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Laminate Floors: Benefits for the Home

Posted on: December 28th, 2020 by Carliuska Gonzalez No Comments

If you are looking for flooring for an entryway; laminate flooring is an excellent choice. You can find cost-effective laminate flooring that mimics the look of hardwood; marble, or ceramic tile floors.

Laminate floors are treated to resist moisture, are durable, and make cleaning up after mud or snow an easy task. It is advisable to place a quality area rug or mat in an entryway to ensure the longevity of the laminate floor.

Explore with us the many reasons why laminate flooring is a solid choice for entryways.

You’ll soon learn that laminate flooring is designed to resist stains and endure wear-and-tear to last decades in your home. Keep reading as we also discuss pairing laminate with other pre-existing types of flooring and how to add an attractive area rug atop laminate.

Laminate flooring is a composite of multiple materials, including wood pulp. After treatment with heat or pressure, the laminate is almost impervious to scratches, impact, moisture, fading, and staining. Homeowners value laminate because it doesn’t need waxing or varnish yet maintains a natural sheen.

Pros

  • Inexpensive and long-lasting floor option
  • Natural sheen and finish; no need to wax
  • Resists stains, moisture, scratches, and fading
  • Versatile styles akin to hardwood floors, stone, or traditional tile
  • Easy to clean and maintain

Cons

  • You can’t sand or refinish laminate
  • Severely scratched, dented, or water damaged planks need replacement

Maintaining Laminate Floors

https://www.woodfloorplanet.com/wp-content/uploads/2018/12/Mirage-Floor-2.jpg

Entryways can get dirty pretty quickly, but laminate floors are tough, so caring for laminate flooring is low-maintenance. Upkeep laminate’s appearance in your entrance daily by sweeping dirt and removing any standing water (particularly puddles on a rainy day or melted snow during winter). Occasionally mop the flooring for a deeper clean.

To deep clean laminate:

  • Sweep or dust laminate planks first to remove loose debris.
  • Avoid using too much water when mopping laminate. Don’t allow any water to pool or sit too long on planks, which can lead to warping, bubbling, or damage beneath. If there is a leak or spill, clean it as soon as possible.
  • Avoid using wax or oil-based soaps that can leave behind residue.
  • Allow planks to dry thoroughly.

Taking good care of your laminate will provide you with years of elegant, durable flooring that feels and looks good underfoot. Homes with kids or pets are a good match for laminate floors because cleaning up hair, spilled juice, or excess dirt is swift and painless.

Please contact Wood Floor Planet Inc. today to schedule consultation and service. We are conveniently located in New York City and New Jersey covering Manhattan and all boroughs as well as Hoboken, Jersey City, West New York, Fort Lee, Edgewater, Weehawken, Alpine, Englewood Cliffs and more. You can reach us at:

NYC: 212.252.3838
NJ: 201.330.0909
sales@woodfloorplanet.com
www.woodfloorplanet.com

 

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Wood Floor Maintenance Hacks

Posted on: December 14th, 2020 by Carliuska Gonzalez No Comments

Wood Floor Maintenance Hacks

Wood floors provide a natural beauty to the room, along with durability and strength. However, they require maintenance. They get scratched, gouged, and stained, which can be devastating to a homeowner who just spent hard-earned money on them. But luckily for you, we present some hacks that can help you keep your floors looking amazing, and protect them from future calamities.

Tricks for hardwood floors

  • You usually straighten your clothes with an iron. Did you know you can use it to smooth out your floors, too? Place a wet cloth over any dents, and use an iron to flatten the space out. This can work for wood furniture as well. Remember to test on a sample first.
  • Wear socks around the house to protect your floor. Put socks on the legs of tables and chairs when you are moving them around so that they don’t scratch the floor when you have to slide them.
  • Toothpaste can get out common accidents like permanent markers. Put a little on a damp cloth and use some elbow grease to remove marks. A magic eraser can also remove scuffs on the floor.
  • If you have creaky floors, then baby powder might be able to help. Dust them with powder, which will get into the cracks. This will fill up the spaces between the boards and stop them from being creaky.
  • Do you have scratches on your floors? A bit of canola oil can get help to reduce their visibility.
  • Try black tea as a floor cleaner. It is always recommended to use an approved flooring cleaner for long term protection.

