Shaw’s environmentally sustainable flooring is featured throughout the 2010 HGTV Green Home, located at 9 Shutter Latch in the Pinehills planned community in Plymouth, Mass. Shaw has been the sole flooring sponsor of the HGTV Green Home since the program began in 2008.

According to Reggie Newton, Shaw’s vp marketing, the partnership with HGTV “is a vital component of our overall marketing strategy.” He said that customers are drawn to Shawfloors.com through the company’s participation in the annual HGTV Green Home Giveaway.

A Shaw sign welcomes designers to the 2010 HGTV Green Home.

The two-story, 2,400 sq. ft. Cape-Cod style cottage with a third-level tower room is valued at more than $700,000, and was recently won by Sandra and Kermit Gilson of Scotia, N.Y. It features two bedrooms and two and a half baths. The first floor includes a great room, kitchen, lavatory, mudroom and laundry room. The second floor features a child’s and master bedroom, child’s and master bath, and a sitting room area. Stairs which connect the two floors continue up to a small, third-level tower room.

Green flooring products in the house include: Rosedown and Franklin Hickory engineered hardwood flooring from the Epic Legends collection, used on all three levels; Anso nylon products, including a red bound rug from the Queen collection in the child’s bedroom, and a charcoal Couture bound rug in the living room; Philadelphia Commercial nylon stair runners; and a Kathy Ireland Design Flair II bound rug made using ClearTouch PET in the master bedroom.

The HGTV Green Home great room and dining area feature Shaw’s Epic Legends hardwood flooring.

Tiles include Lunar 3” by 6” ceramic tile in the laundry, mudroom and back hall; Colonnade 3” by 3” mosaic ceramic tile and distinctive red 4” by 4” glass tile in the child’s bathroom; and Shaw glass tiles in the master bathroom and kitchen backsplash. The tower room features an Angela Adams area rug with a geometric pattern. The rug is made using Evertouch nylon, and is cradle-to-cradle recyclable.

Newton said he hopes the 2010 HGTV Green Home will inspire consumers to think with an environmental mindset. “Candidly, commercial green environmental attributes drive [the segment]. In residential, it’s just now appearing on the radar,” he noted.

Reggie Newton, Shaw’s vp marketing, stands with Mark Woods, president and ceo of Cape Cod-based retailer Ideal Floor Covering. Woods recently handpicked a group of local designers to tour the 2010 HGTV Green Home. Photo courtesy of Shaw.

Jack Thomasson, HGTV’s house planner, said the flooring is integral to the feel of the home. “We wanted the flooring to be beautiful, durable and green.” He selected Epic flooring because it uses up to 50 percent recycled content and is harvested from sustainably managed domestic forests. The carpets and rugs were chosen not just for their looks, but because they can be cradle-to-cradle recycled, he added.

Hope Van Der Wolk of Hope Van Der Wolk Interiors in Osterville, Mass., who recently toured the home with other local designers, said the tour had made her realize the array of green products on the market. “Now that I know more about what’s available, I can make it a part of my presentation,” she noted.


NOTE: Click the following links for exclusive audio interviews with Reggie Newton, Jack Thomasson and Linda Woodrum, interior designer for the HGTV Green Home.