Hardwood floors from Armstrong World Industries make retailers’ jobs easier and their businesses more profitable. It’s that simple, said Paul Murfin, vice president of sales and distribution.

Exclusive installation innovations like the newly patented Bruce Turlington Lock&Fold featuring NextGen technology, the superior indentation and gouge resistance of Armstrong’s new acrylic infused high-performance Premier Performance Hardwood and elegant collections like Armstrong Global Exotics offer everything a dealer needs.

Retailers have an opportunity to differentiate their stores with innovative products that can simplify installation and heighten customer satisfaction. Consumers benefit from an array of style and budget solutions, including selecting from a variety of species and widths across multiple platforms ranging from 5/16-inch solid to 3/4-inch engineered woods. Recognized brands, including Bruce, Armstrong and Robbins—the three most popular among consumers—attract customers and help enhance a dealer’s reputation.

“Armstrong innovations become the retailer’s advantage,” Murfin said.

Latest patent

Armstrong has just been awarded the patent for its NextGen engineered technology that revolutionizes hardwood installations. Bruce Turlington Lock&Fold offers a dimensionally stable floor with twice the lock strength of traditional locking floors for a durable surface that will not shift or buckle.

Bruce takes the industry’s fastest and easiest hardwood installation system and pairs it with best selling domestic species. The result? A floor that saves the dealer time and money—an average of 30% per job—and meets homeowners’ design needs. No need for glue, nails or staples means reduced material expense and cost savings to retailers and installers alike. The planks simply lock and fold in two easy steps versus other products that require three or more.

“This product has the ability to revolutionize wood installation; it is so simple to work with,” said Jim Walker, CEO, International Certified Floorcovering Installers Association. “It requires fewer tools than anything I’ve seen. The product is engineered so well it will make a professional out of every installer.”

Also new to Bruce is Westchester 3/4-inch engineered plank, which offers the same thickness as a solid product but with the extra benefit of increased dimensional stability. This eliminates issues associated with seasonal movement, such as shrinkage and expansion, which can occur with a solid floor.

This extra-thick, 3/4-inch rigid engineered product provides a dimensional structure that can be confidently installed over subfloors with wide joist spacings to cover spans with low risk of movement. And with a one-time sanding warranty, it can be refinished like a solid wood floor.

Blending specialty visuals, exotics and installation flexibility

Consumers tell retailers they want more choices—more unique tropical exotic species and “specialty visuals” available in wide planks. Last year alone, Armstrong introduced over 400 wood SKUs across its three brands and transformed its wood business from being primarily oak and maple to the broadest portfolio of wood products available from a single manufacturer. This has translated into more choices for consumers and more sales opportunities for retailers.

New Global Exotics is a collection of choices. Species from around the globe are gathered in different product structures and price points under one brand name—Armstrong—to help dealers leverage the breadth of product line. Unique species are distinguished by their origin, color and grain. In addition to striking elegance, these premium hardwoods possess superb hardness and inherent durability. Available in 3/4- and 5/16-inch low profile solid and 5/8- and 3/8-inch engineered construction, these floors fit any home.

Armstrong pioneered the development of proprietary 5/16-inch thick solid wood construction that offers a smooth transition to rooms with different floorings, “making it an excellent choice for remodeling projects,” Murfin says. Available in 3-inch-wide planks in five exotic species—cumaru, Brazilian cherry, lapacho, tigerwood and sucupira—each features a 25-year finish warranty and is part of the Armstrong Innovative Solutions product portfolio.

Armstrong Premier Performance

Through a proprietary process, liquid acrylic and stain are infused in the floor for increased hardness, added durability and through color. Premier Performance Hardwood offers the timeless beauty of real hardwood with increased resistance to dings and dents compared to traditional wood floors. It’s perfect for active homes with kids and pets.

“Hardwood floors weren’t meant to be looked at,” Murfin said. “They were meant to be lived on, tread upon and trampled over. We designed it to withstand the day-to-day punishment of active living. Only Armstrong is committed to supporting the retailer for residential use of acrylic-infused hardwood.”

The Permion Wear Layer provides superior wear-through protection and increases gloss retention compared to traditional hardwood and is warranted for residential and commercial installations.

Brand power

“Today our brands have the strongest awareness in the categories in which they participate. Though it has long been associated with vinyl flooring, Armstrong is No. 1 in hardwood, followed by the No. 3 position with Bruce,” said Laurie Israel-Cubell, vice president, marketing and new product development. “And since Armstrong Hardwood is offered exclusively to retailers, our priority is for independent dealers to benefit from all our efforts to support the No. 1 brand in flooring.”

Murfin noted Armstrong’s three-brand strategy is designed so each brand can be a stand-alone product line as well as complement the others. In other words, a retailer can build a strong hardwood business around any one line. “We have several appropriate options for just about any consumer or application and countless profit opportunities for retailers,” Murfin said.