Building on the solid foundation of 11 product introductions in 2019, Mohawk continues to expand its high definition color technology with 14 ColorMax debuts in 2020 across SmartStrand, polyester and nylon.

Mohawk’s exclusive ColorMax enhancement combines multiple dye technologies to achieve a balanced, blended coloration with intense color saturation. Inspired by the color variation found in natural surfaces such as wood and stone, ColorMax was launched in seven 2019 SmartStrand products and four polyester products to wide industry acclaim. 

“We achieved everything we wanted to and more when we debuted ColorMax technology in 2019. Now we have to keep expanding what we offer consumers and provide innovative ColorMax merchandising for our retailers,” said Angela Duke, director of brand marketing. “We have ten brand-new, incredible products across multiple carpet categories, as well as a new, highly impactful retail display to debut at Surfaces that provides major impact. By featuring ColorMax styles alongside competitor products on the large wall panels, we will make it easy to instantly see the ColorMax difference in color clarity.” 

Primed for massive success in 2020 with an all-new, interactive anchor display targeted to 2,000 premier retailers, SmartStrand Silk will roll out five new premium soft ColorMax styles comprised of four cut-pile textures and one fashionable pattern. Two SmartStrand Silk debuts from Karastan, Refined Details and Polished Details, will also feature ColorMax. 

The only carpet that has built-in stain protection that never washes or wears off, SmartStrand carpet will present three new value ColorMax options that are perfect for active households that want superior style but need superior performance. 

Air.o hypoallergenic soft flooring will receive one new cut pile ColorMax style. With a new total of three ColorMax products featuring uncompromising color clarity and innovative styling, families will have more hypoallergenic soft flooring design options to choose from.

Additionally, the 2020 Kashmere nylon introduction from Karastan, Magnetic Beauty, along with the EverLux Nylon debuts from Godfrey Hirst will feature ColorMax.

To help Edge partners reach in-market consumers looking for ‘More Colorful Moments’ in 2020, Mohawk will continue its successful SmartStrand featuring ColorMax Local Advertising campaign. 

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