Celebrating AHF - 16 Brand Portfolio

Premier Flooring Retailer | TISE Edition | 2024

The official magazine of the World Floor Covering Association

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Empowering Your Business in 2024 Investments in Successful Partnerships New Eco-Friendly Manufacturers and Products Innovative Technologies in Products and Software

Celebrating AHF... 16 Brand Portfolio Differentiating Our Retailers Business!

The International Surfaces Event Special Edition

America Was Built on our Floors™

And we’re moving our Heritage Forward.

AHF embraces both the rich heritage of our brands and a nimble, forward-thinking approach to flooring solutions that drives value for our partners.

Craftsmanship is at the heart of AHF. We manufacture beautiful, durable hard surface flooring in a range of textures, styles, and designs to meet the needs of the residential and commercial markets.

At AHF, our heritage of quality flooring runs deep, but it isn’t stuck in the past—it moves and grows with us and our partners every day.

™

2www.ahfproducts.com Premier Flooring Retailer | TISE Edition 2024 | 1-855-243-2521 ©2023 AHF, LLC. Armstrong Flooring™ and the Armstrong Flooring™ logo are under license from AWI Licensing, LLC. All other trademarks are owned by AHF, LLC, or its subsidiaries or affiliates.

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Hartco Dogwood Pro Minimal White-

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AHF

Who is AHF?

W

hen you purchase your hard surface floors from AHF, you’re backed by a company dedicated to delivering products that add distinction for our retailers.

One of the cornerstones of AHF’s go to market strategy is to serve our channel partners with the styling, innovation and value needed to grow our customers’ businesses.

Trusted Legacy Brands: Today, AHF offers 16 brands. For more than a century, brands such as Bruce®, Armstrong Flooring™, Hartco®, and Robbins® have been known in America as leaders in hard surface flooring. These trusted, nationally recognized brands include solid and engineered hardwood flooring, resilient flooring, laminate, tile, and next generation flooring solutions.

Continuously Investing in Products and Innovation: Innovation lies at the heart of our business strategy. We are committed to creating and acquiring products that not only address key consumer pain points but also revolutionize product performance. Our recent acquisition of Crossville™ reflects this as the brand has been a trailblazer in sustainability and pioneering many firsts in the tile industry.

A few of our notable technological achievements include: ● Densified Wood™ Technology— AHF’s patent-pending process creates hardened wood. The 100% natural hardwood floors, made in the U.S., not only withstand gouges and stains, but also are waterproof. ● Hydropel® Technology — Brings waterproof performance to every hardwood floor with a protective coating going on all six sides of the floor’s surface.

“At AHF, we always view the market through the eyes of our customers. Our main objective is to look for ways that we can provide better solutions for our customers so they can make more money with our products. Sometimes that’s a new innovation or a private-label program; sometimes it’s better brand segmentation to protect margins across customers or making significant investments to provide lower prices and better value for our customers. It’s always about the customer.” Brian Carson, AHF president & CEO 2 Premier Flooring Retailer | TISE Edition 2024

● Puretone® Technology — Creates a near perfect canvas for accepting color on sliced face wood veneer, providing the ability to match the look of a dry sawn face veneer perfectly. The proprietary process actually makes the wood look more ‘natural,’ and uses a higher percentage of the raw materials.

Committed to Helping Our Retailers Differentiate Their Business: ● AHF’s powerhouse portfolio of differentiated product lines provides a “One-Stop-Shop” for all your customers hard surface needs. ● We listen to our retailers — we help you create and customize looks that your customers want. ● We are committed to distribution — Distribution is the cornerstone of AHF Products’ go to market model, critical to serving independent specialty retailers. We have the best distributors in the country, which enhances our retailers’ success.

Hartco® Prime Harvest Elite™

Hartco® Provides Solutions.

For nearly 100 years, the trusted Hartco® brand

remains a leader in flooring for the independent

retailer. Sold through distributor partners – and not

in big box stores — Hartco offers everything from

AHF has grown rapidly in both the residential and commercial flooring segments by innovating and broadening our product offerings through world-class brands, manufacturing capabilities, and channels of distribution and providing exceptional service and solutions to all our customers. Brian Carson, AHF president & CEO, stated, “We started this journey with a vision, and today, we stand tall, proud of the progress we’ve made together. It’s a reminder that hard work, and a passion of this business pays off.” ■

solid and engineered hardwood to TimberTru™

”If a retailer wants to go big with engineered wood, solid wood, laminate, and SPC, Hartco brings all of it to bear. If a retailer does not want what the big box has, then Hartco is their brand.”

Milton Goodwin, Vice President, Product Management

Available in more than 350 looks and finishes that

laminate and luxury vinyl tile. America can count on Hartco for durable, premium flooring options.

Real Hardwood Flooring to Fit Any Room and Any Budget

Customers can get real hardwood flooring to

match their style, whether they’re into traditional flooring or appreciate a more rustic look, with

hardwood species including hickory, maple, oak, and walnut, to name a few.

fit into any budget, from entry level to thicker veneers.

