Shaw launches flooring with HGTV Home

Home News Shaw launches flooring with HGTV Home

New York—Shaw celebrated the launch of its flooring line within the HGTV Home brand with the television giant and Sherwin Williams paints here on March 31. The mill has contributed hardwood, laminate, broadloom and area rugs to a collection that will grow to include furniture, lighting, paint and cabinetry.

“The launch is a labor of love,” said Kathy Young, director of marketing, Shaw Floors. Born from a relationship that began in 2008 with sponsorship of HGTV’s green home, Shaw has gained exposure to 98 million viewers who tune into HGTV three or more times a week. As a partner to the brand, in Shaw consumers will find:

  • A simplified shopping experience
  • Flooring facts and advice to educat consumers about the flooring styles they are considering
  • Take-home samples to confirm the desired flooring styles will coordinate with a home’s existing décor
  • Sleek displays that reflect the lifestyle of HGTV viewers
  • Eco-friendly options across all four categories
  • Made in the U.S.A.  guarantee on all flooring products.

“The biggest hope [with this collaboration] is that dealers rally around the ad pool with HGTV,” Young said. “This will reach all demographics and be where she is with exciting advertising.” She said while consumers only shop for flooring every five to seven years, connecting Shaw Floors to renovation will bring the mill to the top of mind when it comes time to replace flooring.  “It’s fresh, modern, hip and trusted.”

Overall, HGTV Home Flooring by Shaw includes 20 area rug, 28 carpet, 30 hardwood and 30 laminate styles. A selection distribution of dealers will carry the lines in stores.

To learn more, visit To see more images of the event, visit our Flickr page.

-Emily Hooper

Must Read

Retail Recovery Across America: Lewis Floor & Home In Part I of this episode of FCNews' Retail Recovery Across America series, FCNews publisher, Steven Feldman, sits down with Steven Lewis of Lewis...

NTCA names winners of Tom Ade Scholarship Awards

The National Tile Contractors Association (NTCA) recently announced its 2020 Tom Ade Scholarship Award winners for academic achievement. This year’s program featured one $5,000 Grand...

Taj Flooring names Sullivan director of marketing

Elgin, Ill.—TAJ Flooring, a leader in commercial-grade luxury vinyl flooring in the U.S., named Elizabeth Sullivan as director of marketing. In this position, Sullivan...

Invista’s Antron nylon takes home Starnet Design Award

Kennesaw, Ga.—Invista recognized the winners of the 22nd annual Starnet Design Awards that used carpets constructed of Antron nylon fiber in their installations. The following...

CM Services forges partnership with FCICA

Glen Ellyn, Ill.—CM Services has formed a partnership with the Floor Covering Installation Contractors Association (FCICA) to provide full-service association management services. Catherine Church, CM...

Stainmaster, Nebraska Furniture Mart team up on Home Studio experience

  Kennesaw, Ga.—Invista’s Stainmaster brand and Nebraska Furniture Mart have announced the launch of the Stainmaster Home Studio at NFM’s Kansas City location. Promising a...