LM Flooring Announces Largest Product Launch in its History; Redefines Hardwood Flooring Portfolio, Delivers on Innovation and Performance

August 23, 2021

LM Flooring, known for its design-forward and high-quality hardwood floors, is announcing the largest new product launch in the brand’s 20-year history by introducing four new, distinctive collections as well as extensions to four of its most popular lines, totaling an impressive 55 new skus launching Fall 2021.

A leader in engineered wood flooring, LM Flooring’s broad portfolio includes wide-width, long-length, textured products in both sliced- and sawn-faced configurations. According to Kevin Whaley, Vice President of Sales and Product, LM has a strong reputation for innovative products and speed to market.

“Our aggressive hardwood strategy has been geared toward mix improvement and providing our retailers value-added products that they can profitably sell to their customer,” Whaley said. “We have focused on various ways to provide the best product at the best price for customers, backed by our well-known quality.”

Introducing Two New Flagship collections: The Reserve™ & The Glenn™

Two gorgeous new collections, The Reserve and The Glenn, offer the same colors and proprietary reactive staining techniques. The Reserve offers a 7.5” fixed width and The Glenn a multi-width 4”, 5”, 6.5” option in the same box. Both collections are ½” thick with lengths up to 75 inches. LM Flooring makes its own reactive stains for these collections in-house, giving the wood an aged patina, allowing natural color variation and character to come through each plank. It brings all of the clear vibrant colors of nature into the home, with contemporary weathered colors that bring sophistication and elegance to a new level.

LM Flooring has expanded capabilities to manufacture wider and longer products and create more sophisticated surfacing and texturing techniques such as wire-brushing and reactive stains, like those used in The Reserve and The Glenn collections.

“We have developed a very structured process to ensure consistent color standards in this highly variegated visual. Instead of a stain that covers or masks the grain and inherent beauty of the white oak species, our process reacts with the natural tannins in the wood to enhance the grain and to bring the true color capability of the species right to the surface,” explained Whaley. “The best way to describe the difference between a traditionally-stained product and our proprietary process is like the difference between watching a tube television from the early 90’s and a high-definition LED Flatscreen available today.”

Other new introductions are:

Solano, a 9/16” thick dry-sawn Select Grade European White Oak. Very contemporary, Solano is lightly wire-brushed, with a focus on smooth and sleek design with a light and natural color influence for the eight skus in the collection. The planks are 7.5” wide with lengths to 75 inches.

Waterford, a dry-sawn 9/16” thick North American Hard Maple, is a new floor created in response to the growing request from customers to offer alternative species to white oak in wide and long formats. The hard maple in a dry sawn format has a very interesting and attractive grain pattern that most consumers would not expect to see in this species. LM gives it a subtle yet inviting texture using enhanced wire-brushing techniques.

Line extensions to the LM engineered hardwood portfolio include:

Hermitage – Wide Plank 9” dry-sawn Euro White Oak in planks up to 86”, in three new colors – Sylvan, Vander, Georgetown – in lighter and natural tones.

Bentley Premier – Bentley Premier is a select grade white oak in ½” format with a 2mm sliced face. LM expanded this collection to showcase more lights, naturals, whites and taupes.

Lauderhill –This entry price point product in a 3/8” x 6.5” x 72” length format is available in six new colors: Weldon, Camino, Penrose, Covington, Castle Blanc and Anchor.

Originally made in Shanghai, China, LM Flooring has spent the last two years transitioning all of its products to AHF Products’ Sihanoukville, Cambodia factory. At the same time, the company has been rapidly expanding capacity, from 10 million square feet annually to 37 million square feet, and added four stain lines, as well as 30% more pressing and profiling capacity. In addition, the labor force has been increased 28 percent, to 900 people. In 2022, the factory will be operating at a capacity of 55 million square feet. The Cambodia facility not only services LM Flooring, but also supplies AHF Products’ other leading hardwood brands, including Bruce®, Hartco® and Robbins®.

“Our goal is to offer a complete and well-rounded product offering for our LM distributors and retailers out of one factory location,” said Whaley.

About AHF Products

AHF Products is the leader in hardwood and vinyl 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 flooring brands include Bruce®, Hartco®, LM Flooring ®, Robbins®, Capella®, HomerWood®, Autograph™ and tmbr™. Headquartered in Mountville, Pennsylvania with manufacturing operations across the United States and in Cambodia, AHF Products employs over 2,400 dedicated team members. www.AHFProducts.com