Article Number: 4361
Mohawk, DuPont win FTC petition: PTT in own class - SmartStrand line made of new triexta fiber
By Steven Feldman
After a near three-year process, the Federal Trade Commission (FTC) has determined that PTT, the fiber used in Mohawk SmartStrand carpets and previously classified as polyester, merits its own subclass. The ruling comes in response to a petition jointly initiated by Mohawk Industries and DuPont in 2006.
Going forward, the fiber of which Mohawk’s exclusive SmartStrand carpets is constructed, will be referred to as triexta, which is marketed by DuPont under the trademark Sorona. The two companies petitioned the FTC to establish a new fiber subclass for triexta after independent testing and retailer and consumer testimonials revealed it takes durability, stain resistance and softness to a new level and shares with polyester little more than a chemical structure.
The ruling is significant, not only for Mohawk and DuPont but for the carpet industry as a whole. This is the first extension approved by the FTC for textiles in five years and the first for residential carpet since nylon in June 1959.
Mohawk said it filed the petition in response to retailer feedback that it was difficult to clearly communicate the benefits of SmartStrand when it fell into the same category as traditional polyester products. “There did exist some real world confusion amongst retailers, sales associates and consumers on this product,” said Tom Lape, president, Mohawk Residential.
“Attaching just the word polyester to the product does not adequately and accurately represent the superior attributes in softness and durability. Not only is it different, but it meets the FTC standard, which requires material differentiation in attributes deemed important or that make an impact at the consumer level.” He went on to illustrate that a polyester that floats may be a differentiated feature, but it has nothing to do with the performance of the product in the consumer’s home.
For Mohawk, the FTC ruling validates what it says it has been seeing and hearing from retailers and salespeople: “That this product is truly different in what the retailer has historically experienced in polyester,” Lape said. “Most importantly, we have what we believe to be the most substantial third party, the FTC, agree with our representation of how different it is from the ordinary polyester products on the market today. We think this will allow retailers to better sell the benefits of carpets made with triexta vs. nylon options.”
While Mohawk stands to benefit more so than other mills because of its strong PTT position, Lape and others see it as favorable for the industry as a whole. “Anything we can do to help the consumer make an educated decision at point of sale, we as an industry win long term,” Lape said. “Consumers find shopping for our product to be a challenge. Anything like FTC validation is good for the industry. There is no downside to a better educated consumer.”
Ralph Boe, president and CEO of Beaulieu of America, said even though his company does not currently market a PTT product, the ruling can be looked at as a positive for the industry as a whole. “I think it carries on the growth of polyester. Triexta is a polyester, so I think it will help retailers who carry PET as well. That’s where the growth has been over the last couple of years, and I expect that will only continue.” He believes before long, half the market will be polyester.
He also believes anything that’s being done that can add excitement to the carpet industry is a good thing. “Just like what we’ve done with our own introductions, like Bliss and Healthy Home, giving the consumer new [stories] is very positive.”
Despite the creation of the new subclass, Beaulieu has no plans to add PTT to its assortment anytime soon. “The fact you can talk about something different is great, but it’s a more costly compound to deal with, and a little more difficult to process,” Boe said. “Polyester at one point had a negative connotation in the marketplace, but not anymore. And with the advent of polyester filament, the product performs even better. With all the consolidation over the last 15 years, all the players ensure the quality is right.”
Shaw Industries, which is in the process of discontinuing its two PTT styles, does not see this reclassification having any significant impact on the company. “PTT has been sold in the carpet industry for about eight years,” said Reggie Newton, vice president of marketing. “In fact, Shaw launched the first Shell Corterra PTT style in 2001.”
Newton said Shaw is ceasing production of its PTT styles in response to Shell’s decision to exit the PTT resin business, leaving DuPont as the only remaining supplier. That business will be transitioned into nylon products designed for the segments into which Shaw’s PTT is currently sold.
But at the end of the day, the creation of the triexta subclass of polyester is a victory for both Mohawk and DuPont. Lape noted that SmartStrand continues to be the most successful and smoothest product launch in company history, and believes the product has about 70% market penetration. “This ruling will help those retailers that are still on the sidelines and give more confidence to those who got on early.”
Jeff Lorberbaum, Mohawk’s chairman and CEO, summed it up: “We are thrilled with the FTC’s ruling, particularly because of the business benefits it brings to our retailers.” Specifically, the creation of the triexta subclass gives retailers the ability to emphasize and focus on the features and benefits of the product instead of defending the negative perceptions sometimes accompanied with the word polyester. “Carpets with triexta offer a true performance advantage to consumers.”
The Carpet and Rug Institute declined to comment on this story.
