Belknap White Says Armstrong’s New Hardwood Series Shines at Retail


BWG News   •   July 2, 2018


MANSFIELD, MASSACHUSETTS – The Belknap White Group (BWG), one of America’s leading full-service flooring distributors, announced its latest line of Hardwood Flooring from Armstrong, which features Diamond 10™ Technology​, the flooring innovation that incorporates cultured diamonds to create a powerful layer of scratch protection without clouding the beauty of the hardwood underneath.

Paragon offers today’s most in-demand wood colors and textures, in both high gloss and low gloss finishes, all featuring Diamond 10™ Technology. Three  popular “​looks​”​ include Smooth Hardwood​ with its  timeless, consistently beautiful look; Scraped, ​a ​richly textured floor​,​​ ​full of abundant ​visual ​character ​and ​built for rugged durability​… and​,​ brushed, ​featuring ​planks that are textured by gently removing the soft portion of the wood ​offering​​ a natural visua​l​. All Paragon floors come with a lifetime limited residential warranty.

Appalachian Ridge features scraped and brushed artisan effects harmonized with gentle sanding to create a refined, tactile canvas, brought to life with carefully selected stains and color washes.  This fusion of soft focus texture and unparalleled, multi-tonal colors creates a designer floor with subtlety and sophistication.

Both product lines are available in 5″ wide planks with ​varying ​lengths of 8 ¼” – 84 inches long x 3/4 inch thick​, and are made from 100% solid Appalachian hardwood​.

Unlike many protectants that can leave a cloudy finish, Diamond 10™ Technology provides clear scratch protection allowing the natural allure and beauty of the wood to shine through. It forms a hard traffic-and-wear-resistant barrier on the surface that also protects the wood from soils and stains.

According to Neal Coughlin, BWG’s Regional Vice President of Sales and Product Manager for Armstrong Wood, “After consumers choose the color, the next most important factor when considering natural wood is scratch resistance and maintenance. Consumers want to be assured that their floor will look beautiful for the long term. Armstrong’s Diamond 10™ Technology offers them that peace of mind.”

Armstrong’s Paragon in Oak Solid Masterpiece.

Armstrong’s Appalachian Ridge in Oak Solid – Natural Attraction.