Mohawk promotes Performance Fibers
January 21, 2014-- Furniture Today,
Calhoun, Ga. - Mohawk Inds., parent company of area rug manufacturers Karastan and American Rug Craftsmen, is touting its Performance Fibers to kick off 2014.
The company introduced products that tell the story of Smart-Strand, Ever Strand, Perma-Strand and Wear-Dated Nylon at last week's Atlanta International Gift & Home Furnishings Show and International Area Rug Show.
"We're trying to set up our customer and the consumer with better performing product that only Mohawk will offer," said Brandon Culpepper, vice president of specialty sales for Mohawk Home.
Culpepper said Smart Strand, which is derived from switch grass and corn instead of petroleum, has properties similar to nylon from a performance standpoint, but it comes in at a much lower price point. Ever Strand is made of PET polyester, which comes from recycled plastic bottles.
"There's a green story behind both of these fibers," Culpepper said.
Entry-level Karastan Studio products will be constructed from Wear-Dated Nylon, and the company has big plans for its new polypropylene, called Perma Strand.
Culpepper said the end consumer will notice the difference in the products.
"There's a lot of real tangible benefits to this that the consumer will feel. The fibers are a lot softer than what they compete against in the market," he said. "They tend to perform better and they're priced less. They don't wear out in the home. You can get a rug at $399 retail like Smart strand for 10 to 15 years in a home and it will look great the whole time. That's a big deal to the consumer."
Additionally, Kristen introduced the Charisma line, which is hand-made of machine-spun wool yarn in India. Culpepper said the collection, which also retails for $399, gives Karastan suzani and ikat styles.
"We've come up with a yarn system that will help us get a true hand-made look with incredible color," Culpepper said.
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