Ingrained Innovation

Innovation has always been part of Armstrong’s DNA – integrated not only in product development but also in the way we operate our business and market our products. Not long after the company’s founding as a cork-cutting operation in the 1860s, our earliest leaders were exploring additional lines of business. Leftover cork scrap and cork dust were springboards into the production of cork insulation and linoleum.

Since then, we’ve regularly developed new procedures, equipment and products – ranging from no-maintenance floors to BioBased Tile made from rapidly renewable materials. We were a pioneer in marketing as well, sponsoring and producing shows in the early days of television.

Today and for the future, we innovative in all aspects of our business practices, from developing more efficient, sustainable processes in our manufacturing facilities to creating online resources and partnership programs that support our distributors and retailers.

Why? Innovation yields greater results both for our customers and for our company.

Introducing Our Latest Innovation: Diamond 10 Technology

Our innovative spirit is exemplified by Diamond 10 technology that enables new luxury flooring to stand the tests of time and traffic.

Patent-pending Diamond 10 is made with cultured diamonds and ranks a 10 on the Mohs Scale of mineral hardness.

Thanks to Diamond 10, Vivero flooring for the home and Natural Creations flooring for commercial use are the toughest Armstrong offers, providing durability and effortless cleaning.


Seeing Is Believing
Check out the videos below to see Diamond 10 in action.

Side-By-Side Comparison of Design Durability & Value

In this short video see a side-by-side comparison of Diamond 10 Technology performance against a leading competitor.

The Vivero Flooring Challenge

New Vivero flooring is made with patent-pending Diamond 10 Technology, Armstrong's exclusive manufacturing process.