Article Number: 2924
Shaw Innovations succeeds at AmericasMart, Sales driven by vast introductions
By Sarah Zimmerman
Atlanta—Shaw Industries’ recent annual regional flooring market—Shaw Innovations—brought out the big guns in ’08 introducing a plethora of new and updated products across all categories. This was the company’s fifth market of 22 this year. Under a simultaneous market concept, the event was for the first time held at AmericasMart here in conjunction with the first three days of the winter International Area Rug Market, Jan. 17 to 19.
According to the company, the dual market optimized retailer accessibility, convenience and selection, which was realized when a record attendance number was reached by 2 p.m. on only its second day. And record roll sales followed shortly after.
“Shaw Innovatitons 2008 is about exciting new retail programs for our dealers to gain profit opportunities in the New Year,” said Casey Johnson, vice president of retail for Shaw.
Chas Sydney, senior vice president of new business development for AmericasMart, agreed, saying it was an honor to host Shaw. “The historic co-staging is in direct response to key flooring retailer feedback.”
And attendees, like Tommy and June Barber of R&N Industries in Dalton, were pleased. “Shaw has some great products here at a really nice price, which will help the economy. It’s promising.”
Robin Davenport of International Flooring Consultants agreed, noting, compared to other manufacturer’s recent markets, Shaw has provided a variety of better looks.
Another attendee focused on visuals was Stanley Huckaby of Huckaby Brothers Abbey Carpet in Phoenix City, Ala., who commented on the assortment of new colors, saying the richer, darker tones add a new dimension.
Ample offerings
Shaw’s soft-surface intros ran the gamut, offering not only bold new colors and designs, but also several lifts to some familiar faces including a focus on eco-conscious constructions.
Based on the popular past Queen Classics, Shaw offered updated versions of the best-selling members of its Visions collection. Made from Anso nylon, Steve Sieracki, vice president of category and product management for carpet, said, “The addition of these fashionable, proven products further solidifies Shaw’s commitment to the Anso brand and to green.” All Anso products are recyclable in a carpet-to-carpet model at Shaw’s Evergreen Nylon Recycling Facility in Augusta, Ga.
Another Anso addition included Shaw’s Visions Savvy Spaces collection, created to coordinate with popular exotic hard surfaces. Full two-toned carpet color, fabric-inspired textures and upscale patterns drive its four compartments—Luxury, Retreat, Urban and Casual.
Looking to the high-end market, Shaw spotlighted updates to its Couture line—two high-twist pattern additions in 36 colors. Originally introduced in 1997, Couture has achieved great success, and “Shaw is working to continually grow and strengthen the brand with these high-style introductions in earth tones and upscale visuals,” Sieracki said. “It’s a collection with offerings for every consumer.”
Adding an edge, Shaw also stepped up its ClearTouch collection for the third time in three years, offering nine updates providing soft textures, cable construction, varying luster levels and a new limited lifetime stain warranty.
Though Shaw’s residential carpet offerings amassed (see related story on page 8 for rug intros), its commercial side was not forgotten.
Shaw Main Street Commercial introduced carpet tile and broadloom updates to its Queen and Philadelphia lines. Several new recyclable broadloom products and a carpet tile collection named Commercial Tile II—Chain Reaction and Ripple Effect—were added to Queen. Meanwhile, the new Open Spaces collection—aimed to capture the earth’s characteristics from a bird’s eye view—joined Philadelphia.
Lessening its environmental footprint, Shaw introduced its TripleTouch Carpet Cushion. Brian Hankins, cushion marketing manager, said, the padding works in three ways: 1) enhanced comfort under foot; 2) extreme durability (lasts the life of a home), which adds value to carpet, and 3) use of natural oils, means less petroleum-based products.
Shaw threw some hard punches as well. Revealing an eclectic mix of hardwood, a prominent laminate locking system and focused ceramic features, Shaw’s hard surface category “hit the nail on the head.”
Using 100% recycled wood, Shaw’s Grand Canyon “commanded attention,” with unique 8-inch, handscraped planks. Kevin Thompson, product category manager for hardwood, said, “This product is great because it provides an Old World look with 21st century engineering.” Made from mill byproducts using a state-of-the-art gluing process, Grand Canyon is less susceptible to cupping, crowning and warping.
Sporting the tag line, “...just like the floor of the old mill where my granddad worked,” Olde Mill Maple also premiered. Inspired by the floors of old textile mills, the collection simulates the look of reclaimed products in three colors, which can be used together to make a fourth, multi-colored visual. “These products—Grand Canyon and Olde Maple Mill—focus on upper-end. We’re making them attainable, carving out something different.”
