Mohawk reinvigorates SmartStrand brand

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Mohawk is renewing its focus and simplifying the message of SmartStrand to support its retail partners in 2021.

Calhoun, Ga.—Mohawk said it will continue the celebration of its long-standing SmartStrand brand by reaching out to both existing customers and newcomers about more ways to enjoy the soft surface flooring.

“SmartStrand is our exclusive and differentiated soft surface offering,” said Denise Silbert, vice president of marketing, soft surface. “We are renewing our focus and simplifying the message of SmartStrand to reinvigorate the collection and support our retail partners to drive trade up sales in a category where hard surface is stealing from and there is a growing divide between value-priced and premium carpet.”

Since its introduction in 2005, SmartStrand carpet has been installed in more than 11 million homes—and counting—largely due to its tested and proven features and benefits, the company said. Those benefits include:

  • Extraordinarily clean. SmartStrand offers cleanability and permanent stain resistance, resulting in fewer customer claims.
  • Exceptionally durable. SmartStrand provides durability that preserves the style, beauty and appearance while offering consumers the confidence they get from this recognized name.
  • Environmentally friendly. Made in part from annual renewable plant-based ingredients, SmartStrand makes it easy to connect with environmentally conscious customers.

In addition, Mohawk said SmartStrand Silk adds superior softness to the mix. Each strand is packed with 700 silk-like, stain-resistant fibers. Both SmartStrand and SmartStrand Silk include Mohawk’s exclusive All Pet Protection covering all pets, all accidents, all the time.

“Because of its relevance to today’s consumer, we are expanding our messaging for all SmartStrand and SmartStrand Silk products to reinforce its environmental impact,” said Jamie Welborn, vice president of product management, soft surface.

SmartStrand carpet fiber is Oeko-Tex certified, free from harmful substances and made in part from annual renewable, plant-based ingredients. “RSAs and consumers can easily understand that SmartStrand is safe for homes and the environment. Additionally, we are rolling out an enhanced warranty for SmartStrand products this year so that we can further differentiate the line.”

Mohawk’s said its refreshed in-store and online messaging and national promotions will continue driving sales. The company will also build on the success of last year’s SmartStrand Silk destination display with new SmartStrand Silk pattern additions.

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