New Jersey Embraces Natural-Looking Finishes

In the past year, Newark, N.J.-based Wix Flooring has received many requests for raw, natural-looking finishes. Owner Alessandro Montoro says his company has been using a lot of Loba Invisible and satin finish water-based urethane to achieve this look. The lighter, more natural look has replaced the gray and dark brown trends that dominated his market over a year ago. For Montoro, he prefers the natural when the wood is in good condition, but he misses the darker brown stains because they are “timeless and never disappoint.”