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Anderson Tuftex continues forward momentum

January 21/28, 2019: Volume 34, Issue 17

By Lindsay Baillie

 

It was one year ago that Anderson Tuftex made its Surfaces debut as a combined brand, showcasing hardwood and carpet products in an elaborately decorated, two-story booth. Throughout 2018 the brand has had the opportunity to show flooring dealers exactly what Anderson Tuftex is about and truly home in on what the brand’s consumer really looks like.

“Being at Surfaces in 2018 was a big moment of success,” said Katie Ford, director of brand strategy, Anderson Tuftex. “We had a lot of big wind there and FCNewsrecognized us for a few different achievements. I think just bringing these two great brands together and letting everyone see our whole message (‘Designed with Intention, Crafted with Care’) was a big win for us that started the year off right.”

Another win for the brand was the number of retailers who signed on as partners during the show. “They really just embraced the newness of the brand and the way we wanted to show up in store; we were really surprised by it and happy to see we had more partners than anticipated,” said Carrie Edwards Isaac, vice president of residential marketing, Shaw Industries. “We had more retailers take on our feature display for wood, and as a result many added or even updated their signature merchandising unit for carpet.”

For dealers such as David Chambers, director of flooring of Nebraska Furniture Mart, the combination of Anderson and Tuftex into one brand was a logical move. “Other manufacturers have tried blending a couple of different brand names and making them into one. I thought this made a little bit more sense for Anderson Tuftex. They both have more of a premium value for the consumer, and they do a really good job tying those two pieces together.”

One of the features about Anderson Tuftex that really stands out to Chambers is its service. “They’ve done a great job servicing the dealers that have partnered with them. We’ve seen a nice increase with the brand. I think part of that are their efforts in driving that new brand forward.”

Other dealers, including Anthony Yates, vice president of sales, Yates Flooring Center in Lubbock, Texas, agree. “Two categories of flooring that we are selling less volume of is carpet and wood. But within both of those categories we are selling higher quality and higher end. Anderson Tuftex provides that now in both categories.”

Yates said he sees the combination of the brands as the creation of a single stop for total-home, higher-end products. “Our sales associates see the transition from just being a segment of flooring to a whole-home design selection area,” he added. “If the brand continues on its modern trend toward our millennials in designs and product types, it will continue to grow.”

Fast track to market
Throughout 2018 and into 2019, Anderson Tuftex has been working on executing in store and drawing consumers in to experience the brand alongside its retailer partners. One piece to this puzzle has been increasing the brand’s speed to market.

Anderson Tuftex admits that getting its mostly hand-crafted wood and meticulously designed soft surfaces in store required a bit of a learning curve early on in 2018. “The speed to market in terms of getting everything in store took a little longer than we hoped for,” Edwards Isaac explained. “We learned a lot from that and have made pretty significant changes to our processes so we can be at Surfaces, Domotex USA and our Shaw Flooring Network convention, and still be ready to roll and market much faster.”

The brand is also refining its messaging and photography to enhance the in-store experience and target a wider consumer audience. “We had initially started really focused on one type of consumer persona called the ‘Pursuer,’” Ford explained. “We added another called the ‘Achiever’ into the mix this year who is still very confident in his approach to shopping for flooring, but he’s male and a little bit more about performance and function.”

To develop this new persona type, Anderson Tuftex conducted extensive research. “We looked at everyone who was buying floor covering in the market and what their motivations were and why they were coming in store,” Ford explained. “We definitely feel we’ve captured the right consumers for this brand.”

New initiatives in 2019 are also geared toward enhancing consumer and retailer in-store experiences with the brand. Some of Anderson Tuftex’s brand new initiatives include a revamped merchandising display, innovative products, updated brand and marketing strategies as well as unique social media and advertising plans—to name a few.

As part of Anderson Tuftex’s continued effort to connect its hardwood and carpet in the marketplace, the brand will be combining its product and marketing strategies. “We’re going to market under the lens of ‘Art of Play,’ and that will really reach both our consumers and our retailers,” Edwards Isaac said. “What better way to enjoy your home and/or help someone with his or her home than to really talk about what’s driving the project and what’s driving the consumer’s need for new flooring?”

