Mohawk broadens utility rugs

By Staff -- Home Textiles Today, 2/6/2007 12:07:00 PM

Sugar Valley , Ga. – Having identified new retail 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 new investments by the company in design and construction have allowed for a broader 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.”

“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 added. “So we’ve created for the first time good-better-best programs for all retail levels. 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, as well as new options in the printed line. As always, size offerings span from 21-inch-by-34-inch through 4-foot-by-6-foot.