Orian Opens 'Affordable' Segment
October 5, 2009,
Orian Rugs is carving out a niche for itself in the affordable area rug category with the launch of two new USA-made collections produced at its Anderson, S.C. headquarter plants.
Sullivan said the idea is to help "keep the market affordable" for shoppers who are strapped during these challenging economic times.
"It seems to be a fact that the retail rug business dropped 600,000 [units] in volume — that is obviously a cause of the economy. But it also shows that rugs need to become more affordable," he explained.
To answer to that theory, Orian has come up with two new 100% polypropylene collections that are domestically made.
Texture Weave is a machine-made product that also includes heat-set yarns for — as its name suggests — added texture. Designs are contemporary and transitional. "On a machine-woven vs. a tufted product, we can add more color and more style," Sullivan said.
The second new grouping is Urban Comfort, which Sullivan described as a flokati-like rug construction but sheared for "a slightly less dense" look. "I'd say it's like our fleece product, which has a 35mm pile height," he said, adding that Urban Comfort rugs are available in six solid color styles. Targeting younger customers who are decorating a dorm room or their first apartment, these rugs are set to retail for $99 for a 5-by-9.
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