Exclusive: Mohawk kicks off partnership with Rhinory

Home News Exclusive: Mohawk kicks off partnership with Rhinory

rhinoryTexas—Mohawk Flooring is charging toward a better tomorrow by kicking off its partnership with Rhinory, a winery and rhino sanctuary based here. The partnership focuses on a life-sized marketing campaign tied to a big cause. This week, Mohawk is installing carpet in Blake the Rhino’s living quarters. Follow along with Floor Covering News in the coming weeks as Blake goes toe to toe with the unprecedented capabilities of SmartStrand with All Pet.

At this year’s Surfaces show held in Las Vegas last month, Mohawk announced its new partnership with Rhinory. “We are looking at this partnership as an opportunity to bring the rhino back,” said Kelli Widdifield, Mohawk’s senior vice president of marketing. “Not only as a marketing initiative for our retail partners to demonstrate the sustainability, durability and cleanability of our product, but we are also literally helping bring the rhino back from a path toward extinction.”

Since 2008, over 11,000 rhinos have been poached in Africa. To change the narrative and provide these animals with the care, attention and safety they deserve, Craig Stevens and his wife Chesney Castleberry opened Rhinory in the Hill Country of Texas in 2022. “Rhinory combines the concepts of a rhino farm and a winery,” Stevens explained. “Visitors can experience rhinos in an environment much more personal than a zoo, drink world-class wines in a beautiful setting and help rhino conservation while doing it.”

The 55-acre ranch is home to the rhino Blake. Weighing a staggering 4,000 pounds, Blake loves attention and is living his best life at Rhinory. Blake’s living quarters now feature carpet from Mohawk’s new SmartStrand Color Wall. After Blake goes toe to toe with the capabilities of SmartStrand with All Pet, Mohawk said it will clean up and show side by side comparisons. Stay tuned for more!

Must Read

Northann Corp. secures European patent for 3D printing technologies

Northann Corp., a leading innovator in the 3D printing industry, has secured a new, groundbreaking European patent for its state-of-the-art “DSE Embossing Technology,” which...

Karastan LuxeCraft debuts revitalized stone, wood fashions

Calhoun, Ga.—Karastan continues to expand its role as a complete flooring brand by focusing on fashion that transcends time with enhanced and authentic designs...

Fuse Alliance adds five new members

Fuse Alliance, a member-owned organization of professional commercial flooring contractors, has added five new members: BECA Commercial Flooring, Buckeye Floor and Ceiling, DeSoto Floor...

Underlayments: New formulations tout enhanced performance

Underlayments are valuable to the flooring retailer for several reasons—not the least of which being a satisfied customer. From comfort underfoot to sound absorption...

Hardwood enhancements bolster category’s lasting appeal

Hardwood may very well be the most aspirational flooring product (next to stone or ceramic tile). However, that doesn’t mean suppliers are relying solely...

Mohawk Group partners with water.org

Dalton—In celebration of World Water Day, Mohawk Group announced its partnership with Water.org in an effort to help increase access to safe water and sanitation...
Some text some message..