Mohawk's New Product Tour Begins Soon

Dalton, GA, Nov. 25--For 2004, Mohawk has dozens of new products covering the spectrum of floor covering—carpet, hardwood, laminates, and ceramic tile. And the company is formally presenting its new offerings to its dealers at more than 40 dealer meetings across the nation. Earlier this year, Mohawk Industries announced it would expand the number of regional dealer meetings. This makes travel easier for dealers, allows Mohawk to spend more one-on-one time with its customers, and let retailers concentrate more on individual business opportunities. A common theme, “Covering New Ground – National Product Tour 2004,” unites the meeting content for all events. “Indications are that the economy is picking up speed, and there’s a tremendous opportunity for our dealers to freshen up showrooms with new products and ideas to take advantage of consumer interest and growing consumer confidence,” said Ed Williams, Senior Vice President of Marketing. “Our approach of regional meetings is allowing us to address each dealer’s needs much more personally, and help each dealer discover what’s going to work best for him or her.” Williams said that Mohawk’s introductions for 2004 are structured to give retailers more flexibility. “We’ve looked carefully at how our price points are positioned, and we worked hard this year to give stores more ways to move seamlessly between product lines,” he said. “Where we felt we had gaps, we created products that bridged them. And if you look at our lines now, you’ll see ways to impact consumers with exciting products at any price.” Williams said that in carpet, last year’s re-alignment of residential products into three collections--Aladdin, Horizon, and Wunda Weve—did much to strengthen Mohawk’s overall brand position. This year’s introductions strengthen this organization. In hardwood and laminates, new products also expand the line and make connections between offerings. In ceramic tile, new stone-look products continue the national expansion of Mohawk’s growing ceramic program. “We have some new ideas this year that you’d consider revolutionary,” Williams said. “But there are also evolutionary products in the line—and they give dealers just as much opportunity to improve sales and profitability.” And Williams noted that the Mohawk brand is stronger than ever. “Our research showed that in the last year, Mohawk brand awareness among consumers has increased over 38%. We have worked hard on branding for the last decade, and it’s paying off well for us and our dealers. As we look at 2004, we believe this brand position is going to be particularly valuable on the retail sales floor,” he said. Williams also emphasized that in addition to product at the meetings, dealers will have ample opportunity to take advantage of Mohawk support services such as Mohawk University. “Education, as always, is a key component of our business,” he said. “And with our regional format, we can devote much more time to this aspect of our business. We not only can showcase new products, we can look at new business ideas that a store can put to work immediately.”