Chandra moves showroom as part of rebranding

Furniture Today Staff -- Furniture Today, October 13, 2012

HIGH POINT - Chandra Rugs is moving to an 11,551-squarefoot permanent showroom in Showplace for the High Point Market, part of what it says is a major rebranding effort initiated this year.
     The company, which specializes in handcrafted rugs in modern styles, will be in Showplace space 2402 for the Oct. 13-18 market.
     "We are updating all of our brand messaging - from logos to showrooms - to better reflect our company's identity as a leading source for hip, stylish, hand-crafted rugs at very affordable price points," said Ravi Tiwari, vice president. "We've always been known for our high-design/high-value approach, but our new branding also now conveys the fresh, youthful energy of our designs."
     Created with the help of an interior design consultancy in Atlanta, Chandra's High Point showroom design will provide a "great venue" for showcasing the fast-growing company's line, Tiwari added. "In our previous space, which was temporary, we could only show a portion of our products. This new space is much bigger and allows us to show our full range of styles and constructions."
     According to Tiwari, Chandra's new showroom is "very warm and inviting, with a homey feel." It will feature vignette concepts, point-of-sale materials and other merchandising tools that buyers can use in their stores. The showroom also will feature new rug display racking systems.
     During market, Chandra plans to add fresh designs to a variety of its rug collections, including new hand-tufted rugs in the $499 to $799 retail range using New Zealand wool. It also will show new Amy Butler and Thomas Paul designs.
     In addition, it is introducing a comprehensive pillow collection that includes models in modern styling.
     "We've received a lot of requests from dealers to add new categories," said Tiwari. "We're going to start with pillows and may add other accessories in the future."
     Chandra plans to celebrate its new showroom with a grand-opening party during market, the date to be announced. In addition, the company will offer drinks and snacks from 3 p.m. to 5 p.m. daily.
     "We want our showroom to be a comfortable place for retailers and buyers to unwind and share ideas," said Tiwari.
     In January, Chandra will roll out a new catalog and website reflecting its new brand identity.