AHF Products has announced it is bringing back the Hartco® brand as it transitions away from the Armstrong® name. Hartco will be exclusive to independent flooring retailers and will feature a broad, refreshed portfolio and brand new designs and collections.
The Hartco launch represents a unique branding story, since AHF Products is the largest producer of wood flooring in the world, and represents other hardwood brands, including Bruce®, LM Flooring, Homerwood® and Robbins®. The Hartco name will be in the market this spring and merchandising is being rolled out to transition from existing Armstrong hardwood display modules and inventories.
“It’s already been a home run because we’ve stacked the brand with the right, on-trend products,” said Brian Carson, President & CEO, AHF Products. AHF has launched refreshes to several of the existing products now under the Hartco line including the popular collections Prime Harvest and American Scrape. And because of the capabilities brought to AHF with the LM Flooring acquisition, the company will be launching new sliced face product in Q2 2020.
“We are delivering more choices across the spectrum—from premium hardwood floors to more affordable, high-quality floors to help those pinched by higher costs. We will continue to innovate products that are relevant to the market and in character with the brand. It means a deeper, far more targeted portfolio than before, stronger sales and merchandising support,” said Carson.