Casual contemporary makes waves in rugs
By Lissa Wyman -- Furniture Today, November 2, 2008
HIGH POINT — High Point Market was slow for rug exhibitors, but it at least met or exceeded their expectations.
Rug introductions were less plentiful than at past markets, but vendors tried 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, expanded its High Point presence this fall. In addition to its standalone showroom on Kivett Drive, it also showed in the multi-product Straaton Southeast space in the International Home Furnishings Center.
Surya, an aggressive, hard-promoting vertical manufacturer and importer, wasn't complaining at market. The company's Showplace showroom was packed as the company introduced 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, the company has 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 with items such as pillows, throws, wall art and 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, said that in this economy retailers need fresh ideas to help their businesses survive and prosper.
Navid said Jaunty continues to notch up sales increases, largely because of its 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, for example, featured 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.”
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 didn't come to market looking for retail customers. We came 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 showed 150 new rugs in High Point. The retailers who are here want to make something happen that will help get them through the present economic situation, and we want to help them do that.”
Rizzy shifted 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.”
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High Point Market Fall 2008: Rug vendors press value
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