To promote and showcase these two additions, Shaw created the Premier Product Gallery (PPG), which highlights 48-inch display boards. “The response has been phenomenal! We have the right unit for the right products at the right time,” he added.
Another handscraped selection, Shaw introduced Epic Legends to its Epic hardwood collection. Available in 5- and 3-inch widths—which can be used together for unique styling—it features EnviroCore and can be floated, stapled or glued.
Shifting gears, the latest in laminate is Shaw’s single-action locking system, LocNPlace. According to the company, LocNPlace is not only easier and faster to install, but also two times as strong length wise and three times width wise than other systems. Eric Erickson, product category manager, laminate, said, Shaw installed over 1,000 pieces in just an hour-and-a-half. LocNPlace continues to expand with such products as Salvador, Americana Collection and Tropicana.
Focused on design, Shaw launched four ceramic styles with coordinating listellos and borders. The introductions—La Paz, Piazza, Ravenna and San Marcos—offer intricate stone-like visuals, earth tones and advanced glazing techniques. La Paz is a slip-resistant, high-value, Southwestern-inspired product available in four colors. Piazza, an Italian porcelain tile, attacks two things, said Jason Kyzer, category manager. “It’s a rustic visual with easy installation; every piece is chiseled.” Ravenna porcelain tile is available in three colors that provide a weathered look. And, San Marcos is an entry-level product, featuring colors and styles to compliment many successful carpet offerings.
Products plus promotion
Not only did Shaw divulge its latest and greatest, it also pumped up promotion with the introduction of its “Spring is Green” advertising campaign. The national environmentally focused program, aimed at leveraging traffic and building excitement, spans all categories and will include two new commercials and several exciting print ads, to run March 24 to June 9, said Buddy Bevel, Shaw’s marketing communications manager. It also includes Shaw’s commitment as sponsor and sole flooring provider for the HGTV Green Home Giveaway.
“The green movement is in its infancy, but it’s coming like a tidal wave,” Bevel said. “This makes green more attainable to the average customer; it communicates feasibility. We want people to feel good about making their flooring purchases.”
Dealers response was optimistic. “Green is just coming on, but I think it will be the future,” said Sammy Mcneeley of Creative Carpet & Tile in Oak Ridge, Tenn. “I definitely support it, and the products don’t suffer a bit from it.”
The Barbers chimed, “Self-educated customers are coming in asking for eco-friendly products. This is an improvement for everyone.”
Atlanta—Shaw Industries’ recent annual regional flooring market—Shaw Innovations—brought out the big guns in ’08 introducing a plethora of new and updated products across all categories. This was the company’s fifth market of 22 this year. Under a simultaneous market concept, the event was for the first time held at AmericasMart here in conjunction with the first three days of the winter International Area Rug Market, Jan. 17 to 19.
According to the company, the dual market optimized retailer accessibility, convenience and selection, which was realized when a record attendance number was reached by 2 p.m. on only its second day. And record roll sales followed shortly after.
“Shaw Innovatitons 2008 is about exciting new retail programs for our dealers to gain profit opportunities in the New Year,” said Casey Johnson, vice president of retail for Shaw.
Chas Sydney, senior vice president of new business development for AmericasMart, agreed, saying it was an honor to host Shaw. “The historic co-staging is in direct response to key flooring retailer feedback.”
And attendees, like Tommy and June Barber of R&N Industries in Dalton, were pleased. “Shaw has some great products here at a really nice price, which will help the economy. It’s promising.”
Robin Davenport of International Flooring Consultants agreed, noting, compared to other manufacturer’s recent markets, Shaw has provided a variety of better looks.
Another attendee focused on visuals was Stanley Huckaby of Huckaby Brothers Abbey Carpet in Phoenix City, Ala., who commented on the assortment of new colors, saying the richer, darker tones add a new dimension.
Ample offerings
Shaw’s soft-surface intros ran the gamut, offering not only bold new colors and designs, but also several lifts to some familiar faces including a focus on eco-conscious constructions.
Based on the popular past Queen Classics, Shaw offered updated versions of the best-selling members of its Visions collection. Made from Anso nylon, Steve Sieracki, vice president of category and product management for carpet, said, “The addition of these fashionable, proven products further solidifies Shaw’s commitment to the Anso brand and to green.” All Anso products are recyclable in a carpet-to-carpet model at Shaw’s Evergreen Nylon Recycling Facility in Augusta, Ga.
Another Anso addition included Shaw’s Visions Savvy Spaces collection, created to coordinate with popular exotic hard surfaces. Full two-toned carpet color, fabric-inspired textures and upscale patterns drive its four compartments—Luxury, Retreat, Urban and Casual.
