Mohawk Reorganizes Laminate Line

Dalton, GA, June 12, 2006--Mohawk’s recent acquisition of Unilin has given the company access to technology that is now appearing in Mohawk’s laminate product line. These new additions are the first step in a series of product introductions throughout 2006 that will strengthen and broaden Mohawk offerings in this growing category. “We began reviewing our laminate product last year, looked at the new technology we were getting, and examined what consumers and dealers were asking for in the marketplace,” said Ed Williams, senior vice president of marketing for Mohawk. “The result of this is a reorganization of our laminates so that they’re easier for consumers to shop and simpler for dealers to sell.” With the new organization, Mohawk laminate products will be arranged into distinctive style categories. Among those being introduced now are: The Elements Collection: Simplicity for value conscious consumers. The collection has an assortment of 7mm and 8mm wood styles in two and three strip formats. The Traditions Collection: An assortment of 8mm register embossed wood products in two and three strip formats. Products in this collection offer more complex visuals and more detailed surface textures, and provide a timeless, classic foundation that never goes out of style. The Handworks Collection: A series of 8mm register embossed products in a single plank format. Rich visuals, detailed surface textures, microbevel edges, and unique sizes provide everyday artistry and a celebration of handcrafted style. “By organizing products into these style-based collections, emphasis is placed on the looks and product features, rather than price,” Williams noted. “This encourages consumers to look for the products they really want to see in their homes first, then consider price. The value of the products at all price points comes through.” New Mohawk Laminate products will feature a new locking system, InstaClic, based on Unilin’s Uniclic locking system, considered the industry’s best. InstaClic technology is one of the easiest to use and most secure locking systems in the marketplace. It is warranted for the life of the product and can be installed either by joining the planks together at a 45-degree angle (best for open areas) or by slide lock installation at a zero-degree angle (in tight spaces where angling the planks is not possible). The edges are beveled to ensure no space between planks for movement, and the profile works as a wedge that resists separation and movement from downward pressure. The result is a versatile and sure connection that lasts. No glue is ever required for the InstaClic system. Because of the unique profile, a special tapping block is needed for slide lock connections to protect the edges during installation. In addition to the easy locking system, Mohawk’s new laminate floors are complemented with a new multipurpose trim profile, InstaForm, which can function as a transition molding, a hard surface reducer, and a square nose (carpet reducer, eliminating the need for inventorying multiple pieces of trim. Coordinating moldings are offered for all Mohawk laminate floors. Like most laminate floors, Mohawk recommends that its products be placed in the room where it will be installed 48 hours in advance to properly acclimate. Expansion joints of 7/16” are required at all walls, and large rooms should have expansion spaces every 25 feet (widthwise to panels) and 40 feet (lengthwise). Mohawk Laminate floors can be installed over most hard surface flooring if the existing flooring is in good condition, level, and adhered to the subfloor. Mohawk MoistureGuard or SilentGuard underlayment must be used to validate warranties. (continues Mohawk Laminate II)