Trusted, Knowledgeable, Versatile

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George Celtrick started Whitewood Products in 2016 to apply 30 years of experience in hardwood flooring to help companies know more and offer more. His background includes a winning track record of hands-on experience in field sales, managing and directing sales and operations of wood manufacturing, sourcing, and distribution - including foreign-owned enterprises and owning and running a successful flooring contractor company. From big corporations to start-ups he's been active in pursuing change and influencing the industry. Positions include;

  • Vice President, Sales - Harris-Tarkett, Inc.
  • Director of Sales & Marketing North - Derr Flooring Company, Inc.
  • Austin Hardwood Floors - Partner
  • Cikel America - US Director
  • The Flooring Marketplace - VP Partner Development

The industry is moving in a new landscape - driven by the ultimate customers who expect more. The opportunities presented by these increasing expectations are truly exciting and it is taking the industry in directions it's never been. Whitewood and Fiddleback are about helping clients pursue the change while minimizing the learning curve.

Whitewood Products works with great wood flooring manufacturers that make raw, or unfinished, wood floors, we don't have the limitations that a prefinished flooring brand's in-house finish line has. Simply put, Whitewood Products does not operate under a manufacturing tenet best expressed by Henry Ford; "Any customer can have a car painted any color that he wants so long as it is black."

Whitewood Products through Premiere Finishing offers by-the-job large and small custom runs, and, small volume exclusive programs; from hand sculpting to the best finishes to metallic paints and two-pass finishes.

Fiddleback Floors is a hardwood flooring offering finished with Bona® High Durability UV Finishes, some SKUs are kept in stock, and it is based on color and a better finish rather than a type of product construction. Colors are added a few times a year and are developed based on high-demand color trends with a subtle trick or two added during the process.

Whitewood Products about

We'd like to think that we supply the best hardwood flooring companies. Our clients, like us, are seriously knowledgeable about wood flooring and we are as committed to them as they are to their customers.

 

That's where the biggest difference can be made. Flooring manufacturers don't really have unique sources - all the raw materials come from lumber purchased on the open market. There are many flooring manufacturers, and we know most of them, so we pick and choose those we feel are better and reliable.

 

Whitewood Products succeeds with flexibility, know-how, and working with the best companies up and down the supply chain as the hardwood flooring finisher. Do you want the product on a thicker floor or different construction - no problem. Do you want a different gloss level or different finish - no problem. Do you like what you see, but want more knots and character - no problem. See something you like in a magazine - no problem.

 

Sorry that there's not a lot to see on this site, we are more a solution provider than a "brand" to the best companies in our industry - so if you are a homeowner you need to go to our clients. They know we've been at this a long time and call us with hardwood flooring finisher requests and for unfinished hardwood (whitewood) product sourcing discussions. We are almost like a trade secret.

 

Want to learn more?  Contact us.