ICS Magazine

Mohawk to lend name to floor care service centers

September 17, 2007

Taking a cue from the automotive and appliance industries, Mohawk is rolling out an ambitious plan to license its name to floor care companies across the country. The goal: to establish a national network of service centers that will help Mohawk extend its brand while increasing long-term consumer satisfaction of Mohawk flooring purchases.

To accomplish this, Mohawk has created a strategic partnership with Global FloorCare, a company run by two former Mohawk executives, Trecia J. Warren and Brian W. Warren.

The program, which officially launched in late July, already has about 10 independent Mohawk Authorized Service Centers operating across the country, as well as around 75 retailers that are also offering floor care services under the Mohawk banner. The Service Centers will provide consumers with carpet cleaning, hardwood refinishing, tile and grout cleaning and area rug cleaning. Structured similarly to a licensing program, floor care companies who join the network will pay a membership fee, and will be required to use industry-approved equipment and products. They will also need to uphold Mohawk’s standards of service and performance. Techniques and processes used by Mohawk-sanctioned floor care professionals will include the use of a nontoxic, soap- and detergent-free hot-water extraction method as well as a 100 percent dust-free wood refinishing and re-flooring procedure. Membership involves an application process, approval from local retailers and a visit from a Mohawk brand director, who will ensure the floor care professional meets Mohawk’s standards.