Shaw Floors launches new high performance carpet collection

Home News Shaw Floors launches new high performance carpet collection

Dalton, Ga.—Shaw Floors has released its latest, patent-pending soft surface innovation: Bellera. This high-performance carpet collection’s debut marks the end of the age-old consumer choice between purchasing a carpet that is beautiful or one that is durable. According to Shaw Floors, Bellera combines exceptional durability and lasting beauty—exactly what the consumer is asking for.

“Consumers have high expectations for how their carpet should perform, and we have engineered Bellera to exceed them, providing a worry-free carpet experience like never before,” said Tim Baucom, executive vice president of Shaw’s residential division.

Bellera was designed with four key attributes to ensure that when it is placed in an active household, it will look as good after five years of wear as it did on day one. Its high-performance fiber features crush resistance while retaining its softness; it also has a blue LifeGuard spill-proof backing, offering the same great performance, now with a more distinctive color, so consumers know at a glance that their carpet is “Backed by Blue;” R2X soil and stain resistance keeps spills and messes on the surface of the carpet longer for easier cleanup; and a no surprises, worry-free warranty gives consumers peace of mind with a straightforward, transparent warranty.

“It’s unheard of to say you won’t have to worry about spills or pet accidents on carpet, but we’ve made that possible for consumers with Bellera high performance carpet, backed by our industry-leading LifeGuard spill-proof backing,” Baucom said.“Because LifeGuard, the most innovative and advanced backing system in the industry to date, protects the pad and subfloor from unreachable spill damage and pet accidents, Shaw Floors can confidently offer consumers unprecedented peace of mind that their Bellera carpet is the cleanest carpet for healthy living.”

With 13 new styles, totaling over 205 unique product offerings in solid textures, tonals, tweeds, loops and patterns, Bellera offers on-trend colors and patterns geared toward a variety of tastes and interiors. “Bellera high performance carpet’s visual aesthetics and color options were born from trend-tracking, consumer testing and countless hours of research,” said Pam Rainey, ASID, IIDA, vice president product design. “The wide variety of patterns, textures and colors is truly beautiful and ensures Bellera can fit seamlessly into any modern to transitional home’s design scheme.”

For more information, contact a Shaw Floors sales representative or visit


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