Now in its fifth year of U.S. operations (importing and distribution), Max Windsor Floors continues to expand and grow. This California-based supplier of high-end, engineered hardwood has flourished, even through the last two years of economic shrinkage.

Its ownership has a long and distinguished history, as well as a profound knowledge of responsible forestry practices dating back more than 40 years. During this time, the Three Wise Men (TWM), Max Windsor’s founders and owners, have been manufacturing hardwood floors for export to Europe and Asia, as well as a broad range of other wood products, including traditional and rustic furniture, ceiling fan blades, wooden parts and accessories for various industrial uses.

The Three Wise Men selected a remote district of northeast China as their principal manufacturing location for wood flooring, near Russia and North Korea, and adjacent to large forest lands owned and managed by the provincial government. As is customary, a partnership was formed between them and the local government, forged on the willingness of TWM to invest heavily in plant and equipment, and hiring readily available local workers. Since the government managed the growth and harvesting of trees (a rare natural resource in China), TWM were encouraged from day one to set up their production facilities in the most environmentally friendly manner conserving both raw materials and energy in the production process.

In recognition of TWM’s track record and ongoing compliance with environmental regulations and management practices, the Forest Stewardship Council (FSC) has awarded its factory with FSC certification.

With each passing day, contractors, commercial specifiers and consumers are demanding more products from their suppliers, which reduce or eliminate damage to the planet. Not only does this help the environment, it opens a tremendous business opportunity to those who can build a “greener mousetrap.” Mindful of this, Max Windsor USA has been taking steps to create the environmentally ideal hardwood floor.

Its new generation product line, slated for introduction at Surfaces 2009, sets a standard that answers the question, “How green can a wood floor get?” The company believes it will be the first hardwood line to conform to environmental standards to the point that each and every plank in its 16-SKU collection will have the FSC certification number and logo etched onto the back.

“When it comes to going the extra mile for the environment, others may talk the talk; we walk the walk,” said company spokesperson Joannie Liu. “Not only in our demand for wood of impeccable environmental origins, but in the critical areas of engineering and surface finish, we have spared nothing in our development of a truly ‘new generation’ of hardwood.” Max Windsor has a new and exciting collection still in the works, pending the publication of “blind test” results. Testing is now under way. Come visit the Max Windsor Floors showroom space #1648 at Surfaces 2009 in Las Vegas for updates and possibly a sneak peak of the new collection.