Mohawk ColorCenter Offers Broad Range of New Produ

Nashville, TN, February 10--In past years, Mohawk ColorCenter dealers have been introduced to window fashions, new hard surface products, national sales events, and other major new products and programs at convention. This year promises to be particularly exciting. Mohawk ColorCenter dealers again are getting a preview of what’s in store for this year, with numerous new product and program ideas. An all-new fiber, SmartStrand made with DuPont Sorona polymer, is being unveiled at the convention. A Mohawk exclusive, this product has the dyeability and resilience of nylon combined with permanent, built-in stain resistance and inherent softness. Unlike many stain treatments that are added to the fiber after manufacture, SmartStrand’s stain resistance is engineered into the fiber, so it will never wear off, no matter how many times it is cleaned. And this built-in stain resistance reaches new levels of protection, allowing tough stains such as mustard and red wine to be removed with warm water and a mild detergent or Mohawk Floorcare Essentials. Tests show that it even resists damage from bleach and acne medications. In fact, its stain resistance is so good that Mohawk is offering its first-ever Limited Lifetime Warranty for stain resistance. Like nylon, SmartStrand fiber made with DuPont Sorona polymer is readily dyeable, giving carpet designers an infinite range of colors. Research also indicated that wearability and durability performance is equal to or better than equivalent constructions of premium nylon. The product is also inherently soft, and provides a soft hand without having to reduce the fiber’s denier and compromise performance characteristics. SmartStrand fiber made with DuPont Sorona polymer lends itself to a wide range of carpet constructions. It is featured in an all-new Mohawk ColorCenter collection of the same name. The collection will include tight cut pile textures that share common colors in three weights, several loose cut pile textures in solid colors, berbers, and jewel colorations, solid color loops, fleck look berber loops, and a multi-accent loop. Demonstrations at the Mohawk ColorCenter convention showcase SmartStrand fiber made with DuPont Sorona polymer’s cleanability. The demonstrations clearly show superior cleanability using problem stains such as mustard dried for days, red wine, benzoil peroxide, and other materials. Retailers can see first hand the difference between SmartStrand products and other fibers. A DVD of the demonstration is available at retail to show customers the value of the product’s engineered-in stain resistance, and actual samples show cleanability. Research shows that shop-at-home floorcovering sales are now more than a quarter billion dollars every year. And as consumers become more time-starved, there is a growing demand for the retailer to come to the consumer, rather than vice versa. That’s where the new Mohawk ColorCenter Design at Home program comes in. Design at Home is a co-branding program that takes advantage of recognition of the Mohawk brand and local store reputation to create the perfect position for a shop-at-home profit center. "It’s a perfect addition to the Mohawk ColorCenter concept," said Manny Llerena, Vice President of Retail Marketing. "You’re giving the customer the best possible education in counsel, in her home where she can see how our flooring, rug, and window fashion products work with her furniture, wall coverings, and other design elements. You can help her select colors that match perfectly, and provide an extra level of customer service that she’ll always remember—and appreciate."

Related Topics:Mohawk Industries, Coverings

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