Goodwin Weavers rolling out Thomas Kinkade rugs
By Lissa Wyman -- Furniture Today, October 14, 2001
HIGH POINT — After a sneak preview in April, Goodwin Weavers is rolling out its licensed Thomas Kinkade rugs in full force at this market, marking its entry into the room-size rug arena.
The woven polypropylene rugs retail at about $299 in a 6 by 9 size. Featuring romantic florals and traditional English manor designs, the rugs coordinate with Thomas Kinkade licensed upholstery.
The move marks a new corporate marketing strategy for Goodwin and its parent, Mohawk Home. Goodwin Weavers is being beefed up as Mohawk Home's fashion-oriented flagship brand for selling rugs and other decorative textiles to furniture and home accent stores.
"We are going to grow this division like kudzu," said Pat Moyer, vice president of marketing for Mohawk Home.
As Goodwin Weavers aims at the fashion end of the rug business, Mohawk Home's line will focus primarily on the mass market and large chain stores. Mohawk Home's rugs previously were aimed at the full spectrum of stores.
In High Point, the Goodwin Weavers name and products eventually will dominate Mohawk's showroom in the International Home Furnishings Center, said Moyer. In Atlanta, Goodwin rugs will account for about half the showroom.
Goodwin Weavers maintains separate showrooms in both High Point and Atlanta, which are oriented to the gift and decorative accents markets.
Craig Trimble has been named vice president and general manager for Goodwin Weavers. He has been with Mohawk for over 10 years, most recently as a regional vice president of sales. In his new post, he will continue to be based in Mohawk Home's Sugar Valley, Ga., headquarters. Stuart Miller continues as vice president of sales, based in Blowing Rock, N.C.
The Goodwin Weavers sales force remains separate from the Mohawk Home sales organization. "We've got a great group of agents and they have the ability to significantly broaden the scope of Goodwin Weavers into independent furniture dealers and gallery stores," said Moyer.
Goodwin previously has had some decorative accent rugs in both hooked and woven constructions. Its core products are woven decorative throws, pillows and accessories. Mohawk Home's core products are value-oriented area rugs, bath rugs and throws.
Mohawk Home, a division of Mohawk Inds., has textiles sales estimated at more than $400 million annually. Mohawk acquired Goodwin Weavers early this year as part of its purchase of Crown Crafts' woven products division. Karastan is a separate operating and marketing division of Mohawk Inds.
| Moyer |
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