Article Number: 4127
Armstrong locks down hard surface offerings in ’09
By Sarah Zimmerman
In a less-than-desirable market, successful companies will stand apart (and strong) with continued introductions and advancements. Hence Armstrong’s elaborate winter roll outs, which will once again be found at Surfaces 2009— Bassano Ballroom 2709. FCNews got a sneak peak at this year’s new-and-improved products and merchandising.
Hardwood
Armstrong’s wood brand, Bruce, is showing its strength this winter by taking full advantage of its manufacturing capabilities— 95% of what it sells, it produces, and 93% of that is domestically made. As for what it’s producing, Dick Quinlan, general manager, Bruce Hardwood Floors, noted a trend toward engineered, which the company is portraying with its latest product offerings.
“Engineered products are taking off for several reasons: easy installation, better use of wood product, price points and their environmental story,” he said.
Recognizing this growing market, Bruce launched several engineered products, including Westchester 3/4-inch Engineered Plank, Hathaway Oak Plank, Lock&Fold American Originals/Vintage and Wentworth Estate.
Westchester Plank is a ¾- x 3¼- or 4½-inch engineered product available in varying lengths up to 66 inches. It features microbeveled edges and ends—offers some forgiveness across uneven subfloors—is made in the U.S. and is available in three species and 10 colors.
“The ¾-inch nominal thickness allows for easy substitution in solid wood floor plans,” Quinlan pointed out, “and the engineered structure provides far greater stability in the presence of moisture.”
Hathaway Oak Plank, on the other hand, was inspired by a growing demand for more traditional looking surface finishes, Quinlan explained. It is a 3/8- x 3- inch engineered offering with varying lengths up to 48 inches and microbeveled edges and ends. “The mid-gloss surface provides greater ability to conceal traffic patterns in the surface of the floor and offers superior performance over time,” he said.
And, rounding out the offerings, is a five-ply engineered plank—3/8- x 5-inch with varying lengths up to four feet—available with the fast and easy Lock&Fold. Lock&Fold American Originals/Vintage comes in five species with distressed visuals, “which can hide blemishes that may occur,” Quinlan said. “And, this is the easiest and fastest installation system on the market. It’s a win-win.”
Taking that one step further, Wentworth Estate Handscraped Lock&Fold offers the easy installation system with the rustic beauty of handscraped flooring, he noted. “It’s handscraped flooring at a more aggressive price point.” Wentworth is offered in four species and 11 colorations.
Although engineered is the up-and-comer, Bruce also nailed down a few solid offerings: Manchester Strip & Plank—a ¾-inch solid with microbeveled edges and square ends available in Bruce’s best-selling 5 Color Palette; Dundee Wide Width Red Oak Plank—a ¾-inch solid plank available in wider widths with microbeveled edges and square ends in six colors; Kennedale Wide Width Harp Maple Plank— a ¾-inch Maple offering up to five inches wide in five colors, and American Treasures Wide Width Hickory Plank—a ¾-inch Hickory offering up to five inches wide in three colors.
Resilient
Springboarding off its August launch into residential, Armstrong’s StrataMax “hi-performance vinyl sheet flooring” is now being showcased in the mill’s new RSS (Residential Selling System) 600. The modular selling system offers one-stop resilient shopping, said Allen Cubell, vice president of product management resilient.
“It’s an easy-to use, self-explanatory modular unit targeting the high-end market.”
Focusing on CushionStep— featuring 80 to 100 SKUs—and StrataMax—holding 46 SKUs (will be 60 by year’s end), the display’s new black and silver aesthetic “will draw customers in, whether used as one large unit or separate display systems.”
Aside from its new merchandising, Armstrong has also updated its ToughGuard offerings with 40 new SKUS across four collections: Natural Fusion, Highland Park, Destinations and Starstep.
“These products fall in our good, better, best, premium categories and hit all price points,” Cubell said, “while offering great visuals.”
And, to whet Surfaces-goers appetites, Armstrong will also be previewing its 16 x 16 LVT intro, Alterna, in 40 SKUs. “This is all stone visuals—a lot of slate— with a large, diverse breadth of design to give a much more varied look,” Cubell explained. Alterna is expected to launch this spring.
Laminate
Continuing to look for innovation, Milton Goodwin, vice president, product management laminate and ceramic, said Armstrong’s laminate segment has been outpacing the market by over 20%. One reason for this may be that the manufacturer’s combined Bruce and Armstrong laminate offering is the largest in the world, or it could be the mill’s focus on fashion, Goodwin explained.
“We sell beauty and style over durability. Everyone knows the inherent durability of laminate flooring. We are now passing the market in realistic visuals.”
Still selling extremely well are Armstrong’s Premium Rustics and Coastal Living collections, Goodwin noted. Both launched in June 2008, Premium Rustics is a richly textured, deep grained 5-inch plank design with the look of handscraped hardwood, while Coastal Living offers a unique white-washed design in three species. “The white-washed look of Coastal Living is the best in the industry,” Goodwin said. “It’s selling amazingly well.”
The mill also added three SKUs in June to its exotic-inspired Bruce Park Avenue collection.
And, new in December, Bruce launched American Home Elite Plank, which replicates “America’s most-cherished hardwoods, combining timeless style with unmatched wear resistance.” The 5-inch wide planks are available in 10 colors and eight species.
Armstrong’s Grand Illusions also received “mainstream American” add-ons, with the addition of five domestic species: Maple, Hickory, Oak, Apple and Walnut.
And, coming in April, the mill will launch a complete commercial line, again focused on beauty, including 20 SKUs, all of which will require no glue. “This will be a huge installation benefit,” Goodwin said.
