Press Room | 2013

January 2, 2013


LANCASTER, PA, JANUARY 2, 2013 – Armstrong Floor Products, a leader in the design and manufacture of residential flooring, features flooring products from new American-made handscraped hardwood to new shapes and sizes in Alterna, the popular alternative to ceramic tile this month at the International Builders Show in Las Vegas, Nevada.

American Quality, Guaranteed to Last

New American Scrape hardwood flooring from Armstrong® leverages the company’s industry-leading scale and proprietary, new manufacturing technology to deliver new handscraped wood products at very appealing prices that are made in the USA. American Scrape features richly textured solid and engineered hardwood floors, inspired by the rugged beauty of the American landscape. This special collection is offered in domestic hickory, known for its rustic character and superior hardness, and oak, an American classic. Everything about these floors has an American stamp – wide width planks (5”) and dramatic colors named for diverse regions around the country. Each floor is made in the USA. A portion of the sales from American Scrape collection will be dedicated to supporting Homes for Our Troops (HFOT), a national nonprofit, non-partisan organization that builds specially adapted homes for the nation’s severely injured veterans.

Resilient Sheet: Versatile, Beautiful & Affordable

Armstrong expands its most popular vinyl sheet collections – Memories™, Station Square™ and Initiator™ to offer builders and property managers in particular enhanced visuals and designs with greater depth, variation and definition, including varied width woods in high-end species like hickory and walnut, and classic stone looks like travertine and slate. The new designs and colors are based on nationwide research with key builders and property managers on want they want to see in vinyl sheet. Featuring award-winning MasterWorks Technology®, best-in-class stain protection and the durability of ToughGuard®, these introductions are the perfect combination of beauty and performance – the combination the builder and property management market demands. The Felt introductions provide customers in the builder market an opportunity to refresh their vinyl sheet offering with new, eye-catching new designs. New Initiator designs also now feature MasterWorks Print Technology for the first time, providing remarkably realistic-looking designs that replicate woods and stones. The floors look more like their natural inspiration, and also offer an increased warranty from five to seven years. This line delivers value; the quality of the products and appealing visuals give builders a competitive advantage, and the confidence people have in the Armstrong brand helps builders sell more homes.

The Tile Alternative

It’s beautiful; it’s durable; it’s groutable – but it’s not ceramic. Armstrong’s Alterna & Alterna Reserve engineered stone tiles deliver the beauty, performance and stylish looks of ceramic tile flooring, along with comfort, easy maintenance and a range of design colors. Since the largest segment of the ceramic market is 12X12s, Armstrong now offers two sizes, 12”x12” and 16”x16” tiles. A new Carrera Marble is a unique visual for Alterna. It is the epitome of a bathroom pattern. Available in both 12”x12” and 16”x16”, it’s a great new pattern and color that adds breadth to the Alterna design. In 2013, Alterna also will include Shapes and Sizes that will provide even more custom options.

These floors offer more unique flooring patterns with more random, natural visuals, and provide even better performance attributes than natural stone. Designed for comfortable living, Alterna is a welcoming surface for the entire family. It is made with a durable, protective wear layer that resists wear and stains with a grout that also resists stains.

Rethink What’s Possible: New Laminate Floors Blend High Design & Practical Value

Drawing inspiration from art, nature, fashion and culture, Armstrong transforms the latest interior trends into fabulous floors. Armstrong takes laminate flooring beyond the standard woods and stones to embrace unexpected materials in the new Coastal Living Patina™ collection. Sea Wall uses random widths and texture to create the effect of precast cement weathered by sand and saltwater. With a shift in color, it becomes Ore, reclaimed metal from the ocean floor, pitted with age for a rich patina. Inspired by driftwood with its deep grays and warm under tones, the wide planks of Weathered appear to have withstood years of exposure to unrelenting winds and harsh ocean elements.

Rustic beauty from Armstrong Rustics™ Premium collection offers standard and wide width plank designs with rustic textures, dramatic graining and natural aging to reflect the latest trends in hardwoods in three extraordinary designs.

Once one of America’s most popular hardwoods, American Chestnut is now so rare it is available only as reclaimed lumber, and at a premium cost. The character of chestnut’s prominent knots and natural mineral streaks, burnished and stained by years of use, has been recreated with precise accuracy and realistic texture in this extraordinary Reclaimed American Chestnut laminate.

Gorgeous and exotic, the detailed graining of Acacia, a richly colored African hardwood species, transforms the floor from a neutral background into a central design element. Hand-scraped texture and random plank lengths add to the realism of this globally inspired style.

Rough-hewn planks of white oak are deeply textured with knots and saw marks to create the rustic look of X-Grain. This unpolished look brings to mind the simple country cabins and hand-crafted furniture of generations past while being perfectly in step with current interior trends.

These groundbreaking designs are brought to life in such brilliant detail; they are often mistaken for the real thing. MasterWorks Technology® creates the clearest images, most vibrant colors and most realistic designs in flooring, while MasterWorks Technology with VTx™ takes it a step further, adding strikingly realistic texture and embossing in perfect alignment with the images. Beneath all this striking beauty and realism is quality and durability. Homeowners can live life comfortably on these floors, without living in fear of every scratch or scrape. Armstrong laminate floors are built around a solid core for stability, lasting durability and moisture protection. Lock&Fold® is the fastest, easiest two-step installation available. Just lock and fold and the floor is ready to be lived on.

For more information, visit

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

News Contact
Michelle Zelman, 717-859-6766


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