Hartco features the latest technologies, includ-

ing Dogwood Pro® Densified Wood™ and Hydro Blok™ 100% waterproof engineered hardwood flooring for stellar waterproof performance.

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Crossville®

Tile and Stone Products Complete Hard Surface Offerings From AHF

Crossville is America’s leading brand of porcelain tile and offers a variety of glass and natural stone tile for inte-

rior and exterior floors, walls, and countertops. Made in the United States, these innovative tile products are sustainable and expertly designed to last a lifetime.

Crossville’s beautiful, sustainable porcelain mate-

LM Flooring®

Cutting Edge Styles and Designs

LM Flooring is a worldwide leader in engineered

wood flooring, with high-quality products at the

forefront of market trends: wide width, long length, sliced, sawn, and textured constructions. AHF has

been growing and investing in the brand since it acquired LM in 2019.

LM Flooring’s broad portfolio includes wide-width,

rials that advance the frontiers of tile design and

long-length, textured products in both sliced- and

porcelain tiles to becoming the first net consumer of

Vice President, Sales & Marketing, LM has a strong repu-

performance. From producing the first large-format tile waste materials (meaning they recycle more than they produce) to developing cutting-edge perfor-

mance innovations in surfacing solutions, Crossville has been at the forefront of innovation in the tile indus-

try. The brand is known for stunning, high-quality tile for designers, architects, and installers, with advanced

sawn-faced configurations. According to Kevin Whaley, tation for innovative products and speed to market.

Its veteran artisans have crafted over 150 cutting

edge styles and designs including wire-brushed, hand-scraped, weathered, distressed and more.

Available in:

finishes such as:

● popular species such as European white oak, maple, hickory, walnut, and acacia

● the protective Cross-Sheen® finish to aid in the tile’s longevity,

● formats ranging from 3/4-inch to 3/8- inch

● the texturized Cross-Tread® finishes for enhanced traction in wet and greasy floor areas.

● 7 ½ or 9-inch-wide planks in top of the line products

Its mission is to provide retailers with creative and sus-

tainable design solutions—rooted in technical mastery, designed for long-term function, and finished with

● veneers up to 4mm ● Maximus aluminum oxide finish resists scratches and handles high traffic for natural wood flooring that’s even more durable, with a 50-year residential warranty.

style and beauty.

Crossville Native Metal

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LM Solano Engineered Wood Flooring

Armstrong Flooring™ LUTEA™

The Armstrong Flooring™ brand is known as a world leader in flooring products

and has been serving the needs of the residential and commercial markets for 150 years. Armstrong Flooring is everywhere, in homes across the country and in industries such as healthcare, hospitality, retail, and office spaces.

There are few brands today with the pedigree of Armstrong Flooring, but under

AHF leadership, it is a brand reenergized and more relevant to retailers than ever.

With endless flooring solutions, Armstrong Flooring stands out in the crowd and has stood the test of time. It is trusted for high-quality products, expert manufacturing with a strong commitment to U.S. manufacturing, and a commitment to ser-

vice and value. It has always been a brand that is easy to reach for the average consumer.

More importantly, Armstrong Flooring is a continuation of a strong legacy. Said

Brian Carson, CEO & President. In terms of brand recognition, AHF has the best

brands in the industry. America was built on these brands; we grew up on these brands. And in the residential space and in the commercial space, the Armstrong Flooring brand means a lot.”

For employees like Patrick Nolan, current plant manager at the Lancaster facility

and himself a 20-plus-year veteran of AHF and Armstrong Flooring. The AHF plant

workers are engaged, they share their ideas knowing management and ownership

“Our main objective is to look for ways that we can provide better solutions for our customers so they can make more money with our products.”

— Chris King, Senior Vice President, Sales, AHF Products.

takes them seriously, and they have a tremendous sense of pride in the products they make day in and day out.”

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“AHF Products BRUCE® continues to Bruce® Flooring has a proud legacy of authentic American craftsmanship since invest in U.S. 1886. It’s one of the most recognizable and most respected names in hardwood, production with with the power to drive sales at the specialty retailer as well as home centers. Bruce is the preferred brand for the trade professional, providing best-in-class hardmanufacturing also wood flooring material, construction, technologies, and support. operations in the U.S. Did you know Bruce…

We brought ✔ Is one of the most recognized flooring brands in the industry? online the ✔ Is one of the most sought after brand for Pros, Builders and DIYers? award-winning ✔ Offers solid and engineered hardwood products that are Made in the USA? Densified ✔ Has a portfolio that includes resilient, residential sheet vinyl, glue down LVT, Wood™ laminate and SPC? Technology to the Somerset, The Bruce story is a real American story. Most of its USA-made products are harKY Plant. The vested from the Appalachian Mountains, making Bruce a leading manufacturer of North American hardwood flooring. But Bruce — AHF Products’ workhorse wood engineered brand — is not just about hardwood. It also offers laminate and vinyl under the same Barnwood brand banner, as well as a new line of engineered stone tile.

