What Shaw Floors does

Shaw Floors is the flagship residential flooring brand of Shaw Industries Group, Inc., a wholly-owned subsidiary of Berkshire Hathaway, founded in 1967 and headquartered in Dalton, Georgia, with 10,000+ employees. The company sells a comprehensive flooring portfolio spanning luxury vinyl (SPC and WPC constructions with proprietary ScufResist, ArmourBead, and Soft Step technologies), carpet, hardwood, laminate, and tile and stone, with products sourced from manufacturing operations in the USA, Vietnam, China, Italy, Turkey, and Mexico. It operates sub-brands including COREtec (luxury vinyl), Anderson Tuftex (wool/luxury carpet), and Philadelphia Commercial (commercial flooring), and runs a Pet Perfect collection targeting the ~71% of US households that own pets.

Shaw Floors generates revenue by selling flooring products through an extensive network of independent specialty flooring retailers across North America, supplemented by wholesale partnerships (notably Costco for Matrix premium LVP), builder channels, and an e-commerce site that supports sample ordering ($4.99 each) and dealer location but not direct purchase. Pricing is unit-based by square footage, ranging from approximately $4.19 to $37.89 per square foot across product categories. The company leverages sustainability credentials (Cradle to Cradle certification on nearly 90% of products, Green Label Plus on all carpet, GREENGUARD on hardwood and laminate) and marketing partnerships (AKC, College Football Playoff, St. Jude, Floor Coverings International) to differentiate at retail.

Strategic posture as of 2024-2026 centers on Pet Perfect brand expansion, a December 2025 brand identity refresh, a $90M Ringgold resilient-flooring capacity expansion, and a PPG Industries commercial-resinous partnership. The company carries no public ticker, files no standalone financials, and operates within Berkshire Hathaway's long-horizon capital allocation framework.

Name

Shaw Floors

Legal name

Shaw Industries Group, Inc.

Website

https://shawfloors.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Shaw Floors is the flagship residential flooring brand of Berkshire Hathaway-owned Shaw Industries, selling carpet, hardwood, luxury vinyl, laminate, and tile through an extensive independent retailer network across North America, with differentiated Pet Perfect and sustainability-certified product lines.

Ownership category

akta.pro rank

Product category

Residential Flooring

NAICS

Floor Covering Retailers (449121), Carpet and Rug Mills (31411), Carpet and Rug Mills (314110)

SIC

Carpets & Rugs (2273), Retail-Furniture Stores (5712)

akta.pro primary industry

Resilient Floor Coverings Manufacturing (Vinyl/LVT/Linoleum/Rubber/Cork) (IMAOAJAH)

akta.pro secondary industries

Floor Covering Backing & Primary Substrate Manufacturing (IMAOAJAK), Flooring Installation Materials & Accessories (Adhesives, Grouts, Trims, Transitions) (IMADAJAL), Flooring (Carpet, Tile, Wood, Laminate) Distribution (CRAOAFAE), Floor Coating & Resinous Flooring (Epoxy/PU/Polished Concrete) (IMAIAKAG)

Keywords

• Residential flooring
• Luxury vinyl tile
• Hardwood flooring
• Carpet products
• Laminate flooring

Headquarters

HQ city

Dalton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Flooring Product Sales: Shaw Floors generates revenue through the sale of residential flooring products including carpet, hardwood, luxury vinyl, laminate, and tile/stone. Products are sold through a network of retail partners and directly to consumers.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Shaw Floors manufactures and sells residential flooring products spanning six main categories: Luxury Vinyl (SPC and WPC constructions), Hardwood, Carpet, Laminate, and Tile and Stone. The company sells through a network of independent flooring retailers and major wholesale partners across North America. The product portfolio includes purpose-built pet-friendly lines (Pet Perfect), waterproof constructions, and sustainability-certified offerings.

Product overview

Shaw Floors is the flagship residential brand of Shaw Industries Group, Inc. (a Berkshire Hathaway company) offering a comprehensive flooring portfolio spanning six main product categories: Luxury Vinyl (including SPC and WPC constructions), Sheet Vinyl, Carpet, Hardwood, Laminate, and Tile and Stone. The company also operates sub-brands including COREtec (premium/luxury vinyl), Anderson Tuftex (luxury carpet including wool), and Philadelphia Commercial (commercial flooring). The Pet Perfect line represents their pet-friendly product positioning across multiple categories. Shaw Floors serves residential markets from budget-friendly to luxury segments, with products manufactured in the USA, Vietnam, China, Italy, Turkey, and Mexico. Recent 2026 launches include expansion of the Pet Perfect Luxury Vinyl collection with the Maltese style, while the December 2025 brand identity refresh guides all 2026 product introductions.

