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product 101 Mohawk’s consumer research showed shoppers could not discern between some laminates and real hardwood.

RevWood—what’s it all about? a whole new spin on traditional wood flooring By Reginald Tucker

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revolutionary engineered flooring product that combines the look and feel of authentic wood with the tenacity of laminate. That’s how Mohawk Industries describes its new RevWood and RevWood Plus lines—a pair of collections tailored for consumers who desire the aesthetics real hardwood offers without the hefty price tag associated with high-end wood or the limitations associated with natural wood products. In essence, RevWood is billed as a revolutionary wood flooring (hence the “Rev” in “RevWood”) that’s built to withstand the rigors of today’s active households. The product, which features a laminate decorative layer bonded to an HDF engineered core, is designed to resist stains, scratches and dents while still rendering a realistic hardwood visual. While RevWood does not usher in an entirely new flooring category unto its own, the positioning of the product is intended to challenge typical consumer notions of how they perceive traditional laminate flooring products and engineered hardwood flooring. Back in early 2017, Mohawk conducted 2 I June 25/July 2, 2018

extensive consumer research—including targeted focus groups and surveys—to determine how shoppers discern the differences between the various hard surface flooring products available today. The company also wanted to find out what factors consumers consider when making their final selections. “Specifically, we wanted to know what they thought about wood, vinyl and laminate products,” said Angela Duke, director of brand marketing, Mohawk. “We learned from consumers that their shopping experience can be very complex and frustrating. Our main goal is to make shopping for flooring very easy and simple to understand, and that’s precisely what we’re doing with the launch of RevWood and RevWood Plus.” Consumers who participated in Mohawk’s focus groups reviewed samples of laminate, vinyl and wood planks, and they were asked how they would categorize each product. The results, according to Duke, were enlightening. “In the consumers’ minds, they put a natural divide between vinyl and wood—there’s really no middle ground here. But when they

looked at the solid wood, engineered wood and laminated wood samples, consumers put them all in the same group.” Based on those findings, Mohawk saw an opportunity—and seized it. “We capitalized on what we learned, and that led to the creation of the RevWood and RevWood Plus brands,” Duke explained. “We know consumers understand there’s prestige in hardwood, but they also have a hard time justifying paying a lot of money for a solid hardwood floor—nature’s ‘gold’ standard. It represents the highest quality in the mind of the consumers, but it’s also the highest cost. But wood is not as durable or scratch resistant as laminate, so consumers don’t get all the benefits.” Making the mental leap from laminate to hardwood was not as difficult for consumers, Duke argues, because of the way Mohawk’s laminate products are constructed. “Our laminate products are mostly made up of wood,” she noted. “It wasn’t a big challenge for us to put laminate and engineered wood in the same category because the consumer automatically did that for us.”

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selling

extolling the performance attributes of RevWood Plus

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ood without compromise.” That’s the overarching tagline and driving philosophy behind Mohawk’s new RevWood Plus collection—the step-up product to the entrylevel RevWood line. In developing RevWood Plus—an offering loaded with bells and whistles designed to boost performance attributes for end users and profits for dealers—Mohawk took into account the challenge active families face when evaluating wood flooring as an option for their homes. Compared to solid wood flooring, RevWood Plus aims to provide the solution for homeowners seeking stylish wood options that can perfectly accent any room design—all while meeting expectations that it will withstand the wear and tear active families place on their flooring. “RevWood Plus is the premium offering in the line while RevWood is the opening price point,” Angela Duke, director of brand marketing, Mohawk Industries, explained. “It has more premium visuals, longer/wider planks and more textures, while RevWood features more of the commodity-type visuals. However, both brands feature state-of-the-art technology and are made in the U.S.” Mohawk created RevWood Plus to deliver the look and feel of authentic wood but provide the toughness and durability associated with laminate flooring. The product boasts the ability Elderwood in to keep spills, accidents and tracked-in stain Asher gray oak makers on the surface for quick and easy cleanup. What’s more, it is billed as a waterproof flooring system that’s scratch resistant. Following are some of the primary attributes of RevWood Plus:

Features Uniclic MultiFit Technology

Benefits Innovative locking system facilitates seamless installation while providing the first line of defense against water incursion.

