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Shaw becoming 'full service' in bath rugs

Heath E. Combs, Cecile Corral -- Home Textiles Today, October 11, 2004

Branded luxury bath rugs are the latest addition to Shaw Living's growing portfolio of product category offerings.

Titled the StainMaster collection after the stain-resistant technology brand employed in these rugs, the program comprises all-synthetic styles in textured, shag and basic cut-pile constructions. With a 2-by-3 offering set to hit an approximate $20 retail price point at higher-end catalogs and specialty and department stores, the collection represents the company's first luxury bath collection, said Dennis Fein, vice president of bath for upstairs retailers.

“The direction that Shaw is going to take is very different than the niche (bath rug) marketers out there,” he continued. “Everyone is getting into the bath rug business, it seems, but on a niche business, whether it's with towel coordinates or other novelty type ideas. We, on the other hand, are becoming a rounded, full-service bath rug supplier. And for this line, we're using StainMaster because it has strong brand identification with customers.”

The initial program is available in 10 colorways. More will be added in the future.

Sizes include 2-by-3 and standard tub mats, contours and lids. All coordinate pieces will be sold as open-stock items.

Other new bath rug programs being introduced at the New York Home Textiles Market by Shaw include a cotton reversible style as well as the sculptured synthetic Infinite Dimensions collection, the latter of which is an extension from the scatter rug program by the same name and same construction.

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