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Mohawk partners with Real Simple for consumer event

DALTON—Real Simple, a consumer magazine for women, invited Mohawk to participate in its exclusive subscriber event, recently held at an upscale Chicago mall.

“Participating in events like Real Simple Nights shows consumers that we really believe in the Mohawk brand and are willing to invest in it,” explained David Duncan, vice president of marketing at Mohawk. “Real Simple’s readers were able to interact directly with Mohawk’s outstanding flooring products and see that we fit well with every lifestyle—whether she is a trendy single, busy working mom, or someone in between.” Continue reading Mohawk partners with Real Simple for consumer event

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Mohawk featured on ABC's "Made in America" series

Dalton—ABC World News Tonight recently devoted two weeks of evening news broadcasts to this challenge:  “Could you furnish a home using only American-made goods?”  It included products from Mohawk Industries as one of its solutions. ABC News traveled to Dallas, TX, and visited the home of the Usrys, a middle-class family of four who thought they had furnished their home with mostly American-made products.  When the show’s producers checked the labels, it found that virtually everything owned by the family was made outside the USA—including upholstery, casegoods, appliances, flooring, lamps, and other furnishings.  ABC News removed everything that wasn’t American made, then set about giving the Usrys a total home makeover—using only goods made domestically. Continue reading Mohawk featured on ABC's "Made in America" series

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Perceived value, soft fibers drive category

Consumers these days are opting for the comfort, warmth and perceived value of carpet over hard surfaces for their homes. So said some of the industry’s major suppliers.

Emily Morrow of Shaw Industries certainly thinks so. Morrow, the director of color, style and design for residential broadloom and hard surface, said consumers sense they are getting more bang for their buck with carpet. She has seen enough examples in 2010 to suggest this is more than just happenstance. “The pendulum is shifting back to carpet because of its value and comfort and the aesthetics. It’s more affordable. There’s a wonderful feeling you get with carpet that you don’t get with anything else.” Continue reading Perceived value, soft fibers drive category

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Mohawk SmartStrand featured at Manhattan BBQ

Dalton—Saveur magazine hosted its first annual Summer BBQ, featuring a collection of celebrity chefs and a “signature” moment with Mohawk’s SmartStrand with DuPont Sorona carpet.

On the first day of summer, fifteen notorious chefs created dishes ranging from roast suckling pig tacos to grilled Montauk squid with Thai basil salad for an invitation-only group of journalists, celebrities, and others at Manhattan’s Pier 66 as Saveur kicked off its first annual summer celebration. Continue reading Mohawk SmartStrand featured at Manhattan BBQ

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Resurgence of carpet and resilient; the new normal dictates value, function, innovation

As the saying goes, every cloud has a silver lining and this rings true in floor covering. A decidedly negative economic state found a ray of light in the resurgent sales of resilient flooring and carpet. On the decline for much of the early 21st century, these two categories have been consistently gaining market share throughout the financial downturn and beckoned sales in a climate where other categories suffered mightily.

“Resilient is on the rebound,” said David Sheehan, vice president of resilient business at Mannington Mills, “due in large part to the movement of the consumer toward products that are practical and pragmatic in today’s economy.” Continue reading Resurgence of carpet and resilient; the new normal dictates value, function, innovation

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SmartStrand success contributes to DuPont facility expansion

LOUDON, TENN.—On the one- year anniversary of the Federal Trade Commission’s (FTC) ruling to approve Triexta as a new class of fiber (FCNews, April 6/13, 2009), DuPont Tate & Lyle announced an expansion to its Bio-PDO facility here. Investments made by both DuPont and Mohawk to market the first new carpet fiber in half a century are paying off for the two companies—and for consumers and flooring retailers, noted Tom Lape, president, Mohawk Residential. Continue reading SmartStrand success contributes to DuPont facility expansion