When the first issue of Floor Covering News arrived in 1986, Ronald Reagan was president, “Top Gun” was dominating movie screens, the average new home cost less than $90,000 and carpet was still king. Retailers relied on printed catalogs; consumers looked to magazines for design inspiration and the idea of researching flooring online—or asking artificial intelligence for decorating advice—was decades away.
Forty years later, the flooring industry has been transformed.
Today’s homeowners begin their flooring journey long before they enter a showroom. They research products online, compare reviews, explore design inspiration and expect brands to deliver confidence before they ever make a purchase decision. Retailers compete in a marketplace where product innovation, dependable supply, speed to market and strong partnerships are more important than ever. Yet one thing has remained constant: consumers continue to choose brands they know and trust.
Congratulations to FCNews on 40 years of chronicling the people, products and innovations that have shaped our industry. That same spirit of evolution has defined the journey of three iconic flooring brands—Armstrong Flooring, Bruce and Crossville—each with a unique heritage and each continuing to shape the future of hard surface flooring.
Armstrong Flooring: The next chapter
For generations, Armstrong Flooring has been one of the most recognized names in flooring, helping define the evolution of resilient flooring through a commitment to design, performance and innovation.
A significant milestone in that history is Diamond 10 Technology, which celebrates its 10th anniversary this year. Introduced in 2016, Diamond 10 raised expectations for durability by incorporating cultured diamonds into the wear layer to provide exceptional scratch resistance and long-lasting beauty. A decade later, it remains an example of meaningful innovation that continues to deliver value for homeowners and retailers.
Today, the Armstrong Flooring brand is entering an exciting new chapter under AHF Products. One of the industry’s most trusted names continues to grow with renewed investment, expanded capabilities and a commitment to retail success.
The Armstrong Flooring DLuxe Plank HDPC rigid core collection reflects that strategy, combining premium visuals, waterproof performance, exceptional stability and Diamond 10 Technology with the advantages of domestic manufacturing.
Most importantly, Armstrong Flooring continues to create consumer confidence. Recent research shows that 87% of flooring professionals and 84% of homeowners say they would purchase Armstrong Flooring products. A recent geo-targeted digital campaign further demonstrated the power of the brand, with 50% of consumers who clicked on Armstrong Flooring advertising going directly to a retailer locator. The strongest brands do not compete with retailers—they create demand for them.
Bruce: Nearly 140 years of leadership
If Armstrong Flooring represents resilient flooring innovation, Bruce signifies the enduring craftsmanship and beauty of American hardwood. Founded in 1886, Bruce has spent nearly 140 years earning the trust of homeowners, builders and flooring professionals. The brand’s reputation was built on consistency, quality and performance, qualities that continue to define Bruce today.
While honoring its heritage, Bruce, the epitome of American craftsmanship, continues to innovate for modern lifestyles. The portfolio includes water-resistant engineered hardwood, advanced densified wood technology designed to improve scratch and dent resistance, wider planks, contemporary matte finishes and solutions that make hardwood easier to install and maintain.
The brand continues to invest in the collections that helped establish its leadership position. Dundee, one of Bruce’s most recognized and successful hardwood collections, has been refreshed with a modern low-gloss finish while maintaining the authentic character and trusted performance generations of customers have appreciated.
Crossville: American-made porcelain
Like FCNews, Crossville began its journey in 1986. Founded as the first porcelain tile manufacturer in Tennessee, Crossville helped establish American leadership in porcelain tile through innovation, technical expertise and design excellence.
Throughout its history, Crossville has pioneered industry advancements including domestic large-format porcelain production, tile manufactured with certified recycled content, fired porcelain recycling through its Tile Take-Back Program and Green Squared certification across its U.S.-produced tile portfolio.
Today, Crossville expands AHF Products’ leadership across the hard surface category, bringing design-forward porcelain solutions to architects, designers, commercial customers and homeowners.
Building the future of flooring
The combination of Armstrong Flooring, Bruce and Crossville represents something unique: three iconic brands with distinct histories, united by a shared commitment to innovation, quality and customer confidence.
Since its formation in 2018, AHF Products has continued to build on these legacies while investing in the future. Today, AHF operates 11 domestic manufacturing facilities across solid and engineered wood, vinyl and porcelain, providing speed, flexibility and supply reliability retailers need in an increasingly complex marketplace.
The addition of the Cartersville, Ga., facility strengthens AHF’s rigid core manufacturing capabilities, while investments across its domestic footprint support faster replenishment, improved inventory reliability and greater confidence for retail partners.
Looking ahead, AHF Products has a significant opportunity to build on the strength of three iconic brands. Armstrong Flooring returns to residential retail with expanded assortments led by HDPC rigid core featuring Diamond 10 Technology. Bruce continues to strengthen its hardwood leadership with innovations such as Hydropel waterproof hardwood and Natural Choice solid wood. Crossville continues to bring American-made porcelain solutions to the marketplace.
Timeline of progress
2018: AHF Products is formed following the acquisition of Armstrong Flooring’s wood flooring business, bringing together the Bruce, Hartco and Robbins brands.
2019: AHF acquires LM Flooring, expanding its engineered hardwood portfolio and adds tariff-free and duty-free production capacity in Cambodia.
2020: AHF organically enters commercial resilient segment through launch of AHF Contract.
2021: AHF acquires Parterre and American OEM Wood Floors, adding Raintree, Hearthwood and Emily Morrow Home.
2022: Paceline Equity Partners acquires AHF Products. In addition, AHF acquires certain key domestic manufacturing assets of Armstrong Flooring, Inc., including LVT and VCT and resilient sheet in Lancaster, Pa., and Kankakee, Ill..
2023: Crossville joins AHF Products, adding American-made porcelain tile while expanding hard surface portfolio.
2024: AHF acquires two sawmills in West Virginia.
2025: AHF expands its domestic manufacturing footprint with the addition of its Cartersville, Ga., facility, strengthening its rigid core flooring capabilities.
2026: AHF converts its Lancaster, Pa., manufacturing facility to produce luxury vinyl tile (LVT), further strengthening domestic manufacturing and supply. At the same time, Armstrong Flooring brand returns to residential retail under AHF Products, joining Bruce and Crossville as part of one of the industry’s most comprehensive portfolios of trusted hard surface brands.
