“For solid Hardwood in particular, AHF is making investments in innovations that are only available in the U.S. Visually there are certain distressed looks on solid Hardwood that have been incorporated into our new Barnwood Living™ Collection by Mark Bowe from Bruce. This can’t be accomplished on solid wood overseas and has received positive feedback from our customers.”
Wendy Booker, Vice President of Marketing and Product Development,
AHF Products
Mountville, PA–Established in 2019, AHF Products, headquartered here, is a leader in Hardwood flooring with a family of strong brands serving the residential and commercial markets.
The company purchases more than one million board feet of Hardwoods annually. Solid, and engineered, Hardwood species include Red and White Oak, Hickory, Maple, Birch, Walnut, Ash and Cherry. AHF Products is among the leading global wood flooring manufacturers with continued investment in growth and product portfolio expansion. AHF Products operates with a 225 million-square-foot annual wood production capacity.
“With decades of experience in award-winning wood flooring design, innovation, product development, and manufacturing, we improve the quality of people’s lives through great products and a deep commitment to outstanding customer service,” Vice President of Marketing and Product Development Wendy Booker explained. “Our Hardwood flooring brands include Bruce, Hartco, Robbins, LM Flooring, tmbr, Capella, HomerWood and soon Parterre.”
Brands available include:
- Bruce®. The Pro’s Choice.
Established in 1884 and associated with quality ever since, it’s one of the most recognized and dependable names in flooring. - Robbins®. Inspire Every Step.
This direct-to-retailer brand offers a full new product portfolio spanning domestically produced traditional visuals to sliced face double-stained wide width products. - Capella.
This value brand offers a line of quality, well designed wood flooring at affordable prices. - tmbr.
A new brand directed toward the Millennial buyer, with gorgeous, on-trend visuals and a true connection to nature, according to a company spokesperson. - Hartco®. For the Heart of the Home. (Formerly Armstrong Hardwood)
AHF reintroduced Hartco in 2019 with a wide range of colors, textures and surface treatments for beautiful spaces that will last for generations. Available through independent retailers only. - LM Flooring.
A World of Inspiration. This global brand is on the cutting edge of market trends. - HomerWood.
Uniquely Yours: This premium brand is best known for its wide-width, sawn face Simplicity product and custom capabilities. - And soon, Parterre.
Art From Earth – with a focus on highly curated commercial aesthetic as well as high performance and sustainability.
With $400M in revenue and 2,250 employees, AHF Products operates with a 158 million-square-foot annual wood output. “We’ve made investments in our U.S. plants, which are world-class plants,” Booker explained. “Some recent investments are in our drying techniques that enhance the output and quality of the lumber coming out of our kilns along with re-optimizing our chopping software to increase yields, which is important on the sustainability front and employee protection front.”
AHF also made enhancements to machinery to better align with the market trends. It increased its ability to produce on a larger scale, making adjustments to its scraping and brushing equipment to help soften textures and achieve those on-trend visuals.
She continued, “For solid Hardwood in particular, AHF is making investments in innovations that are only available in the U.S. Visually there are certain distressed looks on solid Hardwood that have been incorporated into our new Barnwood Living™ Collection by Mark Bowe from Bruce. This can’t be accomplished on solid wood overseas and has received positive feedback from our customers.”
AHF also has distribution centers in Ontario, CA, and Beverly, WV. As for Hardwood procurement, the company has strong relationships with mills near their production facilities.
AHF Products was born from the sale of Armstrong Flooring’s Hardwood business to AIP (American Industrial Partners) in 2018. “AHF Products, simply put, stands for ‘excellence in Hardwood,’ excitement, innovation, style, unique solutions – we deliver,” Booker said. “Hardwood always has been the most desired flooring product out there and that’s never going to change. It’s the authentic product that people aspire to the most, yet sometimes they settle for imitations. With such a crucial investment that increases the value and beauty of a home, why would anybody settle for less when they could have the real deal?” she said. “Our job at AHF Products is to outperform the market, period. With the best names in Hardwood flooring and a laser focus on both solid and engineered Hardwood, we are deeply committed to delivering on the needs and aspirations of our customers across the nation, partnering to bring exciting brands, styling technologies and selling programs to market.”
She continued, “We’re not only the largest manufacturer of Hardwood flooring in North America but our highly respected brands have the longest legacies – Bruce is 137 years old; Robbins is 127 years old; and Hartco is 75 years old. This portfolio of top brands allows us to bring our channel partners the right style, value, innovation and marketing to enable them to differentiate themselves and grow market share.”
When asked to what she attributes the continued success of AHF Products, Booker replied, “Constant evolution. While Hardwood has been in our DNA for over 100 years, AHF Products is committed to investing in new products and manufacturing capabilities. We learn about what’s in demand and on-trend and customize that specifically for our customers. Whether it’s a product texture or color, customers can have a hands-on approach so that what we’re bringing to market is exactly what they need in their portfolio to gain market share.”
A global manufacturer with more than 70 percent of the total volume of the Hardwood flooring products coming out of the company’s U.S. plants, Booker offered, “This helps us reach all areas of North America in a timely manner. Producing domestically brings with it another benefit: supporting local businesses. The local businesses we work with, timber lands and sawmills, are family-owned and have been for generations. We take a lot of pride in working with local suppliers. The relationships we’ve formed are very personal.”
Key personnel include Brian Carson, President and CEO; Darrell Keeling, COO; Michael Bell, Chief Commercial Officer; Jeff Steed, CFO; Wendy Booker, Vice President, Marketing & Product Development; Steve Bullock, Vice President, Operations; Chris King, Vice President, Sales; Brian Parker, Director, Product Management; Jennifer Zimmerman, General Counsel; and Sara Babinski, Senior Design Manager.
AHF Products is a member of the National Wood Flooring Association.
For more information, visit www.AHFProducts.com.
