Mohawk raises stakes across all platforms

Home Inside FCNews Mohawk raises stakes across all platforms

New collections in Triexta, PET, nylon

Jan 18/25; Volume 30/Number 15

By Steven Feldman

Dallas—Mohawk is ringing in the new year by bolstering all three of its carpet fiber platforms—triexta, PET and nylon—with new collections and line extensions.

The next generation of SmartStand Silk launches this month under the Natural Surroundings moniker. The differentiator from previous versions of Silk is a lower luster that minimizes tracking—in other words, no footprints. As with all SmartStrand products, Natural Surroundings incorporates Forever Clean technology that facilitates the cleanup of spills with just water.

“All Natural Surroundings styles and colors are available for a whole room carpet or as a custom-made rug,” said David Duncan, senior vice president of marketing and residential operations. “Natural Surroundings offers consumers more options to find the floor covering that suits their needs and personality.”

The coordinating line debuts in nine styles that encompass solids, flecks and LCLs. The solids offer 40 colors while the colors in the flecks and LCLs range from 12 to 20. Price points range from approximately $4 to $5.50 a foot, product only, depending on the style. The collection is also available in bound custom rugs.

On the PET side, the story is Forever Fresh, a new collection under the Everstand brand that has been treated with an odor eliminator. The line is made from Mohawk’s Continuum process with a technology that keeps a room smelling fresh forever, Duncan said.

The two obvious target segments are consumers with pets and property management. “We know consumers who have pets are concerned about odors,” he noted. “Forever Fresh also provides an opportunity in the multifamily segment because property managers can get one more turn. It is easy to clean and stays fresh. It’s all about expanding the market, expanding share and expanding reach.”

Forever Fresh debuts in 12 styles with a color range of 16 to 32, depending on the look. Retail price points should range from approximately $2.79 to $3.99 a foot, product only.

Finally, the nylon story is all about fashion. Vintage Visions, new to the Horizon collection, offers subtle, sophisticated patterns in a cut pile construction. Each of the coordinating eight styles is available in nine colors.

“More consumers are choosing carpet that has some element of style in it,” Duncan said. “Patterns are among the strongest growth areas. We wanted to introduce something more of a cut pile where we could do unique things, like ombré striations. Vintage Visions offers the appearance of a cut pile carpet with a woven technology. This gives us a completely new category—something uniquely different than our current LCL styles.” Price points will be around $3.49 a foot, product only.

Mohawk is also officially launching a custom rug program called A Cut Above, giving retailers the opportunity to nab a second sale when the consumer purchases any hard surface floor. Approximately 24 select products in the Mohawk and Karastan brands are included in the program. Both standard and oversized rugs can be ordered by virtue of a thermal bonding procedure.

“With the growth of hard surface there has become more demand for custom rugs,” Duncan said. “For Mohawk and Karastan, there is the opportunity to have two sales. It’s all about consumer demand and our ability to service the consumer.” Mohawk will be providing retailers with POP materials so consumers are aware of this option.

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