Too often I think as an industry we find ourselves rushing to develop new product and get them to market quick. Sometimes that is not the right approach.
In the case of handscraped laminate we started carrying Wilsonart, Quickstep and other brands of handscraped laminate almost immediately, but with some mixed results. We talked with Alloc, Pergo, Armstrong, Westhollow and others asking when they would have something to add to this newer category and over time all of them came up to bat except Westhollow floors. The development leader there basically said – we’re going to get it right first. Right colors, right pattern, right click system and right durability. (historically they have lead design and innovation so this was particularly weird to see a slower approach to the market!)
Along the way we saw cheap simpletons trying to make knock offs that basically trick the customer into thinking they are higher value than they are. That is just not right. One of those I tested that claimed to be AC4 – didn’t even make AC1 for durability! That is dirty.
Finally we see that a licensed click floor with the right stuff has landed! In addition to the right colors, patterns, click system, press plate, engineering, core board and durability parameters that the developers were so concerned about iFLOOR has added one more RIGHT thing: the RIGHT PRICE!
The 12mm Handscraped Collection while sparse today with only 5 colors is sure to be a crowd pleaser.
Westhollow 12mm Handscraped
| Westhollow 12mm Handscraped | ||||
 Antique Whiskey Pecan$2.99/SF |
 Barn Milled Hickory$2.99/SF |
 Chilean Mahogany$2.99/SF |
 Exotic Walnut$2.99/SF |
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I am excited to see how my favorite color EXOTIC WALNUT in a big area! This one is going to sell faster than we can buy it!
I know it is harder to see the sculpting effect in a head on product shot, but I am sure that the studio will be adding soon to show additional views.
Anyway this is a great product. I know that samples will be available soon online and then in stores, but man it is hot stuff! (I fear how often we will be out of stock. yikes!) I salute the patience of Westhollow for committing to deliver something better. As I always say, “I want more for less – because that’s what my customer wants!”
