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Orian Rugs Evolves Styling

At the New York Market —Orian Rugs is coming of age, "a rebirth, so to speak," as it evolves its product line into more contemporary and casual looks.

Barry Kelley, vp, marketing and merchandising, told HTT that while the company maintains its stance as a traditional rug source, "we're adding many transitional and soft contemporary and casual looks," to appeal to more customers.

Demonstrative of this new design direction are the new Interlude and Inspiration collection, both made of polypropylene, except the latter comes in a drop-stitch construction for a hand-carved effect. While these collections span all design styles, they are heavily skewed toward transitional organic and contemporary geometric patterns in soft hues. A 5-by-8 is set to retail for $149.

The existing Magic collection has been expanded with 50 new patterns — many of them also modern and transitional. The palette is different from Interlude and Inspiration in that colors here are bolder and darker.

The indoor/outdoor Patio collection also typifies the company's new design perspective. These olefin rugs feature a patent-pending special backing for added durability. Resistant to stains, weather and odor, these rugs are priced at $99 for a 5-by-8.

In other news, Orian recently hired Paul Sullivan, appointing him vp, sales.

Sullivan most recently worked for apparel company Savane. He has been in the textiles industry for the past 17 years. He reports to Wim De Papa, Orian ceo.

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