AHF Products Makes a Splash with Hydropel™, the New Waterproof, 100% Hardwood Flooring from Bruce®

September 5, 2019

AHF Products, the leader in hardwood flooring, introduces Hydropel™, a waterproof, 100% hardwood flooring product from Bruce®, bringing together the beauty of hardwood floors, waterproof protection, durability and the ease of [DIY-friendly] installation.

Hydropel is an engineered hardwood infused with proprietary technology to resist water for up to 36 hours so that it can be installed anywhere, in any room of the home. This addresses areas where there are spills and splashes, such as kitchens, bathrooms, basements, mud rooms and entryways. According to Brian Parker, Director of Product Management, AHF Products, Hydropel is the ultimate worry-free hardwood floor.

“There are sensitivities around hardwood to moisture, and we have addressed those directly with Hydropel,” said Parker. “It is real hardwood from top to bottom – and that’s what consumers truly want in their homes. Other products in the category that claim to be water resistant are not hardwood in the sense that they have a plastic core.”

Hydropel is built with a unique core technology which AHF Products has termed ultra-high density fiberboard. This construction is denser and more water resistant than typical plywood or high density fiberboard cores. Many other water-resistant engineered hardwoods utilize a plastic core, which is prone to buckling in direct sunlight. The density of Hydropel enables an extremely fine milling tolerance that seals the edges after installation and protects against everyday spills, wet moping or even pet accidents from absorbing into the wood or leaking between planks into the subfloor. A premium performance coating protects the hardwood from scratches, scuffs, and stains and even indentations, for a lifetime of durability. And Hydropel’s angle locking system makes it easy to install because of its large and wide locking profile; no glue or nails are required.

A Hardwood Floor that Addresses New Lifestyles

Hardwood is the floor covering most consumers aspire to have, with inherent benefits that include natural beauty and incredible durability. Even so, some consumers have become enamored with alternative engineered products that promise features and benefits not typically associated with hardwood, particularly when it comes to combatting moisture.

“Today’s consumers are accustomed to seeing new products as must-have improvements and flooring is no exception. Overall, customers want something unique … and the best way to get that is by innovating new looks and visuals and addressing the performance benefits that will keep hardwood at the top of consumers’ lists,” said Parker.

“We developed and executed several different tests to prove the performance of Hydropel, including large scale water testing, sunlight buckle testing and scratch testing. We repeated these countless times to verify the performance,” said Parker. “You can comfortably live on these floors without worrying about damage from moisture.”

Since hardwood is desired for its beauty and natural good looks, Hydropel by Bruce provides a wide array of design options. Available in Oak and Hickory, in smooth, scraped, and brushed textures, Hydropel is current with the latest design trends in flooring. The low gloss finish is available in 5-inch planks up to 48-inches long to give consumers extensive design flexibility.

Watch World Champion Lumber Chopper, Martha King demonstrate the waterproof and durability benefits of Hydropel by Bruce in an extreme water event: https://youtu.be/a-NVthNTLYI.

About AHF Products

AHF Products is the leader in hardwood flooring with a family of strong brands serving the residential and commercial markets. With decades of experience in award-winning wood flooring design, innovation, product development, manufacturing and service, we improve the quality of people’s lives through great products and a deep commitment to outstanding customer service. Our hardwood flooring brands include Bruce, Armstrong Flooring, Homerwood, Capella, T. Morton and Robbins. Headquartered in Lancaster, Pennsylvania with manufacturing operations across the United States, AHF Products employs over 1,700 dedicated team members.