Don’t be afraid of having wood floors. Use these hacks to keep them looking amazing at all times. Remember to always follow manufacturer guidelines for maintaining your hardwood floors. If in doubt, seek out the help of a professional like us.

 

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Prefinished Hardwood Flooring; all you need to know

Posted on: December 11th, 2020 by Carliuska Gonzalez No Comments

Prefinished Hardwood Flooring

Prefinished Hardwood Flooring; all you need to know. This newer form of flooring has become increasingly popular;  and most wanted. Because the surface seal is stronger and more durable when it is applied at the factory; the maintenance of these floors is easier.

They tend to be slightly more impervious to stains; moisture, and other discolorations than floors that are finished on-site. In addition, the longer-lasting finish means that you will not have to go through the time, mess; and expense of getting the floors refinished a few years later.

A good-quality prefinished solid hardwood floor has all the prestige of site-finished hardwood. Any hardwood floor generally adds real estate value to a floor; especially when compared to look-alike “wood” products; such as laminate flooring. With hundreds of options available; there really is no decor limitation when it comes to choosing prefinished solid hardwood flooring.

Sanding, Staining and Varnishing process

Besides since there is no need for the sanding, staining, and varnishing process needed for unfinished hardwood. Sanding is a messy procedure that fills the room with wood dust;  which then has to be thoroughly cleaned. Hours or even days may be required for finishes to dry between coats. And after that, the finish can leave a residual odor in the air, requiring weeks to dissipate. By contrast, prefinished floors are ready to go immediately after they are installed.

With a site-finished floor, you install the material and then sand it flat. This allows you to remove any height irregularities which may exist due to an uneven subfloor. But with prefinished materials, there is no sanding process; so the actual surface of the installation will reflect any below-surface flaws that may be present. Therefore; a perfectly flat subfloor is essential to ensure a smooth surface.

With prefinished flooring, you get all of the advantages of the factory-applied extra-durable surface seal; plus the look, beauty, and feel of natural hardwood. At the same time, you also always have the option later on of sanding down past the factory-applied coat to reveal the natural wood. It can then be treated with any of the basic on-site finishing techniques.

Because the material is finished at the factory; a sealing agent is not applied to the lines between the planks when they are installed. This creates slightly beveled grooves between boards; which can trap dirt and grime. The seams also may be susceptible to water penetration; which can cause rot or mold to grow beneath the surface of the floor.

Good quality products lend the same elegance and improved real estate value as site-finished hardwood floors.

 

WFP

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Benefits of Laminate flooring

Posted on: November 17th, 2020 by Carliuska Gonzalez No Comments

Benefits of Laminate flooring

Laminate flooring is an easy-to-install, attractive, and durable alternative to solid hardwood flooring. Its technology has advanced by leaps and bounds since that time, with sharper high-definition imaging, deeper embossing, better seaming mechanisms, and a host of other innovations.

Nowadays laminate flooring manufacturers have been working hard on improvements. Micro bevels, deeper texturing, and better graphics reproduction have brought laminate flooring closer to the cachet enjoyed by solid hardwood and engineered wood flooring, but got an extra bonus and remains a budget flooring material in performance, appearance, and reputation.

Some laminate floors can last as much as 25 years or more in rooms that see light use, while others installed in heavy traffic areas may need replacement in as little as 10 years.

Considering how inexpensive it is, it’s a good idea to invest in the best laminate flooring you can afford. Laminate flooring has become one of the most inexpensive of all flooring materials; so what are you waiting for?!

Maintenance and Repair

Laminate floors are easy to clean with a vacuum or broom. Mop with a slightly damp mop, or better yet, use laminate floor cleaner. No floor waxing is ever necessary for laminate floors. It has a wear layer that protects the photographic layer underneath and makes it somewhat resistant to scratches and dents, and very resistant to stains.

Some manufacturers even issue very generous 10+ year warranties on the wear layer itself. If you do get a stain, it is usually easy to clean off.

Besides all those benefits a great design is also possible with Laminate flooring it can faithfully reproduce the look of wood, stone, and other natural materials at least at a distance.

Unlike real hardwood, which comes with many imperfect pieces that need to be discarded or trimmed; there are no defects in laminate flooring. Every board is of consistent quality and appearance. Deep embossing adds to the illusion of wood grain, as well.

