A Look at Luxury: Karastan Extends Spring Promotion
In response to the effect the novel coronavirus has had on flooring dealers this spring, Mohawk is extending its spring Karastan promotion through the end of June.
“We’re trying to give you some extra months and some extra support,” said Jeff Meadows, president of residential sales, Mohawk. “Also, there is going to be an opportunity for consumer for zero-percent financing. Those are all going to be through Synchrony and that’s all through the end of June. We highly recommend digital advertising if you’re going to spend that money during this time.”
Karastan, which added new hard-surface collections for the first time earlier this year, has offered retailers support through in-store merchandising and marketing campaigns.
“This event is going to be the first national sales that we have with a fully integrated hard-surface platform for Karastan,” said Jason Randolph, vice president of sales, Mohawk. “We have a great foothold on the dealers that are targeting that that premium customer and the wood product offering that we have launched this year is going to fit right into that category.”
Before the pandemic hit, Randolph forecasted modest growth for the premium wood category. “We see unlimited potential for Karastan because we have not positioned ourselves in the hard surface categories in the past, so for us it’s going to be all incremental business.”