Armstrong, Beaulieu Launch Builder Program

Lancaster, PA, Jan. 20, 2011 -- Armstrong, in conjunction with Beaulieu, has launched a program called FashionSmart aimed at the builder market.

The program provides Armstrong's hard surface and resilient products, along with carpet from Beaulieu.

The idea is to help homebuilders convert shoppers into buyers.

“It helps homebuyers streamline product selection," said Dawn McElfresh, Armstrong's builder channel manager.

"Builders get an efficient and effective sales process that can contribute to greater conversion of prospects at a faster rate.”

In the program, builders have a single product portfolio encompassing all their flooring needs, Armstrong said, along with a trade-up story in each product category.

FashionSmart groups products into six levels across hard surface and soft surface flooring categories driven by consumer benefits, warranty coverage and price points.

FashionSmart products and features compete at all price points.

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