Armstrong Flooring to expand Midwest coverage

Armstrong floors Natural creations with Diamond 10 technologyLancaster, Pa.—In light of its impending departure from Ohio Valley Flooring (OVF) effective July 3, 2021, Armstrong Flooring will expand the territory of two major distributors and serve the rest of the market on a direct basis. Specific details will be shared locally in June 2021, according to the company.

“We are committed to winning in the marketplace and continuing the transformation of our business, which is well underway,” said Brent Flaharty, senior vice president and chief customer experience officer, Armstrong Flooring. “We are delighted to be able to bring incremental opportunities to two of our longstanding distributors and forge direct relationships with key customers that make up this region. We look forward to working with our distribution partners and customer base over the next 30-45 days to ensure a smooth transition. Our goal is to continue to provide innovative flooring solutions and service propositions that support the growth of builders, retailers, distributors and Armstrong Flooring.”

According to Armstrong, the following service changes will take effect on July 4, 2021:

  • Belknap-Haines, which currently distributes Armstrong products from Maine to Georgia, will expand to the rest of Pennsylvania, West Virginia and eastern Ohio, including Columbus and Cleveland.
  • Florstar Sales, which distributes Armstrong products primarily in the upper Midwest, will expand to several counties in Northwestern Ohio.
  • Armstrong floors will serve Kentucky, most of Indiana and the rest of Ohio on a direct basis, investing in people, marketing and logistics capabilities to support this new go-to-market model.

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