collaboration is achievement Everest
In design, wood floors reveal their best when minds unite. Each grain speaks a story of strength and endurance. Collaborators, the designers with their storyboards of inspiration in hand, and WD’s hardwood flooring innovators will help choose the right species, the right color, and look, and WD craftsmen will shape raw planks into seamless beauty. Together, they balance the bold with the subtle, revealing the essence of craftsmanship. Each joint snug, every finish authentic—no excess, just the pure grain underfoot. In this partnership, precision meets passion, and the floor becomes not just a surface, but a canvas of warmth and character. Thus, through collaboration, wood flooring rises to its pinnacle, where every step tells a tale of timeless artistry and shared vision. All this while focused on sustainbility: past, present and future.
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trailblazers in sustainability
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Meet the hardwood flooring innovators
Peter Connor, Owner Manager/President. Peter is a fifth-generation timberland owner, lumberjack and lumberman. He currently is the President of WD Flooring, Vice-President of Nicolet Hardwoods Corp. Peter currently sits on the Boards of the Lake States Lumber Association, The Maple Flooring Manufacturers Association and the Hardwood Federation PAC. Previously, Peter was a board member of the National Wood Flooring Association and the Hardwood Manufacturers Association. He also distills gin (legally) from Maple sap. Email Peter at peter@wdflooring.com
Joe Verich, Executive Vice President. Joe grew up in Laona, WI. After graduating from the University of Notre Dame, his first professional experience was in sales and construction management. Joining WD Flooring in 2006 in Minneapolis, he developed our showroom concept, and oversees the Minneapolis, Denver, and St. Louis showrooms. Joe strives to deliver exceptional customer service and high quality, innovative, flooring to our customers. He’s a proud husband and father of 3. His spare time includes water skiing, alpine skiing, golf, and enjoying the outdoors. Email Joe at joe@wdflooring.com
Gina Mooers, Design Consultant & Showroom Manager (Denver). Gina became a valued member of WD in 2021. After relocating to Denver in 2020, she seized the opportunity to dive into the vibrant design industry. Gina found herself captivated by the world of green building and WD proved to be the perfect match for her passion. Gina cherishes the strong relationships she has built with architects, builders, designers, andindividual clients. In her leisure time, she loves to travel, attend concerts, and embrace the great outdoors through hiking, biking, and skiing with her husband, their three boys, and their dogs. Email Gina at gina@wdflooring.com
Mike Gaines, Product Specialist & Showroom Manager (Louisville). Mike has 20 years of experience in the Hardwood Industry. He enjoys working directly with designers and firms to meet and exceed their flooring needs. He was a recipient of the 2024 Hardwood Floor of the Year, and recently worked on projects for Churchill Downs and Valhalla Golf Club – which made him love what he does for his clients even more. Mike is a proud father of two, and his spare time includes, hiking, time with family and friends, gym, and traveling. Email: mike@wdflooring.com
James Ganino, Account Executive & Showroom Manager (Minneapolis). James has spent over a decade with WD Flooring working directly with the design & build community and their clients. James primary focus has been building relationships by working with clients to bring their hardwood flooring designs to life. James specializes in both commercial and residential design and has been fortunate to work on projects including: the Four Seasons Hotel, The Lakes Condominiums, The Pullman development, COV Restaurant, 801 Fish Restaurant, and more. Email James at james@wdflooring.com
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wd flooring tldr;
Headquarters: P.O. Box 368, Lanoa, WI 54541
(Latitude 45.564N. Longitude -88.673W)
Serving markets: Worldwide
Selection: From our tens of thousands of acres hand selected majestic hardwoods
Choice: 750 products, job site finished or prefinished
Interesting fact: 100 percent utilization of our raw materials and zero waste product
Likes: Brats, sunshine & beer
Notable: 2014 & 2013 Floor of the Year, NWFA; Multiple Regional ASID Award Winner; 2014 AIA Residential Design Award winner–Johnsen Schmaling Architects; Community Service Award, National Wood Flooring Association Vanguard Award; Winner Best Use of FSC in Residential–Greenbuild; SOLEC Award for our Contribution to the Great Lakes EcoSystem; WD Connor and Gordon P Connor are in the Maple Flooring Hall of Fame
Namesake: WD Flooring is a tribute to WD Connor who led the world in the practice of sustainable forestry in the early 1900s and is in the Forestry Hall of Fame
Name Droppers: Detroit Institute of Arts, National Gallery of Latvia, American University in Abu Dhabi, Country Music Hall of Fame, MacPhail Center for Music/Minneapolis, InterContinental Hotels, Gershwin Hotel, Yellowstone Club Development, W Hotels, Flor Stores, Famous Dave’s Restaurants, The Great Hall/Madison, Orchestra Hall–KPMB Architects, Guthrie Theater–Jean Nouvel, University of Michigan Art Museum, Frank Gehry Designed Weisman Art Museum, Sara Lee HQ, Google, Residential installations in homes of famous musicians, athletes and actors whose names cannot be divulged
FSC® Certified through NEPCon.Available as FSC® certified upon request