From the CEO’s Desk
Fall is traditionally a great time for flooring. Customers come back from summer ready to get projects done, schedules start filling up and the pace of business changes quickly.
For us at Southwind, that means making sure we’re ready when you are. Keep your showroom fresh, stay in touch with past customers and don’t be afraid to ask for the sale. There’s business out there, and all of us at Southwind are here to help you make the most of it.
Here’s to a strong fall selling season!
– Drew
Drew Hash
President & CEO, Southwind Floors
The FCW ReCo Report
This Month’s Q&A
In the 2026 ReCo report, dealers commented on various topics in dealing with suppliers, and this month, we are responding to these:
Question 1: You said: Suppliers should STOP advertising products that set unrealistic expectations.
Answer: At Southwind, we set expectations that products can actually deliver. Flooring should be marketed around its real-world performance, features and appropriate applications—not claims that may sound great in an ad but leave the dealer explaining the difference later.
Question 2: You said: Suppliers should START providing better communication around drops.
Answer: At Southwind, when products or colors are being dropped, dealers need to know early and clearly so they can manage samples, displays, inventory and customer expectations. We are working hard to improve advanced communication that helps our dealers avoid surprises, and make us a better business partner.
Product News
You Asked. We Listened.
Two customer-requested colors have joined the Boundless family: Amarillo Hickory and Barnwood.
Amarillo Hickory
Barnwood
We heard overwhelming feedback that these two colors would be strong additions to the line, so we listened. Both are now in stock and available across all four Boundless constructions, giving you more ways to match the right look with the right application.
One Look. Four Ways to Sell It.
Boundless SPC: 5mm | 7″ x 48″ | 20 mil
Boundless 20: 2.5mm | 7″ x 48″ | 20 mil
Boundless 12: 2mm | 7″ x 48″ | 12 mil
Boundless 8: 2mm | 7″ x 48″ | 8 mil
It’s not a floor until…
Our friends at Floor Focus magazine will be highlighting a crucial part of our industry in September: installation. We thought we’d offer our own salute to the skilled craftsmen and women who turn flooring into finished floors.
You might be a flooring installer if:
- You’ve spent more time on your knees than most people spend sitting at a desk.
- You can spot an uneven subfloor from across the room.
- Your idea of “light lifting” is a box of flooring.
- You know the room being empty and ready for installation is sometimes more of a suggestion than a fact.
- You’ve moved a sofa the homeowner swore would already be moved.
- You know “just one little closet” is never just one little closet.
- You’ve heard, “While you’re here, could you also…?” more times than you can count.
- You understand that the last 5% of an installation can take 25% of the time.
- And you take pride in details most homeowners will never notice, because that’s exactly the point.
Behind every great-looking Southwind floor is a skilled professional who measures, prepares, cuts, fits, adjusts, solves problems and makes sure the finished job looks the way the customer imagined it would.
To the installers who bring it all together, Southwind thanks you.
So, where’s the “Value” in “Value Engineering?”
At Southwind, we believe value should never come at the expense of quality. While the market continues to push toward lower price points, our approach to WPC and SPC rigid core flooring remains focused on delivering the performance dealers and homeowners expect. That means dependable construction, durable wear layers, reliable locking systems and quality you can stand on. There’s a difference between creating real value and simply engineering cost out of a product.
At Southwind, we’re committed to value without compromise. Did you know that Southwind tests every product on an ongoing basis? We spend the time and money to make sure you don’t have problems with the flooring you buy from us.
Dealer Showcase
Look Who’s Talking Southwind
We love seeing Southwind show up across our dealer community. Here are a few dealers who have been featuring Southwind and tagging us along the way.
- LaValle Flooring Inc. | Valley City
- Home Collective
- Modern Carpet & Flooring
- Flooring Systems Inc.
- Bama Flooring
Want to be featured in the next issue of The Southwind Social? Tag Southwind when you share:
- Customer installations featuring Southwind floors
- Southwind displays in your showroom
- Projects you’re proud of
- Posts featuring Southwind products
Tag us so we can see what you’re sharing!
Follow Southwind on Facebook, Instagram and LinkedIn to see what’s happening around Southwind, stay connected and join the conversation.
Employee Spotlight
Sheri Lewis
There’s a lot that happens behind the scenes to keep orders moving and make doing business with Southwind easier. Sheri Lewis, our Financial Services Manager, is one of the people making sure it happens.
Sheri works closely with our customers and sales team to find solutions, especially when circumstances aren’t straightforward. Whether she’s helping navigate a credit limit, working through a past-due balance, or finding a solution to an unusual situation, Sheri listens first and has a talent for making every customer feel valued.She brings that same sense of urgency to keeping orders moving and making the Financial Services experience as convenient as possible for our customers and sales team.
Sheri is also always willing to step in where she’s needed, serving as a backup for Accounts Receivable and Pricing and bringing new ideas and solutions to the team.
Dependable, knowledgeable, and willing to do “whatever it takes,” Sheri represents the kind of service our dealers and her Southwind teammates can count on every day.
The Final Word
Confidence in the Details
At the end of the day, this business is about more than flooring. It’s about the people who sell it, install it and stand behind it. From delivering products you can confidently recommend to supporting the professionals who turn those products into beautiful finished floors, Southwind is committed to doing our part. As we head into the fall selling season, let’s keep working together, taking care of customers and creating opportunities to grow. That’s the Southwind Way.
–– The Southwind Team