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Armstrong adds five new looks to Alterna

Screen Shot 2015-05-18 at 10.05.44 AMLancaster, Pa.—Armstrong Floor Products has introduced five new additions to its Alterna engineered stone flooring collection. Alterna mimics natural looks while providing warmer and more comfortable tiles. The new additions include Whispered Essence & Regency Essence, Enchanted Forest, Rossini Marble, Urban Gallery and Artisan Forge.

“The multiple sizes and shapes available in many Alterna collections allow you to express your personal style with a unique pattern installation,” said Yon Hinkle, product manager for Armstrong. “Even a subtle adjustment—like installing on an angle to create a diamond pattern or staggering the tiles like bricks or even including a different design as a border—can dramatically change the look of your room.”

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Armstrong readies itself for 2012

by Melissa McGuire

Lancaster, Pa.—Armstrong has come into 2012 loaded with significant introductions in its laminate and hardwood portfolios along with a focus on its 2011 Altera Reserve intros that are just now gaining traction in the marketplace.

With luxury vinyl tile all the rage these days, Armstrong believes Alterna and its step-up Alterna Reserve offer the best visuals on the market. As such, the company is positioning these collections not versus competing LVT but rather the real thing—the stones they emulate, according to Allen Cubell, vice president of residential resilient products. Continue reading Armstrong readies itself for 2012

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Surfaces shows it’s not your grandmother’s flooring

by Celia Payne

Call it retro, call it a throwback, but resilient continues to gain market share. What once may have been considered an outdated, cheaper alternative to the “real deal,” consumers are seeking ways to integrate the versatile faux looks into every part of their home. Continue reading Surfaces shows it’s not your grandmother’s flooring

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Resilient revival: Flooring dealers loving Alterna, Luxe

It wasn’t so long ago that Jim Walters, president and co-owner of Macco’s Floor Covering in Green Bay, Wis., viewed the vinyl category with disdain. “It was a non-issue residentially; it didn’t exist in our market,” he said.

Then grouted luxury vinyl tile hit the market, and products like Armstrong’s Alterna LVT completely transformed the category for Macco and many other flooring retailers and distributors. “We classify LVT as a separate category from other vinyl products, and it is now the second-largest hard surface category for us,” Walters said. “It has gone from zero to No. 2 in a very short period of time, and it keeps growing.” Continue reading Resilient revival: Flooring dealers loving Alterna, Luxe

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Retailers off to strong start with Armstrong in 2011

When Harry Harles, owner of Brentwood Carpets & Flooring, Raleigh, N.C., had the opportunity to provide the flooring for a Habitat for Humanity effort in his county, he did not want to disappoint. After all, his work would be seen on the season premiere of “George to the Rescue” on NBC.

His task: lay 600 feet of hardwood flooring in four hours. To meet that objective, Harles said he needed a company he could rely on, one that would give him the right product on schedule, a product he could count on.” Continue reading Retailers off to strong start with Armstrong in 2011

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Resurgence of carpet and resilient; the new normal dictates value, function, innovation

As the saying goes, every cloud has a silver lining and this rings true in floor covering. A decidedly negative economic state found a ray of light in the resurgent sales of resilient flooring and carpet. On the decline for much of the early 21st century, these two categories have been consistently gaining market share throughout the financial downturn and beckoned sales in a climate where other categories suffered mightily.

“Resilient is on the rebound,” said David Sheehan, vice president of resilient business at Mannington Mills, “due in large part to the movement of the consumer toward products that are practical and pragmatic in today’s economy.” Continue reading Resurgence of carpet and resilient; the new normal dictates value, function, innovation

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Visuals drive high-end resilient products

Though some buyers are looking for deals, choice flooring in the home adds a certain something beyond higher prices. That something is identified as the “wow” factor by Paul Mixon, manager of resilient business, Mannington. Beautiful floors that catch a visitor’s eye are not only good for the buyer, but ultimately for the retailer. A successful installation in the home is a great product display for new buyers. “This is the best kind of referral and will result in a motivated shopper who knows what she wants, where to get it and is ready to pay.”

High-end floors also help retailers distinguish themselves from other stores, particularly big boxes. “They send the message that a retailer carries only quality products and can be trusted because they only sell the best,” said Gary Finseth, director of marketing, Tarkett Residential. This kind of recognition is another way to generate referrals from satisfied customers. Continue reading Visuals drive high-end resilient products