Mohawk adds to SmartStrand lineup

SmartBeachCalhoun, Ga.—After more than 16 years of bringing solutions to the market with SmartStrand, Mohawk said it will keep innovating its most successful carpet brand’s lineup in 2022. Since its introduction in 2005, SmartStrand carpet has been installed in more than 11 million homes—and counting—largely due to its tested and proven features and benefits, the company said.

Those benefits include:

  • Extraordinarily Clean. SmartStrand offers extraordinarily cleanability and permanent stain resistance, resulting in fewer customer claims.
  • Exceptionally Durable. Exceptional durability preserves the style, beauty and appearance while offering customers the confidence they can only get from the most recognized name in carpet.
  • Environmentally Friendly. Made in part from annual, renewable plant-based ingredients, SmartStrand makes it easy for retailers to connect with their environmentally conscious customers.

In addition, the company said SmartStrand Silk adds superior softness to the mix. Each strand is packed with 700 silk-like, stain-resistant fibers. That is three times more individual fibers than found in traditional carpets, according to Mohawk, making it a soft and luxurious choice.

Both SmartStrand and SmartStrand Silk include Mohawk’s exclusive All Pet Protection, covering all pets, all accidents, all the time.

Fashion Meets Performance

SmartStrand patterns offering visual interest will be included in a new “Fashion Meets Performance” merchandising display this year.

“Most of the market recognizes SmartStrand’s solid performance,” said Denise Silbert, vice president of marketing, soft surface. “But now, more than ever before, a product’s fashion story is critical when selling carpet. With carpet moving from a whole-house purchase to a single-room purchase, consumers are getting more adventurous with their choices and selecting products that really fit their style. We recognized this gap in the market and, to help retailers sell more SmartStrand, are featuring select products on a brand-new merchandising display.”

According to Mohawk, the “Fashion Meets Performance” display will group a variety of products with visual interest in one place. SmartStrand’s featured offerings include popular patterns and designs that will draw consumers in so that an RSA can build upon the fashion and performance story.

“SmartStrand has something for everyone,” explained Jamie Welborn, vice president of product management, soft surface. “The display is set to attract. Once a consumer is interested, the RSA can reinforce SmartStrand’s difference, including reinforcing its environmental impact.”

Believe in the best back

SmartStrand is also expanding with limited styles featuring Mohawk’s new ReCover Backing Technology, checking all the boxes for pet, family and environment-friendly carpet, the company said.

“SmartStrand with the ReCover Backing System is an amazing new innovation that was created to target consumers that are aiming to be environmentally conscious,” Welborn said. “A lighter weight, recyclable carpet backing, this product creates the smartest solution for their homes and makes the carpet useful even after they’re done with it.”

Benefits of the backing include:

  • Environmentally Friendly. ReCover backing makes SmartStrand 100% recyclable and reusable at the end of the carpet’s first life. Its fiber is made in part from renewable plant-based materials. ReCover is hypoallergenic and latex free, and it will not absorb moisture that can lead to mold and mildew growth.
  • Easy Installation. ReCover backing allows SmartStrand to be 30% lighter in weight than traditional carpet, creating a product that is easier to handle during install. Additionally, the soft back will not scratch walls or baseboards during installation.
  • Lifetime Backing Warranty. Additionally, ReCover helps preserve the style, beauty and appearance of SmartStrand. SmartStrand with ReCover backing is guaranteed to never have a warranty claim for delamination and it is dimensionally stable.

“ReCover backing can help retailers attract the growing millennial market, where sustainable solutions are increasingly important,” Silbert explained.

ReCover backing is also pet-friendly and does not break down from pet accidents, adding to SmartStrand’s reliable reputation.

Retailers can promote SmartStrand with ReCover Backing Technology through a new blanket display. Designed with the consumer in mind, these displays will drive traffic in store, according to Mohawk.

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