• Cecile Corral

Nourison intros Valueweaves line

Machine-made accent rug collection targets mass merchants

Continuing to build on the success of its three-year-old domestics accent rug division, Nourison recently added a new construction to its offerings — machine-made accent rugs.

Titled Valueweaves, the new line is made in Nourison's joint-partnership factory in China and is composed of hand-carved, machine-made, poly-acrylic, machine-washable rugs with a dry-matte finish. They are set to retail for $14.99 or less for a 2' x 3' — well below the division's typical line of hand-made offerings which sell for $19.99 to $29.99.

"We are going this direction because while we do a substantial business with the department and specialty stores with our hand-made goods, we weren't addressing a whole other important sector of retail — the mass merchants," Gary Shafran, sales and marketing manager for the accent rug division, told Home Textiles Today. "They were telling us they liked our product but that $19.99 was too high for them. They needed something at $14.99 or less. And this new collection targets just that customer."

Nourison presented the rugs for the first time in April at the most recent New York Home Textiles Market with a low-key test launch for a handful of retail customers. "And we got a great reaction," Shafran said.

The new Valueweaves collection represents the fifth construction Nourison's domestics division currently has in its roster. The other four, all of which fall under the company's Everywheres brand, are hand-hooked; hand-hooked and hand-carved; high-low hand-hooked and hand-tufted; and hand-tufted and hand-woven.

Cecile CorralCecile Corral | Senior Product Editor, Home & Textiles Today

Cecile B. Corral has been a product editor with Home Textiles Today since late 2000. She covers the area and accent rug, kitchen textiles, table linens, beach towels, decorative bath and decorative pillow categories, as well as some retail subjects.

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