Mohawk Going Green in Bath Rugs
Home & Textiles Today Staff -- Home Textiles Today, February 26, 2007
Mohawk Home went "green" this market with a new line of all natural fiber products. The company first added imported organic fibers to its line about a year ago, and has since revamped it with new fibers.
This market's lineup included handmade tufted bath rugs that employ cotton mixed with either silk, corn, organic cotton, linen, milkweed, or soy. All are solid colored with textured pattern looks. Hitting the company's higher end ranks, retail price points are set between $24.99 and $19.99.
On another front, Mohawk Home is actively becoming part of the war against breast cancer through its collaboration with the Susan G. Komen For the Cure movement — and it isn't through a large cash donation.
Elizabeth Miller, senior vp, design, Karastan, and "a breast cancer survivor, myself," she added, is the vehicle by which Mohawk is taking its participation a step further. The company, which is a member of the million-dollar council of For the Cure, is creating home textiles products for retail, from which proceeds will be donated toward cancer research.
The first product line under the Decorate For the Cure program is blush-colored, 50-by-60 acrylic rayon chenille tasseled throws. "We're not just going to plunk these into the stores," Miller added. "We'll include presentations and special labels to explain the program to the consumer." Her hope is to add a how-to diagram of a breast self-exam, which would be featured on the back of the product label.
On a larger scale, Miller plans to partner with other home textiles suppliers and manufacturers who do not compete with Mohawk to create another program she calls Home For the Cure.
Industry Related Content
Celebrity Branding at NY Home Fashions Market