By Steven Feldman
WASHINGTON—Mohawk Industries has purchased the Wear-Dated fiber brand from Solutia in a move designed to give retailers further opportunity to up-sell the broadloom consumer. The announcement came three days before the start of its Color-Center convention here.

According to Tom Lape, president of Mohawk’s Residential Division, Wear-Dated carries 63% aided recall brand awareness among the female consumer head of household demographic, the company’s target audience. “This is a logical move because we now have either a primary or very strong position with the top five consumer-recognized brands in the carpet category: Stainmaster, DuPont SmartStrand, Scotchgard, Karastan and now Wear-Dated. We expect this to be a terrific vehicle to help our business grow faster than the industry.”

Lape added that Mohawk research reveals the Wear-Dated brand connects with two primary attributes: quality and durability. “We could not think of better brand attributes than those two,” he said. “And to do that ourselves would take years. We see enormous potential for the brand and opportunity to add greater value to our retail partners and consumers.”

Branding has become a big part of Mohawk’s strategic mission. In 2005, it embarked on a long-term alliance with Wear-Dated and Scotchgard that company officials described as “the most significant commitment to a product platform in industry history.” More than 80 Mohawk carpet products were designed and constructed using Wear-Dated fiber and the new Scotchgard Protector Advanced Repel Technology. The alliance has benefited all three brands and set a new standard in innovation.

Dave Duncan, vice president of marketing, noted that Wear-Dated’s reputation among consumers and retailers as a product that performs is the perfect launch point for highlighting other benefits. “The brand has already gotten past the first major purchase hurdle: It’s a good long-term investment,” he said. “With the power of the Mohawk, Wear-Dated and Scotchgard brands, the level of consumer trust is nearly four times greater than any other competitive offering. Also, with more Wear- Dated products than ever, across a spectrum of styles and price points, we can address every customer preference.”

Lape agreed, noting that Mohawk’s Wear-Dated offering will be expanded to many of its carpet brands, albeit in a coordinated effort to preserve the uniqueness of the brand to both retailers and consumers.

“Whatever we have out there must stand for quality and performance.” He added there will also be a component of value tied to Mohawk’s warranties and point-of-sale marketing.

Aside from product expansion, Lape said the definition of the Wear-Dated brand will evolve, and it will be positioned as an upgrade to some of the company’s unbranded nylon business. “We will see more of a competitive brand offering without so much of a perceived retail price point to the consumer as opposed to securing the brand promise.”

As for existing Wear-Dated retail programs, Mohawk will continue to support the marketing and promotion of the brand to flooring industry retailers via enhanced salesman incentives on its Rewards for Life program as well as retailer co-op, subsidizing the advertising of Wear-Dated products. Other programs will continue with some nominal enhancements for the retailer and retail salesperson.

Support for the brand at the retail level remains strong. “Wear-Dated is a go-to product line for any dealer,” said Bruce Odette, Carpet Exchange, Denver. “Consumers understand it stands for durability and performance. The selection has gotten better and better, and now that Mohawk owns the brand, I’m looking forward to what’s next.“

Jim Matthews, Carpet Corner, Kansas City, Mo., touted the selection of Wear-Dated products. “I like the fact there is a good range of styles and colors. Customers like choice, and there are a lot of good products and values to select from with Wear-Dated.”

Lape concluded that the Wear-Dated brand will experience a seamless transition from Solutia to Mohawk. Some members of the Solutia marketing team will be joining Mohawk, and consumer adverting will eventually begin based on market conditions.

More than two billion square yards of Wear-Dated carpet have been produced, and the product is in over 13 million homes across the nation.