• Thomas Lester

Surya aims to get closer to customers with regional showrooms

Opening eight year-round spaces over next 12 months

Surya, Rugs, Inc. Magazine, Inc. 500/5000Surya President Satya Tiwari says the decision to open more regional showrooms comes down to being closer to the Cartersville, Ga.-based rug and home accessory company's customers.
For Surya President Satya Tiwari, the decision to redirect the company from a largely market-driven model to a more regional model came down to the ability to spend more time with customers where they are.

The Cartersville, Ga.-based manufacturer of rugs and home décor recently pulled out of the Las Vegas Market after its lease expired and will allocate those funds to open year-round regional showrooms in strategically selected cities.

“You can make more money but you can’t make more time,” Tiwari told Home Accents Today. “It comes down to opportunity cost. Our No. 1 goal is to be more valuable to our customers. With these regional showrooms open every day, that’s much more powerful. I’m changing how we get closer to our customers.”

The first regional showroom will open in September at the Design Center inside Chicago’s Merchandise Mart. Three additional showrooms will open by the end of the year. Surya’s new showrooms will be located in Boston, Denver, Los Angeles, Miami, New York City, and San Francisco joining existing year-round spaces in Atlanta and Dallas, and each will be fully outfitted. Surya will feature its full rug line in each new showroom, as well as best sellers from each product category. The new showrooms will be designed to inspire and inform visitors, featuring the latest trends and artfully curated vignettes. Designers will also have access to a design library and a robust sample checkout program.

Surya’s new showrooms will be equipped with all the products, resources and technology needed to facilitate the design process and are intended to serve as a collaborative space for designers to work with their clients and bring their design ideas to life.

The order in which these new spaces open comes down to finding the right fit in each city, Tiwari said.

“It’s a matter of getting the right space on the right floor,” he said. “We don’t want to be in a place where it doesn’t make sense. We want to be where designers can multitask. There are multiple factors that make a space perfect.”

Additionally, Tiwari reconfirmed Surya’s commitment to showing twice a year in High Point.

“High Point is the mecca,” Tiwari said. “We have customers who come to High Point and that’s the only market they go to.”

Tiwari said he got the idea for year-round regional showrooms years ago when he worked in finance in New York and visited the famed Decoration & Design Building and thought about a future in which Surya is one of its anchor tenants. About four years ago, the plan began gaining momentum and he and other Surya officials began zeroing in on cities within the last 18 months or so as a way to serve the company’s designer clients on a more frequent and more personal basis.

“Surya is for designers by designers,” Tiwari said. “Designers understand us the best. We’re design and designer driven. We shared the idea with some of our closest customers and they’re excited about it.”

While some might view the decision to operate in more regions as a precursor to getting into retail, Tiwari said Surya is all about its wholesale business and nothing else.

“We want to make sure our customers know we’re not doing this to take their business,” he said. “This is about getting closer to customers. It’s not about acquiring more customers, but of course, we will get more by doing this, though. Part of our mission statement is simplifying the accessories buying experience. By doing this right, we will open more design customers and get in deeper with our existing customers.”

Thomas LesterThomas Lester | Business Editor

Thomas Lester is Business Editor for Home Accents Today. A graduate of Emory & Henry College's Mass Communications program, Lester spent a dozen years working for newspapers in Virginia and North Carolina covering an array of subjects, ranging from community news, government, education, ACC sports and more before joining Progressive Business Media in 2013. As business editor, Lester covers all aspects of business in the home accents world, from the latest news from manufacturers to successful retail strategies and business analysis.

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