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Bruce Knows Floors

Posted: Monday, November 01, 2010

Bruce Flooring

Bruce Flooring is one flooring specialist that doesn’t mind sharing the wealth. Wealth of information, that is. And as a division of Armstrong, the flooring giant, Bruce has plenty of information. In other words, Bruce doesn’t just want homeowners and renovators to buy their flooring products, they are happy to help them from the initial initial planning stages, to how to best clean up a spill on a birch parquet.

On the Bruce Flooring homepage, though, the first thing you’ll notice are photos of their specialties: hardwood and laminate installations. Bruce’s hardwood collection boasts nine wood species, from Ash to Pecan, in four distinct styles, from planks to parquets, and nine richly tinted color families, from white and the “naturals” to “true browns.” And Bruce makes sure that customers know that each of these flooring styles is naturally safe for the environment.

Bruce’s convincing laminates are divided into separate wood and stone looks, and include over 60 selections, from those that mimic the appearance of apple wood or hickory to those that are made to look like Peruvian slate or a pearlescent Mediterranean tile. From there, though, the Bruce Flooring website diverges into its parent, Armstrong’s ubiquitous vinyl planks, tiles and sheeting, offering over 600 distinct products in total. With all of those options, it could be assumed that shipping and professional installation were a given. But instead of “doing it all,” the Bruce flooring division seems to be intent upon setting up the do-it-yourselfer for success at every stage.

Bruce’s complete online flooring guide begins with an A to Z flooring project planner. The first stop is their Flooring 101 video, which does more than just get the weekend warrior acquainted with the process. The company provides startup tips, room design ideas and tools, and goes as far as recommendations for finish care. Bruce is unique in their commitment to customer success beyond the initial sale.

Their hardwood floor selection is replete with the latest in hand-scraped and informal stylings, and their laminate selection is truly attractive and backed by one of the most well-known household names in flooring, but Bruce Flooring presents their product with the sense that it’s the simple things that matter most.