America-based manufacturers have always been proud of it, but that ‘Made in America’ stamp has a little more umph these days.
Amid tariffs and the rising fear of supply chain challenges, U.S.-based manufacturers are getting ahead of the panic by reminding customers of their reliability, sound pricing, and continued value. Although the true impact hasn’t fully settled in, many manufacturers like Infinity Drain are moving along as usual and others like AHF Products are working to further safeguard what they’ve built.
“Since we manufacture in the U.S.A. and source nearly all of our material here, we are not feeling some of the impact that others in the industry are experiencing; however, we will continue to monitor the situation and communicate with our partners as needed,” says Jonathan Brill, Infinity Drain CEO and founder.
Sitting five years past the pandemic’s start, the fear of the unknown seems all too familiar. Todd Tomalak, principal, advisory of building products for Zonda, says, “If we had a time machine, imagine what manufacturers should have said in 2020 early COVID to their customers. Demand was falling, people were afraid. Lumber mills were shuttering. How would they have messaged customers to think about price hikes a year or two later? We have a similar environment right now, with fears of slowing demand and potentially higher cost in the medium-term future.”
Making it Clear
At AHF, there’s a focus on trust while communicating all its strengths and safeguards for its brands including Armstrong Flooring, Bruce, Hartco, Robbins, and Crossville. The company has invested over $40 million to expand U.S.-based manufacturing and adopt new production technologies well before current tariffs were initiated.
“Our marketing strategy emphasizes trust, reliability, and long-term value. As the largest U.S.-based hard surface flooring manufacturer, we highlight our domestic scale and capabilities while focusing on the benefits this structure brings to customers—namely, shorter lead times, lower transportation costs, consistent delivery, protection from unpredictable geopolitics, and minimal exposure to tariff risks,” says Jennifer Zimmerman, chief commercial officer.
Currently, 85% of AHF’s flooring is produced domestically including hardwood, resilient flooring, and porcelain tile. And 100% of its solid hardwood flooring is manufactured here, reinforcing their commitment to local production and supply chain control.
“To strengthen that control, we’ve made strategic investments such as acquiring two sawmills in West Virginia to secure a stable, cost-effective supply of premium hardwood for our Beverly, West Virginia, plant. Additionally, for our LVT collections, many of the decorative films are printed in-house at our Beach Creek, Pennsylvania, facility or sourced elsewhere in the U.S., further minimizing foreign dependency,” Zimmerman says.
In an industry that typically relies on imports, AHF is uniquely positioned with two porcelain tile factories in Tennessee. Additionally, most of its engineered hardwood products are exempt from tariffs, including those manufactured at the AHF facility in Cambodia that is currently excluded from reciprocal tariff measures.
Doubling Down on Reliability
With a message of transparency and reliability in place, True Residential is similarly pressing forward to keep consumers, dealers, and trade partners in the loop.
Steve Proctor, True Residential director of sales and marketing, says, “We are proactively collaborating with our dealer network to communicate the impact of current tariffs on input costs. By providing transparent and timely information, we aim to help our dealers and customers understand the factors influencing pricing. Our goal is to maintain trust and ensure that all stakeholders are informed about how these external factors affect our products and services.”
Proctor says that the American-made appliance brand is proud of its domestic sourcing of metal that supports local industries, but they are seeing some cost impacts from U.S.-based supplies due to increased demand.
“Our strong vertical integration and robust supply chain have positioned us to navigate these challenges more effectively than many of our competitors. We're committed to transparency and are actively educating our distribution channels and trade partners about our strategies and efforts to mitigate these impacts. By emphasizing our domestic manufacturing and proactive communication, we aim to reassure our partners and customers of our resilience and dedication to quality,” he adds.
Through maintaining control of key aspects of the production process and nurturing strong supplier relationships, True is able to ease the effects of tariff-induced cost fluctuations. “This transparency reinforces trust and underscores our dedication to delivering value, even amidst a volatile trade environment.”
Keeping the Dialogue Going
Infinity Drain, which has strategically partnered with U.S. businesses to ensure supply chain support near its Long Island facility, has also been intentional in its approach toward remaining 100% made and sourced in America.
Brill says they are prepared to keep partners and consumers abreast of the evolving landscape, whatever that may be. “Communication is imperative. Whether you have good, bad, or no news at all, it's best to stay proactive and transparent with key partners and customers. Above all, be clear, concise, and empathetic when dealing with a rapidly changing situation and uncertainty,” Brill notes.
Zimmerman, who says AHF strives to be a relationship-driven, nimble organization, is ready to reassure customers of their proven reliability.
“By showcasing solutions like our U.S.-made 4.5mm loose lay LVT, which replaces tariff-exposed imports, we provide tangible examples of how we’re prepared to navigate trade uncertainty. This message of operational readiness, supply chain agility, and customer-focused planning is at our core,” she says.
With a close eye on White House announcements, changing prices, and supplier notices, America-crafted home building products are hopeful and ready to ride the wave.
Tomalak concludes, “Manufacturers should focus on dependability and reliability, which includes product availability and predictable pricing over the foreseeable future. Then they have the added challenge of making that promise happen.”
