ICS Magazine

Shaw Industries pairs with Martha Stewart for Signature Program expansion

November 2, 2001
Martha Stewart and Shaw Industries, Inc. are going steady after agreeing to a multiyear partnership, during which both will collaboratively design and market floor covering products that Shaw will manufacture and distribute to floor covering retailers nationwide.

NEW YORK -- Martha Stewart Living Omnimedia, Inc. (NYSE:MSO) and Dalton, Ga.-based Shaw Industries, Inc. (NYSE:SHX) have agreed to a multiyear partnership, during which the two will collaboratively design and market floor covering products that Shaw will manufacture and distribute to floor covering retailers nationwide.

The partnerships represent a significant expansion for the Martha Stewart Signature brand, which is MSO's specialty-tier merchandise offering and is focused on an integrated approach to the decorating process. The floor covering offerings will include area rugs, hardwood flooring, broadloom carpeting, laminates and ceramic tile, and are expected to be available at retailers in late 2002.

"This expansion of the Martha Stewart Signature brand label represents a significant step toward our goal of providing specialty tier consumers with the ability to decorate their homes in a thoughtful, comprehensive fashion using our unique approach," said Martha Stewart, chairman and CEO of MSO. "By offering consumers an integrated approach through our Martha Stewart Signature offerings, now including floor coverings and furniture, they will have the tools they need to decorate room-by-room, floor-to-ceiling, in a step-by-step program."

She said the combination of the quality, reliability and expertise of Shaw with MSO's design expertise, knowledge and brand, "we are significantly expanding the solid growth potential of our merchandising segment."

According to Shaw Chairman and CEO Brad Shaw, "We feel combining the manufacturing and distribution strengths of Shaw Industries with the creative and branding talents of Martha Stewart Living Omnimedia is an exciting fit for the flooring industry. The partnership of Shaw and Martha Stewart will be a true benefit for the consumer."

Shaw Industries, Inc., a subsidiary of Berkshire Hathaway, Inc., is the world's largest manufacturer of tufted broadloom carpet (www.shawinc.com). Headquartered in Dalton, Shaw sells carpeting and rugs for residential and commercial applications throughout the U.S. and exports to most markets worldwide. Shaw also offers hard surface flooring through the brands Shaw Ceramics, Decades Laminate Flooring, and Shaw Hardwoods.