Calhoun, Ga.—Mohawk will introduce an exclusive Pergo line for specialty retail in summer 2021 that the company said has the most innovative technologies yet. Pergo Elements features 24 SKUs of waterproof wood with premium attached pad, patented WetProtect technology and new ActiveFresh antimicrobial protection.
“Consumers want worry-free floors, and Pergo is the most trusted brand for high performance, worry-free flooring,” said Seth Arnold, vice president of marketing, wood and laminate. “The Pergo Elements line is built on this promise and will provide retailers with bold styling and the most advanced assortment of Pergo innovation with a lifetime performance promise that is ‘Stronger than All of Life’s Elements.’”
The line features WetProtect, a proprietary locking system and surface coating that provides watertight floors. Pergo’s advanced wood laminating technology enhances the unique look of the wood with unparalleled scratch protection, fade resistance and dimensional stability that exceeds natural hardwood in every way.
“Two distinct collections, Originals and Preferred, with six different styles will help retailers drive upgrades,” explained Adam Ward, senior product director, wood and laminate. “Retailers can sell Pergo Elements to any consumer budget, trade up as needed and compete at any price.”
Pergo Elements Originals includes a 10-year waterproof warranty along with a premium attached pad that provides warmth and absorbs surface impact to reduce noise and alleviate stress on the joints, ensuring that the planks remain tightly locked.
Pergo Elements Preferred, a trade-up offering, boasts WetProtect’s lifetime surface and subfloor waterproof warranty, premium GenuEdge pressed bevels for an enhanced hardwood visual, a premium attached pad and Pergo’s new ActiveFresh antimicrobial flooring protection. It is is also steam mop approved so floors can be wet and steam mopped.
Building on its brand-name recognition to drive consumer traffic into stores, the line’s marketing story will place a major emphasis on the flooring being waterproof and worry-free, along with promoting its attached pad and antimicrobial properties. Mohawk said it will provide first-class marketing support for Pergo Elements through new merchandising, Omnify and dealer advertising options. Additionally, Mohawk will offer expedited 48-hour samples of all 24 SKUs to provide quicker sample delivery to consumers.
The line will coordinate with products from Mohawk’s Performance Accessories program that offers multifunctional transitions that are color coordinated for retailers to sell a complete flooring package in one purchase.