[Las Vegas] AHF debuted here at The International Surface Event (TISE) with a renewed energy and focus on hardwood. Bought by a private equity firm last year (the same firm that purchased Armstrong’s cabinet business six years ago), the sale included 1,700 people along with the hardwood plants.
“The team was already in existence so we are off to the races,” shared Ebeth Pitman, director of marketing. “It’s an established company and we will give face and identity to it for the trade but also for the people in the company. It’s a different focus — we are squarely focused on one area of concentration.” Simply put, she said, “The wood business wasn’t being shown love.”
With a stable of brands in place including Bruce, Armstrong and Capella, the company will first put its muscle behind the higher end label HomerWood. It also brought with it Diamond 10 technology, which is utilized on its solid products. “We are building momentum,” said Chris Kind, vice president of sales for AHF. “It’s a powerful brand with innovation that speaks to the market. And, we have capital behind it. There is a lot of energy.”