Hearthwood launches Franklin hardwood collection

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Hearthwood Franklin in Belle Meade

Nashville, Tenn.—Hearthwood has launched the white oak Franklin collection featuring a wire-brushed texture and unique grain, while providing added protection through WetWorx Splatter and Spill Guard technology and an aluminum oxide scuff and scratch-resistant finish.

Using inspiration from the antebellum homes of the historical town of Franklin, Tenn., the series offers six warm shades—Belle Meade, Belmont, Brentwood, Cheekwood, Natchez and Provisioner—that strike a balance of modern and traditional. Ideal for designing homes with open floor plans, Franklin Collection planks are ½-inch thick, 7 inches wide and feature lengths up to 60 inches, the company said.

The Franklin collection will be included in the new Hearthwood 2020 Ergo Display that promotes the advantages of WetWorx Splatter and Spill Guard technology and uniquely showcases Hearthwoods 100% real hardwoods so they are easy to access from the front and the back of the display. The 18 SKU display is 53 inches wide, 64 inches high, and 38 inches deep and is designed to serve retailers equally well in an island or wall placement.

“We completely reworked the Hearthwood display and developed a unique angled design that allows customers to see all the samples at once,” said Don Finkell, CEO of American OEM. “It also makes the samples easier to handle and gives us more center graphic space to add the advantages of Hearthwood products. The display makes selling simple, while communicating that Hearthwood Floors are both beautiful and ready to perform.”

Exclusive to Hearthwood floors, WetWorx Splatter and Spill Guard water-resistant technology protects all six sides of every plank and prevents moisture absorption up to 250% more than competitive hardwood, according to the company. WetWorx treated hardwoods, including the new Franklin collection, are warranted against damage from wet mopping when maintained with the Swiffer WetJet Wood mopping system. Plus, consumers can go to the Hearthwood website to get a coupon for a free Swiffer WetJet Wood mopping system with the purchase of a Hearthwood Floor at participating retailers.

In addition to meeting the world’s most rigorous third-party indoor air quality standards to achieve Indoor Advantage Gold Certification, WetWorx treated hardwoods also feature a protective scuff and scratch-resistant aluminum oxide finish.

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