Armstrong has announced a collaboration with carpet maker Beaulieu of America to create a complete portfolio of flooring products exclusively for home builders. The program will feature a complete array of over 60 carpet products from Beaulieu, as well as Armstrong's broad range of flooring options including vinyl tile and sheet, laminate and hardwood collections.
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, Armstrong's vp sales.
products, including the new carpet collections, will be marketed under the
Armstrong brand. According to Jeff Meadows, exec vp Beaulieu of America,
“Quality brands sell more homes, and Armstrong is the most recognized name in
flooring. We couldn’t have found a better partner to bring the builder an
exciting program that is a win-win-win.”
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” as well, Murfin added.
a wide range of flooring, the Armstrong Builder program is aimed at offering
builders consistent and integrated selling tools. “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, for Armstrong. Coordinated displays and samples are
designed to help the builder sell upgrades.
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 premium
price points. “That means the homeowner gets value – more for their money – and
the builder gets a happier customer,” Meadows noted.
Clauson, “Flooring selection can be a complex and confusing experience. We’ve
learned how to simplify the process and are bringing that expertise to this
Beaulieu carpet range joins Armstrong builder program
September 24, 2009