ProTile Distributors Inc. has been named by Armstrong Floor Products to distribute Armstrong Ceramic Tile in the New York City metropolitan area.

ProTile has diversified its business to address the needs of both the residential and commercial markets. The company currently has 130 dealers in place, with expectations of adding 300 to 400 by the end of 2004.

"Armstrong is an established brand in the market and we wanted an alignment with one of the best names in the industry," saids ProTile President Lou Giannini Jr. "The Armstrong ceramic line is very wide, with great visuals. We're preparing to place hundreds of displays in the market, and we're looking to increase market share for both companies."

ProTile has focused on the commercial marketplace, where it integrates architectural sales and competitive field sales efforts to commercial tile, stone and terrazzo contractors. Its companies -- Pro Spec, Pro Tile Distributors, Pro Stone Systems, and Pro Terrazzo Systems -- together create the platform for specification, technical support and supply activities to projects in the northeast and selected projects around the country.

"ProTile understands the ceramic business, and they understand the New York ceramic market better than anyone," said Rik Born, Armstrong vice president, Residential Sales. "Each of their salespeople has over 20 years of experience selling ceramic tile. "This new partnership allows Armstrong to utilize a proven force in the ceramic industry to further penetrate the marketplace. The addition of ProTile strengthens our entire distribution network." ProTile, headquartered in Pelham Manor, N.Y., has been in business for seven years. Its mission is to represent and supply quality materials to the wholesale marketplace, and to focus on and support the professionals in the tile industry.