Category Archives: Industry

Urban Floor’s Position on the “60 Minutes” CBS Report – Safety First

urban floor safety first

Many worried hardwood floor owners are quickly beginning to rip up their floors without question due to an incident on “60 minutes” on CBS that exposed the truth behind hardwood floor giant Lumber Liquidators.

According to the report, the Laminate floors they offer did not comply with strict safety standards. The incident has gained so much attention – for good reason – it has affected many other hardwood floor distributors, including us, Urban Floor.

Urban Floor has always kept safety in mind from the very first day we opened our doors – simply put, it’s our top priority. We stand behind our products and those of us within the company that do have engineered or solid hardwood floors in our homes, of course, use Urban Floor.

The Culprit = Formaldehyde

The chemical that is culprit is known as formaldehyde and is used in glues that bind the boards together. Formaldehyde is a known carcinogen and studies have shown they can cause a host of problems including chronic respiratory illnesses and cancer when exposed in high doses and for long periods of time. This is why testing is performed – to make sure this carcinogen does not put consumers at risk.

We Don’t Offer Laminate

At Urban Floor, we’re 90% about engineered hardwood floors, with the other 10% focusing on our wonderful solid wood flooring collection – the Presidential Collection.

In the report that targeted Lumber Liquidators – laminate flooring was the focus. Laminate floors are made differently than both engineered and solid wood flooring. We do not sell laminate floors here at Urban Floor.

Urban Floor’s Products – The Facts

Yes, some of Urban Floor’s products are made in China as well as tested there; however, when they are shipped back to the United States we double check their safety using our own independent lab tests from third parties based here in America. The results must meet strict CARB II compliant standards. The test results for Urban Floor’s products may be viewed below.

View the results from several different floors across all of our Collections.

Safety is Always #1

We hope this information helps clear up any confusion – just in case you are questioning why you chose Urban Floor for your hardwood flooring needs. We love hardwood floors and we would not settle for anything less than a quality, thoroughly safety-tested product.

Urban Floor’s Hardwood Flooring Trend Watch 2015

Every year designers, contractors, builders, home buyers, etc. are all trying to figure out what the hottest hardwood flooring trends will be to help their clients select the best choices. Here at Urban Floor, we’re giving you what we believe what will stay in style and what may lose it’s shine (no pun intended, of course).

What’s In:

genuine handscraped floors

Dynasty from our Royal Court Collection is a great example of a genuine hand scraped floor!

The “Timeless” Choice

This word is thrown around a lot in the hardwood flooring industry, but typically always refers to selections that invigorate a room with a classical appeal. Typical classic flooring includes oak flooring options, as well as other traditional wood selections such as walnut or maple. You could say that consumers feel more at home with these options.

Genuine Distressed and Hand scraped Floors

It’s more than just the type of wood used to create a timeless appeal. You need to factor in flooring aspects such as distressed flooring and genuine hand scraped options. We specifically mention “genuine” as opposed to machine-based because genuine is the authentic way of producing a “timeless” appearance.

These subtle, detailed aspects make hardwood floors appear worn down over time, which is what the “classic, timeless appeal” is. A vintage look, if you will.

A benefit to the worn down look is that these types of floors do not require as much effort to maintain and will look better for a longer period of time. They are very practical for the average American family.

Kitchen Flooring

This was a hit last year and we feel it will carry over into this year as well. While we do not condone hardwood flooring in the kitchen for a variety of reasons, we can still acknowledge the fact that more and more families are beginning to prefer this to tile flooring.

What’s Out:

hardwood floor trend watch

Glossy may be out, but Matte is in!

Glossy Floors

Matte, or floors without as much shine, are quickly becoming the new standard for a few reasons:

1. Floors with more shine will reveal marks easier – therefore requiring more maintenance and cleaning to correct and of course no family has time for that.

2. Floors without as much shine are often described as warmer and more inviting than other options.

Narrow Planks/Strips

Gone are the days where hardwood floors were milled to specifications of no greater than 5-inches. Nowadays, 5-inches is the standard and this only seems to be increasing every year. This is why you will not see any boards less than 5-inches (with the exception of random width) in our flooring collections.