In addition to being more intentional with its soft and hard connections, the brand is looking to turn heads with its latest introductions. “Our product lineup is probably the most well edited and, to some degree, unique in the marketplace,” Edwards Isaac explained. “It will range from a PetProtect product line all the way up to really beautiful, ColorPoint carpet. You’ll also see the thickest and most unique hardwood we have ever launched.”

On the soft surface side, Anderson Tuftex is launching six new products in the middle range as well as new flooring in its PetProtect line. To house these new products, the company is also introducing Studio, a new 34-pin display that boasts simplicity and ease of use.

“When we were doing an evaluation of our lineup of carpet products last year, we realized we had a pretty significant gap in the $13 to $23 [wholesale] price range,” Ford explained. “They needed a home so we’ve created this great fixture called Studio, which is very simple and easy to use. It will be at all the shows this season.”

Tying the new products and marketing together is Anderson Tuftex’s updated advertising strategy. As Edwards Isaac explained: “We’re really excited about our social media and traditional advertising plan for 2019 and look forward to partnering with our retailers who are already doing some advertising of their own and providing them with additional assets.”

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Anderson Tuftex unleashes new collections in 2019

Dalton—After completing a successful first year as a brand, Anderson Tuftex is excited to bring new products to its customers and consumers. For 2019, the brand will showcase five collections: Classics, Reverie, Artistry, Wonderment and Unleashed.

Each collection is curated to create different design aesthetics and offer consumers glimpses into how they might mix and match different hardwoods and carpets in their home to reflect their own personal style.

“We are big on making sure we have the right options, not necessarily all the options,” said Katie Ford, AT’s director of brand strategy.

The brand is most excited about the Unleashed collection. Unleashed features carpets made with Stainmaster PetProtect fibers with built-in stain protection and pet hair resistance to make clean up a cinch. They’re also color safe and fade resistant so the consumer’s home still feels like home at the end of the day.

These pet-friendly carpets have been curated with two new hardwood additions: Kensington and Buckingham. Crafted from white oak harvested in the Appalachian Mountains and manufactured in South Carolina, Kensington and Buckingham are premium sawn face white oak floors designed to timelessly add refinement to any home.

“We recognized that we were missing from the pet-loving world, and there’s a great opportunity to put our stamp on that industry,” said Carrie Edwards Isaac, vice president of marketing and consumer strategy at Shaw Industries. “It’s about not having to sacrifice great design, quality and beauty for something that is pet-oriented and high performing.”

Anderson Tuftex will be featured at Shaw 2019 winter markets and will participate at Surfaces in Las Vegas again along with the inaugural Domotex USA event in Atlanta.

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Anderson Tuftex, Shaw Floors, Stainmaster host Design Symposium

Dalton, Ga.—Anderson Tuftex, in partnership with Shaw Floors and Stainmaster, recently hosted the Design Symposium Sept. 19-21 in Ranchos Palos Verdes, Calif. The Design Symposium was an invitation-only event created to foster learning, provide solutions and initiate discussion among leaders in the ever-changing new home construction business.

This year, the Design Symposium was hosted at the Terranea Resort. Attendees enjoyed breathtaking views of the Pacific Ocean while learning about the latest fiber and design trends. They were also shown the brands’ new flooring products, slated to launch soon.

“Shaw, Anderson Tuftex and Stainmaster are more than trade partners,” said Christine Slaughter, director of design and marketing - West. “We have a true and genuine interest in the growth, development and success of our customers professionally and personally.”

Headlining the symposium was keynote speaker Michael Landers, president of Culture Crossing, a global consulting company dedicated to finding innovative solutions for groups and individuals working in the multicultural marketplace. He discussed content from his best-selling book, Culture Crossing, which offers key strategies for working, living and thriving in today’s increasingly multicultural marketplace.

“We had a great group of attendees from all over the country,” said Katie Ford, director of brand strategy, Anderson Tuftex. “It was great to see them network with their peers, leave inspired and excited to communicate about upcoming homebuilding and interior trends to their clients.”

Other presenters included: Christine Slaughter, director of design and marketing – West, Shaw Floors; Trish Addington, director of design and marketing – Midwest, Shaw Floors; Brian Fawks, divisional vice president, builder - West; Carrie Edwards Isaac, vice president of marketing; Pam Rainey, vice president of product design, Shaw Floors; Brad Christensen, vice president of marketing and business strategy, Shaw Floors; Kirk Wessells, regional vice president builder - West, Anderson Tuftex; Martha Wakelin, product design and development director, Stainmaster. Jeff Honkonen, sales director, also attended the event representing Stainmaster.

