Fort Lee, N.J.—Couristanappointed Vincent Circosta as executive vice president of its residential division.
Circosta brings more than 20 years of experience in the flooring industry. He will lead efforts to identify and develop new business opportunities across all account segments. His role includes oversight of the company’s Premiere, Creations and Purity residential broadloom brands, along with its assortment of area rugs.
“Vincent’s strong leadership and diverse experience across sales, merchandising and operations within the flooring industry will bring significant value to our company,” said George Couri, chairman of Couristan. “I am confident that his expertise and forward-thinking approach will help us fully realize our strategic sales initiatives, drive continued growth and further strengthen support for our valued customer base.”
Circosta will also oversee the strategic direction of the residential sales force. His focus will include strengthening relationships with Couristan’s dealer network and expanding the brand’s market presence.
“I am humbled, motivated and excited to take on this new role with such a prestigious brand,” Circosta said. “Today’s customers have an incredible array of options available to them. When it comes to why a partner should choose Couristan, the answer lies in our ability to simply out-service the competition.”
Circosta emphasized a customer-first approach. He said every dealer interaction should deliver value. He also noted that service will play a key role in the company’s continued growth.
“We are grateful for the amazing customers we have today,” Circosta said. “My immediate plan is to examine every aspect of our business to identify opportunities and improve how we serve our dealers. Delivering the very best customer experience is not just a goal. It is our primary mission.”
Under Circosta’s leadership, Couristan plans to expand dealer-focused initiatives aimed at improving operations and supporting long-term growth.
“Sales is a contact sport. The more people you interact with the better your chances of earning a sale. In addition to promoting our business to the masses, we encourage our staff to prospect by joining and becoming involved with as many organizations, clubs and networking groups as possible.”
—Eric Langan
Carpetland USA
(The Langan Group)
Davenport, Iowa
.
“We’ve had the most success through consistent local marketing and a strong online presence, which keeps us visible and competitive in our market. From there, delivering a great customer experience drives referrals and repeat business, which has been a major source of growth for us.”
—Aaron Johnson
Johnson & SonsFlooring
Knoxville, Tenn.
“Because we are a ‘to the trade’ showroom, our prospecting consists primarily of networking and referrals. We attend designer events and work closely with them in their trade organizations. We also rely on referrals from satisfied designers.”
—Tom Connell
M & M Carpet Showroom
Houston
“Prospecting for new business is a daily chore. We’ve had success sponsoring community events and just being out in the community. I also believe in the referral network of previous customers; that network gets larger with every year we are in business.”
—Tom Heffner
About All Floors
Douglassville, Pa.
“We utilize social media platforms quite a bit to advertise discount sales. Most recently up to $1,000 off during the month of March, “Pot of Gold” sale. We recently launched a mailer for new homeowners who have moved into the area. I am hopeful this brings in some business for those looking to remodel their homes.”
Washington, D.C.—Economic uncertainty, rising building material costs and elevated interest rates led to a sharp decline in builder sentiment in April as the housing market enters the spring buying season.
Builder confidence in the market for newly built single-family homes fell four points to 34 in April, according to the National Association of Home Builders and Wells Fargo Housing Market Index released today. This marks the lowest level since September 2025.
“Builder sentiment has fallen back in spring as buyers face ongoing elevated interest rates and growing economic uncertainty,” said Bill Owens, a home builder and remodeler from Worthington, Ohio. “The year started with hopes for housing momentum growth, but risks with respect to the Iran war, energy costs and declines for consumer confidence have slowed the market.”
Survey results
The latest HMI survey also showed that 36% of builders cut prices in April, down slightly from 37% in March. The average price reduction was 5%, down from 6% in March. The use of sales incentives was 60% in April, down from 64% in March. This marks the 13th consecutive month this share has reached 60% or higher.
Derived from a monthly survey NAHB has conducted for more than 40 years, the NAHB/Wells Fargo HMI measures builder perceptions of current single-family home sales and expectations for the next six months as good, fair or poor. The survey also asks builders to rate traffic of prospective buyers as high to very high, average or low to very low. Scores for each component are used to calculate a seasonally adjusted index. Any reading above 50 indicates more builders view conditions as good than poor.
