Mohawk Home debuts American Rug Craftsmen for middle market
Home Accents Today Staff -- Home Accents Today, January 2, 2013
SUGAR VALLEY, Ga. - Mohawk Home is reintroducing American Rug Craftsmen, a familiar name from its past, with new design and style.
"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. 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."
All rugs under the American Rug Craftsmen label will be crafted of 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.
American Rug Craftsmen will introduce the first woven area rugs made from the popular and soft SmartStrand Triexta fiber, the current fiber of choice within Mohawk's Floorings broadloom carpet assortment, according to a company release.
The label will be sold at furniture stores, rug dealers and specialty retailers. "Mohawk rugs are found in larger retailers and home centers, while Karastan rugs appeal to the high-end, designer market," Culpepper said. "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."
More than 250 designs in ten collections will debut at the Atlanta Rug Market and the Las Vegas Market. Mohawk has physically expanded its AmericasMart Atlanta showroom (3-A-1) to accommodate the soft launch of American Rug Craftsmen.
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 5x8 will range from $149 to $399. Since American Rug Craftsmen products are made in the USA, shipping will be in 30 days or less.
Uttermost and Surya at the Dallas Market Center