MOHAWK ROLLS OUT NEW CUSTOMWEAVE BOUTIQUE IN STYLE

WITH NATIONAL SALES EVENT

DALTON (May 21, 2009)--Across the country, Mohawk Floorscapes dealers are in the process of introducing one of their most powerful product collections to their customers:  The all-new CustomWeave Boutique.  And Mohawk is supporting them with a Grand Opening Sales Event that runs from May 31 to June 27.

CustomWeave is recognized as one of the most elite names in the carpet industry, and Mohawk revitalized the brand in 2009 exclusively for Mohawk Floorscapes retailers.  The new product collection features an innovative and dynamic, elegant set of colors, styles, and patterns. 

The new CustomWeave Boutique is a “store within a store” selling system that allows retailers to appeal to fashion conscious shoppers—and step up consumers who are prospects for buying better quality merchandise.

“There’s nothing in the industry quite like it,” said Manny Llerena, Vice President of Retail Marketing for Mohawk.  “Mohawk research shows that 42% of all customers that walk into a flooring store are looking for what CustomWeave offers.  This is a tremendous opportunity for building profitability with a designer-grade collection.  The majority of Mohawk Floorscapes dealers made a major commitment to CustomWeave by adding our boutique to their stores, and we’re helping them roll out the brand in style through this national sales event.”

Taniya Nayak, designer on HGTV’s “Designed to Sell” is Mohawk’s celebrity spokesperson for CustomWeave, and will be representing the brand in advertising, online and in-store appearances--just to name a few. Some dealers have already hosted private viewings of the CustomWeave line for the interior design community, with strong success.

Llerena said the CustomWeave Grand Opening Sales event will include:

1.       A Sweepstakes Offer featuring a $10,000 Room Makeover with Taniya Nayak.   The winner will receive a home visit from Taniya Nayak and will work with her on a complete room re-design.

2.       A retailer rebate program that allows stores to fund store advertising for the grand opening sale or offer one of two consumer purchase incentives:  a $3.00 per yard consumer rebate or free carpet cushion on CustomWeave installations.

3.       A special consumer finance offer that includes a deferred interest incentive and a dealer buydown.

4.       Specialized web content that dealers can link to their store websites to explain the value of Mohawk CustomWeave products, show the CustomWeave product line, and even feature a 60-second commercial on CustomWeave.

5.       A custom ad package, with a TV spot customized by Taniya Nayak, a direct mail letter from Taniya, a newspaper ad, direct mail, plus in-store POP.

“The CustomWeave Boutique will be a focal point in Mohawk Floorscapes stores,” Llerena said.  “This event is designed to give this important new selling tool an exceptional introduction.”

The Mohawk CustomWeave collection is available exclusively to Mohawk Floorscapes retailers in 2009.  To see an introduction to the collection by Taniya Nayak, visit the Mohawk Flooring website at http://www.mohawkflooring.com/taniya-nayak.

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Mohawk is a leading supplier of flooring for both residential and commercial applications. Mohawk offers a complete selection of broadloom carpet, ceramic tile, laminate, wood, stone, vinyl, rugs and other home products. These products are marketed under the premier brands in the industry, which include Mohawk, Karastan, Ralph Lauren, Lees, Bigelow, Dal-Tile, American Olean and Quick-Step. Mohawk's unique merchandising and marketing assist our customers in creating the consumers' dream. Mohawk provides a premium level of service with its own trucking fleet and over 250 local distribution locations.

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