Most floorinng industry professionals have recently read, both online and in offline print, the news about Mohawk’s announcement acquiring Pergo. (Although it might be big news in the flooring industry it didn’t make a peep in the social media channels - not surprising too me either. )
But even if there wasn’t a lot of noise across the Internet I decided to use the Internet to see how this acquisition might be a benefit to Mohawk Industries if it is approved in the first quarter of 2013. So I spent about 25 minutes early this morning doing some online reseach and making some screen captures to use on this blog post to look further into the Pergo laminate flooring acquistion by Mohawk Industries.
A great online search trending tool is Google’s Trends, which shows search trends for specific terms over time. I chose several relevant terms to see the trends from 2004 to present in the USA only. The first graph is for “laminate flooring” from 2004 to present in the United States only. Laminate flooring has been fairly stable as far as searches on Google over time. Especially when you think of the recession and big down turn in the home building industries..
The new 3 graphs are pretty self explanatory for search trends: “Mohawk laminate flooring”, “Pergo laminate flooring” and “Quick Step laminate flooring”.which will all be soon part of Mohawk Industries if the final Pergo acquisition goes through the first part of 2013.
In the Nov. 5/12 issue of Floor Covering Weekly it is stated that: “Pergo-branded products will continue to be driven through the home center channel”. So does this move benefit Mohawk Industries? Absolutely!! See my screen captures below and it should be obvious why this was another smart move by Mohawk Industries.
Add to this from Home Depot’s website the number of Pergo SKUs….
And here is Lowes laminate flooring trends…
Add to this from Lowe’s website the number of Pergo SKUs….
Lastly, dont forget about Amazon, the largest online dot.com retailer who is also selling Pergo. Will this lead to more Mohawk products on Amazon? Time will tell.
It sure looks like Mohawk is now positioned to be gorilla in the laminate flooring category. Looking back about 30 years ago who would have thought Pergo, the hot new flooring product category back then would eventually be acquired by a carpet manufacturer- Mohawk Industries.