After more than 16 years of bringing solutions to the market with SmartStrand, Mohawk will keep innovating its most successful carpet brand’s line-up in 2022.

Since its introduction in 2005, SmartStrand carpet has been installed in more than 11 million homes—and counting—largely due to its tested and proven features and benefits:

• Extraordinarily Clean. SmartStrand offers extraordinarily cleanability and permanent stain resistance, resulting in fewer customer claims.

• Exceptionally Durable. Exceptional durability preserves the style, beauty and appearance while offering customers the confidence they can only get from the most recognized name in carpet.

• Environmentally Friendly. Made in part from annual renewable plant-based ingredients, SmartStrand makes it easy for retailers to connect with their environmentally conscious customers.

In addition, SmartStrand Silk adds superior softness to the mix. Each strand is packed with 700 silk-like, stain-resistant fibers. That is three times more individual fibers than found in traditional carpets—making it a soft and luxurious choice.

Both SmartStrand and SmartStrand Silk include Mohawk’s exclusive All Pet® Protection, the most comprehensive pet warranty in the industry covering all pets, all accidents, all the time.

Fashion Meets Performance
“Most of the market recognizes SmartStrand’s solid performance,” said Denise Silbert, vice president of marketing, soft surface. “But now, more than ever before, a product’s fashion story is critical when selling carpet. With carpet moving from a whole house purchase to a single room purchase, consumers are getting more adventurous with their choices and selecting products that really fit their style. We recognized this gap in the market, and, to help retailers sell more SmartStrand, are featuring select products on a brand new merchandising display.”

SmartStrand patterns offering visual interest will be included in a new “Fashion Meets Performance” merchandising display this year.

Mohawk’s “Fashion Meets Performance” display will group a variety of products with visual interest in one place. SmartStrand’s featured offerings include popular patterns and designs that will draw consumers in so that an RSA can build upon the fashion and performance story.

“SmartStrand has something for everyone,” explained Jamie Welborn, vice president of product management, soft surface. “The display is set to attract. Once a consumer is interested, the RSA can reinforce SmartStrand’s difference, including reinforcing its environmental impact.”

Believe in the Best Back
SmartStrand is also expanding with limited styles featuring Mohawk’s new ReCover Backing Technology, checking all the boxes for pet, family and environment-friendly carpet.

“SmartStrand with the ReCover Backing System is an amazing new innovation that was created to target consumers that are aiming to be environmentally conscious,” said Jamie Welborn, vice president of product management, soft surface. “A lighter weight, recyclable carpet backing, this product creates the smartest solution for their homes and makes the carpet useful even after they’re done with it.”

• Environmentally Friendly. ReCover backing makes SmartStrand 100 percent recyclable and reusable at the end of the carpet’s first life. Its fiber is made in part from renewable plant-based materials. ReCover is hypoallergenic and latex free, and it will not absorb moisture that can lead to mold and mildew growth.

• Easier Installation. ReCover backing allows SmartStrand to be 30 percent lighter in weight than traditional carpet, creating a product that is easier to handle during install. Additionally, the soft back will not scratch walls or baseboards during installation.

• Lifetime Backing Warranty. Additionally, ReCover helps preserve the style, beauty and appearance of SmartStrand. SmartStrand with ReCover backing is guaranteed to never have a warranty claim for delamination, and it is dimensionally stable.

“ReCover backing can help retailers attract the growing millennial market, where sustainable solutions are increasingly important,” explained Denise Silbert, vice president of marketing, soft surface.

ReCover backing is also pet-friendly and does not break down from pet accidents, adding to SmartStrand’s reliable reputation.

Retailers can promote SmartStrand with ReCover Backing Technology through a new blanket display. Designed with the consumer in mind, these displays will drive traffic in store.

For more information on SmartStrand and its latest innovations, visit MohawkToday.com or speak to your local sales representative.

About Mohawk
Mohawk Industries is a leading global flooring manufacturer that creates products to enhance residential and commercial spaces around the world. Mohawk’s vertically integrated manufacturing and distribution processes provide competitive advantages in the production of carpet, rugs, ceramic tile, laminate, hardwood, stone and vinyl flooring. Our industry-leading innovation has yielded products and technologies that differentiate our brands in the marketplace and satisfy all remodeling and new construction requirements. Our brands are among the most recognized in the industry and include Mohawk, American Olean, Daltile, Durkan, IVC, Karastan, Marazzi, Pergo, Unilin and Quick-Step. During the past decade, Mohawk has transformed its business from an American carpet manufacturer into the world’s largest flooring company with operations in Australia, Brazil, Canada, Europe, India, Malaysia, Mexico, New Zealand, Russia and the United States.

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