Article Number : 1699 |
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| Date | 1/26/2007 7:58:07 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=1699 |
| Abstract | By Matthew Spieler (Editor’s note: This is the second in a series of articles highlighting the many products and programs Mohawk Industries is rolling out in 2007. The first was an overview based on what it was showing at its regional meetings (FCNews, Dec. 25, 2006)... |
| Article | By Matthew Spieler (Editor’s note: This is the second in a series of articles highlighting the many products and programs Mohawk Industries is rolling out in 2007. The first was an overview based on what it was showing at its regional meetings (FCNews, Dec. 25, 2006). This and future stories will focus on specific products, displays and programs.) Hicksville, N.Y.—To kick off 2007, Mohawk Industries is introducing more than 50 products in the Aladdin, Horizon and Wunda Weve lines that officials say not only cover a broad range of price points, but cover the spectrum of style, merchandisability and consumer appeal as well. Mike Zoellner, Mohawk’s vice president of marketing services, said the company paid a great deal of attention to create products that fill dealers’ needs within individual collections as well as the total offering, from the first SmartStrand PTT in an Aladdin product to a new, softer version of SmartStrand with DuPont Sorona polymer. For Aladdin, numerous products have either been added to or replaced existing collections. One of the most notable is the replacement of Kid Proof with a new collection, Complete Confidence, which showcases a series of products featuring SmartStrand PTT fiber. Aladdin’s Fashion Avenue is getting three pattern loop berbers added. “Universal Charm, Classic Delight and Timeless Allure offer upscale looks not found in mid to lower price points.” All three feature PermaStrand BCF olefin with Scotchgard Protector and Stain Release. Six products have been added to Room By Room. Zoellner noted some of them, such as Endless Escape and Au Naturel, are overall pattern loop products in Mohawk UltraStrand Lisse soft nylon and “offer exceptional style not offered before in the Aladdin line. In addition, Cabrillio Point marks the first time a California Cable Shag has been offered in Aladdin.” The Home and Office collection also received six new products. Plus, the top styles in the line are now part of a quick ship program designed to provide dealers with up to 500 square yards of a product within five days, or up to 1,000 square yards within 10 days. The Horizon brand was given an array of new styles which cover a broad spectrum of design options and play off the moniker’s “flexible style” message. New Generation featuring Mohawk SmartStrand fiber made with DuPont Sorona polymer has been one of the company’s strongest product introductions ever. To keep the momentum going, five products have been added to the line. Horizon’s Creative Spaces collection gets 11 new products. While a number of them are also offered in the Horizon Wear-Dated Innovations Collection, which was first debuted in summer 2006, four are brand new. Finally, the Wunda Weve line continues to stress “affordable luxury” with its new offerings. Last year, a unique loop cutloop (LCL) style that featured an extra level of texture was introduced into the brand. For 2007, four products have been added to the line. The products—Believe, Dream, Create and Reflect—are constructed with either Stainmaster Ultra-Life Tactesse soft fiber or Wear-Dated Durasoft nylon and feature Mohawk’s OptiBack premium backing. DreamWorks is a new precision cut and uncut product in Stainmaster Tactesse that Zoellner said provides style and fills in a key price point opened by changes in other products. Other products being added to the Wunda Weve brand include Living Well, a cut pile frieze in Tactesse; Marciano, a cut pile thick/thin shag with a heavy hand made with Wear-Dated Durasoft nylon featuring Scotchgard Protector ART; Palmilla, a cut pile frieze made of Stainmaster Xtralife fiber; Desert Night, which is a step up product with a higher face weight; and Casual Allure, a thick/thin cable in Wear-Dated Durasoft nylon with Scotchgard ART. To learn more about Mohawk’s new soft surface products for 2007, call 877.275.6642. |