Lowe's acquires Stainmaster carpet brand

Lowe’s Cos. had added another company to its private-brand lineup. 

The home improvement has acquired the Stainmaster brand for an undisclosed amount. The purchase includes all brand-related intellectual property from SteinMaster parent company Invista, and all related trademarks and sub-brands.   

The acquisition expands Lowe’s previous relationship with the brand — it has been the only home improvement retailer to carry Stainmaster since 2010. The retailer said it sees opportunity to extend Stainmaster’s high-performance characteristics into other product categories. 

The acquisition is in line with Lowe’s Total Home strategy, which looks to expand and elevate the retailer’s assortment with products and brands for the entire home.

“Today's announcement adds the most trusted and recognized brand in carpet to our lineup of private brands," said Marvin R. Ellison, Lowe's president and CEO. "At a time when home has never been more important, customers are increasingly looking for high-performance products to meet their evolving needs and expectations. We see great potential to leverage and extend the StainMaster brand into other product areas to further serve our customers and deliver on our Total Home strategy."

Research shows StainMaster is the soft-surfaces brand customers trust the most when shopping for flooring, added Sarah Dodd, Lowe's senior VP of global merchandising.

“This acquisition further demonstrates our commitment to deliver a compelling product assortment for customers wherever they choose to shop with us,” she said.

Lowe's has exclusively sold StainMaster carpet for the last decade, and says this expands on that partnership. The acquisition includes all intellectual property and sub-brands. StainMaster will join the Lowe's lineup of private labels, which includes Project Source and Harbor Breeze. Lowe's stock has gained 26.2% for the year to date while the benchmark S&P 500 index SPX, -0.02% is up 10.9% for the period.