David Smedick, store manager of Dalene Floorin, Torrington, Conn.

Armstrong World Industries has announced that Dalene Flooring Carpet One will be adding a new Armstrong Elite showroom located in Torrington, Conn. to its four existing Elite showrooms. Armstrong Elite flooring showrooms are hand-selected retailers that display the broadest selection of Armstrong flooring in every product category from hardwood to vinyl sheet, from laminate to luxury vinyl tile, according to the company.

Dalene Flooring, a fourth generation family business is celebrating 65 years of providing quality flooring throughout Connecticut. The company's team serves builder, commercial and residential customers with four locations in West Hartford, Manchester, Southington and South Windsor.

In 1949, Arne Dalene and his father Herman Dalene, started Dalene Hardwood Flooring, specializing in installing hardwood floors as well as sanding and refinishing. In those days, many Norwegians came to work for Dalene Flooring, staying in the Dalene home. It was a very humble beginning full of family and it has stayed that way, employing many family members that work throughout the company.

Today, under the leadership of Arne’s son, Steven Dalene, the company has expanded its offering to include a variety of flooring, full service installation and six locations to service all of Connecticut. As a much larger organization, they strive to maintain the high quality customer service and family-friendly environment that had started with.

“We’ve narrowed down carpet selections and broadened the hard surface side of the business,” said Steven. “The most important thing for us is to get the customer to the door and make the whole shopping process as enjoyable as possible. No flooring manufacturer has done more than Armstrong to drive consumers into retail showrooms."

Steven added that with new and innovative products from companies like Armstrong, they are able to help customers incorporate the latest design trends into their homes with confidence. To demonstrate its style and diversity, the company also featured Armstrong American Scrape US-made handscraped hickory flooring in a customer’s show home on a local TV Show, Better Connecticut.  

“We are thrilled to add another Armstrong Elite showroom to Dalene Flooring Carpet One; they have been an outstanding partner over the years,” said Rich Dalene, director of sales, Dalene Flooring. “We know that convenience, quality and variety are key factors when shopping for flooring and we believe this new Elite showroom will assist in making all of these factors more easily accessible to many more customers.”

“Dalene’s is known to have some of the best customer service around, and their prompt and professional installation is also lauded. Having a team like Dalene’s as part of the Armstrong Elite program is truly a mutually beneficial experience,” said Stephen Staikos, national sales manager, strategic accounts, Armstrong.

As an Elite Retailer, Dalene Flooring Carpet One provides exclusive services to customers on Armstrong products that include extended warranties, a 30-day satisfaction guarantee and the latest product updates.

For more information, visit armstrong.com.