Looking to the high-end market, Shaw spotlighted updates to its Couture line—two high-twist pattern additions in 36 colors. Originally introduced in 1997, Couture has achieved great success, and “Shaw is working to continually grow and strengthen the brand with these high-style introductions in earth tones and upscale visuals,” Sieracki said. “It’s a collection with offerings for every consumer.”
Adding an edge, Shaw also stepped up its ClearTouch collection for the third time in three years, offering nine updates providing soft textures, cable construction, varying luster levels and a new limited lifetime stain warranty.
Though Shaw’s residential carpet offerings amassed (see related story on page 8 for rug intros), its commercial side was not forgotten.
Shaw Main Street Commercial introduced carpet tile and broadloom updates to its Queen and Philadelphia lines. Several new recyclable broadloom products and a carpet tile collection named Commercial Tile II—Chain Reaction and Ripple Effect—were added to Queen. Meanwhile, the new Open Spaces collection—aimed to capture the earth’s characteristics from a bird’s eye view—joined Philadelphia.
Lessening its environmental footprint, Shaw introduced its TripleTouch Carpet Cushion. Brian Hankins, cushion marketing manager, said, the padding works in three ways: 1) enhanced comfort under foot; 2) extreme durability (lasts the life of a home), which adds value to carpet, and 3) use of natural oils, means less petroleum-based products.
Shaw threw some hard punches as well. Revealing an eclectic mix of hardwood, a prominent laminate locking system and focused ceramic features, Shaw’s hard surface category “hit the nail on the head.”
Using 100% recycled wood, Shaw’s Grand Canyon “commanded attention,” with unique 8-inch, handscraped planks. Kevin Thompson, product category manager for hardwood, said, “This product is great because it provides an Old World look with 21st century engineering.” Made from mill byproducts using a state-of-the-art gluing process, Grand Canyon is less susceptible to cupping, crowning and warping.
Sporting the tag line, “...just like the floor of the old mill where my granddad worked,” Olde Mill Maple also premiered. Inspired by the floors of old textile mills, the collection simulates the look of reclaimed products in three colors, which can be used together to make a fourth, multi-colored visual. “These products—Grand Canyon and Olde Maple Mill—focus on upper-end. We’re making them attainable, carving out something different.”
To promote and showcase these two additions, Shaw created the Premier Product Gallery (PPG), which highlights 48-inch display boards. “The response has been phenomenal! We have the right unit for the right products at the right time,” he added.
Another handscraped selection, Shaw introduced Epic Legends to its Epic hardwood collection. Available in 5- and 3-inch widths—which can be used together for unique styling—it features EnviroCore and can be floated, stapled or glued.
Shifting gears, the latest in laminate is Shaw’s single-action locking system, LocNPlace. According to the company, LocNPlace is not only easier and faster to install, but also two times as strong length wise and three times width wise than other systems. Eric Erickson, product category manager, laminate, said, Shaw installed over 1,000 pieces in just an hour-and-a-half. LocNPlace continues to expand with such products as Salvador, Americana Collection and Tropicana.
Focused on design, Shaw launched four ceramic styles with coordinating listellos and borders. The introductions—La Paz, Piazza, Ravenna and San Marcos—offer intricate stone-like visuals, earth tones and advanced glazing techniques. La Paz is a slip-resistant, high-value, Southwestern-inspired product available in four colors. Piazza, an Italian porcelain tile, attacks two things, said Jason Kyzer, category manager. “It’s a rustic visual with easy installation; every piece is chiseled.” Ravenna porcelain tile is available in three colors that provide a weathered look. And, San Marcos is an entry-level product, featuring colors and styles to compliment many successful carpet offerings.
Products plus promotion
Not only did Shaw divulge its latest and greatest, it also pumped up promotion with the introduction of its “Spring is Green” advertising campaign. The national environmentally focused program, aimed at leveraging traffic and building excitement, spans all categories and will include two new commercials and several exciting print ads, to run March 24 to June 9, said Buddy Bevel, Shaw’s marketing communications manager. It also includes Shaw’s commitment as sponsor and sole flooring provider for the HGTV Green Home Giveaway.
“The green movement is in its infancy, but it’s coming like a tidal wave,” Bevel said. “This makes green more attainable to the average customer; it communicates feasibility. We want people to feel good about making their flooring purchases.”
Dealers response was optimistic. “Green is just coming on, but I think it will be the future,” said Sammy Mcneeley of Creative Carpet & Tile in Oak Ridge, Tenn. “I definitely support it, and the products don’t suffer a bit from it.”
The Barbers chimed, “Self-educated customers are coming in asking for eco-friendly products. This is an improvement for everyone.”
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