Rug vendors developing programs for small stores
"Small is the new big"
Lissa Wyman -- Furniture Today, October 5, 2007
AT THE MARKET — “Small is the new big,” says Surya Rugs President Satya Tiwari. He is describing the philosophy behind his company’s new product coordinates program, one of several offered by rug vendors here. Surya and others are offering rug, furniture and accessory packages to make it easy for smaller stores to coordinate all the categories and offer consumers a total room. Surya, Rizzy Rugs, Abbyson and Klaussner Home Furnishings all have such programs, designed with small to midsized stores in mind. “Large retailers often have full-time staff to buy accessories, provide interior design services and merchandise the sales floor. Our program provides smaller stores with instantly coordinated rooms,” said Tiwari. “The goal is to help retailers keep their sales floors fresh and inviting so they can compete effectively with the big retailers.” Surya’s program now includes rugs, pillows and framed wall art. Soon to be added are throws and lamps. Down the road, there will be decorative accessories. Shauna Snyder recently joined Surya as head of product development to help source and implement the program. She was with furniture manufacturer and retailer Rowe for more than eight years, most recently as accessories buyer for the Storehouse retail chain. “We want to be a one-stop shop for home accessories,” said Snyder. “It makes the buyer’s job easier and also helps when it comes to designing the floor.” To show its commitment to the concept, Surya is changing its corporate name and signage from Surya Rugs to Surya Home. Klaussner, meanwhile, is not a company that is associated with thinking small, yet the company’s Complements Program combines big-company expertise and resources to bring a total home package to independent retailers. The program encompasses several style categories, including traditional, contemporary and transitional, and a wide range of rugs and decorative accessories has been developed to fit each category. Genevieve Gorder, the barefoot designer of the television show “Trading Spaces,” has become the spokesperson for Klaussner Home. Gorder also is playing a role in the development of products for the Complements Program, according to Jeff Davis, Klaussner’s senior vice president of marketing and business strategy. “My role is to take the fear out of buying home furnishings,” said Gorder, who recently visited the Klaussner plant in Asheboro, N.C. “Consumers trust me as a guide. I look forward to becoming very active in developing new products for our future store programs.” The Complements Program also will play a key role in the development of Klaussner’s new Klaussner Home branding and expansion of its Klaussnerhome licensed retail store program, according to Davis. While the Complements program was developed for Klaussner dealers, it is opening to non-Klaussner retailers. Abbyson is a rug importer that expanded into furniture importing two years ago. Now, the company is developing programs for retailers to allow them to put together furniture, rugs and occasional pieces that have been developed as a package. The program is geared for midpriced to high-end retailers and the design community, according to Yavar Rafieha, vice president of sales and marketing. “Most importantly, the price points of the individual pieces have to relate to one another in a meaningful way. We certainly aren’t showing a $2,000 rug with a $1,000 sofa,” said Rafieha. At Rizzy Rugs and its sister textiles company, Riztex, the company is developing a completely coordinated program of home textiles, top-of-the-bed items, pillows, throws and rugs. “Smaller home furnishings retailers are looking to vendors to help make their job easier,” said Mark Ferullo, vice president of sales and marketing for Rizzy. “Make it easy. Make it fast. Make it affordable. Make it look good. Those are the four simple things they ask for.” Ferullo said home furnishings stores have shown the most ready response to the Rizzy-Riztex programs, “but rug people are beginning to understand the concept of cross-merchandising,” said Ferullo. “Diversification can mean a lot of plus business.”
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