 

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Anderson Tuftex, COREtec brands to exhibit at Domotex USA

Chicago—Shaw Industries Group will exhibit its Anderson Tuftex and COREtec brands at the inaugural Domotex USA trade show, Feb. 28 to March 2, 2019 at the Georgia World Congress Center in Atlanta. Anderson Tuftex is Shaw’s premier line of residential hardwood flooring and carpet products. Acquired by Shaw in 2016, USFloors is the innovator of multi-layer flooring, best known as WPC and SPC flooring marketed under the COREtec brand.

“Shaw fully supports the new Domotex USA trade show,” said Tim Baucom, executive vice president of residential business at Shaw Industries. “I’m personally excited to see Domotex USA drive enthusiasm for residential flooring in North America. Shaw will be a key player at this event, and we expect to connect with new residential flooring advocates when we showcase our leading position in this space.”

The Anderson Tuftex and COREtec exhibits will be positioned alongside each other to enable attendees to easily preview all Shaw product offerings on display at Domotex USA.

USFloors has participated at Domotex in Hannover and Domotex asia/ChinaFloor for several years. “Domotex is a first class, global floor coverings exhibition,” said Piet Dossche, president of USFloors and executive vice president of hard surface for Shaw. “We believe the show’s organizers will create a similar, high-quality flooring innovations event in the U.S. and plan to utilize Domotex USA as a major platform to launch our new COREtec innovations to the North American marketplace.”

Both Anderson Tuftex and USFloors are members of the Domotex USA advisory board.

“The confidence that Anderson Tuftex, USFloors and Shaw Industries have placed in Domotex USA by becoming our largest exhibitor is humbling and confirms our commitment to build the best event for the American flooring industry,” said Raymond L. Bianchi, vice president of events and business development at Hannover Fairs USA, Domotex USA’s organizer and manager. “Shaw is a leader in the industry, and we hope to grow together to make Domotex USA the premier marketplace for floor coverings in North America.”

 

 

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Anderson Carpet One Floor & Home assists with smart home project

Rehoboth Beach, Del.—Anderson Carpet One Floor & Home joined forces with Building for America’s Bravest to build a new smart home in Marydel, Md., for USMC Corporal Clark Cavalier. On Jan. 30, officials from the Stephen Siller Tunnel to Towers’ Building for America’s Bravest program, along with Ashley Anderson Wilson, the third-generation owner of Anderson Carpet One Floor & Home, welcomed Corporal Cavalier to his newly donated smart home.

Anderson Carpet One Floor & Home—owned by the Anderson family for over four decades—provided flooring throughout the home as well as installation services. Special features throughout the smart home make it possible for Corporal Cavalier to live in comfort and style.

Wilson, who worked in Homeland Security prior to joining the family business, said she jumped at the opportunity to assist the young American hero in his homecoming. “To give back to Clark in this way for all he has done meant the world to me, my team and our local partners,” she added. “We wish Clark all the best and hope this brings him a lifetime of happiness.”

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Anderson Tuftex turns heads in Surfaces debut

February 5/12, 2018: Volume 33, Issue 17

By Ken Ryan and Reginald Tucker

 

Putting the brands together just makes sense because this is how people live in their homes. That’s how Katie Ford, director of brand strategy, describes the thought process behind the combination of the Anderson and Tuftex brands to form one company.

Rest assured, this is not just a merger of brands for simplicity’s sake. “We have reconceptualized both brands, updated the merchandising along with a new website so everything is fresh,” Ford said. “It’s on trend with everything our consumer is looking for. She’s not thinking about hardwood or carpet; she’s thinking in terms of how the overall room is going to come together.”

Retailers got a firsthand look at the combined Anderson Tuftex at Surfaces.

Wood
According to Ford, Anderson’s hardwood offering had somewhat “fallen off over the years and started looking like everything else.” So when the company decided to put the two brands together, she said the goal was to make sure it came out with some bona fide show stoppers. The first is called Fired Artistry, a new design available in four colors. Ford explained the origin of the name: “It’s based on an ancient Japanese wood preservation technique call yakisugi. We paint it black, put the stain on top and then hand sand off an area so you can see the black peeking through the product. It has great board definition as well as a matte, low-luster finish. It’s definitely trending in hardwood.”

