AkzoNobel Wood Coatings to Showcase Innovation and Sustainability at AWFS Fair 2025

04-Aug-2025

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AkzoNobel Wood Coatings to Showcase Innovation and Sustainability at AWFS Fair 2025

As the woodworking industry converges in Las Vegas for the AWFS Fair 2025, AkzoNobel Wood Coatings, alongside its Chemcraft brand, is set to unveil its latest advancements in wood finishing. The company will highlight high-performance products, sustainable solutions, and forward-thinking design trends, reinforcing its leadership in the global wood coatings market.

Revolutionizing Wood Finishing with Cutting-Edge Technology

AkzoNobel is breaking new ground with its innovative product lineup, designed to meet the evolving needs of OEMs and distributors. At the forefront is the ArmorLux™ range, featuring standout technologies such as the ArmorLux™ LVT series, tailored specifically for flooring applications. This robust topcoat enhances line stability and finish quality while minimizing waste and rework. 

Additional highlights include the ArmorLux™ UV Surfacer, which elevates standard grades to premium finishes, and the ArmorLux™ WF9810-XX, a waterborne translucent topcoat used for over two decades in applications like wooden windows, doors, sidings, and claddings.

Complementing these, the Selva Pro systems blend Italian coating heritage with high-performance chemistry and North American manufacturing. Offering clear and pigmented 2k polyurethane and acrylic systems, Selva Pro delivers durability, aesthetic excellence, and efficiency, seamlessly integrating into existing production lines for distributors seeking reliable, high-quality wood coatings.

Sustainability as a Core Commitment

AkzoNobel’s ‘It all adds up’ campaign takes center stage at AWFS Fair 2025, emphasizing the company’s dedication to sustainability. By focusing on reducing waste and VOC emissions, AkzoNobel is driving meaningful progress across the wood finishing value chain. 

Sustainability and performance go hand-in-hand,” says Sarah Skinner, Product Marketing Director, Wood Finishes. “Whether it’s launching our most efficient OEM system to date or helping customers reduce waste and VOC emissions, our goal is to drive meaningful progress across the wood finishing value chain. ‘It all adds up’ reflects our belief that every decision matters, and that through smart product choices, design leadership, and technical collaboration, we can create more sustainable outcomes together.”

The company’s sustainable innovations include waterborne coatings and solutions designed to lower environmental impact without compromising performance, aligning with industry demands for eco-conscious practices.

Inspiring Design with Trendsetting Color Palettes

AkzoNobel’s Color of the Year 2025 and curated palettes will offer practical inspiration for designers, showcasing how trend-led colors and natural wood finishes can create stylish, contemporary products. These palettes provide actionable insights for combining aesthetics with functionality, enabling manufacturers to craft striking, market-ready designs.

Industry Impact and Future Vision

AkzoNobel’s presence at AWFS Fair 2025, held July 22-25 at Booth 3223, Las Vegas Convention Center’s West Hall, underscores its role as an industry pacesetter. By combining high-performance coatings, sustainable innovation, and design leadership, the company is empowering its partners to meet modern challenges while shaping the future of wood finishing.

With a focus on collaboration and technical excellence, AkzoNobel Wood Coatings is poised to inspire and support the woodworking industry, delivering solutions that balance performance, aesthetics, and environmental responsibility.

Source: https://www.coatingsworld.com/breaking-news/akzonobel-wood-coatings-to-showcase-innovation-sustainability-and-design-leadership-at-awfs-fair-2025/ 

Prepared by: Next Move Strategy Consulting

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