Living™ by Mark Bowe line also is in Somerset, and its solid sister is made in Beverly, WV.” Brian Parker, Vice President, Product Management, AHF Products

Barnwood Living™

by Mark Bowe

6 Premier Flooring Retailer | TISE Edition 2024

AHF Product Showcase

Bruce® Comfortstone™ Engineered Stone Tile

Crossville® Designers and homeowners alike will

since it’s waterproof, it’s ideal for any room of the home.

and every application. The new Crossville® merchan-

features the look of natural stone and ceramic, and

love this beautiful, sustainable tile that fits any budget

It can be installed over minor subfloor irregularities

dising system offers a variety of options, customized

Residential and 5-year Light Commercial warranty.

omer statement.

without the risk of cracking. It’s backed by a Lifetime

for showrooms of any size, to make an impactful cust-

Armstrong Flooring™ StrataMax® Pro Residential Sheet offers the best combination of

Hartco® Dogwood Pro™ The 100% natural hard-

on the market. Built tough for demanding environ-

protection), and feature Cleantivity™ antimicrobial

RTG (Rip, Tear, Gouge) and residual indent resistance

wood floors, made in the U.S., not only withstand

gouges, but also are waterproof (8 hours top-down

ments, the “Bounce Back” core means that heavier,

technology, which inhibits the growth of bacteria on

product to permanently indent. Beautiful visuals to

nance floor.

yet common household objects won’t cause the

meet every design aesthetic. Made in the U.S., Floor-

the floor’s surface making for a cleaner, low-mainte-

Score™ certified.

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“The beauty of offering Robbins direct is that we are providing limited market distribution to participating retailers so that the product mix is different from the store a mile down the road” said Jennifer Zimmerman, Chief Commercial Officer, AHF Products.

ROBBINS® An American Flooring Brand Since 1886 Unique direct to retailer strategy focuses on helping the retailer make more money In today’s competitive flooring market, retailers are looking for ways to increase sales while maintaining a focus on stylish, high-quality product offerings — and stand out in a crowded marketplace. Robbins® gives retailers a terrific opportunity to do just that by providing a unique selling proposition.

“The beauty of offering Robbins direct is that we are providing limited market dis-

tribution to participating retailers so that the product mix is different from the store a mile down the road,” said Tom Cole, Director of Sales, Direct Strategic Accounts.

Robbins offers retailers market exclusivity and protection. Since the line is

offered with limited distribution to participating retailers, it creates a distinct sell-

ing advantage that brings leads into stores and allows retailers to specify the line with confidence, knowing it cannot be shopped.

A partnership with Robbins is built on these key points: market exclusivity and

protection, quality construction, visuals, representation, and manufacturer support.

“Put those at competitive prices, and it’s an easy conversation for our teams to have with customers,” said Cole. “We work hard to find out just what our partners need and how we can best deliver.”

Robbins Nature’s Canvas

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Robbins-Direct to Retailer Robbins’ goal lies in providing retailers with strong

the big box stores. This allows us to work closely with

ing and providing a total portfolio of products, from

flooring needs,” said Mike Bates, Director of Sales,

product differentiation by improving merchandis-

design-forward hardwoods to performance driven resilient and TimberTru laminate products, to exclu™

sive innovations like Armorwood Densified Wood . ™

™

“We are positioned to sell directly to retailers and not

Robbins’ Merchandising Display

retailers to understand how Robbins can fit into their AHF Direct Strategic Accounts.

To inquire about joining Robbins’ growing national

network of aligned retailers, contact the customer service support team at support@ahfproducts.com ■

“The goal is not to sell everybody and not to have the same thing that the distributors have—it’s to create that connection with retailers, have something different that will not interfere or cause channel conflict, but also to get close with the retailer and help them make money.”

Tom Cole, Director of Sales, Direct Strategic Accounts

Armstrong Flooring and the Armstrong Flooring logo are under license from AWI Licensing LLC. FloorScore is a trademark of Resilient Floor Covering Institute, Inc. All other marks are the property of AHF, LLC, its affiliates, or subsidiaries. All rights reserved. Armstrong Flooring and the Armstrong Flooring logo are under license from AWI Licensing LLC. FloorScore is a trademark of Resilient Floor Covering Institute, Inc. All other marks are the property of AHF, LLC, its affiliates, or subsidiaries. All rights reserved.Armstrong Flooring and the Armstrong Flooring logo are under license from AWI Licensing LLC. FloorScore is a trademark of Resilient Floor Covering Institute, Inc. All other marks are the property of AHF, LLC, its affiliates, or subsidiaries. All rights reserved. Armstrong Flooring and the Armstrong Flooring logo are under license from AWI Licensing LLC. FloorScore is a trademark of Resilient Floor Covering Institute, Inc. All other marks are the property of AHF, LLC, its affiliates, or subsidiaries. All rights reserved.

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TimberTru Laminate Cascade Falls

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