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Caesarea spreads its wings

Bath rug manufacturer Caesarea Creations is spreading its wings, relocating into a new 2,200-square-foot showroom at 261 Fifth Ave. here.

The 43-year-old Israeli company has been selling in the United States for four years. Although it offers some accent rugs, it sees itself as dedicated to the niche of creating better-construction bath rugs made in Israel, India and Turkey for specialty stores and better department stores, although it also produces product for moderate and mass chains.

"It's better to be the best in what you're doing than to be everything to everybody," said Gidi Landau, vp, sales and marketing. "American mills have the staple nylon rug business and a very good base for middle-of-the-road product. We are concentrating on unique things."

At the upcoming New York Home Textiles Market, Caesarea will launch Cashmere Touch, an ultra-soft micro fiber construction, and Sahara, a triple-layer construction that wicks moisture away from the pile to allow the rug to dry more rapidly. The company will expand designs in its better cotton bath rugs, and also will launch machine-made tapestry look accent rugs for the kitchen and bedroom.

"Richness, plushness, softness — everything we make communicates that story," Landau said.

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