We speculate the reasoning for this is because wider planks have a tendency to make a room visually appear larger than it really is. Rooms feel more spacious. Wide plank floors work very well for living rooms, dining rooms, and master bedrooms.

In Conclusion

Trends come and go, some last, but most do not. This is all subjective preference based on our own experiences here at Urban Floor, as well as information we’ve collected from the industry.

urban floor pinterestNeed ideas regarding designs and decor? Our Pinterest may be able to guide you in the right direction!

Urban Floor: One of the Best in Price and Product Availability

best hardwood floor brandUrban Floor is proud to announce it’s latest achievement in the lovely world of hardwood flooring: we ranked in as one of the best hardwood floor brands of the year for two separate categories! The categories include both price and product availability.

The achievement comes from the release of an extensive market intelligence report performed by ReCo that is featured in a reputable hardwood flooring trade publication, Floor Covering Weekly.

We’re absolutely stoked over this news, because it shows that all of the hard work performed here at Urban Floor is beginning to show measurable progress that is truly made possible by you guys, our sincere customers who find true value in the solid and engineered hardwood floors that we proudly offer.

The same study also revealed that carpet still leads the market in flooring, but we like to believe it’s because people have not been given a chance to see the positive reasons in making the switch. That or many people are simply content with the carpeting they have had in their homes for multiple years.

Hardwood floors bring more than just value to your home, they bring a touch of beauty that is completely customizable to your own, personal taste. That is why we offer a broad selection of affordable flooring that’s widely available, because different people have different tastes and it’s important to make sure we offer a floor fit for anyone. We also plan on adding a new line of floors in the foreseeable future so stay tuned for it’s exciting release!

Again, we want to graciously thank our customers, fans, and those who have shown support since our beginning. Your support is an integral part in helping us bring the best quality hardwood floors into the homes of those that realize how the housing market is slowly shifting from carpet flooring to hardwood flooring.

Urban Floor Engineered Flooring Article Featured on the LA Daily News!

Engineered Flooring to Become New Leader in Hardwood Floor Market

engineered flooring

Very exciting times for us at Urban Floor with a new article that was covered in the LA Daily News on the topic of engineered flooring and how they have risen from the bottom to a fierce, reputable contender in the wood flooring industry.

Just how much of a contender are engineered hardwood floors? Well they currently hold just close to 50% of the total hardwood floor market, and will soon surpass solid hardwood flooring options as the market leader.

We’re strong believers in hardwood flooring options that keep the environment in mind, but options that also make sense. The benefits of engineered hardwood floors do outweigh other flooring options in many ways. Sure, solid hardwood flooring and laminate hardwood flooring have their benefits. Solid hardwood flooring can be refinished and re-sanded multiple times, while laminate flooring is typically the most cost-effective choice.

So back to making sense… just how does engineered flooring “make sense”? No brainer:

Environmentally conscious – for each square foot of solid hardwood veneer, you can make up to 24 square feet with engineered hardwood. Talk about saving trees.

Installation – Engineered hardwood can be installed in just about any place, including above concrete, which we believe is quite impressive. Now who would be installing hardwood over concrete? People who have basements that do not want carpet and do not enjoy walking over concrete.

Have it your way – The many different ways engineered hardwood floors are manufactured is truly amazing. Different sizes, colors, thicknesses, width, styles, patterns, you can customize your engineered hardwood the way you want it.

Basically, we love engineered hardwood floors, which is why many of our collections are indeed just that – engineered hardwood floors! Read the full article on why engineered hardwood floors are gaining market share.

Hardwood Floor Trends of 2014

As professionals of hardwood floors, it’s important to stay on top of the latest hardwood floor trends. So what have hardwood floor consumers been raving about? Here’s what we’ve found:

Wide planks – Many consumers of hardwood flooring are starting to prefer planks as wide as 10 inches or higher! The new standard has been set to a width of 5 inches. Some may even say that 7 inches is the new standard. We can safely say that we are up to speed on this latest shift towards wider planks.

