Mountville, Pa.—AHF Products introduced Dogwood densified wood flooring featuring a patent-pending process that creates “densified wood:” a 100% natural wood floor that is resistant to scratches, gouges, dents, pet nails and accidents, according to the company.
Scratch and dent damage caused by dogs is a leading reason why homeowners think they can’t have hardwood floors, AHF Products said. The company also said its engineers have taken real wood made by nature and improved it by more than doubling its density with a natural, patent-pending process of heat and pressure—without chemicals, additives, fillers or plastic.
“Dogwood Densified Wood lets you enjoy real hardwood floors that are virtually worry free,” said Brian Carson, president and chief executive officer, AHF Products. “This is more than a new product. It’s a whole new category of flooring.”
According to AHF Products, innovation is an integral part of its business strategy. The company is delivering products that are designed to provide solutions to a number of top consumer pain points, especially hardwood performance and water resistance. What takes nature millions of years to do, AHF Products said it can do in a matter of minutes, transforming real hardwood into even harder wood.
In addition, Cleantivity technology protects against odor, damage and discoloration that may be caused by mold or mildew, the company said. Since gloss level does not affect the durability or performance of a floor, the highly desired natural wood look—with the durable performance required for either commercial or busy home environments—can be reached with either a low or medium gloss finish, AHF Products added.
“This is 100% real wood—not a laminate surface,” Carson added. “Real wood beauty, character, colors, textures and finishes are now better than ever. It offers unprecedented resistance to scratches, scuffs and dents to help camouflage everyday foot traffic. These are the perfect floors for busy and active homes and anywhere where people or pets get together.”
Made in Somerset, Ky., flooring with new Dogwood technology will first be introduced under the Bruce brand, with new lines already in progress for other leading brands under the AHF Products umbrella including Hartco and Robbins, according to the company.
The Dogwood Advantage
- 100% real hardwood
- More than two times harder than traditional wood floors
- Scratch and Dent resistant
- Gouge resistant
- Mold and mildew resistant (Cleantivity technology protects against odor, damage and discoloration that may be caused by mold or mildew)
- Water-resistant (to help protect the wood from pet accidents)
- Manufactured in the USA