KENNESAW, GA.—In a move that will ripple through the industry, Invista has entered into an exclusive partnership with Lowe’s, making it the only major home center allowed to offer Stainmaster carpet in North America.
The multi-year agreement affects all 1,700 Lowe’s stores, which will soon offer an expanded selection of Stainmaster carpet. Approximately 1,976 Home Depot and 252 Menards stores in the United States will no longer be able to carry the brand.
The deal does not affect specialty flooring dealers or other smaller chains and buying groups. “Stainmaster carpet styles will continue to be offered by local Stainmaster Flooring Centers and aligned dealers in the U.S. and Canada,” said Steve Griffith, vice president of Invista’s residential flooring segment.
Calling the partnership a “win-win” situation, he explained, “Today’s consumers are seeking products and retailers that deliver exceptional value, as well as brands that they know, love and trust. Our high-quality products and trusted Stainmaster brand is a great fit with the Lowe’s commitment to its customers.”
For Lowe’s, the deal is important because in today’s economic climate, carpet remains an affordable flooring option, and with 89% aided brand awareness, Stainmaster is the brand most often recognized by consumers.
“When shopping for carpet, customers look for products that deliver durability, repellency and soil resistance features,” said Patti Price, Lowe’s senior vice president of merchandising. “When our customers choose Stainmaster carpet, they know the product will perform in their active household.”
Tony Morakis, Invista’s residential marketing director, told FCNews while the deal closes the door to manufacturers making Stainmaster carpet for the other two home centers, another door is opened by Lowe’s, which will be expanding the amount of Stainmaster products it carries.
Price confirmed by noting Lowe’s will feature a Stainmaster Carpet Gallery “to simplify the shopping experience and help consumers choose the right carpet.”
In addition, Lowe’s will be doing targeted advertising, merchandising and promotions featuring the Stainmaster brand.
For more information on the Invista/ Lowe’s alliance, call 877.446.8478.