A Look at Luxury: The Gallery by Shaw Promotes Premium Floors
Many of today’s flooring consumers aspire to real wood, and a certain portion of those consumers demand the prestige of real wood. These consumers value style, design and prestige over performance attributes associated with other product types. Shaw created The Gallery collection with those consumers in mind.
“With smoked and unsmoked visuals, designer coloration, and much sought after white oak visuals, The Gallery is specifically designed for premium wood consumers,” said John Hammel, director of category management – hardwood and laminate.
The Gallery showcases a collection of premium sawn and sliced oak visuals that are hand selected by Shaw’s design experts to bring natural artistry into the home. The hardwoods embrace time-worn character and age gracefully over the years.
“The timeless beauty of oak never goes out of style, making these hardwood styles a solid investment to live on and love for generations,” Hammel said.
The research shows that consumers often buy hard and soft surface flooring products together. In fact, the majority of hard surface consumers will begin looking for a rug just days after their floors are installed. In response, Shaw paired its popular Caress carpet collection and all-new The Gallery hardwood collection to cross promote both products and offer dealers a perfect premium solution from Shaw Floors.
“From a marketing standpoint, Shaw Floors applied a similar logo treatment to both collections making it easy for RSAs and consumers to identify this premium offering in the showroom,” said Teresa Tran, director of soft surface portfolio management-residential. “Additionally, these collections will be positioned together on shawfloors.com, in our advertising and in our resources to arm RSAs with the cross-selling story.”
To give consumers added confidence in their flooring decision, Floorvana + allows them to take inspiration to the next level. This award-winning tool allows consumers to take their flooring selection and see it in their own room with a real-time, augmented reality experience.