Mountville, Pa.—AHF Products’ Robbins brand introduced ArmorWood—a densified wood flooring that uses a patent-pending process to create hardened wood. As a result, the company said, the customer gets a 100% natural hardwood floor that not only fends off gouges from a dog’s nails but is also waterproof, protecting floors from the occasional pet accident.
“We know today’s consumers aspire for real, authentic hardwood as their No. 1 flooring choice but often compromises due to performance concerns when pets are a part of household living,” said Steve Staikos, general sales manager, AHF Products. “ArmorWood answers the bell on both fronts—hardwood authenticity without sacrificing performance.”
ArmorWood Densified Hardwood is up to 6x more dent resistant, up to 4x more scratch resistant and its face veneer up to 2.8x thicker than competitive 0.6mm paper-thin face veneer products, according to the company. ArmorWood is said to have the equivalent performance as SPC and laminate along with being superior to traditional solid and traditional engineered wood. In addition, new Cleantivity antimicrobial coating technology inhibits the growth of bacteria, mold and mildew that could damage the floor.
“Robbins has been serving America since 1886,” Staikos said. “Our solid and engineered wood flooring, rigid core and TimberTru flooring performs as great as it looks. We are providing market exclusivity to participating retailers, so their product mix is different from the store a mile down the road.”
According to Staikos, the company has listened to consumers who are looking for innovative ways to make everyday tasks easier, without sacrificing style. In addition to high performance, ArmorWood offers sliced-face visuals that look like solid hardwood and uniformed wire brushing techniques are indicative of designer European solid white oak floors, offering a luxurious look and feel.
Consumers can see how Robbins floors look in their space on Robbins.com. The Visualizer tool is an easy-to-use online platform where consumers can visualize and design their dream floor instantly on any device. The tool allows for a streamlined process and quicker turnaround on projects and provides a fast, seamless way for homeowners and professionals to build confidence during product selection. Consumers see how a color or style will look in a variety of different rooms and can even upload their own image in seconds to see how their selections will look in their own home.
With the visualization technology, retailers have a wealth of inspiration to work remotely or in the showroom with consumers and dealers can help customers immediately see what their floor will look like as well as follow-up with actual samples.
“In today’s competitive flooring market, retailers are looking for ways to increase sales while maintaining a focus on high-quality product offerings,” Staikos said. “We have a terrific opportunity with Robbins products, and ArmorWood specifically, to provide specialty retailers with a unique selling proposition.”