Armstrong spotlights products at Surfaces

Home News Armstrong spotlights products at Surfaces
Armstrong will highlight the following products at Surfaces 2012 in Las Vegas. 
  • Alterna Reserve Luxury Vinyl Tile.  Stone quarried from the earth provided the design inspiration for the latest collection in the Alterna premium tile line. Alterna Reserve captures the true-to-life colors and textures of travertine stone, quartz and slate in three patterns: Moselle Valley, Cuarzo and Classico Travertine. The story of this collection lies in the number of unique visuals within each pattern. Where many luxury vinyl tile collections offer only 2-4 unique visuals, Alterna Reserve offers 32 different tile variations. Virtually, no two tiles are the same, which allows for the creation of a floor with more random, natural visuals. Just like you would find in nature. Designed for comfortable living, Alterna is a welcoming surface for the entire family.  Its quiet and forgiving surface readily tolerates spills and drops, so much so that pet lifestyle expert Wendy Diamond says it’s the flooring to create a pet-friendly home. It is made with a durable, protective wear layer that resists wear and stains with a grout that also resists stains. People view Alterna as being a perfect floor because it is not as cold underfoot and still provides the high-end visual of ceramic tile.

    Bruce Rustic Heritage

    Customers can enjoy all the benefits of stone without the drawbacks.  For more information, visit

  • Prepare to close more sales with Armstrong Performance Plus Hardwood. The Performance Plus collection combines strength and beauty to bring more value to consumers as they hunt for reasons to buy one hardwood floor from another. The collection offers premium performance at a great price; suggested retail starts at less than $6.00 psf. Proprietary acrylic-infusion technology gives Performance Plus unbeatable strength while enhancing the wood’s natural beauty. It has the highest hardness of all wood floors, including solid and tropical exotics. Even cherry—one of the softest hardwood species – becomes harder than oak that has not been infused. The floors offer increased indent resistance and the most resistance to scratches and stains. The exclusive Nano Aluminum-Oxide finish technology found in the topcoat sealant lets the true beauty of natural hardwood shine through. Every piece of Performance Plus Hardwood possesses vivid coloring and consistent uniformity.  Performance Plus Hardwood is available in a wide range of colors and species, including maple, hickory, oak, cherry, birch and walnut, with custom gloss levels to accentuate the floor’s natural graining. It also is the only wood floor product to combine all these consumer-driven features with the ease and simplicity of glueless Lock&Fold installation. In addition to its superior durability, color and detail, the collection carries a 50-year warranty customers can trust. According to Milton Goodwin, vice president, residential hardwood, Armstrong hardwood floors aren’t meant to be just for show. “These floors offer the beautiful looks people want with the peace of mind provided by true ‘high performance’ hardwood flooring. They can withstand the demanding lifestyles of modern families.  This is the perfect floor for those who want hardwood that will look beautiful day after day—especially in active homes with kids and pets.”  Armstrong continues its long-standing practice of offering unparalleled hardwood product offerings, backed by the most trusted name in flooring, to give specialty flooring retailers a unique and exclusive selling opportunity as part of its targeted, ongoing investment in its dealers’ success.

    Amstrong Hardwood Performance Plus Cherry Sugared Honey


  • The right products at the right price. The new Handscraped Hardwood Collection leverages the company’s industry-leading scale to deliver new handscraped wood products at very appealing prices. Armstrong’s new offering encompasses a range of looks that can be tailored to an exact fit for any retailer’s market. Retailers will instantly recognize the advantageous price points afforded by the container purchase program. With the bevy of rustic looks by way of handscraping and distressing, retailers have more options to offer homeowners. Armstrong Rustic Accents, engineered hardwood in acacia and walnut, is ½” thick with 5” wide planks.  Armstrong Artesian Hand-Tooled engineered hardwood is offered in hickory, birch and oak, and with random board widths of 4”, 5” and 6”, ½” thick. Bruce Frontier is engineered hardwood in hickory or birch hand-scrapes, high-fashion blackwash finishes available, in 5” wide planks. Bruce Rustic Heritage is a solid hardwood collection in birch, white oak, hickory and acacia in ¾” thick and 4-5” wide planks. America’s most successful retailers have learned to trust Armstrong and Bruce to be a reliable partner. With the beautiful, desirable, affordable new handscrapes, retailers have more reasons to sell Armstrong and Bruce brands to their customers. Retailers offering dramatic visuals and differentiated products at competitive prices win sales.


  • Armstrong’s vinyl sheet line-up provides its distribution and retailer partners with a powerful advantage. Case in point, StrataMax, the ‘rock back’ floor with 70% stone composite in the bottom layer for durability. StrataMax, already famous for performance, durability, now moves to the head of the class for beauty. Armstrong has refreshed its look with new best-in-class designs that are an immediate hit with customers. Award winning MasterWorks technology creates vibrant, naturally-textured and visually-realistic floor designs. The Armstrong proprietary CleanSweep/CleanSweep Plus and ToughGuard II positions StrataMax as a product that offers maximum performance and durability that simply cannot be replicated. Adding to these proprietary points of difference is the product’s flexible installation directly over OSB, making it particularity easy to install. All supported by proven effective merchandising and sales training.


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