Seizing a tremendous opportunity to revamp a successful product line and meet high consumer demand within the middle of a changing marketplace, Mohawk will begin to roll out the fully evolved TecWood product line and introduce 100 new SKUs through 2021 to give homeowners trusted performance and design from a natural hardwood veneer.
“Even as wood décor products continue to expand into other categories, natural wood remains the aspirational desire, the gold standard for consumers,” said Seth Arnold, vice president of marketing, wood and laminate. “The TecWood program evolution aims to capture the consumer who wants reliable performance with a broad assortment of high-end visuals, wider plank sizes, colors, grain patterns and finished textures from genuine hardwood floors. Showcasing that nature never repeats itself, the vast design capability of the TecWood line allows homeowners to create 100 percent unique floors that can handle the rigors and unpredictability of everyday life.”