Shaw Floors’ biggest success of 2017 in the soft surface category can be summed up in one word: LifeGuard. LifeGuard waterproof backing is the ultimate worry-proof carpet backing. Engineered for life’s little messes, it keeps odor-causing spills and pet accidents contained for easy, complete cleanup. Waterproof LifeGuard is the most advanced backing system available, making it the optimal choice for active households requiring the cleanest carpet for healthy living.
Shaw’s consumer research indicates that 65% of U.S. households, or about 79.7 million families, own a pet and pets play a larger role in the flooring decision process than kids in the home. Homeowners can feel confident their carpet investment is protected with LifeGuard waterproof backing. All LifeGuard carpet styles are constructed with high performance in mind, extending the life and beauty of the product. The waterproof backing and patented R2X face fiber treatment keep carpets looking – and smelling – great from top to bottom.
This year, Lowe’s named Shaw’s exclusive LifeGuard waterproof carpet backing a “game changer” and we couldn’t agree more. We are especially excited that many of our specialty retail partners have also experienced strong growth in LifeGuard sales, particularly during the Game Changer promotion this spring – and we plan to keep that momentum going.
Shaw has expanded LifeGuard styling options to our popular Anso Color Wall in the Titanium collection featuring 150 new SKUs. This is the first time we’ve offered the market our LifeGuard waterproof backing as a trade up option on something the dealers and retail sales associates are already selling. It’s been so wellreceived that new tweed and tonal color updates to our Anso Color Wall were introduced and, of course, Titanium is offered on these innovative new colorations as well.
At Shaw Floors, we’re listening to consumers more than ever before and adapting our strategies to meet their needs. Making LifeGuard an optional upgrade on more styles is just one example of this new approach and we’re excited about the many possibilities the future holds for LifeGuard and our other soft surface initiatives. Be sure to stay tuned for more game changing innovations from Shaw!