Flooring Plus

Connecting your business with the resources you needFlooring Plus by BWA--the complete retail marketing solution

When designing our new Flooring Plus by BWA program, we  drew upon our decades of experience and market research to create a profile of a successful floor covering retailer. We spoke with many of you personally to better understand your needs and expectations. The result is a comprehensive program that addresses the critical factors impacting your business today and pro-actively addresses future challenges and opportunities. To best present the Flooring Plus by BWA program, we’ve organized it under five key strategies we believe you are concerned about:

The Belknap White Group is truly a house of brands, representing the top names in every flooring category--names your customers know and trust like Armstrong, Mirage, Bruce and American Olean. Through our four divisions, we bring world class products to all segments of the residential and commercial flooring business. Our products are backed with the best warranties in the industry, making it easy for you to do business with the consumer. Through our Bella Cera brand, we source products from around the world to bring you and your customers quality flooring that represents exceptional value.   
We offer you with the displays, merchandising materials and samples you need to make your showroom a highly effective and beautiful selling environment.

Technology is changing the way we do business and how consumers shop. We give you the tools you need to effectively market your business and take advantage of emerging technology.

Click here to learn about our enhancements to Website Services Program

Click HERE for new Happy Home Marketing Materials


We offer a wide variety of solutions to help make you more profitable. Rewards for Business, growth incentives and freight discounts add to your bottom line.
Today’s consumer is more knowledgeable than ever. Our BWA University provides you with in-store training and web based e-learning programs to help you close more upgrade sales.




Program Summary

Enjoy the benefits of a group program while maintaining your independence and identity

Greater flexibility than national buying groups or mill programs