Mohawk Home
Mohawk Home is a brand of Mohawk Industries that designs and distributes area rugs, bath mats, and doormats across US and Canadian retailers and DTC, using recycled PET and recycled tire rubber proprietary materials (EverStrand, Impressions, Prismatic, Karastan) for residential consumers.
- Company typePrivate
- Founded1878
- HeadquartersCalhoun, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Mohawk Home does
Mohawk Home is a brand and operating division of Mohawk Industries, Inc. (NYSE: MHK), the world's largest flooring company, and is operated by Mohawk Carpet Distribution, Inc. headquartered in Calhoun, Georgia. The brand designs, manufactures, and distributes area rugs, bath mats, and doormats primarily for residential consumers in the United States and Canada, sold through a multi-channel retail network that includes Amazon, Walmart, Target, Overstock, Home Depot, Kohl's, and Bed Bath & Beyond, supplemented by a direct-to-consumer website (mohawkhome.com) and a 'Find a Retailer' tool. The product portfolio spans four anchor pillars: the Prismatic Collection of nearly 400 American-made designs (launched 2019), EverStrand premium polyester fiber made from recycled plastic bottles (positioned as the only 100% post-consumer face fiber in the floor covering industry), Karastan wool woven rugs sourced from New Zealand, and Impressions doormats that combine recycled tire crumb rubber with recycled PET fabric. Supporting brands include the Dynasty bath mat line, the Karastan Studio by Scott Living sub-brand (triexta fiber), and the Homescapes lifestyle blog used as a content-marketing and design-inspiration channel. Mohawk Home monetizes through one-time hardware sales (rugs and mats) at varied price points set by third-party retailers rather than via subscription, recurring, or service-based revenue, with influencer partnerships, social media, and email marketing serving as the primary demand-generation levers. Sustainability functions as both a marketing and cost lever: Mohawk claims to recycle 1 in 5 PET bottles in the U.S. (over 5.5 billion annually) and divert over 25 million used tires from landfills annually through the Impressions line, giving the brand an environmental narrative embedded in its core supply chain.
Mohawk Home firmographics
Firmographics- Name
- Mohawk Home
- Legal name
- Mohawk Carpet Distribution, Inc.
- Website
- https://mohawkhome.com
- Company type
- Private
- Founded year
- 1878
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Mohawk Home is a brand of Mohawk Industries that designs and distributes area rugs, bath mats, and doormats across US and Canadian retailers and DTC, using recycled PET and recycled tire rubber proprietary materials (EverStrand, Impressions, Prismatic, Karastan) for residential consumers.
- Ownership category
- akta.pro rank
Mohawk Home industry classification
Industry- Product category
- Home Textiles / Area Rugs
- NAICS
- Carpet and Rug Mills (31411), Home Furnishings Retailers (44912)
- SIC
- Carpets & Rugs (2273), Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats) (CRAIALAC)
Keywords
Where Mohawk Home is headquartered
LocationHeadquarters
- HQ city
- Calhoun
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Mohawk Home business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Area Rug Sales: One-time purchase of area rugs at various price points through retail partners and direct-to-consumer channels. Products include accent rugs, printed rugs, woven rugs, and bath mats in various sizes and designs.
- Bath Mat and Doormat Sales: Sale of complementary products including Impressions doormats made from recycled rubber and bath rugs such as the Dynasty bath mat line.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Retailer pricing through third-party e-commerce and physical stores |
Go-to-market motion2 records
Distribution channels9 records
Marketing channels7 records
Mohawk Home product offering
Product offeringCore offering
Mohawk Home designs, manufactures, and sells area rugs, bath mats, and doormats for residential interiors under brands such as Prismatic, EverStrand, Karastan, Dynasty, and Impressions. The company emphasizes sustainable materials, including polyester fiber made from recycled plastic bottles and doormats made from recycled tire rubber, with products sold through major retailers and direct-to-consumer e-commerce.
