ATLANTA - When it comes to new products, at IWF, Wilsonart is highlighting new surface introductions inspired by the beauty of natural wood for walls, doors, cabinets, and other interior products. The company is exhibiting at IWF booth # C1640

“Wilsonart is revolutionizing the woodworking industry by setting a new standard of innovation, realism and elegance with a number of wood-inspired surface introductions,” said Andrew Korzen, president and CEO for Wilsonart. “The star of the show is our Wilsonart Woodgrains introductions designed to rival the affordability, durability and sustainability of wood veneer in wood-like designs that are so real, it’s unreal.”

According to the company, Wilsonart Woodgrains is a next-generation design material that does everything wood veneer can’t while emulating the warmth and authenticity of natural wood, making a striking impact. The collection’s 16 new bookmatched woodgrains reflect the natural character of wood like never before and replicate an endless variety of species, cuts, stains and finishes, captured in a tougher, more sustainable material than wood veneer. New designs range from light, layered, ashen woods that create a mood of understated luxury to deep, moody hues, adding a dramatic ambience and sophistication. Timeless species like walnut, teak and mahogany in warm mid-tones are also available and lend an iconic retro-modern simplicity to resimercial spaces. Wilsonart Woodgrains is available in panoramic no-repeat sheets that offer zero repetition across the full length and width of 5x12-foot or 4x8-foot sheets.

Wilsonart Woodgrains boasts the look of woodgrain without the markup on species, grade or cut of wood veneer. In fact, the company says, the collection offers up to three times savings on total installation price, with better value throughout product lifespan. Wilsonart Woodgrains also offers benefits to the ecosystem, avoiding harvesting old-growth forests by using an average of 23% post-consumer recycled content. All species are always available, including trending, exotic and rare woods, and are never subject to the volatility of the wood market, the company adds. 

Wilsonart invites IWF attendees to put this to the test with the new Wilsonart Woodgrains vs. Wood Veneer Calculator. The tool demonstrates firsthand how Wilsonart Woodgrains can put more money back into their pocket. Users are prompted to pick a species for their project and then enter the project’s size and approximate margin. The tool then populates their project results and shows the approximate profit and customer savings over traditional wood veneer.  

Other introductions include: The LUJO Collection Silken Wood Finish; Wetwall Waterproof Wall Panel System Pro Plus Collection; and Wilsonart NF702/703 and NF742/743 Adhesives non-flammable contact adhesives. 

A new introduction in the LUJO Collection is the Silken Wood matte finish that features subtle woodgrain movement and a silky touch. This tactile quality is paired with visual features found in a quarter-sawn grain structure, like open or dense ticking in linear arrangements. The Silken Wood matte finish is available in five designs including Anderson Cherry (8266K-17), Brookfield Elm (8261K-17), Granville Cherry (8265K-17), Harrison Elm (8262K-17) and Newlands (8268K-17). 

Wetwall, a Wilsonart company, recently launched its new Wetwall Pro Plus collection, designed specifically for larger-scale commercial projects. Offering efficiency, durability, and aesthetic appeal, the Pro Plus Collection features 11 designs inspired by nature that beautifully mimic the looks of woodgrains, marbles, and more, while cutting back on labor, time, and cost without sacrificing beauty, Wilsonart says.

Wilsonart's NF702/703 and NF742/743 non-flammable contact adhesives come in clear and green-dyed versions, meeting DOT "green diamond" standards for ease of shipping and storage. 

“Our high-performance introductions elevate residential and commercial design by offering endless inspiration and cutting-edge products to enhance all of life’s moments – beautifully, efficiently and sustainably,” said Korzen.

Going beyond the surface: Sustainability initiative
Wilsonart is furthering its commitment to sustainability by partnering with Forest Nation. The company invites IWF attendees to help plant trees in Tanzania, creating sustainable livelihoods for local communities affected by deforestation. This project creates jobs for women, generates income for farmers through agroforestry and educates local youth. IWF attendees can visit Booth #1640 and have their badge scanned to plant a tree with Wilsonart through Forest Nation. The company will plant 10 trees in Tanzania in their honor for every tree planted. 

For more information about Wilsonart's new products and initiatives shown at IWF, visit wilsonart.com/iwf.