MOHAWK LEVERAGES EXCLUSIVE SMARTSTRAND® ULTRA™ BRAND AND NEW PRODUCT OFFERINGS TO DRIVE TRAFFIC TO THE ALIGNED AND INDEPENDENT RETAILER

 

ALTON, Ga. Dec. 1, 2011— Mohawk is broadening its successful SmartStrand® with DuPont™ Sorona® product platform to further differentiate the industry’s most innovative carpet. SmartStrand® Ultra™ with DuPont™ Sorona is the only carpet with built-in stain and soil resistance that will never wear, wash off or diminish over time, and SmartStrand Ultra is only for Mohawk aligned and independent retailers.

 

“The success of SmartStrand has been phenomenal, but it’s time to take it to the next level and create a SmartStrand product platform exclusively for Mohawk’s aligned and independent retailers,” said Tom Lape, president of residential and commercial at Mohawk. “SmartStrand Ultra reinforces the ultimate in performance and gives the local retailer a real, competitive edge.”

 

Lape says the most current trend-driven designs will be exclusive to the SmartStrand Ultra brand, and therefore only available to Mohawk aligned and independent retailers. Mohawk is introducing numerous new SmartStrand Ultra offerings at the Solutions 2012 convention, which include the most sought after patterns and textures that today’s consumers demand.

 

“These are superior offerings and they will drive traffic to the local retail flooring store,” added Lape. “Today’s consumer is savvy about fashion and design, but she is value-focused, so she will not sacrifice stain and soil resistance or durability. SmartStrand Ultra is the perfect way to satisfy all of her needs.”

 

In addition to its cutting-edge fashion and design, the SmartStrand Ultra program offers Mohawk aligned and independent retailers many exclusive enhancements that will further differentiate their local retail store. SmartStrand Ultra boasts a best-in-industry warranty and is supported by superior merchandising and expanded marketing support.

It’s also important to point out that SmartStrand Ultra has all of the unique advantages of SmartStrand carpet. It provides superior durability and softness, giving consumers both peace of mind and comfort. SmartStrand Ultra has built-in stain and soil protection, meaning no topical treatments are applied and the protection will never wear, wash off or diminish over time. Maintaining the carpet is easy, as it cleans with just water. Because it’s made in part from renewable resources, SmartStrand Ultra is environmentally friendly.

 

“Best of all, SmartStrand has the highest level of consumer satisfaction,” said David Duncan, senior vice-president of marketing. “This should give retailers full confidence when they’re selling SmartStrand Ultra to their customers.”

 

Mohawk remains committed to the Smart Living™ Merchandising Program, which will be updated to showcase the new SmartStrand Ultra product offerings. According to Lape, retailers have had unprecedented success with Smart Living’s three unit modular display, as it has created a destination in the retailer’s showroom that draws the customer into the SmartStrand story. In addition, Smart Living’s take-home sample system has made shopping for carpet fun and even easier for the consumer.

 

“The Smart Living display looks great in the retailer’s showroom, but more importantly, it helps consumers make the right choice,” explained Lape. “Every Mohawk retailer will tell you a satisfied customer means repeat business, and that’s why we are continuing to invest in the Smart Living merchandising system and tailoring it for the SmartStrand Ultra program.”

 

To help Mohawk aligned and independent retailers capture more sales, Mohawk is supporting the SmartStrand Ultra launch with new co-op earnings, customizable advertising and marketing materials, as well as retail sales associate incentives. Retailers should visit www.MohawkToday.com to take full advantage of all of these offerings after the Solutions 2012 convention.

 

 

 

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Mohawk is a leading supplier of flooring for both residential and commercial applications. Mohawk offers a complete selection of carpet, hardwood, ceramic tile, laminate, stone, vinyl, rugs and other home and business products. These products are marketed under the premier brands in the industry, which include Mohawk, Karastan, Columbia, Century, Dal-Tile, American Olean, Quick-Step, Lees, Bigelow and Durkan. 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.