AHF Products is betting big on U.S. manufacturing and product innovation as it positions itself for an anticipated rebound in home remodeling, company executives revealed in a recent interview at Surfaces 2025.

The company is introducing more than 35 new collections comprising approximately 700 SKUs across its brand portfolio, which includes Armstrong Flooring, Bruce, Robbins, and Crossville. "The goal was really to be able to offer new assortments in the stores in the year to come because we feel strongly that consumers are going to go back and looking at renovating their homes and didn't want to see the styles of two, three years ago," said Catherine DelVecchio, vice president of marketing, AHF Products. 

With 12 U.S. manufacturing facilities, AHF Products claims the largest domestic hard surface production capacity in the industry. This positions the company advantageously amid ongoing supply chain uncertainties and potential tariff changes, according to executives.

The company is seeing particular success with its Armstrong brand integration, expanding beyond its traditional commercial focus into residential categories, including hardwood, solid and engineered collections, and alternative flooring options. The acquisition of Crossville has further strengthened AHF's position, making it "the number one hard surface manufacturer of USA," according to DelVecchio.

A significant development is the company's return to unfinished hardwood production, with recent capital investments in solid and engineered facilities. "We've been out for about six months, and I can tell you the feedback we've gotten back as far as the quality side—there's a lot more there saying, 'Hey, can we get more?'" noted Chris King, senior vice president of sales and marketing, AHF Products. 

The company is also leveraging its brands' historical significance, particularly Armstrong's legacy dating back to 1860. DelVecchio highlighted the iconic "Christmas Pattern" which launched during the Great Depression and sold 42 million square feet in its first 40 years, exemplifying the enduring nature of these heritage brands.

AHF Products has significantly expanded its distribution network from the early days of Armstrong, growing from 12 distributors to now serving 47 distributors across the country. The company successfully manages multiple go-to-market channels, including distribution partnerships, direct sales, and national accounts. "We've successfully leveraged our brands and worked with customers to provide products that allow them to be successful, with minimal overlap, and enable them to make an acceptable margin," King said.   

Looking ahead, executives hinted at further expansion announcements expected in the coming quarter, suggesting continued growth for the hard surface flooring manufacturer.