Mohawk Home offers luxury in bath rugs

By Staff -- Home Textiles Today, 4/3/2006 2:02:00 PM

At the New York Market - Mohawk Home is emphasizing luxury bath rugs, employing six new luxury fibers and hitting price points up to $29.99. "There is a market segment out there we felt we were under-represented in, and we wanted to show customers we are a destination for better product," said David Record product manager, bath rugs.

Mohawk has doubled its new offerings for this market in the category -- showing 18 new constructions and six to eight new yarn constructions for both domestic and imported goods. The 295 Fifth Ave. showroom is now devoting twice the space to bath rugs.

Mohawk has reorganized the category's merchandising concept to fit more snugly with its six merchandise trends -- Crafted Casual, Fusion, Loft, Tailored Classics, Global and Retreat -- which have been used for several markets throughout other textiles categories. "This is the approach that makes sense," explained Jim Quist, vp sales. "It's all about color and product."