Mountville, Pa.—AHF Products will take Armstrong Flooring on the road this October for five retailer events across the country.
The roadshow will introduce new flooring assortments, flexible merchandising and expanded consumer marketing support. Events will run Oct. 13-29 at five distributor locations.
“This is an exciting moment for the Armstrong Flooring brand and, more importantly, for our retail partners,” said Chris King, senior vice president of residential sales at AHF Products. “We are coming back with products designed for today’s consumer, the recognition of a name people already know and trust and the marketing and merchandising support retailers need to turn that into sales. We want retailers to see the opportunity, experience the products and get excited about what we can build together.”
King said the breadth of the new portfolio is one of the launch’s biggest changes.
Armstrong Flooring is returning to retail with more than its resilient heritage. The assortment includes DLuxe Plank HDPC luxury vinyl plank and Sacred Grove Select Engineered Hardwood. It also includes three porcelain tile collections.
The broader portfolio arrives as brand recognition continues to influence flooring purchases. A 2026 Cleveland Research Center study identified Armstrong Flooring as the most recognized brand in flooring.
Nearly 85% of surveyed consumers and professionals said the brand name was important. They also said they would recommend Armstrong Flooring.
“That recognition, now paired with a broader portfolio, gives retailers another way to differentiate, build consumer confidence and capture more of the flooring project,” King said.
Portfolio expands across hard surface
DLuxe Plank HDPC delivers design-forward luxury vinyl with Diamond 10 Technology surface protection. Patented HDPC technology creates a dense, dent-resistant rigid core.
The planks require no acclimation and remain dimensionally stable from 0 to 200 degrees Fahrenheit. The product also carries GREENGUARD Gold certification for low VOC emissions.
AHF manufactures DLuxe Plank HDPC at its Cartersville, Ga., facility.
Sacred Grove Select Engineered Hardwood combines U.S. manufacturing with a billet plywood core for strength and dimensional stability. The collection uses select-grade hardwood and colorways inspired by warm, organic interiors.
AHF designed the collection to pair traditional hardwood character with performance for today’s residential market.
Armstrong Flooring’s porcelain portfolio includes Heritage Tailoring, Subtle Chic and Indie Edge. The collections span a range of styles, price points and project needs.
AHF manufactures the porcelain collections in Crossville, Tenn.
Domestic production supports supply
AHF said U.S. manufacturing can support more reliable supply and delivery for retailers. Domestic production can reduce exposure to tariffs, ocean shipping delays and customs issues.
It also allows full and half truckload quantities instead of requiring full shipping containers. That flexibility can help retailers and distributors manage inventory, costs and pricing.
New merchandising and marketing support
AHF is also introducing a flexible merchandising system for the expanded Armstrong Flooring portfolio. Retailers can configure the system for standalone displays or larger branded presentations.
The system brings multiple categories together while making the assortment easier for consumers to navigate.
The company is also investing in consumer marketing and digital tools. A redesigned website and enhanced store locator will help shoppers find participating retailers.
Local search marketing and targeted digital campaigns will also support retailer traffic. Retailers can enhance locator listings, identify stocked collections and receive leads from sample requests.
The company said a recent Armstrong Flooring digital campaign generated a 50% conversion rate. One in two consumers who clicked an ad continued to the dealer locator.
“We have an opportunity to give retailers something powerful: a brand consumers already recognize, with a portfolio that gives them more ways to sell it,” King said. “And we are backing it with the products, displays, marketing and supply reliability to help our partners turn that opportunity into growth.”
Retailers can register for the October roadshow through their distributor.