Robbins introduces ArmorWood densified wood
Mountville, Dad. – AHF Products’ Robbins brand introduced ArmorWood – a compacted wood floor that uses a patent-pending process to make hardened wood. As a result, the company said, the customer gets a 100% natural hardwood floor that not only repels gouges from a dog’s nails, but is also waterproof and protects the floors from accidental pet accidents.
“We know today’s consumers strive for real, authentic hardwoods as their No. 1 flooring choice, but often compromise due to performance issues when pets are part of the household,” said Steve Staikos, general sales manager, AHF Products. “ArmorWood answers the bell on both fronts – hardwood authenticity without sacrificing performance.”
ArmorWood Densified Hardwood is up to 6x more dent resistant, up to 4x more scratch resistant and the face veneer is up to 2.8x thicker than competing 0.6mm paper thin veneer products, the company said. ArmorWood is said to provide the same performance as SPC and laminate and to be superior to traditional solid and traditionally engineered wood. In addition, the new Cleantivity antimicrobial coating technology inhibits the growth of bacteria, mold and mildew that could damage the floor.
“Robbins has served America since 1886,” Staikos said. “Our solid and composite wood floors, rigid core and TimberTru floors perform as well as they look. We offer market exclusivity to participating retailers, so their product mix is different than the store a mile away.”
According to Staikos, the company has listened to consumers looking for innovative ways to make everyday tasks easier, without sacrificing style. In addition to the high performance, ArmorWood offers sculpted visuals that look like solid hardwood and uniformed wire brush techniques typical of European solid white oak design floors, giving a luxurious look and feel.
Consumers can see what Robbins floors look like in their space at robins.com. The Visualizer tool is an easy-to-use online platform where consumers can visualize and design their dream floor directly on any device. The tool streamlines the process and accelerates project turnaround times, providing homeowners and professionals with a fast, seamless way to build trust during product selection. Consumers see what a color or style will look like in different rooms and can even upload their own image in seconds to see how their selections will look in their own home.
With the visualization technology, retailers have a wealth of inspiration to work with consumers remotely or in the showroom and dealers can help customers see immediately what their floor will look like, as well as follow up with real samples.
“In today’s competitive flooring market, retailers are looking for ways to increase sales while continuing to focus on high-quality product offerings,” said Staikos. “We have a great opportunity with Robbins products, and ArmorWood in particular, to offer specialty retailers a unique sales proposition.”