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Havwoods' flooring featured in New York eatery

New York City, N.Y.—Local Leaf, a newly opened, fast-casual eatery serving healthy gourmet fare in New York, caters to discerning Manhattanites who appreciate locally sourced ingredients. When designing the space the design team chose raw elements to create a backdrop for the vibrant produce found on the menu and additionally incorporated hardwood flooring supplied from responsibly managed forests.

The New York City-based Ovadia Design Group turned to Pureplank’s Luneray from Havwoods International to brighten the space with color and contrast against the painted brick and white walls. Hardwood is a key element for the design of Local Leaf, providing a warm aesthetic throughout. The Luneray planks, sealed in matte lacquer finish, can be seen from glass doors and invite passing New Yorkers inside.

Pureplank’s Luneray was easy to install, according to the installers. The planks have engineered grooves that click into one another to assure the finished installment will not buckle. For the architectural interior design firm, clicking each plank into one another was easier than stapling and nailing wood, thus providing a clean look.

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Havwoods hires first North American showroom manager

New York, N.Y.—Havwoods International has hired Sophie-Zacha Lameret as the company’s first North American showroom manager, for its showroom in New York City.

Lameret joins Havwood’s North American team with over eight years of experience in business development and brand management. In her role, she will create a strategic business development plan for the new showroom to help increase traffic, secure quality sales leads and propel Havwoods across the North American market. Having previously worked in the construction business as a business development consultant, Sophie’s role will expand the firm’s brand and help build the brand’s relationship in the regional architecture and design market.

Founded in Great Britain more than 40 years ago, Havwoods International opened its first showroom in North America last November. Located in the Flatiron District, the new showroom opened with the goal to accommodate the brand’s growing U.S.-based clientele while allowing them to further expand their project portfolio in the North American market.

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Havwoods International takes Manhattan

Grand opening of New York-based designer showroom welcomes A&D community

 

By Reginald Tucker

IMAG1226New York—UK-based Havwoods International, a supplier of custom-crafted, mid- to upper-end hardwood flooring, officially opened its first showroom here in the trendy Flatiron section of New York City. The move follows its previously announced plans to expand the brand to the U.S. market.

The new, 3,000-square-foot-plus showroom—located at 155W 18th Street—enables specifiers to browse through the space freely, even if they don’t have an appointment. The design, which boasts accent lighting in a streamlined, uncluttered space, is in keeping with the layout of Havwoods’ showrooms in Europe and other parts of the world in which it maintains a presence.

“With this showroom we are trying to take the pain out of selecting a hardwood floor,” said Anthony Scott, head of business development, Havwoods International. “The space is easy to navigate, highlights our signature products and allows customers to roam the space and view samples. They can pull the boards out of the drawers or select samples from the designated areas.”

At every turn, visitors to the showroom have the opportunity to sample signature Havwoods collections. For example, boards from the upper-end Hand Grade line (approximately Screen Shot 2017-09-22 at 12.12.38 PM$25 per square foot) are installed on the floor throughout the space, while medium-sized sample boards from the Henley, PurePlank and Relik lines, to name a few, can be lifted from strategically placed, waist-high sample stands. Along the perimeter of the space, visitors may also select from smaller swatches.

Other eye-catching amenities include large-screen video monitors featuring “loops” of some of the company’s marquee installations from around the globe. “The videos showcase installations we have done around the world, including here in the U.S.,” said Allan Singh, Havwoods general manager, North America. “This gives designers various ideas while showcasing our extensive product portfolio and our brand.”

The showroom also features a quiet space where Havwoods representatives can meet privately with potential clients to hash out additional details of a particular job. The consultation room is also equipped with video conferencing capabilities to allow more people to participate in project discussions remotely.

Expansion on the horizon
As Havwoods expands its footprint here in the U.S., the company is working to ensure it maintains adequate inventory to meet any anticipated needs. To that end, it is looking to establish additional warehousing space beyond what it already operates in Maryland.

“We service the U.S. market primarily through our distribution center in Belcamp, but we are outgrowing that facility,” Scott said. “Havwoods has an advantage in that we hold real estate interests around the world, and we have plans in place to boost our warehousing operations. This might entail locations on the East Coast or even on the West Coast to service our clients in that part of the country.”

(For more on this story, look for the upcoming edition of GO magazine, our sister publication.)

 

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Havwoods marches into the U.S. market

U.K.-based supplier looks to extend its brand to America’s retail, distribution and A&D communities.