Differentiator

Problem solved

Functional benefit

Brands

• Pet Perfect: Pet-friendly flooring collection designed for homes with pets, featuring waterproof, scratch-resistant, and stain-resistant properties
• COREtec
• Anderson Tuftex
• Philadelphia Commercial
• Oak Crest
• Dockside
• Titan HD Plus
• Metroscape
• Luxe Moderne
• Eterna

Products and services

• Pet Perfect Luxury Vinyl - Maltese Style Pet-friendly luxury vinyl flooring collection featuring waterproof, scratch-resistant, and stain-resistant properties, expanded with the new Maltese style in 2026.
• Dockside Luxury Vinyl Luxury Vinyl Pro Series collection featuring SPC construction with 100% waterproof properties, ScufResist finish, 20 mil wear layer, and micro bevel edge profile. Made in the USA.
• Titan HD Plus Luxury Vinyl Luxury Vinyl Classic Series WPC construction with ArmourBead finish, 30 mil wear layer, and attached IXPE underlayment for enhanced comfort. Features accent bevel edge profile.
• Homebound Luxury Vinyl Luxury Vinyl Glue Down collection with ScufResist finish, 20 mil wear layer, painted bevel edge profile, and easy installation and repair features.
• Oak Crest Laminate Flooring Waterproof laminate flooring with scratch resistance, made without PVC, featuring lock n place edge profile and all-over texture finish.
• Metroscape Porcelain Tile Ceramic Solutions collection glazed porcelain tile with 12x24 inch dimensions, matte surface finish, and frost resistant properties. Made in the USA.
• Natural Strata Porcelain Tile Glazed porcelain tile with rectified vein cut stone texture, lightly textured surface finish, suitable for floor, exterior, wall, and shower wall installation. Made in Italy.
• Luxe Moderne Glass Mosaic Tile Ceramic Solutions glass mosaic accent tile with square glass mosaic surface texture, matte finish, and high shade variation. Made in China.
• Eterna 2x4 Mos Natural Stone Mosaic Natural stone mosaic accent tile with lightly textured surface finish, featuring travertine visuals. Artisanal quiet-luxury aesthetic for interiors. Made in China.
• Eterna Pinwhl Mos Natural Stone Mosaic Natural stone mosaic accent tile with penny round visual, lightly textured surface finish. Made in China.
• Coastal Prospect Ceramic Brick Tile Ceramic Solutions glazed ceramic brick tile with matte surface texture, suitable for floor and wall applications. Made in Vietnam.
• Castilian Porcelain Pattern Tile Ceramic Solutions glazed porcelain pattern field tile with 13x13 glazed matte surface, wet CoF of 0.42 or higher, and frost resistant properties. Made in Turkey.
• Resolve Ceramic Floor and Wall Tile Ceramic Solutions glazed ceramic floor/wall tile with matte finish, suitable for various residential applications. Made in Mexico.
• Metanoia Mosaic Porcelain Tile Home Foundation Ceramics glazed porcelain mosaic with marble visual, high shade variation, and frost resistant properties. Made in the USA.
• Tetra Ceramic Tile Ceramic Solutions square ceramic tile with square surface texture, suitable for accent and design applications.

Quantifiable outcome

• Nearly 90% of products are Cradle to Cradle Certified for material health and circularity
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Floor Coverings InternationalminorGTM or Marketing Partner · 7 July 2025Joint pet-friendly flooring giveaway collaboration offering $10,000 in flooring solutions to homeowners, highlighting Shaw's Pet Perfect product capabilities.
• American Kennel Club (AKC)coreGTM or Marketing Partner · 30 October 2024Shaw Floors was named Official Flooring Partner of the American Kennel Club, leveraging AKC's trusted brand in the pet space to market its Pet Perfect product line. The partnership includes sponsorship of AKC events and marketing collaborations targeting pet-owning households.
• PPG IndustriesminorStrategic or Co-development Partner · 13 October 2024Shaw Industries signed a strategic agreement with PPG for resinous flooring products, expanding product offerings in commercial and industrial flooring applications.
• St. Jude Children's Research HospitalminorGTM or Marketing PartnerLongtime community partnership supporting St. Jude's life-saving mission of finding cures and saving children. Shaw Floors raises awareness and monetary donations through various initiatives.

Scale indicators4 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• Mohawk Industries: Largest US flooring manufacturer with overlapping carpet, LVT, laminate, and tile portfolios. Direct competitor across nearly all residential categories Shaw Floors competes in, and the natural benchmark for scale and pricing power.
• Armstrong Flooring: Manufacturer of resilient and hardwood flooring with strong presence in US residential and commercial channels. Competes directly with Shaw Floors' LVT, hardwood, and tile/stone product lines.
• Tarkett: Global flooring manufacturer with substantial LVT, laminate, carpet, and resilient offerings. Competes in North American residential channels and overlapping product categories with Shaw Floors.
• Mannington Mills: US-based residential flooring manufacturer producing carpet, hardwood, LVT, and laminate. Directly comparable as a multi-category domestic manufacturer with similar distribution through independent retailers.
• Engineered Floors: US-based carpet and rugs manufacturer focused on residential multifamily and single-family housing. A direct competitor in the residential carpet category where Shaw has a large share.
• Karndean Designflooring: Specialist LVT/LVP manufacturer with strong design positioning and dealer network. A direct competitor in premium luxury vinyl plank where Shaw competes with SPC and WPC products.
• Dixie Group: Manufacturer of residential and commercial carpet and rugs, including the Dixie Home and Masland brands. Competes with Shaw's residential soft-surface flooring business through similar dealer channels.

Broad incumbents

• Interface: Global leader in modular carpet tile and resilient flooring, primarily commercial but with residential adjacencies. Operates in the same flooring category with overlapping R&D and sustainability positioning.
• Home Depot / Home Centers: Major home improvement retailer with private-label and branded flooring assortments. Competes for the same residential flooring end customer and is an indirect channel competitor to Shaw's independent retailer network.
• LL Flooring (Lumber Liquidators): National retailer of hardwood, LVT, and laminate flooring with direct-to-consumer storefronts. Competes for the same residential end customer Shaw targets, though through owned retail rather than manufacturer-to-dealer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/shaw-industries
• Xx.com/shawfloors
• Facebookfacebook.com/shawfloors

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shaw Floors