Mohawk Home brings back mid-market brand
Retail Editor 3 -- Home Textiles Today, January 3, 2013
Sugar Valley, Ga. - Mohawk Home is reintroducing a American Rug Craftsmen, which will be U.S.-made.
"This is a change from American Rug Craftsmen brand, which Mohawk absorbed in 1993," said Brandon Culpepper, vice president of specialty sales for Mohawk. "There is a void in the marketplace, and we see American Rug Craftsmen filling that void as the consumer landscape continues to change. Our research indicates a growing demand for American-made goods and American customer service-which is exactly what American Rug Craftsmen is all about."
All American Craftsman rugs will be constructed from fibers made in America. The brand will feature tufted, woven and printed rug lines in Mohawk's proprietary fibers including SmartStrand Triexta, nylon, polypropylene and PET.
In addition, American Rug Craftsmen will introduce the first woven area rugs made from SmartStrand Triexta fiber, which is the current fiber of choice within Mohawk's Floorings broadloom carpet assortment.
"Stylish area rugs in fashion-forward colors designed, manufactured, serviced and delivered by Americans will be the hallmark of American Rug Craftsmen. By keeping everything-from labor to materials-American, we have quality control and abundant inventory that is ready to ship," said Culpepper.
The brand will be marketed in furniture stores, rug dealers and other specialty full-price retailers.
Mohawk branded rugs are distributed in larger retailers and home centers, while Karastan rugs appeal to the high-end, designer market.
:American Rug Craftsmen products will interface with the middle part of the market-in terms of price, style and attitude," said Culpepper. "We expect this brand to catch on with design-conscious consumers."
Mohawk will debut more than 250 designs at the Atlanta Rug Market and the Las Vegas Market in January.
American Rug Craftsmen rugs will be available in a variety of sizes from over-sized rugs to rounds and runners. The retail price for a 5' x 8' will range from $149-$399.
Since American Rug Craftsmen products are made in the USA, shipping will be made in 30 days or less.
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