All three major HMI indices posted losses in April. The index for current sales conditions fell four points to 37, while the index measuring future sales dropped seven points to 42. The index tracking traffic of prospective buyers declined three points to 22.
“With oil prices higher in the U.S., 62% of builders reported suppliers have increased building material costs due to higher fuel prices, including gas and diesel,” said Robert Dietz. “Energy costs make up approximately 4% of residential construction material input and service costs. With near-term economic risks elevated, 70% of builders reported challenges pricing homes given uncertainty about material costs.”
Looking at three-month moving averages for regional HMI scores, the Northeast fell two points to 42. The Midwest dropped two points to 41. The South held steady at 35. The West fell three points to 29.
The NAHB/Westlake Royal RMI survey asks remodelers to rate five components of the market as good, fair or poor. The survey measures each question on a scale from 0 to 100. A reading above 50 means more remodelers view conditions as good than poor. The results reflect seasonal adjustments.
The Current Conditions Index is an average of three components: the current market for large projects, moderately sized projects and small projects. The Future Indicators Index averages two components: the current rate of leads and inquiries and the backlog of remodeling projects. The overall RMI is calculated by averaging these two indices.
Current conditions hold steady
“Remodeler sentiment remained generally positive in the first quarter, as it was at the end of last year, even as many remodelers are still working to manage their customers’ cost expectations,” said Elliott Pike, a remodeler from Homewood, Ala. “Only a relatively small share report homeowners putting projects on hold due to economic and political uncertainty.”
The Current Conditions Index averaged 70, edging down one point from the previous quarter. All three components remained above 50. The index for large remodeling projects of $50,000 or more dipped two points to 67, while moderate projects between $20,000 and $50,000 dropped two points to 69. Small projects under $20,000 increased one point to 74.
“Ongoing positive remodeler sentiment is consistent with the NAHB outlook, given an aging housing stock and the lock-in effect of elevated mortgage rates keeping owners in their homes,” said Robert Dietz. “In the first quarter, remodelers reported that 21% of their projects were associated with home improvements made shortly after a purchase, while only 4% were for homeowners’ projects to ready a home for sale.”
The Future Indicators Index averaged 54, down two points from the previous quarter. The component measuring leads and inquiries dipped one point to 53. The backlog of remodeling jobs dropped three points to 55.
But there’s more to it than even that. These multi-purpose adhesives are not only versatile in their application but in their performance, too. High-performance solutions can handle extreme moisture (up to 99% RH), facilitate fast-track installations and much more.
Following are some of the top examples.
Divergent Adhesives
Divergent Adhesives’ U-2753 urethane resilient adhesive is a single component; hybrid urethane adhesive designed for interior and exterior use. Since this adhesive is approved for exterior use, moisture testing is not required for interior installations. This high-performance adhesive is ideal for installations of a wide range of resilient flooring, either modular or rolled material, over concrete slabs with very high moisture content and where the flooring will be exposed to both static and rolling loads, like hospital beds.
Bona
Bona Vertical is a firm elastic, silane-based construction adhesive designed for fast, reliable performance across both horizontal and vertical applications. Its rapid-set formula delivers exceptional initial bonding strength, helping materials stay in place with minimal movement. Ideal for trim, stairs and wall treatments Bona Vertical adheres to a wide range of substrates including metal. The formula allows for accelerated curing with light misting and offers strong holding power while remaining easy to clean from prefinished surfaces.
Bostik
Bostik’s Lock H899 Optimum is a next-generation, zero VOC, one-component hybrid adhesive engineered for maximum performance, speed and versatility in high-demanding areas with heavy foot traffic, rolling loads and temperature fluctuations. Its modified silane polymer chemistry bonds seamlessly across a diverse range of substrates and flooring types. Built for wet rooms and environments with temperature contrasts, it maintains bond strength under topical water exposure with zero warping.
