Press Room | 2011

August 4, 2011



Considering installing a tile floor? Think about new Alterna Reserve™ luxury vinyl tile from Armstrong, a warmer, softer, more versatile alternative to ceramic and stone tiles.   It’s so realistic that people are referring to this new luxury vinyl collection as “super-naturals.”

The look of natural stone continues to be a design favorite that brings elegance and style to any space.  Now, the natural beauty and benefits of stone can be enjoyed without any of the drawbacks – no more hard, cold flooring underfoot, cracked tiles or unforgiving surfaces. 

Stone quarried from the earth provided the design inspiration. Alterna Reserve perfectly captures the true-to-life colors and textures of travertine stone, quartz and slate in three stunning patterns: Moselle Valley, Cuarzo and Classico Travertine. The story of this collection lies in the number of unique visuals within each pattern. Where many luxury vinyl tile collections offer only two-to-four unique visuals, Alterna Reserve offers an unprecedented 32 different tile variations. Virtually, no two tiles are the same, which allows for the creation of a floor with more random, natural visuals, just like you would find in nature. The difference is that these bold, realistic stone flooring tile designs offer all the benefits of Alterna luxury vinyl tile.

Designed for comfortable living, Alterna tile flooring is a more welcoming surface for the entire family. Its quiet and forgiving surface more readily tolerates spills and drops.  Pet lifestyle expert Wendy Diamond says it’s the flooring to create a pet-friendly home: “Floors are very important for a pet-friendly home. Pet claws can cause a lot of scratches and wear and tear. Hard surface floors are best for pet parents because carpet absorbs odors and catches fur and dust. Alterna is not only pet friendly, it’s family friendly since it’s wear-water-and-stain resistant. It’s also easy to clean.”

“People love choices and Armstrong delivers in a big way,” said Yon Hinkle, Armstrong Product Manager. “Brand recognition is important, and Armstrong certainly enjoys that in the consumer’s mind . The Armstrong name is synonymous in the homeowner’s mind with quality, trust, value and dependability , and delivers on the promise of helping our customers get the right floor. “  

Armstrong makes it easy for consumers to find the products they want via  The site has an SKU-specific store locator, so once consumers select a product, they can find a retail location that carries it. 

Dramatic, distinctive and convincing, new Alterna Reserve builds on the success of Armstrong’s popular Alterna™ luxury vinyl tile collection with greater tile-to-tile variation.  The traditional Alterna collection is designed to capture the timeless look of natural stone while providing a comfortable surface for everyday living.  Less tile-to-tile variation creates a more subtle, refined floor. The New  Alterna Reserve is a more exclusive selection of flooring that offers all the features of Alterna, while achieving more dramatic high-end stone designs; dramatic realism through greater tile-to-tile variation.

With the popularity of large format tile, Alterna’s large 16″x 16″ rectangular size is one of the most stylish sizes on the market.  Plus, the oversized tiles can be mixed and matched among unique patterns, distinctive textures and natural colors. 

Alterna flooring is made with a durable, protective wear layer that resists wear and stains with a grout that also resists stains.  Alterna offers a lifetime residential and five-year light commercial warranty backed by Armstrong, the most trusted name in flooring.

About Armstrong World Industries
Armstrong World Industries, Inc. is a global leader in the design and manufacture of floors, ceilings and cabinets. In 2010, Armstrong’s consolidated net sales totaled approximately $2.8 billion. Based in Lancaster, Pa., Armstrong operates 33 plants in eight countries and has approximately 9,500 employees worldwide. For more information, visit or become a fan on Facebook.

News Contact
Michelle Zelman
phone: 717-396-4664

Nothing exemplifies value better than resilient flooring, and with Armstrong’s Alterna offers customers affordable products that are stylish, unique, family-friendly and durable.  (Pictured: Alterna Reserve™ MOSELLE VALLEY™.  This rustic slate design offers a unique weathered look with a gorgeous blend of organic colors and clefts).
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