Armstrong Flooring hosted its third event in the 2026 Roadshow series in Dallas, gathering retailers and designers to showcase its expanded residential flooring collection. The gathering, hosted by Adleta, represented the company’s first major effort to reintroduce the Armstrong Flooring brand to consumers after a lengthy absence from the market.
The roadshow’s interactive format allows participants to engage directly with new products while reinforcing the brand’s historical standing. “We haven’t done anything like this in a really long time,” she remarked, adding that the brand’s residential reentry is sparking strong interest.
The relaunch goes beyond nostalgia, positioning Armstrong Flooring as a modernized option with contemporary products aligned with current buyer preferences. Chris King, senior vice president of residential sales, stressed that the return includes updated marketing and merchandising support to help retailers turn brand recognition into sales.
A key highlight is the DLuxe Plank HDPC, a premium vinyl plank manufactured at the company’s Cartersville, Georgia facility. This product is part of a broader lineup that includes a refreshed merchandising system, enabling retailers to create standalone displays or larger branded setups. Existing Armstrong displays can be upgraded with new components, while a rotating showcase demonstrates the product’s durability through full-sized plank samples.
The roadshow also debuted the Sacred Grove Select collection, an engineered hardwood series produced in Turney, Tennessee. The line incorporates a billet plywood core for enhanced stability and trend-conscious color options, targeting both homeowners and design professionals. Alongside the wood products, three new porcelain tile collections, Heritage Tailoring, Subtle Chic, and Indie Edge, were introduced, each designed to suit varying styles and price points. All tile products are made domestically at the company’s Crossville, Tennessee plant.
Attendees expressed excitement about the expanded offerings, particularly the new product lines. Trey McGee from Henson Carpet One in Shreveport, Louisiana, noted enthusiasm for the new vinyl plank offerings, while Steve Watson of All About Floors in Forney, Texas, appreciated the refinishing capabilities and domestic production of the Sacred Grove Select engineered hardwood.
The event also unveiled a completely redesigned Armstrong Flooring website, featuring enhanced visualization tools, lifestyle content, and improved functionality.
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