Engineered Floors
Xcessories Pro-Tac adhesive is a modified pressure-sensitive adhesive (PSA) designed to simplify complex commercial installations. Its multi-purpose appeal lies in its application versatility: installers can choose a dry-set method for both porous and non-porous substrates or a semi-wet set for porous surfaces. This adaptability, combined with a low-VOC, low-odor formula, makes it a go-to for demanding environments where both performance and indoor air quality are critical.
Performance Accessories
FlexPress is a multi-purpose adhesive spray that supports a range of resilient plank and tile products, especially newer PVC-free constructions. Its enhanced bond strength addresses dimensional stability concerns, making it a reliable, high-performance option as flooring materials continue to evolve. Another new offering is SimplySpray, a spray-applied solution designed to simplify installation across multiple flooring types. Its upright application reduces installer fatigue while eliminating troweling and extensive subfloor prep, making it both efficient and ergonomic.
TotalWorx
TotalWorx Accessories RockHold is a high‑tack, transitional pressure‑sensitive adhesive built for tough residential and commercial installs. RockHold solves the installer pain point of needing multiple, environment‑specific adhesives by delivering one tall‑tack, moisture‑resistant, flexible adhesive that works across products and conditions. RockHold performs in environments with up to 99% relative humidity and pH 12, making it suitable for high‑risk slabs. The adhesive installs either semi-wet or dry‑to‑the‑touch, giving installers flexibility without sacrificing bond strength and helping retailers stock one adhesive.
Sika
SikaBond T-85 is a multi-use, sound and moisture control hybrid adhesive that cleans up easily off the surface of hardwood flooring when wet or dry. This easy-to-spread product contains zero VOCs, solvents or isocyanate. Providing multiple solutions in one pail, it offers moisture protection up to 12 lbs./85% RH, crack bridging and sound reduction for full surface wood floor bonding. Once cured, SikaBond T-85 features a tenacious bond, high elongation and permanent elasticity, allowing planks to expand and contract without damage to the adhesive.
Taylor Adhesives
Dynamic is a multi-functional adhesive for maximum versatility and performance. It utilizes cross-linking technology to combine pressure-sensitive flexibility with firm-set strength, delivering extended working time, aggressive tack and fast dry times. Compatible with multiple flooring types, it offers exceptional moisture tolerance and complies with low VOC requirements.
Resolute RT, a second product, is a high-performance, single-component, moisture-cured adhesive. It provides a hassle-free, installer-friendly solution with no mixing required, helping save time and reduce complexity on the jobsite.
Washington, D.C.—In a sign of ongoing affordability challenges and a tepid housing market, single-family construction fell across all geographic regions in the second half of 2025. The exception was low-density, low-populated micro counties. Multifamily construction posted gains across all geographic regions.
These are the major findings of the latest Home Building Geography Index from the National Association of Home Builders for the final two quarters of 2025. The report was delayed due to last fall’s government shutdown and includes data for the third and fourth quarters.
“The HBGI data highlight how affordability and space needs are driving home construction toward lower-density markets,” said Bill Owens, a home builder and remodeler from Worthington, Ohio. “Large metro core counties saw the steepest single-family decline while smaller and micropolitan areas with lower land and construction costs gained momentum.
The HBGI is a quarterly measurement of building conditions across the country. It uses county-level information about single-family and multifamily permits to gauge housing construction growth in various urban and rural geographies.
“While single-family home building continues to face challenges across most of the nation, multifamily construction strengthened across every region in the fourth quarter following two years of uneven performance,” said Robert Dietz. “Growth returning to large metro core counties coupled with sustained construction in smaller markets signals a more balanced and geographically diverse multifamily sector heading into 2026 than in years prior.”
Single-family trends by geography
The index registered declines for different-sized single-family markets in the fourth quarter. The exception was micro counties, which posted a 1.6% gain. This marked the seventh straight quarter of construction growth in these counties.
Large metro core counties reported a 12.8% decline in the final quarter of last year. This was the largest year-over-year four-quarter moving average decline since 2023.
The HBGI geographic trends mirror the national trend in 2025, as single-family permits were down 7.4% from 2024.
