Dear Valued Retail Partners,

The last few years have certainly been tough. But, at Mohawk, we’ve been tough, too – toughing it out to stay the course for our business and for yours. We have used every bit of our arsenal – our products, innovation, marketing, and brands – to withstand the challenges of the times and even to charge forward. It’s worked! Now, finally, conditions are improving. The momentum we’ve generated together is continuing in 2010.

Managing With Purpose:

Mohawk’s ingenuity and foresight have helped us set ourselves apart in this difficult business climate. Along with you, we have made tough decisions, worked long hours, devised better plans, and managed our businesses carefully and astutely. We have responded to the shift in consumer behavior, adjusting to the reality as it exists. Consumers are still in control. They are more project-driven, investing in their homes only as they really need to, and only as much as they can afford. The good news is – as we hear from you – retail traffic continues to improve. This should serve to reinforce our commitment to our customers and deliver the kind of real innovations that improve the quality of their lives.  

Investing in You:

Teamed with you, our retail partners, we have maneuvered Mohawk into a commanding position as the consummate flooring company. As we do every year, we have made large investments in our business to better serve your business.

We have expanded our capacities in SmartStrand® with DuPontTM Sorona® to better serve you and your customers. SmartStrand’s extraordinary durability, built-in lifetime stain protection and incredible softness allow you to sell more carpet, more often to more consumers. And with the consumer satisfaction results we are seeing in our research, you can be assured of long term, repeat business for your store.

We have made significant investments in our EverStrandTM carpets featuring Scotchgard® Protector with new soft, greenBCF products that offer the best styling, value and affordability to economy-minded consumers.

We have re-energized our Hard Surfaces business with new innovations and technologies. Our Mohawk Hardwood features Scotchgard® Protector, Mohawk Laminate features GenuEdgeTM and ScratchgardTM; improving the aesthetic and durability of these assortments and Mohawk Ceramic features Reveal ImagingTM; the most versatile imaging in the industry. All of these technologies provide your customers great looking products that perform better, longer.

Our industry-leading environmental initiatives, launched through Mohawk GreenWorksTM, are getting stronger, fulfilling the growing demand and consumer appreciation for recycled content and renewable materials.

Our investments in technology and automation systems such as MohawkNet.com continue to make it easier and more efficient for you to do business with us.

Making Us Stronger:

No doubt the last few years have made all of us stronger as we have realigned our businesses to meet the challenges of the new economic reality. We will continue to invest in and deliver the most powerful and positive customer experience.  We will focus on providing value and differentiation, and we will always bring new ideas to the marketplace. That…you can count on!Thank you, National Floor Trends for inviting me to contribute to your “CEO Letter Series” with a message for Mohawk retailers. And thank you, our retail partners, for your enduring confidence, constant support, and great business. Working together in good times or hard times, we will always be winners!


My best,

Frank Peters
President, Mohawk Flooring Group, Mohawk Industries, Inc.