Shaw, HGTV Team on Exclusive Flooring Line
Dalton, GA, Dec. 21, 2010 -- Shaw Industries and HGTV said they will launch an exclusive flooring line labeled “HGTV Home-Flooring by Shaw.”
The licensing partnership includes carpet, hardwood, laminate and area rugs. Additionally, the line will comprise green choices in each category including Shaw’s Anso nylon and Epic hardwood.
“This program grew out of the positive long-term relationship Shaw and HGTV enjoy and strengthens the connection between two powerful brands,” said Shaw president Randy Merritt.
“A co-branded product line that incorporates the popularity and credibility of HGTV presents retailers a differentiated offering and consumers a very attractive buying choice. This is the most exciting launch our industry has seen in years, and it will be a real game changer for specialty retailers.”
Shaw has been the exclusive flooring provider for the HGTV Green Home for the past three years and will again sponsor the home in 2011.
Along with products and features, Shaw will introduce a full marketing program for retailers in support of the launch.
To support the comprehensive program, Shaw will introduce a Dealer Toolkit with a variety of marketing materials from local advertisings, to cutting-edge interactive offerings. Additionally, Shaw will be supporting the program through national advertising and public relations which will launch in summer 2011.
Shaw designers, with input from the HGTV team, are currently solidifying program details.
The HGTV Home-Flooring by Shaw collection will be introduced to select retailers in Spring 2011.