Since 1946, Armstrong Carpet & Linoleum Co. has been furnishing and/or installing carpets; area rugs; runners; and vinyl, laminate, linoleum, resilient tile, hardwood, bamboo, cork, and rubber floors for residential and commercial clients throughout the Bay Area. This family-owned and operated showroom is curated to provide tailored flooring guidance and expertise where customers can touch, feel, and see thousands of options. It carries products from all top manufacturers, including Marmoleum, Amtico, Mirage and Fabrica, as well as a complete line of window treatments.
President Liam Caldwell says Armstrong Carpet & Linoleum has flourished over the years because of its competitive pricing and dedication to superior local craftsmanship and customer service. "There is only one way to do things: ‘The right way,’ and that is reflected in every step of our process."
Armstrong assists its customers in sourcing the proper window treatments, focusing on décor, control of light and energy efficiency. “Hunter Douglas, our main focus, is ‘made in America’ and offers the finest quality window coverings, including blinds, shades, verticals and shutters,” says Mr. Caldwell. Many shades can be motorized and integrated into smart homes, and all shades are custom fabricated to fit the exact dimensions of each window.
“We truly care about our customers, and our goal is to ensure each one finds the perfect flooring to fit their lifestyle and budget. We believe a satisfied customer is a loyal customer, and our longevity is a testament to that conviction.”
Choose flooring that’s right for your specific living situation.
There are numerous styles to choose from when it comes to flooring, each with its own distinctive pros, cons, maintenance needs and prices. Ultimately, the type of flooring you choose depends on your lifestyle, aesthetic preferences and budget requirements. Before making a final decision, consider the following information about some of the most common types of flooring:
Carpet
The easiest and most cost-effective type of floor covering to replace and upgrade, carpet is also popular because of its color option diversity and soft underfoot texture. Its main concerns are wear-and-tear and vulnerability to stains, but numerous manufacturers make products that are stain-resistant and don’t prematurely show wear. Regular vacuuming and annual deep cleaning are recommended. (Price: $2-$15 per square foot, installed.)
Laminate
Durable and affordable, laminate is known for its wide range of colors and designs. However, unlike most carpet, laminate is stain-resistant. The downside is it’s susceptible to scratches and can’t be refinished or sanded down. (Price: $3-$7 per square foot, installed.)
Wood
Long-lasting and wear-resistant, wood can provide a more rustic ambience than most flooring choices and, unlike laminate, can be refinished if scratched. Be wary of softer woods like pine, which may dent easily. Also be aware that wood flooring is prone to darken with age and may shrink or expand with the weather, creating gaps or warping. To remove scuffs and marks, lightly apply a soft, clean cloth sprayed with a manufacturer-recommended hardwood floor cleaner. ($6-$15 per square foot, installed.)
Vinyl
Less expensive than most flooring choices, vinyl is durable, comfortable and easy to clean. It is, however, difficult to repair, and less expensive grades are prone to discoloration. Consider buying in sheet form rather than tile form—unlike sheet form, tile form isn’t water-resistant. ($1-$7 per square foot, installed.)
Linoleum
More durable than vinyl, linoleum is made of natural raw materials and can be hand-cut for personalized artistic design and installation. Polish a linoleum floor periodically to restore its shine and protect against staining and scuffing. Reseal annually to ensure optimal performance. ($2-$9 per square foot, installed.)
The cost of a new floor consists of much more than just the price per square inch, so ask your retailer to calculate the cost of the project in its entirety. Some additional costs may include furniture renewal, demolition/disposal of old floor coverings, sub-floor preparation, product delivery, installation, extra materials required to complete the installation, interest rates and financing fees.
Few carpet showrooms earn the prestigious Diamond Certified award, which means they've been independently rated Highest in Quality. Even fewer can also claim more than 60 years of industry experience, but that's exactly the case for Armstrong Carpet & Linoleum Co. "We've spent the last six decades building a loyal customer base by remaining dedicated to providing quality work and exceptional customer service," says owner Steve Balestrieri. "The quality of our work begins and ends with the standards we set for our installers. They understand the importance of exceeding customer expectations and upholding our long-standing reputation for excellence."
Armstrong Carpet & Linoleum provides and installs all types of flooring for residential clients throughout the Bay Area. The family-owned and operated company houses an extensive selection of products at its San Francisco showroom, including carpet; laminate, hardwood, linoleum, ceramic and vinyl flooring; area rugs; and a complete line of window treatments. For the convenience of its clients, it also offers tips and resources for home design projects.
Unlike flooring showrooms that try to coerce their customers into buying expensive products regardless of their specific needs, Armstrong Carpet & Linoleum only recommends products that make financial and logistical sense for each customer's flooring project. "We look out for our customers' best interests," confirms Mr. Balestrieri. "Our goal is to ensure they find the perfect flooring to fit their lifestyle and budget, even if that means we don't make a sale."
Another distinguishing feature of Armstrong Carpet & Linoleum is its comprehensive approach to quality control, which includes extending its warranties to ensure customers are satisfied with their flooring products several years after the initial installations. "We offer a standard two-year warranty, but if a customer calls about an issue with their four-year-old floor, we'll be there the next day to inspect it," explains Mr. Balestrieri. "Ultimately, we want to make sure our customers are happy with their flooring for many years."
