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Companies Make Debuts at Atlanta Int’l Area Rug Market

Several major area rug suppliers made news with a variety of new and expanded product lines and promotions offered last month during the Atlanta International Area Rug Market. Here is a roundup of some of the highlights from the event:

Home Comfort

Home Comfort has expanded its Jellybean line of indoor/outdoor poly-acrylic blended hooked accent rugs to include new categories and looks. At the forefront of the launch is the brand’s new line of decorative pillows made in the same construction as the rugs and initially offered in Jellybean’s 32 top-selling patterns.

Additionally, the Jellybean rug line now also encompasses “Babybean” baby and kid styles, including nursery, beach, dog, floral and other brightly colored juvenile-oriented styles, as well as new farm and ranch patterns.

In its Homefires line, the company has entered into the outdoor area rug category with a new collection of 100% polyester hooked rugs. Initially, there are four designs. In addition, the regular Homefires accent line of machine-washable acrylic rugs has been enhanced with 30 new patterns.


The Williamsburg brand came out with many new rug and home textiles introductions through its licensees at the market and the concurrent gift show. Capel Inc. presented a new polypropylene construction for its indoor/outdoor area rugs. Available in the Garden Maze and Kimono Flower patterns, the new line comes in three colorways: green, blue and chocolate.

Multiple textiles category house C & F continues to expand its Williamsburg line with the addition of the Devon Moss quilted toile pattern to table linens, kitchen textiles and top-of-bed offerings. The looks are interpretative rather than reproductive of Williamsburg prints. Also, the company created the first of many collections from the new 12 Days of Christmas holiday line of accessories: throws, dec pillows, tree skirts, stockings, aprons and hooked rugs.

Michaelian Home added new flora and fauna looks – these being more reproductive in style – to its Williamsburg collection of needlepoint and petit-point decorative pillows. New looks include colorful fish, bird, floral and other such designs.

Central Oriental/Natco Home

By adding new colors to its creel, Central Oriental/Natco Home Products has expanded the Radiance and Shadows collections with about 32 new patterns total – 20 and 12, respectively. Radiance is a one-million-point heat-set polypropylene grouping, made in the U and retails for $299. Shadows, a more casual grouping, is also a one-million-point heat-set polypropylene collection that also features drop-stitching for a carved look. The rugs are priced at $199.


Safavieh hosted a cocktail party with designer Thom Filicia, who was there to debut his latest rug offerings with the upscale rug company. Filicia’s new rugs include two collections: new wool-and-viscose transitional and a new collection of brightly-colored recycled plastic outdoor rugs.

Other designer collections from Safavieh are also being expanded. The Martha Stewart collection now has a new offering of micro-hooked rugs, available in about 12 patterns. In the David Easton line, there are new soft wool Oushaks, and the Thomas O’Brien collection Safavieh has added Nepalese wool-and-silk blended rugs.

Safavieh’s house brand Natural Fibers collection of indoor rugs was also expanded for market. The additions include a jute, hemp and jute blended grouping within the existing Botanica collection.

828 International

828 International Trading Co. is building on its Rhine and Momentum collections with new designs for each. Rhine is a $149 retail group of machine-made heat-set polypropylene rugs, to which has been added with 23 new traditional and transitional patterns; Momentum is made in the same construction but is also hand carved and retails for $159 and has been expanded with about a dozen new looks, mostly contemporary.

Also growing is 828’s Accents collection of cotton hooked accent and area rugs. Pieces lean toward novelty and theme looks, like beach, nautical, tropical, kitchen and all-over florals and damask styles.


Karastan Rugs is adopting a new approach to its business as it looks to offer more competitive price points through new constructions and an altered executive team.

At the forefront: Karastan Rugs is to now fall under the umbrella of Mohawk Home. Previously, it was under Karastan’s broadloom segment.

Longtime industry player Steve Roan joined the company in mid December as vp of Karastan Rugs. He reports to Jim Quist, vp, sales, Mohawk Home. Roan most recently operated two importing companies, one for machine-made rugs and the other focused on hand-tufted styles.

At Karastan Rugs he is charged with expanding the brand’s breath of offering and distribution.

“Mohawk Home remains dedicated to its business with the larger retail chains,” he explained to HTT. “And Karastan Rugs remains true to its brand name as a high-end supplier of rugs. But because the market has changed, we want to help our customers adapt, too, with more middle-ground products.”

To that end, Karastan Rugs debuted its first 100% nylon rugs collection, which hits the company’s new $499-and-up price bracket. “It’s a first step in this direction for us,” Roan said. The new Maison and Davenport collections of space-dyed nylon rugs are made on 12-frame looms at the company’s Eden. N.C. facility. A 5-foot-6-inch-by-8-foot-6-inch is set to retail for $499.

Further supporting this effort is the reintroduction of the Mohawk Select brand, which services major furniture and floor covering retail chains. It is headed by David Moyer, director of national accounts. Moyer now reports to Roan.

Shaw Living

Shaw Living has created a high-tech interactive kiosk so retail can more completely and easily help shoppers peruse the company’s more than 5,500 rug offerings.

A walk-up television screen in the center of the 25-square-foot display — which includes signage and 68 rug sample racks — plays an introductory video featuring Kathy Ireland, who helps explain to shoppers how to use the kiosk and how to decorate their homes with Shaw’s rugs.

The touch screen allows shoppers to sort rug styles by color, design theme, brand and size and also lets them save their choices for future trips to the store.

Shaw also launched a new rug-and-broadloom coordinate program. Pieces are all woven domestically by Shaw. Styles range from traditional to transitional to contemporary.

Accent rugs are also making a comeback at Shaw with the introduction of the company’s Reflections collection. The nylon rugs are motif-driven, comprising popular kitchen looks like fruit baskets and roosters as well as coffee themes, lodge looks, animals and others.

Shaw has added printed rugs to its Angela Adams designer licensed program. Made of Shaw’s recyclable nylon, the brightly colored grouping includes whimsical large-scale patterns. A 5-by-8 is set to retail for $289.


Jaipur Rugs has added Coastal Living magazine to its growing roster of licenses. For the new program, which will start shipping in March and will be officially launched this summer at retail, Jaipur has created three groupings: $399 hand-tufted rugs; $299 indoor/outdoor styles; and $229 dhurries. As the name would suggest, design themes are coastal and beachy, including a school of fish pattern in blue hues.

More licenses are in the works for Jaipur. Coming soon will be the launch of its designer program with Raymond Waites and others later in the year.

Also new from the company at market was a restructured hand-tufted rug line divvied by price bracket. The Poeme and BLue collections of New Zealand wool rugs are being expanded to further serve mid-tier retailers. A 5-by-8 is priced at $399.

Ananda hits a higher set at $599. Mythos and the poly-acrylic blend Fusion collections serve the lower end at $299 each.


OW/Sphinx showed its first reversible line of wool and wool-and-viscose blend rugs at market today.

Options is a 100% wool priced at $599; Options Sylk is a viscose and wool blend version, set to retail for $799.

Each rug features two designs that both employ the same palette. There are 25 total designs and 50 patterns for the launch of the program.

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