For more information on triexta and Mohawk, log on to www.mohawkflooring or www.mohawktoday.com.
After a near three-year process, the Federal Trade Commission (FTC) has determined that PTT, the fiber used in Mohawk SmartStrand carpets and previously classified as polyester, merits its own subclass. The ruling comes in response to a petition jointly initiated by Mohawk Industries and DuPont in 2006.
Going forward, the fiber of which Mohawk’s exclusive SmartStrand carpets is constructed, will be referred to as triexta, which is marketed by DuPont under the trademark Sorona. The two companies petitioned the FTC to establish a new fiber subclass for triexta after independent testing and retailer and consumer testimonials revealed it takes durability, stain resistance and softness to a new level and shares with polyester little more than a chemical structure.
The ruling is significant, not only for Mohawk and DuPont but for the carpet industry as a whole. This is the first extension approved by the FTC for textiles in five years and the first for residential carpet since nylon in June 1959.
Mohawk said it filed the petition in response to retailer feedback that it was difficult to clearly communicate the benefits of SmartStrand when it fell into the same category as traditional polyester products. “There did exist some real world confusion amongst retailers, sales associates and consumers on this product,” said Tom Lape, president, Mohawk Residential.
“Attaching just the word polyester to the product does not adequately and accurately represent the superior attributes in softness and durability. Not only is it different, but it meets the FTC standard, which requires material differentiation in attributes deemed important or that make an impact at the consumer level.” He went on to illustrate that a polyester that floats may be a differentiated feature, but it has nothing to do with the performance of the product in the consumer’s home.
For Mohawk, the FTC ruling validates what it says it has been seeing and hearing from retailers and salespeople: “That this product is truly different in what the retailer has historically experienced in polyester,” Lape said. “Most importantly, we have what we believe to be the most substantial third party, the FTC, agree with our representation of how different it is from the ordinary polyester products on the market today. We think this will allow retailers to better sell the benefits of carpets made with triexta vs. nylon options.”
While Mohawk stands to benefit more so than other mills because of its strong PTT position, Lape and others see it as favorable for the industry as a whole. “Anything we can do to help the consumer make an educated decision at point of sale, we as an industry win long term,” Lape said. “Consumers find shopping for our product to be a challenge. Anything like FTC validation is good for the industry. There is no downside to a better educated consumer.”
Ralph Boe, president and CEO of Beaulieu of America, said even though his company does not currently market a PTT product, the ruling can be looked at as a positive for the industry as a whole. “I think it carries on the growth of polyester. Triexta is a polyester, so I think it will help retailers who carry PET as well. That’s where the growth has been over the last couple of years, and I expect that will only continue.” He believes before long, half the market will be polyester.
He also believes anything that’s being done that can add excitement to the carpet industry is a good thing. “Just like what we’ve done with our own introductions, like Bliss and Healthy Home, giving the consumer new [stories] is very positive.”
Despite the creation of the new subclass, Beaulieu has no plans to add PTT to its assortment anytime soon. “The fact you can talk about something different is great, but it’s a more costly compound to deal with, and a little more difficult to process,” Boe said. “Polyester at one point had a negative connotation in the marketplace, but not anymore. And with the advent of polyester filament, the product performs even better. With all the consolidation over the last 15 years, all the players ensure the quality is right.”
Shaw Industries, which is in the process of discontinuing its two PTT styles, does not see this reclassification having any significant impact on the company. “PTT has been sold in the carpet industry for about eight years,” said Reggie Newton, vice president of marketing. “In fact, Shaw launched the first Shell Corterra PTT style in 2001.”
Newton said Shaw is ceasing production of its PTT styles in response to Shell’s decision to exit the PTT resin business, leaving DuPont as the only remaining supplier. That business will be transitioned into nylon products designed for the segments into which Shaw’s PTT is currently sold.
But at the end of the day, the creation of the triexta subclass of polyester is a victory for both Mohawk and DuPont. Lape noted that SmartStrand continues to be the most successful and smoothest product launch in company history, and believes the product has about 70% market penetration. “This ruling will help those retailers that are still on the sidelines and give more confidence to those who got on early.”
Jeff Lorberbaum, Mohawk’s chairman and CEO, summed it up: “We are thrilled with the FTC’s ruling, particularly because of the business benefits it brings to our retailers.” Specifically, the creation of the triexta subclass gives retailers the ability to emphasize and focus on the features and benefits of the product instead of defending the negative perceptions sometimes accompanied with the word polyester. “Carpets with triexta offer a true performance advantage to consumers.”
The Carpet and Rug Institute declined to comment on this story.
For more information on triexta and Mohawk, log on to www.mohawkflooring or www.mohawktoday.com.
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