Mohawk Laminate Intros Offer New Styles, New Insta

Dalton, GA, January 5, 2006--Mohawk laminate introductions for 2006 feature a new locking system and rich, bold styling with lots of texture designed to appeal to a broad spectrum of buyers. “We have looked carefully at our entire laminate line, and developed strong new styling that enhances and updates our complete selling system,” said Ed Williams, senior vice president of marketing for Mohawk. “We have optimized our product mix to reflect changes in technology and consumer preferences.” New styles are designed to cover the majority of laminate buyers. The palette is targeted to darker colors with more variety, and there is a clearly defined “step up” sales system that showcases more features and style as the customer goes up in price. Festivalle is a new value priced line that features five colors. The 7mm, 7 1/2” x 47 1/4” construction features finishes in red oak, maple, and cherry. It features Mohawk’s new Instaclic technology locking system that can be installed at either 45 or 0 degrees. The mainstreet commercial grade product features a 10-year warranty (3 years commercial) and has an AC4 surface rating. Montreal is a new 8mm laminate with a 25-year (5-year commercial) warranty. There are 10 colors in this new style, which features embossed-in-register texture and the Instaclic glueless installation system. The finish species is red oak. Planks are 7 1/2 x 47 1/4”. A third new strip product, Georgetown, features embossed-in-register construction in 12 colors. Species featured include red oak, maple, and cherry. The plain saw cut, square edge product has a 25-year warranty (5-year commercial) and the glueless Instaclic installation system. South Beach is also an 8mm construction, with 7 1/2” x 47 1/4” planks. It has embossed-in register texture and the Instaclic installation system. Twelve colors are featured in northern red oak and rustic oak finishes. The product features a 25-year (5-year commercial) warranty, and it has a micro-bevel edge. And an all-new herringbone product, French Quarter, provides remarkable upscale styling with an embossed-in-register finish. The 8mm product is 3 3/5” x 17 4/5” and has oak and rosewood finishes. It can be installed in a variety of patterns using Instaclic technology, and provides dealers with a very unique look for upscale customers. French Quarter features a 25-year (5-year commercial) warranty. In addition to new products, Mohawk Laminate also gets a new merchandising system, particularly for value-priced products. Mohawk Laminate will be launching a Value Display featuring cut samples of Mohawk’s best selling laminate products. The display is designed to coordinate with existing Style Center merchandising or can be used as a stand alone display. Each display comes with graphics for Seasonal Event Sales which will be sponsored by Mohawk. “This gives dealers the opportunity to plan key promotions and take advantage of support from the factory,” Williams said.