Colorado Springs, Colo.—In today’s fast-paced society, there are not many consumer brands that have lasted for 75 years. Fewer still are the number of floor covering names that have been able to sustain themselves for this length of time. Karastan is one of those handful, and as the brand most associated with high-end carpet and rugs approaches its diamond anniversary, it is getting a jolt of electricity. At its recent dealer showcase here, company officials told and showed the approximately 225 retailers they are refocusing their efforts on the Karastan brand. This will be done with new products and programs—not by expanding the number of Karastan storefronts, they emphasized.

“Expanding the distribution of the brand dilutes the name,” explained Monte Thornton, president of Mohawk Industries’ Carpet Group, Karastan’s parent. “So we do not plan on increasing the number of Karastan eligible dealers. In fact, we may even decrease it. The goal is to help the dealers we have sell more product at better margins.” To do this, he said the company will “focus on how our brand, in combination with each dealer’s local store brand, is the key to a successful future.” David Duncan, Karastan’s vice president of marketing, added, “We are dedicated to continue to strengthening our relationship [with our dealers], as together we build on the foundations of the past, the success of the present and the potential of the future.”

Thornton said one of the ways the company is focusing more of its efforts on Karastan is by “intensifying what our sales reps offer. We’ve narrowed their territories so they can work more intimately with each dealer. “Each retailer is different,” he explained, “and the goal is to fit the right products with his business. The Karastan territory manager now has the broadest portfolio of value-added products with which to do that.” When it came to products, Mohawk went out of its way to give dealers the goods they have long been seeking. “This is, by far, the largest Karastan new introduction offering ever,” Thornton said.

All told, 40 carpet products were unveiled in the Karastan and CustomWeave lines, along with an array of modern and traditional rugs most dealers had yet to see. CustomWeave has been recently placed under the Karastan umbrella as the brand’s contemporary styled line. The products feature a mixture of premium wool and branded nylon goods. The wool carpets, made from New Zealand Wool, feature the “classic” Karastan look and feel—high quality, luxurious and sophisticated styling. As for the nylon products, Karastan took advantage of the category’s hottest trend, soft fibers. “This is the fastest growing segment of the industry,” Duncan noted.

In addition to Karastan and CustomWeave branded goods, six products have been added to the Ralph Lauren collection. These carpets fill a void in the line. “There was only a few textured nylon carpets in the collection,” Duncan said, “so we rounded it out with these exclusive styles.” Also, two display systems—an idea center and a boutique concept—were introduced. The boutique was specifically created for Karastan Premier dealers and is designed as a store-in-store concept. Jim Winn of Prestige Carpet acknowledged, “In the last three to four years, Karastan has needed a push on products. My hat’s off on the styling with these new products. They stepped it up and really rejuvenated the line.

This includes doing a great job with the new Custom-Weave products” Olga Robertson of FCA Network noted, “Everything is right on target, the presentation, the product; it was well worth the trip.” Clyde Cumbie of Carpet Exchange was “surprised with how well done the products are—they are not the same old me-too type of designs.” The new focus on Karastan goes beyond new products and displays, Duncan said, noting how the company has put together programs and systems all centered on the brand.

For example, a carpet cushion bearing the Karastan name is being made available for the first time. “This is something that has been asked for quite a bit,” he noted, “but until now it has been impractical.” Karastan pad is being made exclusively for Mohawk by Sponge Cushion Industries. The high performance underlayment works with both tufted and woven carpets. “So now,” Duncan said, “a dealer can sell a complete Karastan flooring system.” A store can truly tie into the brand concept, he added, by taking it to the next level. In other words, “An authorized Karastan dealer can sell a Karastan carpet and pad and have it installed by a certified Karastan mechanic.”

“We are one company with one vision,” said David Hardy, vice president of Mohawk’s Home Group. “One company, once vision, one voice and one message. Karastan is the crown jewel in Mohawk’s portfolio. We have re-launched, re-vitalized, rejuvenated and re-energized the brand, but, we can’t do it without our dealers.” As Al Ries, the convention’s keynote speaker told attendees, “Karastan is the most powerful carpet brand, but your store is also a brand and, most likely, a strong one in your local market.

So, together, you have a powerful combination if used effectively.” Just as Mohawk is doing with Karastan, he told dealers to concentrate their efforts on building and promoting what makes them different and better than the competition. “Don’t worry about appealing to everyone—you can’t have everything. Remember, high dollars work, low dollars work; high service works, no service works; the trick, be first and/or different from your competition.” One final bit of advice, “The secret of success is to do what the successful people/companies did before they got that way, not after.” —Matthew Spieler