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Article Number: 24645
EverStrand Targets Style-Driven and Eco-Conscious Homeowners
CALHOUN, Ga. Feb. 22, 2024—To help retailers target style-driven and eco-conscious homeowners, Mohawk is adding 11 new styles to its EverStrand line and launching a brand-new marketing campaign.

“Sixty-nine percent of consumers interested in getting new carpet worry about the amount of plastic waste in our oceans and landfills,” said Denise Silbert, Mohawk’s vice president of marketing, soft surface. “Every square foot of EverStrand carpet helps reduce plastic pollution and makes the planet a better place. We think that is a step in the right direction.”

The campaign, “A Step in the Right Direction,” highlights EverStrand’s key selling points:

Sustainable Choice
EverStrand is manufactured in the USA using Mohawk’s Continuum process, the ultimate innovation in PET carpet. This patented process uses post-consumer recycled content, diverted from landfills, and transforms it into premium PET.

“The numbers are astounding, with some 35 billion plastic bottles reportedly thrown away each year,” explained Silbert. “Fortunately, we divert an average of 6 billion bottles annually and turn them into durable and inherently stain-resistant carpet.”

Stain Power
Featuring PET fiber, EverStrand is inherently stain resistant. Additionally, EasyClean stain and soil protection provides fast and convenient cleanup.

Style Forward
EverStrand provides a wide variety of trend-right design, pattern and color options for today’s style-driven consumer.

“Our new product introductions will include textural patterns and more refreshed colors,” said Thomas Kilgore, Mohawk’s senior product director, soft surface. “We want to showcase a circularity in design. We have invested in Continuum to enhance our products while staying committed to our sustainable practices.”

The recycling-focused campaign, “A Step in the Right Direction,” will be supported online and in store including Edge Local Advertising and Ad Center assets.

For more information about EverStrand, visit mohawktoday.com or speak to a local Mohawk 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, Performance Accessories, 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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