AHF Products Revitalizes HomerWood® Brand with Exclusive Focus on Sawn Face Products and Premium Custom Hardwood Flooring

August 19, 2019

AHF Products, the leading manufacturer of hardwood flooring, is restructuring the HomerWood® brand to focus fully on its popular, sawn face Simplicity™ line and will be offering its custom signature hardwood flooring exclusively for the luxury home and commercial markets, effective September 14, 2019.

“At HomerWood, our mission is to provide upscale and highly sellable products that delight the consumer and allow our dealer partners to enjoy attractive margins at good volumes. In other words, to hit the sweet spot of the luxury hardwood market,” said Steve Staikos, General Sales Manager, AHF Products. “As we continue to reposition the brand and product line to one of approachable elegance, we are curating the line to create room for the future. As an added benefit, our HomerWood products remain100% duty and tariff-free.”

““”We continue to drive innovation, productivity and quality initiatives to meet demand and provide customers with superior products, such as our sawn face Simplicity engineered hardwood collection. The Simplicity collection provides highly-stylized wood flooring with the quality and integrity you expect from HomerWood at an accessible retail price point,” said Staikos.

HomerWood launched the Simplicity collection in 2018. Appalachian Hickory and White Oak are meticulously crafted into quality hardwood floors with trending matte color choices with distinct visual styles. Proudly made in the USA, the Simplicity collection features wide widths and long lengths, as well as a superior Matte Finish, UV-Cured Urethane with Aluminum Oxide.

Handcrafted, premium HomerWood floors such as Amish Soft Scraped and Amish Hand-Scraped, Smoked Specialties and Wire Brushed, can be custom-ordered at a minimum quantity of 1500 square feet to service customers in the luxury home market and to meet the specifications of any commercial project. The remaining HomerWood solid and engineered collections will be discontinued. Merchandising support for the Simplicity collection will continue to be available, and Premium hardwood flooring displays in the marketplace can be retained for custom order requests.

With six manufacturing operations across the United States, including the HomerWood Titusville, Pennsylvania location, AHF Products proudly manufactures 100% of its solid hardwood flooring in the USA, along with a large offering of engineered hardwood flooring. AHF Products’ manufacturing legacy goes all the way back to 1884 under the Bruce® brand. Its additional flooring brands include Hartco, LM Flooring, Robbins and Capella.

About AHF Products

AHF Products is the leader in hardwood flooring with a family of strong brands serving the residential and commercial markets. With decades of experience in award-winning wood flooring design, innovation, product development, manufacturing and service, we improve the quality of people’s lives through great products and a deep commitment to outstanding customer service. Our hardwood flooring brands include Bruce, Armstrong Flooring, Homerwood, Capella, T. Morton and Robbins. Headquartered in Lancaster, Pennsylvania with manufacturing operations across the United States, AHF Products employs over 1,700 dedicated team members.