AHF Products Announces “Wood Wow” Initiative With HGTV Stars Dave and Jenny Marrs

(PRESS RELEASE) MOUNTVILLE, PA – AHF Products, a leading hard surface flooring manufacturer for the residential and commercial markets, announces a new partnership with HGTV’s “Fixer to Fabulous” stars and hardwood flooring aficionados – Dave and Jenny Marrs – for its new national “Wood Wow” campaign. This initiative aims to promote the benefits and value of hardwood flooring to help consumers understand the difference between real wood and wood-look flooring products and to give retail sales associates (RSAs) the necessary tools to help customers make informed buying decisions.

“Hardwood flooring is the gold standard for homeowners – it’s not just about luxury, it’s a wise financial and sustainable choice,” says Brian Carson, CEO of AHF Products. “We know many people dream of having real hardwood floors, but the upfront cost can be a hurdle. That’s why we want them to understand the undeniable benefits. We’re excited to kick off ‘Wood Wow’ with Dave and Jenny Marrs, two home build, renovation and interior design experts who are well-known for their support of natural wood flooring, to help inform homeowners how hardwood combines sustainability with the latest technology innovations, lasts longer than other flooring options and increases their home value, making it a worthwhile investment.”

“The Marrs will bring attention to the timeless beauty and inherent value of genuine wood floors,” notes Jeff Sommer, Director of Integrated Marketing and Digital Engagement for AHF Products. “This partnership with AHF will support the many reasons why homeowners and home buyers should install real wood floors in their homes and to encourage retailers and RSAs to focus on key attributes when selling consumers on wood — beauty, cleanability, durability and investment value, to name a few. ”

Dave Marrs said wood is always the duo’s first choice. “Real wood is the best choice. Real wood gives the color, character, durability and smart investment all homeowners deserve.” Added Jenny Marrs, “The character you get from different patterns, colors and species of wood makes wood a uniquely beautiful choice.”

What’s more, shared Dave Marrs, “Homeowners are sometimes reluctant to initially choose real wood because they believe the initial cost won’t be worth the investment. I disagree. Most real wood flooring is scratch resistant, dent resistant and water resistant.” Jenny Marrs agreed, noting, “Real wood flooring is the foundation of a beautiful interior. Wood flooring is durable and adds character to any home.”

Hardwood, Easy Choice for Consumers, Easy Sell for RSAs

The “Wood Wow” retail program will include new sales tools to incentivize and educate the salesperson – including a few “wow” surprises from the Marrs themselves. “Learning to profitably sell hardwood, and even upsell it, requires an RSA with expertise and training. The better informed the RSA, the more likely they are to up-sell wood,” says Sommer.

“When consumers look to replace or remodel floors, they undoubtably will opt for hardwood,” says Chris King, Vice President-Sales, who says it’s important for RSAs to dispel misconceptions about wood flooring, namely that it’s expensive and hard to care for. “It’s up to flooring dealers to be knowledgeable about the benefits of today’s hardwood floors so they can adequately communicate the newest features and time-proven benefits of real wood to customers.”

“Wood is profitable at multiple price points, all depending on the type of product and volume,” explains King. “Middle price points and premium products will usually be more profitable than value-grade products because the purchase decision is more about the beauty and longevity of the product versus hitting a price point,” he says. “While many tend to look at margin percent, it’s margin dollars that are meaningful to the bottom line.” And even with the added challenge retailers have had post pandemic, coupled with the stress from wood-look alternatives, King argues true hardwood is where bigger paychecks can be made.

Jason McSwain, owner of McSwain’s, with retail locations in Ohio and Kentucky, says “Hardwood is in our roots, beginning in 1953 with Hardwood Sand & Finish. Improving home value is key for most consumers. Realtors all agree real hardwood enhances the long term value of a home. The home is every family’s largest asset; installing hardwood is the only flooring product that adds long term value that one can enjoy every day.”

Tripp Costen, owner, Costen Floors, which has 75 years in the wood industry, says, “An RSA should highlight wood’s durability; it’s a classic, it does not need an improvement or an upgrade. We can remind the customer that you can customize the look, but the quality of the product remains the same. It’s your wood floor, no one else can ever say they have the same one.”

AHF Products offers various nationally recognized residential and commercial hardwood flooring brands, including, Bruce, Hartco, Robbins, LM Flooring, Tmbr and others. 100% of AHF’s solid wood products and most engineered wood products are made in the USA. By offering such a diverse variety of hardwood products across a range of price points, AHF positions its retail partners to make hardwood the product of choice for their customers. By removing the barriers to hardwood flooring, retailers can provide the customer with the product they truly want.

To learn more about AHF Products, visit here.