European oak… or perhaps not quite what you’re used to? What if the solution to the scarcity and high price of Prime Grade doesn’t lie in new wood, but in a revolutionary treatment of readily available oak?

European oak is becoming rarer and more expensive by the day. This is especially true for Prime Grade or a beautiful, subtle rustic grade. And even when it is available, it is often barely affordable.

After three years of intensive development, testing, and refinement, we have achieved a breakthrough. It’s not a traditional new product, but an innovative wood treatment and construction technique that delivers the look and quality of Prime Grade—without the limitations of availability and price.

A smart solution to a growing problem.

Discover the revolution in engineered hardwood flooring.
Smart people will understand.
Only Floors. No Bullshit.