Shaw marketing director Kathy Young and David Bromstad, host of HGTV's Color Splash program.

NEW YORK – About 100 designers, celebrities and industry representative gathered in New York City last month to celebrate the introduction of HGTV HOME Flooring by Shaw.

The new collection of carpets, area rugs, hardwoods and laminates – part of the broader HGTV HOME brand – is set to make its way into select stores across the country over the next few months.

Shaw executives note that HGTV HOME Flooring by Shaw is the latest effort in the company' ongoing collaboration with the cable television network. Shaw has sponsored the HGTV Green Home since 2008.

“Our name is not as well-known by the consumer as we would like,” Shaw marketing director Kathy Young said. “HGTV is one of the  most influential names in home improvement and being associated with them helps make us a more recognizable name in home renovation.”

For their part, HGTV executives say that collaborating with Shaw and paint supplier Sherwin Williams Co. -- another partner in the HGTV HOME venture -- helps provide home renovation consumers with a comprehensive line of trendy and affordable options.

“We knew we had to create a line that was stylish yet functional,” noted Ron Feinbaum, HGTV sr. vp and general manager of consumer products. “We think this collection provides exactly that.”-Richard Monks