Article Number: 6761
Mohawk takes SmartStrand to the next level, Debuts print, tile lines this spring
By Steven Feldman
One year after introducing its high-performing, highly stain resistant, highly sustainable SmartStrand fiber into the commercial arena via the Karastan and Durkan brands, Mohawk is taking its game to the next level.
First, at the recent HD Expo in Las Vegas, Mohawk launched a pair of print-based Sorona styles by virtue of CYP technology. Then at NeoCon, SmartStrand Contract made its modular tile debut under the Lees brand with seven nature-inspired products called What Moves You. Accompanying the latter is a broadloom duo that coordinates with the tile program using solution- and space-dyed yarns to create a multi-color effect.
“Bringing SmartStrand Contract onto a tile format is big innovation,” said David Duncan, senior vice president of marketing. “The challenge was getting the performance where we needed it, changing residential yarns to commercial yarns.”
Duncan went on to note these intros capitalize on current market trends. “For Durkan, activity is coming back on the hospitality side, particularly in guest rooms at higher-end hotels. And for Lees, modular continues to take share from broadloom.”
One of the trends with some hotels, such as Starwood, is bringing the residential experience into the hotel environment, Duncan said, noting Sorona is the perfect product for that. “You get performance, you get soft, you get sustainable and you get comfort.”
Mohawk is also reacting to a market need on the Lees side. “With modular tile still growing, the opportunity exists to introduce a next-generation fiber in a modular tile format built around the Lees brand, which is known for performance and innovation,” Duncan said. “The idea is to provide commercial customers with a new solution for their projects, then delivering a next- generation product.”
While SmartStrand with DuPont Sorona has been heralded for its durability and stain resistance, it also comes with a very strong sustainability story. For starters, it offers 37% bio-based content and qualifies for LEED points in the rapidly renewable category. Second, Mohawk believes the most sustainable products are those that are durable, and those performance benefits provide lifecycle advantages. Finally, SmartStrand’s triexta yarn system is recyclable. “We have already proven we can bring it back into fiber,” Duncan said. “But it’s brand new to the market, so we have to generate a waste stream supply management. In other words, we have to build volume before we can start recycling the fiber.”
The broadloom products will hit the streets in June, while the modular tile becomes available in August.
One year after introducing its high-performing, highly stain resistant, highly sustainable SmartStrand fiber into the commercial arena via the Karastan and Durkan brands, Mohawk is taking its game to the next level.
First, at the recent HD Expo in Las Vegas, Mohawk launched a pair of print-based Sorona styles by virtue of CYP technology. Then at NeoCon, SmartStrand Contract made its modular tile debut under the Lees brand with seven nature-inspired products called What Moves You. Accompanying the latter is a broadloom duo that coordinates with the tile program using solution- and space-dyed yarns to create a multi-color effect.
“Bringing SmartStrand Contract onto a tile format is big innovation,” said David Duncan, senior vice president of marketing. “The challenge was getting the performance where we needed it, changing residential yarns to commercial yarns.”
Duncan went on to note these intros capitalize on current market trends. “For Durkan, activity is coming back on the hospitality side, particularly in guest rooms at higher-end hotels. And for Lees, modular continues to take share from broadloom.”
One of the trends with some hotels, such as Starwood, is bringing the residential experience into the hotel environment, Duncan said, noting Sorona is the perfect product for that. “You get performance, you get soft, you get sustainable and you get comfort.”
Mohawk is also reacting to a market need on the Lees side. “With modular tile still growing, the opportunity exists to introduce a next-generation fiber in a modular tile format built around the Lees brand, which is known for performance and innovation,” Duncan said. “The idea is to provide commercial customers with a new solution for their projects, then delivering a next- generation product.”
While SmartStrand with DuPont Sorona has been heralded for its durability and stain resistance, it also comes with a very strong sustainability story. For starters, it offers 37% bio-based content and qualifies for LEED points in the rapidly renewable category. Second, Mohawk believes the most sustainable products are those that are durable, and those performance benefits provide lifecycle advantages. Finally, SmartStrand’s triexta yarn system is recyclable. “We have already proven we can bring it back into fiber,” Duncan said. “But it’s brand new to the market, so we have to generate a waste stream supply management. In other words, we have to build volume before we can start recycling the fiber.”
The broadloom products will hit the streets in June, while the modular tile becomes available in August.
 |