Calhoun—In 2023, Mohawk is evolving EverStrand product selections to provide an environmentally-friendly option featuring the latest fashion trends.
“There is so much more we want to achieve with this product beyond its sustainable differentiation,” said Denise Silbert, Mohawk’s vice president of marketing, soft surface. “We are elevating EverStrand’s environmental feature along with the promotion of a design, color and value position as well. We are providing our retail partners with the total package that will drive consumers in store.”
A sustainable beginning
EverStrand is manufactured using Mohawk’s Continuum process, the ultimate innovation in PET carpet. This patented process uses post-consumer recycled content and transforms it into premium PET. Recycling 6 to 7 billion plastic bottles annually, Mohawk keeps plastics out of oceans, waterways and natural environments and turns them into durable and inherently stain-resistant carpet. This sustainable practice offers a story that resonates with first-time home buyers and millennials who want to make a difference in their home and the environment.
“In 2023, we are taking a more holistic approach with EverStrand,” explained Thomas Kilgore, Mohawk’s senior product director, soft surface. “Our goal is to provide retailers with a product that will help build connections with consumers. EverStrand connects by offering a story of minimal impact made to the planet during the manufacturing process along with styles with an attractive price point.”
In addition to affordability, EverStrand will feature updated colorations and designs with clean finishes.
“Our design team is giving a high-fashion twist to EverStrand by adding on-trend tonal patterns to the collection,” said Audra Keiber, Mohawk’s director of design and development, soft surface. “We want EverStrand to be a perfect selection for every consumer, no matter individual design preferences.”
Mohawk said it will provide first-class marketing support for EverStrand through retailer advertising options and national promotional events.