From the CEO’s Desk
A new year always brings a sense of possibility, but it doesn’t require everything to change overnight.
As we step into 2026, our focus at Southwind is simple: helping you start the year prepared, supported, and confident in the products and tools you offer. The market may continue to shift, but what doesn’t change is our commitment to being a steady partner you can count on.
We’re entering the year with momentum built on thoughtful product development, smarter solutions, and a people-first mindset that puts your success at the center of every decision we make.
Thank you for continuing to trust Southwind as you reset, refocus, and move forward. We’re ready for what’s next, and we’re glad to be doing it together.
— Drew
Drew Hash
President & CEO, Southwind Floors
Preparing for Success in 2026
The start of a new year is a natural time to reset and refocus. While the market may improve gradually, the dealers who stay prepared, visible, and responsive will be best positioned to win.
At Southwind, we’ve been intentional about how we’re shaping our soft and hard surface strategies for 2026, with the goal of helping you stay flexible and confident no matter what the year brings.
Soft Surface: Built Around What Sells
In carpet, we’ve refreshed key assortments with updated colors guided by evolving consumer preferences. Performance and value continue to lead the way as shoppers remain thoughtful about where they invest.
For 2026, our focus is on better-goods assortments, strong in-stock positions, and expanded dealer marketing support designed to help improve conversion and build share over time.
We continue to invest in solution-dyed PET fibers, advanced stain-resistance systems, improved performance backings, and modern tufting technologies. These updates deliver the durability, softness, and long-term value customers expect in today’s homes.
Product Spotlight: Coastal Image
Coastal Image is a thoughtfully crafted loop carpet that blends precision technology with timeless design. Using specialized tufting equipment and advanced color twist technology, it delivers refined texture and rich, dimensional color. Durable, elegant, and versatile, Coastal Image brings natural character and calm into any space.
Hard Surface: Waterproof Confidence, Expanded
In hard surface, we’ll continue building on our leadership in waterproof flooring across flexible and rigid core luxury vinyl, while offering quality laminate and engineered wood to complete your showroom mix.
Summit WPC, with its ¾-inch thick plank design, continues to be a reliable performer and remains a strong option heading into 2026.
New this year, we’re introducing a tile-inspired offering designed to meet growing demand for the look of ceramic and stone with the durability customers need for real life.
Product Spotlight: Contour Tile and Cohutta Tile
Our new 12 x 24 tile designs are available in two constructions: Contour Tile 5mm thick in flexible luxury vinyl and Cohutta Tile in rigid core SPC. Both capture the look and feel of ceramic and stone with embossed texture, delivering a durable, waterproof solution ideal for kitchens, bathrooms, dining areas, and laundry rooms.
The 12 x 24 format remains a popular choice for its upscale appearance and design versatility. Offering both flexible and SPC options ensures the right solution for varying installation needs.
Your January Focus: Start Simple
A strong year doesn’t start with big changes. It starts with small, intentional steps.
Consider kicking off January by:
- Reviewing your top-selling categories from last year
- Refreshing one display or featured area in your showroom
- Checking in with your Southwind Territory Manager to align on priorities for Q1
- A little clarity now can create momentum that lasts all year.
Visit Us at TISE Booth #2225
We’re kicking off 2026 in Las Vegas and looking forward to connecting with you in person.
At TISE, you’ll experience:
- New product introductions
- Updated displays and merchandising tools
- Solutions designed to simplify selling and support your team
Stop by Booth #2225 to see what’s new and what’s ahead. Can’t attend? Reach out to your Territory Manager TM for a preview.
December Sales Meetings
We’re grateful for the opportunity to connect during our regional December sales meetings in Minneapolis, MN, Baltimore, MD, and Dalton, GA.
These meetings bring our teams together around shared goals, open conversations, and the relationships that move Southwind forward. Thank you to everyone who took the time to attend and contribute.
Your engagement and dedication make a real difference. We couldn’t do it without you.
(Photo montage from the Dalton meeting below)
The Final Word
January isn’t about having all the answers. It’s about starting with the right support.
As you settle into the new year, know that Southwind is here to help you navigate changes, build confidence on the showroom floor, and take care of the people who make your business run every day.
We’re proud to stand beside you as the year unfolds. Let’s move forward with focus, flexibility, and a commitment to steady progress.
–– The Southwind Team