WFCA LAUDS NEW SHAW WARRANTY PROGRAM

ANAHEIM, CA – November 16, 2006 – The World Floor Covering Association (WFCA) has taken the unusual step of coming out in support of a major carpet mill’s new warranty program and heralding it as a breakthrough for consumers – which should boost the sales and satisfaction level of the selection of carpet as a floor covering choice.

Shaw Industries had previously announced that effective January 2007, their residential warranties pertaining to cleaning claims will only be honored if consumers have their carpet cleaned with equipment and chemistry that has earned the Carpet & Rug Institute’s (CRI) Seal of Approval (SOA). In January 2008, a further requirement is added that the cleaning company must be certified by the Institute for Inspection, Cleaning and Restoration Certification (IICRC) using IICRC certified technicians.

The WFCA pledged to assist in alerting its retail members of Shaw’s new warranty policy and noted that to be effective in truly making the consumer aware that their carpet can be cleaned properly, Shaw needs to step up their promotional efforts including iron on labels for carpet samples, point of purchase materials, brochures and other printed matter retailers can utilize to communicate this new requirement clearly to consumers.

“We believe a promotional effort to advise consumers that their carpet can be cleaned and maintained properly is long overdue, and we applaud Shaw’s effort to be the first to take on this task,” said D. Christopher Davis, President & CEO of the WFCA.

Bob Hill, Chairman of the WFCA, urged other mills to jump on the bandwagon and join Shaw in a heightened promotional effort. “If consumers know and understand what is expected of them, they will respond accordingly,” Hill stated. “The focus should be to clearly communicate these new policies and steer consumers to make the proper choices so they will be secure in their selection of carpet and understand the proper way to maintain and clean their floors to extend their useful life. The Executive Committee of the WFCA is supportive of this because this is all about consumer satisfaction.”

The World Floor Covering Association (WFCA) is the floor covering industry’s largest advocacy organization representing specialty floor covering retailers, manufacturers and distributors around the globe. WFCA provides their members and industry partners leadership and resources that raise the level of professionalism, increase industry profitability and enhance consumer satisfaction. The Association’s ongoing activities include legislative advocacy, issues analysis, consumer marketing research, certification of industry professionals and promotional efforts to expand the floor covering marketplace. For more information about the WFCA or its members, email info@wfca.org.