Calhoun, Ga.—Mohawk is expanding SolidTech’s waterproof capabilities by adding WetProtect technology to the Select and Plus performance tiers. In addition to providing ultimate durability, SolidTech’s expansion of products featuring WetProtect aims to give consumers confidence knowing their floors feature the right kind of waterproof for the surface and subfloor.
“The joy of owning a home can bring unexpected accidents and incidents that aren’t so joyful,” said Seth Arnold, Mohawk’s vice president of marketing, hard surface. “By adding WetProtect technology to the Select and Plus tiers, SolidTech’s superior waterproof performance and industry-leading warranty allows consumers to consider any spill or liquid accident, a joyful one.”
Separated into three performance tiers, Essentials, Select and Plus, SolidTech is an impervious waterproof plank suitable for any room, any pet and any climate. The Essentials performance tier is inherently waterproof and optimal for wet areas, such as basements and bathrooms, resulting in fewer customer claims. SolidTech Essentials products also feature everyday wear and tear protection and an industry-leading protection for all pets, all accidents, all the time, making it perfect for families with pets.
In addition to SolidTech Essential’s attributes, the SolidTech Select and Plus performance tiers now feature WetProtect technology, created with a proprietary locking system with water-tight joints for a waterproof finish and a lifetime surface and subfloor warranty. The SolidTech Plus performance tier also features Mohawk’s CleanProtect technology, with built-in antimicrobial properties built in to protect the floor.
“With ultimate waterproof attributes, SolidTech products continue to be the easy choice for consumers looking for stylish floors that don’t make them compromise on durability,” said Adam Ward, Mohawk’s vice president of product management, resilient. “For consumers who need floors for all three seasons, in every room of their home, the SolidTech Select and Plus tiers provide desirable styles with WetProtect technology, the only waterproof warranty in the industry that protects the surface and subfloor.”
The SolidTech line will coordinate with Performance Accessories products to offer innovative, multifunctional transitions that are color-coordinated for retailers to sell a complete flooring package in one purchase.
Mohawk will continue to provide first-class marketing support for SolidTech through a new, modular merchandising system that provides maximum efficiency and productivity for retailers. Designed to coincide with the popular RevWood display, the two displays work alongside each other to create a Mohawk destination display featuring nearly 150 waterproof wood décor options. The display maximizes revenue on the showroom floor and coincides with digital assets and campaigns.