Updated: Sep 29, 2022
Shaw Bellera Carpet (The Truth About This Product)
Shaw Floors is one of the leading manufacturers of carpets in the United States. Shaw Bellera is a high-performance polyester carpet that has excellent stain resistance, durability, and softness. Shaw Bellera is available in solid textures, tonals, tweeds, and pattern styles. Shaw Bellera Carpet comes with the R2X Stain & Soil Fiber Protection Technology, plus the Shaw Floors LifeGuard Backing. Shaw Bellera is sold by various retail floor-covering stores across the United States.
Shaw Bellera Carpet (The Truth About This Product)
***UPDATE: Please note this carpet line is now part of the Shaw Pet Perfect Collection. 9/28/22
History Of Shaw Bellera Carpet
In 2018, Shaw Floors introduced Bellera into the floor-covering marketplace. The Bellera Collection was promoted as a "high-performance carpet collection." The benefits of Bellera included:
Being able to purchase a carpet that is both beautiful and durable
Unbeatable stain resistance
The ultimate pet stain protection
According to Floor Covering Weekly:
"Consumers have voiced that their carpet-shopping experience is long, frustrating and confusing because they must compare the differing attributes of one carpet against another," Tim Baucom, executive vice president of Shaw’s residential business, told FCW exclusively. "We’ve eliminated the need to compare. Bellera is unparalleled because it has it all — unrivaled beauty, unbeatable stain resistance, and the ultimate accident protection. Once they find Bellera, the consumer's search is over." Floor Covering Weekly
Shaw Bellera is currently available in several different styles, including solid textures, and tonal and pattern products. Each style has multiple colors. You can get product pictures of all the Shaw Bellera products by visiting the website: Shaw Bellera Carpet
The concept behind Bellera was to develop a brand new product, that has a mid-range price point. Shaw Floors did not want to introduce a re-make off an existing product, that simply had different colors. Rather, they wanted a new product that would answer the problems that customers were having, a product that would be soft and beautiful, yet incredibly durable.
“We looked at consumers holistically—how they purchase, what they purchase, what are their pain points, what are their concerns—and how do we develop a product to meet those needs,” said Heather Yamada, marketing director, retail, Shaw. “We know consumers really want durability and performance, but they also want beautiful. Here, they didn’t have to have one or the other, they could have both. We wanted to give them confidence that this is a great product.” Floor Covering News
Shaw Floors has made a strong push to promote Bellera as a stain and spill-proof carpet. Bellera comes with the Shaw LifeGuard Spill-Proof Backing, which Shaw Floors promotes as the most innovative and spill-proof backing in the carpet industry.
"It’s unheard of to say you won’t have to worry about spills or pet accidents on carpet, but we’ve made that possible for consumers with Bellera High Performance Carpet, backed by our industry-leading LifeGuard spill-proof backing," said Baucom. "Because LifeGuard, the most innovative and advanced backing system in the industry to date, protects the pad and subfloor from unreachable spill damage and pet accidents, Shaw Floors can confidently offer consumers unprecedented peace of mind that their Bellera carpet is the cleanest carpet for healthy living." Floor Covering Weekly
Shaw Bellera Carpet Styles & Colors
Name Style Number of Colors
Soothing Surround Pattern 10
Emergence Pattern 12
Nature Within Pattern 12
Quiet Sanctuary Texture 12
Secret Passage Pattern 12
Charming Transition Pattern 10
Calm Simplicity I Texture 9
Calm Simplicity II Texture 9
Calm Serenity II Texture 12
Calm Serenity I Texture 12
Lead The Way Pattern 16
Just A Hint II Texture 20
Obvious Choice Pattern 16
Diamonds Forever Pattern 16
Points of Color II Texture 18
Make Your Mark Pattern 12
Basic Rules Texture 20
Just A Hint I Texture 20
Points O Color I Texture 18
Outside The Lines Pattern 12
Perpetual I Inline Cut 12
Perpetual II Texture 12
Charmed Hues Texture 12
For an up-to-date listing of styles and colors, we recommend visiting the Shaw Bellera Carpet Website Page.
Shaw Bellera Carpet LifeGuard Backing
Shaw Floors introduced LifeGuard backing in 2015. The idea was to offer a carpet backing that provided a moisture barrier that spills would not penetrate through the carpet and into the carpet pad and sub-floor.
"LifeGuard Spill-proof Backing answers the need for a worry-free carpet experience. The patent-pending thermoplastic construction keeps 100 percent of spills and pet messes contained. With LifeGuard, consumers no longer have to worry that an accident will permeate the carpet or pad to the subfloor, where it is unreachable and can result in lingering, odor-causing damage." Shaw Floors
In 2018, Shaw Floors changed the color of LifeGuard from grey to blue. The marketing campaign to promote the LifeGuard Backing was known as "Backed By Blue." Shaw Floors continues in the same press release...
"In 2018, Shaw modified the color of LifeGuard, enhancing it from grey to an easily identifiable blue, letting consumers know at a glance they’re getting the leading accident protection -- they’re “Backed by Blue.” Consumers can protect the investment they make in their home and live confidently with carpet backed by LifeGuard. Consumers now have more than 1,100 choices of LifeGuard-backed carpet, including Bellera High Performance Carpet, and Shaw Flooring Network retailers may upgrade Caress to LifeGuard." Shaw Floors
With the LifeGuard Backing underneath Bellera Carpet, plus the R2X Stain & Soil Fiber Protection (more on this later in this article), which is applied to the Bellera fiber, Bellera Carpet is one of the most durable carpets that Shaw Floors manufacturers.
Shaw Bellera Carpet - R2X Stain & Soil Fiber Protection
We all have issues with keeping our carpets clean. For example, kids tracking in the dirt with muddy shoes, dogs coming in from the outside with dirt on their paws, rain and snow issues, etc...Plus, we all have issues with those occasional beverage spills and "pet accidents." When life happens, it can be very hard on your carpet.
The Shaw R2X Stain & Soil Fiber Protection is an innovative technology introduced to not allow these spills and stains to penetrate into your carpet. The technology keeps everything on top of the carpet, making it incredibly easy to clean.
"In testing, R2X demonstrated superior carpet stain resistance on two levels. First, it provides better initial protection. Second, it allows more time to react to a problem. Another significant benefit of R2X is its effectiveness with polyester and polypropylene fibers. Most polyester and polypropylene carpets have an inherent tendency to attract soil. Topical soil carpet treatments are only "skin deep," and the limited protection they offer wears away after cleaning or normal wear and tear. In contrast, R2X continues to perform well even after repeated cleanings. The performance of nylon, polyester, and polypropylene treated with ordinary systems begins to diminish." Shaw Floors Website
Shaw Bellera Carpet Warranty
As with all floor covering products, in order to understand what is covered in a product warranty, you need to read the entire warranty document. You can not rely on what is printed on the back of a sample or on a product display. While samples and displays will give you basic warranty information, the language printed on these items is geared toward marketing the product.
In basic terms, the Shaw Bellera Carpet Warranty states:
"Shaw warrants that for ten (10) years after purchase your Bellera brand, high-performance residential carpet with ColorGuard® Bleach and Fade Resist Technology will 1) remain stain resistant, including pet stains, grease, mustard, coffee, lipstick, cola and even bleach. 2) resists soiling by common household soil; 3) remain free of wrinkles, edge ravel, tuft-bind and delamination; 4) be free of manufacturing defects, and 5) not exhibit signicant twist loss or loss of texture from foot traffic." Shaw Bellera Carpet Warranty
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