HydroSeal

Perimeter coating prevents water from spills or pet accidents from penetrating the coreboard.

Moisture Guard

Provides additional thermal control and moisture protection for humid environments such as basement areas.

GenuEdge

Pressed bevel edges mimic the appealing look of bevels found in real wood strip and plank hardwood.

All Pet Protection

Warranty covering all pets, all accidents, all the time.

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Sawmill Ridge RevWood Plus boasts several innovative technologies that work in conjunction to form a complete waterproof system designed for areas of the home that are prone to moisture incursion.

Several distinct attributes of RevWood Plus work in conjunction to form what Mohawk calls a complete waterproof system. From the Uniclic MultiFit locking system to Mohawk’s GenuEdge pressed beveled edge and HydroSeal perimeter coating, these innovations are designed to trap liquids on the surface of the floor, thereby preventing damage to the core. The waterproof seal is so reliable, according to Mohawk, that consumers can even regularly wet mop a RevWood Plus floor—something unheard of with traditional laminate floors. “With RevWood Plus, we have taken performance to the next level,” Duke said. “The combination of HydroSeal, GenuEdge bevel technology and the Uniclic glueless locking system—which keeps water from seeping past the joints—makes a complete waterproof system. On top of that, we are able to offer All Pet Protection as well. The end result is a product that’s much easier for the consumer to maintain.” Mike Fleming, owner of Seattle-based Carpet Liquidators, has only had the product for about three months. But he likes what he’s seeing so far. “The waterproof story is a great feature for customers to do a trade-up sale in laminate vs. the [cheaper] competition in laminate,” he said. And thanks to RevWood Plus’ environmentally friendly construction, it’s also a product that allows the homeowner to sleep easier— literally. “RevWood Plus products are low in VOCs, so it contributes to good indoor air quality as well,” Duke stated. June 25/July 2, 2018 I 3

presentation Mohawk suggests dealers place RevWood displays right alongside other hardwood flooring racks in the showroom to simplify comparison shopping.

what retailers need to know

By Reginald Tucker hen it comes to positioning RevWood and RevWood Plus for maximum sales potential, product placement is key. Rather than grouping the product in with competing laminate floors—many of which retail on the lower end of the spectrum—Mohawk is advising its dealer partners to aim high. In other words, place RevWood displays on a more level playing field right alongside other hardwood flooring displays in the showroom. “We realize retailers may be a little hesitant to do that, but it goes back to simplifying the retailers’ shopping experience,” said Angela Duke, director of brand marketing. “Our research shows dealers should group all their wood and wood-based products together, then take the consumer through her shopping journey based upon her performance requirements, lifestyle and then the benefits and features she is seeking.” As Duke explains: “We know consumers—especially those with active families who have pets and kids—are looking for some type of performance product but still want the high-end wood look. Now we’re able to show them RevWood or RevWood Plus. But if a consumer says, ‘You know what, I’m not really concerned about scratches but I’m looking for a natural hardwood product.’ Then we can take them to our TecWood line, which is our engineered hardwood product. So having them all grouped together is beneficial for the retailer.”

