Press Room | 2011

April 18, 2011



Armstrong® Floor Products and Bruce® Hardwood Floors were voted brand leaders in multiple categories, leading Builder Magazine's 2011 Brand Use Study in Vinyl Flooring, Laminate Flooring and Wood Flooring.

Armstrong swept all fields in the laminate and vinyl categories, earning top honors in Brand Familiarity; Brand Used in Past Two Years; Brand Used Most; and Quality.  Bruce Hardwood was the frontrunner in Brand Familiarity with an impressive 76%, and also led in Brands Used in the Past 2 Years and Brands Used the Most.

According to Builder publisher Warren Nesbitt, Armstrong has earned the top position in the builder survey for several years.  “The Armstrong brand, as well as its products, is well-known and highly-regarded among the builders we have surveyed over the past 20 years. 

“This is the largest study of its kind in the residential construction market and has become a staple for educating builders about products and brands most respected by their colleagues and associates,” says Nesbitt. “To the extent that Armstrong has done so well in this study over time, I can only guess Armstrong’s leadership position is one that is envied by other brands in the flooring category, and even perhaps by brands in other product categories. It’s impressive, and it matters to our 100,000-plus readers who link brand leadership with product performance and value to homebuilders.”

“How often do you get an independent research company to proclaim that your brands are the brand leaders among all of your competitors, particularly in so many categories,” says Kevin Biedermann, senior vice president, AFP Residential. “We work hard to be a brand that all our customers can trust, and we strive to attain a high level of product quality and service.  We’re extremely proud of this recognition.”

Biedermann singles out Armstrong’s exclusive Masterworks Technology® 3D, a new design process that replicates the look of fiber, stone, marble and wood more authentically than ever before in vinyl floors.  In addition, a variety of installation options – from Lock&Fold laminates to loose-lay floors like StrataMax and fiberglass-backed vinyl – save builders money and time. 

“The addition of dramatic fresh designs and installation options has provided exciting new stimulus for builder model home programs, and helps retailers who do builder work achieve greater profitability,” says Biedermann. 

Another new program developed exclusively for home builders is Armstrong’s FashionSmart™, the bundle of Armstrong-branded soft and hard surface flooring products coordinated across six “right floor/right price” tiers.  Designed to help builders streamline the home buyer’s shopping process, the program offers a compelling trade-up story in each product category to help builders convey the advantages of each product tier to potential buyers. 

The brand-use study, conducted by Readex, and published by Hanley-Wood, LLC, Washington D.C., surveyed a statistical sample from Builder readers to rank flooring brands.  The full results will be published in the April 2011 issue of Builder magazine.

2011 Builder Magazine Brand Use Study Results – Summary

  • Armstrong Vinyl #1: Brand Familiarity, Brands Used in the Past 2 Years, Brands Used the Most, Quality Rating
  • Armstrong Laminate #1: Brand Familiarity, Brands Used in the Past 2 Years, Brands Used the Most, Quality Rating
  • Bruce Wood #1: Brand Familiarity, Brands Used in the Past 2 Years, Brands Used the Most

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

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