HGTV HOME Flooring by Shaw Launches in Retail Stores Nationwide

DALTON, Ga., July 13, 2011 /PRNewswire/ -- Shaw Floors is excited to announce that the new HGTV® HOME Flooring by Shaw collection is now available in retail stores across the country. Shaw partnered with HGTV, the nation's leading home and lifestyle television network, to develop the new flooring collection, which offers a simplified floor shopping experience coupled with fashion-forward carpet, hardwood, laminate and area rug styles that are all manufactured in the U.S.A. Featuring consumer-friendly displays that help shoppers find the floor that's right for their home, the HGTV HOME Flooring by Shaw collection is part of the overarching HGTV HOME brand program, which will include a complete assortment of home products and accessories.

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"The HGTV HOME Flooring by Shaw collection pairs Shaw's reputation for stylish, durable flooring with HGTV's influential role as a home improvement resource," said Shaw's Director of Marketing Kathy Young. "The combination of their knowledge and brand power has helped position the HGTV HOME Flooring by Shaw line as the go-to flooring option for consumers. With the launch of the new collection, Shaw now serves as HGTV's in-store flooring expert, offering advice and support to homeowners as they begin their own home renovation projects."

The HGTV HOME Flooring by Shaw collection makes floor shopping easier by walking customers through the selection process. Displays communicate key flooring facts and design advice to help homeowners determine the material and style of flooring that best meets their needs; plus, take-home samples are available so customers can confirm that their desired choices will fit with their home's existing decor. The HGTV HOME Flooring by Shaw collection includes:

• Carpet in 28 different styles, with many available in up to 50 colors. Made of durable, stain-resistant Anso® nylon, the carpet collection contains 25 percent recycled material and can be recycled back into new carpet over and over again.

• Solid and Epic® engineered hardwood selections that reflect current trends of natural-looking brown and blond tones, a variety of detailing options and minimal sheen. All solid hardwood products are sourced from responsibly managed forests, and the Epic engineered products contain 50 percent recycled content. A ScufResist™ PLATINUM finish on all hardwood styles provides six times more scuff resistance than competitors' flooring.

• Laminate options offer a durable, affordable alternative to other hard surface products. Realistic visuals of hickory, maple and South American Kupay hardwoods work in a variety of home applications.  

• Area rugs provide flexible layering options for hard surface or neutral carpet areas, and the HGTV HOME Flooring by Shaw program supplies 20 different area rug designs in two collections. The Haven collection, made from recyclable EverTouch® nylon, offers contemporary and transitional aesthetics, while the Inspire collection, which contains 25 percent recycled content derived from plastic bottles, delivers modern and vibrant visuals.

"HGTV HOME Flooring by Shaw products are a wonderful way for consumers to find inspiration and new ideas for their homes," said Ron Feinbaum, general manager, consumer products, HGTV. "We are also confident that when consumers purchase these high quality products for their homes, it can only serve to deepen the loyal relationships that HGTV already enjoys with its viewers." 

In relation to the collection's launch, Shaw has introduced a dedicated website about the HGTV HOME Flooring by Shaw line, which is found at Shawfloors.com/HGTV. The site features an interactive product catalog and retailer locator so that online consumers can browse the HGTV HOME Flooring by Shaw styles and find the closest retailer to their home that carries the line. Visitors can also check out the site's Know How! section for overviews of the various flooring types in the collection and for tips on how to best use color in the home. In addition, the site includes a Before & After Gallery, where homeowners can showcase their completed room renovations to others who may want inspiration for their own remodeling projects.  

"The HGTV HOME Flooring by Shaw website is designed to provide homeowners with a single, robust resource for any and all information pertaining to the new collection," said Shaw's Director of Interactive Marketing Steve Abernathy. "As with our in-store displays, the site presents product details and design-related content in a straightforward format that consumers can easily navigate; plus, visitors can see real life examples that illustrate the role HGTV HOME Flooring by Shaw plays in revitalizing a room. By incorporating these interactive online elements into the site, we've helped make flooring research a fun activity instead of a chore."

To celebrate the new collection, Shaw is hosting the HGTV HOME Flooring by Shaw Before & After Gallery Sweepstakes, which rewards participants with the chance to win an Apple iPad®. To enter the contest, consumers must either upload photo submissions to the Before & After Gallery or vote for their favorite room transformation on the site. Shaw will select a new set of winners every three months.

For more information about the HGTV HOME Flooring by Shaw line, visit www.shawfloors.com/HGTV. To learn more about the HGTV HOME product line, visit www.hgtvhome.com. HGTV HOME is a trademark of Scripps Networks, LLC, used under license to Shaw Industries, Inc.  ©2011

About Shaw

Shaw Industries, Inc., a subsidiary of Berkshire Hathaway, Inc., is the world's largest carpet manufacturer and a leading floorcovering provider with more than $4 billion in annual sales and approximately 25,000 associates worldwide. Headquartered in Dalton, Ga., the company manufactures and distributes carpeting, rugs, hardwood, laminate and ceramic tile for residential and commercial applications worldwide. A recognized leader in environmental stewardship, Shaw has implemented hundreds of sustainability initiatives and Cradle to Cradle design solutions, collectively termed the Shaw Green Edge. For more information, visit www.shawfloors.com.

For more information:

Katie O'Neill
Three
404-835-4527
[email protected]

Mollie Surratt
Shaw Floors
706.275.1792
[email protected]

SOURCE Shaw Floors