George Celtrick, president of Whitewood Products, talks about trends in hardwood flooring, including gloss levels. Celtrick discusses the feedback from contractors and retailers indicating that consumers are increasingly saying they are not finding the products and looks they are seeking in showrooms, leading to Whitewood Products' custom offerings. Celtrick also talks about the consumer and hardwood flooring, online sellers of hardwood flooring products, and some of the contractors he works with who provide unique patterns and custom designs.