Hollywood, Fla.—With so many options from which to choose, consumers are more and more turning to brands they know and trust when making a purchase and this trend is not expected to slow any time soon. As a result of this, Mohawk Industries has formed long-term partnerships with two of the best known names in the flooring industry—Scotchgard from 3M and Wear-Dated from Solutia—in order to give retailers a competitive edge when it comes to both hard and soft surface products.

“This is a new day for Mohawk and a new approach for the industry,” said Tom Lape, president of Mohawk Residential. “This represents one of the most substantial commitments to product innovation in our industry’s history. Mohawk, Wear-Dated and Scotchgard represent three of the four most recognized and trusted brands in flooring among consumers. “Brands are the future of the industry,” he continued, “By combining our collective strength, Mohawk will take to market the most comprehensive brand and product offering in the industry.”

In development for more than two years, the tri-branding partnership includes a new technology from 3M, called Scotchgard Protector Advanced Repel Technology (ART). It does not replace the Scotchgard Protector currently used by other manufacturers. “This new technology has been specially formulated exclusively for Mohawk carpet featuring Solutia’s Wear-Dated fiber as well as Mohawk hardwood,” explained 3M’s Darrell Gacom. “It combines the latest advances in anti-soil and repellency properties for exceptional protection.”

On the carpet side, Mohawk will be introducing 80 styles featuring Wear-Dated fiber with ART—half of which are brand new, the other half converted from other fi ber technologies. Unlike the original Scotchgard which is sprayed onto the carpet’s surface, ART is applied using a “co-exhaust” method, meaning the entire fabric is treated, allowing for more durability and protection.

Lape called Wear-Dated “a hidden gem as market research indicates 60% of consumers recognize and trust it as a stylish and durable product. And Scotchgard is one of the top 10 brands across all industries. Considering half of consumers use brands to help them make a purchase because they do not want to make a mistake—meaning brand is the performance differentiator.” “Add the attributes together because they are much greater than the parts,” noted Solutia’s Jonathan Wright.

“A strategic brand partnership leveraging the strength of the Mohawk brand with the Wear-Dated and Scotchgard brands will strengthen the industry in a new and profound way. “It gives the dealer the ability to have a quality conversation with the consumer,” he added. “It represents an unprecedented level of experience and commitment to the flooring industry.” As for having Scotchgard with selected hardwood products, Lape said “there is nothing like it in the industry.

The proprietary additive is an integral part of the manufacturing process. The Scotchgard is built in, not simply sprayed on, as the wood is being made.” Ed Williams, Mohawk’s senior vice president of marketing, added “it contains liquid spills and provides superior stain resistance. Tough stains like permanent markers, paint or nail polish can be removed simply by rubbing with a dry cloth or by scraping, without damage to the flooring finish.

“And for installers,” he added, “working with urethane glue, the new repellent technology means cleanup is simple and fast, improving customer satisfaction and dealer profitability. “Mohawk and Scotchgard together have long been a winning combination in carpet,” Williams continued. “Now we get to leverage the power of these two brands for a new group of consumers. This technology gives us a superior finish, and it allows us to offer consumers even better reasons for selecting a hardwood floor.”

Due to its uniqueness Mohawk has developed a demonstration station for dealers to show consumers how beneficial having Scotchgard ART is. “Seeing is believing,” Lape said. “You can’t just tell her, you have to show it and the demo really speaks for itself by showing how easily permanent marker stains can be wiped clean.” “It’s a dramatic leap forward in hardwood flooring protection,” Williams said.

The new carpet and wood products will be available during the first quarter of 2006 as Mohawk will be presenting the tri-brand initiative to dealers across the country at its various regional events which began last week ( FCNews, Oct. 17/24) as well as its retail aligned groups such as Floorscapes and ColorCenter. An enhanced co-op program with 3M has been developed for the initiative, which will also be supported with first quarter retail promotions plus ongoing seasonal specials through Mohawk Rewards Plus.

Additionally, salespeople can earn on-going incentives through the Wear-Dated Rewards program. And, Mohawk will prominently feature the new products in future advertising campaigns. “This is a very important step for us,” Lape said, “especially in light of recent industry events, but more importantly, because it leverages three powerful names in flooring. Brands help maintain a premium budget. Consider the most profitable dealers sell brands and leverage them locally by taping into the national marketing.

“Remember,” he concluded, “products compete, brands endure. And these are three of the most enduring brands the industry has.” For more information on the new soft and hard surface products contact your local Mohawk sales rep, or call the mill at 800/241-4900.