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Innovations³
Mohawk Hardwood Press Kit

 

MOHAWK RAMPS UP ITS MOST AGGRESSIVE HARDWOOD ROLLOUT EVER

Since its acquisition of Columbia Wood Flooring in 2007, Mohawk has put more than $10 million into capital investments to improve quality and performance. 

The results of this investment are now showing up in Mohawk’s biggest introduction of wood flooring in company history.  Mohawk will roll out over 150 SKUs this year.  The company has also debuted a new installation system, and a variety of support materials for the new hardwood line.

New Glueless Installation System

In addition to new finishes and species, the engineered products in Mohawk’s wood introduction also feature a new glueless installation system based on Unilin’s Uniclic® technology, recognized as the installers’ favorite click system for laminate. 

This patented method allows for fast, easy angled or sliding installation on the sides of the plank. Even when space is tight, Uniclic will ensure a secure locking action. 

End joints feature a drop-lock that allows for an easy install.  This drop-lock system that eliminates seam separation over time, but allows room for each plank to expand and contract. 

“Think what happens when your hardwood installations are as simple as installing laminate,” said Ben McNabb, Mohawk Hard Surface Brand Manager.  “Installations speed up, reducing labor costs.  There’s no glue to clean up, so your crews finish the job easier.  And you also open up hardwood sales possibilities for DIY customers who like the laminate installation method but want real wood.”

McNabb said that the Uniclic system hardwood can either be floated or glued down.  “That gives you even more options, and can reduce floor preparation time as well.”

A Powerful New Presence

McNabb said that the trans-formation of Mohawk’s wood lineup is similar to the comprehensive update the company undertook for its laminate lineup in 2007.  In January, the first four new hardwood products became available.  

“Five years ago, Mohawk surprised many people in the industry when we won Dealer’s Choice awards for our hardwood—something very few people expected for a company really just entering the business.  But dealers understand  we were serious about building the industry’s best hardwood line.  Now we’re in a position to make a huge leap forward—and dealers will be seeing benefits quickly,” he said.

The Mohawk hardwood line is divided into four collections:

§         Lineage:  The essential collection of domestic oaks.

§         Revival:  A premium collection of domestic exotic woods.

§         Rarity:  Imported exotics, both solid and engineered.

§         Artiquity:   Engineered hand scraped, reclaimed, and distressed.

Highlights of the collection additions include:

In Lineage, introductions include Rivermont, a 3/4” solid oak featuring 16 SKUs and capturing the breadth of nature’s beauty.  It offers a broad range of styling options and strong value. Belle Meade is a 3/4” solid oak in 10 SKUs featuring a cleaner, classic look.

In the Revival Collection, Pastiche is a 3/8” engineered oak that is the first to feature the Uniclic installation system.  It is being offered in 5 SKUs.  Aria is a 1/2” engineered plank featuring the new Uniclic system in 7 domestic exotic SKUs like maple and walnut. 

Arcadia is a 1/2” engineered oak with Uniclic that is being  offered in 3 SKUs.  Marsalis is a 9/16” longstrip oak with the Uniclic system.  It will feature 3 SKUs.

In Artiquity, Capistrano is a 3/8” engineered oak with hand scraping in four SKUs.  Zanzibar adds a 1/2” engineered product featuring an exotic with hand scraping and a 1/2” engineered plank using reclaimed wood with a skip sawn look. 

All Zanzibar product additions are Forest Stewardship Council (FSC) certified or reclaimed.

In the Rarity Collection of exotics, Dividia adds a 9/16” longstrip exotic SKU with Uniclic.  Elysia is a ½” engineered exotic that gets 5 new SKUs. 

Ten new SKUs will be available for Bahia, a 3/4” solid exotic product featuring wood from Brazil.

“Products are being added across the board,” McNabb said.  “We’ve created new looks in areas where we may have had gaps in the past, and we’re enhancing strong products with additions that offer new sales opportunities. 

“With these enhancements, Mohawk dealers will have a hardwood line that allows them to compete at virtually any price point,  from high-volume basics to unique designer styles that offer exceptional margins and quality,” he said. 

McNabb also noted that a new high-fashion POP kit is available to promote the new Mohawk Hardwood line for 2008. 

“We want to make sure consumers understand that Mohawk is a total hard surface provider, and this kit helps draw attention to both Mohawk Hardwood and Mohawk Laminate products to showcase the variety that is now offered. 

“When we began developing our hard surface products for 2008, we took extra care to look through the consumer’s eyes at our ideas,” he said.  In fact, we even went as far to create ‘personalities’ for product lines to further extend the connections we were trying to make with shoppers.  I think the result of this work is that we’ve strengthened every element of our program—product, presentation, and performance,” McNabb said.

