Thursday, July 2, 2026 from Floor Daily

Updates with design & technology drive SmartStrand success
By Sharyn Bernard

Mohawk Flooring has upped the ante on its successful SmartStrand Color Wall, adding new products, designs and features, while also increasing retail training around its Pur-Ease technology and Asthma & Allergy Friendly Certification credentials.

Notably, Mohawk launched a dedicated training webinar last month to train retailers and retail sales associates (RSAs) about the new Pur-Ease technology, which uses natural probiotics integrated into the carpet to reduce common household allergens — such as pet dander, pollen and dust mite allergen — by up to 75 percent compared with untreated carpet, with continued allergen reduction over time, even after deep cleanings. In addition, the SmartStrand Color Wall carpet styles are the first treated carpet products to earn the Asthma & Allergy Friendly Certification.

These enhancements to the Color Wall have created renewed commitment and excitement from retailers who note the new features are significantly driving sales. “Pur-Ease has become one of the most compelling differentiators on the Color Wall,” said Michael Longwill, president, Airbase Carpet and Tile Mart. “For us, Pur-Ease isn’t just another feature. It’s a meaningful innovation that differentiates SmartStrand, creates excitement on the showroom floor and gives consumers another compelling reason to choose Mohawk.”

Tommy Hughes, general manager at Kelly’s CarpetOmaha, said Pur-Ease has created new avenues for sales, as consumers who may not have looked at carpet due to allergy concerns now can. “The technology is brand new to the carpet world and first of its kind and is fulfilling a need a lot of consumers have been looking for. It’s a great opportunity for customers with allergies or asthma to explore having carpet in their home and feel comfortable with their purchase.”

Indeed, Longwill agreed, Pur-Ease reaches consumers who want healthy homes but also carpet. “In today’s marketplace, many customers are focused on creating healthier, cleaner and more comfortable living environments. Whether they have pets, allergies, young children or simply want a fresher home, Pur-Ease gives us a unique benefit that immediately gets their attention.”

As well, he added that the Pur-Ease feature gives RSAs a talking point beyond price. “Those are powerful moments because they elevate the conversation beyond price and help customers understand the value of investing in a premium product. From a merchandising standpoint, showcasing Pur-Ease directly on the Color Wall is critical.”

The Pur-Ease and Asthma & Allergy Friendly Certification credentials are important because they appeal to a significant segment of the population, noted Sadie Campbell marketing manager of Mohawk and Leah McInerney, client success manager, Allergy Standards Limited in the RSA webinar. They cited research noting that more than 100 million people in U.S. suffer from allergies; 50 percent of U.S. households have someone who suffers from an allergy; and, more than 50 percent have at least one indoor allergen present at elevated levels. As well, the U.S. Indoor Air Quality (IAQ) market is projected to be nearly $12 billion by 2027.

“In a 2025 study, Millennials intending to purchase carpet would be willing to pay more for carpet with allergen control,” Campbell said. “Only one carpet ticks every box.”

Beyond the new Pur-Ease and Allergy certifications, the updated Color Wall features new products, patterns and styles, further strengthening its role for retailers. “The Color Wall is one of the most important merchandising systems in our stores,” Longwill said. “Simply put, it helps us sell confidence.”

Longwill said the Color Wall helps consumers and RSAs navigate the myriad choices they face. “When customers walk into a showroom, they can sometimes feel overwhelmed by choices. The Color Wall simplifies the shopping experience by presenting a clear, organized and highly visual display of premium carpet options. It allows our RSAs to quickly guide customers to styles and colors that fit their home, lifestyle and budget.”

For Hughes, “The addition of patterns and multicolors to the Color Wall has made it easier to fulfill the variety of customer’s wants and needs. With the new updates, it has gotten more traffic.”

And Longwill said the changes help position SmartStrand as a premier product. “It’s where we tell the SmartStrand story — softness, durability, stain resistance and long-term performance. Customers appreciate that they are looking at the latest and greatest carpet fiber technology available today.”

He added that the changes are a boost to an already successful program. “The expanded color options, combined with the addition of Pur-Ease, give our RSAs more benefits, more talking points and more opportunities to differentiate the product from competitive offerings. What we’ve found is that customers are spending less time searching and more time selecting. The assortment feels complete. Ultimately, that translates into a better customer experience and helps us close sales faster and more confidently.”

The updated colors and styles also tap into the latest design trends, which help RSAs speak confidently about the product. “The updated Color Wall is right on trend with what today’s consumers are asking for,” Longwill continued. “The expanded assortment of multicolors, tonals and subtle fleck patterns is outstanding. While solid colors still have a place, today’s homeowner is looking for texture, depth and visual interest. The new color offerings provide that perfect balance of style and practicality. What I particularly like is that the colors feel current without being trendy.”