In the One-to-One column, NTCA Executive Director Bart Bettiga interviews industry leaders about pertinent topics.
The commercial flooring industry is experiencing a significant shift as major manufacturers expand their product portfolios to meet evolving market demands. Shaw Contract, a division of Shaw Industries, is making bold moves in the tile and stone category, and its approach could reshape how commercial contractors source materials for their projects.
In our recent conversation, Quinn Spiech, Senior Marketing Manager for Tile and Stone at Shaw Contract, outlined the company’s strategic entry into this growing market segment and explained how commercial tile contractors can leverage Shaw Contract’s resources to enhance their competitive advantage.
A new player in commercial tile
While Shaw Industries has been in the tile business for approximately 15 years through its residential divisions, Shaw Contract’s foray into commercial tile is relatively recent, beginning in 2024. However, the company isn’t approaching this expansion timidly. With the backing of Shaw Industries and its parent company Berkshire Hathaway, Shaw Contract is investing heavily in inventory, distribution, and product development to establish itself as a design-forward leader in commercial interiors.
“What sets Shaw Contract apart is its integrated approach,” said Spiech. “Rather than operating as a standalone tile supplier, Shaw Contract positions tile within a broader ecosystem that includes carpet, resilient flooring, and vinyl tile. This multi-category strategy allows designers and contractors to specify complementary products from a single source, streamlining project management and creating a cohesive design vision.”
The NeoCon showcase and product innovation
Shaw Contract made a significant splash at NeoCon, the industry’s premier commercial trade show, where the division unveiled several new collections that garnered substantial attention. The Cult Classics collection, a comprehensive porcelain offering paired with other categories like carpet tile and resilient, emerged as a standout. With its design-forward aesthetic and diverse color and finish options, the Cult Classics collection targets corporate workplace environments, and also appeals to education and retail sectors.
“Our approach to product display at NeoCon reflected our design-focused philosophy,” said Spiech. “Rather than traditional showroom arrangements, we presented products on pedestals and in various wall installations, emphasizing the artistic and aesthetic qualities of the tile. This presentation strategy resonated with designers and specifiers seeking products that elevate commercial spaces beyond utilitarian functionality.”
Beyond Cult Classics, Shaw Contract introduced the Format + Fragmented collection, a standalone porcelain collection featuring colored concrete and terrazzo visuals that can be mixed and matched for bold, expressive installations.
Perhaps most notably, the company developed a new finish called StrideGuard™, which achieves slip resistance levels exceeding 0.60—among the highest in the industry—while maintaining aesthetic appeal. “This innovation addresses a persistent market challenge: the need for high-slip-resistance flooring without the maintenance headaches associated with traditional small-format mosaics,” said Spiech.
Additionally, Shaw Contract is launching the Monumental collection, a marble-inspired porcelain that moves beyond tired Carrara aesthetics. With earthy tones, blues, greens, and gold accents paired with a lappato honed finish, the collection offers designers the elevated look of natural marble with the superior performance and durability of porcelain.
Strategic sourcing and logistics
Spiech noted that Shaw Contract’s sourcing strategy reflects a commitment to reliability and American manufacturing. The majority of the division’s tile is manufactured domestically, ensuring more predictable lead times and reducing supply chain vulnerabilities. The remaining product is sourced globally from trusted manufacturers in Europe and Brazil, typically when specific design requirements or technical limitations necessitate international production.
“This emphasis on domestic sourcing directly addresses one of the commercial tile industry’s most persistent pain points: availability,” said Spiech. “Contractors frequently encounter situations where specified materials aren’t readily available when projects are ready to move forward. Our deep inventory strategy, leveraging Shaw Industries’ extensive regional distribution center network in Georgia, aims to mitigate these delays.”
The company’s freight model further simplifies the procurement process. Rather than negotiating landed costs, Shaw Contract builds freight into product pricing, offering delivered pricing with a fixed $150 drop fee per bill of lading. This approach eliminates ambiguity around total project costs and allows contractors and designers to budget more accurately, regardless of project size or geographic location.
Supporting the contractor community
Shaw Contract maintains a sales force of approximately 220 account executives across the country, ensuring regional support and personalized service. While the company has a few tile specialists in strategic markets, most account executives are trained to support all product categories—carpet, resilient, and tile—furthering Shaw Contract’s goal of simplifying the specification and procurement process for designers and contractors.
This multi-category training approach offers distinct advantages. Contractors working with a single Shaw Contract representative can coordinate all flooring specifications, installation timelines, and delivery logistics through one point of contact, reducing friction and enhancing project efficiency.
Beyond sales support, Shaw Contract has assembled a comprehensive technical team including installation specialists, sustainability advisors, and technical support personnel. All products carry Shaw Contract warranties and include extensive testing data and installation guidelines aligned with Tile Council of North America (TCNA) standards—a critical consideration for commercial contractors who must ensure specifications meet industry best practices.
Custom capabilities and future expansion
Shaw Contract’s relationships with its manufacturing partners afford it the ability to develop custom products. “With approximately 500 to 550 SKUs by year-end, our running line is substantial, but custom capabilities provide solutions for unique project requirements,” said Spiech. “This flexibility is particularly valuable for high-profile projects where designers seek proprietary or bespoke finishes.”
Looking ahead, Shaw Contract is expanding its installation materials offerings. Currently offering basic grouts, thinsets, mortars, trims, and transitions, the division plans to announce a comprehensive new installation materials program in the coming months. This expansion ensures that contractors can source not just tile but all complementary products needed for proper installation, further simplifying the specification and procurement process.
Shaw Contract is also evaluating expansion into 2-centimeter pavers and natural stone, though these additions remain under development. As Spiech noted, the company wants to “ensure that our sales force is thoroughly trained on foundational products before expanding into more technically complex categories.”
Building partnerships with NTCA members
For National Tile Contractors Association (NTCA) members, Shaw Contract represents both opportunity and partnership potential. The division is actively seeking to connect with commercial tile contractors and has proposed collaborative initiatives, including joint training events and educational webinars. By leveraging NTCA’s expertise in installation best practices and industry standards, Shaw Contract aims to strengthen its market position while elevating the capabilities of its sales team.
The division recognizes that success in commercial tile requires a deep understanding of installation requirements, maintenance considerations, and the nuanced demands of different market segments. Partnering with qualified, knowledgeable contractors amplifies Shaw Contract’s ability to serve designers and end users effectively.
Meaningful collaboration for mutual benefit
Shaw Contract’s entry into commercial tile represents a meaningful development for the industry. With substantial corporate backing, a commitment to domestic sourcing, design-forward products, and a support infrastructure built for contractor success, the division is well-positioned to capture market share and influence how commercial projects specify and install tile.
For contractors seeking reliable supply chains, comprehensive product ecosystems, and partnership opportunities, Shaw Contract merits serious consideration. As the division continues expanding its product lines and deepening its market presence, the potential for meaningful collaboration with the commercial tile contracting community appears substantial and mutually beneficial.
Bart Bettiga is the Executive Director of the National Tile Contractors Association. Bettiga is a member of the Board of Governors of Coverings, one the largest tradeshows in North America. He has over 30 years of experience in the tile and stone industry and has served as the NTCA Executive Director since 2002. He is a well known speaker and author on ceramic tile and natural stone distribution and installation. He oversees the financial operations of the NTCA, TileLetter and the Ceramic Tile Education Foundation.
