The company is also riding the shaped accent-rug trend wave with its newest line of doormats
including flowers and animal-related motiffs.
According to a recent focus group study sponsored by Mohawk, doormats
with sayings such as "welcome" or "home sweet home" are losing ground.
"They're too hard to look at," explained one consumer who was participating in a focus group on doormats
here in June.
Mohawk Home is adding two new doormat
styles to its line at the New York Home Textiles Market, according to Pat Moyer, vice president of sales and marketing.
are finding their way into every retailer, from home and garden stores to high-end department stores, even grocery stores at the mass level, said Barry Kelley, vice president of advertising and merchandising for Mohawk Home.
sales have held steady at several catalog, department and specialty stores.
In coir doormats
, Boston Warehouse is introducing a style from the Debbie Mumm Snowman Collection, as well as transitional, Americana and shaped novelty styles.
Company C offered its Welcome Home collection of 12 colorful doormats
made of bleached coir printed with whimsical designs in fade-resistant pigment dyes.
The 15 doormats
in Company C's whimsical and cheerful Welcome Home collection are made of bleached coir and have non-skid latex backings.
are the most evocative of the Williamsburg aesthetic.
But the market for more traditional-style doormats
remains strong, said Jeannie O'Leary, director of marketing for Company C.
In the days before coconut matting, period homes had cast-iron bootscrapers or intricate cast-iron doormats
like this one (pounds 49.95) from the Dibor mail-order catalogue.
The supplier's new 2003 Soft Goods collection of accent rugs and doormats
conjures up images of a July afternoon with motifs such as bumblebees, palm trees, birdhouses and a starfish.