LIVE: Connect 2020 Day 3

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Mohawk touts ‘back to normal’ business conditions and domestic hard surface products

By Ken Ryan

Jeff Meadows, president of Mohawk residential sales, and Kelly Oberschlake, senior director, national accounts, addressed Alliance Flooring members.

The flooring industry is poised for a big second half and strong 2021. That’s according to Jeff Meadows, president of residential sales for Mohawk, who spoke to retailers during day three of Connect 2020, Alliance Flooring’s virtual buying and networking event.

Following a slow April due to the coronavirus shutdown, and an improved May, Meadows said, “June, quite honestly, has been back to almost normal business conditions. And then, when you look at national builders—with interest rates being so low right now—their business is very good.”

Meadows noted that when people buy a new home that means someone has sold an existing home, “and that existing home is going to have to be redone, which is great for your business as well.”

As further evidence of good days ahead, Meadows cited a third-party study of 1,500 Americans that was conducted in early May. The survey gauged the emotional state of Americans and asked what they wanted to do when things returned to some semblance of normal. After health and safety, the No. 2 most cited to-do item was home improvement, with buying/supporting local business No. 3. “These people have been sitting in their house for three months, looking around at their rooms and thinking, ‘I’m going to do something. I’m not going anywhere, I’m not spending money on a vacation, and I want to buy local and support my local retailer.’ This really sets up a great second half and 2021.”

Mohawk’s Made in USA advantage

Domestically made products like Mohawk’s SolidTech Plus give flooring retailers a key selling advantage.

Kelly Oberschlake, senior director, national accounts, promoted the RevWood Plus waterproof flooring system and SolidTech Plus to members. RevWood Plus features a Uniclic pretension locking system, Hydroseal topical coating and GenuEdge technology. Of the three, GenuEdge truly differentiates RevWood Plus, she said. “GenuEdge is our pressed bevel that actually gives the product a wrapped edge so that when we go in and press the product, we wrap the edge so any moisture that falls on the product stays on top of the product.”

SolidTech Plus

Sold under the private label name American Home SPC to Alliance members, this 13-product line comes with a painted bevel, Uniclic locking system and includes a 20-mil wear layer and 7.5 x 48 format.

Mohawk highlighted the Made in USA angle. “Right now, with all the pending tariffs, it is a major talking point to talk about domestically made products,” Oberschlake said. will be providing daily coverage of Connect 2020 through Aug. 7.

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