Item came labeled as a Safavieh shag rug with a redish backing.  You could see the backing through the carpet and there were random navy fibers.  I chatted with a customer service rep who told me that Safavieh and Ivy Bronx were the same thing.  He also said that even though the description of the item on the site did not say shag and the backing did not look like the photos, that I had received the correct item.  Because of that, I had to pay return shipping.  I then called and explained the situation to a customer service representative who made it right.  Long review, not a great rug if I received the correct one, bad service with the chat function, and good service when I called.  Hope this helps!