Empire Today CEO Bullish on Recovery of Carpet Popularity

New York, NY, June 6, 2019-Keith Weinberg, CEO of Empire Today, a shop-at-home flooring concept owned by HIG Capital, is hopeful that his company’s new Home Fresh carpet product may reinvigorate interest in the floorcovering, reports Bloomberg. 

Home Fresh is Mohawk’s Air.O product, with an odor-reducer added exclusively for Empire Today. “Weinberger is pitching a product called Home Fresh that he says acts like a giant air filter. It’s 100% hypo-allergenic, stain-resistant and recyclable,” the publication reports. 

Carpet’s popularity has declined over the last decades, as it has been removed from the living areas of the home in favor of hard surface flooring. Today, the category’s strongest holds are in the private areas of the home, primarily bedrooms. 

Carpet’s decline has come due to a number of factors, including the preference for more open concept homes, as Bloomberg explains, “The now-ubiquitous open floor plan accelerated carpet’s tumble. Homeowners came to expect a continuous surface flowing from family room to kitchen. The focus on the center of the home in countless HGTV shows gave the impression that Americans remodeled with nothing but granite, stainless steel and hard-surface floors. Farmhouse chic-popularized by HGTV star Joanna Gaines-uses lots of wood, even on the ceiling. Carpet is often mentioned on Zillow only if ripping it out will reveal hardwood.”