Press Room | 2013

April 16, 2013

The Look of Solid Hardwood, The Advantages of Engineered Construction:
New MIDTOWN Flooring from Armstrong Delivers High Style and Easy Care

LANCASTER, PA, APRIL 16, 2013 – Armstrong Floor Products, the leader in the design and manufacture of residential flooring, introduces MIDTOWN™, an innovative hardwood floor that has the refined look of solid hardwood, the dimensional stability of an engineered floor and enhanced impact resistance that is superior to traditional solid or engineered wood flooring.

The MIDTOWN collection features eight different colors in 5-inch wide Oak, Maple and Walnut planks with a low gloss that enhances the wood’s natural characteristics. A beautiful sliced face veneer visual—a look that is traditionally only found in solid hardwood products—gives the floor’s surface a rich grain pattern. MIDTOWN is made in the USA and offers a 25-year Residential, three-year Commercial warranty backed by Armstrong®, the most trusted name in flooring.

There are two types of genuine hardwood…

Solid and engineered. Solid is 100% solid wood and can be sanded and refinished. Engineered hardwood also is 100% wood, but it is manufactured by permanently bonding together multiple layers of solid wood in a cross-ply construction. The result is superior strength and moisture/humidity resistance. Both solid and engineered hardwood floors (including MIDTOWN) can be screened (low-speed buffing) and recoated.

Solid hardwood flooring is usually recommended for installation at or above ground level because it is sensitive to shrinking and expanding from moisture or temperature changes and is typically nailed to a wood subfloor. Engineered hardwood, such as MIDTOWN, can be installed at any level in the home and can be glued, stapled or floated over wood, concrete or other existing floors.

More than a pretty face…

MIDTOWN’S unique construction produces a floor that offers the rich, grain patterns of a true solid wood, with a high-density fiberboard (HDF) core beneath its surface. The floor’s ceramic infused coating provides a high-wear resistant coating to help resist dings and scratches. The domestic hardwood comes from well-managed forests, and Armstrong’s Eco-Certified Composite (ECC) cores are locally-sourced fiber and recycled, recovered or post-consumer fiber content to provide enhanced performance and significantly improved dent resistance over conventional hardwoods.

This core is designed to solve many of the issues that come with using traditional wood floors. An HDF core, usually present in non-wood laminate floors, is made up of sawdust, shavings and wood chips that come from wood processing plants. This ultra-dense core in fact, gives engineered MIDTOWN™ wood flooring the highest moisture resistance possible in a genuine wood floor.

With this unique structure, wood’s typical vulnerabilities to humidity are reduced greatly versus typical wood or thick veneer engineered structures, ultimately resulting in a floor that will maintain its shape for longer. Additionally, the density of the core results in a floor that can be up to twice as hard as the same species of solid wood, helping to reduce dents and bruises.

HDF cores and engineered hardwoods in general make for easy installation. Instead of nailing the solid wood flooring to a subfloor, engineered floors with HDF cores can be installed directly over concrete and either clicked or glued into place. Armstrong’s Lock&FoldTM installation saves time and money; you simply insert the tongue of one board into the groove of another and gently push down until the pieces lock into place. This simple two-step process provides a tight and secure fit between boards.

The MIDTOWN Collection ignites design inspiration. To find a local retailer, visit http://www.armstrong.com/flooring/find-flooring-retailers.asp. For more information, visit www.armstrong.com.

About Armstrong World Industries
Armstrong World Industries, Inc. is a global leader in the design and manufacture of floors and ceilings. Based in Lancaster, Pa., Armstrong operates 34 plants in eight countries and has approximately 8,700 employees worldwide. For more information, visit http://www.armstrong.com/.

News Contact
Michelle Zelman, 717-859-6766
mjzelman@armstrong.com.

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