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Julian, Trade Am take area rugs to high end

Andrea Lillo -- Home Textiles Today, November 27, 2000

RIDGEFIELD, CT -Designer Alexander Julian, known for his menswear fashion, has announced the expansion of his area rug program with Trade Am, Norcross, GA.

Aimed at furniture, department and specialty stores, the new line is "more fashion-forward in its colors and designs" than the existing one, said Ashu Ladha, president and ceo, Trade Am. It will ship in March or April.

Trade Am and Julian first partnered for an exclusive line in a home improvement chain, which is selling very well, Ladha said, and now are offering a separate line for other retailers.

"Alexander Julian is a well known name to the consumer," Ladha said.

The new higher-quality collection contains seven designs, all made of 100 percent wool pile rugs hand-woven in India with abrash yarns, which is a technique that allows shading for added texture, dimension and depth.

They are available in 3.6 feet by 5.6 feet, 2.3 feet by 7.6 feet, 5 feet by 8 feet and 8 feet by 10.6 feet. A 5 by 8 rug will range at retail from $399 to $599.

The patterns show influences from Julian's signature menswear looks. Galla, for example, is defined by an undulating ribbon along the perimeter, and Prism is an abstract interpretation of the argyle. Border Plaid and Criss Cross contemporize traditional plaid patterns. The Trellis pattern has a simple border of a vine on a blended color ground, and Falling Leaves is patterned with oversized, dramatic leaves.

"Great area rugs provide an easy and cost-effective way to add newness and excitement to any room," said Julian.

"The beauty of hand weaving is its ability to create complex patterns and textures for unique subtlety and shading that adds depth and dimension in decorating. I am thrilled with these new rugs and can't wait to have one at home myself."

Bob Berman, senior vp, Trade Am, said, "It's very exciting for us to have access to such a successful home furnishings brand like Alexander Julian At Home. Alex's design expertise and aptitude for color translates beautifully to our hand woven, textural rugs.

"We are confident that this high-level of design and quality at such a reasonable price will do very well with department, specialty and furniture store retailers and through catalog opportunities."

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