New Company Formed with Armstrong’s Wood Flooring Business to Debut at Surfaces

AHF Products, an independent wood flooring company established after a private equity firm’s purchase of Armstrong Flooring’s wood floor segment, will debut at the International Surfaces Event (TISE) in Las Vegas Jan. 22–25 at booth 2009.

Headquartered in Lancaster, Pa., the new company will exhibit its full hardwood flooring portfolio, including Armstrong’s former wood flooring brands Bruce, Armstrong Flooring, HomerWood and Capella.

“We are entering 2019 with a clear focus on wood flooring,” AHF Products VP of Sales Chris King said in a statement. “Our strategy for growth is simple: invest in innovation and technology, deliver a dynamic product portfolio, and be a great business partner for our customers.”

Michael Bell is currently serving as chief transition officer at the company, with Wendy Booker serving as vice president, marketing and product development. A CEO has not yet been named.

AHF Products said one of its first priorities is utilizing its competitive advantage in the industry by listening to customers, leveraging its production network and utilizing distributors’ connectivity to the market.

“We are excited to partner with AHF Products and their knowledgeable, passionate employees, best-in-class customer base, outstanding products, and tremendous plant network,” stated TJ Rosengarth, partner at American Industrial Partners (AIP), the firm that purchased Armstrong’s wood flooring business for $100 million Dec. 31.  “While AHF Products has a great legacy on which to build, we are investing for long-term growth so that the company can perform to its full potential.”

Armstrong Flooring announced in November it would sell its wood flooring segment to focus exclusively on resilient flooring.

AIP is continuing to manufacture at Armstrong’s six former flooring mills in North America, with approximately 1,700 employees.

(This story was updated Jan. 18 at 11:40 a.m. to include additional personnel info.)

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