Stain protection update
February 13/20, 2017: Volume 31, Number 18
By Ken Ryan
What drives carpet purchases? If ongoing research is to be believed, it’s all about stain and soil protection. So if you want customers to spend more money, the carpet products retailers offer should incorporate such treatments.
Stainmaster PetProtect from Invista was a big hit in large part because it addressed a huge consumer need, executives say.
The American Pet Products Association (APPA) estimates 70 million to 80 million dogs and 74 million to 96 million cats are owned in the U.S. Approximately 37%-47% of all households have a dog, while 30%-37% have a cat.
“Our consumer research shows pets actually influence flooring purchasing behaviors even more than children in the home,” said Brad Christensen, vice president of soft surface category for Shaw Floors.
Soil and stain protection play a pivotal role in the growing trend of healthier floors and homes. Extensive research has been done on consumer preferences toward healthy homes and how pets are incorporated into the family environment. “Consumers are looking for products that can do more for them, passively keeping their homes cleaner, healthier and looking great,” said Susan Curtis, senior vice president, product development for Phenix.
Following is a look at some recent introductions featuring stain and pet protection carpets.
Engineered Floors
The company’s Lifetime Pet Warranty promises “complete relief for you and your pet,” according to Will Young, residential brand manager. “That means we will stand behind our carpet when it comes to dog and cat accidents in the home for the life of the product.” The warranty is available on most DreamWeaver styles, particularly those on its new Your Retreat 65-color wall display, which was introduced at Surfaces last month.
Lexmark
All of Lexmark’s 2017 introductions feature 100% solution-dyed PET fiber that is inherently very stain resistant. What’s more, Lexmark added Scotchgard Protector by 3M to provide greater stain and soil protection. This one-step application process treats the entire carpet fiber. As a result, spills stay on top of the surface and dirt does not adhere to the floor.
Mohawk
SmartStrand Forever Clean, installed in more than 7 million homes and heralded for its durability, stain resistance and comfort, has become an even smarter choice for active families with pets. Mohawk enhanced this popular carpet with All Pet Protection, a warranty and protection system that covers all pets, all accidents, all the time. SmartStrand Forever Clean comes with Nanoloc, an advanced nanotechnology that encapsulates the SmartStrand fiber to create a spill and soil barrier.
Phenix
Phenix’s major 2017 introductions address consumer needs related to pet protection and healthier homes. Cleaner Home, which comprises 10 new carpets with antimicrobial protection, was developed in an exclusive partnership with Microban, a leading producer of antimicrobial additives. As well, Cleaner Home was developed using a highly engineered PET polyester yarn called Opulence HD and includes SureFresh, an odor capture technology to provide a smarter soft surface flooring option.
Scotchgard by 3M
When applied during the manufacturing process, Scotchgard by 3M-branded products provide a protective treatment by surrounding each individual carpet fiber with an invisible shield, making the carpet resistant to water- and oil-based stains as well as soiling from everyday use.
Shaw
Shaw Floors continues investing in carpets made with its exclusive LifeGuard waterproof backing system, which provides an optimal carpet for pet owners. “Thanks to this industry-exclusive system, pet accidents stay on the surface longer for easier clean up,” Christensen said. “And for those accidents not discovered immediately, consumers now have the peace of mind knowing that pet urine and other liquids will never soak through the backing, into the cushion and onto the subfloor.” New for 2017, the LifeGuard waterproof backing system was added to Shaw’s popular Anso Color Wall in a product called Titanium, which offers 150 new SKUs.
Stainmaster PetProtect
Invista’s Stainmaster PetProtect carpet and cushion system provides a breathable moisture barrier that helps prevent accidents from penetrating the padding and subfloor, which enables more thorough cleaning. As well, PetProtect also reduces the attraction between pet hair and carpet, allowing consumers to easily remove the hair with normal vacuuming.
Stanton
Stanton announced a new partnership with 3M Scotchgard with the introduction of 15 products treated with Scotchgard Protector by 3M. The carpet introductions are made of nylon type 6 and type 6,6. Each of the new Stanton styles is treated with Scotchgard Protector 3M and is covered under a 10-year stain and soil protection warranty.