Lowe’s buys Stainmaster carpet brand

America’s next greatest hardware retail outlet chain is shopping for the most identified carpet brand.

Lowe’s declared Thursday it has obtained the Stainmaster carpet cleaning model for an undisclosed quantity. The Stainmaster brand rose to fame by Dupont, which designed Stainmaster and promoted it with an unprecedented $85 million advertising and marketing marketing campaign that made the remedy, in quite a few situations, superior identified than the carpets that use Stainmaster.

Invista, which was formed from DuPont Textiles and Interiors in 2003, bought the Stainmaster brand, including connected logos this kind of as Pet Secure. Lowe’s officials said they hope to use the properly-regarded brand on other house goods.

“Today’s announcement provides the most trustworthy and recognized model in carpet to our lineup of private makes,” Lowe’s CEO Marvin R. Ellison claimed in an announcement of the product or service obtain. “At a time when house has never been a lot more vital, prospects are increasingly wanting for high-functionality products to satisfy their evolving requirements and anticipations. We see great probable to leverage and extend the Stainmaster brand into other product regions to further more provide our consumers and supply on our Complete Residence tactic.”

Sarah Dodd, senior vice president of global merchandising for Lowe’s, said the Stainmaster brand name acquisition should improve Lowe’s family of non-public brands, along with allen + roth, Undertaking Source and Harbor Breeze.

“Analysis reveals Stainmaster is the delicate-surfaces brand customers believe in the most when browsing for flooring,” she stated. “This acquisition even more demonstrates our determination to produce a compelling item assortment for consumers wherever they decide on to store with us.”

The field publication Ground Focus said the Koch fiber division programs to carry on providing nylon 6,6 fiber as “unbranded” and all carpet mills and impartial retailers have 4 months to discontinue use of the Stainmaster brand name name. At this time, Invista still intends to make fiber beneath the Antron business model identify, in accordance to Ground Concentrate.

But carpet vendors competing with Lowe’s may perhaps decide to fall Stainmaster alternatively than aid their competitor.

“We will be dropping this brand like a marriage ceremony gown on a honeymoon night time!” Jeff Nacco, vice president of Macco Flooring explained to Flooring Concentrate in a Floor Daily report Thursday. “We are nonetheless a potent believer in the effectiveness of nylon carpet and we program to changeover our showrooms to non-Stainmaster nylon carpet as promptly as attainable.”

One more carpet retailer, Phil Koufidakis of Baker Brothers, advised Flooring Target the Lowe’s purchase of Stainmaster “will keep on to erode the worth and that means of the model and inevitably eliminate it absolutely for us.

“Our vendor companions make a good deal of good goods that complete and are backed with the exact same warranty,” he claimed.

— Compiled by Dave Flessner