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Iranian rugs a hit for Momeni

By Lissa Wyman -- Furniture Today, January 6, 2002

NEW YORK — People said the colors were all wrong and they were impossible to program, but Momeni is making a big splash with Iranian one-of-a-kind rugs.

Since trade resumed between the United States and Iran in 2000, many rug companies are bringing in Iranian handmade products, although Momeni is the only one that imports both handmade and machinemade. Iranian rugs of both types are an important part of the importer's expanded product line, according to Reza Momeni, president.

"The handmade Iranian business has really been exploding in the last six to eight months," said Momeni.

He said that initially, many importers and retailers have been somewhat reluctant to commit to products whose colors were considered too traditional for U.S. tastes. In addition, American retailers have become accustomed to ordering and re-ordering "programmed" handmade rugs that are consistent in color, design and quality.

The concept of "programmed" rugs, however, is alien to the one-of-a-kind Iranian rug industry. When trade reopened in 2000, some U.S. importers said it would take years to develop consistency of supply with Iranian rug suppliers.

Momeni, like most other major importers, offers most collections on a programmed basis, but the company has also retained a viable one-of-a-kind business. So when trade barriers were lifted, Momeni decided to bring in small batches of one-of-a-kind Hammadan tribal geometrics and gabbehs that would retail in the $1,500 to $2,500 price range.

Some retailers still had misgivings about the "old-fashioned" colors, which tend to bright oranges and reds, but some decided to try a few pieces.

Surprisingly, the two supposed drawbacks turned out to be selling features. Many of the "old" colors looked fresh and new to American eyes. Customers also liked the hand-made quality and tribal look and texture.

"It took a few months for the sell-through, but now retailers are coming back for more," said Momeni. "It's a very hot category. Very unique. Because they are not shoppable, retailers can get full margins on these items. They allow smaller retailers to compete more effectively with the big-box stores."

At the same time, Momeni has developed a second-generation collection of machine-made wool rugs called Xavier. They have been fine-tuned with six new designs in updated colorways ($399, 6x9).

Momeni also is offering Bali, a collection of printed jute rugs in earth tones ($249, 6x9) and four hand-tufted collections from China and India ($699 to $799).

"The hand-tufted construction is increasingly important at retail and we are exploring design opportunities," said Momeni. "We are developing hand-tufted designs in traditional Persian and Tibetan patterns and also strengthening our position in contemporary styling."

Momeni imports machine-made rugs from Iran in traditional patterns.

This gabbeh rug is an example of the one-of-a-kind handmade product that Momeni imports from Iran.

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