By Louis Iannaco
Armstrong this year made significant investments in its laminate division, particularly product design, service, marketing, merchandising and technology. The biggest buzz centers around its Grand Illusions collection, which offers a high-end, piano-finish wood visual that provides the look and feel of exotic woods at a fraction of the cost.

“It is the most compelling and realistic looking laminate on the market,” said Milton Goodwin, general manager, Armstrong laminate and ceramic products. “No other laminate compares in terms of clarity and realism to actual wood without any of the potential drawbacks of the natural material.”

Grand Illusions offers four exotic looks: cherry, Brazilian jatoba, Melbourne acacia and Cabrueva. Defined by a high-gloss piano finish, the planks are 5-inches wide and show only one board visual per plank, which creates a more realistic overall appearance when installed, he said. The new floors also feature a “kissed-edge bevel” that is one-half the size of a standard micro-bevel and helps accentuate each strip, placing emphasis on the natural grain and texture.

Grand Illusions also offers several unique features, Goodwin said. “The 12mm thickness provides improved ‘in-room sound,’ meaning it actually sounds more like a genuine ¾-inch hardwood floor and not hollow like other laminates.” The edges are stained for a ‘through-color’ appearance, but more importantly the stain provides enhanced moisture resistance. “It also is the first 5-inch-wide laminate that offers Lock & Fold installation.” With Lock & Fold, the panels do not have to be tapped together, rather, the tongue-and-groove panels fit together, are folded down and then locked into place.

Distributors endorsed the line. “We introduced Grand Illusions Premium High Gloss Exotics line at the Carpet One convention last month and it was the talk of the show,” said Buddy Faircloth, executive vice president of Cain & Bultman in Jacksonville, Fla. “This product looks and feels like real exotic wood.”

More introductions

With the popularity of the exotic looks, Armstrong knew it had to stay ahead of the curve with its offerings and provide fresh new patterns. As an example, Bruce Laminate Floors rolled out the Reserve Collection, which focuses on exotic wood and luxury stone looks. “Bruce Laminate puts affordable luxury beneath consumers’ feet,” Goodwin said. “Capturing the visual appeal of premium hardwood, the Reserve Collection features true plank widths, beveled-edge detailing, realistic wood textures and a 30-year limited warranty, which is Bruce’s longest.”

From Armstrong Laminate Floors comes Exotics, a collection of realistic visuals designed to bring nature’s beauty into the home. Featured in the collection is a replica of South American Santos Mahagony in new filled-face high-gloss and wider 5-inch planks.

“The Armstrong laminate line is the most complete in the market today,” Faircloth said. “Offering a complete assortment of product styles and designs, our wood designs offer unique styling in all the most popular real wood species—oak, maple, cherry, walnut, pine, apple, olive and bamboo—in our Classic & Origins line. The American Duet line offers consumers the opportunity to combine a wide and narrow wood plank visual in oak, maple, pine and pecan.

“The Exotics, Rustics and Pacific Heights wood collections offer the style and design that are desired by today’s consumer,” Faircloth said. “When you combine the wood visuals with tile, slate, stone and brick visuals Armstrong offers, we have products for all consumers at affordable price points.”

Armstrong distributor BPI in Memphis, Tenn., also raves about Armstrong’s laminate aesthetics. “Armstrong has remained ahead of the curve in its laminate segment,” said John Dale, product manager, wood and laminate. “It has kept the normal ‘me too’ looks to a minimum and concentrated on things that are different. Exotics are popular in all markets and it capitalized on that in a large way. Armstrong has a concise program, a great selling system and competitive pricing.”

Dale was especially impressed with a new product called Park Avenue Plank. “This introduction is a 12mm exotic laminate featuring the new Lock & Fold technology. It has an anti-microbial core stained to match the specie it is portraying. Being 12mm, it gives a less hollow sound than most 7mm or 8mm laminates and, installed over an upgraded underlayment, almost eliminates the hollow sound.”

He went on to say Park Avenue has a higher gloss finish and no embossing to match the look of true exotic hardwood species. “And it has unbelievable wear and scratch resistance.

“Park Avenue has allowed us to sell stock to dealers that typically don’t stock laminate. Also, dealers who typically only stock entry-level, price-fighter laminates are seeing the value and potential profit of Park Avenue. I believe it’s been Armstrong’s best introduction yet.”