Product overview
Mohawk Home is a subsidiary of Mohawk Industries (world's largest flooring company), specializing in area rugs and home textiles. The product portfolio centers on the Prismatic Collection (nearly 400 American-made designs), EverStrand premium recycled fiber rugs (100% post-consumer face fiber from recycled plastic bottles), Karastan wool woven rugs (luxury sustainable option), and Impressions/doormats (recycled tire rubber products). Additional offerings include carpet tiles, various named area rugs (Aloma, Cassiopeia, Elderberry, Larrabee, etc.), bath mats (Dynasty), and accent rugs (Juliet Metallic). The Karastan Studio by Scott Living sub-brand offers premium triexta fiber rugs. The company also operates the Homescapes lifestyle blog for home decor inspiration. Products are sold through major retailers including Overstock, Walmart, Target, Kohl's, Bed Bath & Beyond, and Home Depot.
Differentiator
Problem solved
Functional benefit
Brands
- Prismatic: Collection of American-made area rugs with nearly 400 vibrantly colored and unique designs, featuring patterns from classic/traditional to modern-transitional, contemporary and eclectic styles
- EverStrand
- Karastan
- Dynasty
- Impressions
Products and services
- Prismatic Collection
- EverStrand Rugs
- Karastan Wool Woven Rugs
- Impressions Doormats
- Dynasty Bath Mat
- Juliet Metallic Accent Rug
- Karastan Studio by Scott Living Rugs
- Mohawk Home Carpet Tiles
Quantifiable outcome
- 1 in 5 PET plastic bottles recycled in the U.S. are recycled by Mohawk
- +3 more outcomes
Companies that use Mohawk Home
Customer profileSegments2 records
Ideal customer profiles2 records
Mohawk Home technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Mohawk Home partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered minor and core.
- The Boho AbodeminorInfluencer partner featuring Mohawk Home rugs in bohemian dining room designs as part of the New Year, New Room Refresh Challenge campaign.
- Delineate Your DwellingminorInfluencer partner featuring Mohawk Home rugs in bedroom refresh designs as part of the New Year, New Room Refresh Challenge campaign.
- Jeweled InteriorsminorInfluencer partner featuring Mohawk Home rugs in basement makeover designs as part of the New Year, New Room Refresh Challenge campaign.
- 365 on PiedmontminorLocal shop in Calhoun, GA featured in Thanksgiving tablescape content, partnering with Mohawk Home for styling inspiration and Karastan Studio by Scott Living rug showcase.
- OverstockcoreMajor online retail partner for Mohawk Home products including the Prismatic collection and other area rugs. Overstock features the full Prismatic collection and promotional pricing.
- AmazoncoreOnline marketplace partner selling various Mohawk Home area rugs including Prismatic collection and specialty items like kids' rugs and animal print patterns.
- Bed Bath & BeyondcoreRetail partner for Mohawk Home area rugs including accent rugs and specialty items like the Avery area rug.
- Home DepotcoreMajor home improvement retailer partner for Mohawk Home bath mats including the Dynasty bath mat line.
- Kohl'scoreDepartment store partner for Mohawk Home area rugs including the Larrabee area rug and Laguna Gaffie area rug.
- WalmartcoreRetail partner for Mohawk Home products including the Cassiopeia area rug, Dynasty bath rug, and Kenza area rug.
- TargetcoreRetail partner for Mohawk Home products including the Elderberry animal print rug and Zebra Stripe area rug.
- Carpet MartminorRegional carpet and flooring retailer partner, featuring Karastan Studio by Scott Living products including Artisan Equilibrium area rugs.
- KarastancoreSister brand under Mohawk Industries specializing in premium woven rugs. Mohawk Home website links to karastan.com for consumers seeking higher-end options.
- Mohawk FlooringcoreSister brand under Mohawk Industries. Mohawk Home website links to mohawkflooring.com for complementary flooring products.
