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Balta U.S. brings outdoors inside With Mya line

At the New York Market - Bringing "the next evolution of polypropylene for the indoors" is Balta U.S. with its new Mya collection of wool-blend area rugs.

Strictly for interiors, this collection employs a heavy construction with lots of texture.

"We've taken flatweave and made it more and more natural, but kept it within the mass-market range" at $129 for a 5-by-8 size, explained Patrick Moyer, president of sales and marketing.

Available in "unlimited" patterns, he continued, looks can span traditional to transitional to contemporary.

Another category with market additions is shags, "which represent a big growth business for us," Moyer said. To the company's growing Cosy family of shag styles, Balta has now added Elegant, which uses "a big yarn like we use in our shags," as well as a dense construction, but a lower pile for high comfort on a clean look.

Also available in traditional, transitional and contemporary patterns, these rugs are priced to retail for $148 for a 5-by-8.

Also new to Cosy is the Sapphire collection, which features a very fine shag construction compared with its thicker shag predecessors - Diamond and Brilliant.

The existing Kirman heat-set polypropylene collection has been expanded with 15 new patterns set to retail for $129.

For its more promotional customers, Balta has developed a new grouping of aggressively priced rugs - Paloma, Paradiso and Patina.

Densely woven BCF-made rugs, these entry-level products offer a span of designs and palettes for $79 each.

Finally, in the indoor/outdoor flatweave construction, Balta is introducing the $79 Essenza collection of brightly colored fashion looks.

"While the main part of the flatweave business is still in natural looks, we are seeing a movement in more fashion looks with bold color," Moyer said.

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