Sugar Valley, Ga.—Mohawk Home is reintroducing a familiar name from its past, American Rug Craftsmen (ARC), with renewed design and style.
“This is a change from American Rug Craftsmen brand, which Mohawk absorbed in 1993,” said Brandon Culpepper, vice president of specialty sales for Mohawk. “There is a void in the marketplace, and we see American Rug Craftsmen filling that void as the consumer landscape continues to change. Our research indicates a growing demand for American-made goods and American customer service—which is exactly what American Rug Craftsmen is all about.
“Stylish area rugs in fashion-forward colors designed, manufactured, serviced and delivered by Americans will be the hallmark of American Rug Craftsmen. By keeping everything—from labor to materials—American, we have quality control and abundant inventory that is ready to ship.”
SmartStrand Now Available in Area Rugs
Another distinguishing mark of ARC is in the choice of materials; all rugs under this label will be crafted of fibers made in America. The brand will feature tufted, woven and printed rug lines in Mohawk’s proprietary fibers including SmartStrand Triexta, nylon, polypropylene and PET.
In fact, ARC will introduce the first woven area rugs made from the popular and incredibly soft SmartStrand Triexta fiber, which is the current fiber of choice within Mohawk Flooring’s broadloom carpet assortment.
A Boost to the Middle Market
ARC rugs will be marketed in furniture stores, rug dealers and all other specialty full-price retailers. “We have launched the American Rug Craftsmen line to satisfy the hunger for American-made products,” Culpepper said. “Mohawk rugs are found in larger retailers and home centers, while Karastan rugs appeal to the high-end, designer market. American Rug Craftsmen products will interface with the middle part of the market—in terms of price, style and attitude. We expect this brand to catch on with design-conscious consumers.”
Fresh Designs in New Fibers and Textures
“The original motto of American Rug Craftsmen was ‘Daring, Different and First’. The relaunch of the brand embraces that very same spirit. We will offer a variety of unique products in the softest, most durable yarns available,” Culpepper noted. “American Rug Craftsmen is uniquely positioned to offer the industry’s best design, construction, pricing and delivery.”
Ten collections are already developed for the ARC label. It will debut more than 250 designs at the Atlanta Rug Market and the Las Vegas Market. Mohawk has just expanded its Atlanta showroom at AmericasMart 3-A-1 to over 7,100 square feet to accommodate the soft launch of ARC.
American Rug Craftsmen rugs will be available in a variety of sizes from over-sized rugs to rounds and runners. The retail price for a 5′ x 8′ will range from $149-$399.
Since American Rug Craftsmen products are 100 percent made in the USA, shipping will be made in 30 days or less.