Another head turner is Triology, which comprises oak, maple and hickory in one board. By using this combination, Ford said, customers get different patterns due to the grain variation. “When we do the painted technique on top of it, you can see how the different species take the color differently. Everybody wants distressed, time-worn and lived in, and you’re really seeing that look on this product.”

Anderson Tuftex also sees an opportunity to promote more traditional products inspired by old ¾-inch favorites in the line (Bernina hickory and maple). As Ford describes it: “It really goes back to that antique, old-school visual. With its thin strips, it almost looks like an antique floor in an old warehouse. Because it’s not your wide-plank board, it has a timeless feel to it.”

Then there’s Old World, a long/wide board product that Ford calls the “star of the show.” Available in an 8-inch-wide format in lengths up to 72 inches, the line is a fixed-link 6 x 24 herringbone that can be installed in various patterns, including a basket weave. For good measure, the line features a naturally oxidized aging process (NOA) for effect. “It already has great bones; we just added this oxidation process to speed up the aging process to get a look that would naturally occur over time.”

Carpet
Anderson Tuftex showed three lines for 2018, including Tavares and Tanzania, each noted for their patterned cut-pile constructions in Stainmaster Luxurell nylon fiber with SoftBac backing.

This premium brand is not afraid to be bold and edgy. At its booth, Anderson Tuftex installed a distressed concrete visual more commonly seen in hard surfaces. The ability to use advanced technology to create such a look in carpet can also complement the brand’s wood products. Another Anderson Tuftex SKU showcased a 3-D raised medallion. “Our carpet styling is on point,” Ford said.

Anderson Tuftex will be introducing carpet styles in nine design themes in 2018. Products will begin shipping in March.

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Shaw merges Anderson, Tuftex brands into one

November 20/27, 2017: Volume 32, Issue 12

Combined entity to make debut at Surfaces

By Reginald Tucker

 

Screen Shot 2017-11-27 at 10.09.36 AMDalton–What has been rumored for months is now confirmed. Shaw Floors, parent company of the venerable Anderson Hardwood and Tuftex brands, has announced plans to merge the two with the combined entity to be called Anderson Tuftex. The change is effective Jan. 1, 2018.

For Shaw, the deal made sense because both brands have a long heritage in the flooring industry and are a natural fit. According to Carrie Edwards Isaac, vice president, Anderson Tuftex, the brand will take a holistic and consumer-centric approach to marketing and product development. This, she said, is based on the fact today’s consumer demands a simplified shopping experience both in-store and online.

“The entire consumer journey is changing and has been for quite some time,” Edwards Isaac said. “Consumers are finding inspiration everywhere and are more directly connected with brands than ever before. But purchasing flooring is complicated and consumers feel pressured to get it right. At Anderson Tuftex, it’s about simplicity. We don’t want to overwhelm consumers with options but, rather craft intentional designs that serve as a canvas for their lives.”

Anderson Tuftex will be showcased at Shaw Connect 2018 winter markets and will unveil the new premium brand at Surfaces in Las Vegas. The future of these two legacy brands will focus on their new, collective brand identity by working with their valued retail partners to drive premium floor covering sales.

“We’re committed to elevating the discussion with our customers and providing them with a beautiful product mix that they’re eager to sell,” said Trey Thames, vice president of sales, Anderson Tuftex. “By offering bold, yet timeless patterns and foundational colors in both hard and soft surface flooring products, we’re empowering our customers to create a seamless shopping experience for consumers.”

Retailers buy in
For many Shaw retailers the announcement doesn’t come as a surprise, although it is welcomed news.

Screen Shot 2017-11-27 at 10.09.48 AMTodd Wheeler, owner of Wheeler’s Flooring in Salinas, Calif., said that while he initially questioned the merging of an East Coast line (Anderson) with a West Coast mill (Tuftex), he believes the pairing ultimately makes sense. “It goes hand in hand with the trends in the industry of carpet losing share and—in the last few years—the growth of hard surfaces. Tuftex has a good rug program; Anderson is a good hardwood brand. To have the brands merge and complement each other I believe will be a good marriage.”

