Fitz Flooring: Armstrong’s first Canadian elite retailer

PRESS RELEASE: [Lancaster, Pa.] Fitz Flooring’s two Calgary, Canada showrooms are the company’s first to be named to the Armstrong World Industries Elite Retailer program, and the dealer also is the first Canadian-based retailer to join.

Fitz Flooring opened its first location in 1992, with a 1,000 sq ft showroom and two employees. Today, Fitz Flooring has expanded to six store locations, a separate administration/warehouse location and employs over 35 staff. President/Owner John Fitzsimmons credits the firm’s basic philosophies of how it works with clients, its strong reputation, and its affiliations with some of the top leaders in the field, like Armstrong, Invista and the National Flooring Association, for its continued growth and success.

“Fitz Flooring is a great organization of people who love the home building and home improvement industry. You can see the pride they take in combining their resources to fulfill the home décor needs of their customers,” said Steve Staikos, Armstrong.

“Armstrong has been a great partner of Fitz flooring throughout the years. They have great brand recognition, quality products, sales support and seem to be as concerned with environmental stewardship as we are,” said Fitzsimmons. “It seemed like the next natural step to solidify our commitment to each other to provide our customers with the best selection and value possible with Armstrong’s large array of products and merchandising.”

New Elite merchandising displays will be added to each showroom to provide an even wider range of hard surface floor covering options for customers to choose from.  An additional benefit of the program for the retailer is that the store is co-branded on Armstrong.com which also helps to provide qualified leads direct to the retailer.

“Armstrong also has helped in the setting up of new display racks and provided new display flooring making it easier for our customers to visualize what the products look like, installed. They also are leading the way with social media to help us with lead generation,” said Fitzsimmons.