By Reginald Tucker

 

Screen Shot 2017-02-24 at 12.36.03 PMHavwoods International, a U.K.-based supplier of hardwood flooring products with 40-plus years experience in the business, is looking to expand its global footprint. The company—which specializes in wide-plank, oil-finished, European oak products featured in high-profile commercial/hospitality establishments as well as upscale residential applications—has its sights firmly set on the U.S. market.

The strategy, according to Allan Singh, general manager, North America, hinges on several components: establishing a warehouse facility to help fulfill distributor and retailer orders; tailoring products that cater to local tastes and preferences; targeting the A&D community to boost specifications; and developing a marketing/social media strategy to drive consumer awareness of the Havwoods brand.

The first phase of that strategy has been realized via the recent grand opening of a 18,000-square-foot warehouse and distribution hub in Belcamp, Md. Shipments have already been dispatched to customers in California, Florida, Missouri, New York, Nevada and Utah, with more inbound shipments on the way. All 200 lines developed for the U.S. market are stored at the center.

“Looking at our global strategy, we saw an opportunity to launch the Havwoods brand into the U.S. market,” Singh told FCNews, citing the success the company achieved in other regions around the world, namely Australia and the United Kingdom. “We have been selling products in the U.S. for a while now due to the projects specified through architects and designers in America. With our distribution center now up and running, we are looking to establish a showroom in the New York area in the spring.”

The next component entails the development of a product portfolio based on trendy styles, formats and colors U.S. consumers and end users crave. To that end, Havwoods has created what it calls a “Wood Book,” a well-researched catalogue of products tailored for a specific market.

“Each country has its own book, with different products based on the market we are in,” Singh explained. “It gives architects and designers—our primary customer base—a full depth and breadth of products from which to choose and provides talking points for their clients looking to set themselves apart from their competitors by creating a unique space.”

Screen Shot 2017-02-24 at 12.35.55 PMHavwoods’ offering for the U.S. market is indeed broad. Available products range from in-demand solid and engineered offerings as well as specialty reclaimed wood floors. Designs include wide-plank, chevron and herringbone patterns, as well as unique painted floors. Signature lines include: The Italian collection, TrikBrik, Venture plank and Vertical (wall surfaces); prices run the gamut from $3.55 all the way up the ladder to $22.40 (reclaimed). According to Singh, the bulk of the products fall somewhere in the $5-to-$8 range.

While Havwoods does not own manufacturing plants, it partners with several reputable manufacturers in Europe. That’s certainly not a shortcoming in the company’s eyes; many of its clients can speak directly to the product quality. “Havwoods are always happy to go out of their way to assist us and make sure we get exactly what we’re after,” said Tayla Reynolds, principal with KW Interiors, based in Australia. “Their professionalism, efficiency and great range of timbers is what encourages us to specify Havwoods whenever we can.”

Will Ashworth, managing director of the Watergate Bay Hotel, Cornwall, U.K., shares a similar experience. “I have worked with Havwoods on several challenging projects over the last few years, and each time they have exceeded expectations. Buying a wood floor is easy, but securing exactly the right floor for the application at the right price requires the professional expertise of the Havwoods team.”

By design, Havwoods puts a lot of emphasis on the A&D market. Some of its marquee installations can be found in high-profile venues such as Marriott hotel properties, Pret a Manger locations and other well-known restaurants including Nando’s and Giraffe. As Singh recalled: “In 2005 we changed our strategy on how best to market our products. We started looking into the specification market by getting in contact with more architects and designers. That’s where we started seeing the greatest potential.”

However, Havwoods is not limiting its focus. Despite a crowded U.S. field, the company still sees opportunities via traditional distribution channels as well as potential direct-to-retail partnerships. “Our main clientele is the architect and designer, but we are also targeting flooring distributors and contractors,” Singh said. “We are also looking at the major trade shows such as Domotex, NeoCon and Surfaces, and we are utilizing the various social media networks to reach the consumer.”

DID YOU KNOW…
Havwoods International is a family-owned company founded by Henry Wiley in 1975. He started making solid parquet floors reclaimed from the Liverpool docks in the U.K., before moving on to produce new solid oak boards for the flooring market. Henry’s son Oliver joined the company in 1980, expanding the line to include more durable engineered products. Today, Havwoods has a presence in five different countries with agreements in place with various manufacturing partners around the world. It also currently operates designer showrooms in Berlin, London, Rome, Sydney and Melbourne. A New York location in is the works.