Home Depot Plans Major Fall Launch of LifeProof Carpet

Green Bay, WI, July 8, 2015—Home Depot is launching an exclusive new line called LifeProof Carpet, according to an in-store presentation seen by Jeff Macco, CEO of Macco’s Floor Covering and former head of the carpet committee for the National Floorcovering Alliance.

In the presentation, which took place in a Green Bay store and was conducted by a Home Depot vice president, the company stated that it plans to roll out LifeProof on a scale that rivals Stainmaster. The product will likely go head-to-head against Stainmaster's Pet Protect, which is sold exclusively at Lowe’s in the home center channel.

According to Home Depot’s website, the firm claims that LifeProof is impossible to stain—the collection carries the tagline “Life Proof Protects Carpets from Life’s Little Mishaps”—and offers “the best warranty with the fewest exclusions,” according to its website.

LifeProof has around 50 SKUs, both triexta and solution dyed nylon—30 ounces to 60 ounces—and prices ranging from $22/yard to $45/yard. End cap displays of the LifeProof carpet have just been installed at all Home Depot stores.

Listen to the interview with Jeff Macco here for more information.