Dallas—Floor Covering News is here for the third leg of the 2026 Armstrong Flooring Roadshow, a series of events held in conjunction with Armstrong Flooring/AHF Products distribution partners. Adleta served as the host site for this week’s event, which welcomed scores of retailer/designer customers.
“The reaction from retailers and distributors to having the Armstrong Flooring brand back in residential has been phenomenal,” said Jennifer Zimmerman, chief commercial officer, AHF Products. “We haven’t done anything like this in a really long time.”
The road show format, according to Zimmerman, gives AHF Products a platform to create a high-impact experience that celebrates the return of the Armstrong Flooring brand to retail and gives customers the confidence and tools to sell the brand. Make no mistake: this isn’t simply a return of a historic brand. Rather, according to the company, it’s an opportunity to help write the next chapter in a storied history. Generations of families have trusted Armstrong Flooring. For decades they have associated the Armstrong brand with quality, style and lasting value.
“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, 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.”
Expanded product portfolio
Armstrong Flooring is returning to retail with a wide assortment that includes DLuxe Plank HDPC luxury vinyl plank, which is produced at its Cartersville, Ga., facility. In support of the expanded Armstrong Flooring portfolio, AHF has rolled out a flexible merchandising system that allows retailers to configure for standalone displays or larger branded presentations.
“Customers that already display Armstrong-branded products will receive a retro-fit kit so they can turn their existing display into an Armstrong Flooring merchandiser,” Zimmerman explained. “We also offer a spinner display that can hold a full-size plank showcasing the heft of the product.”
Another road sow highlight is the Sacred Grove Select collection of engineered hardwood, produced at AHF’s facility in Turney, Tenn. The new line boasts a billet plywood core for strength and dimensional stability, and utilizes select-grade hardwood and trendy colorways.
Rounding out the new offerings are three porcelain tile collections—Heritage Tailoring, Subtle Chic and Indie Edge—that span a range of styles, price points and project needs. All are made domestically at its plant in Crossville, Tenn.
But it wasn’t just about new collections. Attendees also got their first look at a completely revamped Armstrong Flooring website, which touts improved functionality, visualization tools, lifestyle content and lead-generation capabilities, among other key enhancements. The site also allows visitors to peruse other flagship AHF Products brands.
All these upgrades, according to the company, give retailers a powerful one-two punch: a brand consumers already recognize, combined with a portfolio that gives them more ways to sell it. As King explained: “We are backing it with the products, displays, marketing and supply reliability to help our partners turn that opportunity into growth.”
Adleta retailer customers in attendance here expressed excitement about the expanded offerings as well as the focus on the Armstrong Flooring brand in general.
“We’re excited to see the Armstrong Flooring-labeled vinyl plank products that are coming out,” said Trey McGee, Henson Carpet One, Shreveport, La. “The Diamond 10 finish has been popular on the commercial side, and we’re excited about Armstrong Flooring bringing that back on the residential side. We also like what we’re seeing in terms of the premium hardwood looks being offered as well as the new tile products.”
Steve Watson of All About Floors, Forney, Texas, was similarly impressed with the new offerings, particularly the Sacred Grove Select Engineered Hardwood collection. “We sell a lot of hardwood in our store,” he told FCNews. “We like the fact that the consumer will be able to refinish the product. The Made in America aspect is also a huge deal.”
For more on this story, look for the November 2 issue of FCNews.