Spinning a premium carpet fiber brand back into the gold standard of commercial flooring.

Antron^®, a global manufacturer of commercial carpet fiber, sought aggressive growth goals despite the rapid commoditization of fibers among carpet manufacturers, and a decline in awareness among a changing buyer base.

Antron engaged Avenue to architect a new path back to growth, and guide the brand back to its former leadership position. The strategy and activation was widespread: virtually every aspect of the brand and go-to-market approach was overhauled—from the product architecture, to the customer and channel partner engagement model, to the sales experience, tools and conversations.