Hydropel™ Waterproof Hardwood Flooring by Bruce® Wins Prestigious GOOD DESIGN® Award for Design Excellence

January 8, 2020

AHF Products proudly announces that Hydropel™ Waterproof Hardwood Flooring from Bruce® has been honored with a 2019 GOOD DESIGN® Award. This prestigious award emphasizes quality design of the highest form, function and aesthetic. Founded in Chicago in 1950, GOOD DESIGN® remains the oldest and the world’s most recognized program for design excellence worldwide.

“Innovation and performance are at the core of AHF Products, and we are honored to have Bruce Hydropel recognized, especially since we are just celebrating our company’s first anniversary,” said Wendy Booker, Vice President-Marketing & Product Development, AHF Products. “Our goal is to be a leader in innovation and to exceed our customers’ expectations today and in the future.”

Hydropel is an engineered hardwood flooring 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. 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 and helps protect against everyday spills, wet mopping or even pet accidents from absorbing into the wood or leaking between planks into the subfloor.

“It is real hardwood from top to bottom – and that’s what consumers truly want in their homes,” said Booker.

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. It features a low gloss finish and is available in 5-inch planks up to 48-inches long to give consumers extensive design flexibility.

For seven decades since its inception, The Chicago Athenaeum: Museum of Architecture and Design continues the organization of the program to create an awareness about contemporary design and to honor both products and industry leaders in design and manufacturing that have chartered new directions for innovation and pushed the envelope for competitive products in the world marketplace. Good Design® was founded in Chicago in 1950 by Edgar Kaufmann, Jr., Eero Saarinen, and Charles and Ray Eames. Mort Goldsholl also created the iconic Good Design logo in 1950.

This year, the Museum received a record number of submissions from the world’s leading manufacturers and industrial and graphic design firms representing the most important and critical mass of influential corporations in the design industry from over 47 countries.

The 2019 Good Design® Jury was held in New York and Los Angeles and was composed of renowned international specialists with wide design experience, guaranteeing the high quality and high level of the competition. Submissions to the program are judged by a jury of distinguished design professionals and leading industry specialists and design press on criteria established in the original 1950 program for the highest aesthetic in terms of innovative design, new technologies, form, materials, construction, concept, function, utility, and energy efficiency, and sensitivity to the environment.

Winning products and graphics can be viewed at the Museum’s websites at www.good-designawards.com or good-designawards.com. For general information, visit www.bruce.com.

About GOOD DESIGN®

About The Chicago Athenaeum (www.chi-athenaeum.org) is a global nonprofit education and research institute supported by its members. Its mission is to provide public education about the significance of architecture and design and how those disciplines can have a positive effect on the human environment. About The European Centre for Architecture Art Design and Urban Studies (www.europeanarch. eu) is dedicated to public education concerning all aspects of the built environment – from entire cities to individual buildings – including the philosophical issues of arts and culture that ultimately give the final shape to design. A high emphasis exists on contemporary values and aesthetics, conservation and sustainability, and the theoretical exploration and advancement of art and design as the highest expression of culture and urbanism. The GOOD DESIGN® is a trademark of The Chicago Athenaeum and The European Centre for Architecture Art Design and Urban Studies in the E.U.

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, Hartco, LM Flooring, Robbins, HomerWood and Capella. Headquartered in Mountville, Pennsylvania with manufacturing operations across the United States and in Cambodia, AHF Products employs over 2,250 dedicated team members. www.AHFProducts.com