Anderson Tuftex (A/T), the premium hardwood, carpet and custom rugs brand of Shaw Industries Group, Inc., has announced the launch of its new Pet Perfect promise, a pet performance platform created for independent retailers. The company said the Pet Perfect promises the consumer an ultra-durable, easy-to-clean soft surface option that features high-performance fiber and A/T’s unmatched style and design, backed by a minimum 20-year residential limited warranty. 

As showrooms across the country transition out of existing Stainmaster branding in response to the recent purchase by Lowe’s, A/T encourages its customers to begin immediately leveraging the new Pet Perfect branding, which includes a variety of in-store and online assets promoting the platform promise to consumers: “Ultra durable, easy-to-clean carpet. Designed for you. Perfect for your pet.”

Indeed, the “3 Ps” of A/T’s Pet Perfect™ promise are as follows:

• Pets, meaning that styles are intentionally crafted with durability in mind for pets and pet homes and feature elevated style and design.
• Performance, ensuring the highest standards of performance so RSAs can sell confidently and homeowners can invest with peace of mind.
• People + Planet, promising responsibly-made products designed for healthy homes and active lifestyles.

“Over 80 million American households have a furry family member and research shows that pets are a primary driver of consumer purchasing decisions, particularly when it comes to flooring, “ said Nina LoCicero, vice president of marketing and digital commerce for Shaw’s residential division. “Our Pet Perfect marketing strategy was intentionally developed to give our independent retail partners a pet performance story they can get behind and use to build confidence and drive brand affinity with consumers. It’s time to say ‘out with the old, and in with the new.’ And we’re excited to amplify our new messaging and grow this strategic business opportunity alongside our trusted partners.”

For more information, the company will host a webinar on May 27 at 1 pm EST.