GRIPS CUSTOMERS & RESEARCH PARTNERS
According to in-store data from Grips Intelligence covering January to May 2026 across Home Depot, Lowe's, and Menards, Armstrong Flooring maintains a strong retail presence with Home Depot commanding a dominant 79.6% of the brand's revenue share. Lowe's follows as the second-largest channel at 17.6%, while Menards accounts for a modest 2.7% of revenue. The brand's average product price during this period stood at $17.93, reflecting a wide range of price points across retailers. Notably, Armstrong Flooring experienced a 40.3% decline in overall revenue during the tracked period, though the most recent month showed a 5.1% uptick suggesting a potential recovery. This heavy concentration of sales through a single retailer highlights both the strength of the Home Depot partnership and a potential vulnerability in Armstrong Flooring's retail distribution strategy.
OVER TIME
Over the last three months, revenue on tracked retailers has declined by 40% from Mar to May.
OVER TIME
Over the last three months, average selling price on tracked retailers has decreased by 53% from Mar to May.
REVENUE SHARE
Revenue distribution across product categories for Armstrong Flooring on Home Depot.
REVENUE SHARE
Revenue distribution across tracked retailers for Armstrong Flooring.
BY REVENUE
Armstrong Flooring sells 91% online and 9% offline. Online runs through 2 retailers; offline through 2.
Online
91%
9%
Offline
Online channels
91%
Offline channels
9%
BY REVIEW COUNT
Across 235K ratings on 3 retailers, Armstrong Flooring averages 4.2★. Most reviews for the products are in the 4.0–4.2 range.
BRAND AVERAGE
4.2
/ 5
From 235K ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$96.73
Price
$1.6M
Revenue
$92.90
Price
$828K
Revenue
$89.55
Price
$551K
Revenue
$89.61
Price
$526K
Revenue
TO ARMSTRONG FLOORING