Mohawk Home in broadest-ever rug showing
GDA Staff -- Gifts & Dec, February 13, 2008
At the New York Market – This is the first market in recent memory that decorative pillows and throws are not part of Mohawk Home’s latest lifestyle vignette presentations.
Since exiting these auxiliary categories about six months ago, the company has been focused full force on its soft floor coverings – area and accent rugs and bath rugs. Mohawk now is showing a broader assortment than ever of offerings in both domestic and imported offerings, especially in the bath category.
Drawing mostly from India but a bit from China as well, Mohawk looked overseas for its 40-plus cotton bath offerings. Donna Sandy, design director for imported bath, said the company created a variety of constructions “to cover every price level and help our consumer find something she loves” within the $12 to $40 on average retail ticket.
Under the spotlight here is Mohawk Home’s first certified organic cotton collection. It is GOTS certified and is set to retail for $19.99 to $24.99.
Sandy’s approach here was to bring design to the table. “In the past, people made organic rugs so plain, and there was really no reason to buy them instead of something else,” she said. “What we did was try to make our organic rugs beautiful with texture, color and versatile design. The organic aspect is a plus.”
The organic rug assortment includes solid-colored reversibles, high-low textures, chenilles, cabled cottons and cut piles. “I really feel strongly about the pretty story we can tell that is also organic,” Sandy said.
Further on the bath topic, to hit a popular price Sandy said she took a high-end cotton grade but lowered the pile height a bit to maintain the quality and look but still appeal to tight pocketbooks.
On the high end is Enchanted, a 70% cotton/30% micro-denier polyester blended product with an extra heavy weight and a luxurious hand.
Middle-of-the-road styles include other less weighty 70/30 cotton/micro-denier pieces; jacquard woven and latex backed solid pattern styles from China; solid-colored dobbies from India; ring-spun cotton spa-like styles; jumbo bubble patterns in solid and striped looks from India; and cable cottons in new geometric patterns and colors.
Regardless of price bracket, the design mission for this market in bath was “to keep the styling simple and versatile,” Sandy said.
At market, Mohawk Home also delved into infant and juvenile styles for the first time. The assortment for the younger set includes several domestic styles, including polypropylene and nylon demi-shag constructions in polka dots, flowers, checkers and other adolescent patterns.
Imported juvenile rugs come in the forms of area-size flat-woven tapestries with iconic themes, like pirate skulls; as well as printed styles and hand-hooked, cut and loop acrylic accent rugs in fun shapes like butterflies and cars. Solid colored and textured varieties are also part of this mix, such as chunky bubble chenille and soft chindi accent rugs from India.
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