After more than 16 years of bringing solutions to the market with SmartStrand carpet, Mohawk is innovating the brand's marketing efforts in 2022 through a story of "Fashion Meets Performance."

“Most of the market recognizes SmartStrand’s solid performance,” said Denise Silbert, vice president of marketing, soft surface, Mohawk. “But now, more than ever before, a product’s fashion story is critical when selling carpet. With carpet moving from a whole house purchase to a single-room purchase, consumers are getting more adventurous with their choices and selecting products that really fit their style. We recognized this gap in the market, and, to help retailers sell more SmartStrand, are featuring select products on a brand new merchandising display.” 

SmartStrand patterns offering visual interest will be included in a new “Fashion Meets Performance” merchandising display this year. SmartStrand’s featured offerings include popular patterns and designs that will draw consumers in so that an RSA can build upon the fashion and performance story.   

 “The display is set to attract," said Jamie Welborn, vice president of product management, soft surface. "Once a consumer is interested, the RSA can reinforce SmartStrand’s difference, including reinforcing its environmental impact.” 

Since its introduction in 2005, SmartStrand carpet has been installed in more than 11 million homes largely due to its tested and proven features and benefits which include cleanability, stain resistance, resulting in fewer customer claims. Made in part from annual renewable plant-based ingredients, SmartStrand also makes it easy for retailers to connect with their environmentally conscious customers. In addition, SmartStrand Silk adds superior softness to the mix. Each strand is packed with 700 silk-like, stain-resistant fibers—three times more individual fibers than found in traditional carpets. Both SmartStrand and SmartStrand Silk include Mohawk’s exclusive All Pet Protection warranty. 

For 2022, SmartStrand is also expanding with limited styles featuring Mohawk’s new ReCover Backing Technology.

“SmartStrand with the ReCover Backing System is an amazing new innovation that was created to target consumers that are aiming to be environmentally conscious,” said Jamie Welborn, vice president of product management, soft surface. “A lighter weight, recyclable carpet backing, this product creates the smartest solution for their homes and makes the carpet useful even after they’re done with it.” 

ReCover backing makes SmartStrand 100 percent recyclable and reusable at the end of the carpet’s first life. Its fiber is made in part from renewable plant-based materials. ReCover is hypoallergenic and latex free, and it will not absorb moisture that can lead to mold and mildew growth. The backing allows SmartStrand to be 30 percent lighter in weight than traditional carpet, creating a product that is easier to handle during install. Additionally, the soft back will not scratch walls or baseboards during installation.

“ReCover backing can help retailers attract the growing millennial market, where sustainable solutions are increasingly important,” Silbert added. 

Retailers can promote SmartStrand with ReCover Backing Technology through a new blanket display.

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