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Beaulieu announces changes for 2011 to help dealers

Dalton—Almost every aspect of the Bliss brand has gotten a makeover to turbo-charge sales performance on the showroom floor and will be formally unveiled at its mega-booth presence at Surfaces.

Beaulieu will retire its current site for Bliss, developed soon after the brand was launched in 2008. The new Bliss site, slated to launch mid-January, will engage, entertain and educate the consumer who does most of her flooring research online.

“The entire purpose for this new website is quite simple.” stated Patricia Flavin, senior vice president of marketing. “We want to support our dealers with the best website possible to entertain and educate the floor covering customer about Bliss product and drive them to Bliss dealers to make the sale.”

Beaulieu’s proprietary odor reducing formula, Magic Fresh, gets its own carpet collection in 2011. Beaulieu selected the most popular colors, textures, and weights and created this exclusive one-of-a-kind Bliss collection of 32 styles sorted good-better-best.

All feature Lifetime Stain Protection and a “You’ll love it or we’ll take it back” Guarantee.

“Now the dealer can have the best-of-the-best in Magic Fresh carpet, all together in one collection. This will be extremely powerful on his floor,” observed Jeff Meadows, Chief Marketing Officer for Beaulieu.

Another new Bliss entry for 2011 will be Bliss by Beaulieu HealthyTouch. This collection addresses two powerful desires of today’s carpet customer: ultra-softness and durability. Thanks to Beaulieu SoftSense polyester fiber technology, the consumer can have both.

Also built-in the 20 HealthyTouch styles are both Magic Fresh odor reducer treatment and Silver Release technology that inhibits the growth of odor and stain-causing bacteria, mold and mildew. Both handle another important consumer concern: a fresh indoor environment for which almost $5 billion is spent annually on air fresheners and room deodorizers, alone. All HealthyTouch carpets carry 3M Scotchgard protector, lifetime stain protection and “You’ll love it or we’ll take it back” Guarantee.

“No one has ever brought to market carpet collections this advanced, this consumer-solutions oriented, or this attractive on the sales floor,” remarked Meadows. “Healthy never felt this soft.”

Both Magic Fresh and HealthyTouch collections will be displayed in appointed and coordinated racks with a demonstration area built in to show the power of Magic Fresh to the customer. Other innovative features include an easy-to-shop step-up strategy, easy to remove carpet samples, and are totally connected visually to the new Bliss website.

“The customer visits our new website and sees the same scene played out on our display—connection made!” Flavin said.

Also for 2011, Bliss dealers will have access to point of sale packages that support the new Magic Fresh and HealthyTouch collections, advertising support with free ad materials and a new American Express Gift Card incentive program.