Advanced Scotchgard ready to roll, Mohawk steps up fight against stains
December 1, 2005
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Mohawk and 3M have teamed up to create a new generation of carpet and hardwood flooring that will offer an advanced form of Scotchgard protection. 3M said it has developed a "total-fiber protector" that is specially formulated for Mohawk carpet and Solutia Wear-Dated fiber. The new formulation, Scotchgard Protector Advanced Repel Technology, is described as "an integral part of the carpet manufacturing process that provides advanced deep-down protection." It is designed to be well suited to high-traffic areas including entryways, stairwells and hallways.
Mohawk said more than 80 of its carpet products will feature the new technology, including many that will switch from other fiber technologies to Wear-Dated fiber. In addition, Mohawk is introducing a new generation of carpets-and for the first time, hardwood- featuring the new Scotchgard technology. Tom Lape, president, Mohawk Residential said his company's deal with 3M was a major development in the effort to offer floorcovering that fights stains.
"This is the most substantial commitment to a product platform in our industry's history," said Lape. "We are putting together the products, technology, and marketing necessary to make this alignment one of the most valuable resources a floorcovering dealer can have.
"Strong co-branded marketing platforms are proven to provide competitive advantages to channel partners," Lape continued. "Diet Coke and NutraSweet, Dell and Intel are high profile examples of this. So are Mohawk's co-branding retail programs like Mohawk Floorscapes and Mohawk ColorCenter.
The general manager of 3M Protective Materials and Consumer Specialties Division, Darrell Gacom noted that the new technology is an outgrowth of a longstanding relationship between his company and Mohawk. "For more than 30 years, Mohawk and 3M have shared a common objective - to bring to the flooring marketplace, innovative products combined with revolutionary repellency and soil management," said Gacom. "We are proud to be part of this significant product and brand offering to the industry with Mohawk, one of the most respected names in floor covering."
Mohawk said more than 80 of its carpet products will feature the new technology, including many that will switch from other fiber technologies to Wear-Dated fiber. In addition, Mohawk is introducing a new generation of carpets-and for the first time, hardwood- featuring the new Scotchgard technology. Tom Lape, president, Mohawk Residential said his company's deal with 3M was a major development in the effort to offer floorcovering that fights stains.
"This is the most substantial commitment to a product platform in our industry's history," said Lape. "We are putting together the products, technology, and marketing necessary to make this alignment one of the most valuable resources a floorcovering dealer can have.
"Strong co-branded marketing platforms are proven to provide competitive advantages to channel partners," Lape continued. "Diet Coke and NutraSweet, Dell and Intel are high profile examples of this. So are Mohawk's co-branding retail programs like Mohawk Floorscapes and Mohawk ColorCenter.
The general manager of 3M Protective Materials and Consumer Specialties Division, Darrell Gacom noted that the new technology is an outgrowth of a longstanding relationship between his company and Mohawk. "For more than 30 years, Mohawk and 3M have shared a common objective - to bring to the flooring marketplace, innovative products combined with revolutionary repellency and soil management," said Gacom. "We are proud to be part of this significant product and brand offering to the industry with Mohawk, one of the most respected names in floor covering."
