FCNews Year In Review, July 2006 - Armstrong rolls out Bruce Laminate
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.
Goodwin said four technological innovations make the products stand out. The first is Hi-Definition Print Technology, which gives a product “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.
Each product is produced with Magnum HDF Core which, Goodwin said, forms a moisture barrier and delivers superior dimensional stability.
Finally, they come with the BruceLock Installation System. The glue-free system enables for a quick and easy install.
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