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Rug vendors work hard to create excitement

By Lissa Wyman -- Furniture Today, March 25, 2007

High Point — Rug vendors have knocked on a lot of furniture store doors in an effort to line up High Point appointments. As a result of this legwork heading into market, it looks like this will be a successful event for rug sources.

Many rug vendors have already participated in four markets during the first quarter of this year. Major introductions came in January, but most sources also are forging ahead with new products for High Point.

"It's up to us to make the market exciting and up to date in terms of color and design," said Kami Navid, executive vice president of Jaunty Rug. "That's what gives buyers the incentive to come."

Similarly, rug vendors can't depend on walk-in traffic to make the market a success. Establishing appointments ahead of time is key, they say.

"We've made a large number of appointments and we are pleasantly surprised to see that a lot of West Coast and Southwestern retailers will be coming," said Roy Evans, executive director of national sales for Feizy. "That means that people still feel the need to come to High Point."

Evans added that retailers "have seen our new catalogs that include the Tracy Porter and Sandra Lee collections and they are anxious to see these new lines in person. Those two new licensing programs have created a lot of momentum."

At Surya Rugs, "We take High Point very seriously," said Jeff Gonzalez, national sales manager. "We pound hard on those doors beforehand so we make sure that we see the buyers.

"Last market, Surya opened 70 new accounts in High Point, so we certainly do not discount this market. It's extremely important for us."

Rug vendors view the furniture channel as a major growth area for the rest of the decade, and they want to increase their visibility in a market that is crowded with multiple product categories.

"Furniture stores are really where it's at now," said Gonzalez. "Many have developed very exciting shopping environments, where consumers can buy the entire package of home furnishings. That's what consumers want."

Zeroing in on the total home look, Surya is now introducing new categories such as pillows and throws in addition to rugs, Gonzalez said.

Kami Navid, executive vice president of Jaunty Rug, expects this round of the High Point market to be "interesting."

"Las Vegas has generated a lot of excitement, but High Point remains an important venue," he said.

Yavar Rafieha, vice president of marketing and sales for Abbyson, said High Point will be a good show.

"Regardless of where we show our lines, we are going full steam ahead. We have made a commitment to both High Point and Las Vegas," he said, adding that business is booming for the West Coast-based importer of rugs and furniture. Rafieha said that the company's IHFC Design Center showroom reflects the new direction for the company.

"We are showing our expanded furniture and rug lines together to show how both categories coordinate with each other," he said.

Rafieha said Abbyson also is planning to enter the retail furniture business, with the opening of its first Power of Home store in the Los Angeles area this Spring.

The proliferation of markets in the last several years has diluted traffic at all markets, but High Point is still important, according to Pat Muschamp, vice president of sales for Nourison. "It's not just a market for continuing customers, it also gives us an opportunity to develop new business in the furniture store category, which we believe offers very good opportunities."

Muschamp predicted that the company's new Liz Claiborne collections will be a big hit in High Point.

"We had a great response from the rug and floor covering channels in January, and we think it will be a phenomenal hit with furniture stores who want to coordinate other Liz Claiborne home furnishings products," he said.

Matthew Rouhanian, president of Dynamic Rugs, said the constant round of markets has had at least one major effect on the way rug vendors do business: "We are shipping rugs much faster now," he said. "Over the past two years, we have introduced 120 new items. It's a constant flow of products from the design stage to delivery."

The rug business has been spotty for the last few months, and even years, several vendors noted.

"There's really no consistency. It's a roller-coaster ride," said Feizy's Roy Evans. "Some sections of the country do well for a few weeks, and then sales drop off. Then business in another area picks up. Overall, sales are ahead, but there doesn't seem to be general momentum."

Despite the fact that rug industry growth has leveled off in recent years, there are still new players coming into the arena. Kane Carpet, which specializes in both broadloom carpeting and rugs, is a newcomer to the High Point Market and will be making its initial showing at Suites at Market Square.

"If the results of the previous shows this winter are any indication, the rug business is picking up," said Stephen Hoberman, vice president of sales for the Kane rug division. "We are very positive about the High Point Market, because our products are geared to furniture stores in terms of color, design and price point.

"Our strategy is simple: If we have the right product, a fair price and good service, people will buy."

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