Tile With Style:  Dal-Tile Partnership Gives Property Owners Remarkable Choice

Mohawk dramatically changed its presence in the ceramic tile business when it acquired Dal-tile and American Olean in 2003.  Dal-Tile is the largest manufacturer of ceramic tile in North America, and it offers a complete, highly successful multifamily program. 

Because of this, Mohawk uses Dal-Tile as the lead brand for marketing to multifamily housing.

“Dal-Tile occupies the brand position in tile that Mohawk has in other flooring categories,” noted Larry Brookshire, Mohawk’s Senior Vice President of Builder and Multifamily Markets.  “Since Dal-Tile is the most specified builder brand, we saw taking advantage of this brand as the best approach to properly servicing our multifamily customers.”

Dal-Tile offers the most comprehensive product line in the ceramic tile industry, including glazed and unglazed floor tile, glazed wall tile, glazed and unglazed ceramic mosaic tile, porcelain tile, quarry tile, stone products and installation products.

One new tile technology can allow multifamily projects to have floors that realistically mimic the look of natural stone.   In 2009, Mohawk launched its first ceramic product using Reveal Imaging™, an imaging design process that creates one-of-a-kind realism.  Reveal Imaging works by scanning high resolution images of stone into a computer-controlled printer.  The printer then applies ink droplets onto tiles with exact precision, giving each piece a three-dimensional appearance.

Reveal Imaging provides unmatched color definition, detail and veining for the most realistic emulation of natural stone.  The pattern rarely repeats. 

For example, one glazed porcelain style, Novara, uses the technology to emulate the timeless characteristics found naturally in marble and travertine stone.  It offers luxury and richness that can be subtle and refined—or striking and bold.  Novara is available in floor and wall tiles, with complete trim and decorative accent packages that provide a custom look no matter where it is installed. 

A second new style, Cardenas glazed porcelain, provides natural beauty with a more rustic stone visual.  It uses Reveal Imaging to produce a color palette that ranges from cream and beige to deep mocha and golden hues. 

“Tile is a product that has been proven to provide additional leasing power in multifamily applications,” said Brookshire.  “With Mohawk’s new technologies, property owners have the ability to provide new looks and new appeal.  And Mohawk can provide support and supply stability through the Dal-Tile partnership.”

To learn more, visit www.mohawkflooring.com or www.daltile.com. 

Congoleum Program Increases Flexibility, Creates Value Options

As a Congoleum distributor, Mohawk offers a multifamily-tailored collection of Congoleum vinyl products with in-stock, ready-to-ship options for any job.  Mohawk can even provide products such as DuraCeramic, recognized as an alternative for people who like the look of tile but want something more comfortable and affordable.  DuraCeramic is warmer and more inviting underfoot, and its limestone composite construction resists cracking.  Tiles can be installed with or without grout, and the product is extremely durable and easy to maintain. 

 

 

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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, Columbia, Century, 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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