Mohawk Holds Final Momentum Roadshow Event in Calhoun

Calhoun, GA, March 1, 2023--Mohawk wrapped up its Momentum Roadshow with visits to its showroom and select mills in Calhoun and Dalton, Georgia yesterday. The event offered Southeastern dealers who were unable to attend Mohawk’s other shows or Surfaces a chance to see its new products in person.

Atlanta-area dealers Sha Reason of After Five Floors and Jeremy and Jordan Britt of Britt’s Home Furnishings said they were particularly drawn to the ColorWall display, which simplifies the carpet buying process. Carpet remains the product of choice for bedrooms, the retailers said.

“We still sell a lot of carpet--a lot of nice carpet,” said Reason, who serves the residential, commercial and property management markets.

He also noted TecWood’s new Camden Aisle collection for its selection of colors, open-grain visuals and 5” width, which aligns with increasing customer requests for narrower widths, he said. “It’s unusual to get a European white oak that width,” said Reason, who has a strong shop-at-home program.

When it comes to wood looks, the Britt brothers said they are seeing a shift from LVT to laminate, with the builder market starting that transition roughly a year and a half ago, followed by the retail market approximately six months ago. The majority of their family’s business comes from builder, and the pair left with samples of Karastan’s new BelleLuxe laminate to take to a builder client.

They pointed to laminate’s price point, durability and ease of installation as drivers of the shift, which has laminate--previously not even in the equation--sitting at roughly 60% of such sales, they said.

“It’s getting the marketshare of cheaper LVT,” Jordan Britt said.

Related Topics:Karastan, Mohawk Industries