Armstrong Flooring returns to retail with October roadshow

Mountville, Pa.—AHF Products will take Armstrong Flooring on the road this October for five retailer events across the country.

The roadshow will introduce new flooring assortments, flexible merchandising and expanded consumer marketing support. Events will run Oct. 13-29 at five distributor locations.

“This is an exciting moment for the Armstrong Flooring brand and, more importantly, for our retail partners,” said Chris King, senior vice president of residential sales at AHF Products. “We are coming back with products designed for today’s consumer, the recognition of a name people already know and trust and the marketing and merchandising support retailers need to turn that into sales. We want retailers to see the opportunity, experience the products and get excited about what we can build together.”

King said the breadth of the new portfolio is one of the launch’s biggest changes.

Armstrong Flooring is returning to retail with more than its resilient heritage. The assortment includes DLuxe Plank HDPC luxury vinyl plank and Sacred Grove Select Engineered Hardwood. It also includes three porcelain tile collections.

The broader portfolio arrives as brand recognition continues to influence flooring purchases. A 2026 Cleveland Research Center study identified Armstrong Flooring as the most recognized brand in flooring.

Nearly 85% of surveyed consumers and professionals said the brand name was important. They also said they would recommend Armstrong Flooring.

“That recognition, now paired with a broader portfolio, gives retailers another way to differentiate, build consumer confidence and capture more of the flooring project,” King said.

Portfolio expands across hard surface

DLuxe Plank HDPC delivers design-forward luxury vinyl with Diamond 10 Technology surface protection. Patented HDPC technology creates a dense, dent-resistant rigid core.

The planks require no acclimation and remain dimensionally stable from 0 to 200 degrees Fahrenheit. The product also carries GREENGUARD Gold certification for low VOC emissions.

AHF manufactures DLuxe Plank HDPC at its Cartersville, Ga., facility.

Sacred Grove Select Engineered Hardwood combines U.S. manufacturing with a billet plywood core for strength and dimensional stability. The collection uses select-grade hardwood and colorways inspired by warm, organic interiors.

AHF designed the collection to pair traditional hardwood character with performance for today’s residential market.

Armstrong Flooring’s porcelain portfolio includes Heritage Tailoring, Subtle Chic and Indie Edge. The collections span a range of styles, price points and project needs.

AHF manufactures the porcelain collections in Crossville, Tenn.

Domestic production supports supply

AHF said U.S. manufacturing can support more reliable supply and delivery for retailers. Domestic production can reduce exposure to tariffs, ocean shipping delays and customs issues.

It also allows full and half truckload quantities instead of requiring full shipping containers. That flexibility can help retailers and distributors manage inventory, costs and pricing.

New merchandising and marketing support

AHF is also introducing a flexible merchandising system for the expanded Armstrong Flooring portfolio. Retailers can configure the system for standalone displays or larger branded presentations.

The system brings multiple categories together while making the assortment easier for consumers to navigate.

The company is also investing in consumer marketing and digital tools. A redesigned website and enhanced store locator will help shoppers find participating retailers.

Local search marketing and targeted digital campaigns will also support retailer traffic. Retailers can enhance locator listings, identify stocked collections and receive leads from sample requests.

The company said a recent Armstrong Flooring digital campaign generated a 50% conversion rate. One in two consumers who clicked an ad continued to the dealer locator.

“We have an opportunity to give retailers something powerful: a brand consumers already recognize, with a portfolio that gives them more ways to sell it,” King said. “And we are backing it with the products, displays, marketing and supply reliability to help our partners turn that opportunity into growth.”

Retailers can register for the October roadshow through their distributor.

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Ameripolish expands concrete flooring system

Lowell, Ark.—Ameripolish has expanded its concrete flooring portfolio with four new products for substrate repair, moisture mitigation, color and protection.

The new lineup includes MVB Moisture Vapor Barrier Epoxy Primer, PG-3 Grout Coat & Spall Repair, Polyaspartic 85 High-Gloss Topcoat and PolyColor Packs. Together, the products address several stages of a concrete coating installation.

