Armstrong Flooring Moving from Direct to Distribution in Servicing CCA

Lancaster, PA, July 15, 2016—Working in concert with CCA leadership, Armstrong Flooring (AFI) has made the decision to conclude the CCA direct program and return the sales and service of the CCA dealer network to our distribution partners. This change will take effect on October 1.

A core strategy of Armstrong’s transformation since becoming a standalone company on April 1 is winning channels with a key focus on the independent retailer.

The company has 24 distributors with more than 500 field representatives throughout the U.S. and Canada, who are focused on servicing the independent retail channel as a core element of their business model.

The fragmentation that currently exists with hard surface supply has created a dynamic where local service quality has become a competitive advantage for those that are able to excel in providing this service. Leveraging its local distributor sales, service and logistics capabilities, in conjunction with Armstrong Flooring Strategic Account Managers, will provide AFI with the resources and capabilities to most effectively service CCA members.

This change will allow Armstrong Flooring to focus its efforts on developing innovative products, stronger programs and more effective promotions to create demand and drive sell through for CCA members. In turn, the company looks forward to a stronger partnership with CCA and its distribution network and to cultivating a retailer first business model to drive customer value creation.

Armstrong is working closely with CCA leadership and its distribution partners on the transition plan, ensuring that it is closely coordinated on key issues such as pricing, credit, claims and other elements of our service offering. The company is optimistic that with the learning from last year’s introduction of its Distribution Partner Program for CCA members, that AFI and its Distribution partners will make the transition process and service beyond the October 1 cutover date as seamless as possible allowing all parties to stay focused on growing market share, sales and profits.