Mohawk Industries announces the purchase of the Wear-Dated® fiber brand from Solutia. Wear-Dated fiber is known for enduring durability, retail preference and strong consumer brand recognition. Mohawk will continue to support the marketing and promotion of the Wear-Dated fiber brand to flooring industry retailers and consumers. The sale of the Wear-Dated brand excludes the Ultron fiber brand which will remain a part of Solutia.
“Wear-Dated is a valuable brand asset and among the top five consumer-recognized names in carpet,” says Tom Lape, President of Mohawk’s Residential Division. “Mohawk and Wear-Dated have had tremendous success with our co-branding efforts. The purchase of the Wear-Dated brand complements our brand strategy and long-term vision for our company.”
More than two billion square yards of Wear-Dated carpet have been produced, and the product is in more than 13 million homes across the nation.
In 2005, Mohawk announced a unique long-term strategic alliance with Wear-Dated and Scotchgard that company officials described as “the most significant commitment to a product platform in industry history.” More than 80 Mohawk carpet products were designed and constructed using Wear-Dated fiber and the new Scotchgard Protector Advanced Repel Technology. The alliance has benefitted all three brands and set a new, higher standard in innovation.
“Wear-Dated has a superb reputation for durability. We see enormous potential for the brand and opportunity to add greater value to our retail partners and consumers. This purchase makes it possible to allocate resources needed to further build what is already a tremendously valuable property,” says Lape.