High Point Market Fall 2008: Rug vendors press value
Offer fresh contemporary looks, colors
Lissa Wyman -- Furniture Today, October 23, 2008
AT THE MARKET - The High Point Market is meeting or exceeding rug exhibitors' expectations. It has been slow.There are fewer rug introductions here than at past markets, but vendors are trying to make the best of the situation, with an emphasis on good value in fresh casual contemporary looks and colors.
"Things are as tough as I've ever seen," said Amir Loloi, president of Loloi Rugs. "But we have some unique products and that's what is keeping our business up."
Loloi, a five-year-old company, is also expanding its High Point presence. The company has a standalone showroom on Kivett Street and this week also is in the International Home Furnishings Center, where it shows in the multi-product Straaton Southeast space, D-320.
Surya, an aggressive, hard-promoting vertical manufacturer and importer, isn't complaining. The company's Showplace showroom has been packed every day as the company is introducing several licensed and non-licensed lines.
Surya threw a dinner party at the IHFC Club that featured appearances by high-profile designers Candice Olson and Bob Mackie, who are new Surya licensees.
In the past four years, Surya has gradually shifted its position and is no longer solely a rug vendor but also is a source for all types of home accessories. Surya zeroes in on the needs of mid-level retailers who want to present fully coordinated room settings. In addition to rugs, the company has gradually added pillows, throws, wall art and most recently, lamps.
"The economy in general is challenging and very price sensitive," said Satya Tiwari, president of Surya, "but our goal is to simplify the decorating process for our retail customers and ultimately the consumer. It's a big risk, but we can't continue to grow if we keep doing things the old-fashioned way."
Kami Navid, executive vice president of Jaunty, also stressed that in the present economy retailers need fresh ideas to help their businesses survive and prosper.
Navid said that Jaunty continues to notch up sales increases, largely because of its continuing efforts to develop a marketing and merchandising system designed to help furniture and floor covering stores get into the rug business with a minimum investment.
Jaunty's market display features small-scale samples instead of large room-size rugs. "It's an easy an efficient way to get into the rug business," said Navid. "We introduced the first unit seven years ago. Now a lot of other rug vendors are also getting in on it. So we must be doing something right. Our challenge is to continue to be the leader in this area."
Rizzy Rugs, a vertically integrated rug and home textiles manufacturer and importer, has been exhibiting at High Point for only a year, but the company continues to expand.
"We're not here looking for retail customers. We're here looking for retail partners," said Mark Ferullo, vice president of sales. "We know that the natural inclination is to pull in during a down economy, but we are showing 150 new rugs at this market. The retailers who are here want to make something happen that will help get them through the present economic situation, and we're here to help them do that."
In product, Rizzy is shifting some designs from higher-priced construction to value-oriented price points.
"Basically, we're knocking ourselves off," said Doug Ernewein, product development manager. "People don't want to sacrifice good looks, even though times are tough."
