Mohawk Preps Smartstrand Silk For Premier Retail Success
Bolstered by SmartStrand’s proven reputation as the softest, most durable, easiest to clean carpet on the planet, Mohawk has primed SmartStrand Silk for massive 2020 success with an all-new, interactive anchor display targeted to 2,000 premier retailers, while also bringing more innovative SmartStrand and SmartStrand Silk products to market.
The SmartStrand Silk destination display holds more than 40 styles in various constructions, colorations and weights, and signals a marked departure from previous smaller merchandising formats. By highlighting the product’s unique attributes and gorgeous design, Mohawk aims to provide dealers with an exclusive advantage to draw consumers in and tell the complete product story in a differentiated way:
“Our goal is to offer retailers the most innovative products and merchandising systems that will drive demand into their stores, along with merchandising systems that will make it easy to close sales,” said Angela Duke, director of brand marketing. “We have the ability to generate demand by promoting SmartStrand Silk on a national level, which enhances lead generation that retailers purchase through local advertising. In building out the marketing mix to support SmartStrand Silk, we are setting ambitious sales goals for 2020 that we are also completely prepared to exceed.”
ColorMax is Mohawk’s proprietary color blending technology that provides beautifully balanced, natural colorations with superior saturation and enhanced color clarity. This revolutionary enhancement once again is featured once again in the latest SmartStrand Silk and SmartStrand additions.
The 2020 expansion of SmartStrand Silk will include six all-new products:
- Five premium soft, cut-pile textured styles featuring ColorMax.
- One high-fashion, tonal and multicolor heavy pattern.
15 new products will be added to the SmartStrand collection including:
- Six value textured and patterned carpets in solid, tonal and multicolor colorations, ranging from 25 oz to 40 oz weights.
- Seven high-styled patterned and loop carpets in solid, tonal and multicolor colorations.
- Two tight and tailored textured carpets in tonal and multicolor colorations to update the SmartStrand Ultra Colorwall.
“SmartStrand is proven to outperform the competition in a variety of product tests because it is the only carpet that has built-in stain protection that never washes or wears off,” explained Harry Scott, director of product management. “It’s already the perfect carpet for active households, and with our exclusive All Pet protection, we give families with pets peace of mind. We have new products that consumers will love with the performance they need and a spectacular display to pull it all together.”
Created from 37% renewable plant-based materials and Oeko-Tex certified to be free from harmful substances, SmartStrand and SmartStrand Silk carpets also feature All Pet Protection, the most comprehensive pet warranty in the industry covering all pets, all accidents, all the time.
Mohawk’s More Moments campaign will continue to feature SmartStrand in 2020. The campaign will be executed on the Mohawk brand websites at a national level, and consumers will see More Moments come to life through product hero campaigns launched online by Edge retail partners through Mohawk’s Omnify program, and in the showrooms of retailers leveraging Mohawk’s Five Star program.
For more information, visit MohawkFlooring.com.