AHF Products announced that the company is restructuring the HomerWood® brand to focus fully on its 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 remain 100% 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. Made in the USA, the collection features Appalachian hickory and white oak in wide widths and long lengths, as well as a matte finish, UV-cured urethane with aluminum oxide.
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 1,500 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.