HICKSVILLE, N.Y.—In a move executives are hoping will be a “game changer,” Armstrong World Industries and Beaulieu of America have formed a strategic alliance to offer new home builders and consumers a flooring portfolio that meets all their hard and soft surface needs.

The partnership is such that Beaulieu will manufacturer, sell and market a specific line of carpet products under the Armstrong brand. These products will continue to go through the same distribution method the carpet mill currently employs to reach new home builders. The initial carpet program will consist of more than 60 products created from a combination of running line goods and styles designed specifically for the initiative.

Likewise, Armstrong will continue to make, sell and market its complete array of hard surfaces products, including Armstrong branded resilient, wood and laminate as well as Bruce branded wood and laminate and will utilize its current distribution network.

Products, merchandising and marketing will be integrated to showcase a one-stop solution for builders and consumers. And, there will be a common trade-up program across all products to give builders a streamlined program and allow them the ability to help their customers create the new home of their dreams.

When put together under the Armstrong branded umbrella, officials said the program will include the most expansive offering of flooring products.

During an exclusive phone conference with FCNews, executives from both manufacturers explained the concept behind the strategic alliance.

“This partnership is focused on how we can help new home builders enhance the consumer’s experience and ultimately sell more homes,” said Paul Murfin, Armstrong’s vice president of sales. “By giving builders a one source avenue to meet their flooring needs we are providing value to the builder while enhancing the floor covering buying experience of the consumer.”

Developed over the past year, Jeff Meadows, Beaulieu’s executive vice president, noted the partnership, products, merchandising and marketing is not something that was done in a vacuum. “This has been a true collaborative process and we even brought in outsiders, such as some key national builders, to give us a gut check to see if we are on the right path. The whole thing is designed to bring value to builders by making it easier for them to give their customers what they are seeking when it comes to purchasing flooring for their new home.”

Brand power

While Beaulieu has been involved in the home builder segment, and will not “drastically” drop what it has, Meadows was quick to note that when it comes to this area, as well as with consumers, it is hard to argue against the power of the Armstrong (and Bruce) brand.

“This is a game changer for both companies,” he added. “Quality brands sell more homes, and Armstrong is the most recognized name in flooring. We couldn’t have found a better partner to bring the builder an exciting program that is a win-win-win for all of us. It will help us speed up our position in this area; and going in together will give us the opportunity to take market share.”

Murfin noted while Armstrong already does business with many of the nation’s top builders, “we’re always searching for ways to improve our service and strengthen our relationships.”

Meadows pointed out by combining both companies’ experience with home builders, as well as the fact the program was developed with the help of their input, “we know what they are looking for in styling and price. During the development phase of this we constantly said the idea is to bring lots of solutions to the many problems home builders are facing during these challenging times. Put simply, we want to be the place they come to for solutions to their floor covering needs.”

To help prove the point, Murfin noted while a number of merchandising tools have been developed others will be done as the specific needs of builders come into play. “There is no one set way in which builders operate and showcase their product offerings,” saying some work out of showrooms with full displays, some utilize boards and some other methods. “As such, we plan on being as flexible and as easy to work with as possible meaning some of the tools will be developed by what is needed moving forward.”

Sales teamwork

While the companies feel getting key builders involved in the development process will help in getting their products used, officials from both admit there is no guarantee this will happen, saying “we still have to go in there and sell them.”

To do that, a coordinated sales effort has been developed that allows each mill to maintain its independence while still working with each other. Murfin said Armstrong already has a team to call on builders, “but now they will have a new story to tell.”

Meadows noted Beaulieu put together “a team of specialists” with similar territories as the Armstrong team to allow for a coordinated approach. “We will have teams of salespeople working side-by-side, but our focus will be on the carpet side and Armstrong’s on hard surfaces.”

Murfin said this partnership will have a two-fold effect for potential home buyers. “First, in the most important purchase they’ll make in their lives, consumers will rely on brands they recognize and trust. And, this is especially true during tough times like we are facing. Now with carpet added to our program, no one else can deliver better floors for the builder to boost sales and satisfy customers.”

Meadows agreed, when he concluded, “Why should builders carry any other brand? They now have every category covered to meet any customer’s need with an excellent value, regardless of product level.”

—Matthew Spieler