INVISTA Announces New STAINMASTER® Essentials™ Carpets
For consumers looking for a quality lower-cost entry level STAINMASTER® brand alternatives
INVISTA Surfaces, a division of INVISTA Performance Surfaces & Materials and owner of the STAINMASTER® brand, now offers quality, lower-cost carpet products certified to provide the stain and soil resistance consumers want from STAINMASTER® carpet – the brand they most trust (1).
New STAINMASTER® Essentials™ carpets are the latest complement to the expanding STAINMASTER® brand portfolio. Consisting of entry level nylon and polyester styles, STAINMASTER® Essentials™ carpets are being positioned to hit value price points for which an increasing number of consumers are shopping. STAINMASTER® Essentials™ carpets will utilize proprietary anti-soil chemistry and will be tested and certified by INVISTA to meet durability performance and construction requirements necessary to carry the STAINMASTER® brand.
“Our customers continue to tell us that nylon 6,6 fibers still have the best long-term performance in soft flooring. Nylon 6,6 fibers are the optimum ‘go-to’ fibers for the broadest variety of color schemes and offer a luxurious soft ‘hand’, excellent resiliency, durability, abrasion resistance and texture retention” said Steve Griffith, chief marketing officer, INVISTA Surfaces, “But, now some consumers are looking for good performing value products that will live up to their expectations in terms of durability, stain resistance and ease of cleaning. Because of this, we tested more than 100 products of different constructions and weights that are representative of the market and selected the handful that meet our STAINMASTER® product specifications and satisfy those consumer needs.”
The new STAINMASTER® Essentials™ line and all in-store merchandising materials will initially be available in STAINMASTER Flooring Centers®, STAINMASTER® Showcase Dealers, and other STAINMASTER® aligned dealers including Lowe’s and Carpet Direct. The addition of STAINMASTER® Essentials™ to the STAINMASTER® portfolio is another step in INVISTA’s commitment to its STAINMASTER® brand, aligned dealer network and continued effort to meet consumer needs. In order to take advantage of the combined best knowledge of its mill partner network, INVISTA will work with multiple mills to deliver certified STAINMASTER® Essential™ carpets.
New product training is available on www.STAINMASTERLink.com or via contact with an INVISTA strategic account manager.
(1) Data Sources: Hall & Partners US Brand Tracking Survey – May 2012