05082018 Mohawk Home Invests in Precision Printing, Ups Ante with Massive Prismatic Collection Lisa Vincenti
MOHAWK HOME INVESTS IN PRECISION PRINTING, UPS THE ANTE WITH ITS MASSIVE PRISMATIC COLLECTION
A playful kaleidoscopic vignette during the March 2018 New York Home Fashions Week marries Mohawk Home's vibrant shags with color-matched precision printed rugs.
HIGH POINT, N.C. -- Mohawk Home commits to growing its printed rug business and ups the ante with its new precision printing technology used to create its massive precision printed Prismatic collection, which was showcased at the spring 2018 High Point Market.
Mohawk's advanced 72 dpi printing capabilities give the company a leg up on a number of fronts, including in the fast-fashion world of area rugs, where online visual impact, speed to market and affordability prove key to luring younger home decor buyers. In addition, the new digital equipment also allows the flooring giant to cater to the growing demand for personalized products, another trend that registers well with Millennial shoppers.
The new stocked Prismatic area rug collection is precision printed on a soft and silky EverStrand PET base with a 72 dpi ink jet system. Shown a vintage inspired motif layered on a damask print.
The Prismatic area rug collection, made in the U.S., now includes nearly 400 designs with patterns ranging from classic and traditional to modern-transitional, contemporary and eclectic. These rugs are printed on a soft EverStrand PET base and mounted on a recycled felt backing to offer better weight and better grip with a rug pad.
Already available for sale online, this contemporary cloud design with superimposed grid motif from Mohawk Home's Prismatic collection illustrates the depth and detail of Mohawk's precision printing technology -- making it ideal for online sales.
Offered under the Mohawk Home label, Prismatic, with a suggested retail ranging starting at $129-$169, is a stocked program, however the new technology allows Mohawk more flexibility. "We do carry stock in these rugs, but the stock commitment is minimal as this is a very flexible machine," said the company's Erika Banks, product director - Karastan and e-commerce. "If the rug is in stock we can generally ship within 48 hours; if the rug needs to be manufactured the lead time is roughly a week.
"Our goal is to get to a situation where we can print and service on demand."
Created of Mohawk Home's EverStrand PET, Prismatic collection rugs feature a soft, silky hand and durability, making the range ideal for busy families. Above and below, a colorful child's room is anchored by a multi-color leaf stripe area rug, and shown in detail below to highlight its plush surface.
PLAYING UP CUSTOM
In fact, earlier this year, Mohawk Home made a loud splash with its new precision printing capabilities during New York Home Fashions Week in March. In its generous New York City showroom, Mohawk focused two vignettes on the customization that its precision printing technology offers.
This generous eye-catching display at Mohawk Home's New York showroom shows how the company's shags can be combined with custom precision printed designs for a funky effect.
One eye-catching 1960s inspired display in the New York showroom, which was large enough to feature a campsite and a moped, paired the company's important entry-level shags -- shown in a psychedelic assortment of colors ranging from candy apple red to lime green and deep blue -- with several precision printed area rugs ranging from classic rainbow tiedyes to a funky family portrait.
A second vignette featured several holiday-themed custom rug designs serving not only as inspiration to buyers for their own custom rugs for everything from Halloween to Christmas, but to also show the clarity of these printed designs.
A seasonal vignette at the Mohawk Home New York showroom earlier this year illustrates how custom printing can be used by retailers to create seasonal or regionally focused area rugs.