By Drew Hash, President and CEO of Southwind Flooring
What is your company’s latest innovation in the residential LVT category?
We consider our Summit WPC line as truly innovative. Introduced last year, this waterproof WPC has a ¾” core that makes certain subfloor challenges during installation a thing of the past. This was an industry first and continues to grow in popularity. This year we’re bringing back luxury vinyl tile to Southwind in two waterproof collections: Cohutta Tile, a 12 x 24” Rigid Core SPC, and Contour Tile, a 12 x 24” Loose Lay. Both collections have the same colorways but are constructed differently to accommodate different installation needs.
In terms of residential product, what is your ratio of WPC, SPC, flex LVT and, if you have it, hybrid or PVC-free alternatives? (If you don’t have these, do you have plans to add them?)
Southwind has focused on WPC because its popularity has grown in recent years. We are in the process of developing a waterproof rigid core hybrid product that is a few months away.
How has your residential LVT offering changed over the last 5 years?
Southwind has maintained a balanced offering in rigid and flexible, but most of our emphasis has been on rigid WPC.
How has your sourcing changed since the new tariffs were imposed? And have you invested in domestic production? Any details would be appreciated.
Just like everyone, we have evaluated our sourcing considering tariff policy to ensure our dealers have a steady supply of product without a penalty. We have made a few adjustments and we have produced some domestically.
How have your markets changed for your various LVT products? For instance, what is sold in new home building, in multifamily, in renovation, in opening price points, in the middle of the market, at the high end?
Southwind sees continued growth across the board for residential use of luxury vinyl. Our strategy has always been to provide maximum value at whatever price point, so we can deliver better performance than what may be normally expected in a category.
In new home construction and multifamily, value-driven rigid core—primarily our SPC—continues to dominate due to its durability, consistency, and ease of installation at scale. In renovation, our market is shifting toward mid-range and better WPC that balance comfort, realism, and acoustic performance. At the higher end, consumers are choosing thicker constructions, enhanced visuals, and premium wear layers that we deliver both in design impact and long-term durability. Overall, Southwind flexible is there for a glue down solution where budget and high-traffic considerations are in play.
What is currently happening with average LVT prices? Are they trending up or down? Are there different trends for imports vs domestically made products?
Aside from the impact of fluctuating tariffs, we see pricing holding steady.
Where is it difficult for domestic production to compete, re price points, technologies, etc.? And where does domestic production win?
Historically, offshore production has had the advantage for low cost and commodity production. Also, certain raw materials and components may be more cost effective offshore. On the other hand, domestic production has the advantage of being tariff free, faster delivery, and made in USA preference for most consumers.
Looking ahead, what are your plans in terms of evolving your product offering?
At Southwind, we are constantly improving our products. We are also developing our own hybrid rigid core.
Do you expect rigid LVT to continue to take a lot of share from other flooring categories, or is it nearing equilibrium?
We are heading in that direction, but we are not there yet.