Mohawk's Main Market Message: ‘Made In The USA'
Home & Textiles Today Staff -- Home Textiles Today, April 8, 2013
Mohawk continues its message and is launching a “Duck Dynasty line.
"We are supporting the initiatives that we believe in, but also those of our retail partners, like Walmart, who are themselves re-emphasizing this USA-made message," said Bart Hill, general manager of area rugs and bath rugs. "Our business hasn't shifted dramatically - we have always been primarily USA-based."
"But," Jeff Seagle, director of marketing and product merchandising interjected, "forever, no one has wanted to talk about it. Now we're again seeing a renewed interest from our customers, so we're making a statement about who we are."
Mohawk Home's assortment - spanning area, accent and bath rugs, as well as a broad array of doormats - is mostly Made in USA, manufactured at its Sugar Valley, Ga., headquarters and at other nearby facilities.
To relay the message, Mohawk Home created a huge display in its New York City showroom, located on the 14th floor at 295 Fifth Ave., along with several product labels bearing the American flag and a new feel-good video about this effort on its website, accessible online and via QR codes on product labels.
"Where it is appropriate and where retailers drive it, we will respond to their needs and requests to promote this message with different labels" and promotions, Hill added. "Being a U.S. manufacturer is nothing new to us. We're just glad to be one, and we embrace it ourselves."
Among Mohawk Home's new offerings for market will be the "Duck Dynasty" collection, created through a recent partnership with cable network A&E, which airs the TV program. Now in its third season, "Duck Dynasty" features "a Louisiana bayou family living the American dream as they operate a thriving business while staying true to their family values and lifestyle," as the A&E website describes it.
The line by Mohawk spans printed rugs, doormats and utility rugs - "all made in the USA, every bit of it," Seagle added.
Each category comes in six to eight designs, and price points are set to range from $19.99 to $39.99.
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