Another fact to consider is that laminate flooring is not a material that will add long-term real estate value to your home, although it can be a good way to quickly and inexpensively renovate a shabby floor. If you want to get top sale value for your home, hardwood and engineered wood flooring give you better value.

Laminate flooring is a good choice for allergy sufferers; as the product does not trap dust and allergens and is easy to clean.

 

WFP

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Flooring to Avoid With Pets

Posted on: November 11th, 2020 by Carliuska Gonzalez No Comments

Before choosing your flooring there’s two important considerations to think about:

Waterproof

No matter how well-trained your pets, accidents happen; food and water can spill out of their bowls, they can bring in mud on their feet and legs, create a mess after a bath or swim, and let’s not forget that some dogs drool, a lot.

Some floors can be permanently damaged by even a small amount of water if it is not cleaned up immediately. Waterproof, or at least floors with a high level of water-resistance, are necessary for any pet-home.

Scratch-Resistant

Dogs and cats’ nails make contact with the ground when they walk. Pet-friendly flooring should be scratch-resistant since there is not any such thing as scratch proof. This generally means hard floors. It is also a good idea to look for floors with a strong protective layer on top,

If you plan to install new flooring, and one of your goals is that it should be pet-friendly, some flooring types are best avoided.

  • Carpet

First, and probably most obvious of these, is carpet; and many pet owners will agree, is easily the worst type of flooring for pets, especially thick, plush carpets, unless you choose a carpet specially designed for pet owners. It wears extremely quickly, is easily damaged by urine, stains easily, attracts hair and is difficult to clean. Even without pets, carpets are still a major source of frustration and mantaince.

  • Solid hardwood

Solid hardwood flooring should also be avoided. Pet accidents or spills can permanently damage and warp them. Is not recommended because these supple floors tend to be easily damaged by pets’ nails, and any kinds of spills can cause permanent damage and staining. If the spill is big enough, the floor can even become warped.

  • Laminate hardwood

Laminate has not traditionally been considered a good choice for pets. It can warp if it gets wet unless you manage to get your hands on one of the waterproof laminate options manufactured recently.

Plus, its texture can be slippery for pets. This can be troublesome, especially for dogs who may be prone to hip injuries. However, recent technological advancements in the industry have spurred us to review a few dog-friendly laminate flooring options.

 

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Wood Flooring Installation

Posted on: November 4th, 2020 by Carliuska Gonzalez No Comments

If you want to change the look of a room, change the floors. Flooring can make your space look instantly cooler, warmer, larger, smaller, more intimate, cozier and more luxe.

Quality installation made by professionals that make a world of difference in the appearance of your flooring.

An installation done right can make budget-friendly flooring look high-end, but conversely, a second-rate installation can leave even the best flooring with obvious seams, lumps, gapping and other issues. You will want to guarantee a clean and beautiful installation that will last for years.

Wood Floor Planet counts with an amazing group of Professionals installers that can draw on their training and years of experience. A high level of expertise will come in handy when deciding how to secure the floor.

Acclimating the new flooring to your home, a process that involves exposing the wood to air. Acclimation allows the wood to expand and contract while adjusting to the new environment, which is necessary before installation.

Creating room for your new floor is also important; your old floor has to make room for the new one, and this might involve the temporary removal of baseboards and moldings. Our Professionals installers will provide advice on which option between removing and replacing your old floor and installing directly over it would benefit your interests best.

If removal and replacement is the best choice, they will help you decide the best time to remove the flooring as well as its disposal

We will also evaluate every affected door for clearance over your new floor. Some doors might require temporary removal or shaving to clear the new hardwood floor.

Once the floor is in place, we always collect and remove all the waste before cleaning the installation area.

Your flooring directly impacts the way you experience your home. Flooring can affect acoustics in a family room or home office, letting you enjoy family time or work more. It can make it easier to walk around barefoot or in slippers. And  can even help make your space more attractive to buyers.

By hiring a flooring professional, you have more time for the more important things. You can go to work and run errands while our installers finish your flooring. Which is a guarantee that they’ll get the job done in one go. We Count with the necessary equipment to the job site. You don’t have to concern yourself with spending time and money to collect the equipment that you need.

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DIY: Hardwood Floor Cleaner

Posted on: July 29th, 2020 by Carliuska Gonzalez No Comments

DIY: Hardwood Floor Cleaner

Whether newly installed or more than a hundred years old, hardwood floors are a striking feature in many homes. We offer hardwood floor cleaner

Wood is a naturally resilient material, and sealed with a urethane finish hardwood flooring can take even the heaviest use for many years before needing to be refinished or, in rarer cases, replaced.