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Options galore Of course, it can’t hurt when you offer dealers a compelling package of styles and visuals to sell. All RevWood/RevWood Plus collections are designed to address consumers’ aesthetic needs while providing the durability, performance and value homeowners crave. Each collection features the latest embossed-in-register technology and beveled edges for ultra-realistic detail. Following is a snapshot of the initial patterns and designs: Elderwood: This collection is available in four trending colors with distinctive knots and grain patterns. Elderwood provides a choice of sophisticated oak visuals in 12mm planks measuring 7½ inches wide x 5411⁄32 inches long. Antique Craft: Five color options in time-worn hardwood looks available in trending soft brown and gray tones in longer, wider planks spanning 97⁄16 inches x 80½ inches. Sawmill Ridge: An ensemble of reclaimed hardwood visuals in four fashionable colors that coordinate with a variety of today’s design 4 I June 25/July 2, 2018

styles. Natural wood character is enhanced with deep texture to highlight knots and varied grain patterns. Plus, Sawmill Ridge features radial saw marks, adding a rustic charm inspired by vintage hardwood planks produced by the early sawmills. Planks are 12mm thick, 61⁄8 inches wide x 47¼ inches long. Dealer excitement surrounding the project launch is evident in the number of displays that have been purchased thus far. According to Duke, more than 1,200 merchandisers have been shipped since the official launch at Surfaces 2018. Mike Fleming, owner of Carpet Liquidators in Seattle, is a fan. “We’ve had some early success with it,” he told FCNews. “The styles and colors are out of this world, and that’s why we’re selling it.” With respect to product placement, Fleming chooses to straddle the line. “Because we are a stocking dealer, we put RevWood toward the front of the store with laminate but next to the engineered hardwood,” he said. “I was concerned about the price point because it gets into the engineered wood category; however, the styling and colors are just spot on.” Mike Lekocaj, co-owner of Niko’s Import-Export, based in Macomb, Mich., is also a believer in RevWood. “It’s a very good product. What I like in particular are the width and the length—9 inches wide x 7 feet long. That’s what’s doing well with consumers. Mohawk did a very good job with the colors.” With respect to placement, Lekocaj, follows Mohawk’s recommendation. “We have it right next to the wood section,” he said. “The younger generation seems to like it; they don’t care as much if it is laminate or wood as long as it looks good.”

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BUILT TO WITHSTAND REAL LIFE, RevWood is revolutionary wood flooring that resists stains, scratches and dents – all while offering the beauty of wood floors.

REVWOOD IS AVAILABLE in a variety of styles in trending colors to coordinate with any décor. Even better, RevWood floors are exceptionally durable, providing worry-free assurance that it won’t lose its looks. Plus, engineered with the Uniclic® Locking System, planks lock together making RevWood moisture resistant and easier to install.

WOOD WITHOUT COMPROMISE

Contact your local Mohawk representative to learn more about RevWood today. MohawkFlooring.com | 1-877-ASK-MOHAWK (275-6642) CARPET

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testimonials

dealers give thumbs up By Ken Ryan

to Mohawk’s RevWood Plus

olors that are “out of this world,” styles that are on trend, wood looks that rival the real thing—and it’s a waterproof flooring system. These are among the benefits that flooring dealers are extolling when discussing RevWood Plus from Mohawk. The product is still a relative newcomer in the market but is already making an impact in retail showrooms and helping revitalize the laminate category. Mohawk retailers shared their first impressions with FCNews.

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JON DAUENHAUER co-owner Carpet World Bismarck, N.D.

“RevWood Plus is the authority in the new water-resistant laminates. It has answered all the questions and concerns that have plagued laminate floors for years. We stock three different colors and love to show customers a ‘wood’ product without compromise. We love that RevWood Plus features the durability and scratch resistance of laminate with the added benefit of superior water resistance. Most important to RevWood Plus is that the visuals are fantastic and take on the look of traditional wood. We created our own display showing the tight seams being able to hold water. This water demo is now going on month three with no signs of swelling or water getting through the seams. The demo tests both the side joint and end joint of RevWood Plus.”

Merchandising approach: Positions RevWood Plus display with the laminate flooring section. “RevWood Plus combines vintage allure and incredible hardwood realism with impressive, reliable durability that resists stains, scratches, dents and liquids. The TODD STEVENS collections offer impressive owner residential warranties for true Dalton Wholesale Floors peace of mind. It really is wood Adairsville, Ga. without compromise.”

