How do you make a great product even better? In the case of Mohawk’s revolutionary SmartStrand carpet, the answer is responding to consumers’ greatest needs by exponentially increasing the product’s performance attributes.
According to Tom Lape, president of Mohawk Residential, SmartStrand has been the largest initiative in the 136-year history of Mohawk since the product’s launch 10 years ago. “But it’s not only about history; it’s about what we are doing next. SmartStrand represents a decade of innovation, and it’s about to get a whole lot better.”
Launched in 2005, SmartStrand is made of triexta, which was the first newly classified fiber by the FCC in over 50 years. Two years later, SmartStrand became the carpet industry’s first bio-based product. Most recently, SmartStrand Silk, unveiled in 2012, set the standard in premium soft carpet. More than 7 million homes have been installed with SmartStrand in the past decade.
So, where does Mohawk go with SmartStrand, or, as Lape put it, “How do you make the best carpet on the planet even better?” Answer: “You make it easier to clean, easier to maintain and easier to enjoy.”
As such, on Dec. 5, Mohawk took the wraps off SmartStrand Forever Clean at its annual Solutions convention for aligned dealers here. Forever Clean is billed as the “toughest, easiest to clean carpet on the planet.” And, to prove that statement, the company is partnering with the Tough Mudder competition, the latest in a long line of creative marketing campaigns—Ricko the Rhino, License to Spill and SmartStrand Unleashed are some of Mohawk’s challenges that have put SmartStrand to the test. Stay tuned for more updates on how this new innovative carpet passes the ultimate test of durability and cleanliness: the tough mudder challenge!