Possibly the biggest focus today in the flooring industry is on the constantly growing residential luxury vinyl tile (LVT) category, where Armstrong's widely popular Alterna continues to be a top seller at retail. Now the company is introducing new sizes and shapes – and new wall application – for even more customized installations, and more in-store selling opportunities.
Alterna offers high performance, an affordable price point, strong aesthetics and American origin. The product is designed and printed in Pennsylvania; the stone is quarried in Illinois; and the premium tile is made in the United States at Armstrong's Kankakee, Ill. manufacturing facility and features approximately 90 percent domestic content.
The new sizes, which will complement the existing 12" x 12" and 16"×16" tiles, include 12"×24", 8"×16"and 8"×8" selections. Any of the tiles can stand on its own, or be combined to create unique patterns, as well as a more customized look of mixing squares and rectangles. The tiles can be laid out in different patterns – including a basket weave and a three-way opus – creating an upscale-looking custom installation.
Included in the Shapes and Sizes launch are two new designs: Allegheny Slate, which is offered in three colors and all five sizes; and Athenian Travertine, available in two colors and 16"x16", 12"x12" and 12"x24" formats. Both of these intros have extreme color variation in the graining to make for a unique installation.
Armstrong does not position Alterna vs. competing LVT products; rather, explains Product Manager Yon Hinkle, it is viewed as an alternative to ceramic and stone. "We call it our premium engineered stone, a category unto itself," he said. "The raw beauty of natural stone flooring presents a look that never goes out of style. Alterna captures the groutable textures and vibrant color depths found in authentic stone flooring."
Made with a durable composite material made primarily of crushed limestone making it an innovative alternative to natural stone, Alterna has been expanded to 118 SKUs and is currently available in five different sizes. From natural brown looks to cool, trendy gray tones, Alterna has a look to fit the décor of any household. The offering also can be purchased in solid colors, a monochromatic tone or with intense color variation and graining. Each design comes with 16 unique tiles, which allows for minimal repetition, and the breadth of tile looks – from slate to terracotta and more – can be achieved from the use of Alterna engineered stone.
From Floor to Wall
Alterna also can make a stunning addition to a home as a backsplash, accent wall or other focal point. At the request of dealers who have experienced tremendous success with Alterna, the engineered stone tile collection now is also being recommended for use on walls, according Armstrong.
"Alterna's ability to mimic high-end ceramic and stone at a fraction of the cost and weight are terrific advantages that have made Alterna a great option for use on walls except for in showers or around fireplaces," said Hinkle.
While aesthetics are often top-of-mind, the benefits to Alterna don't stop at the look alone. The durable engineered stone is warmer and more comfortable underfoot than traditional tile; resists stain and soil; is easy to clean; and doesn't crack as traditional tile can. It is also less slippery then traditional tile. Alterna flooring resists the effects of temperature and moisture changes, so customers can get the stunning look of tile in kitchens, baths, basements, and laundry rooms.
Alterna is FloorScore certified for low VOC emissions and compliant with California Section 01350 for low VOC emissions, recognized as the strictest in the country. Available in 10 colors to match any desired look, Alterna's grout and adhesive are low VOC products which can further contribute to healthier indoor air quality.
