Mohawk has unveiled a UltraWood, a new hardwood that the company says offers extreme durability and waterproof technology.
Domestically produced at the company’s Danville facility in Virginia, the flooring features the latest in Mohawk’s technological innovations: Everlast, WetProtect and EasyClean.
“After four years in the making, we are thrilled to bring UltraWood to the market this year,” said Seth Arnold, vice president of marketing, wood and laminate. “Eighty percent of consumers say performance is the number one driving factor in selection. That is why, with UltraWood, we are delivering features and benefits such as ultimate durability and superior waterproof protection that truly give our retail partners a differentiated product in the hardwood category that consumers cannot get anywhere else.”
UltraWood includes Mohawk’s new Everlast hardwood protection system that reinforces its hardwood veneer against scratches, wear and dents. Everlast technology promises four-times greater scratch protection, two-times stronger wear protection and five-times greater dent protection. Therefore, with Everlast hardwood protection, the floor’s appearance remains beautiful and is supported by a lifetime wear warranty. UltraWood also utilizes Mohawk’s new patented WetProtect technology. WetProtect is the right kind of waterproof because of its innovative protection for the top of the floor and from water leaking through and damaging the subfloor. WetProtect provides the only lifetime surface and subfloor waterproof warranty.
EasyClean, Mohawk’s enhanced lacquer, resists stains and soil buildup within the grain of each UltraWood board and keeps the floor looking its best longer. Along with added durability and reliability from the best of Mohawk technology, UltraWood features four styles with 20 decors of clean, elevated visuals that only natural hardwood can provide. “Wood décor flooring is the fastest growing category within hard surface,” said Adam Ward, senior product director, wood and laminate. “It is growing 14 times as fast as tile and stone looks. Consumers want wood, and they prefer natural wood. When you can combine ultimate performance with genuine hardwood – it is a win-win for our retail partners.”
Additionally, UltraWood is easy to install with Mohawk’s Uniclic glueless locking system. With minimal acclimation time, UltraWood can be installed quickly unlike traditional hardwood that requires a longer acclimation time.
UltraWood’s dedicated merchandising display includes a large graphic space with messaging and a QR code for consumers to scan to learn more online, visualize the product in their spaces and order samples. High-impact performance demos will also be exclusively available for Mohawk’s Five Star retailers. Mohawk will support the launch with a full digital campaign for Omnify retailers and provide high-quality content to support local retail co-op advertising. UltraWood will also be included in Mohawk’s second national sale event of the year.