SHAW RUGS: SPOTLIGHTS DESIGN.

LEADING CARPET AND RUG MANUFACTURER DEVELOPS UNIQUE IN-HOUSE AND LICENSED COLLECTIONS FOR DIVERSIFIED CHANNELS OF DISTRIBUTION

RINGGOLD, Ga.-- Retailers in today's fiercely competitive floor coverings marketplace continually struggle to differentiate themselves, and Shaw Rugs is giving its customers the tools to do just that.

Executives at Shaw Rugs recognize that different types of retailers need distinctive merchandise--and Shaw has responded with a varied assortment of both in-house and licensed designs in a broad range of constructions. The company manufacturers machine-woven rugs in both wool and synthetic fibers, custom-tufted wool rugs, fabricated rugs and printed rugs.

"We are constantly working to develop new yarn systems and design unique products that fit the needs of our diverse customer base," explains Jeff Meadows, division vice president, Shaw Rugs. "We look to the specific needs of each channel of distribution when it comes to product development and licensing."

Shaw Industries, a subsidiary of financial giant Berkshire Hathaway, is the largest manufacturer of soft floor coverings in the world, with annual sales topping $4 billion and more than 30,000 employees. Shaw rugs are manufactured at the company's facilities here, and sold through virtually every major retail segment, including independent floor coverings dealers, furniture stores, home centers and home decorating centers, department stores, specialty stores and national chains.

"We don't want to rely on any single channel of distribution for the major portion of our business," Meadows comments. "We like having our business spread out over several major distribution channels, so that we can eliminate the peaks and valleys in the business. This allows us to service all of our customers consistently.

"We really pay attention to the needs of each retail market when it comes to design, product development, construction and price point," he continues. "For instance, we recognize the fact that department stores have needs that are very different from the needs of independent floor coverings dealers."