By Drew Hash, President and CEO of Southwind Flooring
What rigid core products/platforms do you offer, and what innovations are you implementing?
Southwind offers 9 WPC collections, 5 SPC collections, and 2 Hybrid Core collections—each engineered for performance, style, and ease of installation. Our WPC lines, such as Woodwind Pressed and Refine Pressed, feature elegant pressed bevels for a high-end look, while the Summit collection stands out with an ultra-thick 19mm plank, reducing the need for subfloor build-up when transitioning between rooms.
In SPC, collections like Advantage Plank and Boundless SPC offer waterproof durability with a Uniclic locking system and attached pad for added comfort. Our U.S.-made Sweet Home and Inspiration Plank HD collections feature Southwind’s exclusive Hybrid Core, combining the best attributes of WPC and SPC for maximum performance.
How do you position rigid core for environments like kitchens, bathrooms, and basements?
Rigid core is ideal for moisture-prone areas because every Southwind rigid core collection is fully waterproof. Our SPC collections require only a 6mil poly vapor barrier over slab, while our WPC and Hybrid Core lines need no additional underlayment—making them especially convenient for kitchens, bathrooms, and basements.
What makes rigid core suitable for living rooms and bedrooms where comfort and aesthetics are key?
In spaces where comfort and visual appeal matter most, Southwind’s WPC floors like Refine Pressed and Summit deliver. These products offer a slightly softer step underfoot while retaining the waterproof durability and low-maintenance performance rigid core is known for. All Southwind rigid core floors also include an IXPE pad to reduce sound, enhancing quiet comfort throughout the home.
Are there specific visuals or formats that resonate more in certain rooms? How are you meeting those preferences?
Absolutely. Design-forward features like pressed bevel edges in Woodwind Pressed and Refine Pressed WPC are especially popular with homeowners. Larger plank formats—like the 9″ x 60″ size in Authentic Prime and Woodwind Pressed—meet the preferences of today’s designers. Our Summit WPC is among the thickest in the market, earning strong praise from installers and dealers alike. Across all collections, Southwind offers on-trend colors, wood grain embossing (including Embossed in Register), and coordinated moldings and stair treads.
How should RSAs talk about rigid core to determine if it’s the best fit for their customers?
Retail sales associates should start by learning about the customer’s lifestyle—Do they have kids? Pets? Is moisture a concern? If so, Southwind rigid core is a strong choice.
RSAs should position it as a lifestyle-friendly solution: waterproof, durable, and beautiful—designed to meet the practical needs of active households without sacrificing the warmth and aesthetic of real hardwood.