The geographic composition of single-family construction continued to evolve in 2025. Large metro core counties lost 1.0 percentage point of market share between the fourth quarter of 2024 and the final quarter of 2025. Small metro core counties remained the largest market, adding 0.3 percentage points in market share. Micro counties posted the largest gain, up 0.6 percentage points from 2024.
The fourth-quarter HBGI shows the following market shares in single-family home building:
15.1% in large metro core counties
24.2% in large metro suburban counties
9.3% in large metro outlying counties
29.4% in small metro core counties
10.5% in small metro outlying areas
6.9% in micro counties
4.5% in non-metro or micro counties
Multifamily construction up across the board
Multifamily construction posted gains across all geographies in the fourth quarter. This marked the first time all geographic sectors showed quarterly growth since 2023.
Micro counties recorded the highest growth in the fourth quarter, up 14.0% on a year-over-year four-quarter moving average. Large metro outlying counties posted the lowest growth at 1.9%.
Market share of multifamily construction shifted in the fourth quarter of 2025. Higher levels of multifamily construction in smaller, less densely populated areas remained. Small metro core counties saw the largest increase, gaining 0.6 percentage points. Large metro outlying counties posted the largest decline, losing 0.5 percentage points. Other geographies saw little change.
The fourth-quarter HBGI shows the following market shares in multifamily home building:
35.1% in large metro core counties
26.4% in large metro suburban counties
3.7% in large metro outlying counties
25.1% in small metro core counties
4.9% in small metro outlying areas
3.5% in micro counties
1.2% in non-metro or micro counties
Strong consumer demand for real wood flooring is driving sales at the middle to upper end of the market.
Ongoing and intense competition from wood look-alike categories. Maintaining the category’s value proposition in an increasingly price-driven market. Contending with the impact of tariffs in a segment that’s dependent on a blend of both sourced and domestic production. Overall economic concerns centered on slow mortgage rate movement and wars in certain regions of the world. These are just some of the issues manufacturing executives identified as the top challenges facing the U.S. hardwood flooring market today.
“The market is being shaped by a combination of macroeconomic pressure and global uncertainty,” said Jerome Goulet, vice president of marketing, Mirage. “Interest rates and slower housing activity continue to weigh on demand, particularly in new construction. At the same time, global conflicts and trade tensions are creating volatility in energy, transportation and raw material costs.”
“Importers are now required to manage cash flow more conservatively, which directly impacts purchasing and inventory strategies,” said Louie Wang, senior vice president of sales, Johnson Hardwood. “High-cost engineered wood products, in particular, must be forecast with greater precision. This has, in some cases, led to tighter inventory positions and potential shortages.”
Many hardwood flooring suppliers rely on a mix of domestically produced and sourced products, although the tariff situation has caused a lot of uncertainty.
Indeed, some companies are making progress in solving that puzzle. Take Mohawk, for example. Although the company sources its wood program, it was able to adjust quickly in a tariff-driven climate. “We didn’t have to do a lot of moving product from point A to point B or a different country, and that’s been helpful for us,” said David Moore, vice president, product management, Mohawk. “But we have seen the impact of tariffs. We planned for it, and we certainly absorbed as much of it as we could and tried to offset it as best we could. However, we did have to pass some of those costs on to the retailer. It’s not something that anyone wants to do, but it’s just a situation where there’s not enough margin in the supply chain to absorb a 20% increase in costs.”
It’s a tricky environment to navigate, Moore noted, in an era defined by uncertainty. “There’s a lot of ‘they’re off, they’re on, now it’s a different tariff,’” he explained. “It’s 15% today, but it could go to 25% tomorrow. We felt like there was a little bit of stability when everything had landed, and we planned for that. Now we’ve entered back into an area of instability. Right now we’re just waiting to see how we’ll react as we get more confidence in a clear forward path that we’re going. It is what it is, unfortunately.”
Shaw, which also sources some of its wood flooring products, is taking a strategic view as well. “We are a firm believer that a balanced approach in sourcing and manufacturing hard surface is important,” said Benjamin Liebert, president, residential, Shaw. “We do source a number of products with select partners abroad. This gives us a ton of flexibility in what I call the ‘make vs buy.’ You can make it or you can buy it, but ultimately our goal is to own the innovation, to have the intellectual properity and work with our partners to do that.
