Dalton—Walt Disney World will once again be the place to be for more than 2,800 dealers who are part of Shaw Industries’ Flooring Alliance (SFA) buying group when its sixth convention will take place from Jan. 14 to 17.

With more than 2,800 people expected to participate in the four-day event, Blane Haywood, Shaw’s director of residential marketing, said, “This year’s convention is bigger and better than ever with a record number of registered attendees.” In fact, member registration is up 20%.

That’s entertainment

He noted while there is a full agenda of motivational discussion sessions, networking opportunities and new product introductions, the company made sure there was still room for memorable entertainment, including a trip to Disney’s Animal Kingdom.

In fact, the way in which Shaw builds in the extracurricular activities is one of the main reasons members enjoy coming to this event. Deb Skogmo of DeGraaf Interiors and Kemp Floor Covering in Hudsonville, Mich., said, “Shaw focuses on gearing the conventions to appeal to families. This year, I plan on bringing my four-year-old daughter; including my family really personalizes the convention for me.”

While including her family is important, she added, “Shaw’s SFA convention is not an event to miss. With the energy and passion from the people, you can see Shaw is working for us.”

Product debuts

As with any buying group, new products and services take center stage at this type of event, and Scott Sandlin, Shaw’s vice president of residential marketing, said there will be plenty of new things to see and touch. “We have all seen many products and marketing launches over the years. However, 2007 will be full of innovative, sellable tools and products to assist our SFA dealers in reaching their maximum potential.”

With a convention theme of “Explore,” Shaw will be launching an array of products and merchandising tools that will have SFA members exploring everything there is to see, he added.

New products include expansions to the SFA exclusive Kathy Ireland line such as a selection of wood to complement the current carpet, laminate and ceramic offerings. Carpet introductions include an updated Kathy Ireland Color Wall with 80 color choices and improved display design.

In addition, Kathy Ireland Flooring Solutions will feature 20 recyclable carpet styles in five core-coordinating colors that are common in each design. The Kathy Ireland ClearTouch display will also be updated to include 60 fashion-forward colors constructed with Shaw’s exclusive ClearTouch fiber, Softback Platinum backing and R2X stain and soil treatment.

Plus, enhancements to the Storeworks program and Shaw Design Center will be among the many introductions.

For more information about Shaw’s SFA program, contact Haywood at 706.275.3443.