Press Room | 2012

November 5, 2012

Armstrong Expands Popular Vinyl Sheet Flooring Collections
New Designs in Entry-Level Initiator Feature MasterWorks Technology

LANCASTER, PA –Armstrong® expands its most popular vinyl sheet collections – Memories™, Station Square™ and Initiator™ – to offer builders 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.

“In addition to elevated designs in woods and stones, builders want a clear, greater design value and trade-up story,” says Rachel Lombardo, product manager, Residential Resilient 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 2012 Fall 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.

“Today, homeowners want greater value in the choices they make when building and it’s important that builders provide great designs at all levels of products, specifically at the entry-level,” says Lombardo.

“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.”

For more information, visit

About Armstrong World Industries
Armstrong World Industries, Inc. is a global leader in the design and manufacture of floors, ceilings and cabinets. In 2011, Armstrong's consolidated net sales totaled approximately $2.9 billion. Based in Lancaster, Pa., Armstrong operates 32 plants in eight countries and has approximately 9,100 employees worldwide. For more information, visit  Established in 1860, Armstrong celebrated its 150th anniversary in 2010.

News Contact
Michelle Zelman, 717-859-6766 or


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