In 2021, Mohawk will continue the celebration of the 15-year-old SmartStrand carpet story by reaching out to both longtime fans and excited newcomers with more ways to enjoy SmartStrand.

“SmartStrand is our exclusive and differentiated soft surface offering,” said Denise Silbert, vice president of marketing, soft surface. “We are renewing our focus and simplifying the message of SmartStrand to reinvigorate the collection and support our retail partners to drive trade up sales in a category where hard surface is stealing from soft and there is a growing divide between value-priced and premium carpet.”

Since its introduction in 2005, SmartStrand carpet has been installed in more than 11 million homes—and counting.

• SmartStrand offers cleanability and permanent stain resistance, resulting in fewer customer claims.
• SmartStrand provides durability that preserves the style, beauty and appearance.
• Made in part from annual renewable plant-based ingredients, SmartStrand makes it easy to connect with your environmentally conscious customers.

In addition, SmartStrand Silk adds softness to the mix. Each strand is packed with 700 silk-like, stain-resistant fibers. 
Both SmartStrand and SmartStrand Silk include Mohawk’s exclusive All Pet Protection.

“Because of its relevance to today’s consumer, we are expanding our messaging for all SmartStrand and SmartStrand Silk products to reinforce its environmental impact. SmartStrand carpet fiber is OEKO-TEX certified free from harmful substances and made in part from annual renewable plant-based ingredients,” explained Jamie Welborn, vice president of product management, soft surface. “That way, RSAs and consumers can easily understand that SmartStrand is safe for homes and the environment. Additionally, we are rolling out an enhanced warranty for SmartStrand products this year so that we can further differentiate the line.”

Mohawk’s refreshed in-store and online messaging and national promotions will continue driving sales. Mohawk will also build on the success of last year’s SmartStrand Silk destination display with new SmartStrand Silk pattern additions.  

For more information on SmartStrand, visit MohawkToday.com.