Lancaster, Pa.—Earlier this year, FCNews reported Armstrong Industries was extending its Bruce brand to laminate flooring (FCNews, Feb. 20/27). Following months of testing, the hard surface manufacturer announced the national rollout of the new Bruce.

Milton Goodwin, Armstrong’s general manager of laminate and ceramic product management, said Bruce is the most recognized brand of hardwood flooring in the world, but “there are many areas of the home where wood flooring is impractical. Now with Bruce laminate we can bring the look to nearly any room.”

In developing Bruce Laminate, he said the company “cut through the sea of standard oak and cherry visuals to focus on non-traditional, unique exotic woods and luxury stone looks consumers are now craving. With Bruce Laminate, we put affordable luxury beneath consumers’ feet.

Four collections make up the initial launch, three with wood looks and one a natural stone—Reserve, American Home, Heritage Heights and GardenStone.

Beyond the species and styles, Goodwin said four technological innovations make the products stand out. The first is Hi-Definition Print Technology, which provides for “vibrant colors and intense depth and realism.”

Next is the G3 Wearlayer, which protects against wear and fading and resists ordinary scratches, dents and dings. “It stands up to spills and stains and cleans up quickly with a vacuum or damp mop,” he explained.

Each product is produced with Magnum HDF Core which, Goodwin said, forms a moisture barrier and delivers superior dimensional stability. “There’s no need for acclimation; you can buy it today and live on it tonight.”

Finally, they come with the BruceLock Installation System. The glue-free system enables for a quick and easy install.

As for the new collections, Reserve features true plank widths, beveled edge detailing and realistic wood textures. Among the 15 SKUs offered, the line includes Hand-Sculpted Windsor Maple, Morado and Moguera Walnut. They come with Bruce’s longest warranty, 30 years.

Next is American Home, which Goodwin said was inspired by “the diversity of our world’s forests, and makes up the widest array of colors and species in Bruce Laminate—21 in total, such as Walnut, Caribbean Cherry Royale and Coconut. American Home comes with a 25-year warranty.

Heritage Heights marries “beauty and value” in wood grain replications and colors and features a 20-year guaranteed.

Finally, there is the GardenStone Collection, which has “the look of natural stone without the maintenance,” he explained. “Unlike the real thing, “these floors will not discolor, need no sealing and are virtually maintenance free,” Goodwin noted.

Reflecting visuals from around the world, some of the products in GardenStone are Mission Stone, which was inspired by the Spanish pueblos of lower California, while Bhutan captures the essence of the rocky hills near the eastern Himalayas.

For more on the new Bruce Laminate collections or any other Armstrong product, call 877/276-7876.