AS MOHAWK FLOORSCAPES^® CELEBRATES ITS 10^TH YEAR,

STRAIT FLOORS NAMED DEALER OF THE YEAR

Retailer Dramatically Increases Sales, Profitability Since Adopting Floorscapes Program

ORLANDO--Mohawk Industries, marking the 10^th Anniversary of its flagship dealer program, Mohawk Floorscapes^®, has selected Strait Flooring of Sequim, WA as the Mohawk National Floorscapes Dealer of the Year for 2008.

The award was presented to owners Chad Copeland and Steve Wilson during the Mohawk Floorscapes Convention in Orlando.

The Mohawk Floorscapes Dealer of the Year Award recognizes exceptional work within a group comprised of the best retailing minds in the nation.  The award is based on a number of criteria, including a percentage increase over previous year’s business, excellence in promoting the store concept, ongoing commitment to training, store standards, brand building, merchandising and installation ideas and community involvement.  Nine stores in North America were nominated as regional Dealer of the Year winners, with Strait Floors selected for the top honor.

“Chad and Steve’s business is a partnership of friends, and a textbook example of the additional success a good retailer can achieve through the Mohawk Floorscapes selling system,” said Manny Llererna, Vice President of Retail Marketing for Mohawk. 

Copeland and Wilson were surprised with the award.  “I thought ‘wow,’” Copeland said.  “We didn’t expect this.  Then I had to focus on getting up and speaking in front of a thousand people.”

Strait Floors’ conversion to the Mohawk Floorscapes program in 2006 was also the most public in history.  Copeland and Wilson allowed the entire process to be documented and reported on—from the moment they tore out old fixtures, through store setup, staff training, promoting the new store, and evaluating the effectiveness of the program.  Retailers across the country could see in great detail what was being done at this dealership in Washington, and the store’s performance was watched with great scrutiny.

The results of Strait Floors’ transformation to a Floorscapes store were eye-opening:  In the first year, Strait Floors had an astounding sales increase of more than one million dollars.  Profitability also increased dramatically.  The Floorscapes program was so successful that Copeland and Wilson opened a second store location in 2007.

“We are honored that Chad and Steve felt so strongly about Floorscapes that they allowed us to follow their business under a microscope,” Llerena said.  “We are even more honored to present them with The National Mohawk Floorscapes Dealer of the Year Award.”

Mohawk spent more than two years researching and developing the Floorscapes concept, which is based on consumer-driven shopping experiences. 

Research showed that today's floor covering customers are faced with too many choices and too little time, and that the marketplace isn't focused on price as much as personal choice, individual expression, education, and trust.  The Floorscapes concept enhances "value added" ideas about floor covering and simplifies the shopping experience by making it easy for shoppers to get information and maintain a sense of control over the process.

To learn more about Mohawk Floorscapes, see your Mohawk representative or visit www.mohawkfloorscapes.com.

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Mohawk is a leading supplier of flooring for both residential and commercial applications. Mohawk offers a complete selection of broadloom carpet, ceramic tile, laminate, wood, stone, vinyl, rugs and other home products. These products are marketed under the premier brands in the industry, which include Mohawk, Karastan, Ralph Lauren, Lees, Bigelow, Dal-Tile, American Olean and Quick-Step. Mohawk's unique merchandising and marketing assist our customers in creating the consumers' dream. Mohawk provides a premium level of service with its own trucking fleet and over 250 local distribution locations.

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