Mohawk Broadens Utility Rugs

By Cecile B. Corral -- Home Textiles Today, 2/13/2007 12:00:00 AM

Sugar Valley, Ga. —

Seeing new opportunities for utility rugs driven by a consumer demand for more fashion in this otherwise solid-colored category, Mohawk Home is more than doubling its new sku offerings this market.

Recent investments in design and construction have allowed for a greater breadth of looks and styles, explained Jim Quist, vp, sales and marketing, representing Mohawk Home's largest ever rollout of utility rugs with more than 200 new skus.

"We see expanding distribution points for scatter and accent rugs like these, all the way up and down the line," Quist said. "It is a product the consumer is comfortable buying on the spot, it's an easy purchase at retail, and we see more points of distribution, especially at the home center level."

These indoor rugs are designed for use at the front door, by the kitchen sink, in the laundry room, and other high-traffic areas.

All domestically made, most of Mohawk's line used to comprise mostly solid colored polypropylene rugs. But demand for trendier looks and higher price points has evolved this category into more sophisticated patterns, new printed looks, more colors in printed items, and more texture.

"Since people are building fancier kitchens and remodeling their homes more, there is an increased demand for improved design levels and not just the traditional solid colored looks anymore," Quist said. "We've created for the first time good-better-best programs for all retail. We want to offer more price range options."

Mohawk Home's new assortment includes heavier bases, cotton and nylon fibers, comfort cushion mats, and new solid-colored and textured tufted berbers.

"We also have more colors and better quality substrates in the printed rugs," he added.

As always, size offerings span from 21" by 34" through 4' by 6'.

Many of the designs coordinate to new and existing area rugs lifestyle programs.