As a result of the merger, Wheeler said his Tuftex rep will now also have the Anderson line, which makes sense instead of having two people. He also believes Shaw “needed to do something” with Tuftex and not let it fall away and be gobbled up like other mills. “Shaw really is trying to hold onto that brand, which is smart because Tuftex makes great carpet.”

In his Salinas showroom, hard surface products are generally positioned on one side of the floor, across from soft surfaces. However, when the Anderson Tuftex displays come in, Wheeler will likely pair them together in one common area, which he believes will stimulate sales. “As a Kool-Aid drinking Shaw customer who has had a great relationship with Shaw over the years, I am excited about this branding.”

Dean Howell, owner of two Moda Floors & Interior stores in Atlanta, got his first glimpse of the Anderson Tuftex pairing at the Shaw Flooring Network winter market earlier this year (FCNews, Jan. 30. Feb. 6.) Like Wheeler, he believes in the combined marketing strategy. “Shaw’s plans to re-energize the Anderson brand is exciting. They’re trying to elevate the image of Anderson the way they are doing with the Tuftex line.”

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Anderson Hardwood, Tuftex Carpets unite to create Anderson Tuftex

Anderson Tuftex_StrollDalton–The strategic merger of Anderson Hardwood Floors and Tuftex Carpets of California will take effect Jan. 1, 2018, the company announced. Both of these brands have a long heritage in the flooring industry and are a natural fit to bring together into one premium brand: Anderson Tuftex.

Anderson Tuftex creates floors that are designed with intention and crafted with care. The brand will take a holistic and consumer-centric approach to marketing and product development. Today’s consumer demands a simplified shopping experience both in-store and online and Anderson Tuftex said that is listening to the expectations of consumers.

“The entire consumer journey is changing and has been for quite some time. Consumers are finding inspiration everywhere and are more directly connected with brands than ever before,” said Carrie Edwards Isaac, vice president, Anderson Tuftex.  “But purchasing flooring is complicated and consumers feel pressured to get it right. At Anderson Tuftex, it’s about simplicity. We don’t want to overwhelm consumers with options but, rather, craft intentional designs that serve as a canvas for their lives.”
Anderson Tuftex will be showcased at Shaw Connect 2018 winter markets and will unveil the new premium brand at Surfaces in Las Vegas. The future of these two legacy brands will focus on their new, collective brand identity by working with their valued retail partners to drive premium floorcovering sales.

“We’re committed to elevating the discussion with our customers and providing them with a beautiful product mix that they’re eager to sell,” said Trey Thames, vice president of sales, Anderson Tuftex. “By offering bold, yet timeless patterns and foundational colors in both hard and soft surface flooring products, we’re empowering our customers to create a seamless shopping experience for consumers.”

Anderson Tuftex is designing and producing coveted hardwood, carpet and rugs that enable retailers to take consumers from refined to rustic, with handcrafted products that offer a cultivated charm. There are many exciting things on the horizon for Anderson Tuftex, with several new styles making their debut in 2018.

“I am excited about the momentum around this new premium floorcovering brand and our ability to inspire discerning consumers by creating a meaningful experience,” said Tim Baucom, executive vice president, residential business. “The timing is perfect with the increased sophistication of today’s consumer and her desire for a brand like Anderson Tuftex that offers transparency and authenticity.”

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Shaw to directly supply Anderson

Anderson-Hardwood-LogoDalton–Shaw Floors announced plans to directly supply Anderson Hardwood products to its retail and builder customers. From now until May 31, 2016, flooring dealers may purchase Anderson Hardwood products through their current distributor or, if they prefer, through their Shaw hardwood hard surface sales representative. Beginning June 1, 2016, Shaw Floors will be the sole distributor of Anderson Hardwood products.

“Anderson has been a trusted brand in hardwood flooring since 1946,” said Jeff Sills, executive vice president, hard surface sales. “We are prepared to service our customers with ample inventory and high quality support. We wish to thank our Anderson distributors for their many years of representing the Anderson Hardwood product line.”

Shaw’s hard surface sales reps will be contacting retailers affected by this change. If help is needed, contact Shaw’s hard surface customer service at 1-800-742-9872.