Armstrong Showcases New American Scrape Hardwood at International Builders' Show

February 13, 2013 (PRLEAP.COM) Business News
BURLINGTON, Mass., Feb. 13, 2013 — This spring, as the snow melts and color returns to landscapes across America, Armstrong Flooring will complete a national rollout of new hardwood flooring inspired by those beautiful scenes. Showcased at the International Builders' Show last month in Las Vegas, Armstrong's American Scrape collection offers buyers a deeply textured hardwood that is individually scraped and uniquely stained to evoke the scenery and heritage of different regions across the country.

The American Scrape collection is available in domestic hickory and oak, and the 10 regionally themed colors include names like Autumn Blaze, Cajun Spice, Red Rock Canyon, Grand Canyon Sunset and Western Mountain. While each plank is five inches in width, the lengths are set at random to combine with the scraped texture for a hand-built look and feel. Unlike hand-built floors, however, each American Scrape product comes with an exclusive Armstrong lifetime stain- and scratch-resistant finish.

"Armstrong's American Scrape collection is an affordable and durable way to bring a gorgeous, rustic look to your home that complements any modern touches you may have in a specific room," said Barry Greenberg, sales manager of A.J. Rose Carpets & Flooring, a Greater Boston flooring store. "The best part is that as you purchase this flooring product inspired by the land of the free, you are also supporting the men and women that have served to protect it."

Armstrong will be donating a portion of its sales from the American Scrape collection to Homes for Our Troops, a non-profit organization that builds adaptive homes at no cost for the country's severely injured veterans. Additionally, the company has committed to providing its flooring products for about 30 of those homes to be built nationally in 2013.

Though it may have been garnering the most attention, Armstrong's American Scrape hardwood wasn't the only new product featured by the brand in Las Vegas. Also on display was the Coastal Living Patina laminate collection, which uses weathered wood, metal and cement patterns to capture the effects of the wind, sun and sea along a shore. Patterns in the ocean-themed collection include Sea Wall, Ore and Weathered.

"The Coastal Living Patina laminates give our customers along the Massachusetts coast a way to echo the charm and timelessness of their surroundings in their homes," added Greenberg. "Even for those inland, the collection provides an escape to that serene place with flooring that will last for a lifetime."

About A.J. Rose Carpets & Flooring:
Serving Massachusetts homeowners and commercial customers since 1977, A.J. Rose Carpets & Flooring specializes in flooring products and installation, offering a broad selection of carpets, area rugs and vinyl, hardwood and laminate flooring. Family owned and operated from the beginning, A.J. Rose also offers professional carpet and upholstery cleaning with the latest equipment to ensure a quality job. Visit one of their showrooms, located at 136 Cambridge Street (Route 3A) in Burlington and 599 Worcester Road (Route 9 West) in Natick, or find them online at They can also be liked on Facebook at or reached by phone at 781-272-7600 in Burlington or 508-652-0770 in Natick.