Armstrong’s largest hardwood product launch to date is proving to be a winning strategy for flooring retailers, providing them a unique and exclusive selling opportunity as part of the company’s ongoing investment in its dealers’ success. The combined Bruce- and Armstrong-branded offerings have moved Armstrong into a strong leadership position in hardwood flooring.

Armstrong is delivering the best hardwood flooring program in the industry via its expansive selection of Armstrong brand hardwood. Available only to independent retailers, the new collections give Armstrong retail partners a powerful opportunity to make money in the wood flooring business. Early adopters of the program are weighing in with enthusiastic reports of sales successes.

“Hardwood flooring customers want quality products and brands they can trust, but they shop first by visuals,” said Sam Roberts, Roberts Carpet & Fine Floors, Houston. “Without the right styles, nothing else matters. My customers love choices and Armstrong has delivered in a big way.”

The Armstrong line offers a rich variety of hardwood flooring and focuses on five unique categories to address consumer needs, which include Exotic & Specialty, Hand-sculpted and Distressed, Traditional and Performance.

“Why should I carry any other brands besides Armstrong and Bruce? They now have every category covered to meet my customers’ needs,” said Randy Hughes, owner, Hughes Floor Covering, Charlotte, N.C.

Roy Felix, owner of Hardwood Floor Outlet in Murrieta, Calif., added, “In this economy, it’s not easy to sell high-ticket products. We’ve had people come into the store with a certain product or budget in mind, but then they are drawn immediately to the Armstrong line. They can’t go to anything else because there is nothing else like it. With the new hand-rubbed finishes and stunning looks, Armstrong exposes what wood should be.”

Part of its ongoing investment in the success of its independent retailers is the Select and Choice displays. The easily shopped displays and in-store tools present products in a way that is attractive, logical and easy to understand to simplify the shopping process for consumers and retail sales associates. Furniture inspired, the striking displays prominently show the Armstrong brand.

An effective showroom may be the most profitable tool on which a retailer can rely and helps establish a store’s reputation and professionalism. An upscale appearance helps separate him from the clutter and differentiate a store from those competitors with modest presentations.

Michael Goldberg, CEO of Rite Rug in Columbus, Ohio, one of the country’s largest flooring retailers, is also a big fan. “This has to be the biggest hardwood launch ever in the history of flooring, and it is even more significant when you take into account that it’s being done in this economy. Armstrong has come to the plate with new products and programs that capture the consumer’s imagination and stimulate my sales.”

Kent Clauson, marketing leader for Armstrong Flooring Products, summed it up. “By now, Armstrong’s message to independent retailers should be pretty clear. You can go numb during the economic downturn, or you can go the extra mile for your customers and deliver like never before. We’re going the extra mile.”