Mohawk Floorz Unveils Enhanced Store Format at Fir

Nashville, TN, March 17, 2006--The Mohawk Floorz store concept is still relatively new, but it’s generating lots of conversation and enthusiasm. And an enhanced store layout unveiled at the first Mohawk Floorz convention promises to build more excitement for Mohawk’s latest aligned dealer program. Dealers from around the country gathered at the Opryland Hotel for the first Mohawk Floorz convention in late February, and judging from their reports, the “stock-only” outlet/custom order retail location is thriving. Many dealers reported strong sales increases after either shifting their stores from other operating programs to Mohawk Floorz, or opening brand new stores based on the concept. And they felt with the unveiling of a new store layout, the program will just get better. “With all our programs, we practice what we call ‘continuous concept renewal,’” said Manny Llerena, Mohawk vice president of retail marketing. “We are constantly working with our dealers to determine what is going to help grow their businesses, and we enhance our programs with ideas that come from this partnership. For Mohawk Floorz, this has resulted in an enhanced store layout that incorporates hard surface products seamlessly into the selling system. The enhanced store concept has been tested successfully at a Mohawk Floorz location in Hendersonville, TN (just outside Nashville), and convention attendees were able to tour the new store and see firsthand how consumers respond to the concept. The new store is located in a fast-growing area, and it has strong appeal for both consumers looking for special merchandise and builders and DIYers wanting to take goods with them immediately. The Mohawk Floorz store is based on three “shops” within the building: The Back Room, which offers rolls of carpet and pallets of hard surface products ready to go for immediate use; The Value Shop, a collection of specially priced first-quality flooring that takes advantage of special manufacturer discounts and offers; and The Custom Shop, which provides a full array of flooring for special order. The Custom Shop covers price points and styles that include upscale products, so consumers are provided with plenty of choices. Each shop is carefully identified and merchandised, using stylish, color coordinated floor, wall, and ceiling design elements for a complete, professional look. Mohawk developed the store layout and merchandising with the help of John Brady and Kevin Smith, long time flooring retailers and by drawing on years of consumer research used to create other successful Mohawk store concepts. “The result is a merchandising and selling system that makes it easy for consumers to shop, and one that instantly presents that value offered through a Mohawk Floorz store,” Llerena said. Educational displays enhance consumers' knowledge and comfort level. Factory training by Mohawk University gives sales associates the selling tools they need to boost productivity, and Mohawk support systems provide dealers with a variety of business operations, financing, insurance and other resources needed to maximize profitability. “Our mission is to give retailers everything they need to create their own success,” Llerena said. “We have had good business people who haven’t been in the floorcovering industry use the Mohawk Floorz concept and quickly develop profitable operations. That’s the goal with any of our merchandising concepts, and Mohawk Floorz is the newest option that retailers can consider to build their business.” To learn more about Mohawk Floorz, retailers can call 1-800-241-4900 and speak to Mark Olson (East Coast) at extension 24959 or Rodney Mauter (West Coast) at extension 24956.