Nashville, Tenn.—During Edge Summit, set for December 12-15, 2022, at Gaylord Opryland here, attendees will get a first look at Mohawk’s expanded proprietary Signature Technology, which will be available across all three master brands: Mohawk, Pergo and Karastan.
“Introduced with overwhelming success at our 2022 Mohawk Momentum Roadshow, Signature Technology was a show-stopper for retailers who sell RevWood Premier,” said Seth Arnold, Mohawk’s vice president of marketing, hard surface. “Retailers and customers were immediately taken with the realistic beauty and artistic precision that this technology provides. Building off the high demand of Signature Technology’s debut, we are proud to extend it across our portfolio, giving all our retailers the competitive edge they need to win in the crowded wood market.”
Signature Technology captures natural designs by scanning, cataloging and preserving the extraordinary detail and variety common to each wood species. The 64 layers of microdata are transferred to a flooring plank, designed to provide multidimensional beauty you can see and feel. Signature Technology’s clarity finish achieves 4x more resolution than previous décor methods and contains up to 1,000 unique colors in every square inch, resulting in flooring that is indistinguishable from the original, both in look and feel, according to Mohawk.
“The variety and detail of these natural features are often lost in the low fidelity digital conversions that currently make up the flooring industry standard,” explained David Moore, Mohawk’s senior product director, wood. “We are about 10 years ahead with Signature Technology. As a market leader, Mohawk is positioned to revolutionize and raise design standards.”
Mohawk said its portfolio of wood will be enhanced with Signature Technology, providing retailers with confidence knowing they have a broader assortment of leading wood styles that stand out in the crowd. Signature Technology will also boost Pergo’s bold styling with ultra-realism, staying true to Pergo’s promise of strength in beauty. As the leading luxury brand, Karastan will elevate its premium BelleLuxe line with Signature Technology’s unparalleled visuals, providing the highest style products on the most exceptional platform, the company said.
“Mohawk knows that style and design are attributes more powerful than price,” Moore added. “We are proud to provide our retail partners with products they can’t get anywhere else, so that we can help them protect their margins and expand growth in 2023.”
To support the expansion of Signature Technology, Mohawk will be providing retailers with new marketing and merchandising campaigns.