Shaw launches Bellera High Performance Carpet

Shaw's Bellera

[Dalton] Today, Shaw Floors announced its latest, patent-pending soft surface innovation: the Bellera High Performance Carpet collection.

"Consumers have voiced that their carpet-shopping experience is long, frustrating and confusing because they must compare the differing attributes of one carpet against another," Tim Baucom, executive vice president of Shaw’s residential business, told FCW exclusively. "We’ve eliminated the need to compare. Bellera is unparalleled because it has it all — unrivaled beauty, unbeatable stain resistance, and the ultimate accident protection. Once they find Bellera, the consumer's search is over."

Bellera’s debut marks the end of the age-old consumer choice between purchasing a carpet that is beautiful or one that is durable; Bellera combines durability and lasting beauty — exactly what the consumer is asking for.



After extensive testing, Shaw reported that four key attributes of Bellera have been designed to ensure that when it is placed in an active household, it will look as good after five years of wear as it did on day one:
  -- Endurance high-performance fiber, which features crush resistance and retains its softness.
  -- LifeGuard Spill-Proof backing, debuting its new, blue color on Bellera. This industry-leading carpet backing offers the same great performance, now with a more distinctive color, so consumers know at a glance that their carpet is ‘Backed by Blue.’
  -- R2X Soil and Stain Resistance, which keeps spills and messes on the surface of the carpet longer for easier cleanup.
  -- A No Surprises, Worry-free Warranty, giving consumers peace of mind with a straightforward, transparent warranty.



"It’s unheard of to say you won’t have to worry about spills or pet accidents on carpet, but we’ve made that possible for consumers with Bellera High Performance Carpet, backed by our industry-leading LifeGuard spill-proof backing," said Baucom. "Because LifeGuard, the most innovative and advanced backing system in the industry to date, protects the pad and subfloor from unreachable spill damage and pet accidents, Shaw Floors can confidently offer consumers unprecedented peace of mind that their Bellera carpet is the cleanest carpet for healthy living."

With 13 new styles, totaling over 205 product offerings in solid textures, tonals, tweeds, loops and patterns, Bellera offers colors and patterns geared toward a variety of tastes and interiors. "Bellera High Performance Carpet’s visual aesthetics and color options were born from trend-tracking, consumer testing and countless hours of research," said Pam Rainey, ASID, IIDA, vice president product design. "The wide variety of patterns, textures and colors is truly beautiful and ensures Bellera can fit seamlessly into any modern to transitional home’s design scheme."



For more information on Bellera High Performance Carpet, contact a Shaw Floors sales representative or visit www.shawfloors.com/bellera.