SAN FRANCISCO—There is a new attitude in hardwood flooring, noted Jeanette Lam of Struxtur. “It goes against the grain. It’s an attitude born from the truth that hardwood can add vibrancy to life. Hewn is here to refreshand renew interior design by breaking the rules.”
Available in 28 decorator colors, choosing hardwood is lively and fun—and the debut of Hewn helps you do just that with the insights of renowned designers, she added. “With hard-cut edges as well as surfaces hand-scraped through a unique proprietary process, Hewn gets every detail right.”
Today’s homes are designed to fit busy lifestyles and demands flooring that offers convenience and durabilitywithout skimping on style. Now, with the launch of Hewn: “Hardwood With Attitude,” Struxtur allows “hip, urban, fashion forward homeowners and designers to have it all,” Lam said, “with three lines of premium flooring with a broad designer color palette, hard-cut details or smooth surfaces, hand scraping that is truly modern not traditional, and professional design elements that help you create the perfect look for any home.”
Launched just last month, Struxtur redefines hardwood selling as well as hardwood flooring through its revolutionary sales and marketing approach,Lam noted. “Backed by a team of seasoned interior designers, architects and marketers, the company’s collective vision to bring style and fashion to the flooring industry can be seen everywhere—from an eye-catching, brightly colored retail display, featuring large, silk screened images of smiling faces; to brightly colored acrylic retail point-of-sales tools including tote boards, handsets, counter cards and architectural folders, and to the progressively named and color coded E/Series, R/Series and M/Series; think BMW.”
With Hewn, it’s all about the experience, she noted, and assisting the homeowner in selecting the perfect floor that expresses her style and individuality. “Enlisting the talents of Larson & Shores Architects, we’ve done away with the bland specification information and photos of stock homes normally found on display wood samples, replacing it with extensive visual and textual interior design tips.”
In addition to room perspectives and color stories, Struxtur offers field and accent color paint chips on every board, selecting paint selections from Benjamin Moore, as well as fabrics, wallpapers and compatible furniture and home accessories to compliment each floor.
The consumer can easily find her favorite style and color while retailers can easily make recommendations by just flipping over the sample, Lam concluded.
For more information on Struxtur, please call 650.873.8029.
