The mill touts its Alive series as a higher end hardwood floor. Constructed of red oak, a specie recognized as more traditional, the Alive series stands out because of the lightly brushed look, said Luc Robitaille, vice president of marketing. “The manufacturing process reproduces a naturally lived-in look with distinctive personality built right in, without the years of waiting.” Other unique characteristics are pronounced color variations and uneven texturing.
Further customization is achieved in through several color ways. Isla, a white sand color harmonizes with a seaside décor. Terra, an earthy brown has more of a country appeal, and Urbana, a gray-brown blend suits an urban aesthetic.