Diversified Flooring spreads Shaw’s green message

Home News Diversified Flooring spreads Shaw's green message

Dalton—Diversified Flooring of Raleigh and Charlotte, N.C., a recently certified Evergreen dealer, has a new, environmentally focused marketing approach, based on the Shaw Industries recycling program. Considerable interest from customers in eco-friendly carpet spawned the search for a truly green supplier, according to store owner Brent Rice.

“At the conclusion of our product research, we chose Shaw’s type 6 nylon,” he explained. “We felt Shaw’s commitment to keeping carpet out of landfills could enhance our marketing story. Today, we send four to eight 52-foot tractor trailers per month to Shaw’s carpet collection partner in Morrisville, N.C., which transports old carpet to Shaw’s Evergreen nylon recycling facility. Recycling has cut my dumpster fees in half and allowed our business to tell a great story…”

The environmental commitment story is told via the Green Machine, a van replete with a canopy, table and chairs. Potential customers receive information and demonstrations about the type 6 cradle to cradle story, durability of nylon and Shaw’s proprietary stain resistant treatment, R2X.

For customers who have already bought type 6 nylon, the van serves as the location for awarding those buyers an “Eco Partner” engraving. Furthermore, press releases were sent to all local media outlets and blind advertisements ask North Carolina cities, “Have you been greened?”

“We hope Diversified Flooring is a model for other flooring retailers,” said David Wilkerson, Shaw’s corporate director of sustainability. “Shaw’s recycling story can both enhance our customers’ marketing messages as well as contribute to their bottom lines by significantly reducing dumpster fees.”

For more about Shaw’s recycling program, call the mill at 800.441.7429.

For more on Diversified Flooring’s marketing strategy, call 919.785.1936.

Must Read

Torlys to launch XP at TISE 2020

Toronto, Ontario—Torlys will unveil its newest product innovations for 2020—including the revolutionary Exceptional Performance (XP) flooring—at Surfaces, North America’s largest flooring event held Jan....

Unilin, CFL enters patent representation agreement

  Through an agreement with CFL, Unilin Division Technologies has obtained sublicensing rights on 12 patent families owned by CFL which relate to magnesium oxide...

Armstrong Flooring donates to support response, recovery from Australian bushfires

Lancaster, Pa.—Armstrong Flooring is donating $20,000 Australian dollars to the Australian Red Cross to support its efforts to help the many people affected by...

WFCA selects additional board members

Dalton—World Floor Covering Association (WFCA) has appointed David Garden and Typhannie Watson as the newest members to its board of directors. Garden and Watson...

Beauflor USA launches Metro+

White, Ga.—Beauflor USA’s first product introduction of 2020 is Metro+. This crafted sheet vinyl collection is a “refresh” of the company’s current “Metro” collection...

My take: What I’m thinking about now

January 20/27, 2020: Volume 35, Issue 15 By Steven Feldman   So here we are at Surfaces, the unofficial start to 2020. There will be a lot...