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Stainmaster area rugs unveiled

Carole Sloan -- Home Textiles Today, May 20, 2002

Five rug suppliers have launched the first area rugs using DuPont's Stainmaster brand.

Stainmaster, a major player in the broadloom business, is being offered by Mohawk Home, Masland, Capel, Soho and an exclusive Laura Ashley collection from Beaulieu at Lowe's, according to Carol Haslach, marketing communications manager. Stainmaster, said Gary Johnston, marketing communications brand manager/nylon, represents a proprietary "recipe combining fiber, protection and construction parameters."

According to DuPont's statistics, 45 percent of the broadloom introductions at Surfaces 2002 in Las Vegas in January were Stainmaster.

DuPont introduced the area rug program at a press preview here last week.

The rugs, using various nylon fiber constructions, "are manufactured to a quality standard that is very competitive in terms of price," Johnston said. For broadloom, as an example, Stainmaster products carry a $1.00 to $1.50 per square yard premium.

From a marketing perspective, "we are doing research on what styles consumers want, and this will be our main focus for the year," Haslach said. "We are working to fill out the product line." The initial rugs cover the gamut, including multi-level loop, cut/uncut, exotic prints, unique tufting and sculpturing, Haslach said. Promotion of the Stainmaster area rugs will probably not take place this year, she added.

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