Majestic finding its niche in rugs
By Lissa Wyman -- Furniture Today, March 10, 2002
CLOSTER, N.J. — As the rug business matures into an industry of large suppliers selling to even larger retailers, new vendors are finding it increasingly difficult to get a toehold.
But Steve Couri, president of Majestic Rug & Carpet here, is undaunted.
"There are small niches that represent great opportunities. The trick is to find them and merchandise them aggressively," he said.
The company recently moved to a new 10,000-square-foot headquarters in this picture-perfect horse-country region. Further expansion will come later this year, Couri said.
The two-and-a-half-year-old Majestic fills niches at both ends of the price spectrum: the custom hand-knotted business and the washable accent rug business.
As a former Couristan executive, Couri was part of a large management team backed up with a huge support system. Although he is now an entrepreneur, he is still a believer in a corporate culture of teamwork.
In the high-end handmade market, Couri's wife, Wanoka, is the guiding spirit for design, color and merchandising. In the home textiles market, industry veteran Richard Rutigliano provides expertise in sales, marketing and product development.
In both segments, Majestic makes unique statements in design and technology.
At the higher end, the Designers Oriental Carpet line by Stephen Couri features custom color and design programs for hand-knotted Nepalese rugs and carpets. Prices are in the $21 per square foot range (fob New Jersey) and delivery is available in as little as 12 weeks.
Wanoka Couri's color palette is based on the rarefied world of custom interior design. It is made instantly understandable in a pom-box system using a portfolio of stock patterns, eight large samples and individual wool poms in the full color spectrum. Designers can work closely with consumers to develop virtually any shape and size. The bound portfolio is portable, so it can be easily transported into the consumer's home.
"This is a system that has been used for many years in the custom broadloom business. It adapts beautifully to rugs. We already have it placed in more than 250 retail stores," said Couri.
In the fast-paced textile rug market, the Majestic line includes shapes, juvenile and "tweener" patterns and graceful florals. The company is now developing a line to coordinate with Hollander bedding patterns. Retail prices range from approximately $19.99 to $59.99. Most are hand-tufted and hand-hooked of cotton, acrylic or wool. There are also some viscose machine-made products.
High hopes for NightLites
Couri expects Majestic's NightLites line to have meteoric growth in the next year. The company has a patent pending on the unique yarn system that gives these rugs a subtle glow-in-the-dark quality, he said.
Speed is of the essence in the textiles business, where stores such as Bed, Bath and Beyond, Linens & Things and Target demand a constant stream of fresh product.
"This is a completely different mindset compared to the traditional rug business, and those traditional techniques have no place in the textiles market," said Couri.
"Rather than introducing new lines twice a year, we bring out new products constantly," said Rutigliano. In the past, washable bath rugs were fairly basic, but now consumers want unique patterns, textures and shapes.
"It's fashion, and it has to be treated like fashion. Turn is the most essential element, not inventory," he added. "We carry very little stock, we just keep bringing things in and turning them out. Then it's time for the next new thing."
Majestic will be opening its first permanent showroom at 261 Fifth Ave. and will exhibit there during the upcoming New York Home Textiles Market.
As for the future, "we'll be turning our attention to value-oriented, high-fashion, hand-made rugs, coir mats and new ideas in product coordination," said Couri. "We haven't even scratched the surface."
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