Calhoun—Since the launch of RevWood in 2016, Mohawk remains committed to building out the popular portfolio of wood without compromise. Mohawk is adding 14 new styles to RevWood’s Plus and Premier tiers to help retailers protect margin as the U.S. wood market continues to evolve.
“When it comes to RevWood Plus, our retail partners need the option of providing critical price points to their shoppers, especially in an inflationary market,” said David Moore, Mohawk’s senior product director, wood. “Our new Plus styles offer the beauty and performance attributes that RevWood is known for but at a price that attracts a wider range of consumers.”
In addition to an expanded price band, the RevWood Plus introductions will further diversify the portfolio with narrower width products. “After many years of the wider/longer look, we are seeing an increase in demand for narrower planks,” Moore noted. “We are watching this trend closely to ensure our retail partners remain in the forefront of consumer preference.”
This year’s RevWood Premier introductions will emphasize Mohawk’s leadership in beauty with new Signature Technology styles in a wider range of colors.
“As the market leader, Signature Technology captures the beauty of natural hardwood with artistic precision, featuring 64 layers of textured detail with 4x the resolution and over 1,000 color variations,” explained Seth Arnold, Mohawk’s vice president of marketing, hard surface. “When launched in 2022, retailers and consumers alike were immediately able to recognize the technology’s unprecedented value–and that was before they put their hands on the product. Once they did, it was apparent that RevWood Premier with Signature Technology was indistinguishable from natural hardwood and a real game changer.”
Both RevWood Plus and RevWood Premier feature Mohawk’s proprietary WetProtect technology for the right kind of waterproof, offering maximum scratch protection and All Pet Protection & Warranty.
Mohawk said it also continues to provide first-class marketing support for RevWood through retailer advertising options. RevWood will also be included in the Mohawk national sale.
The line will coordinate with Performance Accessories products to offer innovative, multifunctional transitions that are color-coordinated for retailers to sell a complete flooring package in one purchase.