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Waverly inks rug deal with Nourison

Don Hogsett, Marvin Lazaro -- Home Textiles Today, September 30, 2002

Waverly, which has already licensed out its name to home textiles companies spanning several categories, has signed a new agreement with rug manufacturer and importer Nourison.

"We are excited to add Nourison to our prestigious list of licensees," said Carolyn D'Angelo, vp of marketing and licensing for the Waverly Lifestyle Group. "Nourison, as an industry leader in product innovation and design and the Waverly rug collection will be able to offer the consumer even more options for easily coordinating their decorating schemes."

Waverly's license for accent and area rugs was originally with Beaulieu Rugs of Dalton, GA, but the license expired, and Waverly opted to go with Nourison because it was "looking for a company that would be able to service the very large independent dealer base for rugs," D'Angelo told Home Textiles Today. She added that since Beaulieu had been purchased by Springs Industries, its home division had changed its philosophy and was only focusing on five major retail customers. Waverly's relationship with Beaulieu has not been totally severed, however, since it still manufactures the Waverly line of wall-to-wall carpeting.

According to Ed Vairo, director of creative marketing for the Saddlebrook, NJ-based Nourison, the initial offering of Waverly rugs is made up of six to eight accent rug patterns for specialty retailers. Sizes include 2' x 3' and 3' x 5'. Area rugs sized at 6' x 9' , 8' x 10' and 9' x 12' are scheduled to follow in spring 2003 as part of an open stock offering. The designs, like all Waverly branded and licensed lines, are based on an extensive fabric library for a mix of both traditional and contemporary styles. The rugs also coordinate with looks previously introduced.

"We are very excited," Vairo said, "and I think this is going to be significant for both companies.

"I think that there are very few brands in the marketplace that do as good, or as effective, a job at category coordination as Waverly does," he added.

In addition to Nourison, other home textiles companies that currently manufacture and supply Waverly licensed products are Barth & Dreyfus for kitchen and tabletop; Divatex Home Fashions, specialty bedding; Glenoit, kitchen rugs; Springs, Waverly Garden mass merchant bedding; Kennebunk Weavers, throws; Perfect Fit Industries, basic bedding; and Oxford Bath & Home, bath.

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