Shaw expands HGTV, Tommy Bahama and Angela Adams programs for winter markets

Home Textiles Today Staff -- Home Textiles Today, 1/13/2011 11:22:22 AM

Dalton, Ga. -- Shaw Living's lineup for new rugs and collections for the upcoming winter markets kicking off this month include a new flooring label and program with HGTV, expansions to the Tommy Bahama collection and new designs added to Angela Adams' Modern Comfort grouping.

With HGTV, Shaw is launching an exclusive flooring line labeled "HGTV Home-Flooring by Shaw." The licensing partnership includes area rugs and carpet as well as hardwood and laminate flooring.

Additionally, the line will comprise green choices in each category including Shaw's Anso nylon and Epic hardwood.

"This program grew out of the positive long-term relationship Shaw and HGTV enjoy and strengthens the connection between two powerful brands," said Randy Merritt, president of Shaw. "A co-branded product line that incorporates the popularity and credibility of HGTV presents retailers a differentiated offering and consumers a very attractive buying choice. This is the most exciting launch our industry has seen in years, and it will be a real game changer for specialty retailers."

Shaw will introduce a full marketing program for retailers in support of the launch, including the new Dealer Toolkit, which includes a variety of marketing materials from local advertisings and cutting-edge interactive offerings. Shaw also will support the program through national advertising and public relations starting this summer.

Ron Feinbaum, svp and general manager of consumer products for HGTV, said: "Consumers trust HGTV to help them make informed decisions for the home. Marrying the HGTV know-how with the great HGTV Home flooring products produced by Shaw, we'll help consumers better navigate the flooring purchase process."

Shaw has been the exclusive flooring provider for the HGTV Green Home for the past three years and will again sponsor the home in 2011.

To its long-standing program with the Tommy Bahama brand, Shaw is unveiling four new designs "that will transform your home into a well-dressed oasis," the company said. These rugs are inspired by antique designs and the colors naturally found along the coast.

The four new rugs are: Island Lattice, a scroll design reminiscent of historic iron gates; Paradise Paisley, a grand scale and elaborately hand-colored pattern in blue, green, gold, brown, and beige with a touch of spice; Havana Bay, which Shaw said is "purely traditional" as it can live with rattan, grass cloth and plantation shutters or with formal English antiques; and Port Royal Medallion, portraying a balance of old world charm and modern design aesthetics.

All of these rugs are made of Shaw's EverTouch nylon.

The Angela Adams collection with Shaw is being expanded with new design additions to the Modern Comfort collection of organic modern design instituting an earthy palette meant to compliment contemporary and casual features.

These are: Honeycomb, a fresh interpretation of a honeycomb structure with a modern point-of-view; Atticus, which overlays organic squares and wavy lines; and Morgan, an exploration in both geometry and subtlety, with pattern forms are softened by tonal shifts and rounded edges.

The Modern Comfort line of area rugs is made in the USA with Shaw's EverTouch nylon.