Shaw repositions Tuftex brand and structure

Home News Shaw repositions Tuftex brand and structure

Dalton—Tuftex of California is excited to launch an enhanced brand program for 2011 that underscores its commitment to the style and shopping preferences of female consumers, which are responsible for the majority of carpet purchasing decisions. The brand re-positioning, which includes a revised logo, updated marketing materials and a new website, showcases how Tuftex’s unique brand personality stands out from other carpet collections based on the company’s West Coast influence.

Revised Logo

The revamped Tuftex logo pays homage to California by incorporating two key colors—the warm beige of a sandy beach and the deep blue of the Pacific Ocean—while a soft zigzag visual illustrates a wave washing up on shore.

Updated Marketing Materials

The Tuftex brand promise, “Your Color. Your Lifestyle. Your Carpet.” is found throughout Tuftex’s new marketing materials, reassuring customers that Tuftex will have the carpet that meets their design preference and lifestyle needs.

New Website

At the new Tuftex website, tuftexcarpets.com, consumers will be led through a series of personality-based questions that matches them to a Tuftex carpet that fits their lifestyle. An online dealer locator makes it easy for consumers to find the retail store closest to their location.

According to Shaw’s executive vice president of sales and marketing, John Godwin, the realigning of the brand presented a perfect time to restructure the organization for success. Bob Burton will now serve as the divisional vice president of Tuftex product management and marketing. Today, the Tuftex Marketing Team includes Bob Burton, vice president of product management and marketing; Greg Payne, director of corporate accounts & mass channels; Janet Compton, director of marketing; Stefan Hoher, director of marketing technology, and Tanner Fanello, Tuftex brand manager.

According to Godwin, Tuftex will continue to have a dedicated sales and field management structure. “Moving forward, all Tuftex sales representatives will stay dedicated to the Tuftex channel but work within Shaw’s existing residential structure. This change will add value by leveraging current relationships in the marketplace to increase brand presence within defined targeted customers groups.”

To learn more about Tuftex, visit tuftexcarpets.com.

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