Article Number: 5295
Armstrong back at Surfaces with new product lineup
By Emily Hooper
LANCASTER, PA.—Armstrong, the largest hard surface manufacturer in the industry, is returning to the show floor at Surfaces for the first time in five years. To accommodate an expansive product display, the mill is setting up camp in a 12,000-square-foot booth located toward the front of the main hall (FCNews Nov. 9/16, 2009).
While the size of the booth could appear daunting for some, the space is “to ensure that attendees of Surfaces experience Armstrong’s full commitment to the success of its retail partners and determination to continue to earn both their trust and business,” said Edward Sofia, independent channel marketing manager.
The mill will be exhibiting an extensive lineup of hard surfaces, beginning with its hardwood collections. “Armstrong’s hardwood portfolio gives specialty flooring retailers a unique and exclusive selling opportunity,” said Daniel Call, vice president of wood product management. “Our innovations include a broad range of visuals, from traditional oaks and maples to exotic species in a variety of finishes. Consumers are responding to this array of style and budget solutions.”
Among the supplier’s hardwoods will be Barrel Creek, a distressed style with vintner’s marks and authentic cooperage stamps; Century Estate, a recreation of antique plank floors in hickory, maple, oak and walnut; and Exotic Fusion, maple, mountain elm, ash and birch in the style of imported exotic species. It will also exhibit Highgrove Manor, a ¾-inch solid in North American oak, maple, hickory and cherry in a smooth finish, and Permier Performance, an acrylic impregnated engineered floor designed to withstand the most active of lifestyles.
Additionally, the hardwood support display will be on the show floor. “The easily shopped merchandising system and in-store tools present products in a way that is attractive, logical and easy to understand, helping consumers find the right floor and helping retail sales professionals close sales,” Call said.
In laminate, Armstrong will be showing its Coastal Living collection, a ruggedly finished product in three hues; Commercial laminate, a collection for architects and designers with Lock & Fold technology, and the Illusions Collection, the budget alternative to the premium Grand Illusions collection with Armalock technology.
In resilient, the manufacturer will bring a small selection of its 203 SKUs introduced last year. Alterna Premium Tile mimics natural materials in 16 x 16 tiles that can be mixed to create unique styles. Luxe plank, a pressure-sensitive adhesive floor that attaches to the planks beside and above it, will also be shown at Surfaces.
In resilient sheet, attendees will see the fiberglass Cushion Step and loose lay StrataMax. “We believe much of the interest in these particular sheet floors are the great visuals— the No. 1 selling point,” said Alan Cubel, vice president of residential resilient, “but more so they are different than traditional vinyl floors and provide installation choices such as the option not to glue it down.”
Armstrong’s Bruce products will also have a prominent spot in the company’s booth, said Charles Wilson, product manager. In hardwood, the mill will show Legacy Manor, a 3/8-inch engineered plank in seven SKUs with random surface chatter. Beveled edges and ends create a casual look in oak or hickory.
Turlington maple will be the second hardwood displayed. Also a 3/8-inch engineered plank with beveled ends and edges, it comes in 3- and 5-inch widths in an extensive color line.
In Bruce laminate, Chelsea Park will highlight the fine finish category. With a magnum HDF core and AC3 wear surface, five species are available including a mineral forest visual that mimics petrified wood.
The T. Morton & Co. brand will be found at the Armstrong booth as well, highlighting its line of hardwood flooring. Solid ¾-inch and engineered 3/8-inch construction is available on all seven collections in 79 styles. What sets it apart are the visuals, from hand- sculpted textures to wire brushing— all made in the U.S., said Dawn McElfresh, product manager.
“What the consumer will find in T. Morton is a custom floor without the hassle of onsite finishing,” she concluded.
LANCASTER, PA.—Armstrong, the largest hard surface manufacturer in the industry, is returning to the show floor at Surfaces for the first time in five years. To accommodate an expansive product display, the mill is setting up camp in a 12,000-square-foot booth located toward the front of the main hall (FCNews Nov. 9/16, 2009).
While the size of the booth could appear daunting for some, the space is “to ensure that attendees of Surfaces experience Armstrong’s full commitment to the success of its retail partners and determination to continue to earn both their trust and business,” said Edward Sofia, independent channel marketing manager.
The mill will be exhibiting an extensive lineup of hard surfaces, beginning with its hardwood collections. “Armstrong’s hardwood portfolio gives specialty flooring retailers a unique and exclusive selling opportunity,” said Daniel Call, vice president of wood product management. “Our innovations include a broad range of visuals, from traditional oaks and maples to exotic species in a variety of finishes. Consumers are responding to this array of style and budget solutions.”
Among the supplier’s hardwoods will be Barrel Creek, a distressed style with vintner’s marks and authentic cooperage stamps; Century Estate, a recreation of antique plank floors in hickory, maple, oak and walnut; and Exotic Fusion, maple, mountain elm, ash and birch in the style of imported exotic species. It will also exhibit Highgrove Manor, a ¾-inch solid in North American oak, maple, hickory and cherry in a smooth finish, and Permier Performance, an acrylic impregnated engineered floor designed to withstand the most active of lifestyles.
Additionally, the hardwood support display will be on the show floor. “The easily shopped merchandising system and in-store tools present products in a way that is attractive, logical and easy to understand, helping consumers find the right floor and helping retail sales professionals close sales,” Call said.
In laminate, Armstrong will be showing its Coastal Living collection, a ruggedly finished product in three hues; Commercial laminate, a collection for architects and designers with Lock & Fold technology, and the Illusions Collection, the budget alternative to the premium Grand Illusions collection with Armalock technology.
In resilient, the manufacturer will bring a small selection of its 203 SKUs introduced last year. Alterna Premium Tile mimics natural materials in 16 x 16 tiles that can be mixed to create unique styles. Luxe plank, a pressure-sensitive adhesive floor that attaches to the planks beside and above it, will also be shown at Surfaces.
In resilient sheet, attendees will see the fiberglass Cushion Step and loose lay StrataMax. “We believe much of the interest in these particular sheet floors are the great visuals— the No. 1 selling point,” said Alan Cubel, vice president of residential resilient, “but more so they are different than traditional vinyl floors and provide installation choices such as the option not to glue it down.”
Armstrong’s Bruce products will also have a prominent spot in the company’s booth, said Charles Wilson, product manager. In hardwood, the mill will show Legacy Manor, a 3/8-inch engineered plank in seven SKUs with random surface chatter. Beveled edges and ends create a casual look in oak or hickory.
Turlington maple will be the second hardwood displayed. Also a 3/8-inch engineered plank with beveled ends and edges, it comes in 3- and 5-inch widths in an extensive color line.
In Bruce laminate, Chelsea Park will highlight the fine finish category. With a magnum HDF core and AC3 wear surface, five species are available including a mineral forest visual that mimics petrified wood.
The T. Morton & Co. brand will be found at the Armstrong booth as well, highlighting its line of hardwood flooring. Solid ¾-inch and engineered 3/8-inch construction is available on all seven collections in 79 styles. What sets it apart are the visuals, from hand- sculpted textures to wire brushing— all made in the U.S., said Dawn McElfresh, product manager.
“What the consumer will find in T. Morton is a custom floor without the hassle of onsite finishing,” she concluded.
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