Ameripolish developed the products to work as part of a coordinated flooring system. The approach gives contractors an alternative to combining individual products from multiple manufacturers.

“Contractors are dealing with much more than the final coating,” said Levi Tolliver, technical support specialist at Ameripolish. “They’re evaluating the condition of the concrete, making repairs, addressing moisture and ultimately trying to deliver a floor coating that performs. Our goal with this product expansion was to give them a high-performance, reliable and more complete system for managing that process from the substrate up.”

MVB addresses moisture

Ameripolish developed MVB for concrete slabs with moisture vapor transmission concerns. The two-component epoxy primer contains 89% solids.

Contractors apply MVB directly to properly prepared concrete. The primer helps reduce the risk of adhesion loss and blistering caused by elevated moisture vapor transmission.

At a nominal 16-mil thickness, MVB resists moisture vapor transmission levels up to 25 pounds per 1,000 square feet in 24 hours under ASTM F1869 testing. It also handles up to 95% relative humidity under ASTM F2170 testing.

The primer contains 0 g/L VOCs.

PG-3 expands repair capabilities

PG-3 Grout Coat & Spall Repair gives contractors another option for damaged or compromised concrete.

The rapid-set, high-strength polyurea material handles control joint rebuilding, spall and crack repair. Contractors can also use it to fill voids beneath concrete or tile and repair damaged areas before coating.

PG-3 is self-priming and self-leveling. Installers can combine it with dry aggregate or sand when larger repairs require additional body.

Polyaspartic 85 adds protection

Ameripolish developed Polyaspartic 85 for commercial and decorative concrete flooring. The two-component, high-solids coating combines a high-gloss appearance with UV stability, chemical resistance and bonding performance.

The coating provides a 30- to 45-minute pot life. It becomes dry to the touch in about one hour and reaches a hard dry in about four hours at 77 degrees and 40% to 50% relative humidity.

Published performance data lists tensile strength above 3,900 PSI under ASTM D412. Ameripolish also reports chemical resistance and a friction coefficient above 0.6 for ADA compliance.

One color system

Ameripolish also introduced PolyColor Packs for use with PG-3 and Polyaspartic 85.

The color system comes in White, Light Gray, Medium Gray, Dark Gray, Red, Tan, Black and Safety Yellow. Using one color platform across both products can simplify inventory while helping contractors coordinate repairs with the finished floor.

“The idea is to eliminate unnecessary complexity,” Tolliver said. “Instead of thinking about four unrelated products, contractors can look at the condition of the slab and select the components they need—repair, moisture mitigation, color and protection—from one system.”

The additions extend Ameripolish’s existing system approach beyond polished concrete installation, protection and maintenance. Contractors can use the products individually or combine them based on project requirements.

PG-3 handles substrate repair, while MVB addresses moisture conditions. PolyColor Packs provide color and Polyaspartic 85 protects the finished surface.

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Portobello America launches Apalaches porcelain collection

Baxter, Tenn.—Portobello America has launched Apalaches, a new porcelain collection inspired by Appalachian soapstone.

The collection takes cues from the geological formations and organic character of natural stone. Portobello designed Apalaches for residential and commercial applications. It combines stone-inspired visuals with the precision and performance of porcelain. In addition, its layered surface adds depth while giving designers a refined option for architectural spaces.

“Apalaches is fundamentally about the relationship between material, light and space,” said Veronica Gripp, brand manager at Portobello America. “We translated geological depth into a sophisticated porcelain system where scale, texture and relief give designers the freedom to compose surfaces with intention. The collection is designed to feel quiet yet dimensional—allowing light and shadow to reveal the material and create spaces that feel both grounded and contemporary.”

Collection offers multiple formats

Apalaches comes in three colors: Off White, Nude and Rocha. Portobello offers the collection in Natural and Exterior finishes for indoor and outdoor applications.

Available sizes include 12 x 24, 24 x 24, 24 x 48, 48 x 48 and 48 x 106 inches.

The collection also includes a 24 x 48-inch Intaglio 3D Relief and a 12 x 12-inch mosaic made with 2 x 2-inch pieces. The reliefs and mosaics use light and shadow to add movement across walls and floors.

