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MOHAWK LOOKS TO EXPAND CARPET CUSHION PROGRAM.

DALTON, Ga.-Mohawk Industries is planning to add another carpet cushion manufacturing facility to supply what it sees as a growing business.

The facilities currently in operation already cover demand in most of Mohawk's sales regions nationwide.

"Certainly there are the factors of convenience to our customers and additional sales for us that make the cushion business important," said Ed Williams, senior vice president of marketing at Mohawk. "But since cushion has such a critical impact on the life of the carpet, we want to make sure consumers get a quality foundation for their new floor covering purchase. Good cushion is a key part of customer satisfaction."

Mohawk focuses on bonded urethane and synthetic felt products. Synthetic felt is manufactured in Dalton. Bonded urethane manufacturing facilities are in Torrington, Conn; Johnstown, Ohio; and Commerce, Texas.

Mohawk recently rolled out two new cushion products equipped with moisture barriers to complement its Forever Fresh odor-eliminating carpet line. The company has reworked its entire merchandising program into a color-coded "good-better-best" scheme.

Williams said that as Mohawk finalizes its national coverage for cushion products, the company will emphasize consumer education.

"There is still the perception among consumers that cushion is an `add-on' that increases price, not necessarily performance," he said. "Our cushion product line is engineered to provide the support and protection the carpet needs, and our new merchandising is structured to show value-added benefits that can make a big difference in the life of the floor covering investment.

"This is a challenge the cushion business still faces, and we're ready to make an impact," Williams said.
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Comment:MOHAWK LOOKS TO EXPAND CARPET CUSHION PROGRAM.
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Article Type:Brief Article
Geographic Code:1USA
Date:Feb 3, 2003
Words:263
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