Yet while wood floors are on many a “must” list for their traditional elegance underfoot, they do demand more finicky care and maintenance than such materials as laminate, vinyl, or tile, which resist scuffs and are easier to clean.

Environmentally friendly

While hardwood floor cleaners abound on the market, there are several smart reasons to make your own. Some commercial products contain chemicals that can irritate the eyes, skin, or respiratory system, or be toxic if ingested.

If you have young children or pets often playing on (or eating off) the floor—or you simply appreciate the health and environmental benefits of a “green” home—you may wish to avoid commercial cleaners in favor of an all-natural approach.

Plus, store-bought products specifically formulated for hardwood floors can be pricey, around $7 to $20 for a 32-ounce bottle, while the homemade hardwood floor cleaner recipe here can get you nearly 200 32-ounce mixtures from a single $16, 32-ounce bottle of castile soap.

That being said, not all natural cleaning products are appropriate for hardwood floors. Harsh acidic ingredients like vinegar or lemon can strip the urethane finish, making floors appear cloudy and dull.

And too-vigorous scrubbing—either with a cleaning tool or by adding an abrasive ingredient like baking soda to a cleaning solution—can also damage the finish. The best homemade hardwood floor cleaner will remove dirt without harming the finish of the floors below.

 

This recipe relies on castile soap, an eco-conscious alternative to dish detergent or other cleansers, and a microfiber pad to clean gently.

Before using the formula, sweep or vacuum flooring well to remove any loose dirt or debris. Then simply mix, mop, and admire your handsome hardwood!

Materials and tools

– 1 teaspoon pure castile soap (like Dr. Bronner’s)

– 4 cups water, plus more for rinsing

– 5 to 10 drops essential oil of your choice (optional)

– Spray bottle

– Mop with microfiber pad

 

Step 1

Add the castile soap, water, and—if you’d like a light scent—essential oil (like peppermint, orange, or lavender) to a spray bottle. Screw the top on tightly and shake well to mix.

Step 2

Before using any new cleanser on your entire floor—this one included—test it on an out-of-the-way spot, such as under a piece of furniture. Apply following the directions below and rinse, then check for any hint of damage before continuing with the rest of the floor.

Step 3

Working in small areas (about three square feet at a time), spritz the cleaning mixture onto the floor.

Be careful not to spray too much of the homemade hardwood floor cleaner at once to avoid water sitting too long on the surface. Excess moisture can penetrate the wood and cause serious damage to the boards along the lines of swelling, cupping, warping, and even separating.

Step 4

Using back and forth motions along the grain of the wood, work in the cleaning solution with a dry microfiber mop. (Avoid pre-dampened pads; there’s ample moisture in the spray). Continue working in small patches, rinsing and squeezing excess water off your mop as it becomes soiled until you’ve done the whole floor.

How to Prevent your Hardwood Floor from Damage?

Keeping your hardwood floors shiny and in good shape may seem like an impossible mission, but it isn’t. Follow these tips and they will help you to have your floors like new.

By design, our floors will see some of the most wear and tear of any of the fixtures in our home. Even if you’re normally careful with your floors, life happens.

Wood floors in particular require extra special attention to keep them looking nice. So, it’s important to learn how to clean and care for them the right way.

Harsh cleansers can damage the boards and pet stains can mar your finish. Don’t even mention moving day—improperly moved furniture accounts for plenty of the damage hardwood floors can sustain.

Having a regular maintenance routine is key. Keep your wood floors clean by vacuuming them regularly with the hardwood attachments of your vacuum.

Eliminating excess dust and dirt will keep you one step ahead. Then, use the mildest cleaning solution recommended for your floor type with a mop or rag that is just barely damp. Remember, water is a wood floor’s worst enemy.

Make sure any moisture you apply is dried immediately and completely. But there’s so much more to caring for wood floors than just cleaning.

From what you wear on your feet, to your pet care routine. No matter how you live, you can take some simple precautions to protect your wood floors so they will stay in great shape for years to come.

Choosing the right vacuum

Yes, you can vacuum your hardwood floors. In fact, doing so can grab dust that’s hiding between floor boards. Choose a vacuum that works well on wood floors.

