New Laminates Launched by Armstrong

Lancaster, PA., May 20 -- Armstrong Flooring’s 2004 spring laminate launch promises to drive consumer demand at multiple price points with dramatic, new designs and two new collections, including a fashionable hand-scraped wood visual, a rustic Oak, a Herringbone design, and an innovative new 3.5” strip collection. “The key selling feature for retailers is that there is nothing else in the market quite like these new products,” says Larry Browder, general manager, Laminate, Armstrong Flooring. “Our goal is to continue to lead the laminate category by offering unique visuals that consumers demand.” Offered in the new Nature’s Gallery® Rustics™ Collection are Homestead™ Plank, a 5” wide plank that combines Emboss-in-Register technology with an exclusive undulating embossing technique to create the laminate industry’s first hand-scraped wood visual, and Frontier™ Plank, a 5” wide dramatic, rustic Oak visual. Another new collection, Pacific Heights™, is positioned between Nature’s Gallery®, Classics™ and Origins™. It includes two designs, Strip and Herringbone, both offered in three-and-a-half inch widths. The launch also includes updated visuals in Origins™ Vermont™ Maple, and a retail introduction of Armstrong’s Underlayment Selector. The newest designs are manufactured using a combination of exclusive Armstrong technologies. MasterWorks™ Technology is an exceptionally advanced printing technique that provides the most refined visuals possible and marries it with Realistic Embossing, the industry’s finest embossing technology. The enhanced embossing adds depth and accentuates the design, especially when light is reflected off the surface. It also allows for micro grout lines and precise detailing. These collective technologies allow for the creation of well-executed designs that mirror the original source of design inspiration. Plus, the Armstrong water-resistant, high-density fiberboard core will now carry the trademarked name HydraCore™. The 8mm structure resists moisture wicking, either from the sub-floor or from the surface, and provides superior dimensional stability with a locking fit. “It is the highest quality core available,” explains Browder. “The core is injected with melamine resins which provides moisture resistance through and through.” All new laminate products feature the Armstrong ArmaLock® Installation System with angle-angle joints, combining easier installation and stronger joints with engaging appearance. In addition, ArmaLock® Installation System now features a new angle/fold installation method especially designed for the new Strip and Herringbone products to ensure easy, fast installation. Armstrong’s Two-in-One™ Premium Underlayment provides the best combination of moisture barrier, impact resistance and sound absorption in the industry. The rubberized surface is fused to a 100% synthetic cross-linked fiber pad for enhanced sound absorption and cushion underfoot. The advanced underlayment also includes a roll of polyethylene tape to ensure moisture resistant installation over concrete. The new products will be introduced at retail on May 31, 2004. Product Details Nature’s Gallery® Rustics™ Collection Homestead™ Plank The handcrafted finish and strong character of Homestead™ Plank emulates real “hand-scraped” hardwood (an industry first) and reflects early Americana. Contemporary, casual 5" planks with soft edging are hallmarks of this beautifully realistic floor. It’s offered in a rich Cognac tone and deep Bourbon that would complement any kitchen, bath, foyer or family room. Nature’s Gallery® Rustics™ Collection Frontier™ Plank With a burnt patina finish, deep staining and character marks, Frontier™ Plank is a refined option for an elegant rustic accent. The contemporary casual styling and branded beveled edge of these 5" wide boards will cr