“At the same time, we are also making investments here domestically. We have a hardwood facility in the Northwest Georgia area that continues to play a huge role in our hardwood with investment and product launches.”
For some companies, including AHF Products, tariffs don’t present much of a challenge. But then again, few domestic hardwood flooring suppliers can tout the stateside manufacturing footprint that AHF has—even though the company does import some engineered products. “Domestic manufacturing delivers real advantages for our customers,” said Milton Goodwin, senior vice president-product management, wood. “It means shorter lead times, better service consistency and the ability to support projects without disruption.”
Goodwin cited key benefits of U.S. manufacturing:
Faster and more predictable lead times to keep projects on schedule
Consistent product quality supported by controlled manufacturing processes
Reliable supply and reduced risk of disruption
Protection from tariff volatility and global sourcing uncertainty
High domestic content that is able to support customer preferences and project requirements
Competitive pressures
Macroeconomic issues aside, hardwood flooring manufacturers are also facing pressures from competing hard surface categories, including LVT/WPC and laminate. The key to recouping lost market share, wood proponents say, lies not so much in playing the pricing game but rather emphasizing wood’s unique attributes. As Mirage’s Goulet put it: “The challenge is not just demand, but ensuring the long-term value of real wood remains clearly understood in a more price-sensitive environment.”
Yvette Shroyer, director of marketing, Urbanfloor—another supplier that’s focused on the upper end of the market—also attested to the competitive margin pressures created by the increased consumption of today’s popular resilient flooring options. “As lower-cost hard surface alternatives like SPC and laminate continue to improve in both performance and aesthetics, they are capturing share at the more price-sensitive end of the market,” she explained.
Johnson Hardwood’s Olympus line
For Johnson Hardwood— which in recent years has expanded beyond its wood roots to include WPC, SPC and laminate—attested to the gains wood look-alike products have made. “Categories such as water-resistant laminate and WPC have been gaining market share at a rapid pace,” Wang said. “These products resonate strongly with today’s consumers due to their durability, color consistency, on-trend visuals and ease of maintenance. As a result, they are increasingly competing with—and in many cases replacing—traditional hardwood options in a wide range of applications.”
These competitive dynamics, industry experts say, are changing the way hardwood is being positioned in the marketplace. Specifically, it’s altering the mix of product tiers at retail. “Hardwood has lost ground in the ‘good/better’ middle of the market,” said Jamann Stepp, senior vice president, hard surfaces, Stanton Design. “When the price of hardwood jumps, consumers generally trade down. This is especially true in the remodel/multifamily category.”
The result, observers say, is hardwood is pushed into a narrower premium niche category—“where the average price point at retail is much higher than LVT/rigid core and the average square footage per order is also substantially higher,” Stepp added.
In that same vein, Johnson Hardwood cited sales data showing what Wang called “a bifurcation” in performance: higher-end engineered products (featuring thicker wear layers, 5/8– to ¾-inch profiles and premium grades) continue to perform well, as do entry-level options such as 3/8-inch products. “However, mid-tier products have experienced a noticeable decline in volume, suggesting that constrained spending power is influencing purchasing decisions.”
But some say that slower hardwood flooring sales activity at the opening price point might not necessarily be a bad thing for the hardwood category. As Wade Bondrowski, director of sales, U.S. at Mercier, explained: “The popularity of less-expensive wood look-alikes have reduced demand for entry-level wood flooring, and that has benefitted companies like ours that focus on the upper-mid to high end of the market.”
Industry observers agree that the ongoing price battle among less expensive competing hard surfaces presents a valuable opportunity for wood specialists.
“More than ever, manufacturers and retailers have an opportunity to differentiate beyond price, highlighting the enduring value of genuine hardwood through design, quality and authenticity,” Urbanfloor’s Shroyer stated.
