Dallas—A new generation of hardwood flooring for the next generation of buyers. That’s how AHF Products—which offers the industry some of the most well-known and longstanding brand names—is positioning tmbr, its latest addition to its growing portfolio of hardwood flooring brands.
In keeping with the trend of bringing the beauty of the outdoors into the home, tmbr is designed specifically for the millennial generation—a cohort that’s becoming increasingly important to today’s manufacturers and marketers. “There are anywhere between 80 million and 95 million millennials, comprising roughly 30% of the population—and they are entering the home buying years,” said Kevin Whaley, vice president of sales, product and marketing, AHF Products-tmbr. “Millennials have outpaced baby boomers, with a collective spending power of $1.4 trillion. This will only continue to grow.”
According to AHF, authenticity is incredibly important to this generation, and there is nothing more authentic than real hardwood. Recently, the concept of bringing the outdoors in has gained footing among the design community as well as millennials as the demand for a home in tune with nature has increased. Using hardwood flooring in a room is an easy way to bring nature inside, and to create a home experience that is truly inspiring.
To that end, AHF said tmbr’ s unique visuals are inspired by some of the world’s most naturally beautiful destinations. The colors and textures of the collection have been created to showcase the natural beauty of the wood used to make the floor, real, simple and natural. The first collection launching this spring is Big Sur, an engineered hardwood collection of white oak and hickory in dramatic 7 ½-inch-wide planks and 10 colors. Inspired by the region’s Pacific coast and picturesque blend of lush, rugged coastline, the combination of textures and colors in a low gloss finish is designed to provide an inspiring design palette.
“Millennials seek out places like California’s Big Sur to reconnect with their love for nature, to rekindle creativity, escape the daily grind and be captivated by the natural beauty and allure of the outdoors,” said Jaimie Hooper, marketing director, tmbr. “With tmbr, they can revitalize their homes with the same sense of mystery, magic and beauty so they can capture a little bit of the outdoor experience every day.”
AHF Products distributors who caught a sneak peek of the new tmbr line said they like what they’re seeing. “Tmbr is very attractive in the sense that everything was completely ready to roll from the start,” said Scott Bertram, vice president of sales, BR Funsten & Co. “The features and specs of the product really shine; the natural look, while fairly clean, and the wider width for the West Coast is a big key in hitting what is trending in the market right now. In a sea of sameness, tmbr stands out due to its fully realized program from the start.”
First adapters of tmbr include Bolt Farm Treehouse, a millennial lifestyle couple with highly sought-after B&B homes that provide a nature-immersive travel experience. “We are proud to showcase tmbr flooring in our newest designs,” said Tori Bolt, co-owner Bolt Tree Farmhouse. “We chose tmbr because not only does the high-quality product provide a high-class aesthetic that complements our luxury designs, but there is also so much detail and intentionality engrained in this nature-inspired brand. We feel deeply aligned with tmbr as the brand, like ours, artfully showcases the natural beauty of the great outdoors.”
According to AHF Products, tmbr is the ideal flooring solution for the millennial homeowner who wants to invest in brands making a conscious effort to do good in the world by giving back to causes that support nature-based programs. Among the partners that tmbr is working with include the Arbor Day Foundation, the largest 501(c)3 nonprofit membership organization dedicated to planting trees. More than one million members, supporters and valued partners have helped plant more than 350 million trees throughout the world to ensure a greener and healthier future.
Supporting tmbr’s local independent retailers is equally as important as supporting environmental responsibility. IndependentWeStand inspires small businesses to celebrate their local roots and helps consumers understand why it’s important to support them. Tmbr has joined as a sponsor and has organized a membership program for all its dealers.
“What can really set you apart is that your business is locally owned,” said Bill Brunelle, co-founder, IndependentWeStand. “And that’s where IndependentWeStand can help. We help other small businesses celebrate their locally owned roots and help them tap into America’s ever-growing desire to buy local.”
Tmbr dealers will automatically become a “premium” member. To help small businesses stand out from the big-boxes and national chains, IndependentWeStand has developed a series of learning tools, marketing materials and other resources that flooring retailers can use to understand the importance of and promoting locally owned businesses.
(Look for more on this story in an upcoming issue of FCNews.)