Mohawk expands Signature Technology across brands
Nashville, Tennessee. -During Edge Summit, scheduled for December 12-15, 2022, at Gaylord Opryland here, attendees will get a first look at Mohawk’s extensive patented Signature Technology, which will be available across all three main brands: Mohawk, Pergo and Karastan.
“Signature Technology, introduced to overwhelming success at our 2022 Mohawk Momentum Roadshow, has been a showstopper for retailers selling RevWood Premier,” said Seth Arnold, Mohawk vice president of marketing, hard surface. “Retailers and customers were immediately impressed by the realistic beauty and artistic precision this technology offers. Building on the high demand for Signature Technology’s debut, we are proud to extend it to our portfolio, giving all of our retailers the competitive edge they need to win in the crowded timber market.”
Signature Technology captures natural designs by scanning, cataloging and preserving the extraordinary detail and variety common to each wood species. The 64 layers of microdata are transferred to a floorboard, designed to provide multi-dimensional beauty that you can see and feel. Signature Technology’s clarity finish achieves 4x more resolution than previous decorating methods and incorporates up to 1,000 unique colors on every square inch, resulting in floors that are indistinguishable from the original, both in look and feel, Mohawk said.
“The variety and detail of these natural features are often lost in the low fidelity digital conversions that are currently the flooring industry standard,” said David Moore, Mohawk’s senior product director, wood. “We are about 10 years further with Signature Technology. As an industry leader, Mohawk is positioned to revolutionize and raise design standards.”
Mohawk said its wood portfolio will be enhanced with Signature Technology, giving retailers confidence that they have a wider range of industry-leading wood styles that stand out from the crowd. Signature Technology will also boost Pergo’s bold styling with ultra-realism, keeping Pergo true to its promise of power in beauty. As the leading luxury brand, Karastan will elevate its premium BelleLuxe line with Signature Technology’s unparalleled visuals and provide the highest quality products on the most exceptional platform, the company said.
“Mohawk knows that style and design are attributes more powerful than price,” added Moore. “We are proud to be able to offer our retail partners products they can’t get anywhere else, so we can help them protect their margins and drive growth in 2023.”
To support Signature Technology’s expansion, Mohawk will provide retailers with new marketing and merchandising campaigns.