A 3 x 12-inch linear tile, coordinating bullnose and cove base provide additional options for transitions, borders and feature areas.

Portobello developed Apalaches as a coordinated system of field tiles, dimensional reliefs and complementary elements. The collection gives designers multiple ways to carry color, texture and scale across a project.

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Kastamonu Entegre expands Unilin partnership with Unizip

Wielsbeke, Belgium—Kastamonu Entegre, a Turkish manufacturer of wood-based panels and flooring products, has signed a licensing agreement for Unilin Technologies’ patented Unizip technology. The company will use Unizip for herringbone flooring products.

“At Kastamonu Entegre, we believe innovation starts with understanding how customer needs and market trends are evolving and turning these insights into solutions that create real value,” said Davut Kavranoğlu, CEO of Kastamonu Entegre. “Our long-standing collaboration with Unilin Technologies reflects our commitment to combining international expertise with our strong manufacturing capabilities and deep understanding of the flooring market.”

Unizip eliminates the need for separate A and B panels. Manufacturers can instead produce, stock and distribute a single panel type. The system simplifies production, inventory management and logistics.

“As herringbone flooring continues to grow in popularity across global markets, bringing Unizip to our portfolio is another step towards offering solutions that combine design, performance and ease of installation,” Entegre said. “We believe this partnership will further strengthen our ability to respond to evolving market needs and create value for our customers and business partners.”

The agreement expands the companies’ existing partnership. Kastamonu Entegre already licenses Uniclic, Unidrop, Unifit and Unicoat technologies from Unilin Technologies.

One-panel system simplifies herringbone

Unilin Technologies designed Unizip as a one-panel locking system for herringbone flooring. The technology works across several flooring categories, including laminate, SPC and wood.

The locking system makes installation faster and more intuitive. It also provides a stable floor construction while reducing the complexity associated with two-panel herringbone systems.

“We are delighted that Kastamonu Entegre has chosen to further expand its partnership with Unilin Technologies through a Unizip license agreement,” said Floris Koopmans, president of Unilin Technologies. “Kastamonu Entegre is a highly respected player in the global flooring industry and their decision to adopt Unizip reflects the continued demand for herringbone solutions that combine performance, efficiency and ease of installation. We look forward to continuing our collaboration and supporting Kastamonu Entegre in bringing their products with this innovative technology to the market.”

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How PureColor dyeing changed the game

PureColor High-Def technology delivers pinpoint aesthetic definition, striking visual depth and rich color saturation.

The story of Engineered Floors and Dreamweaver is a fundamental rewrite of soft surface manufacturing. When Engineered Floors entered the market, the flooring industry was heavily weighed down by legacy infrastructure and outdated processes. Instead of acquiring aging mills and attempting to retrofit old technology, the strategic decision was made to greenfield the entire business.

By building facilities from the ground up, the company started with a blank canvas. This allowed the creation of an operational footprint built for one objective: perfecting and scaling PureColor solution dyed polyester (SDP).

For decades, nylon was considered the undisputed champion of the carpet industry, primarily due to its traditional reputation for resilience. Conversely, early iterations of polyester (PET) suffered from a stubborn industry perception. While it offered inherent stain resistance, legacy PET was widely viewed as a budget-friendly alternative—one that was notoriously susceptible to crushing, matting and prematurely showing wear in active homes. The company recognized that if this durability gap could be closed, the natural, inherent benefits of solution-dyed PET would make it the superior fiber for the modern consumer.

Changing the perception of PET required a focus on engineering and fiber architecture. Over the years, Engineered Floors’ technological advances transformed polyester from a value option into a high-performance powerhouse. By increasing the filament counts per yarn and optimizing the denier sizes, the company engineered a fiber that delivered luxurious softness without sacrificing structural integrity. Consumers and retailers realized they no longer had to compromise. They could have unyielding stain resistance, brilliant color retention that never fades and a carpet that stands up to heavy foot traffic.

