Local company pivots to specialize in hardwood floor refinishing

Heather Graves

Staff

October 28, 2024

WHITEHALL – When Kenneth (Kenny) and Brandy Berg were being pulled in multiple different directions as full-service contractors – her on the project management side and him on the construction side – Brandy said she knew it was time to find a niche.

“I kept trying to tell him, ‘let’s niche down, find something you’re passionate about and focus on just that,’” she said. “We needed to figure out what he wanted to be known for and that also fit his personality.”

Though it was a tough decision to make the pivot, Brandy said, “if something is no longer bringing us joy, then it really is time to let it go.”

“That’s hard, especially when you put your heart and soul into your life, but if it’s not fitting into your life, then it’s the right decision to let it go,” she said.

Brandy said niching down has provided them with an opportunity to work with other tradespersons and contractors in a different light.

“Building those relationships is so important with anything in life, but especially in business,” she said.

Making the pivot

Brandy said Hygge Home Hardwood is the culmination of Kenny’s decade-long journey in the residential construction industry.

“Kenny started in the construction industry when he was 15 or 16 years old,” she said.

Though Kenny truly enjoyed all aspects of construction, Brandy said his passion for hardwood was evident.

“When he bought his first home at age 20, he refinished those hardwood floors,” she said. “He grew up in a home with hardwood floors and so always kind of liked the feeling of that, essentially. We always recommended to our clients to do hardwood floors – because they last forever, and they’re timeless.”

After several heart-to-heart conversations, Brandy said the decision was made to shift their construction company’s focus to hardwood.

“After a few projects like that, Kenny said, ‘I think I would like to just get into hardwoods,’” she said.

Over the last year, Brandy said they wrapped up construction projects they had with clients as a full-service contractor and officially launched Hygge Home Hardwood.

“It was kind of scary, because, ‘do we want to limit ourselves like that’ – but we really found a passion for hardwood,” she said.

Kenny said there is nothing like having hardwood floors in a home.

“They last forever – think of the memories those floors hold,” he said.

At Hygge Home Hardwood, Brandy said a home is not just about its appearance – “it’s about how it feels.”

“Our philosophy is rooted in the idea that the best feeling in a home comes from using raw materials, connecting the senses with nature and embracing the ‘less-is-more’ approach,” she said. “And what better way to start than with beautiful, enduring hardwood floors?”

One of the things that sets Hygge Home Hardwood apart, Brandy said, is “Kenny truly has a passion and eye for hardwood.”

“I think the attention to detail we provide and making sure each home feels unique to that person is ultimately the difference of experience (we provide),” she said. “And by that, I mean, I don’t think one stain fits all. I don’t think one finish fits all. It’s really important to dive into what someone’s lifestyle is and choose finishes/stains/etc. off of that.”

Services

Though Hygge Home Hardwood offers new hardwood floor installation, its focus is on refinishing services.

According to Kenny, the process of refinishing hardwood floors involves sanding down the existing finish on the wood and applying a new finish to give its appearance new life and protect the wood.

“The process can vary in intensity and thoroughness depending on the condition of the floor, the desired outcome and the needs of your individual floor to ensure longevity,” he said.

Though the process is relatively straightforward, Kenny said each type of wood has individual needs.

“We evaluate the level of service needed based on individual hardwood needs, from hardwood floor location to wood species, and everything in between,” he said.

Kelly said there are four main components of hardwood floor refinishing – restore, renew, repair and rejuvenate.

“Our restore service is designed to restore your hardwood floors with minimal disruption,” he said.

Floors perfect for restoration, Kenny said, show signs of wear and light surface scratches – but don’t require extensive sanding or refinishing.

Hygge Home Hardwood’s renew service, Kenny said, is a comprehensive refinishing process that starts with sanding to remove old finishes and imperfections down to the bare wood.

The repair service, he said, is designed for hardwood floors that need serious attention.

“These are floors with extensive damage, deep scratches or areas requiring board replacement,” he said. “This service includes thorough repair work followed by complete sanding down to bare wood.”

Once a customer’s hardwood floors are brought back to life, Kenny said Hygge Home Hardwood offers rejuvenate services that maintain “beauty and longevity.”

“This service is designed for homeowners who value the appearance and health of their floors,” he said. “This comprehensive cleaning helps remove dirt, grime and buildup that regular sweeping and mopping may miss.”

Located in Whitehall, Brandy said Hygge Home Hardwood provides hardwood floor refinishing services throughout West Central Wisconsin.

Enjoying the simple things

The business’s name, Brandy said, is inspired by the couple’s conscious effort of enjoying the simple things in life and “appreciating the mundane.”

Brandy said Hygge – pronounced hoo-gah – is a Danish word that means a feeling of contentment and coziness that comes from comfort and conviviality.

“To us, the name represents the simplicity of going back to the basics, the cozy and the timelessness of things,” she said. “And I think hardwood really fits into that.”

It’s the very meaning of Hygge, Brandy said, that helps her and Kenny balance not only a new business – but also a secondary business (Hygge Home Company, through which the couple manages rentals and flips houses) and a young family.

“When I refer to our house, I always say ‘in our hygge home,’” she said. “We have a lot going on within the Hygge brand, but yet, it’s all very cohesive.”

Having a routine and open communication between her and Kenny, Brandy said, is critical to making everything work smoothly.

“Also, one of the most important things we have learned by being in business together is making sure we take time for each other,” she said. “As business owners, as well as partners, sometimes that can be hard because much of the time is spent working. But the behind the scenes is probably more important, I would argue.”

A challenging aspect of the business, Brandy said, is being a female in the typically male-dominated construction industry.

“I wasn’t anticipating that as much as it has been,” she said. “Having people who work well with you is important – so, finding those contractors who are like, ‘Oh, Brandy is calling, I don’t have to get permission from Kenny before moving forward with the order.’”

For more on Hygge Home Hardwood, visit hyggehomehardwood.com.