Shaw Restructuring Tuftex, Names Burton VP
Dalton, GA, April 12, 2010--Shaw Industries said it is re-structuring the company’s Tuftex of California brand and has named Bob Burton divisional vice president of Tuftex product management and marketing.
Burton's primary objective will be to position Tuftex as Shaw’s premier retail brand.
According to Shaw’s Executive Vice President of Sales and Marketing, John Godwin, the retirement of Jim McIntosh, vice president of Tuftex sales, in April presented an ideal time to realign the brand strategy and organization.
The Tuftex marketing team under Burton’s leadership includes Greg Payne, director of corporate accounts and mass channels; Janet Compton, director of marketing; Stefan Hoher, director of marketing technology; and Tanner Fanello, Tuftex brand manager.
Tuftex has established its brand identity with west coast styling and colors. Tuftex caters to the mid-to-high end market segment. “While the current Tuftex strategy has created a successful model over the years, we feel we have a unique opportunity to continue increasing awareness and further position Tuftex as Shaw’s premier retail brand,” said Godwin.
According to Godwin, Tuftex will continue to have a dedicated sales and field management structure. “Moving forward, all Tuftex sales representatives will stay dedicated to the Tuftex channel but work within Shaw’s existing residential structure. This change will add value by leveraging current relationships in the marketplace to increase brand presence within defined targeted customers groups,” said Godwin.
Tuftex will also be adding east coast influence to the brand’s renowned west coast styling in order to appeal to a broader market.