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Home››Shaw Industries and Classen Form a Strategic Partnership to Revolutionize the Flooring Market

Shaw Industries and Classen are forming a strategic partnership to revolutionize the flooring market

Published onSeptember 15, 2023
Group photo of representatives from CLASSEN and Shaw at a meeting on the strategic North American partnership—a symbol of international collaboration, innovation, and sustainable flooring solutions

The partnership expands Shaw's innovative line of hard flooring products and enables Classen to significantly expand its presence in the North American flooring market

Dalton, Ga. – September 15, 2023 – Shaw Industries Group, Inc. (Shaw) announces a strategic partnership with the Classen Group, an innovative manufacturer of hard flooring based in Germany that offers PVC-free solutions for commercial and residential applications. Through this partnership, Shaw will become the exclusive distributor of the company’s new commercial flooring products in North America.

“With a longstanding commitment and proven track record in innovation and sustainable design, Shaw and Classen have formed an ideal partnership based on their shared values and dedication to sophisticated design and exceptional service,” said Tim Baucom, President and CEO of Shaw. “Together, we can bring innovative products to market and optimally meet our customers’ diverse flooring needs.”

Classen’s portfolio of groundbreaking products meets the growing demand for alternative hard flooring in North America. The partnership with Shaw enables Classen to significantly expand in the region. The two companies share a commitment to unique product design inspired by Cradle to Cradle®, with a focus on health and well-being, climate protection, circular economy, water and soil stewardship, and social equity.

“This is an opportunity for Classen and Shaw to collaborate at a pivotal moment in the evolution of our companies in the areas of design, innovation, and sustainability,” said Dr. Moritz Menier, CEO of Classen Americas Inc. , we will leverage deep market expertise to collaboratively develop new flooring alternatives.”

About Shaw Industries

Shaw Industries Group, Inc. supplies carpet, resilient flooring, hardwood, tile and stone, artificial turf, and other specialty products to residential and commercial markets worldwide. The company meets the diverse needs of its customers through an extensive portfolio of brands, including: Anderson Tuftex, COREtec, Patcraft, Philadelphia Commercial, Shaw Contract, Shaw Floors, Shaw Sports Turf, Shawgrass, Southwest Greens, Watershed Geo, and more.

Shaw is headquartered in Dalton, Georgia, and is a wholly owned subsidiary of Berkshire Hathaway, Inc., with annual revenue exceeding $7 billion and approximately 20,000 employees worldwide. Visit www.shawinc.com for more information.

Shaw Industries Group, Inc. supplies carpet, resilient flooring, hardwood, tile and stone, artificial turf, and other specialty products to residential and commercial markets worldwide. The company meets the diverse needs of its customers through an extensive portfolio of brands, including: Anderson Tuftex, COREtec, Patcraft, Philadelphia Commercial, Shaw Contract, Shaw Floors, Shaw Sports Turf, Shawgrass, Southwest Greens, Watershed Geo and more.

Shaw is headquartered in Dalton, Georgia, and is a wholly owned subsidiary of Berkshire Hathaway, Inc., with annual revenue exceeding $7 billion and approximately 20,000 employees worldwide. Visit www.shawinc.com for more information.

Circularity for a Better Future

The Cradle to Cradle principle aims to design products so that they can be fully recycled without generating waste. CERAMIN from recycled and recyclable polypropylene (PP) and, once its useful life as a flooring material has ended, can be reintroduced into the production cycle. Thanks to its material properties, it is suitable not only for reuse in new flooring but also for use in other products. This helps conserve resources and supports a sustainable circular economy.

A strong signal to the industry

With its Cradle to Cradle Material Health certification, the CLASSEN Group is sending a strong signal about sustainable innovation in the flooring industry. “This certification is another milestone for our company and demonstrates that sustainable business practices and high-quality product solutions can go hand in hand,” explains Sebastian Wendel, who is responsible for strategic business development at the CLASSEN.

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The partnership expands Shaw's innovative line of hard flooring products and enables Classen to significantly expand its presence in the North American flooring market

Dalton, Ga. – September 15, 2023 – Shaw Industries Group, Inc. (Shaw) announces a strategic partnership with the Classen Group, an innovative German-based manufacturer of hard flooring that offers PVC-free solutions for commercial and residential applications. Through this partnership, Shaw will become the exclusive distributor of the company’s new commercial flooring products in North America.

"With their longstanding commitment and proven track record in innovation and sustainable design, Shaw and Classen have formed an ideal partnership based on their shared values and dedication to sophisticated design and exceptional service," said Tim Baucom, President and CEO of Shaw. "Together, we can bring innovative products to market and best meet our customers' diverse flooring needs."

Classen’s portfolio of innovative products meets the growing demand for alternative hard flooring in North America. The partnership with Shaw enables Classen to significantly expand its presence in the region. The two companies share a commitment to unique product design inspired by Cradle to Cradle®, with a focus on health and well-being, climate protection, the circular economy, water and soil stewardship, and social equity.

"This is an opportunity for Classen and Shaw to collaborate at a pivotal moment in the development of our companies in the areas of design, innovation, and sustainability," said Dr. Moritz Menier, CEO of Classen Americas Inc. Together, we will leverage our deep market expertise to develop new flooring alternatives in partnership."

About Shaw Industries

Shaw Industries Group, Inc. supplies carpet, resilient flooring, hardwood, tile and stone, artificial turf, and other specialty products to residential and commercial markets worldwide. The company meets its diverse customer needs through an extensive portfolio of brands, including:Anderson Tuftex, COREtec, Patcraft, Philadelphia Commercial, Shaw Contract, Shaw Floors, Shaw Sports Turf, Shawgrass, Southwest Greens, Watershed Geo, and more. 

Shaw is headquartered in Dalton, Georgia, and is a wholly owned subsidiary of Berkshire Hathaway, Inc., with annual revenue exceeding $7 billion and approximately 20,000 employees worldwide. Visit www.shawinc.com for more information.


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About the CLASSEN Group

As a leading German manufacturer of wall and floor coverings, CLASSEN is CLASSEN technological leadership and durable product solutions. Around 2,000 employees worldwide are committed to efficient processes, responsible use of materials, and continuous improvement throughout the entire value chain. With professional expertise and dedication, they promote resource-efficient processes, durable product concepts, and the return of suitable materials to the recycling loop. CLASSEN deliberately CLASSEN the use of chlorine, PVC, and plasticizers in its wall and floor coverings.


With numerous patents available to the entire industry, the company underscores not only its own independence but also its commitment to continuous innovation. With CERAMIN®, CLASSEN has developed CLASSEN material that consists largely of recycled plastic and is highly recyclable. In doing so, CLASSEN is making CLASSEN exemplary contribution to the circular economy. Founded in 1962 by Dr. Hans-Jürgen Hannig, the family-owned company is currently managed by three generations, including the founder himself, in its operational management.
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