SmartStrand Ultra

12/22/2011
I opened the new package of smartstrand samples today and found the rumors to be true.  Somehow, this "next generation" of SmartStrand IS softer.  That would have been enough to capture my attention, but the second thing I noticed was two new styles that are "flecked" with color.  Perfect!  It's just what I have been asking for for the last few years.  Mohawk also fixed some gaps in their warranties:  Most notable to include Pet problems, and stairs.
The only flaw I found was in their new "grading system."  On the back of the samples I found a sliding scale, but it's not a scale of bad to good, rather good to perfect.  This through me off as I quickly noted a product to score a '7' out of '10', and thought that was equal to a 'C' grade.  What a terrible score to put on a sample (my first thought), and, let me be the judge of that (my second thought).  I hate when companies grade themselves, or at least, post their grade on a sample.
All things being considered, I love what Mohawk has done with this new ULTRA SMARTSTRAND.
IQ Floors Link SmartStrand Ultra
From Mohawk's Press Release:
Dec. 1, 2011— Mohawk is broadening its successful SmartStrand® with DuPont™ Sorona® product platform to further differentiate the industry’s most innovative carpet. SmartStrand® Ultra™ with DuPont™ Sorona is the only carpet with built-in stain and soil resistance that will never wear, wash off or diminish over time, and SmartStrand Ultra is only for Mohawk aligned and independent retailers.
“The success of SmartStrand has been phenomenal, but it’s time to take it to the next level and create a SmartStrand product platform exclusively for Mohawk’s aligned and independent retailers,” said Tom Lape, president of residential and commercial at Mohawk. “SmartStrand Ultra reinforces the ultimate in performance and gives the local retailer a real, competitive edge.”
Lape says the most current trend-driven designs will be exclusive to the SmartStrand Ultra brand, and therefore only available to Mohawk aligned and independent retailers. Mohawk is introducing numerous new SmartStrand Ultra offerings at the Solutions 2012 convention, which include the most sought after patterns and textures that today’s consumers demand.
“These are superior offerings and they will drive traffic to the local retail flooring store,” added Lape. “Today’s consumer is savvy about fashion and design, but she is value-focused, so she will not sacrifice stain and soil resistance or durability. SmartStrand Ultra is the perfect way to satisfy all of her needs.”