Mohawk Home reintroduces American Rug Craftsmen brand

Cindy W. Hodnett -- Furniture Today, January 9, 2013

SUGAR VALLEY, Ga. — Mohawk Home, a floor covering and home textiles manufacturer, is reintroducing American Rug Craftsmen, a made-in-America brand that will be sold in furniture stores and by rug dealers and other specialty full-price retailers.

Ten collections have been developed for the label, and more than 250 designs debuted at the Atlanta Rug Market and will be shown at next week's Las Vegas Market, where the company shows in World Market Center C-312.

"This is a change from the American Rug Craftsmen brand, which Mohawk absorbed in 1993," said Brandon Culpepper, vice president of specialty sales for Mohawk. "There is a void in the marketplace, and we see American Rug Craftsmen filling that void as the consumer landscape continues to change. Our research indicates a growing demand for American-made goods and American customer service, which is exactly what American Rug Craftsmen is all about."

Mohawk expanded its Atlanta showroom to more than 7,100 square feet to accommodate the soft launch of American Rug Craftsmen.

All rugs in the collection will be crafted from fibers made in America, and the brand will include tufted, woven and printed rug lines in several of Mohawk's proprietary fibers including SmartStrand Triexta, nylon, polypropylene and PET. The first woven area rugs made from SmartStrand Triexta, Mohawk's fiber of choice for broadloom carpet, will be introduced as part of the new collection.

Company officials said that the collection will be available in a variety of sizes and include rounds and runners. The retail price for a 5 by 8 rug will range from $149 to $399, and all rugs will ship in 30 days or less.

"By keeping everything - from labor to materials - American, we have quality control and abundant inventory that is ready to ship," Culpepper said. "American Rug Craftsmen products will interface with the middle part of the market - in terms of price, style and attitude. We expect this brand to catch on with design-conscious consumers."