ATLANTA–Shaw Industries and HGTV have expanded their partnership with the debut of the HGTV Home-Flooring by Shaw collection here at the Atlanta International Area Rug Market. The licensing program includes area rugs, carpet, hardwood and laminate. Each category will include eco-friendly options as well.
Shaw has been the exclusive flooring provider for the HGTV Green Home for the past three years, and will sponsor the home again this year.
“The program grew out of the positive long-term relationship Shaw and HGTV enjoy and strengthens the connection between the two powerful brands,” said Randy Merritt, president, Shaw Industries, in a release. “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.”
In the area rugs assortment, there are 26 nylon designs and 20 PET designs available. The nylon rugs can be recycled after use, and the PET rugs are made from recycled water bottles, so “each has a green story,” Kim Barta, brand manager for rugs, told HFN. The designs are a mix of modern and transitional styles—including flowers and stems, overscaled paisleys, geometrics and an animal patchwork, “because that’s the HGTV consumer.”
Available in April, the nylon rugs will retail for $579 for a 5-by-8, while the PET styles will be $329.