Highlights from the Atlanta Rug Show
Staff Staff -- Home Textiles Today, January 16, 2004
ATLANTA — Trade Am, the multiple category textile supplier, came to market with a new face.
Trade Am introduced 1,200 new products this market across all of its categories — area rugs, accent rugs, bath rugs, top-of-bed goods, decorative pillows, throws and table linens — and reconfigured its assortments into lifestyle programs. These introductions include new weaves, constructions and designs for this market.
"Before, we categorized everything by price or construction or country (of origin)," said Cecil Adams, vice president, creative director. "But we've reinvented ourselves. Now we are totally merchandising by lifestyle and just showing our products in styles. The consumer responds to color and style first."
In March, Karastan will launch a new celebrity-based print-advertising campaign that will run in more than a dozen shelter magazines through the end of 2004.
One ad features actress Andie MacDowell — dressed in denim pants, a long-sleeve black top and black leather boots — sitting on Karastan's Espalier design from the company's 700 Series, which comprises 100 percent New Zealand wool area rugs.
Espalier was one of two new designs introduced in October during the market at High Point.
"The ad is all about showing the new, updated look in our classic construction — our 700 Series," said Elizabeth Miller, senior vice president, design. "Espalier perfectly defines that — a brand new color palette and a cleaner and more modern look that is still classic."
Southern Accents and Veranda magazines will be the first to print the ad in their March/April issues. Elle Decor, Better Home & Garden, House & Garden and Sunset magazines will start publishing it in their April issues.
In May, Architectural Digest, Metropolitan Home, Traditional Home and Oprah At Home magazines will begin their run with the ad. Renovation Style, Real Simple and Oprah magazines will start running the ad in September. And finally, InStyle Home will publish the ad in its October, November and December issues.
BALTA US INC.
The U.S.-based division of Balta recently appointed Mark Ford to the newly created position of director, product development.
He reports to Patrick Moyer, president.
Ford most recently worked as director of design for Brumlow Home, where he spent the past six years of his career. Prior to that he was with Mohawk Home as a designer for mats and other textiles.
Shaw this week launched its newest license program — the Mary-Kate & Ashley Collection — which also represents the company's second juvenile program. Its first is with Kathy Ireland, who more than a year ago unveiled her designs for the younger market.
Jess Meadows, division vice president, said that this collection — comprised of nylon area rugs in regular and shag constructions — was launched mainly targeting independent flooring dealers, but the plan is also to expand it with new product categories that cater to mass-merchants and home centers.
These new categories include bath and accent rugs, decorative pillows and throws. The rollout is slated for March during the New York Home Textile Market, Meadows said. Shaw recently signed a lease for a new 7,000-square-foot showroom on the third floor of 295 Fifth Ave. "We hope by this fall to have these new products in stores," Meadows said.
The company is moving out of its space in Suite 1718 and is also moving its Georgia Tufters division from Suite 1503.
In other news, Meadows said Shaw Living continues to look to expand its business through acquisitions of companies that complement its product lines. "We've made a lot of progress in woven area rugs, but the idea is to be the number one or two company in all categories of rugs," Meadows explained.
The company is also exploring opportunities to offer new product categories like sheets, towels, "and a lot of other different things," Meadows said, through partnerships with factories in India and China.
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