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MIDTOWN™ Hardwood Selected by Top Builder

June 13, 2013 2:28 pm    Posted by rosanne    Comment (1)

Midtown Hardwood FlooringNothing says luxury like a beautiful hardwood floor. The new Midtown hardwood collection by Armstrong lets you achieve a stunning hardwood style without the cost implications or performance limitations.

One of America’s “Top 100 Builders”, Oakwood Homes, in Loveland, CO, recently discovered the unique advantages of Midtown. They installed nearly 800 feet of genuine walnut floors from the collection in a 2,100 square foot model home.

Inside the Model Home
The entryway, kitchen, and living room of this exquisitely styled Oakwood model home shout “STYLE” with varying hues of rich warm walnut that complement the vibrant furniture design.

“Midtown engineered hardwood flooring is also featured in Oakwood’s two design centers in Denver and Colorado Springs, and they have already had homebuyers interested in selecting Midtown for their new home,” says Armstrong Field Rep, Deb Waugh.

Oakwood Homes, no stranger to Armstrong products, having previously installed Armstrong vinyl, laminate and hardwood in other models, was especially interested in Midtown’s performance. Waugh explains why, “Midtown had a particular appeal to Oakwood Homes because of the fact that it performs particularly well in dry climates like Colorado.”

Midtown Key Features

Stability – A denser core makes Midtown hardwood less susceptible to the effects of moisture and seasonal temperature changes, including extremely dry climates like Colorado. The Midtown collection’s enhanced durability comes from its unique construction. At its heart, is an Eco-Certified Composite™ high-density fiberboard (HDF) core. This is not only an environmentally friendly choice; it’s harder and denser than solid or traditional engineered hardwood.

Dent Resistance – The combination of a micro-tough veneer over the HDF core makes Midtown more impact resistant than solid or engineered wood floors. It’s even tougher than other fiber core floors.

Midtown is made in the USA and is offered in eight designer colors in four species of wood: red oak, white oak, walnut, and maple. Its Lock & Fold™ system makes installation literally a snap.

Oakwood Homes has nine communities in Colorado, and they anticipate selling 600 houses this year. At a recent grand opening in April, numerous visitors toured the model home, and the response was very positive. Judging by that initial response, Midtown is likely to be a popular flooring selection in many of those homes.

Rosanne Macrina is a Category Marketing Manager responsible for hardwood flooring. As a second-generation Armstrong employee, she “grew up” with Armstrong products. She enjoys traveling, gardening, and running with Maximo, her spunky West Highland Terrier.