Bruce Laminate Introduces New Tropical Exotic and American Exotic Wood Looks

By Todd Fratzel on Flooring


Taking its lead from the most popular hardwood trends, Bruce Laminate offers hand-touched Sapele Long Plank in its Reserve Premium® collection.

This is a floor that commands attention. The tropical exotic Sapele laminate, in rich reddish- brown colors and a grand seven-foot long plank, is an impressive hand-scraped floor that reflects effortless style and sophistication. Distinctive graining and undulating texture – very difficult to achieve in real wood – completes the dramatic appeal of this refined laminate floor.

“It is a statement in design, performance and environmental responsibility. You can create the illusion of a tropical hardwood floor without the impact on the forest. All at a price you can afford,” said Milton Goodwin, vice president, Laminate & Ceramic.

This new visual has the look and feel of solid, exotic hardwood with the value and endurance of a laminate floor. Thanks to the vibrant colors and intense depth and realism of Hi-Definition Print Technology™, Bruce laminate floors exactly replicate the appealing look of specialty hardwood at a fraction of the cost of the original – and they’re easier to install and easier to maintain.

The floor’s dramatic, realistic looks come from a combination of features: a patent-pending premium exotic finish; seven-foot long planks; and pressed beveled edges to accentuate each plank. These laminates also are resistant to ordinary scratches, dents and dings.

A Home-Grown Favorite: Traditional Hickory

Bruce Laminate also offers a new hand-touched Hickory, a traditional five-inch wide rustic, and the newest design in the Reserve® collection. This richly textured floor is available in two colors, Barley Harvest and Auburn Spice. The floor has an aggressive scrape for the timeless look of casual elegance that is perfectly suited for a comfortable, relaxed, and stylish lifestyle.

The collection creates a feeling of warmth and welcome with the look of aged, distressed wood in longer-length planks that allow consumers to create dramatically different rustic visuals. The distressing, which would take years to appear naturally, adds character to the wood’s beautiful grain and natural color variations.

These Bruce® laminates are engineered with Lock&Fold® installation; no glue required. “The floor can be installed over almost anything. Planks align automatically. And since you don’t use glue, you can remove and replace panels if your tastes change someday,” said Goodwin.

The collection features a Magnum Plus HDF core that “gives the floor its real solid wood appearance and forms a moisture barrier for superior dimensional stability, so there’s no need to worry about moisture wicking up from the subfloor or spills soaking in,” said Goodwin. The Magnum Plus core also means there is no need for the product to acclimate. “You can buy it today and live on it tonight,” Goodwin explained.

The exclusive G3™ wear layer protects against wear and fading, and resists ordinary scratches, dents and dings. The floors also have an antibacterial surface. The collections offer a 30-year limited warranty, Bruce’s longest.

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About Armstrong World Industries, Inc.

Armstrong World Industries, Inc. is a global leader in the design and manufacture of floors, ceilings and cabinets. In 2009, Armstrong’s consolidated net sales totaled approximately $2.8 billion. Based in Lancaster, Pa., Armstrong operates 36 plants in nine countries and has approximately 10,600 employees worldwide. For more information, visit

About the author

Todd Fratzel

I'm full time builder for a large construction company in New Hampshire. I run their design-build division that specializes in custom homes, commercial design-build projects and sub-divisions. I'm also a licensed civil and structural engineer with extensive experience in civil and structural design and home construction. My hope is that I can share my experience in the home construction, home improvement and home renovation profession with other builders and home owners. I'm also the Editor-in-Chief and Founder of Tool Box Buzz. Please feel free to contact me if you have any questions, suggestions or you'd like to inquire about advertising on this site.

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