Decorating trends change over the years and American Wood Flooring, located next to Marshall’s in the Super Target-anchored Northwoods Plaza, is always adapting to those changes. For example, formica cabinets and linoleum floors are pretty much things of the past. CEO Andy Dunning’s showroom reflects those changing trends and more.
“We’re always bringing in more samples and getting with manufacturers to fit the new demand for the most current styles,” he says.
The family business has been around for 25 years and started out exclusively in wood flooring, based out of anothr small storefront in New Port Richey. A little less than 12 years ago, Dunning opened the shop in Wesley Chapel. The showroom floor, crowded with sample displays, reflects how quickly trends have changed and how American Wood Flooring has changed along with them.
“When we started out, it was mainly wood flooring,” Dunning said. “Then, we had customers that wanted their whole house done, so we expanded into carpet. When we had customers who also wanted their bathrooms re-done, we expanded into tile, too.”
American Wood Flooring can cover the entire house — with wood, laminate, tile and carpet.
“We want to be your one-stop shop,” Dunning says.
“We just had carpeting installed on the second floor of our home,” says customer Jacqueline DeRoze. “They did such a superb job that we just ordered flooring for the entire main level.”
Dunning says that customers sometimes get sticker shock when they look at American Wood Flooring’s prices per square foot when compared with other installers. But, that’s because every square-foot price at American Wood Flooring is all-inclusive — which means sub-floor preparation, underlayment, removal and disposal of old carpeting and padding, transition pieces, material and install of quarter-round trim. Even things like moving furniture in and out of the room are included in the price per square foot.
What’s more, American Wood Flooring offers a Lifetime Warranty on the installation, and that is offered through the store, not the installer. That means that if American Wood Flooring no longer uses a particular installer, the warranty is still valid, regardless of who did the installation. The only additional costs a customer might incur outside of the square foot quote is if old tile flooring needs to be torn out or if the project includes covering a staircase.
“It happens all the time when the customer is holding a quote from a big box store or competitor that’s for something like $2.99 a square foot,” Dunning said. “But, once they nickel and dime you to death, it often ends up that our quote is less than theirs and I stand behind what I sell.”
So, What Are The Latest Trends?
Color scheme-wise, Dunning says that grey- and white-wash tones are the newest trends. For laminate flooring, LVP, or Luxury Vinyl Plank, is the latest craze.
LVP is a hybrid of laminate and vinyl flooring that’s completely waterproof. Most laminate flooring is water-resistant but water can still seep into the cracks where the pieces fit together and saturate the fiber board, causing swelling and warping. LVP panels have a vinyl veneer that protects both the panels and the joints from water intrusion. The sub layer of the LVP is actually made from Polyvinyl Chloride (PVC), a thermoplastic known for its rigidness.
A layer of cork separates the top layer of PVC from the bottom layer.
Flex Core Naturals is one of the five different brands of LVP flooring that American Wood Flooring has available.
“We brought it (LVP) into the store about 16 months ago and we were installing three to five floors a month with it,” Dunning said. “Now we’re putting in 12 to 15 LVP floors a month.”
LVP falls in the middle price range with regard to the different types of flooring, coming in between $5.99 and $7.99 per square foot. As a comparison, Dunning says some hardwood flooring can go as high as $17 or even $18 per square foot.
He adds that another benefit to LVP flooring compared with other types of laminate is the sound. Dunning says an air pocket exists between laminate flooring and the subfloor. This can make that knocking sound when walking on it with shoes, especially hard-soled shoes. LVP flooring lays flush with the subfloor, so it is quieter.
Another growing trend in flooring is the demand for American-made product.
“When we started in Wesley Chapel in 2008, about 40 percent of the product we sold was made domestically,” Dunning said. “This year, I would say that 75 percent of our product is made here in the U.S.”
Dunning says he enjoys this trend.
“Typically, the domestically-made products are better quality,” Dunning said. “Most are made from American lumber anyway. It puts Americans back to work and brings jobs back to the United States.”
Another bonus to ordering through American Wood Flooring is that there is no sales tax if American Wood Flooring also does the installation.
“The State of Florida considers flooring a permanent home improvement and customers can save the sales tax if we do the install,” Dunning says.
“American Wood Flooring installed all of the hardwood flooring in my house,” says another satisfied customer, Janet Noblett. “They did such a fabulous job. Andy is very professional, dependable and extremely knowledgeable. I have recommended him to many of my family and friends and they have all been so pleased.”
Right now, American Wood Flooring is offering a promotion for waterproof flooring for just $5.99 per square foot. The store also has a $3.99-per-square-foot laminate flooring special, as well as a $1.99- per-square-foot carpeting special.
American Wood Flooring also offers a refer-a-friend incentive. Customers who refer a friend receive $50 gift cards to restaurants like Bonefish Grill, Outback Steakhouse and Carrabba’s Italian Grill.
The American Wood Flooring showroom in Wesley Chapel is located at 1285 BBD Blvd. and is open Monday-Friday, 10 a.m.-6 p.m., 10 a.m.-5 p.m. on Saturday, and 11 a.m.-4 p.m. on Sunday. For more info, visit AmericanWoodFlooringFla.com, or call (813) 991-7999.