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Bruce® Introduces LifeSeal™ Reserve Rigid Core Flooring: Inspired by Nature, Built for Life


Bruce® is introducing LifeSeal Reserve™, a new rigid core flooring that delivers 100% waterproof protection to stand up to the busiest of homes and light commercial spaces, without sacrificing comfort or style. In addition, the flooring features the company’s new Cleantivity™ antimicrobial coating technology which inhibits the growth of bacteria, mold and mildew.

The fine detail and authentic character found in natural hardwood, stone, and marble has been reimagined in Bruce LifeSeal Reserve. This carefully curated, resilient floor collection features a luxurious array of designs in muted textures and in wide widths. It features trending white oak visuals, reflecting soft colors and natural tones to create comforting interior spaces. Wider width planks and tiles are offered in an on-trend matte, low gloss finish. These aesthetics fit into the Japandi design trend of meshing Japanese design aesthetics with Scandinavian pale minimalism. Also popular are rustic, artisanal looks and tactile surfaces that embrace natural imperfections, especially in wood looks.

“As one of the largest manufacturers of hardwood products, we have the benefit of intimately knowing what consumers, retailers and designers are looking for in hardwood.  These hardwood trends have a direct correlation to what we develop for our rigid core collections,” said Senior Design Manager Sara Babinski. “For some time now, the biophilia trend – bringing the outdoors in as a close connection to nature into the home – has been trending and has become even more important during this time when most of us are spending a lot more time indoors.  The biggest trend in flooring, of course, is the wood visual itself.”

According to Babinski, marble and stones also are trending as both timeless classics and innovative looks in contemporary and traditional design. “It’s a natural look and pairs well with wood looks,” she said. “What’s unique in this collection is the ability to mix wood and stone visuals and create seamless transitions in a single installation.”

LifeSeal Reserve coating with Cleantivity Antimicrobial Technology is a breakthrough coating system that provides best-in-class protection. The special formulation is infused with an integrated technology to not only provide superior resistance to scratches and stains, but also offers easy cleanability, and the Cleantivity antimicrobial technology inhibits the growth of bacteria, mold and mildew.

Beautiful and durable, the floors can be installed in any room and on any level, including three season rooms and rooms with direct sunlight. The 100% waterproof planks are easy to maintain, and LifeSeal Reserve is uniquely built to withstand it all, including dents, scratches, spills, stains, and fading from sunlight. The floors perform well at high and low temperatures, from zero to 200 F. 

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AHF Products is the leader in hardwood flooring with a family of strong brands serving the residential and commercial markets. With decades of experience in award-winning wood flooring design, innovation, product development, manufacturing and service, we improve the quality of people’s lives through great products and a deep commitment to outstanding customer service. Our flooring brands include Bruce, Hartco, LM Flooring, Robbins, Capella, HomerWood, Tmbr and Parterre.

Headquartered in Mountville, Pennsylvania with manufacturing operations across the United States and in Cambodia, AHF Products employs over 2,400 dedicated team members.

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