This October, AHF Products will hit the road with a series of five events to celebrate the return Armstrong Flooring® at select distributor locations across the country. The roadshow will introduce retail customers to the brand’s new flooring assortments, flexible merchandising system, and expanded consumer marketing support.
“This is an exciting moment for the Armstrong Flooring brand and, more importantly, for our retail partners,” said Chris King, senior VP of residential sales for AHF Products. “We are coming back with products designed for today’s consumer, the recognition of a name people already know and trust, and the marketing and merchandising support retailers need to turn that into sales. We want retailers to see the opportunity, experience the products, and get excited about what we can build together.”
Armstrong Flooring’s new assortment includes Sacred Grove™ Select Engineered Hardwood, which the company says combines premium American manufacturing, a billet plywood core for strength and dimensional stability, and design driven styling inspired by today’s demand for warm, organic interiors. For retailers, Sacred Grove brings the Armstrong Flooring name back to hardwood with a collection designed for today’s consumers.
To bring the expanded portfolio to life, AHF is introducing a new flexible merchandising system designed around the way retailers actually sell. The system can be configured to fit individual showroom environments and merchandising strategies, from standalone displays to larger Armstrong Flooring brand presentations.
AHF says it is also investing in the journey between consumer interest and the retail floor. A redesigned consumer website, enhanced store locator, local search marketing, and targeted digital campaigns will help consumers discover Armstrong Flooring and connect with participating retail partners. Retailers will be able to enhance their store locator listings, identify the collections they carry, and receive leads generated through sample requests.