Mirage’s Goulet concurred. “We are focused on reinforcing the value of real wood through innovation, strong design and a product offering that addresses different needs and price points. Hardwood remains a premium, high-value material, and over the long term its durability and authenticity position it well against alternative products. At the same time, we’re doubling down on service, ensuring our partners can rely on consistent lead times and product availability. In a more uncertain environment, reliability and support are key differentiators, and we continue to optimize our operations to deliver that consistency.”
If hardwood is indeed being more relegated to that upper-mid to high-end niche, that’s just fine with some suppliers. “In our engineered hardwood portfolio, we’re definitely seeing a lot of healthy activity there,” Mohawk’s Moore said, citing in particular the 9/16– and 5/8-inch-thick products featuring 3mm and 4mm face veneers. “There’s a lot of activity there because the people who are remodeling are the ones who don’t necessarily see inflation as a problem. They’re not having to worry about all of the increased costs that they’re seeing. They’re on the higher end of the socioeconomic status, which typically lends itself to being a wood consumer.”
Today’s most popular wood colors range from light neutrals, beiges and taupes to medium brown hues. Pictured is L’Artisan from Tarkett Home.
The demand for high-end wood flooring has inspired the creation of products that reflect an upscale appeal. Case in point is Tarkett Home’s L’Artisan, which was designed around what today’s homeowners are looking for: eye-catching visuals, simple choices and the option to personalize their home without paying the price of custom hardwood. Featuring European white oak, the new line comes available in 10 colors ranging from light neutrals, beiges and taupes to the on-trend medium brown hues. Each color is offered in two different formats—a broad width plank that is 9.5 inches wide with varying lengths up to 86 inches long, and a classic, narrow width plank that is 3 inches wide and up to 47 inches long. Four colors are also available in a herringbone format, a classic visual that’s resurging.
Outlook for remainder of 2026
Despite the numerous challenges facing the U.S. hardwood flooring market, executives remain largely optimistic—if cautiously. “We remain confident in the medium to long-term outlook,” Mirage’s Goulet said. “While the market is currently impacted by economic uncertainty, these are cyclical factors. As conditions stabilize and housing demand recovers, we expect the category to regain momentum.”
For sure, all eyes will be on the housing market. “We recognize that external market forces will play a pivotal role in shaping business outcomes this year,” said Danielle Lancianese, director of hardwood & laminate, Shaw. “The performance of the housing market is the most significant factor impacting the industry.”
AHF Product’s Goodwin agreed. “If lower interest rates convince more builders to start building houses, that’s going to help our engineered wood business. That’s because most housing is being built in the southern part of the U.S.”
For his part, Mohawk’s Moore is going to be keeping a close watch on world events. “We’re watching international freight and logistics closely with what’s going on in Iran,” he said. “We haven’t seen a huge impact yet, but it typically takes a little while to work through the network of ocean freight. Again, it’s a little bit more of the wait-and-see approach, but that’s certainly something we’re having conversations about.”
Fort Lee, N.J.—Couristan appointed Vincent Circosta as executive vice president of its residential division.
Every two weeks, 
“Sales is a contact sport. The more people you interact with the better your chances of earning a sale. In addition to promoting our business to the masses, we encourage our staff to prospect by joining and becoming involved with as many organizations, clubs and networking groups as possible.”
“We’ve had the most success through consistent local marketing and a strong online presence, which keeps us visible and competitive in our market. From there, delivering a great customer experience drives referrals and repeat business, which has been a major source of growth for us.”
“Because we are a ‘to the trade’ showroom, our prospecting consists primarily of networking and referrals. We attend designer events and work closely with them in their trade organizations. We also rely on referrals from satisfied designers.”
“We utilize social media platforms quite a bit to advertise discount sales. Most recently up to $1,000 off during the month of March, “Pot of Gold” sale. We recently launched a mailer for new homeowners who have moved into the area. I am hopeful this brings in some business for those looking to remodel their homes.”
Washington, D.C.—
Washington, D.C.—The 
Divergent Adhesives
Bostik
Engineered Floors
Performance Accessories
TotalWorx
Sika
Taylor Adhesives
Washington, D.C.—In a sign of ongoing affordability challenges and a tepid housing market, single-family construction fell across all geographic regions in the 
