May 9/16, 2016; Volume 30, Number 23
By Reginald Tucker
Long before the popularity of Old World European-style wood floors began to spike in the U.S., Provenza Floors had a hunch that it would be a design trend that would stand the test of time. The same knack for being on the leading edge of design and style trends was evident in the company’s early innovations in wood staining technologies. It was Provenza Floors, in fact, that began commercially applying an innovative acrylic color impregnation process that expanded the options in stains for hardwood flooring.
“Infusion was developed more than 10 years ago, but is still our signature product,” said Ron Sadri, principal/owner of Provenza Floors. The inspiration, he noted, was derived from the color application process used on wooden musical instruments such as guitars.
Now the company is back at the innovation game, busy at work expanding its offering of specialty hardwood flooring collections while at the same time branching out into other hard surface categories. “Much of our focus right now is on being a pioneer in all types of reactive stains and finishes on very unique species,” Sadri explained. “Before Provenza existed our focus was on the retail side of the business, so over the years we’ve done a lot of finishing, sanding and creating custom floors for homeowners. Our knowledge and experience in working with different finishes is vast.”
That wealth of experience is evident in the company’s expanding product portfolio, which runs the gamut from rich, warm tones to bright pops of vibrant colors. These products include handcrafted floors that feature detailed edge treatments to more clean, natural looks. Standouts include the new Studio Moderno Collection, a rustic narrow plank with a wire brush style available in seven modern colors, as well as the popular Museum and New York Loft hardwood flooring lines.
“We think of ourselves as a trendsetter and the pioneer in flooring, and the products we come out with are always on the cutting edge of the industry,” Sadri said. “This is what sets us apart from the competitors.”
Sadri’s customers tend to agree. “Provenza is definitely a leader in style and design,” said Alan Gage, president of Tri-West, ranked No. 10 on the industry’s top 20 wholesaler list and a partner for 16 years. “They work very hard at what they do and they have a good eye for product. They work very closely at the manufacturing level to make sure the designs come out the way they envisioned.”
Another point of differentiation for Provenza, Sadri notes, is the fact that the company chooses not to swim in the commodity end of the pool. Instead, the focus is on the mid to high end—a strategy that benefits vendor and retailer customer alike. “The product is very unique and it’s something they can make some money on,” he said, citing prices that fall in the $5 to $12 per-square-foot range.
Next steps
Provenza is looking ahead to growth opportunities. Beyond expanding its hardwood lineup (three new wood offerings are set to debut this summer) an embossed in register WPC launch is in the works as well. Also on tap is a “luxury laminate” collection featuring wide widths and random lengths as well as wall panels that match its floors. “These will be custom made in the U.S. on a special order basis,” Sadri stated.