Shaw Industries and HGTV will launch an exclusive flooring line labeled “HGTV Home-Flooring by Shaw.” The licensing partnership includes carpet, hardwood, laminate and area rugs. Additionally, the line will comprise green choices in each category including Shaw’s Anso nylon and Epic hardwood.

“This program grew out of the positive long-term relationship Shaw and HGTV enjoy and strengthens the connection between two powerful brands,” said Shaw President Randy Merritt. “A co-branded product line that incorporates the popularity and credibility of HGTV presents retailers a differentiated offering and consumers a very attractive buying choice. This is the most exciting launch our industry has seen in years, and it will be a real game changer for specialty retailers.” Shaw has been the exclusive flooring provider for the HGTV Green Home for the past three years and will again sponsor the home in 2011.

Shaw will introduce a full marketing program for retailers in support of the launch. To support the comprehensive program, Shaw will introduce a Dealer Toolkit with a variety of marketing materials from local advertising to interactive offerings. Additionally, Shaw will be supporting the program through national advertising and public relations which will launch in summer 2011. Shaw designers, with input from the HGTV team, are currently solidifying program details.

“HGTV Home is all about creating smart and stylish products based on our years of experience informing and inspiring consumers both on-air and online,” said Ron Feinbaum, svp and general manager of consumer products for HGTV. “Consumers trust HGTV to help them make informed decisions for the home. Marrying the HGTV know-how with the great HGTV Home flooring products produced by Shaw, we’ll help consumers better navigate the flooring purchase process.”

The HGTV Home-Flooring by Shaw collection will be introduced in Spring 2011.