Shaw Living Brand Debuts
Dalton, GA, Sept. 22--Shaw Rugs chose the 2003 New York Textiles Show as the opportune time and place to announce the company's expansion into the home furnishings marketplace.
At a press conference held this morning in New York, Jeff Meadows, vice president in charge of the Shaw Rugs division of Shaw Industries, unveiled the new Shaw Living brand identity and gave attendees a view of its new line of home furnishings products.
The announcement marks a new milestone in Shaw's history. By entering the home furnishings market, Shaw is making a push to become a major player in a much larger consumer arena. The new brand is a combination of Shaws Rugs and Georgia Tufters, which Shaw Rugs acquired earlier this year. The acquisition of Georgia Tufters added top-of-the-bed products, pillows, throws, accent rugs, bath and scatter rugs, as well as printed, woven and tufted rugs to Shaw's existing line of area rugs.
Shaw Living, which currently accounts for an estimated $160 million in annual sales, will be headed by Meadows. Tommy Caldwell and Jeff Brown, two of Georgia Tufters' former owners, will be involved in the new brand--Caldwell will be manager of national accounts while Brown will be director of research and development. The goal is to bring sales to $300 million by the end of 2005.
Meadows explained that with the addition of so many new products--and with more to come--it was important to create a separate home brand. The new brand will carry the tagline, "For Every Step of Life."
Meadows further outlined the five-part philosophy behind the brand: innovation, design, color, quality and service. "We have the talent and capabilities to provide a wealth of refreshing new choices for consumers in every walk of life and every stage of life. It's an invigorating time for Shaw and we hope many new customers will enjoy embarking on this new journey with us."
Related Topics:Shaw Industries Group, Inc.
