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.

“This 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.  

All 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.”

“We are 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.

Along with 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.

All 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.

Added 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 program.”