Brian Carson, president and CEO of AHF Products, discusses more of the purchase of Armstrong’s hardwood flooring unit by American Industrial Partners, the numerous brands involved in the acquisition, and plans for those brands going forward. Carson discusses his plans for a brand hierarchy by price point as well as the impact LVT has had of the lower end of the wood market. He discusses a potential means of dealing with this situation, such as improving the ease of installation and making wood more attractive to retailers, builders, and contractors. Also discussed are the means of re-educating channel partners to the attributes of wood, the effects the installer shortage has had on the sector, and making wood sales more profitable for channel partners

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