Article Number: 6188
Mohawk Introduces First Consumer Branded PET BCF Collection, Features Wear-Dated® Fiber Brand, Scotchgard Protection
DALTON (December 2, 2010)—Capitalizing on a strong position in PET BCF fiber and arguably an even stronger position in brand awareness, Mohawk announced the introduction of the first consumer branded PET BCF carpet collection.
The new collection will feature the Wear-Dated® fiber brand, to be Wear-Dated Revive™, and will also have Scotchgard Protector Advanced Repel Technology stain and soil protection.
“Differentiation and innovation in the PET market is critical to helping our retail partners maximize the value they bring to consumers while maintaining and growing their store margins. The new Wear-Dated Revive program which gives them a softer, cleaner and longer lasting PET BCF carpet gives stores this opportunity,” said David Duncan, Mohawk’s Vice President of Marketing.
Duncan noted that before the PET BCF fiber could be branded Wear-Dated, it had to meet the brand’s performance certifications. “A Wear-Dated Revive product is required to meet a higher performance standard in construction with weight, density, and twist,” he said, “and still maintain a value price. The Wear-Dated brand—one of the top five fiber brands in flooring—gives retailers a way to bring great products at real values to consumers in this growing category segment.”
Mohawk adds an extra step to Wear-Dated Revive carpet production called “scouring.” Scouring, which is a fiber cleaning process, removes the lubricants that are used in PET BCF fiber manufacturing. This extra process cleanses the fiber resulting in improved strength and durability, improved soil protection, and improved softness and fiber body. Additionally, it locks-in the Scotchgard Protector improving longevity of soil protection. Duncan said this process is what separates Revive from many other PET BCF providers and allows Mohawk’s PET BCF fiber to meet the standards necessary to qualify for Wear-Dated performance certification.
Duncan said features of the new collection include:
• Wear-Dated performance certification
• Lifetime stain, soil, and pet warranties, plus a 15-year Wear-Dated warranty for abrasive wear, texture retention, and others
• Mohawk’s Revive™ Technology—a process that produces softer, cleaner, and longer lasting PET BCF fiber
• Scotchgard™ Protector Advanced repel Technology and consumer recognition
• Eco-friendliness though the use of recycled content in fiber manufacturing
• Wear-Dated Advertising Co-op
• 24/7 Wear-Dated Reward Points for RSAs on product sales
• Exquisite styles and colors
The new collection will be featured in a “Color Wall” display system that has been proven extremely successful in merchandising other Mohawk carpet collections. The color wall allows shoppers to see different color and style options side by side, and make quick, efficient comparisons. Once the consumer has narrowed down her choices, she can view larger samples and be more comfortable with making a final decision. The Color Wall display also has small samples stored inside so consumers can take them home if needed.
With different color and product options, there are over 200 different choices available to consumers using this compact display system.
“For the first time, a PET BCF collection will have the power of three of most important brands in flooring—Mohawk, Wear-Dated, and Scotchgard,” Duncan said. “This is a tremendous asset in the current market climate, and it offers our retail partners a significant market advantage by providing them with a new branded line of PET BCF carpets that can delight consumers.”
The new collection will feature the Wear-Dated® fiber brand, to be Wear-Dated Revive™, and will also have Scotchgard Protector Advanced Repel Technology stain and soil protection.
“Differentiation and innovation in the PET market is critical to helping our retail partners maximize the value they bring to consumers while maintaining and growing their store margins. The new Wear-Dated Revive program which gives them a softer, cleaner and longer lasting PET BCF carpet gives stores this opportunity,” said David Duncan, Mohawk’s Vice President of Marketing.
Duncan noted that before the PET BCF fiber could be branded Wear-Dated, it had to meet the brand’s performance certifications. “A Wear-Dated Revive product is required to meet a higher performance standard in construction with weight, density, and twist,” he said, “and still maintain a value price. The Wear-Dated brand—one of the top five fiber brands in flooring—gives retailers a way to bring great products at real values to consumers in this growing category segment.”
Mohawk adds an extra step to Wear-Dated Revive carpet production called “scouring.” Scouring, which is a fiber cleaning process, removes the lubricants that are used in PET BCF fiber manufacturing. This extra process cleanses the fiber resulting in improved strength and durability, improved soil protection, and improved softness and fiber body. Additionally, it locks-in the Scotchgard Protector improving longevity of soil protection. Duncan said this process is what separates Revive from many other PET BCF providers and allows Mohawk’s PET BCF fiber to meet the standards necessary to qualify for Wear-Dated performance certification.
Duncan said features of the new collection include:
• Wear-Dated performance certification
• Lifetime stain, soil, and pet warranties, plus a 15-year Wear-Dated warranty for abrasive wear, texture retention, and others
• Mohawk’s Revive™ Technology—a process that produces softer, cleaner, and longer lasting PET BCF fiber
• Scotchgard™ Protector Advanced repel Technology and consumer recognition
• Eco-friendliness though the use of recycled content in fiber manufacturing
• Wear-Dated Advertising Co-op
• 24/7 Wear-Dated Reward Points for RSAs on product sales
• Exquisite styles and colors
The new collection will be featured in a “Color Wall” display system that has been proven extremely successful in merchandising other Mohawk carpet collections. The color wall allows shoppers to see different color and style options side by side, and make quick, efficient comparisons. Once the consumer has narrowed down her choices, she can view larger samples and be more comfortable with making a final decision. The Color Wall display also has small samples stored inside so consumers can take them home if needed.
With different color and product options, there are over 200 different choices available to consumers using this compact display system.
“For the first time, a PET BCF collection will have the power of three of most important brands in flooring—Mohawk, Wear-Dated, and Scotchgard,” Duncan said. “This is a tremendous asset in the current market climate, and it offers our retail partners a significant market advantage by providing them with a new branded line of PET BCF carpets that can delight consumers.”
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