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  • Cecile Corral

Habidecor adds Prestige

Habidecor USA Inc., the U.S. sales office of bath, accent and juvenile rug manufacturer Habidecor Portugal, is celebrating its 10th anniversary this spring with a renewed focus on directly serving the consumer, Katie Johnson-Hill, vp, U.S. operations, told HTT.

Aside from its existing product catalog, Habidecor USA is launching a new 12-page Prestige catalog made specifically for customers of the company's retail partners.

"It was made to be very elegant and luxurious and will be more of an ambiance of our company rather than featuring one picture after another of all of our products," Johnson-Hill said. "In it we show bedroom and bathroom scenes with our rugs. There is very little verbiage."

Habidecor this year for the first time launched an advertising campaign in consumer magazines. The company's first consumer ad was published in the January issue of Elle Decor, and it has plans to run more ads.

"We have had ads in the past in trade publications, and we hope to continue with that; but our main focus this year is switching to the consumer side," Johnson-Hill said.

Similar in style to its new catalog is Habidecor's website,, which has been revamped and is set to launch in April.

Finally, for the upcoming New York Home Textiles Show in April, Habidecor USA will introduce new looks and collections. New designs will be added to the Timeless Designs collection of cotton and linen bath and accent rugs. And new palettes will be introduced in the Traditional Classics collection, including a 60-color design within the top-selling "Must Rug Style" 100 percent cotton bath rug, which typically only features 17 colors.

Habidecor USA processes all the US-based orders for Habidecor Portugal, which in turn exports the rugs to customers nationwide. At its headquarters in Viseu, Habidecor Portugal manufacturers table-tufted and woven rugs in high-quality fibers — cotton, linen, silk and a proprietary acrylic.

Price points range from $40 for a 21" x 19" 100 percent cotton twist bath or juvenile accent rug through $225 for a 27" x 63" woven cotton and linen runner.

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