Shaw Industries announced the strategic merger of Anderson Hardwood Floors and Tuftex Carpets of California, which will take effect January 2018. Both brands have a prestigious heritage in the flooring industry and are a natural fit to bring together into one premium brand: Anderson Tuftex.

The new brand will take a holistic and consumer-centric approach to marketing and product development. Today’s consumer demands a simplified shopping experience both in-store and online and Anderson Tuftex is listening to the expectations of consumers, designing timeless products and providing exceptional service that addresses the needs of today’s premium flooring market.

“The entire consumer journey is changing and has been for quite some time,” said Carrie Edwards Isaac, vice president, Anderson Tuftex. “Consumers are finding inspiration everywhere and are more directly connected with brands than ever before. But, purchasing flooring is complicated and consumers feel pressured to get it right. At Anderson Tuftex, it’s about simplicity. We don’t want to overwhelm consumers with options but, rather, craft intentional designs that serve as a canvas for their lives.”

Anderson Tuftex will design and produce hardwood, carpet, and rugs that enable retailers to take consumers from refined to rustic, with handcrafted products that offer a cultivated charm. With several new styles making their debut in 2018, Anderson Tuftex will be showcased at Shaw Connect 2018 winter markets and will unveil the exciting new premium brand at Surfaces in Las Vegas.

“I am excited about the momentum around this new premium floorcovering brand and our ability to inspire discerning consumers by creating a meaningful experience,” said Tim Baucom, executive vice president, residential business, Anderson Tuftex. “The timing is perfect with the increased sophistication of today’s consumer and her desire for a brand like Anderson Tuftex that offers transparency and authenticity.”

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