Shaw Rugs, Trade Am team up for coordinate program
April 3, 2003-- Home Textiles Today,
Dalton, GA — Shaw Rugs and Trade Am have partnered to create several coordinated programs of area rugs by Shaw and matching scatter rugs, throws and decorative pillows from India by Trade Am.
"We want to show not just a single rug but a whole program," said Jim Thompson, director of national accounts for Shaw Rugs.
Added Louis Raji, senior vp, marketing and sales for Norcross, GA-based Trade Am: "We have formed a wonderful relationship with Shaw to create several coordinate programs that offer that total solution and a coordinate choice for the consumer."
During previews prior to the official launch, which took place during market, the companies placed their new program with a major mass retailer's international division for Mexico and parts of Europe.
"It targets more of a mass audience, but in this case it just happened to be an international program," Thompson said. "It makes no difference to us because we already do an international carpet business. We have the resources in place."
At Shaw's New York showroom, the company displayed some vignettes of the program — a natural tone collection for the British and German markets and another line in a combination of rust and mustard hues for the Mexican market.
The program includes synthetic area rugs manufactured by Shaw at its headquarters here and, from Trade Am, woven and chenille throws, decorative pillows and scatter rugs imported from India.
Suggested retail price points are $79 for a 5' x 8' area rugs, $3.99 to $9.99 for scatter rugs, $7.99 to $8.99 for decorative pillows and $12.99 for throws.
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