At the New York Home Fashions Market last month, Mohawk hit different market segments with several new licenses, including Duck Dynasty, based on A&E’s most-watched series.
The Duck Dynasty licensed rug program will consist of printed nylon area rugs, scatters, comfort mats and utility mats. The reaction to the launch at market was “tremendous,” said Jeff Seagle, director of marketing and product merchandising. “We can’t get it out fast enough.” And the Duck Dynasty team was “wonderful to work with,” he added. “We dove head first into it.”
In addition, Mohawk unveiled its license with the New York Botanical Garden; the collection will include printed nylon rugs among other constructions.
For its Back to Campus segment, Mohawk now has the license for Someecards, a free online greeting card site that offers fun, whimsical—and sometimes snarky—sayings. “It ties into social media and our awareness with social media,” said Seagle. “People are very intrigued with it.” The line will consist of scatter rugs.
Mohawk also emphasized its U.S. production at market, as this “is what our retail partners want from us,” said Seagle. The company promoted its U.S.-made product with a vignette in its renovated showroom, and new branding will emphasize the U.S.-made aspect on packaging as well as in a soon-to-launch video.
In its woven polypropylene line, Mohawk debuted Shaggy Vibes, an eight-color shag with such designs as geometrics, suzani, chevron, and African and Moroccan themes. In addition, inspired by Sunbrella fabrics, the company’s new indoor/outdoor woven line is constructed to last three years, and is in 10 colors and 25 designs.
In Mohawk’s bath rug category, the company launched more than 70 new imported designs, said David Record, director of global sourcing, and due to customers’ requests, that included more cotton and cotton-blend products, as retailers are returning to that category. Other introductions included a photorealistic bath mat, with a foam base and photos of rocks, water and wood.