From the Floor Up: Rugmakers think outside the box

Bigger, better, faster, smarter.

These four words sum up rug companies’ approach to their businesses today.

Bracing for possible headwinds related to an uncertain economy and increasing tariffs on more Chinese imports, rug industry players are getting creative with new strategies.

Over the past few months alone, many of them — including machine-made manufacturers and handmade designers and importers – have unveiled an array of plans to update and evolve their models to differentiate and remain competitive.

Surya is making a comeback “in a big way” to the New York Home Fashions Market this season, President Satya Tiwari told HAT. The move is meant to build on its recent success with e-commerce and mass merchant retail customers — particularly major off-price and home décor specialty chains.

“Historically, mass merchants didn’t look at us … and we didn’t look at them,” he explained. “But over the past year, they’ve been coming to us and we’re having great success with retailers who we never used to work with in the past. They love that we understand the price points, looks and logistics.”

As a result of this new customer segment, Surya’s machine-made category has experienced “triple-digit growth — both in sales and SKU count,” he added, and it has vastly expanded the diversity and depth of its assortment.

Surya will be showing in a temporary space in Suite 1602 of 295 Fifth Avenue during market, Sept. 16-19. The company is scouting a permanent showroom in New York City for future markets.

While Tibetan rug company New Moon has always had the capability to create flat-woven rugs for custom-order clients, the company is introducing its first standalone collection designed to court a new customer set. It encompasses 10 weaves in six undyed wool colorways.

“Our goal was to create a sophisticated yet casual complement to our more traditional Tibetan pieces,” Erika Kurtz, chief operating officer, told HAT. “The added bonus is that they are also in a more accessible price category than our hand-knotted rugs.”

Still another plus: All of New Moon’s flat-weaves are typically delivered within eight to 10 weeks, “faster than most furniture orders,” she noted.

Similarly, Capel Rugs is touting quicker product delivery via its newly implemented air-freight program. Custom orders for certain rug styles imported from India can now arrive in half the time they previously took — 10-24 weeks, down from as much as 14- to 52-week lead times for orders shipped by ocean vessels.

“Custom orders are a growing part of our business, and this program will enable retailers and designers to satisfy their customers’ requests for special sizes much quicker than in the past,” said Cameron Capel, president of sales and marketing. “The new air freight service streamlines the whole process, with orders arriving directly to our retailers and customers in a very timely manner.”

The program encompasses some of the company’s hand-knotted, hand-tufted, hand-loomed and flat-woven styles.

What’s in a name? Ideally, depth of industry knowledge, experience and product know-how. Momeni and Kaleen are both counting on these attributes from their respective new designer partners.

Set to launch at next month’s High Point Market, Kaleen will introduce a program with HGTV designer Hilary Farr, co-star of “Love It or List It,” and Momeni will unveil the Lemieux et Cie Collection with Dwell founder Christiane Lemieux.

The Hilary Farr Designs Collection will encompass indoor and outdoor styles featuring her nature-inspired and geometric patterns. The Lemieux et Cie assortment will feature handmade qualities specifically made for brick-and-mortar retailers as well as designers and decorators.

“Christiane is perhaps one of the most experienced individuals we have ever worked with on a collaboration,” Rachel Fasciani, vice president of licensing and marketing for Momeni, told HAT. “She has a deep understanding of the marketplace and all of its verticals. And she understands sell-ability, so it is not just about what is trending and her particular style but also what will appeal to the people making the purchases.”

Tapping into new potential for its upstairs business, Mohawk Home is laying the groundwork for the future growth and expansion of Karastan.

The domestic manufacturer and importer is working to enhance the brand’s product offering and, as a result, its customer reach. To do so, it will finalize the relocation of its Karastan area rug production to Mohawk’s Northern Georgia-based headquarters at the end of October.

“This is just an opportunity for us to completely consolidate logistics, finishing, weaving and really gain synergies that you have to have in today’s changing environment,” Mohawk Home President Rocky Casteel told HAT. “We have to be as competitive as we can. And as it relates to Karastan, we have more energy and growth going into this part of our business now than really we’ve have ever had.”

High-end rugs are also a focus for Lili Alessandra as the luxury linens house evolves its product mix to “complete the room,” company founder and head designer Sandra Hernandez Yedor said.

“Our customers will be able to coordinate our bedding with the perfect rug underneath the bed,” she said. “I am also excited to see the rug category as a vehicle to create new opportunities with rug stores and interior designers.”