An interview with Drew Hash, President & CEO, Southwind Floors
Q. “What are the most sought-out features and benefits of high performing hard surface flooring today? What else besides waterproof properties?”
A. “We believe that the floor must look exceptional before any other consideration, such as performance, even matters. At Southwind, it’s in the details, the finish, the texture, the color, and in the case of LVP or laminate, the realism.”
Q. “How do performance capabilities differ across all hard surface segments?”
A. “All have protective wear layers or coating systems that help to resist scratching, scuffing, and UV fading. In vinyl unfortunately the conversation traditionally begins with wear layer thickness. The reality is the most important performance characteristic of a vinyl product is the quality and performance of the urethane topcoat. In laminate, a melamine surface offers superior scratch resistance. Hardwood is much like vinyl and the emphasis needs to be on the topcoat. There must be a balance between the coating system and the product. Too much mineral content in the topcoat could translate to a dull, cloudy, or milky look to the product. But each product type has their inherent strengths. At Southwind, our job is to maximize the performance of the floor material, no matter what your flooring preference.”
Q. “What high performance hard surface features are you focusing on in 2024? How does this look compared to what benefits were prioritized the past few years?”
A. “At Southwind, our focus has always been what our dealers tell us their customers are looking for and we deliver that. That means the most beautiful, well-engineered floor for the money, regardless of flooring type.”
Q. “Do you believe style & design always be a key purchase driver? Why or why not?”
A. “At Southwind, we believe style and design is a necessary prerequisite for consideration. If we fit the desired look, then the rest of the features matter.”