This October, AHF Products will hit the road with a series of five high-energy events to celebrate the return of the iconic Armstrong Flooring® brand 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 Vice President 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.”
The biggest news, King said, is the breadth of the new portfolio.
Armstrong Flooring is returning to retail with more than its renowned resilient heritage. The new assortment brings together three distinctive porcelain tile collections, Sacred Grove™ Select Engineered Hardwood, and DLuxe Plank HDPC™ luxury vinyl plank, giving retailers a powerhouse of branded hard surface offerings.
Armstrong Flooring brings a long legacy and powerful consumer recognition to the retail floor. The 2026 Cleveland Research Center brand awareness study identifies Armstrong Flooring as the most recognized brand in flooring, with nearly 85% of consumers and professionals surveyed considering the brand name important and saying they would recommend Armstrong Flooring to others.
“That recognition, now paired with a broader portfolio, gives retailers another way to differentiate, build consumer confidence and capture more of the flooring project,” King said.
Three collections; new possibilities
Armstrong Flooring porcelain includes Heritage Tailoring™, Subtle Chic™, and Indie Edge™. The three collections range from timeless and approachable to elevated and expressive, giving retailers a cohesive porcelain program across styles, price points, and projects. The porcelain collection is manufactured in Crossville, Tenn., bringing another key category into the domestic manufacturing story.
Sacred Grove Select Engineered Hardwood 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.
DLuxe Plank HDPC delivers design forward luxury vinyl with serious performance. Diamond 10® Technology protects the surface, while patented HDPC® technology creates a dense, dent resistant rigid core built for real life. No acclimation is required, and the planks are dimensionally stable from 0°F to 200°F, making them well suited to challenging environments. The product is also GreenGuard® Gold Certified for low VOC emissions. Manufactured at AHF Products’ facility in Cartersville, Ga., DLuxe Plank HDPC is part of a domestic supply strategy designed to give retailers greater confidence in availability and delivery.
For AHF Products, U.S. manufacturing is about more than where products are made. It is about creating a supply chain that works harder for retailers.
Domestic production can mean tariff-free supply, reliable overland delivery schedules, and fewer global shipping or customs delays. It also provides greater flexibility with full or half truckload quantities rather than requiring full shipping containers, helping retailers and distributors manage inventory, control costs, and keep pricing competitive.
A new display: a new way to shop Armstrong Flooring
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. The result is a cohesive way to showcase multiple categories while maximizing visibility and making the assortment easier for consumers to navigate.
AHF 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.
The strategy is already delivering results. A recent Armstrong Flooring digital campaign generated a 50% conversion rate, with one out of every two consumers who clicked an advertisement continuing to the dealer locator.
“We have an opportunity to give retailers something powerful: a brand consumers already recognize, with a portfolio that gives them more ways to sell it,” said King. “And we are backing it with the products, displays, marketing, and supply reliability to help our partners turn that opportunity into growth.”
About AHF Products
AHF Products is a leading hard surface flooring manufacturer with a family of trusted brands serving the residential and commercial hardwood, porcelain, and vinyl flooring markets. With decades of experience in award-winning flooring design, product development, manufacturing, and service, AHF creates flooring with inspiring designs, innovation, and a deep commitment to outstanding customer service. Its residential flooring brands include Bruce®, Armstrong Flooring®, Hartco®, Robbins®, Crossville®, LM Flooring®, Capella®, HomerWood®, Hearthwood®, Raintree®, Autograph®, Emily Morrow Home® and tmbr®. Commercial brands include AHF Contract™, Armstrong Flooring®, Crossville®, and Parterre®. Headquartered in Mountville, Penn., with manufacturing operations across the United States and in Cambodia, AHF Products employs over 3,000 dedicated team members.
