• Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • A&D
  • INSTALLATION
  • MARKETS
  • AWARDS
  • EDUCATION
  • BUYER'S GUIDE
  • MEDIA
  • EMAGAZINE
  • SIGN UP
cart
facebook twitter linkedin youtube
  • NEWS
  • Breaking Flooring News
  • eNewsletters
  • PRODUCTS
  • Carpet & Area Rugs
  • Hardwood
  • Installation Products
  • Installation Tools & Equipment
  • Laminate
  • Resilient
  • Specialty
  • Tile & Stone
  • MARKETS
  • Commercial
  • Residential
  • AWARDS
  • Installation Awards
  • Top Flooring Products
  • EDUCATION
  • Continuing Education
  • Webinars
  • Sponsored Insights
  • MEDIA
  • FLOOR Podcast
  • Videos
  • TISE 2025 Videos
  • eBooks
  • EMAGAZINE
  • eMagazine
  • Archive Issues
  • Contact
  • Advertise
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
    • Sponsored Insights
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP
Shows and Events for Flooring

Shaw Commits to Independent Retail

By Tanja Kern
Shaw Flooring Network expo
A fresh SFN expo layout provided members plenty of space to collaborate with product managers.
Carrie Edwards Isaac
Carrie Edwards Isaac, vice president, residential marketing, said the company wants to make merchandising simpler and more flexible for dealers.
Piet Dossche
Piet Dossche, executive vice president, hard surfaces, Shaw Industries, and president of USFloors, unveiled the brand’s latest technology, COREtec Stone.
Teresa Tran
Teresa Tran, director of soft surface portfolio management, residential, talking carpet trends.
Shaw Flooring Network expo
Carrie Edwards Isaac
Piet Dossche
Teresa Tran
March 8, 2019

Members of the Shaw Flooring Network (SFN) opened the company’s 2019 convention with a recommitment to each other, the company, and the consumer with the common goal of growing the flooring business.

“Even though we’re independent businesses, we all experienced similar things, share some of the same challenges and have a lot of the same goals—and we’ve seen that we can learn, laugh and solve problems together,” said Todd Wheeler of Wheeler’s Flooring, Salinas, Calif., who has been part of the SFN Dealer Council for almost six years. “I’m excited about the new Shaw Flooring Network because I have experienced how SFN is listening to me and to my friends in the network.”

The dealer council, which is made up of 18 retailers across the United States and Canada, represents different sizes and types of flooring businesses. The group meets formally twice a year and communicates regularly about issues that impact businesses and works as ambassadors to communicate needs between the 1,600 SFN members and Shaw Floors.

“The dealer council has been essential to defining our vision and creating a more effective partnership,” said Danny Crutchfield, president, SFN, who said the company wants to do a better job delivering assistance to its SFN members and communicating the benefits of doing business with Shaw Floors.

“We like to say that the new SFN is dealer driven,” said Dave Shepherd, owner of Choice Floor Center in Owings, Md., who has been part of SFN for 12 years and a member of the dealer council for five-and-a-half years. “I’m more excited today than I ever been. The reason that I am is that I’ve seen firsthand how Shaw is talking to the members, listening to us, and working with us to build solutions that work for our business.”

Tim Baucom, executive vice president, residential division, Shaw Floors, said the company’s dealer-driven strategy is fueled by consumer insights, and over the past two years, the company has aggressively invested in four transforming capabilities: insights from consumers, dealers, internal departments, and competition; transforming those insights into brands; an expanded vision of pricing; and portfolio management. 

“We’re adding tools to manage pricing in a dynamic and—I will say—an inflationary environment,” Baucom said. “We’re seeking a deeper understanding of local retail installed prices in order to maximize our mutual success.”

The expo floor showcased a number of merchandising experiences that were intended to help dealers see displays in context with one another and see how product categories could live together.  

“It’s all very simplified and intentional,” said Carrie Edwards Isaac, vice president, residential marketing. “At the end of the day, our goal is not to sell a bunch of random fixtures. We really want our products to shine, and we also know how expensive it is to for one of our customers to invest in a footprint. Their showroom floors aren’t getting any bigger—and you’ve got to come up with a way to introduce new product and not have to completely reinvent something. This flexible merchandising system really allows us to do that.”
 


