Calhoun, Ga.—Mohawk said it will begin to roll out a fully evolved TecWood product line and introduce 100 new SKUs in 2021 in an effort to give homeowners trusted performance and design from a natural hardwood veneer.
“Even as wood décor products continue to expand into other categories, natural wood remains the aspirational desire, the gold standard for consumers,” said Seth Arnold, vice president of marketing, wood and laminate. “The TecWood program evolution aims to capture the consumer who wants reliable performance with a broad assortment of high-end visuals, wider plank sizes, colors, grain patterns and finished textures from genuine hardwood floors. Showcasing that nature never repeats itself, the vast design capability of the TecWood line allows homeowners to create 100% unique floors that can handle the rigors and unpredictability of everyday life.”
Mohawk has also developed updated display options to highlight the TecWood product evolution to consumers, merchandise the 100 new SKUs and allow for updated product assortments in years to come. Approximately 70 new SKUs launched in mid-December 2020, with an all-new product launch of 30 SKUs set for March 2021 to reinforce the company’s commitment to the valuable hardwood market.
“To help our retailers expand their reach, TecWood is offered in four collections at a wide range of prices,” explained Adam Ward, senior product director, wood and laminate. “All feature Mohawk’s Crystal Shield aluminum oxide finish for superior scratch resistance and top-quality plywood construction for installation at any level of the home that will perform in all regions across the U.S.”
TecWood also features exclusive performance technologies such as a Spill Protect moisture-resistant barrier and EasyClean stain resistance for easy-to-maintain hardwood flooring along with high-end premium looks.
While there are many alternatives to wood on the market, Mohawk said TecWood products allow active families to bring in the real beauty and durability of authentic types of wood flooring that can hold up to their lifestyle in every room in the home. With dimensional stability and a variety of long-lasting finish technologies, TecWood also protects the color and appearance of floors from scratching and dulling over time.
Mohawk said it will continue to provide first-class marketing support for TecWood through dealer advertising options and national promotional events. TecWood will be included in Mohawk’s first national sale event of the year.