Nourison Rug Looks to Ring Up Double-Sinks
Cecile Corral -- Home Textiles Today, August 5, 2006
Saddle Brook, NJ — Looking to maximize rings at the cash register with multiple sales, Nourison Rug Co. has added double-sink sizes to its accent rug offerings within the design theme motifs where rectangle and slice accent rugs are already hot sellers.
Gary Shafran, sales and marketing manager for the company's accent rug division, told HTT the focus this market is coordination of the 22-inch-by-56-inch double-sink size with smaller size offerings.
“We're giving the retailer the ammunition for the consumer to buy additional rugs for the kitchen with a new innovative size,” he explained. “Double-sink is a growing category, so we're going beyond the 27-by-45, which was the second size we been offered in past.”
He said his business has been centered “up until this point” on the 20-by-33 and 27-by-45 kitchen rugs and the 32-by-19 slices.
“However now with this double-sink, we're expanding options for retailer,” he said. “We came out with double-sink size last market and got a very good reaction … that is why we've expanded to include all patterns we are offering in the line.”
There are 60 new design options, and they include identical patterns for the three coordinating rugs, as well as multiple mix-and-match patterns that fall under the same motif, be it beach, coffee, rooster, vineyard, birdhouse, Southwest and other themes.
The rugs in this three-piece program are all handmade, hand-carved and machine washable. They are set to be sold separately and are priced to retail for $49.99 for the double-sinks, $19.99 for the slices, and $24.99 for the rectangles.
To help the retailer better merchandise the larger double-sink size, Nourison has created a wide wooden hanger with a non-skid dowel — similar to hangers used to hang slacks.
“This displays it so the consumer can see what she is getting,” Shafran said.
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