Mohawk Hardwood to Offer Exclusive 3M Scotchgard

Dalton, GA, November 23, 2005--One of the primary reasons that consumers buy hardwood flooring is because of its easy cleaning and maintenance. And thanks to a partnership between Mohawk and Scotchgard, cleanup just got even easier. Mohawk has become the exclusive user of 3M Scotchgard Advanced Repel Technology for hardwood floors, the first-ever stain protection technology for pre-finished hardwood flooring. The proprietary additive is an integral part of the hardwood manufacturing process, and lasts for the life of the finish. It contains liquid spills and provides superior stain resistance. For the retailer, it also provides a “one-two” marketing punch, using two of the strongest brands in the floorcovering industry. “Mohawk and Scotchgard together have long been a winning combination in carpet. Now we get to leverage the power of these to brands for a new group of consumers,” said Ed Williams, Senior Vice President of Marketing for Mohawk. “This technology gives us a superior finish, and it allows us to offer consumers even better reasons for selecting a hardwood floor.” 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 working with urethane glue, the new repellant technology means cleanup is simple and fast, improving customer satisfaction and dealer profitability. “It’s a dramatic leap forward in hardwood flooring protection,” Williams said. “Better yet, it’s something you can readily demonstrate in the store. Research shows that consumers can be skeptical about stain protection claims, until they see them for themselves.” The Scotchgard technology will be initially offered in both select solid and engineered wood styles, Williams noted. With that in mind, Mohawk’s advertising and merchandising program for the new hardwood treatment focuses on in store POP and an in-store display that allows consumers to see the power of Scotchgard treatment. Mohawk’s hardwood display features a built-in test station where consumers can see how easy it is to remove tough stains and spills, without harming the flooring surface. A common theme, “Seeing Is Believing,” is carried out through signage, consumer literature, and other promotional pieces. There’s also a website, www.scotchgardrepel.com, that gives consumers further information. “The Scotchgard brand has more than 99% awareness among consumers, and combined with the brand power of Mohawk, it gives us a remarkable opportunity for expanding premium hardwood sales,” Williams said.