Mountville, Pa.—This fall Hartco has introduced the newly enhanced TimberBrushed hardwood collections, exclusive to independent flooring retailers and featuring an array of wire-brushed visuals and price points. The line is offered in three distinct collections: Silver, Gold and Platinum.
“This launch has been our largest to date with 32 separate designs, and we are thrilled by the response of our distribution partners as they share these new designs with their retail partners,” said Wendy Booker, vice president-marketing and new product development, AHF Products. “The breadth of product options has allowed each customer to select the assortment that works best based on regional preferences, and the brushed visuals with on-trend staining have really resonated with retailers.”
The Silver collection is offered at a strong price point, in a 1.2mm European white oak with an oiled finished look, UV performance in a low-gloss, matte finish. The Silver level offers distinctive style and value in a modern, wire-brushed engineered wood floor.
TimberBrushed Gold features wide widths in a wire-brushed texture to create an upscale design. The collection offers the line’s top selling seven colors, in wide and long boards, and eight brand new colors with reactive stains for a striking, individualized style statement.
At the premium level, TimberBrushed Platinum is a 3mm European white oak, featuring extra wide planks—9/16 x 9 engineered—in 84-inch fixed random lengths, with unique reactive and fuming effects. In one technique, the hardwood is textured by gently removing the soft portion of the wood to expose the grain and adding color effects to bring enhanced definition and dimension to each plank. In another look, a fumed effect creates an eye-catching visual that appears dark, smoky and dramatic on the wood.
The Hartco TimberBrushed collection is a recipient of a Platinum 2020 Award for Design Excellence (ADEX), the largest and one of the most prestigious awards programs in the architecture and design industry, the company said.