Calhoun, Ga.—Responding to increased consumer demand for resilient flooring, Mohawk said it is expanding its SolidTech line to offer retailers a full assortment of product from LMF to flex and rigid.
Branded Mohawk SolidTech on the same merchandising unit and with 68 new trending wood and stone looks, the company said the revamped line gives retailers and retail sales associates the ultimate flexibility to reach a diverse range of consumers. “We know that not all homeowners need or want the exact same performance attributes, nor do they all share a common budget,” said Mary Beth Sharp, vice president of marketing, resilient. “This new, simplified trade-up story really opens up our SolidTech line of products to offer her the looks she wants with the performance she needs at a price point that makes her comfortable.”
Divided into Essentials, Select and Plus tiers, SolidTech products are designed to be durable for any room, any style. While SolidTech Essentials offers vinyl at the most affordable prices, SolidTech Select provides consumers with enhanced visuals—such as proprietary painted bevels that create an authentic hardwood visual at the joint, as well as the All Pet Protection and Warranty, a leading protection against all pets, all accidents, all the time. SolidTech Plus adds to these features with enhanced stain and scratch protection and a lifetime limited residential warranty.
“With a variety of domestically produced styles, Mohawk’s proprietary EasyClean technology that adds enhanced stain and soil protection, and collections featuring our easy click installation, SolidTech is the perfect choice for consumers,” said Ed Sanchez, vice president of product management, resilient. “Marry that with new wood and stone collections across multiple pricing tiers, SolidTech truly has it all.”
Mohawk said it will continue to provide first-class marketing support for SolidTech through dealer advertising options and national promotional events. SolidTech Plus will be included in Mohawk’s first national sale of the year and select SolidTech products will be featured in Mohawk’s second national sale.