Dalton—Shaw will be reorganizing its brand, Tuftex of California. According to John Godwin, executive vice president of sales and marketing, the initiative spawned from the retirement of Tuftex sales’ vice president, Jim McIntosh. Henceforth, Bob Burton will serve as divisional vice president of Tuftex product management and marketing to promote the brand as Shaw’s premier retail offering.
“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,” Godwin said. Based on west coast style and color palettes, the line offers differentiated products to the mid-to-high end market segment.
Further changes in the Tuftex marketing team include:
- Greg Payne, director of corporate accounts and mass channels,
- Janet Compton, director of marketing,
- Stefan Hoher, director of marketing technology
- Tanner Fanello, Tuftex brand manager.
Although faces changed, Tuftex will continue providing its dedicated sales and field management structure, Godwin said. “Moving forward, all Tuftex sales representatives will stay dedicated to the Tuftex channel, but work within Shaw’s existing residential structure.” He added this will add value by leveraging current relationships in the marketplace to increase brand presence within targeted customer groups.
Tuftex will also incorporate east coast visuals to appeal to a broader market.