Just a Little bit

If your floors are really dirty, you want to use more cleanser, right? Wrong! Too much of a harsh product isn’t good for them. Instead, thoroughly sweep or vacuum first. Then use a moderate amount of cleanser to wipe them clean. Read the labels to make sure you’re using a product that’s safe for your floor type.

Mild cleaner

A good rule of thumb for cleaning floors is to use the gentlest cleansers first, then up the ante if you need something more powerful. Gentle soap or white vinegar and water are good for starters. Whichever you choose, don’t dump anything straight on the floors. Use a mop or a soft cloth to clean.

Avoid scratches

Moving furniture is one of the fastest ways to damage perfectly good floors. When rearranging your space, pick up bookshelves or couches instead of pushing or pulling.

Another option you have is to ven when you’re not moving into a new place, furniture can still hurt your floors. Installing furniture pads on chair or table legs can keep your floors from getting scratched.

Also, The click-clack of stilettos on hardwood floors is a death knell. Keep your floors dent-free by wearing indoor-friendly flats or slippers.

Remember keeping your pets comfortable will help your floors, too. Keep their nails trimmed and clean up any accidental mishaps as soon as possible to prevent lasting damage.

Repairing Dents

A dented floor board may need to be replaced, but that can be a big project. For smaller dents, a steam iron might do the trick. Test the iron in a corner or hidden spot – some finishes can discolor with steam treatment. Then, wet the area and place a wet towel over it. Apply a heated iron to the cloth and wait for a few minutes. The heat should help the compressed fibers to get back in shape.

Tea time

Give dull hardwood floors a little pick-me-up with a tea treatment. Boil 5 or 6 tea bags in 5 cups of water and allow to cool. Using a mop, apply the tea to your floors for a temporary shine that’s faster than refinishing

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3 Tips to ensure your wood flooring lasts longer

Posted on: March 3rd, 2020 by Carliuska Gonzalez No Comments

Here are three ways to keep your wood flooring looking brand new for longer.

All well-made and properly installed wood floor shows that you care about your home or business. These tips will help you to keep a long lasting and high quality wood flooring.

The Supplier

As you probably know, if you buy a low quality and cheap product you are going to end up with some pretty bad results.

 

That’s why at Wood Floor Planet; we provide useful advice to both contractors and architects around the US territories; from the time we have started in this business more than 30 years by now!

The Contractor (Installation)

You might have the highest quality wood floor on the market; but if it isn’t installed correctly you will have the same poor results as you would have had with an inferior wood floor.

Wood Floor Planet Inc., is a floor company that thrives on exceeding customer satisfaction to the highest degree.
We have a team of highly professional individuals that are experts in all aspects of wood floor installations and applications.

The Maintenance

Once you have the perfect floor; with materials supplied from Wood Floor Planet Inc and installation done by a recommended contractor; it’s important to make sure your floor lasts and looks good.

The best way to care for your wood floor after installation is to use the products recommended by the manufacturer; to help repair any scuffs and scratches. One of the cleaning systems developed for the experts in hardwood floor care is the Bona Deep Clean System. Please contact Wood Floor Planet for more information on Bona and other innovative cleaning solutions.

We aim to provide you with the best products for cleaning and maintaining your wood flooring, whether in your home or a commercial property.

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Home Renovation Mistakes to Avoid

Posted on: February 25th, 2020 by Carliuska Gonzalez No Comments

Escape from a potential disaster by avoiding common home renovation mistakes.

Home remodeling can be a great way to not only get the perfect look you want but also add substantial value to your home. It’s often seen as a good way to invest in your property, and buying a fixer-upper can also be used to get into the neighborhood of your dreams. So make your remodeling dreams come true avoiding these classic mistakes.

Resultado de imagen de renovation wood floors

Not Having a Plan

Planning your home renovation is the only way to make sure everyone involved in the project knows what to expect. Planning gives you a better idea of what you want vs. what you need and is essential to building your budget. Good planning will also consider measurements of any appliances and other items that need to fit with your new design ideas.

Overestimating Your DIY Skills

While DIY can save money, be honest with your skills. It’s more cost effective to get a professional to do the job right the first time instead of having them fix any mistakes you made on top of doing the project.