“It’s a great-looking product and the waterproof is the magic. The realistic wood looks of this product, the quality of the embossing and the length of the boards are all key selling points.” RICHARD SCHERZER owner About Floors n’ More Jacksonville, Fla.

Merchandising approach: Places RevWood with the rest of the Mohawk laminate products. “RevWood Plus further strengthens Mohawk’s position as the leader in this category. The realistic, low-gloss, wideplank visuals are a huge plus. I believe this is Mohawk’s attempt to bring real value to a category that has been under so much downward price pressure in a race to the bottom. The consumer response has been good as it seems to ease the concerns consumers have about water damage.  Customers like the warranty against everyday spills and the All Pet warranty.”

MATT NORMAN owner Norman’s Floorcovering Newberg, Ore.

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CRAIG PHILLIPS president Barrington Carpet & Floor Design Akron, Ohio

“We have been selling it for a few months and really like the product. It has become something we really like to sell. We feel it combines the best attributes of laminate flooring (scratch resistance, realistic visuals) with the attribute that has made the LVP popular (waterproof).

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consumer case study

active families are no match for RevWood Plus By Mara Bollettieri

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abriel Rodriguez, manager of Carpet Liquidators, Everett, Wash., is in a unique position—he is both a retailer who sells Mohawk’s RevWood Plus flooring and a consumer who has used the product almost exclusively throughout his own home. In many ways, Rodriguez fits the profile for the prototypical customer that Mohawk had in mind when it developed RevWood Plus. The store owner, along with his fiancée, have four pets (two cats and two dogs) and a 5-year-old son. A family of that size not only required a floor that can stand up to the rigors of an active household, but the owners also desired a product that was visually appealing. RevWood Plus’ waterproof attributes, trendy looks and All Pet Protection warranty—along with its ease of maintenance—proved to be the winning combination. “The boards are made with Mohawk’s HydroSeal, which gives you the peace of mind for spills,” Rodriguez told FCNews. “There are LVT products out there that are waterproof, but LVT is not very strong. RevWood Plus has the best of both worlds.” RevWood Plus’ highly touted scratch resistance, in particular, was a big draw for Rodriguez. Although his pets are house trained, there are occasional “accidents.” Then there’s junior, who often drips water all over the floors after bath time. But with RevWood Plus, Rodriguez is not at all concerned about water damage. “Not only does it look phenomenal, but it has just been holding up perfectly fine,” he explained. “I know the boards aren’t going to swell up, and I don’t worry that we’re going to have to replace all of the floors, which can cost a lot of money.”

Before

After Gabriel Rodriguez decided to install RevWood Plus throughout his home based on the product’s waterproof attributes. Pictured here are before-and-after images of his bathroom and kitchen/living area.

True believer There’s no shortage of laminate floors on the market that claim to be impervious to water damage. But Rodriguez knew he had a winner with RevWood Plus early on when he was introduced to the product by Mohawk reps who conducted training for his employees. “They had this little display and they poured gallons of water onto it,” he told FCNews. “None of the water was getting through because the locking mechanism is

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Before

After

so tight; the boards aren’t exposed. I was like, ‘Wow, that’s a phenomenal product.’” Rodriguez’s fiancée is pleased with the floor as well, but more so for its aesthetic appeal. “Since I’m more of the flooring guy, I’m the one who really focuses on the performance,” he said. “She just loves how it looks.

The design is really great, and that’s one of her favorite things.” The Rodriguez family is so confident in RevWood Plus that the product is installed in almost every room in their new home. “It’s literally installed everywhere,” he said. “Every bathroom, every closet.” June 25/July 2, 2018 I 7

Contact your local Mohawk representative to learn more about RevWood Plus today. MohawkFlooring.com | 1-877-ASK-MOHAWK (275-6642) CARPET

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