Ahead of the much-anticipated 2027 Mohawk Edge Summit, Edge retailers are getting their first glimpse of the latest line extensions to several top-selling Mohawk laminate and hardwood offerings. It’s all about giving dealers more ammunition in the battle to seize market share in a hyper-competitive hard surface market.
With the new laminate offerings, Mohawk is actually adding by subtracting. In a move to streamline the overall lineup and simplify selling strategies for RSAs, the company has reduced the total number of RevWood collections from four tiers to three—RevWood Select, Plus and Premier. However, those remaining tiers will be enhanced with even more trendy patterns and designs.
“In laminate, we’re not just adding SKUs—we’re curating a portfolio that reflects where the market is going,” said Charles DiSano, president of the wood, laminate and accessories business unit at Mohawk. “Specifically, for 2027, we’re focusing on expanding our RevWood offering to include longer/wider formats. We’re trying to help us and our partners attack the higher end of the market with a format that we know consumers continually are asking for more and more.”
To that end, Mohawk plans to introduce Sonora Rise, its newest RevWood Plus style. Measuring 9 7/16 inches wide x 80.5 inches long, the new plank format—the widest RevWood board to date—is designed to make a bold statement in the home. “It’s a nice, big plank,” DiSano said, “and it’s designed to capture the aesthetic shift with an emphasis on cleaner visuals. It features our GenuEdge press bevel technology along with All Pet’s lifetime scratch and stain warranty, our WetProtect water warranty and our Uniclic locking mechanism that installers know and trust.”
Beyond the new longer/wider planks, the latest RevWood extensions also reflect the broader color shift in the market. “We’re moving from lighter tones to more medium tone browns, which will help complement our current RevWood portfolio,” DiSano explained.
For Mohawk, though, it’s not just a spec change and color line extensions. “Rather, it’s a positioning move that gives our retailer partners a more premium story to tell on the sales floor,” DiSano said. “At Edge Summit, retailers will see how we communicate that story.”
Karastan expansion
RevWood isn’t the only Mohawk collection that’s getting a shot in the arm. The popular Karastan BelleLuxe Waterproof line is also being expanded with Merriweather Estate, a European white oak visual launching in several fashion-forward colors to align with current design trends.
Launching in a 12mm-thick format, Merriweather Estate will also feature Mohawk’s All Pet lifetime scratch and stain warranty as well as Wet Protect. For added visual realism, Merriweather Estate features Mohawk’s Signature Technology, along with its GenuEdge XR technology—the deepest, most realistic bevel Mohawk offers, according to DiSano.
“Karastan BelleLuxe Waterproof remains the premium tier of the laminate portfolio,” DiSano said. “Our retail partners and our consumers have been asking for product that looks and feels like real hardwood, and that’s exactly what we’re excited to deliver.”
Engineered wood launches
In addition to new laminate visuals and platforms, Mohawk is updating its offerings on the engineered wood side of the business. Specifically, the TecWood line is being expanded with two exotic colors in Acacia and four colors in high-character maple (TecWood Plus).
“We are moving away from the super-clean visuals and leaning hard into movement, texture and true wood character,” DiSano explained. “These truly are beautiful and unique visuals, and we’re excited to bring these to market. It’s all about giving retailers specific and intentional additions. ”
In the Karastan line, the BelleLuxe Naturals collection gets Augustine Square, which continues the character theme with splits, knots and texture. Mohawk is also adding some darker colors to its existing style, Gulf Estates, in both standard and herringbone formats to round out the overall color palette.
“These are some really high-end looks in the Karastan lineup,” DiSano said. “They’re really going to bring some movement into our engineered wood collection that our customers have been asking for.”
Retailers react
Edge retailers who previewed Mohawk’s new wood and laminate products during a recent Edge Council meeting were thoroughly impressed with the latest offerings.
“Mohawk hit a home run with the new color design and styles in Sonora Rise (RevWood Plus),” said Brett Bentz, owner of Pennsylvania-based Harrisburg Wall & Floor Covering. “This will surely be a top seller for 2027.”
Aaron Johnson, president of Johnson & Sons Flooring, Knoxville, Tenn., concurred. “I’ve been really impressed with what Mohawk has previewed for 2027. The new RevWood and Karastan introductions have a much more natural, authentic wood look, and I think the colors and visuals are right in line with where our customers are heading. Sonora Rise in particular gives us another strong RevWood Plus option that combines the look customers want with the performance they’ve come to expect from RevWood.”
Johnson also feels Mohawk hit the mark with the new Karastan rollouts. “I think the new BelleLuxe introductions do a great job of giving customers a more elevated, premium look while still offering products we can confidently sell on the showroom floor,” he added. “Overall, I think Mohawk has done a great job of giving Edge retailers products that are both exciting to show and very sellable.”
Bentz and Johnson are not alone. Tom Heffner, president of About All Floors with locations in Douglassville and Wyomissing, Pa., is equally impressed. “I’m very excited about Sonora Rise from the RevWood Plus line,” he said. “At 10mm thick with GenuEdge, and the All Pet Warranty, it’s going to be an absolute lifesaver—and a top seller—for busy families with pets.”
Ditto for the Karastan brand. “Karastan is also launching some strong introductions,” Heffner added, citing Merriweather Estate from the BelleLuxe Waterproof line. “It has a beautiful oak look and comes in some great, warm colors. They’re also introducing Augustine Square in their TecWood hardwood line. It’s a 9/16-inch-thick x 7.5-inch-wide European Oak with a ton of character. I think all of these will be a massive hit in our showroom, and Mohawk’s new introductions are sure to steal the show at Edge Summit.”
