Dear Southwind Family,
Welcome to our first edition of The Southwind Social!
At Southwind Floors, we believe success is built on strong partnerships, and this newsletter is just one more way to stay connected with you, our valued dealers. Each issue will bring you helpful updates, product highlights, industry trends, and ideas to support your growth. We’ll also share more of the Southwind story: the people, the progress, and how we’re showing up for you and the industry.
We know your time is valuable, so we’ll keep things clear, relevant, and packed with useful takeaways. Also, we’d love to hear from you! Let us know what you’d like to see in future issues as your input will help shape this into something truly useful.
Thank you for being such a valuable member of the Southwind Family. We’re excited to grow together and continue building the future with you one floor at a time.
Drew Hash
President, Southwind Floors
This spring, we’re “Pressed for Success”
Meet Refine Pressed, Southwind’s newest WPC upgrade for 2025 with true pressed bevel technology. Formed after the wear layer, each edge is color-matched, sealed, and built to last, delivering a more authentic wood look and better protection than painted bevels. It’s an upgrade that adds premium style and performance your customers will love.
By focusing on the details that matter, like craftsmanship, performance, and real-world ease, we’ve created a product for your customers that reflects the style that they are looking for.
When we say, “Pressed for Success,” we mean it literally and figuratively. This product was designed to support your success at every level, from your showroom to customer install and beyond.
See our ad in the April issue of Floor Focus. For more information on pressed bevel technology, check out this resource.
Standing Together Through Shifting Times
From Drew Hash, President/CEO of Southwind Floors
If there’s one thing we’ve learned over the years, it’s that challenges are a part of doing business. As Howard Schultz put it, “In times of adversity and change, we really discover who we are and what we’re made of.”
Our economy has seen its fair share of ups and downs, and each time, it becomes clear which companies are truly in it for the long haul.
The recent tariff shifts are just the latest curve in the road. And while they may bring complexity, they also present an opportunity to show who we are, how we work, and how much we care about the people we serve.
At Southwind, we’re not chasing shortcuts or quick fixes. We’re focused on doing the hard, honest work that keeps you moving forward. That means:
- Communicating clearly and honestly as things evolve
- Staying transparent about pricing, availability, and timelines
- Prioritizing consistency and reliability, no matter where products are made
- Investing in resources to help you sell smarter and stay competitive
- Showing up with real support, not just words
That’s why I want to personally share how we’re approaching the implementation of the new reciprocal tariffs. In keeping with our commitment to transparency and clarity, we’ll be announcing the specific tariff amounts by style later this week. These will range from 4% to 7%, depending on the product. To make this as straightforward as possible, you’ll see a separate line item on your invoice labeled “Reciprocal Tariff,” clearly outlining the total tariff amount for each impacted style.
One important change this time around is that tariffs are now being charged at the time of shipment, rather than when goods land and clear U.S. Customs. Based on the current guidelines, we plan to begin applying surcharges to all affected shipments starting Monday, April 14. Should that timeline or policy shift, we’ll adjust accordingly and keep you informed.
As always, we’re keeping a close eye on developments. This remains a fluid situation, and we are hopeful that negotiations between the U.S. and the countries involved will result in a reduction, or even full removal of the tariffs. If that happens, we will immediately lower or remove the surcharge from your invoice accordingly.
If you have questions or need anything, please don’t hesitate to reach out.
We don’t take your partnership for granted, and we’re truly grateful for your continued trust and support. Thank you for choosing Southwind.
– Drew Hash
The Face Behind the Finances. Meet Wonda Wilson.
As Director of Financial Services at Southwind Floors in Dalton, GA, Wonda has spent the last eight years helping Southwind dealers with account setup, credit lines, and financial needs. She’s known for her deep industry knowledge, commitment to making processes smooth and stress-free, and, of course, her winning smile.
Off the clock, Wonda enjoys time at Lake Hiwassee with family, gardening, and the occasional NASCAR race. Our dealers love working with her, because it turns out that Wonda’s way is The Southwind Way!
TISE Highlights with Drew Hash
Our booth attracted major attention at this year’s TISE show, including top flooring trade media. In case you missed the show, here’s your opportunity to get caught up to speed. Click the links below to get a quick and concise briefing by Drew on what’s new for Southwind this year!
See our ad in the April issue of Floor Focus. For more information on pressed bevel technology, check out this resource.
Next Stop: Alliance Flooring Convention
We’ll be at the Grand Hyatt Deer Valley in Park City, June 16–20!
Stop by our booth to see our new product launches and dealer-first programs built to grow your business. Don’t miss out, register now!
Thank You, Dealers
Big thanks to everyone who visited us at TISE and the Abbey & Floors To Go Convention. Your support and partnership drive everything we do.
Let’s keep the momentum going!
The Southwind Way & WIFI
Southwind is also sponsoring Women in the Flooring Industry’s presence at the Alliance Convention this June as part of our commitment to empowering women in flooring. We’re proud to renew our partnership with WIFI for another impactful year.
Dealers—Want to Make a Difference?
Learn how you and your team can get involved with WiFI and support the future of our industry.
Got thoughts on The Southwind Social?Got an idea or suggestion? Reply here or email newsletter@southwindfloors.com and let us know!