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Brand recognition is an important part of any industry, Perhaps one of the most recognized Brands in the flooring industry is "Stainmaster" originally owned and marketed by DuPont most consumers do not realize that "Stainmaster" is not even a brand of carpeting. CONFUSED? Let us Explain... See Stainmaster is brand of "fiber" or sometimes referred to as "Yarn" they produce the fiber that the "carpet mill" makes into a carpet. One of the reasons that this is important for the consumer to understand is that the "Stainmaster" brand does not represent a specific quality of carpeting. For example if you walk into a flooring retailer and ask for "Stainmaster" they may show you a product that should retail for $1.29 per square foot, or they could show you a product that should retail for say $3.00 (or even higher) per square foot each one is a Stainmaster brand fiber. If you go shopping without knowing things like this you could easily get trapped into purchasing the wrong product for your specific needs.
For years there has been a handful of "fiber producers" and at this point there still is, but in continuing with the current consolidation that the flooring industry has seen recently Shaw Industries has purchased the "Anso" brand from Honeywell and now owns what was once one of the major fiber producers. Shaw and Mohawk have gotten to be such powerhouses that they now produce and/or market their own brand of fiber making the impact of fiber brands such as Stainmaster, Wear dated, Anso, And 3M Scotchguard/Stain release lessen from what it once was. Some of the changes we see over the next few years will be outright purchases like that of the Shaw/Anso deal, and others will be "partnership" arrangements. In either case it will be a positive change for consumers as consolidation helps decrease costs to produce and we are interested to see how it all shakes out over time.
Jan 2006
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