Click here to see more photos from the SFN convention


KEYWORDS: flooring retailers Shaw

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Tanja kern headshot 2023

Tanja Kern is associate publisher and editorial director of FLOOR Trends & Installation. She brings more than 20 years of experience covering the flooring, design, and construction industries through print and digital platforms.  


Recommended Content

JOIN TODAY
To unlock your recommendations.

Already have an account? Sign In

  • resilient flooring

    The 7 Types of Resilient Flooring

    The resilient flooring category is comprised of many...
    Resilient Flooring
    By: Resilient Floorcovering Institute
  • QuickDrain USA’s ShowerLine linear drain

    Tips for Curbless Shower Installation Using a Linear Drain

    Consider these four tips when planning for a curbless...
    Flooring Installation
    By: Darryl Jones
  • 2024 New Flooring Product Guide

    2024 New Flooring Products Guide

    We explore this year's introductions in area rugs,...
    Commercial Flooring
    By: FLOOR Trends & Installation Editors
You must login or register in order to post a comment.

Report Abusive Comment

close

1 COMPLIMENTARY ARTICLE(S) LEFT

Loader

Already a Registered User? Sign in now.

Manage My Account
  • eMagazine
  • eNewsletter
  • Online Registration
  • Manage My Preferences
  • Subscription Customer Service

What Shaw Flooring Network Dealers are Banking on for 2025

What Shaw Flooring Network Dealers are Banking on for 2025

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Retailers Share Top Takeaways from Shaw Flooring Network Convention

Retailers Share Top Takeaways from Shaw Flooring Network Convention

SolidTech R: Sustainable, High-Performance Flooring from Bottle to Floor

SolidTech R: Sustainable, High-Performance Flooring from Bottle to Floor

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the FLOOR Trends & Installation audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of FLOOR Trends & Installation or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Woodura Herringbone 2.0
    Sponsored byBjelin

    The Herringbone Floor of the Future

Popular Stories

Woodura Herringbone 2.0

The Herringbone Floor of the Future

Three individuals, a man and two women, discussing flooring options while reviewing samples.

Humans in the Loop: Why AI in Your Flooring Business Still Needs You

Textured light brown floor tiles

How to Successfully Achieve Credit Card Widths on Joints and 50% Offset Requirements on Tile Installations


Download the Free Moisture Meters Guide

Events

December 1, 2030

Webinar Sponsorship Information

For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

View All Submit An Event

Poll

Growth Challenges in the Flooring Industry

What’s holding you back from growth in 2025?
View Results Poll Archive

Products

2025 BNI Interiors Square Foot Costbook

2025 BNI Interiors Square Foot Costbook

See More Products

FLOORtalk podcasts - Listen Now

Related Articles

  • NFM Kansas City Anso Gallery

    Nebraska Furniture Mart's Second Anso Gallery Brings Collaborative Retail Model to Kansas City

    See More
  • Flooring America Frank Chiera

    Personalization Drives Consumers to Independent Retail

    See More
  • SFN 2025 Believe.jpg

    Shaw Flooring Network Convention Believes in Family, Innovation and Growth in 2025

    See More

Related Products

See More Products
  • Super_Servcie.jpg

    Super Service

  • romancYourCust.gif

    Romancing Your Customers - Love 'Em or Lose 'Em

  • contractor-soft-skills-dvd.png

    Missing Headline

See More Products
×
A fresh SFN expo layout provided members plenty of space to collaborate with product managers.
Carrie Edwards Isaac, vice president, residential marketing, said the company wants to make merchandising simpler and more flexible for dealers.
Piet Dossche, executive vice president, hard surfaces, Shaw Industries, and president of USFloors, unveiled the brand’s latest technology, COREtec Stone.
Teresa Tran, director of soft surface portfolio management, residential, talking carpet trends.

We’re rolling out the red carpet of flooring knowledge!

Stay in the know on the latest flooring retail trends.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletters
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
    • Sponsored Insights
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP