AHF Products is bringing back the venerable Hartco brand as it transitions away from the Armstrong name. Hartco will be exclusive to independent flooring retailers and will feature a broad, refreshed portfolio and brand new designs and collections.
The Hartco launch represents a powerful branding story, since AHF Products is the largest producer of wood flooring in the world, and represents other top hardwood brands, including Bruce, LM Flooring, Homerwood and Robbins. The Hartco name will be in the market this spring and merchandising is being rolled out to transition from existing Armstrong hardwood display modules and inventories.