak and Walnut. As founder Peter Connor notes, “What is truly unique about WD is not just its focus on the right species, but the right width and length specifications of flooring for your project.” This attention to detail and customization is a key factor that distinguishes WD Flooring from other flooring manufacturers.
“Nothing compares to Northern hardwoods,” said Peter Connor, founder of WD Flooring.
The name “WD” honors Connor’s great-grandfather, William Duncan Connor, who was a pioneer in sustainable forestry practices. Connor emphasizes the importance of innovation and consistency in achieving success. “Nothing compares to Northern hardwoods. In terms of consistency of color, the tight growth rings are a natural attribute created by the rich soils and short growing seasons of Northern forests,” he said.
Sustainability in the Industry
Connor is also candid about the overuse of the term sustainability in the industry. He noted that for WD Flooring, sustainability is more than just a buzzword; it has been a core mission since the company’s inception. “We are so proud of our history and focus on sustainability that we named our company after WD Connor, the great-grandfather of sustainable forestry,” he explains. “Our products are sourced from responsibly managed forests that have a continuous revolving stock of varying age classes.”
“Our products are sourced from responsibly managed forests that have a continuous revolving stock of varying age classes,” said Peter Connor.
WD Flooring’s facility boasts a zero-waste policy, with by-products being repurposed for bio-fuel and animal bedding. The Connor family has been involved in the timber industry in Laona for five generations.
Before taking the plunge into the flooring business, he sought to understand the complexities of hardwood flooring installation. Many manufacturers fulfill their roles in the supply chain but often overlook the entire process from tree to finished product. To gain a comprehensive understanding, Connor attended the National Wood Flooring Association’s regional school to learn about hardwood flooring installation, what it is that makes a difference to contractors while not ignoring the end of the supply chain and the consumer market’s needs.
WD Flooring found a niche by producing plank flooring out of not just Oak but specialty species: Cherry, Maple, Birch, Hickory and Walnut.
At that time, in the mid 1990s, around 80 percent of flooring sold in the U.S. consisted of traditional strip flooring, predominantly produced by Armstrong-Bruce Hardwood Flooring. When GE Capital, the owner of Armstrong, shifted its focus to large retailers, WD Flooring saw an opportunity to fill the gap. WD Flooring found a niche and by producing plank flooring out of not just Oak but specialty species: Cherry, Maple, Birch, Hickory and Walnut.
However, just as business was ramping up, disaster struck. One Friday night in early spring 1999, the mill caught fire. While there were several theories regarding the cause—ranging from a lightning strike to a malfunctioning dust collection system—most agree that the accumulation of flammable sawdust played a significant role. Within hours, what had been a thriving mill was reduced to rubble.
WD Flooring partnered with Rubio Monocoat in 2008. This collaboration allowed WD Flooring to introduce innovative finishes to the North American market.
Despite this setback, the destruction of the facility allowed for a fresh start. This new plant not only replaced the old one but also incorporated advanced fire prevention measures, including a modern sprinkler and spark detection system. “We took the opportunity to create a better mill, one that could produce specialty and commodity flooring more efficiently,” Connor explained.
Massive Growth in the Market
From 2002 through 2006, WD Flooring experienced massive growth. The housing market was booming, with increasing demand for diverse flooring options. The company expanded production shifts and acquired Superior Floor Company, enabling it to manufacture wider planks and meet customer demands more effectively. During this period, WD Flooring achieved record sales.
The economic landscape changed dramatically with the onset of the 2008 financial crisis. While sales remained stable, profitability began to decline as the housing market collapsed. Distributors faced significant challenges, with many having to tighten their credit lines and reconsider sourcing strategies. Even as WD Flooring positioned itself as a preferred mill, it had to reduce prices to remain competitive amidst shrinking margins.
WD Flooring, located in Laona, WI, utilizes 10 million board feet annually of Hard Maple, Birch, Beech, Cherry, Hickory, Red and White Oak and Walnut.
In response to the challenges in the U.S. market, WD Flooring looked to Europe as a viable avenue for growth. By attending trade shows and forging relationships with international buyers, the company found success in exporting its species of hardwood not readily available in European markets. The European markets had not experienced the same housing crisis as the U.S., and demand for high-quality flooring remained strong. WD Flooring also secured contracts for large commercial projects, such as the National Gallery in Riga, Latvia, taking advantage of favorable exchange rates.
While in Europe, Connor was inspired by the quality and aesthetic of European flooring finishes. Upon returning to the U.S., he collaborated with local contractors to replicate these finishes, which eventually led to a partnership with Rubio Monocoat in 2008. This collaboration allowed WD Flooring to introduce innovative finishes to the North American market.
By 2012, recognizing a gap in their offerings, WD Flooring began to develop its own line of engineered wood flooring. This investment was crucial for broadening their product range and adapting to market demands. In 2016, continuing this drive toward innovation, WD Flooring created it’s very own substrate for its engineered flooring out of Basswood – the most stable of all hardwoods – this proved fortuitous as the Russian invasion of Ukraine would lead to sanctions and a ban on Russian produced Baltic Birch which was the prevailing substrate at the time.
Throughout its journey, WD Flooring has faced challenges and embraced opportunities, establishing itself as a leader in the hardwood industry. With a commitment to sustainability, innovation and quality craftsmanship, the company continues to evolve, meeting the diverse needs of its customers while honoring its heritage. As Connor noted, “Innovation allows us to continually push the industry to new fronts, and our quality and consistency ensures return customers.”
WD Flooring is a member of the Lake States Lumber Association, National Wood Flooring Association, Maple Flooring Manufacturers Association and the Hardwood Manufacturers Association.
For more information visit www.WDFlooring.com.
