Behind Every Face is a Story

Issue Date: December 29, 2007, Posted On: 12/29/2007

By Marc Henderson

Shaw Floors: Behind Every Face is a Story

If you have ever been antique shopping, you understand the curiosity that develops concerning the history of those items you come across. Similarly, when you grace by that same person at the gas station everyday, you begin to wonder what his or her life is like. You wonder where they are going, where they have been, and more deeply, you wonder who they are. Oddly, we forget that companies are just an amalgamation of people. They have just as much history, if not more, than that person you pass at the gas station. But, when we see their products in stores, suddenly the people who built that company no longer exist in our consciousness. This is unfortunate given that the United States of America was founded on a principal of freedom, and with that came a staggering entrepreneurial spirit. So, next time you look at an item, consider the people who many years ago built that company from the ground up. More impressively, that company persevered through times of war, times of economic hardship, and general times of difficulty.

Shaw, the flooring company that now employs over 30,000 people, has a history that dates back to one small family. In 1946, Shaw existed as the Star Dye Company, which was in the business of rug coloring. That year, Clarence Shaw purchased the company, and by 1958, it was owned and operated by his two sons, Bob and Bud. The company's present day sales exceed $5 billion, which was unthinkable to the owners when annual sales were at $300,000. Oh, how things have changed.

By 1971, the company had grown in size to 900 employees and an impressive $43 million in sales. And by 1985, they were part of the prestigious Fortune 500. None of this happened by accident though – over the years, Shaw made quite a few intelligent business moves such as opening its own yarn facility, its own trucking company, and running distribution centers around the country.

The beginning of 2001 marked a new chapter for Shaw, as it was removed from the public marketplace and was acquired by Berkshire Hathaway Inc. of Warren Buffet fame. Then in 2006, Bob retired from the CEO position, which he had held since inception. However, even with the original family members no longer at the helm, the principles upon which this company was built remain the same. Honesty, integrity, and hard work comprise the core values under which the company still operates. Building upon these values, Shaw aims to exceed its "customers' expectations in quality, service and value." The company is wise in recognizing that in order to be successful, they must encourage their people to reach full potential. With that, their employees are not only able to better serve the customer, but to be innovative in products and productivity.

Shaw has made shopping easy for the consumer. With their 3-star, 4-star, and 5-star product rating, customers know precisely what to expect out of their new flooring. For example, the 3-star products come with five year warranties, while the 5-star products come with ten year warranties. Shaw has even established an aggressive environmental focus that includes carpet recycling collection sites around the country. More information on this particular program can be found at their web site.

If you are reading along wondering if you have ever seen a Shaw product, the likelihood is that you have, but under a distinct brand name. For example, in residential construction, Shaw products are branded under the following labels: Philadelphia Carpets, Cabin Crafts Carpets, Queen Carpets, Sutton Carpets, American Home Fashions, Home Foundations, Couture by Sutton, and ShawMark. In the commercial arena, Shaw products are offered under the following labels: Philadelphia Commercial Carpets, Queen Commercial, Shaw Contract Group, Patcraft Commercial, Designweave, Shaw Hospitality, Design Origins, and Commercial Hard Surfaces.

By way of the above brands, Shaw has introduced numerous innovative features to the flooring world. One of the most respected and valuable innovations has been their R2X Stain and Soil Repellant System. The innovation was launched in 2001, and in the years since has been recognized by Good Housekeeping with a seal of approval – in fact, this is the only carpet-cleaning product to have been awarded the seal. R2X is unique in the amount of protection that it provides to the carpet. For example, most carpet repellants only provide protection for the top fibers while the rest of the material is left unarmed. R2X, on the other hand, penetrates down to the core of the fiber, thus allowing your carpet to truly remain stain free. It does not take a genius to recognize that the years of research and development have paid off.

The second of many great innovations is Shaw's SoftBac Platinum carpet backing system, which provides added softness and durability around seams.

Most importantly, the folks at Shaw have developed products that they would be proud to use in their own home, because remember, behind that product are real people with real stories.