In February 2015, just days after relocating, Denny Larson — Executive Director of the U.S.-based environmental watchdog Global Community Monitor — began experiencing headaches and mild nausea. Suspecting the issue stemmed from the indoor environment, he arranged for air quality testing. The results revealed dangerously high levels of formaldehyde, traced back to the newly installed laminated timber flooring.
Alarmed, Larson and environmental attorney Richard Drury purchased over 150 boxes of laminated timber for lab testing. The results were shocking: formaldehyde emissions exceeded California safety standards by 6 to 20 times. The figures were so extreme that lab technicians initially questioned whether their equipment was malfunctioning.
On March 1, 2015, CBS’s flagship investigative program 60 Minutes aired a damning exposé. It revealed that products sold by the U.S.’s largest flooring retailer — Lumber Liquidators — contained formaldehyde levels far above the legal limit. This sparked what became known globally as the “Toxic Flooring Scandal,” which sent shockwaves through the building materials industry. Sales of laminated flooring plummeted, and numerous factories were forced to shut down.
Why did this resonate so strongly with me? At the time, I was working with the Barock Group to develop its laminated timber product structure and supply chain. I had long prioritized durability and waterproofing, but the scandal placed even greater emphasis on formaldehyde control. I immersed myself in CARB (California Air Resources Board) compliance standards and reviewed every CARB-certified supplier list — because I knew my career would be on the line if quality was compromised.
Navigating Standards: Between Europe and China
Not long ago, I discussed Barock’s quality specifications with German experts. While they agreed with most of our standards, they expressed concerns about dark-colored laminates. The 450g wear-resistant overlay, they said, diminished surface clarity in darker tones. European preferences still lean toward lighter finishes, and German factories typically produce 7–9 mm boards — thinner than Barock’s expectations.
Worse yet, most German suppliers lacked the patent for Pressed Beveled Edges — a design that now accounts for nearly half of all laminated flooring worldwide. While they insisted their Micro or Normal Bevels were superior, they seemed unaware that consumer preference had already shifted.
The final hurdle? Cost. Manufacturing the same high-quality product in China was considerably more affordable. But could Chinese suppliers maintain consistent quality?
I consulted several top-tier quality experts. One reminded me, “Six of the seven Apple iPhone plants are in China — premium production is possible. It just depends on how you manage it.”
I toured more than 10 laminated flooring factories across mainland China. Each one told me the same thing: “We can meet your quality standards — if your pricing reflects the value you expect.”
This echoed what I’d long believed: high-end products don’t come from cutting corners; they are the result of investing in excellence.
The Yekalon Solution
Recalling the success of Intel chips in American PCs during the late 1990s, I asked myself: Why not designate a CARB-certified core material for Barock flooring?
Through industry connections, I was introduced to JIUFANGYUAN — a Yekalon factory in Hubei Province. A Weibo post about their signature product, Sennorwell, caught my eye. It described the pine-based material as structurally dense, smooth in texture, water-resistant, aromatic, and environmentally safe. Most importantly, Sennorwell had passed rigorous CARB certification tests.
Our lab tests confirmed its outstanding performance. It became Barock’s designated core material.
Sydney: The Right Market, The Right Time
In March 2015, I was invited by David, Chairperson of OZWOOD, to inspect the Australian market. During our flight to Sydney, David shared an analogy that stayed with me:
“First-class tickets cost twice as much as economy, but the destination is the same. The difference is in comfort. Same goes for cars — both will get you from A to B, but a luxury car offers better performance and peace of mind.”
He added, “A designer handbag might look like any other bag, but its value comes from its craftsmanship and brand reputation.”
David believed that Sydney — a city known for its appreciation of quality living — was ready for a premium flooring brand. If OZWOOD could offer exceptional quality, the market would respond, even if prices were double the standard.
We agreed: if OZWOOD became Barock’s exclusive representative in Australia, David would invest in a large-scale showroom to reflect the product’s prestige.
I presented this proposal to Barock’s leadership. With Sydney’s booming property market and high average income, they saw it as a strategic opportunity.
The Barock Collection: Tailored for Australia
To suit Australian tastes, I curated veneer patterns that reflected local hardwoods.
We also introduced five variations of oak to capture mainstream preferences, with BF-8164 Natural Oak and BF-8613 Lime Wash Oak quickly emerging as top sellers.
Initially, I was concerned about the Barock collection’s higher retail price due to advanced features and costly materials. But sales proved otherwise — OZWOOD’s Barock range outsold standard laminates by more than double. Sydney consumers confirmed what David had predicted: quality and branding were now the deciding factors.
Proof in Performance
I returned to Sydney in September 2016 to conduct a market survey. I randomly visited 50 households that had Barock floors installed for over a year. Not a single one showed signs of defects or deformation. Many customers shared unsolicited testimonials, praising Barock’s stability, ease of maintenance, durability, and absence of odor.
Barock stood out as the only laminate brand I’ve encountered in my career with such consistent post-installation performance.
The OZWOOD Showroom: A Landmark in Auburn
True to his word, David launched OZWOOD’s flagship showroom at D290 Parramatta Road, Auburn — a premium 800m² display space. The showroom features mock kitchen, bedroom, and study room setups using Barock flooring, helping customers visualize the final result. It has become one of the most impressive showrooms in Sydney, a city where real estate is both scarce and precious.
Looking Forward
In 2017, Barock introduced its upgraded E-type flooring: featuring new colorways, optimal plank dimensions (197mm x 2280mm), an integrated EVA acoustic layer, and the same Sennorwell core, 450g wear layer, and Pressed Beveled Edges.
As Barock’s Quality Control Manager, I remain committed to ensuring the product evolves with innovation while upholding the highest standards.
Barock isn’t built for price-driven markets. It’s for consumers who value quality living. In 2025 and beyond, we aim to expand into other premium markets worldwide. For partners and entrepreneurs seeking a brand that stands for craftsmanship, integrity, and long-term value — Barock offers not just a product, but a foundation for success.