Scale indicators5 records
Recent moves5 records
Expansion highlights4 records
Mohawk Home competitors and assessment
Company assessmentDirect peers
- Ruggable: Ruggable is a direct-to-consumer rug company famous for machine-washable area rugs, competing head-to-head with Mohawk Home on style, durability, and easy-care claims in the residential area rug market.
- Loloi Rugs: Loloi designs and distributes area rugs and home textiles across price tiers (Loloi, Amber Lane, Jolie), competing with Mohawk Home in mass-market and boutique retail channels including e-commerce and brick-and-mortar.
- Safavieh: Safavieh is a major rug manufacturer and retailer offering area rugs, runners, and doormats across mass and mid-tier channels, directly overlapping with Mohawk Home's Prismatic and EverStrand assortment.
- Nourison: Nourison designs, manufactures, and distributes area rugs, broadloom, and home textiles through department stores and online retailers, directly competing with Mohawk Home in both channel positioning and product categories.
- Surya: Surya is a high-growth rug and home accessories company selling area rugs, pillows, and lighting through independent retailers, e-commerce, and major chains like Amazon and Wayfair, directly competing with Mohawk Home.
- Jaipur Living: Jaipur Living is a rug manufacturer with strengths in artisan and globally sourced designs sold through designers, e-commerce, and major retailers, overlapping with Mohawk Home's Prismatic assortment breadth.
- Annie Selke (Dash & Albert): Dash & Albert (under Annie Selke) produces cotton and wool rugs, runners, and doormats sold through designers, catalog, and specialty retail, comparable to Mohawk Home's woven and bath collections.
Broad incumbents
- Williams-Sonoma (West Elm, Pottery Barn): West Elm and Pottery Barn sell area rugs as part of broader home furnishings assortments, overlapping with Mohawk Home through their own-label rugs and competing for the same residential décor customer.
- Wayfair: Wayfair is a major online destination for area rugs from hundreds of brands including third-party rug vendors comparable to Mohawk Home and serves overlapping customer segments shopping for home furnishings.
- IKEA: IKEA offers affordable area rugs across its global retail footprint, competing with Mohawk Home on price points, modern designs, and sustainability narratives in the budget and mid-tier rug segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Mohawk Home social profiles
Digital presenceMohawk Home financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mohawk Home leadership team
Management profileNumber of profiles
Mohawk Home funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mohawk Home M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mohawk Home
What does Mohawk Home do?
Mohawk Home designs, manufactures, and sells area rugs, bath mats, and doormats for residential interiors under brands such as Prismatic, EverStrand, Karastan, Dynasty, and Impressions. The company emphasizes sustainable materials, including polyester fiber made from recycled plastic bottles and doormats made from recycled tire rubber, with products sold through major retailers and direct-to-consumer e-commerce.
Is Mohawk Home a public or private company?
Mohawk Home is a private company. It is classified as public and is currently operating.
When was Mohawk Home founded?
Mohawk Home was founded in 1878. It employs 5,001 to 10,000 people.
Where is Mohawk Home based?
Mohawk Home is headquartered in Calhoun, United States, in the North America region.
How does Mohawk Home make money?
Two revenue lines are on record. Area Rug Sales are the primary driver. The others are bath Mat and Doormat Sales.
Who are Mohawk Home's main competitors?
Direct peers on record are Ruggable, Loloi Rugs, Safavieh, Nourison, Surya, Jaipur Living and Annie Selke (Dash & Albert). Broad incumbents are Williams-Sonoma (West Elm, Pottery Barn), Wayfair and IKEA.
Does Mohawk Home have an API?
No public API is recorded for Mohawk Home.
What industry is Mohawk Home in?
Mohawk Home's product category is Home Textiles / Area Rugs. Its primary akta.pro industry code is CRAIALAC, Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats). Its NAICS code is 31411 and its SIC code is 2273.