National Harbor, Md.—This year Mohawk is arming floor covering retailers with important updates to its key product lines, particularly to collections with which dealers have been having success, while at the same time unveiling new merchandising strategies. The goal, as always, is to increase market share and help dealers increase sales. Whether it’s the SmartStrand Color Wall, Worry-Free Destination, PureTech or Pergo Extreme, retailers are receiving more of what they need to thrive.
REVWOOD
“RevWood really stood out to me. Many people are attracted to hardwood, and most prefer it when upgrading their space. However, not everyone wants to pay the hardwood price. That’s where we see a lot of people pivot to LVP or laminate because the price point is much cheaper, but they still get the overall aesthetic of wood. I think the RevWood launches are really going to take off.”
Kyle Sneed
Contractor’s Carpet and Flooring
Williamsburg, Va.
PURETECH
“I really like the PureTech line; its features and how it’s made from recycled plastic. The product resonates well with our customers, especially because of the pet scratch warranty. Many of our customers have dogs, so a product that protects against pet scratches is very appealing to them.”
Amy Reynolds
Parran’s Flooring Center
Leonardtown, Md.
PERGO EXTREME
“The Pergo Extreme WPC products that are out now really stood out. I mean, the visuals on that product are incredible. Mohawk did a really great job on them.”
Brett Bentz
Harrisburg Wall & Floor
Harrisburg, Pa.
EDGE ALIGNED STORES
“I spent a lot of time talking to the team from Edge Aligned Stores, and we’re really happy with what we signed up for at the shows last year. However, we realized we weren’t taking full advantage of it, so they walked us through so we can maximize our benefits. So, this year will be even better.”
Jvohn Yavari
Carpetland
Springfield, Va.
SMARTSTRAND COLOR WALL
“The things that stood out for me were the SmartStrand Color Wall and the new PureTech flooring introductions. The SmartStrand Color Wall has been a success in my store, and I’m excited to get the updates. The new PureTech colors were great, and I also look forward to getting the new PureTech scratch demo in my store. As an Edge partner, having an Omnify website has helped my store’s online presence.”
Doug Mosher
Custom Carpet & Vinyl
Chesapeake, Va.
“The product that stood out to us the most was the revamped SmartStrand Color Wall with the new Pur-Ease technology. I think that, if correctly marketed by Mohawk, could be an absolute game changer in carpet for us. Because of the Asthma & Allergy certification, I believe this is something that will resonate with consumers. Probably the No. 1 reason consumers reject carpet is because someone in the home has asthma or allergies. They decide they don’t want carpet because of a preconceived notion that it’s bad and unhealthy. So, the certifications and the technology on the new Color Wall updates is potentially going to be a huge item for us.”
Tom Hefner
About All Floors
Douglassville, Pa.
“Some of the new carpet introductions went with heavier, denser ounces. So now we have options. I think it was a 70- or 80-oz. carpet they have now, and the heavier ounces are something Mohawk has been missing for years. Now we have another option for consumers to go after and buy. The SmartStrand Color Wall update was done nicely. We’re impressed with the three different levels of ounces offered on the Color Wall now. The new colors are also keeping up with the trends in the market. Flooring is a fashion-driven industry, and Mohawk is doing a really good job of keeping up with that.”
Brett Bentz
Harrisburg Wall & Floor
Harrisburg, Pa.
“For me, the new SmartStrand Color Wall updates. Mohawk made a lot of improvements that we were asking for. When the Color Wall originally came out, they asked a lot of questions about what we liked and what we didn’t. They made some positive changes, including adding a third weight option. That was one of the pluses.”
Charles Platt
Elkton Carpet & Tile
Elkton, Md.
WORRY-FREE HARD SURFACE DESTINATION
“I’m excited about the new Worry-Free Hard Surface Destination. I’m going to switch over my hard surface products to the new destination. I think the waterfall will show the products much better. I’m a big fan of RevWood, so I’m switching over all my RevWood to that. Being able to see all colors and styles at once will help our sales team and customers a lot.”
Sonja Betts
Owner, Early’s Carpet
Amissville, Va.