In a less-than-desirable market, successful companies will stand apart (and strong) with continued introductions and advancements. Hence Armstrong’s elaborate winter roll outs, which will once again be found at Surfaces 2009— Bassano Ballroom 2709. FCNews got a sneak peak at this year’s new-and-improved products and merchandising.
Hardwood
Armstrong’s wood brand, Bruce, is showing its strength this winter by taking full advantage of its manufacturing capabilities— 95% of what it sells, it produces, and 93% of that is domestically made. As for what it’s producing, Dick Quinlan, general manager, Bruce Hardwood Floors, noted a trend toward engineered, which the company is portraying with its latest product offerings.
“Engineered products are taking off for several reasons: easy installation, better use of wood product, price points and their environmental story,” he said.
Recognizing this growing market, Bruce launched several engineered products, including Westchester 3/4-inch Engineered Plank, Hathaway Oak Plank, Lock&Fold American Originals/Vintage and Wentworth Estate.
Westchester Plank is a ¾- x 3¼- or 4½-inch engineered product available in varying lengths up to 66 inches. It features microbeveled edges and ends—offers some forgiveness across uneven subfloors—is made in the U.S. and is available in three species and 10 colors.
“The ¾-inch nominal thickness allows for easy substitution in solid wood floor plans,” Quinlan pointed out, “and the engineered structure provides far greater stability in the presence of moisture.”
Hathaway Oak Plank, on the other hand, was inspired by a growing demand for more traditional looking surface finishes, Quinlan explained. It is a 3/8- x 3- inch engineered offering with varying lengths up to 48 inches and microbeveled edges and ends. “The mid-gloss surface provides greater ability to conceal traffic patterns in the surface of the floor and offers superior performance over time,” he said.
And, rounding out the offerings, is a five-ply engineered plank—3/8- x 5-inch with varying lengths up to four feet—available with the fast and easy Lock&Fold. Lock&Fold American Originals/Vintage comes in five species with distressed visuals, “which can hide blemishes that may occur,” Quinlan said. “And, this is the easiest and fastest installation system on the market. It’s a win-win.”
Taking that one step further, Wentworth Estate Handscraped Lock&Fold offers the easy installation system with the rustic beauty of handscraped flooring, he noted. “It’s handscraped flooring at a more aggressive price point.” Wentworth is offered in four species and 11 colorations.
Although engineered is the up-and-comer, Bruce also nailed down a few solid offerings: Manchester Strip & Plank—a ¾-inch solid with microbeveled edges and square ends available in Bruce’s best-selling 5 Color Palette; Dundee Wide Width Red Oak Plank—a ¾-inch solid plank available in wider widths with microbeveled edges and square ends in six colors; Kennedale Wide Width Harp Maple Plank— a ¾-inch Maple offering up to five inches wide in five colors, and American Treasures Wide Width Hickory Plank—a ¾-inch Hickory offering up to five inches wide in three colors.
Resilient
Springboarding off its August launch into residential, Armstrong’s StrataMax “hi-performance vinyl sheet flooring” is now being showcased in the mill’s new RSS (Residential Selling System) 600. The modular selling system offers one-stop resilient shopping, said Allen Cubell, vice president of product management resilient.
“It’s an easy-to use, self-explanatory modular unit targeting the high-end market.”
Focusing on CushionStep— featuring 80 to 100 SKUs—and StrataMax—holding 46 SKUs (will be 60 by year’s end), the display’s new black and silver aesthetic “will draw customers in, whether used as one large unit or separate display systems.”
Aside from its new merchandising, Armstrong has also updated its ToughGuard offerings with 40 new SKUS across four collections: Natural Fusion, Highland Park, Destinations and Starstep.
“These products fall in our good, better, best, premium categories and hit all price points,” Cubell said, “while offering great visuals.”
And, to whet Surfaces-goers appetites, Armstrong will also be previewing its 16 x 16 LVT intro, Alterna, in 40 SKUs. “This is all stone visuals—a lot of slate— with a large, diverse breadth of design to give a much more varied look,” Cubell explained. Alterna is expected to launch this spring.
Laminate
Continuing to look for innovation, Milton Goodwin, vice president, product management laminate and ceramic, said Armstrong’s laminate segment has been outpacing the market by over 20%. One reason for this may be that the manufacturer’s combined Bruce and Armstrong laminate offering is the largest in the world, or it could be the mill’s focus on fashion, Goodwin explained.
“We sell beauty and style over durability. Everyone knows the inherent durability of laminate flooring. We are now passing the market in realistic visuals.”
Still selling extremely well are Armstrong’s Premium Rustics and Coastal Living collections, Goodwin noted. Both launched in June 2008, Premium Rustics is a richly textured, deep grained 5-inch plank design with the look of handscraped hardwood, while Coastal Living offers a unique white-washed design in three species. “The white-washed look of Coastal Living is the best in the industry,” Goodwin said. “It’s selling amazingly well.”
The mill also added three SKUs in June to its exotic-inspired Bruce Park Avenue collection.
And, new in December, Bruce launched American Home Elite Plank, which replicates “America’s most-cherished hardwoods, combining timeless style with unmatched wear resistance.” The 5-inch wide planks are available in 10 colors and eight species.
Armstrong’s Grand Illusions also received “mainstream American” add-ons, with the addition of five domestic species: Maple, Hickory, Oak, Apple and Walnut.
And, coming in April, the mill will launch a complete commercial line, again focused on beauty, including 20 SKUs, all of which will require no glue. “This will be a huge installation benefit,” Goodwin said.
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