As Dreamweaver brought these advanced carpets to retail floors, the market shifted, and PureColor SDP effectively dethroned nylon as the dominant residential carpet fiber. This success sent a shock wave through the industry. Legacy manufacturers, who had long championed piece-dyed nylon and remained heavily invested in their fragmented supply chains, were suddenly losing ground. Retailers and consumers were explicitly demanding the stain resistance, fade-proof color and durability that PureColor SDP delivered. Manufacturers had no choice but to follow EF’s lead. They had to pivot their established product lines to introduce their own solution-dyed polyester offerings to compete with the new standard on the retail floor.

The catalyst for this ongoing fiber revolution remains the company’s proprietary 4-wall manufacturing process. Historically, the carpet supply chain was heavily fragmented, with raw materials extruded in one facility, trucked to another for twisting, shipped again for dyeing and finally sent to a separate mill for tufting. The 4-wall process brought the entire lifecycle—polymer extrusion, yarn twisting, heat-setting, tufting and backing—under a single, highly optimized roof. This consolidation completely eliminated facility-to-facility transit. Not only did this strip tremendous overhead and logistical delays from the supply chain, but it also allowed for unprecedented, real-time quality control at every single stage of production, ensuring Engineered Floors’ PET fibers consistently met the highest performance metrics.

EF continues to push boundaries of what PET can achieve structurally and aesthetically:

• PureColor High-Def: This technology engineers the fiber system to deliver pinpoint aesthetic definition, striking visual depth and rich color saturation. It achieves a highly sophisticated, premium look while strictly maintaining the core stain-resistant and fade-resistant properties of the SDP base.

• TwistX technology: TwistX maximizes solution-dyed performance advantages through an advanced, structurally resilient engineered yarn architecture. By optimizing the fiber’s construction with high-twist methods, TwistX delivers exceptional durability, shape retention and crush resistance, ensuring carpet withstands the rigors of active households and performs beautifully year after year.

This technological and operational leap forward is intertwined with the company’s GreenSmart Initiatives. True innovation requires environmental responsibility, and the shift to greenfield SDP manufacturing naturally aligned with aggressive sustainability goals. Traditional piece-dyeing methods are incredibly resource-intensive, requiring massive vats of boiling water to dye the carpet after it is manufactured.

Because PureColor integrates the color directly into the molten polymer before the fiber is extruded, the traditional dye house process is eliminated. This shift saves millions of gallons of water every single year. By removing the need to heat massive amounts of water for those dye baths, the company drastically reduced energy consumption. Since the 4-wall process removes the fleet of trucks moving materials between fragmented plants, supply chain greenhouse gas emissions are significantly curtailed.

Engineered Floors and Dreamweaver revolutionized the business, forcing the entire industry to adapt to a better way of doing things.

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Stauf USA names Phillip Lopez Southwestern regional director

Memphis, Tenn.—Stauf USA has named industry veteran Phillip Lopez its Southwestern regional director.

Lopez brings a strong technical background and extensive distribution experience to the role.

“We look forward to working with Phillip and welcome his knowledge and skill set to Stauf USA,” said David Ford, vice president of sales and marketing for Stauf. “He has a unique ability to combine both sales and technical which is a rarity in today’s market.”

Lopez will oversee distribution and technical support in the Houston, Austin and San Antonio markets.

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SWFM announces dates, new location for 2027 event

Arlington, Texas—Market Maker Events has confirmed the 2027 Southwest Flooring Market (SWFM) will take place Jan. 7-8 at the Loews Arlington Hotel here. The event also coincides with the Shaw Dealer Meeting.

Manufacturers, retailers and distributors will convene here—a new location for SWFM—for two productive days of making new connections and exploring growth opportunities. Attendees will also get a preview of emerging flooring trends, the latest innovations and creative merchandising ideas.

SWFM will take place in the Honor Ballroom, located on the lobby level of the hotel. The venue offers a polished, convenient setting with easy access to restaurants and the rest of the Loews Arlington campus. Attendees can access to the Shaw Dealer Meeting via the Skybridge.

Attendees are encouraged to pre-register online.

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