From the CEO’s Desk
By Drew Hash
Every July, I’m reminded of a familiar sound: the sharp whistle that marks halftime.
As a University of North Alabama grad (Roar Lions!), I’ve spent a lot of time in those stadium stands, sometimes sitting, more often standing, and even now, I still make it to as many games as I can. What always struck me wasn’t just the energy on the field, but what happened when it paused. When the players walked off, the crowd settled, and the locker room lights flipped on.
Halftime isn’t about resting. It’s about rethinking. The scoreboard tells a story, but the next moves? That’s where the game is won.
In business, I’ve found it’s no different.
The first half of this year has tested all of us. From tightening consumer budgets to stalled home sales, the challenges are real. And just like in football, it’s not the team with the best start that wins, it’s the one that adjusts best to the field they’re actually playing on.
At Southwind, we use this moment to regroup, not just for ourselves, but for you. We ask:
What can we put in your hands, products, tools, stories, support, that helps you win more sales in the second half?
That’s what The Southwind Way means to us. Not just showing up, but showing up with something that makes a difference in your business.
And if there’s something you need from us that would help you move the ball further, tell us. You’ll find a note at the end of this newsletter where you can send in feedback, ideas, even your wishlist. If it helps you win, it matters to us.
Let’s make the second half count.
Drew Hash
President & CEO, Southwind Floors
Sweet Home Rigid Core
Style That Sells, Muscle That Lasts
Busy homes and busy showrooms have something in common: they both need flooring that works hard without looking like it. Sweet Home Rigid Core delivers with layered strength and timeless beauty.
What sets it apart? Our durable 20 mil wear layer delivers industry-leading resistance to scratches, dents, and stains, keeping every plank looking and performing like new in busy homes.
Pair that with a click-tight Uniclic locking system, an integrated 1 mm XPS pad for quieter, faster installs, and a limestone-rich core for rock-solid stability, and you have a rigid core floor your team and customers will love.
Choose from seven contemporary color options and enjoy warranties that make the decision easy: lifetime residential and 10-year light-commercial coverage. The result is one of the most well-rounded resilient floors in your lineup.
This product is proudly made in the USA. Stock is moving fast, so stay ahead of demand.
Alliance Flooring Convention 2025
Where Ideas Met Opportunity
This year’s Alliance event reminded us what makes this industry great: conversations that go beyond the surface. From wide-plank trend talk to real-world waterproof performance and smart social selling tips, the ideas were flowing.
Thanks to everyone who stopped by the Southwind space. We passed out display boards, green koozies, and plenty of new perspectives. The momentum we felt on the floor is something we’re bringing into the second half of the year, with you.
Dealer Edge: Finish vs. Wear Layer
What Really Protects the Floor?
In the world of rigid core flooring, the myth persists: a thicker wear layer means a more durable floor. But the truth is more nuanced, and more valuable to your customers when you can explain it clearly.
What Does the Wear Layer Actually Do?
- It’s a transparent film (usually urethane or PVC) that adds depth and baseline protection above the printed design layer.
- Measured in mils (6, 12, 20+), it adds surface density, but doesn’t directly protect against scratches or dents.
What About the Finish (Top Coat)?
- This is the true first line of defense, the layer your customers touch, see, and test.
- Without a high-quality finish, even the thickest wear layer won’t stop surface damage.
So Why Is the Industry So Focused on Wear Layer?
Because it’s easy to market. Numbers are simple to compare, but not all protection is visible in a measurement. Many brands stop at wear layer specs, but the real performance story starts at the finish.
Your Sales Advantage
Use this as a teaching moment in the showroom. Educate customers on how flooring is layered and where true durability comes from. This knowledge builds trust, and trust closes sales.
Need help? Use the new visual aid in our dealer portal to walk your team and your customers through it clearly.
Employee Spotlight
Meet Melissa
At Southwind Floors, customer care isn’t just about answering phones, it’s about building relationships. And few people embody that more than Melissa Hastings.
Melissa is often the first person our customers hear when they call, and her upbeat, professional demeanor sets the tone for every interaction. As a Customer Service Agent, she plays a critical role in order management, shipping coordination, and problem resolution. Whether helping resolve a shipment concern or clarifying product details, Melissa brings a human touch to every task, often saving our customers time, frustration, and unnecessary transfers.
From a manager’s standpoint, Melissa is a standout. She’s consistently reliable, always on time, and quick to step up and assist her team wherever needed. She’s not only trusted by her peers but also genuinely appreciated by our sales force for her clarity, professionalism, and follow-through.
When asked what she enjoys most about her role, Melissa shared:
“My favorite part in helping others is knowing I can be of service when it’s needed, but also in helping put a smile on someone’s face. Whether it’s guiding an order or just listening, I try to keep a peppy, upbeat attitude that makes someone’s day a little brighter.”
We’re proud to have Melissa on our Customer Service Team. Her consistency, compassion, and communication are a perfect reflection of The Southwind Way.
Sneak Peek
Coming Late Summer
We’re excited to tease our upcoming launch. It features smarter construction at its core and is proudly made in the USA, just like Sweet Home and Inspiration Plank HD.
What does that mean?
- Tighter manufacturing tolerance
- Full control over raw material sourcing
- More stable, high-performing rigid core platforms
- And less variability in installation quality
This isn’t just an update, it’s the beginning of a new category of resilient flooring. A category built for the demands of today’s homes and installers, and designed to tell a stronger story in your showroom.
We’re putting the final touches on the brand name and launch kit now. Once it’s ready, you’ll get the whole package:
- Product visuals
- Dealer tools
- Storytelling assets
- First access to displays
We can’t wait to show you what’s next.
The Final Word
Thanks for taking time to read the July issue of The Southwind Social. We hope it delivered something useful, thought-provoking, or just plain helpful.
This newsletter is for you, and we want it to keep getting better. If you have ideas, questions, or feedback, we’d love to hear them.
Simply reply to this email or send your thoughts to newsletter@southwindfloors.com.
Thanks for being part of the Southwind family. We’re proud to support your success, and we’re here every step of the way.
Until next time—
Happy Selling,
The Southwind Team