LANCASTER, PA. – Armstrong, the #1 brand in flooring, has announced a collaboration with Beaulieu of America, the largest carpet-only manufacturer, to bring together a complete portfolio of flooring products - hard and soft surfaces - exclusively for home builders.

According to Jeff Meadows, Executive VP of Beaulieu, ”This is an important step for the construction industry and an important step for Beaulieu to become the supplier of choice.”

Armstrong offers the most comprehensive product portfolio – now including carpet – from any flooring manufacturer. “This relationship takes advantage of the synergies offered by both companies and leverages our combined strengths for the benefit of our builder partners. This offering of products and the streamlined value proposition will help the builder convert shoppers into buyers,” said Paul Murfin, Vice-President, Sales, Armstrong.

All products, including the new carpet collections, will be marketed under the Armstrong brand – a brand that consumers know and associate with quality and style.

“We now provide even greater relevance to our builders with a unique opportunity that improves mix and increases profits,” added Murfin.

“Quality brands sell more homes, and Armstrong is the most recognized name in flooring. We couldn’t have found a better way to bring the builder an exciting program that is a win-win-win,” said Meadows. “Why should builders carry any other brand? They now have every category covered to meet any customer’s need with an excellent value, regardless of product level."

The program includes the industry’s most expansive offering of innovative and fashion-forward vinyl sheet and tile from Armstrong, as well as beautiful, durable and quality-crafted laminate and hardwood collections, and now, a complete array of over 60 carpet products. This provides the builder a single point of contact for all flooring needs, from premium flooring materials at the right price, to price fighter options that reduce costs at entry level homes.

“We are committed to the builder’s success by delivering product leadership, renowned brand power and world-class service with hard surface flooring, and now will deliver these high-impact advantages with carpet,” said Murfin.

All products are organized in a tiered six level program, driven by consumer-centric benefits and warranty coverage. The portfolio of products and their associated features have been created to compete at all price points, not just the premium price points, as in other builder programs.

“That means the homeowner gets value – more for their money – and the builder gets a happier customer,” said Meadows.

In addition to its wide selection of inspiring flooring choices, the program focuses on consistent and integrated selling tools to help builders sell more homes. “The selection experience created from consumer research provides easy and inspiring shopping for home buyers, with a focus on the female consumer,” said Kent Clauson, General Manager, Marketing, Armstrong. Taking her interests to heart, the selling tools blend images that inspire and inform in a language and style that communicates effectively with that audience. Coordinated displays and samples help the builder sell upgrades and assures the homebuyer that they are getting what they hope for.

“Flooring selection can be a complex and confusing experience. We’ve learned how to simplify the process and are bringing that expertise to this program,” said Clauson.

The Armstrong Builder program is expected to be a major player in new home construction as the industry recovers. “In the most important purchase they’ll make in their lives, consumers will rely on brands they recognize and trust. Now with carpet added to our program, no one else can deliver better floors for the builder to boost sales and satisfy customers. Only Armstrong,” said Murfin.

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