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Armstrong exec out as strategy shifts

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Headquarters of Armstrong Flooring Inc. in Manor Township, Lancaster County.
Headquarters of Armstrong Flooring Inc. in Manor Township, Lancaster County. - (Photo / )

Armstrong Flooring Inc. is losing an executive just as the company rolls out a new strategy for working with distributors to market its products

Armstrong, headquartered in Manor Township, Lancaster County, announced the resignation of senior vice president and chief product officer Joe Bondi from the company effective Feb. 1.

Bondi came to Armstrong in 2014 when the flooring company was still joined to ceiling manufacturer Armstrong World Industries Inc. Both companies are now separate entities after a 2016 split but share a headquarters campus in Manor Township.

Armstrong has no immediate plans to replace the vacancy created by Bondi’s exit, according to a company spokesperson.

Bondi will stay on until May 31 and oversee a new strategy also announced by the company this week. It entails handing over increased merchandising and marketing responsibilities to third-party distributors used by Armstrong.

Under the new plan, third-party distributors will be responsible for the implementation and production of in-store displays and other promotional campaigns, a responsibility Armstrong currently shares with distributors.

The change is designed to increase efficiency and emphasize the individual responsibilities of distributors and Armstrong.

"Our distributors are closer in the buying process to the retailers who sell our flooring and this just enables those responsibilities to be more clearly defined," said Steve Trapnell, the Armstrong spokesperson.

The change comes after the company began a new marketing campaign aimed at millennial homebuyers and businessowners. Called "The Floor Is Yours" and started in September, the campaign touts the durability of Armstrong’s flooring.

In its last earnings report, published in November, Armstrong reported sales of $308.5 million in third quarter of 2017 with a net loss of $18.7 million. That’s down from sales of $313.4 million and net income of $9.3 million in the third quarter of the previous fiscal year.

Armstrong Flooring sells resilient and wood flooring for commercial and residential properties. It offers products under three brands: Armstrong, Bruce Hardwood Floors, and HomerWood.

The company employs 3,700 people across 15 manufacturing facilities, including one in the city of Lancaster. The company operates two international facilities, with one in Australia and another in China. In August, the company announced the closing of facilities in Tennessee and Mississippi.

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