LANCASTER, PA.—Armstrong has rolled its loose-lay sheet vinyl product, StrataMax, onto the residential scene, providing dealers “an exclusive, profitable addition to increase foot traffic.” After two years of success with builders and property managers, Armstrong started mailing out its first residential products to dealers last month.

“The product has great customer appeal—and immediate appeal,” said Scott Roy, vice president of J.J. Haines. “You have to feel the weight of the product to believe it; that makes it different from anything else in the retail showroom.”

Dave Pelofski, manager of FloorCraft Carpet One in San Francisco, agreed. “Not only is StrataMax easy to manipulate and easier to work with than felt-back products, but it is an inexpensive way for our customers to really dress up a floor.”

Allen Cubell, vice president of product management-residential resilient for Armstrong, called StrataMax the next revolution in sheet flooring. “The floating floor market in North America is growing fast,” he said. “The time and cost to install a felt floor is too high, not to mention the shortage of affordable skilled labor. Sheet needs to be easier to install for the category to grow, and StrataMax addresses that need.”

He spoke of additional qualities that make StrataMax unique to the retail segment: true loose-lay capabilities, looks, durability, performance, green aspects and a reduction in installation time and cost.

“The product boasts loose-lay installation over OSB, features patented ToughGuard II technology and the new ToughGuard II composite bottom layer— making a durable yet flexible floor that won’t tear, rip or gouge under normal household use,” Cubell explained.

He also mentioned StrataMax’ superior scratch and stain resistance, made possible by Armstrong’s exclusive CleanSweep High Performance Wear Layer, which makes for easy cleaning and maintenance.

“And, you can’t forget in a down economy, to mention the incredible time and cost savings associated with StrataMax— up to 50%,” Cubell noted. “It can definitely be an important addition for retail owners and sales associates who want differentiated products that are exclusive and drive sales.”

Available in 16 designs with 46 total SKUs, StrataMax residential products are offered at two price points—Better and Best— offering up to 20-year residential and 5-year light commercial warranties.

The collection’s aesthetics were inspired by nature’s “most engaging wood and stone looks,” Cubell explained. “Utilizing Masterworks Technology, these flooring options offer the most vibrant, naturally textured and visually realistic resilient sheet flooring designs available.”

And, StrataMax does not require underlayment so it reduces materials, costs and time—it actually can save more materials than it consumes, Cubell pointed out. Other green attributes include: it is FloorScore certified for low VOC emissions, contributes to USGBC LEED credits, does not have to be replaced as often as other types of flooring, is reusable and is made in the U.S.

Merchandising and marketing tools are available in two options: a two-sided 18 x 24 board that fits into current wing displays, or a stand alone StrataMax display featuring oversized 24 x 24 samples, holding up to 50 SKUs—available in the fourth quarter.

For more information or to order samples, visit www.armstrong.com.