Regence Home Swells Rug Line
May 17, 2012,
Versailles, from Regence Home’s new Avignon collection of machine-woven, viscose/chenille blend rugs.
Regence, which was established in 2008 but didn't really get going until 2010, is the U.S. marketing and distribution arm of longtime, Panipat, India based manufacturer Riviera Home Furnishings, which operates a large-scale factory that primarily produces a broad array of bath rugs but also makes accent and area rugs. It distributes the products wholesale around the world.
Through Regence, the manufacturer is looking to extend the reach of its area and accent rug products to retailers around the United States.
At Regence's helm are Scott Carlton, vp of sales for the East Coast region, and David Martin, vp of sales for the West Coast region. Carlton is based here at the company's main showroom; Martin works out of Minneapolis.
"Regence is a new paradigm for the [Riviera] company," Carlton explained. "This is a new business venture, to come into the U.S., set up company, set up warehousing and a showroom, work with designers. And part of the process is to learn, refine what we are doing, work with new technologies and constructions, and give exposure to the company with innovative product."
Carlton, who joined the company in 2010, said Regence started out "maybe with two legitimate offerings in accent rugs."
As of last month, it had developed "an exponentially larger" assortment that also includes area rug sizes to showcase to its growing retail customer base.
"Now we have about a dozen accent rug collections and about seven different groupings of area rugs that come in a range of constructions and looks," Carlton noted.
He explained that Regence's strength is "innovation of construction and fiber differentiation." For example, the company's new microfiber line stems from Riviera's strength in bath rugs.
"We labeled it as ‘The softest rug in the room' because we use microfiber, which is typically used in bath rugs, and made a complete accent rug collection in many colors and patterns" that can be used in rooms throughout the home,. He explained.
"The innovation comes from yarn structure," he continued, "and that's the kind of thinking we're trying to do with our rugs."
Regence's newer area rug line is also based on innovation, Carlton added. A recently created collection comprises machine made rugs that are made to look like gun-tufted products.
"And they do not shed, and can retail for the same price as our standard gun-tufted pieces," Carlton noted.
So far, Regence Home's overall strategy is working, as more and more retail customers are showing interest in its assortment.
"I think our growing range of product and our wider spectrum of rugs have given us a better chance at expanding our business at retail," he said.
Since last month's New York Home Fashions Market, Regence has gotten additional placements with new and existing retail partners.
"We had a good market," he continued. "Our traffic was good, and we drew in a lot of new customers to our showroom," which is located at 7 West 34th St., in suite 615.