Anderson Floors Consolidating Brands

Anderson, SC, Dec. 13, 2011 -- Anderson Hardwood Floors, a subsidiary of Shaw Industries, said it will consolidate the company’s four brands down to two.

The Appalachian and Biltmore brands will be discontinued, while the firm will focus on the Anderson and Virginia Vintage brands, emphasizing that Anderson products have been made in America since 1946. The message will be different in Canada.

“Our goal is to create more energy throughout the channel by making our message simple and easy to understand and continuing to build on the product innovations and aesthetics that Anderson is known for," said Scott Sandlin, vice president of business development for Shaw.

"Not only are we moving to two brands but we’re also lowering our cost structure.”

The brand restructuring will include using only the top performing products from all four labels. Anderson will also retrofit displays, lower prices and implement new marketing programs, Sandlin said. About 100 SKUs have been dropped, while about 200 remain.

"We are repositioning our strategy from niche brands to having two well known go-to brands," Sandlin said. "This new structure will provide simplification and focus in the field."

Anderson has also rolled out its Preferred Partner program for retailers.

The changes won't result in the closing of any plants, the company said.

The new products and retrofitted displays are set to be in January.

Print the Article