Responding to increased consumer demand for resilient flooring, Mohawk is expanding its successful SolidTech line in 2021 to offer retailers a full assortment of product from LMF to flex and rigid. Branded Mohawk SolidTech, the collection will use the same merchandising unit and with 68 new trending wood and stone looks.
“We know that not all homeowners need or want the exact same performance attributes, nor do they all share a common budget,” said Mary Beth Sharp, vice president of marketing, resilient. “This new, simplified trade-up story really opens up our SolidTech line of products to offer her the looks she wants with the performance she needs at a price point that makes her comfortable.”
Divided into Essentials, Select and Plus tiers, SolidTech products are durable for any room and any style, the company said. While SolidTech Essentials offers beautiful vinyl at the most affordable prices, SolidTech Select provides consumers with enhanced visuals, such as proprietary painted bevels that create an authentic hardwood visual at the joint, as well as the All Pet Protection and Warranty. SolidTech Plus adds to these features with enhanced stain and scratch protection and a lifetime limited residential warranty.
"With a variety of domestically produced styles, Mohawk’s proprietary EasyClean technology that adds enhanced stain and soil protection, and collections featuring our easy click installation, SolidTech is the perfect choice for consumers,” said Ed Sanchez, vice president of product management, resilient.
Mohawk will continue to provide first-class marketing support for SolidTech through dealer advertising options and national promotional events. SolidTech Plus will be included in Mohawk’s first national sale of the year and select SolidTech products will be featured in Mohawk’s second national sale.
For more information, visit MohawkToday.com.