Mohawk Rugs Have the Floor
Cecile Corral -- Furniture Today, August 21, 2006
New York — Rugs, whether bath, accent or area, had the floor at Mohawk Home this market.
Continuing its emphasis on luxury bath rug offerings from April, the company has expanded this line with 30 new constructions and styles — half of them being domestically made and the other half imported.
The new domestic offerings include soft textured cut-and-loop styles, multi-yarn constructions that blend luster levels in both textured and straight set options, and soft-hand styles that come in dull and bright yarns.
The imported additions remain focused on luxury fibers, primarily from India, including Egyptian cotton, Supima cotton, micro-denier acrylic, bamboo, modal, and linen.
In the accent and area rug departments, woven and printed varieties are the focus. Based on the success from last market's Kaleidoscope introduction, Mohawk has added 20 new patterns, most of which are tribal and traditional looks. A 5-foot-by-8-foot is set to retail for $249.
Also in this category, a new collection titled Tribeca was introduced. Available in 25 styles that include mid-century inspired contemporary, floral and transitional looks, a 5-by-8 is priced at $149. The High Desert collection is the new program in the printed rug category. Its color inspiration is drawn from the American Southwest region, and patterns include traditional florals and transitional looks. Mohawk created a new creel for this group.
Lifestyle vignettes also continue to be Mohawk's approach to cross-merchandising and tying together its multiple product categories – pairing the floor coverings with the decorative pillows, throws and top-of-bed goods.
“By cross-merchandising product categories into lifestyle settings, we demonstrate a coordinated approach to the product,” said Jim Quist, vp, sales. “We are committed to this approach, as we believe the consumer wants to be comfortable in their lifestyle as they shop for home products. As our lifestyle trends evolve, we react with fresh product and updated colors, and we continue to develop product at a fast pace as customers respond to newness.”
The six trends that the company showed a year ago persist, but have all been enhanced with new product styles and in some cases, more colors. They are: Global, Loft, Retreat, Fusion, Tailored Classics, and Crafted Casuals.
Global was key this market, largely due to consumers' growing acceptance of more international looks, explained Lance Solaroli, vp, design.
“There has been so much influence from companies we import from — from a design and color standpoint — that they seep into the entire population,” he said. “They are accepting more and more the influences and changes, especially with the spice tones. Burnt oranges, reds and golds are very popular.”
Solaroli went on to say that in this market Mohawk was “exploiting a new olefin creel” that gives the look and feel of a space-dyed yarn for achieving a more handmade, Oriental look to the new product introductions under the Global program.
“The trend is on more primitive designs, influenced by Moroccan and Turkish looks,” he said.
New lifestyle trends will be shown in February.
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