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Shaw's Tuftex of California division repositioning brand message, style

Dalton, Ga. -- Tuftex of California, a division of Shaw Industries, is re-positioning its brand, enhancing its program for 2011 to underscore the needs and wants of its female consumers, who are responsible for the majority of carpet and rug purchasing decisions.

The effort includes a revised logo, updated marketing materials and a new website designed to better showcase how Tuftex's brand personality "stands out from other carpet collections" based on the company's West Coast influence, the company explained.

The revamped Tuftex logo pays homage to California by incorporating two key colors inspired by the West Coast - a sandy-colored beige and a deep blue inspired by the Pacific Ocean - depicted with a soft zigzag visual to illustrate a wave washing up on shore.

The updated marketing materials will feature, throughout, Tuftex's longstanding brand promise -- "Your Color. Your Lifestyle. Your Carpet," the company said.

And its new website, www.tuftexcarpets.com, is designed to lead consumers through a series of personality-based questions that matches them to a Tuftex carpet that fits their lifestyle. Also, an online dealer locator helps site users find the retail store closest to them.

This realigning of the brand presented "a perfect time to restructure the organization for success," said John Godwin, Shaw's evp of sales and marketing. Bob Burton will now serve as the divisional vice president of Tuftex product management and marketing.

The Tuftex marketing team now also includes:

--Greg Payne, director of corporate accounts & mass channels
--Janet Compton, director of marketing
--Stefan Hoher, director of marketing technology
--Tanner Fanello, Tuftex brand manager

In addition, Tuftex will continue to have a sales and field management structure.

"Moving forward, all Tuftex sales representatives will stay dedicated to the Tuftex channel but work within Shaw's existing residential structure," Goodwin explained. "This change will add value by leveraging current relationships in the marketplace to increase brand presence within defined targeted customers groups."

Tuftex originally established its brand identity with differentiated product offerings based on west coast styling and color pallets. But the company will also be adding east coast influence to its styling to appeal to a broader market. Tuftex customers includes the mid-to-high end market segment.

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