DALTON—One of the most enduring brands of carpet is Anything Goes! Dating back more than 30 years, the line has withstood the test of time as a dependable, durable brand consumers can trust. In order to keep the brand relevant, Shaw Industries realizes that products bearing the moniker must feature up-to-date styling as well as meet the growing list of demands by consumers.
One of those is being environmentally friendly, and Duane Goetze, director of marketing for ShawMark, the division that oversees the brand, said the mill has met that need with the launch of the Anything Goes! Green line, an extension of the original collection, now known as Anything Goes! Elite.
“Eight out of 10 consumers are interested in eco-friendly products,” he said, “and with all the emphasis on the environment it is becoming more and more important for a product to have a green story. The best part of the Anything Goes! Green line is that not only are the products made with recycled fibers, they can be recycled over and over again in a cradle-to-cradle process.”
Available either late this month or early April, Goetze said the Anything Goes! Green line will feature the same performance and styling attributes that have made the collection an industry mainstay. Products in the green collection are made from Shaw’s recyclable Anso CrushResister nylon, while the Elite side will continue to be made with Invista’s Stainmaster Tactesse. The initial green collection consists of 13 products in 242 colors.
“Both are being positioned as the best products,” he added, “and come with a 10-year no mat, no crush, transferable warranty that is not pro-rated— including areas such as hallways. That’s one of the major features of Anything Goes!—there are no loop holes or gray areas; if it fails we’ll take care of it.”
Though Elite and Green are both under the Anything Goes! brand and carry the same performance warranties, they are being marketed as two programs with their own merchandising units, with the original display being used for the Elite line.
Initial reaction to the new green line has been “overwhelming,” Goetze said. “We previewed it with distributors at the NAFCD meeting and got a 100% buy in with everyone saying it was a ‘no brainer.’”
For more information about Anything Goes! Green, contact ShawMark at 706.275.3454.
One of those is being environmentally friendly, and Duane Goetze, director of marketing for ShawMark, the division that oversees the brand, said the mill has met that need with the launch of the Anything Goes! Green line, an extension of the original collection, now known as Anything Goes! Elite.
“Eight out of 10 consumers are interested in eco-friendly products,” he said, “and with all the emphasis on the environment it is becoming more and more important for a product to have a green story. The best part of the Anything Goes! Green line is that not only are the products made with recycled fibers, they can be recycled over and over again in a cradle-to-cradle process.”
Available either late this month or early April, Goetze said the Anything Goes! Green line will feature the same performance and styling attributes that have made the collection an industry mainstay. Products in the green collection are made from Shaw’s recyclable Anso CrushResister nylon, while the Elite side will continue to be made with Invista’s Stainmaster Tactesse. The initial green collection consists of 13 products in 242 colors.
“Both are being positioned as the best products,” he added, “and come with a 10-year no mat, no crush, transferable warranty that is not pro-rated— including areas such as hallways. That’s one of the major features of Anything Goes!—there are no loop holes or gray areas; if it fails we’ll take care of it.”
Though Elite and Green are both under the Anything Goes! brand and carry the same performance warranties, they are being marketed as two programs with their own merchandising units, with the original display being used for the Elite line.
Initial reaction to the new green line has been “overwhelming,” Goetze said. “We previewed it with distributors at the NAFCD meeting and got a 100% buy in with everyone saying it was a ‘no brainer.’”
For more information about Anything Goes! Green, contact ShawMark at 706.275.3454.
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