“We’re very excited about 2008 for Mohawk Hard Surface dealers.” 

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SCOTCHGARD™ PROTECTOR ADVANCED REPEL TECHNOLOGY
CLEANS UP WITH DIRT-CONSCIOUS CONSUMERS

When Mohawk introduced Scotchgard™ Protector with Advanced Repel Technology, consumers immediately saw how the exclusive finish treatment would protect their floors against catastrophic stains and marks, including permanent markers, latex paint, nail polish, and grape juice. 

What they didn’t see right away was how much easier their floors would be to keep clean. 

And that has become a key selling point for Scotchgard Protector Advanced Repel Technology in hardwood, notes Dennis Szczybor, Director of Product Management, Hard Surface.  “As we all know, most hardwood purchases still revolve around a few key species and finishes.  Particularly now, dealers are looking for ways to differentiate themselves and keep these volume products profitable.   This technology is a way to do this.”

Szczybor said that when consumers have a dozen stores offering red oak, they often wind up focusing their decision on price.  “But if you have a way to demonstrate why your red oak is actually different, suddenly your store has an advantage.  And only Mohawk hardwood dealers will have this.”

How It Works 

Over time, hardwood finishes develop microscopic imperfections that can trap dirt and diminish the floor’s shine.  Even after cleaning, the floor may appear dingy. 

On a floor treated with Scotchgard Protector Advanced Repel Technology, the treatment forms a barrier that helps stop dirt from accumulating in minute scratches and crevasses.  Since it’s on the surface, it can be more easily cleaned away.

The lack of dirt not only helps keep the floor looking new, but it also provides a cleaner, more hygienic surface to protect today’s busy families.

“You’re not just offering the consumer a beautiful floor—you’re offering her a beautiful floor that’s going to require less of her time to clean and maintain,” Szczybor said.  “And with the extra protection of this technology, you can also demonstrate how you’re helping her protect her investment in her home.”

Szczybor said that Mohawk is “relaunching” hardwood with Scotchgard Protector Advanced Repel Technology to help dealers take advantage of this popular product benefit.   He said that Mohawk will offer new merchandising and training materials to draw attention to the product in showrooms. 

Scotchgard Protector Advanced Repel Technology is available on a variety of Mohawk hardwood products, including  oak, cherry, maple, walnut and hickory. 

The majority of products in the Lineage and Revival collections feature the Scotchgard finish technology. 

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MOHAWK HARDWOOD PRODUCTS A KEY PART OF GREENWORKS PROGRAM

Mohawk’s Greenworks program extends throughout the company.  Hardwood has embarked on a number of green initiatives.

Mohawk’s internal recycling and recovery systems have dramatically reduced waste and energy use.  Many Mohawk hardwood products are certified sustainable.  And Mohawk even has offerings designed to keep old wood out of landfills while taking advantage of its unique character and beauty.

“Sustainability is a big issue for hardwood, said Roger Farabee, Vice President of Marketing, Mohawk Hard Surface.  “We’re making significant inroads in this area.”

Certification of hardwood helps ensure resources are not obtained illegally or from poor practices such as clear cutting.  Certified products ensure that the purchase made is one that is environmentally and socially responsible.  Certification is verified by a third party.  This allows Mohawk to remain outside of the assessment process, and supports the integrity of the standard.  Certifiers evaluate both forest management activities (forest certification) and tracking of forest products (chain-of-custody certification).

A number of Mohawk’s domestically harvested wood SKUs are certified sustainable by Appalachian Hardwood Manufacturers, Inc.  The Appalachian region has approximately twice the annual forest growth as is harvested.

Mohawk is also reclaiming wood from around the world.  Reclaimed wood products utilize antique elm and heart pine flooring recovered from structures in the United States  and Asia.

These resources provide remarkable styling opportunities, but they can be scarce, expensive, and difficult to reinstall.  Mohawk Hardwood has made these beautiful woods more accessible by creating engineered styles that use veneer faces of reclaimed material to provide the beauty of the old, while producing multi-ply planks that are perfectly milled and less likely to split or warp.

What’s more, this process multiplies the square footage of the original wood and allows maximum recovery and use of these resources.

Mohawk Artiquity products include antique heart pine styles salvaged from the great textile mills of the South and a distillery in Kentucky, plus antique elm recovered from ancient structures in China.

Selections from Zanzibar Reclaimed and Queenstown feature domestic heart pine floors that are over 120 years old and Chinese elm that was originally cut between 600 and 800 years ago during the Ming Dynasty.

“The styling is very unique,” said Farabee.  “Better yet, we give our dealers not just great products, but a great green story.”

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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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