By Matthew Spieler
(Editor’s note: This is the second in a series of articles highlighting the many products and programs Shaw Industries is rolling out in 2007. The first was on its corporate environmental program, Green Edge (FCNews, Dec. 11/18, 2006). This and future stories will focus on specific products, displays and programs.)

Hicksville, N.Y.—When Shaw Industries purchased full ownership of the Evergreen Nylon Recycling facility in Augusta, Ga., last year (FCNews, May 15/22), one of the main goals beyond creating a true cradle-to-cradle system for reusing the fiber and other components in nylon 6 carpeting was to offer residential consumers the opportunity to purchase environmentally friendly broadloom.

Less than one year later, its ambition has been realized. Shaw has announced the addition of green to the traditionally blue Anso nylon brand logo to reflect the post-consumer recycled carpet content and recyclability of Anso nylon carpet. The Anso nylon logo redesign project and commitment to environmental sustainability is titled Blue is Green.

“Shaw is dedicated to promoting environmental stewardship throughout the flooring industry,” said Mike Leary, director of Shaw External Fiber Sales & Marketing.

All 2007 Anso nylon products will carry the Shaw Green Edge identification. In addition, new Anso nylon products will carry N6 identification to educate consumers that products are not only recyclable, but the carpet contains post-consumer recycled carpet content.

Helping to kick off the Blue is Green campaign is an expansion to the company’s successful Visions collection called Inspired Spaces as well as updates to the current product lineup.

Inspired Spaces is a collection of level cut loop (LCL) patterns produced on new, state-of-the-art equipment which “gives us the ability to enhance patterns by creating almost a 3D look. In addition, we can introduce two colors in one visual,” said Emily Morrow, Shaw’s director of color, style and design.

The patterns in the collection were handpicked by some of the nation’s top interior designers during a special “Visions” retreat hosted by Shaw’s research and development team. Prior to the outing, Shaw solicited the designers’ talent by requesting concept boards with fabrics, textures, color pallets, photographs and other ideas. From this, over 500 samples based on the concepts were produced. Designers then reviewed and rated the samples and the top-seeded ones are now being introduced as Inspired Spaces.

Kathy Young, Shaw’s creative director, said the goal was to create styles that set them apart from other product offerings in today’s market with innovative patterns. “Inspired Spaces aims to capture the imagination of the aesthetic consumer while still being aligned with the goals of our national consumer ad campaign. The patterns are bold, captivating and fashionable. Inspired Spaces takes carpet to a new level.”

Besides their design, all Inspired Spaces products are made with Shaw’s SoftBac Platinum backing and treated with its R2X stain and soil repellent, and carry the mill’s highest warranty rating.

In addition to Inspired Spaces, the Visions collection is receiving a number of new products. Stunning Elegance I and II are rated 45- and 54-ounce carpets respectively, 5-star rated and made with Anso CrushResister with CrossBond technology. Expressions is a 46-ounce CrushResister product with Enhanced Body and a 4-star warranty. Finally, Tempting Desire and Gifted Appearance are both 5-star rated Anso Caress textured loops.

In 1997, Anso nylon’s Couture collection was launched with an emphasis on fashion and, 10 years later, Shaw is continuing the brand’s focus with new products and sales tools.

“Innovative additions and continuation of successful programs demonstrate our commitment to the brand,” said Scott Sandlin, Shaw’s vice president for residential marketing.

Four Caress LCLs are being added to the already successful Couture LCL lineup. All carry a 5-star rating and are constructed with SoftBac Platinum. “LCLs are the fastest growing segment of the carpet market,” Sandlin said, “and these new styles will not disappoint.”

In addition, Couture will see the addition of two solution-dyed products, Fresh and Fabulous and Legacy Landing. Fresh and Fabulous is a woven basket pattern, while Legacy Landing is a heavy-hand frieze in solids, jewels and tweeds. “It’s so soft and plush,” Young said, “consumers will want to sleep on the floor.”

A host of point-of-sales tools are available to support the Couture line, including a new one that allows dealers to customize their Anso nylon centric posters and banners with their store name. Other tools, said LaShon McGinnis, advertising manager for Shaw External Fiber Sales & Marketing, were designed to coordinate with dealer showrooms.

In addition, Shaw is continuing with the many dealer and salesperson programs that had made Anso famous, such as the 24-year-old Anso Advantage Account (AAA) co-op program and the 16-year-old Capture the Spirit salesperson incentive.

For more details on these and other programs as well as the new Anso products, contact your local Shaw rep or call the company at 706.271.2100.