Armstrong enhances Alterna line

Home News Armstrong enhances Alterna line

LANCASTER, PA.—Armstrong has introduced the next generation of its highly successful Alterna LVT.

Alterna Reserve pushes design and value to even greater possibilities, said Yon Hinkle, product manager, adding those who sell Alterna quickly discover the enthusiasm their customers feel for this warmer, softer, more versatile alternative to ceramic and stone tiles.

Reserve takes all the attributes of Alterna and advances color and reproduction technology. He said the designs feature a level of true-to-nature realism that leading designers refer to as ‘super-naturals.’”

Alterna Reserve offers greater tile-to-tile variation than anything out there, Hinkle said. “Consumers can choose from 11 new designs, including stone looks in quartz, travertine and slate.” The products can be installed with or without grout to complete a custom look. And, an exclusive technology allows Armstrong to create 32 unique tiles per design ensuring that virtually no two tiles on a floor are the same.

“Alterna Reserve is the most natural- looking LVT available,” Hinkle said. “Other products have two or four tiles that repeat over and over. Reserve has 32; fewer repeats means you get a truly natural look.”

Customers will be drawn in by the color and realistic variations, noted Michael Goldberg, owner of Rite Rug, Columbus, Ohio. “Alterna already has more unique visuals in each box versus other products; Reserve takes it to the next level.”

Introduced a few years ago, Alterna has been very successful for dealers, Hinkle said. “Retailers continue to laud it as a great bottom line enhancer; it’s now generally recognized as the category leader for style and design. Alterna Reserve ups the ante.

“We believe the one-two punch of Alterna and the trade-up Alterna Reserve provides a great selling opportunity in terms of unbelievable looks, ease of installation and pricing,” he explained.

Jim Walters, president and co-owner of Macco’s Floor Covering in Green Bay, Wis., noted LVT has profit options unmatched by its natural counterparts. “End users have found its convincing looks provide a greater value proposition to the cleaning and maintenance of natural materials, not to mention the cost up-front. And, improved installation methods give dealers an easy sell when a customer is committed to the look of marble or travertine but has issues with the price tag.”

A new consumer ad campaign puts the spotlight on Reserve’s realism of in the September issues of Better Homes and Gardens, Good Housekeeping, Country Living, House Beautiful, Style At Home and others. The ads point consumers to Armstrong’s website,, where visitors can click on the dealer locator to find a local Armstrong retailer.

Alterna’s retail display facilitates both the shopping and selling process, Hinkle said. “Selection is made simple through a combination stacker and bin merchandising system featuring over-sized grouted tile boards to simulate installations as well as loose 16 x 16 tiles for color selection and a take-home sample vehicle.”

Alterna Reserve and Alterna are backed by Armstrong’s lifetime residential and five-year light commercial warranty.

For more information, call 800.233.3823.

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