Mohawk Pushing Licensing
Cecile Corral -- Home Textiles Today, October 17, 2005
At The New York Market — Mohawk Home is well versed in area and accent rugs, decorative pillows and throws. But this market the company is looking to expand its bedding knowledge via the addition of a new category offering — four-piece comforter and three-piece duvet sets.
Mohawk has long offered matelasse and other top-of-bed goods. But the addition of comforter and duvet sets represents “a big extension for us,” said Bart Hill, general manager, textiles division. “We're keying in on specific customers.”
The duvet sets include one duvet and two shams; the comforter sets include one comforter, two shams and a bed skirt.
They come in five styles that can be interpreted on either duvets or comforters. These styles are: Wave Circles, Fusion Silhouette, Spider Mum, Garden Damask and Barnaby. All tie back to Mohawk's six lifestyle design themes for this market.
Hill added that the company has boosted its decorative pillow and throw offerings with more looks, added embellishments and treatments and heavier weights to offer more coordinate accessories to the new bedding sets.
Retail price points are set at $99 to $129 for the duvet sets and $199 to $449 for the comforter sets.
Another push this market for Mohawk is its licensed area, accent and bath rug program with Laura Ashley. The company has added nylon printed and woven constructions, donning updated versions of traditional Ashley designs and “an evolved color palette for today's market,” said Jim Quist, vice president, sales. “It appeals to a younger customer.”
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