Exotic woods – Just the word ‘exotic’ brings out a feeling of awe. The thing about exotic woods is that they feature unusual grains and patterns that are completely natural. Examples of exotic woods include Acacia and Brazilian Cherry. Consumers of hardwood floors prefer this natural, wholesome look in their homes.

Engineered flooring – It’s no surprise that engineered flooring is still a strong hardwood floor trend as it’s an eco-friendly approach to hardwood floors as well as cost-effective. On top of this, engineered floors can be installed over concrete and below grade (unlike Solid flooring). In general, the trend towards ‘green’ products has been gaining growth for quite some time.

Dark colors – Hardwood floor enthusiasts are beginning to prefer bolder, darker colors such as dark brown, black, or auburn. Darker colors provide a more sophisticated, vintage appearance that can be very captivating. This isn’t to say that lighter colored floors are outdated. It’s all a matter of preference.

Wood walling (also called wood wall covering) – This is a recent phenomenon in which the walls of your house are replaced with hardwood flooring. It may sound very bizarre, but it’s catching ground. Again, it goes back to the whole idea of the natural look that provides homeowners with a sophisticated appearance that cannot be achieved through traditional white walls.

Head over to our Pinterest account for more ideas on hardwood floor trends & designs!

hardwood

Xolcation Series

Xolcation

“XOLCATION” is an original web series executive produced and created by Eduardo Xol (pronounced soul), who is best known for his work as a member of the design team for the two-time Emmy award-winning international hit, “Extreme Makeover Home Edition.”  Eduardo continues to work in television, currently serving as a lifestyle expert on Utilisima, a Fox International Network reaching more than 21 million homes in 34 territories across the Americas and throughout the Balkans.

“XOLCATION” documents the renovation of a California weekend beach house belonging to celebrity couple Jennifer Finnigan and Jonathan Silverman. Eduardo assembled a special team of close friends and talented individuals for this project. The goal? To create a brand and product integrated web series that brings the “vacation at home” experience to an outdated living space, which is in much need of a facelift to truly become a home away from home to relax and enjoy as if on vacation.

The series begins with a special focus on the bathrooms and kitchen that quickly evolves into a much larger project. Eduardo’s inspiration for the renovation came from his first visit to Kohler, Wisconsin. When Eduardo began working with his clients, he decided to pitch the documentation of the project to KOHLER and “XOLCATION” was born.

This is the first complete renovation that Eduardo is fully in charge of since leaving “Extreme Makeover Home Edition”.  It gives the viewer a rare and intimate look at Eduardo’s life while getting valuable information about planning and executing a home renovation project of this magnitude.  “XOLCATION” is a hybrid of documented reality and produced entertainment. Kohler will be the main presenter of this web series and is co-producing the project with Eduardo’s production team at Eduardo Xol, Inc.

Eduardo’s cast for the web series includes his clients, Jennifer Finnigan and Jonathan Silverman. Finnigan is a three-time Emmy Award-winning actress, who next stars in the new David E. Kelly series “Monday Mornings” set to air on TNT.  While Silverman is best known for his film role in “Weekend at Bernie’s, he recently wrapped the movie “Self Storage” and stars in and directed National Lampoon’s “Another Dirty Movie”.

Eduardo’s on-camera cast also includes Dinah Leffert (Project Manager), Richard Morales (Communications Director), Trey Payment (Personal Assistant), K.C. Morgan (Design and Build Associate), Bryan Cooper (Lead Carpenter) and Daniel Lopez (General Contractor). Alexander Jeffrey, who is not seen on camera, serves as the Director of the web series.

View the official promo trailer here:

Housing Market 180 According to Harvard Study

After several false starts, there is reason to believe that 2012 will mark the beginning of a true housing market recovery.  Sustained employment growth remains key, providing the stimulus for stronger household growth and bringing relief to some distressed homeowners.  Many rental markets have already turned the corner, giving a lift to multifamily construction but also eroding affordability for many low-income households.  While gaining ground, the homeowner market still faces multiple challenges.  If the broader economy weakens in the short term, the housing rebound could again stall…

Read More: HERE

Source: The Joint Center For Housing Studies For Harvard University

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