Mohawk Home Reintroduces American Rug Craftsmen Brand
Posted on January 2, 2013 by
SUGAR VALLEY, Ga.-Mohawk Home is reintroducing a name from its past--American Rug Craftsmen. Targeting the middle market, the made-in-the-U.S. brand will also feature fibers made in America, including Mohawk's exclusive SmartStrand Triexta.
"We have launched the American Rug Craftsmen line to satisfy the hunger for American-made products," said Brandon Culpepper, vice president of specialty sales for Mohawk. "Mohawk rugs are found 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. We expect this brand to catch on with design-conscious consumers."
Culpepper added, "The original motto of American Rug Craftsmen was 'Daring, Different and First.' The relaunch of the brand embraces that very same spirit. We will offer a variety of unique products in the softest, most durable yarns available. American Rug Craftsmen is uniquely positioned to offer the industry's best design, construction, pricing and delivery." The original American Rug Craftsmen brand was absorbed by Mohawk in 1993.
At the Atlanta International Area Rug Market and the Las Vegas Market, Mohawk will debut 10 collections and more than 250 designs under the American Rug Craftsmen label, the first woven rugs made of soft SmartStrand Triexta fiber. The brand will also feature rugs made of nylon, polypropylene and PET. The retail price for a 5-by-8 will range from $149 to $399.
To accommodate the new brand, Mohawk has expanded its Atlanta showroom at AmericasMart, space 3-A-1, to more than 7,100 square feet.
"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.