Couristan soft-launches Emma at Home collection
Thomas Lester -- Home Textiles Today, July 19, 2013
Fort Lee, N.J. - While the complete collection will be unveiled later this summer and into the fall, Couristan soft-launched a collection of three rug lines licensed by designer Emma Gardner's Emma at Home brand at the recent Atlanta International Area Rug Market.
The soft launch includes hand-hooked and power loomed indoor/outdoor rugs and tufted rugs with prices ranging from $99 to $399.
"I'm thrilled to be able to offer them at an affordable price point," Gardner said.
The rugs debuted in Couristan's Merchandise Mart 6-D11 showroom and reflect Gardner's sense of style, which she says comes from many points of inspiration.
"In general, what I try to do is stay true to my initial creative impulses, which is a matter of keeping my mind receptive to beautiful colors I see or patterns," she said. "I don't return to one source or another; I go to museums, I read books, I take pictures of flowers when I'm on a walk."
Steve Codella, Couristan executive vice president of sales, said entering into a licensing agreement with Gardner made sense because it allowed the rug company to expand beyond its traditional offerings.
"We've been looking to partner with someone who could not only design beautiful things but bring a freshness to our line and differentiate from everything we've been carrying," Codella said. "Emma's designs are in line with transitional. A lot of our designs are more traditional. Her color choices are totally different than what we've had in the past."
Gardner said the partnership makes sense on her end because it allows her to create product that can evolve as trends change.
"I always try to do things I think are beautiful forever, but it's fun to be a little more responsive and introduce a sense of fashion," Gardner said. "With rugs like this, you can, especially with outdoor. It's a fun, bold category and since it's fairly new, people tend to be a little less conservative about what they put in their outdoor rooms with fun accents. Rugs are very much a part of that."
Additional rugs from the Emma at Home collection from Couristan will be launched at the Casual Market in Chicago September and at the January market in Atlanta.
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