Thought Center


Bentley Prince Street Introduces Iconic Intensity™ Featuring Bold Colors & Velvety Texture

New Product adds Dimension and Brilliance to Corporate, Hospitality & Retail Segments

Iconic Intensity

[City of Industry, CA – October 9, 2012]  Iconic Intensity is the next generation of Bentley Prince Street’s acclaimed product, Iconic™. Featuring a reimagined and progressive color line, Iconic Intensity represents a bold arrangement of stripes crafted with various textures.  Iconic Intensity is available in broadloom, area rugs and three carpet tile sizes (18×36 in, 24×24 in and 36×36 in) for modular creativity. Its wonderful scale and luxurious finish makes a grand statement in hospitality and retail environments, while its monochromatic nature delivers sophistication to corporate space.

“Iconic Intensity exemplifies our legacy of beauty and performance while addressing the needs of the marketplace,” says Anthony Minite, president and CEO of Bentley Prince Street. “Our design team really listened to our customers and created something bold and contemporary, yet sophisticated.”

Iconic Intensity was introduced at NeoCon 2012 in a variety of eye-catching, custom colors.  Its smooth, frieze and velvet texture designs alternate between wide and thin stripes, celebrating Bentley Prince Street’s vast heritage of textiles. Iconic Intensity is opulent in broadloom, chic in carpet tile and edgy when modular accent colors are intermixed.

“When we previewed this product at NeoCon the feedback from the design community was that this product really hit the mark,” says Valerie Ottaviano, vice president of product design. “We knew we had something special with Iconic, so we decided to take that product to a new level with velvety texture and more intense color.”

Iconic Intensity features Ultron® cf nylon 6,6 by Ascend®; high quality fiber delivers superior resistance to crushing, matting, soil penetration and wear; Protekt® stain protection and Bentley Prince Street approved antimicrobial treatment.

Bentley Prince Street broadloom carpet products are manufactured with High PerformancePC™ backing, which results in a more tightly woven primary and secondary backing for better stability and straighter patterns.  NexStep® Cushion Tile offers Bentley Prince Street’s carpet tile products exceptional dimensional stability, as well as an impermeable moisture barrier.

Containing an average of 10% post-consumer recycled content by total product weight, many Bentley Prince Street products also contain additional recycled yarn content in the face fiber. All products manufactured by Bentley Prince Street are certified to the NSF-140 Sustainability Assessment for Carpet at the Platinum level when installed with High PerformancePC backing and at the Gold level when installed with NexStep® Cushion Tile backing.  Bentley Prince Street manufactures in a LEED-EB® for Existing Buildings Silver certified facility and is a multi-year recipient of the GSA Evergreen Award.

About Bentley Prince Street

Defining style, color, quality and service for over 30 years, Bentley Prince Street manufactures and markets award-winning broadloom, carpet tile and area rugs for commercial interiors across the globe.  Bentley Prince Street is committed to sustainable commerce and innovations to integrate style and function with environmental practices.  With the industry’s most comprehensive vertical carpet manufacturing facility, the company maintains third-party certification to the ISO 9001:2008 Quality Management System and the ISO 14001:2004 Environmental Management System.  Based in Los Angeles County, California, Bentley Prince Street operates in a LEED-EB® Silver carpet mill and is the largest commercial carpet manufacturer in California.  For more information, please visit and

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Media Contacts: 

Angela Moore


Starfish P.R.

T: 310-429-8868