Following the recent retirement of Jim McIntosh, vp Tuftex sales, Shaw Industries has restructured its Tuftex of California brand. Bob Burton will now serve as divisional vp Tuftex product management and marketing. Additionally, the company announced it would start adding an East Coast influence to the brand's West Coast styling in order to appeal to a broader market.

Under Burton's leadership, the Tuftex marketing team includes Greg Payne, director corporate accounts and mass channels; Janet Compton, director marketing; Stefan Hoher, director marketing technology; and Tanner Fanello, Tuftex brand manager.

“Moving forward, all Tuftex sales representatives will stay dedicated to the Tuftex channel but work within Shaw’s existing residential structure. This change will add value by leveraging current relationships in the marketplace to increase brand presence within defined targeted customers groups,” said John Godwin, Shaw's exec vp sales and marketing.   

Tuftex established its brand identity with products based on West Coast styling and color pallets. According to Godwin, the company will start adding East Coast-influenced looks as well. “While the current Tuftex strategy has created a successful model over the years, we feel we have a unique opportunity to continue increasing awareness and further position Tuftex as Shaw’s premier retail brand,” he said.

Tuftex will continue to have a dedicated sales and field management structure, Godwin added. For more information, visit www.shawfloors.com.