Mohawk Reinvigorating SmartStrand by Appealing to Consumers With Incredible Story of Easy Care, Durability and Environmental Friendliness

Mohawk Reinvigorating SmartStrand by Appealing to Consumers With Incredible Story of Easy Care, Durability and Environmental Friendliness

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Made in part from annual renewable plant-based ingredients, @mohawkgroup's SmartStrand is still the softest, most durable and easiest to clean carpet on the planet. https://bit.ly/2QfjpRK
Wednesday, April 21, 2021 - 1:45pm

CAMPAIGN: Mohawk | Inside the Sustainable Home

CONTENT: Press Release

CALHOUN, Ga., April 21, 2021 /3BL Media/ — Introduced more than 15 years ago, SmartStrand is still the softest, most durable and easiest to clean carpet on the planet. In 2021, Mohawk will continue the celebration of this 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—largely due to its tested and proven features and benefits:

  • Extraordinarily Clean. SmartStrand offers extraordinary cleanability and permanent stain resistance, resulting in fewer customer claims.
  • Exceptionally Durable. SmartStrand provides exceptional durability that preserves the style, beauty and appearance while offering consumers the confidence they can only get from one of the most recognized names in carpet.
  • Environmentally Friendly. 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 superior softness to the mix. Each strand is packed with 700 silk-like, stain-resistant fibers. That is three times more individual fibers than found in traditional carpets—making it a soft and luxurious choice. 

Both SmartStrand and SmartStrand Silk include Mohawk’s exclusive All Pet Protection, the most comprehensive pet warranty in the industry covering all pets, all accidents, all the time.

“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 or speak to your local Mohawk sales representative.
 

About Mohawk

Mohawk Industries is a leading global flooring manufacturer that creates products to enhance residential and commercial spaces around the world. Mohawk’s vertically integrated manufacturing and distribution processes provide competitive advantages in the production of carpet, rugs, ceramic tile, laminate, hardwood, stone and vinyl flooring. Our industry-leading innovation has yielded products and technologies that differentiate our brands in the marketplace and satisfy all remodeling and new construction requirements. Our brands are among the most recognized in the industry and include Mohawk, American Olean, Daltile, Durkan, IVC, Karastan, Marazzi, Pergo, Unilin and Quick-Step. During the past decade, Mohawk has transformed its business from an American carpet manufacturer into the world’s largest flooring company with operations in Australia, Brazil, Canada, Europe, India, Malaysia, Mexico, New Zealand, Russia and the United States.

Contact:

Melissa Stocks

678-499-8881

melissa_stocks@mohawkind.com

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