Not Sticking to Your Budget

Home renovation projects can easily go beyond their projected budgets. Planning is important here to give you a better sense to see if your desires meet your budget. When planning a home remodeling budget, be sure to add on an extra 10-20% cushion for any unforeseen cost increases.

Getting Cheap Materials

There’s a fine line between saving money and being cheap. Skimping on quality materials can lower the value of your home. If you don’t have the budget for the materials you want, it’s better to wait and save more money for appropriate materials.

Hiring the First Contractor

Make sure the home contractors are licensed, insured and offer a warranty on their work. Also, consider the skills and the years of experience of the contractor. Don’t let price be the main factor of this important choice; a number can’t accurately reveal the quality of work you will be getting.

Following Trends Blindly

Remember that trends don’t last forever. Making a design trend a permanent part of your home can lower resale value and make your home clash with your neighborhood. Understand the limitations of your house and consider the changes you want to get done.

Sources:
Wood Floor Planet
Bona

 

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Creating a Real Connection to Nature

Posted on: February 7th, 2020 by Carliuska Gonzalez No Comments

This home provides a powerful testament to the natural beauty and transformative nature of real wood flooring.

The Trends International Design Award for architects in New Zealand and Australia has selected a stunning holiday home as New Home of the Year.

The design by New Zealand architect Gary Todd follows “biophilic design principles”; which make the home appear to be organically part of its surrounding environment. Material selection was a crucial consideration in the home’s design.Especially the wooden floors featured in all four levels of the residence.

Real Wood and Biophilic Design Philosophy

Proponents of biophilic design strive to create visual and physical connections; with nature by incorporating open space, large areas of glass, water features. Materials that mimic natural shapes and forms.

The end goal is architecture that integrates into its natural surroundings.

Wood flooring is an ideal component of biophilic design due to the belief that humans can instinctually differentiate between real and synthetic materials. As such, minimally processed materials are preferred for biophilic design whenever possible.

Floor Focus

The four levels of this award-winning home were carefully terraced. So that the structure appears to emerge from the rock itself. With so much effort put into this natural design. It was imperative that the floors themselves. also provided an immediate visual and physical connection to nature.

To accomplish this, architect Gary Todd and his design team installed 4,300 square feet (400 square meters) of extra-wide oak boards featuring a deep. Brushed surface texture. The grey natural oil finish of HARO wood flooring was explicitly selected to blend. With the shades of the rocks visible outside of the home’s glass walls. Which make up more than 65 percent of the house.

The result is that the natural environment outside appears. To merge with the flooring through the glass walls of the house.

Sources:
Harwood Floors Magazine
Wood Floor Planet

 

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Forest: Every floor plants a tree

Posted on: January 29th, 2020 by Carliuska Gonzalez No Comments

Our Forests Need Your Help

America is blessed with a stunning diversity of National Forests. From urbanites in big cities to families in rural towns, we are all connected to our forests.

 

But Our Forests Need Help.

Natural disturbances such as wildfire, insects and disease outbreaks are jeopardizing the very things that make our forests so wonderful; the majestic trees that grow from Florida to California.

Sustainability is more important than ever. We want to inspire our designers, clients, and customers to contribute to sustainability efforts in keeping national forests thriving for generations to come.

We invite all Americans to join us as we replant America’s National Forests.

With the National Forest Foundation, it’s very simple. The goal is to plant 50 million trees, and every dollar plants one tree. You got it, one dollar, one tree.

Why Plant Trees?

Planting trees supports wildfire recovery, improves water quality, mitigates climate change, and so much more. By planting 50 million trees on our National Forests; we are investing in healthy forests for today and for future generations. Together, we’ll restore tens of thousands of acres of wildlife habitat, from the longleaf pine forests of Florida to the cedar groves of Alaska.

Get Involved

Support tree planting on our National Forests to ensure generations to come can enjoy the benefits of reforestation. Learn more at National Forest Foundation (NFF) visiting their website.

Sources:
NFF
Duchateau
Wood Floor Planet

 

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Attracting the next generation: Millennials

Posted on: January 18th, 2020 by Carliuska Gonzalez No Comments

Meeting Millennials 

For the first time since 2019, Millennials outpaced Baby Boomers 73 million to 72 million, a significant cultural shift that DUCHATEAU kept top of mind while setting to work on its new hardwood flooring line The Guild. Armed with knowledge of not just how the Millennial shops, but also what they’re looking for in a flooring purchase, DUCHATEAU crafted three collections — the Lineage Series, Craft & Commerce Line and Makerlab Edition — in order to appeal to a new generation of home buyers and remodelers.

