A straightening apparatus for straightening carpet prior to laying the carpet on a floor surface. The apparatus includes an entry conveyor from which carpet is unrolled and fed into a heating section. In the heating section, the carpet is heated sufficient to soften backing material on the carpet. The heated carpet is then fed into a heated straightening section where longitudinal forces are applied while the backing is still soft so that a pattern in the carpet is straightened and held in the straightened position until the carpet has cooled somewhat. The apparatus further includes a cooling section for cooling of the carpet, after which the carpet is rolled back up on an exit conveyor.