Dalton—Since getting into the laminate business a few years ago, Mohawk Industries has maintained it is fully committed to the category. It’s newest addition to the segment, according to company executives, is proof how “Paramount” the mill believes laminate products are to a flooring dealer’s product mix. Paramount is the company’s new premium line and features various construction attributes to give its the look, feel and sound of a real hardwood floor. “This line was designed to broaden the market to reach consumers who in the past may have only considered hardwood or other hard surfaces,” explained Bob Weseman, vice president of Mohawk’s hard surfaces division. “Walk across the product and you won’t believe your ears—it really sounds like hardwood.” This is achieved, he explained, by using a thicker profile—12mm—than traditional laminate floors. “It is also heavier, so when consumers pick up a sample of Paramount along with another laminate product, they will notice the difference. For many people, the difference in weight means the product has more value.”

In addition to the thicker profile, Paramount features a number of special features designed to make it a top-line laminate floor, including the new DuraLoc Plus installation system, Guardian-Shield finish, Sound Inhibitor underlayment and WaterGuard 6. “Paramount truly broadens the appeal of laminate flooring,” he added, “particularly at the upper end.” Dewevai Buchanan, Mohawk’s hardwood and laminate product manager, said DuraLoc Plus is the mill’s newest glueless installation system and was designed to virtually eliminate seams while providing for a quick and easy install. It utilizes a horizontal locking method.

And, even though it is a glueless system, it does not mean the product is glue-free. The plus in DuraLoc Plus stands for the fact each plank comes with a pre-applied adhesive. The planks are treated inside the groove with a glue that is activated by moisture. To activate the adhesive, the professional installer moistens the tongue with the special DuraLoc Plus Applicator which regulates the amount of water applied. “It is very easy to work with,” Buchanan explained, “especially in tight places. And, it provides the best of both worlds—the fit of a glue installation with the speed of a locking installation. Once the adhesive is activated, it provides a permanent bond which means even more seam security for high traffic or commercial installations.”

The new GuardianShield is a process which gives a multiple wear and finish layer that carries an A4 rating. “This means it provides enough durability for commercial installations and greater flexibility than typical laminate products,” he noted. Each of the seven initial designs in the collection also feature Sound Inhibitor, a factory attached underlayment designed to deaden sound. “This not only eliminates the need for a separate underlayment layer,” Buchanan said, “it also increases the effectiveness of the installation.”

Finally, Paramount features Mohawk’s exclusive WaterGuard 6 system. Weseman said this high density fiberboard substrate allows for less than half the moisture absorption than traditional products. “The Water-Guard 6 system also provides protection to the entire substrate, where most products have paraffin or some other protection coating only at the seams.” Paramount is being initially offered in seven wood designs: Oak, Maple, Hickory, Rustic Pine, Brazilian Cherry, Beech, Ash and Walnut. “These products accomplish the goal of what a true laminate product is supposed to do,” Weseman concluded, “to be as close as possible to the real thing.”

For more information on Mohawk’s Paramount collection or any of its laminate flooring products, call 800/241-4900.