No longer young kids, Millennials now generally fall between the ages of 22 and 37. And, according to Patrick Bewley, Vice President of Marketing at DUCHATEAU, this new set of customers are being specifically targeted with The Guild.

“Millennials were late to get married, to have children and remodel homes, but they’re doing all of that right now,” he explained. “We have a lot of people who are under the age of 35 looking at our website who are either about to move, are in the process of moving or are planning to remodel.”

The rallying cry around The Guild, added Bewley, was the need for high design — a sense of authenticity, a story, and something unique — showcased online by designers and influencers, yet without the accompanying price tag.

Bringing down that cost, however, was no easy feat.

“The Guild line is UV lacquered, whereas DUCHATEAU features an oiled finish,” said Misael Tagle, CEO of DUCHATEAU. “Many of the larger companies will come up with a price point and design the floor based on that, but we did the opposite. We figured out what we thought the customer would want and how to make it at an affordable cost.”

Lineage Series

People have a strong emotional connection to their homes, from furnishings to the floor. That’s why the seven colorways in the Lineage Series are titled after today’s most popular female names, such as Riley, Everly and Harley, said Bewley.

Lineage is a 7.5-inch-wide engineered plank that echoes DUCHATEAU’s classic look. Chloe offers a raw, natural visual; Riley is similar but aged, with smokier effects; Maddie blends browns with a cool gray; Everly is a mixture of brown, gray and olive; Hailee features a white grain effect and a foggy beige; Harley is a combination of lighter browns; and Ashley is a mix of darker, cool browns.

Craft & Commerce Line

Not all visuals or formats are designed equal and Craft & Commerce was designed to fit in any space. At a 6-inch width, the company believes it offers the perfect in-between size.

Like the Lineage Series, the naming convention used was unusual and each style embodies a traditional craftsman profession: Osler is cream and tan with a white grain; Baxter is a warm blend of mocha and taupe; Fifer is a muted weathered gray; and Peddler is a contemporary blend of light brown tones.

Makerlab Edition

Millennials want a floor that is beautiful, authentic and unique, and Makerlab might be the most unique option from The Guild. Instead of focusing solely on the super wide, this collection is super narrow.

“The end user isn’t used to seeing incredibly long and narrow floors,” said Bewley. “It was time for us to come out with something that we absolutely loved but was also so different and exciting to catch the eye of dealers.”

Makerlab Edition features extremely long (at 72 inches) and narrow planks (at 3-inch widths), further intensified by color variation. Joist features the greatest amount of this variation, ranging from a rich coffee tone to warmer, lighter browns; Chisel is a blend of greige with blue grays and light browns; Lathe has a honey warmth to it, with taupe and light mocha pieces; and Planner plays with the natural colors of European oak but with a touch of smoky undertones.

“Joist might be my favorite — when we set that up for our photoshoot, we were blown away,” shared Bewley. “We chose to emphasize the natural variation in the woods. We used the same wood species and mixed in different pieces depending on how the wood reacted to the treatment, some will react less or more. It has subtle highs and lows, allowing the colors to dance across the room and give the space an energy.”

Delivering Performance

As important as design was to The Guild’s creation, performance was just as critical, which is where the UV lacquer finish comes into play.

“We’re mindful that Millennials expect performance,” said Bewley. “And the UV lacquer allows them to enjoy the excitement of a natural matte but with reduced maintenance.”

“It has to give us goosebumps when we look at it, it has to have the heart and soul of wood coming through, that was what The Guild needed to have.” — Misael Tagle, DUCHATEAU

Strategic Changes

The Guild was developed as the perfect addition to the DUCHATEAU brand architecture.  It follows the aesthetic that DUCHATEAU is known for.

According to Bewley, “We have Atelier, our hand-finished and made-to-order; brand which was designed for people who are looking for the best, for something different. And then there is DUCHATEAU Signature, for the customer that is looking for something sophisticated and emotional in their space. We recognized that we had a younger customer who loved the look of DUCHATEAU but was concerned about price.”

The company was able launch an entirely new brand, The Guild, all in a matter of months. By the end of this summer, 550 locations will be carrying The Guild.

Source:
FCW
Wood Floor Planet

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