Bruce®, the Best-Known Name in Hardwood, Introduces a New Generation of U.S. Made Engineered and Solid Wood Floor Products

October 14, 2019

AHF Products, the leading wood flooring manufacturer, introduces new engineered and solid hardwood flooring collections from Bruce® – American Honor, Next Frontier, Early Canterbury and Blacksmith’s Forge engineered floors, and the newly refreshed Natural Choice solid hardwood. These new collections are made in the U.S.A., featuring the well-known precision craftsmanship and premium materials.

Bruce, with a proud legacy of Authentic American craftsmanship since 1884, is one of the most recognizable and most respected names in hardwood, with the power to drive sales at the specialty retailer as well as home centers. Bruce also is the preferred brand for the trade professional, providing best-in-class hardwood flooring material, construction, technologies and support.

The Bruce offerings are forging new ground with the Next Frontier collection, updating a traditional favorite with wider width planks, matte finish and 10 new, on-trend colors. Made from 100% real North American hickory, one of the toughest and hardest American wood species, these floors feature a classic hand-scraped texture which gives depth to the wood. The floors feature the most scratch and stain-resistant coating offered in Bruce products, for enhanced performance. They can be nailed, floated or glued down.

Early Canterbury engineered floors feature five designs in hard maple. Maple is the most popular visual alternative to grainy white oak and hickory looks. Each plank’s rustic character is meticulously hand-preserved to create a very rich look, and feature 6 ½” wide x 48″ random lengths for a beautifully modern, custom look that is easy to maintain. These floors will look newer longer, thanks to the Bruce Nano coating with advanced aluminum oxide finish that protects against scratches and stains from daily abuse.

Blacksmith’s Forge offers five dramatic colors in American Yellow Birch. Its unique staining creates a reclaimed, worn look that is totally unique in the market. This innovative, yet ultimately classic floor dares to be different, with a novel, linear texturing process that brings real depth to the wood. The collection features an oiled, matte surface with the durable aluminum oxide finish for the ultimate in scratch resistance.

American Honor sets a new standard in engineered hardwood. It offers 3/8″ x 6.5″ wide planks, low gloss and today’s hottest looks at a competitive price. Ten earthy colors include muted browns, greys and natural tones in American Red Oak, rich with real wood character. A light, brushed texture enhances the natural character of the wood and the smooth matte finish offers built-in scratch-resistant performance. The floors can be floated or installed with glue or nails. Bruce also is refreshing its popular Natural Choice solid hardwood line. “Everyone loves the impact and home value a solid product provides in their space,” said Brian Parker, Director, Product Management, AHF Products. “This 5/16″, low-profile product makes remodeling with real solid wood easier, and has a terrific price point. It’s a great value, and the true square edge gives a custom, site-finished look.”

Natural Choice is 5/16″x 2 ¼” solid sawn white oak, and uses 50% less raw material than traditional ¾” solid hardwood products, providing some unique advantages; unlike ¾” solid floors, this can be glued-down directly to concrete floors and it does not dramatically increase the overall height of a finished floor. Twenty new products in red and white oak have been refreshed with an oiled, matte finish and soft-brushed texture. The floor’s tough urethane finish with aluminum oxide resists everyday traffic and wear, soil, stains and spills and has a 25-year residential finish warranty. Natural Choice is made exclusively in Beverly, West Virginia with hardy Appalachian Wood, a naturally sustainable resource.

“At the end of the day, hardwood is what most of us really want in our homes, and is a natural and sustainable choice for flooring. Wood delivers warmth, visually and to the touch, providing beauty and comfort to a wide variety of spaces,” said Parker. “People want something real, that’s responsible, authentic and long-lasting,” said Parker. “Real wood is the real deal.”

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.