Shaw Rugs has expanded into the broader home furnishings marketplace. At a recent press conference in New York, Jeff Meadows, vice president in charge of the Shaw Rugs division of Shaw Industries Inc., unveiled the new Shaw Living brand identity and gave attendees a view of its new line of home furnishings products.

The substance of the Shaw Living brand has come in part with the acquisition of Georgia Tufters by Shaw Rugs earlier this year. It added top-of-the-bed products, pillows, throws, accent rugs, bath and scatter rugs, as well as printed, woven and tufted rugs to Shaw's already expansive line of area rugs.

Meadows explained that with the addition of so many new products it was important to create a separate home brand. The Shaw Living brand is positioned with the tagline, "For Every Step of Life," and reinforced with products and imagery designed for broad appeal, according to Shaw.