AW - Celebrating success, focussing on the future

The Flooring Show Review • October 23, 2024

Associated Weavers were celebrating at the show with the company’s 60th birthday alongside the 10 year anniversary of iSense and 5 years of Invictus.

The track record of AW is pretty amazing but far from looking back on how quickly they have built their success, they are busy looking forward – and there is a lot going on!

“We are well placed for market recovery and really on the front foot in terms of product development,”
says MD Gavin Pugh.
“It’s great to mark the various anniversaries but it is the future I am really excited about.”

Invictus is a key part of that future, of course, having become a major force in the market for both its carpet and LVT options. The flagship Magnificus is the collection’s best-seller and will be rolling out new colours in October to meet the latest trends for 2024. A luxurious 65oz tenth gauge, Magnificus has exceeded expectations since its launch.


Pictured : MD Gavin Pugh with Magnificus


There will be a colour makeover also for Orion and Sirius coming soon and AW have a major launch planned early next year for a new Invictus tenth gauge twist with a semi-delustred yarn which has, the company says, “all the bells and whistles!”

"Huge appetite" for AW's new wool


Here’s another AW anniversary – it’s 10 years since they’ve
sold a wool carpet. Until now! The surprise guest at the AW party was a new wool offer that will roll out to the market in
Q2 next year.


First up in Q1 2025 will be Mulberry, a 50oz wool twist in 14 colours which is an eighth gauge with extra stitching to give it the tenth gauge feel at a more competitive price.


Then there will be Cambrian and Grampian – two designs in a new 3-ply loop in 100% wool. In eight colours and 4 and 5m, the range will also benefit from the company’s soft and sustainable ECO FusionBac backing.


“These are beautiful carpets and there will be a huge appetite
for them,” says Gavin Pugh. “We can’t wait for 2025!”

Invictus LVT has been the subject of detailed development in recent months. “We have really focussed on getting this offer exactly right for the market and we’re really pleased with the result,” says Gavin. “It’s a great range at a great price.”


The portfolio has been simplified and the latest warmer colour trends are evident in the mix along with an enhanced choice of parquet and herringbone. The increasingly popular SPC click portfolio has also been strengthened.


Check out the latest LVT stands from Invictus – smart, small footprint vertical stands with 40 boards for plenty of choice.

T + 44 1422 431100 • www.carpetyourlife.com

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