Phoenix—With more than 200 of its larger dealer and distributor customers in attendance, Mohawk Industries strutted its stuff by displaying its new product offerings during the 2003 Dealer Product Premiere convention here at the Biltmore Resort & Spa. Taking place from Dec. 5 to 8, retailers and wholesalers from across the country got a chance to see what new products and programs Mohawk had to offer, plus network and learn from one another as well. Several buying group executives were also on hand to get a first-hand look at the introductions and, with a 37,000-sq.-ft. pavilion tent sent up in front of the hotel, at tendees had plenty of room to stroll up and down the aisles to check out the merchandise.

“Dealers appreciate our Product Premiere event because they can view our full assortment of flooring products in one area,” said Ed Williams, senior vice president of marketing. “They also get to in teract with each other and exchange ideas, and that is a valuable benefit.” Williams noted, the event allows Mohawk to listen to dealers. “This is important because it allows us to consistently improve all products and services brought to market. It’s definitely a two-way street. We listen carefully to these retailers and look forward to their input because they are our biggest customers and we value their viewpoints which allow us to fine tune good products into great ones. That makes our convention a great resource for us as well as our dealers.”

Among the products Mohawk had fine tuned for their customers—retailers and wholesalers alike—was its hardwood product lineup, noted Bob Weseman, vice president of the mill’s hard surface division. Going into 2003, he said, the company is making some significant product line changes, with a stronger emphasis on Longstrip products, careful attention to tailoring product lines to accommodate regional markets, and expanded colors for its popular Northern Forest collection. “We have worked very hard this year getting products like Long-strip and Northern Forest into dealers’ showrooms, and the products are doing very well. What we’ve done now is look at the retail success of our lines, and further develop them so they maximize dealer profits.”

That means customizing product lines to account for regional differences in color preferences and subfloor requirements. “Where red oak dominates, our retailers will cover the spectrum with red oak choices. Where consumers want exotics, our dealers will have them. Where markets are changing, we’ll have the colors a dealer needs to succeed.” Weseman noted, Mohawk has expanded its Longstrip offerings to include new styles in builder price points, traditional finishes and exotic species. “This has proven to be a very important product to many dealers, and now we have expanded its reach.” A new Longstrip display that complements the existing Mohawk Hardwood display is also now being offered. The focal point of the Longstrip offerings is Natural Inspirations, which features Mohawk’s exclusive DuraLoc LS system and innovative CrystalShield Ceramica finish that promises exceptional wear.

The Northern Forest Collection, well received at Surfaces 2002, has been given some enhancements, with new exotic colors to broaden the line. “They’ve got many up and coming introductions in the hard surface category,” said Bob Eisner, president and CEO of Certified Carpet Distributors in Pittsburgh. “The Longstrip with the exotic look is real sharp. They’ve got some exciting wood and laminate looks here. We haven’t even had a chance to see them all.” Mohawk’s hard surface products wasn’t the only thing that impressed Eisner at the show. “I’ve seen some really great carpet lines as well. There are about 15 to 18 broadloom products that are new and feature the soft yarns which are very nice. They even have a 22-oz. olefin which is the same price as the 20-oz., which I think is pretty sharp. And the presentation by Sam Allman was a big highlight of the convention for me as well, especially his discussion on branding.”

Eisner also noted, Mohawk knows how to treat its customers. “This place is beautiful. This event has been a great time to meet people and meet the heads of the divisions. I’m a relationship-type buyer and I continue to support the people who support me and help me and Mohawk is one of them.” “Mohawk does an outstanding job with this show,” said Don Wohlfarth Sr., president and CEO of Bayard Sales, who was particularly impressed by a presentation given by Jeff Lorberbaum, Mohawk’s president and CEO. “I thought it was right on, both about the industry and the economy. Sam Allman did a great job as well. “As far as products go, I think Mohawk hit some things that were right on, especially for the Northeast,” he explained.

“Last year, I think its colors were more geared to the West Coast, with pastels. There wasn’t the flair colors we need in the Northeast. Almost everything we’ve seen at this show, both residential and in the Berber fields, were colors that we need here. We’ve seen some items that are definitely going to fit into our program.” Along with its hardwood and carpet introductions, another highlight of the convention was Mohawk’s laminate offerings. “Reports indicate that the work we’ve done this year with our laminate products is paying off,” said Weseman. For 2003, the mill has expanded its pre-glued products, a new natural stone design collection, and new looks throughout its lines. “We’ve expanded the use of DuraLoc Plus, our pre-glued installation system,” he said. “This gives consumers extra assurance and more options for making sure the laminate installation is right for the traffic level and use involved.” Mohawk’s Paramount, Heritage and new Laurel Creek lines all feature the DuraLoc Plus system.