By Steven Feldman
LAS VEGAS—The National Floorcovering Association enriched its product lineup when a customized hardwood collection called Lifetime Luxury Hardwood was previewed to members on Surfaces eve.

Supplied by Armstrong in a fashionable fixture that holds 48 sample panels and 75 designs, members have a choice of branding the line Lifetime Luxury or Armstrong. “Personally, I think the unbranded header should be the preference,” said Sam Roberts, who chairs the group’s hardwood committee.

The assortment consists of what Roberts described as “go-to” items, including meat and potato products for the everyday customer as well as fashion-forward items to service high-end clientele. The line consists of solid and engineered constructions along with traditional and character visuals in widths ranging from 2¼ to 5 inches. Species include hickory, oak, acacia and birch.

Members will also have the opportunity to customize the collection, including their personal best sellers. Armstrong agreed to retrofit those particular samples for consistency in the display.

The line also offers enhanced performance by virtue of Armstrong’s new finish technology that employs multiple layers of aluminum oxide infused with nano particles. Armstrong claims this nanotechnology makes the wood twice as scratch resistant as anything else on the market. Armstrong is backing up this claim with an NFA-exclusive lifetime warranty for every item on the rack.

“In order for us to move forward, Armstrong needs to place 100 displays,” Roberts said, imploring members to get behind the program before May 1. “I think it is a fantastic opportunity for the group.”

In other NFA news:

• The association is in the process of switching from a not-for-profit Rhode Island company to a Delaware for-profit company. The move will have no effect on day-to-day operations.

• The NFA is looking at entering the insurance replacement business by partnering with a firm that solicits business from insurance carriers nationwide to funnel leads through approved vendors.