Mohawk Home debuts American Rug Craftsman brand for independent retailers

Home Textiles Today Staff -- Home Textiles Today, 1/10/2013 2:48:00 PM

At the Atlanta Market - Mohawk Home has developed a new brand it calls American Rug Craftsman, comprised solely of U.S.A.-produced, machine-made soft floor coverings, to cater to a specific group of retail customers - independent and small regional chain furniture and rug retailers.
The launch is here, today, and is taking place in the company's Karastan showroom on the third floor of the AmericasMart.
As Craig Trimble, vp, product manager, explained to HTT: "American Rug Craftsman is a protect brand for this specific customer set. We're trying to address the $199 to $399 price bracket with these rugs, ending where Karastan Studio [prices] start."
American Rug Craftsman is being sold by the same sales force used by Karastan.
All American Rug Craftsman pieces are synthetic, made domestically by Mohawk, and encompass several different constructions, including some special yarn qualities such as the company's own eco-minded SmartStrand.

"With this new brand, we're trying to address this market more," Trimble continued. "We saw a void, and we are looking to fill it."