Waverly inks deal with Nourison for rugs

New York — Waverly, which has already licensed its name to home textiles companies spanning several different categories, has signed a new agreement with rug manufacturer and importer Nourison.

Waverly's license for accent and area rugs with Beaulieu Rugs of Dalton, GA, expired. The company opted to go with Nourison because it was "looking for a company that would be able to service the very large independent dealer base for rugs," Carolyn D'Angelo, vp of marketing and licensing for the Waverly Lifestyle Group, told HTT.

She added that since Beaulieu had been purchased by Springs Industries, its home division had changed its philosophy and was only focusing on five major retail customers. Waverly's relationship with Beaulieu has not been totally severed, however, since it still manufactures the Waverly line of wall-to-wall carpeting.

According to Ed Vairo, director of creative marketing for the Saddlebrook, NJ-based Nourison, the initial offering of Waverly rugs is made up of six to eight accent rug patterns for specialty retailers. Sizes include 2' x 3' and 3' x 5'. Area rugs sized at 6' x 9', 8' x 10' and 9' x 12' are scheduled to follow in spring 2003 as part of an open stock offering. The designs, like all Waverly self-branded and licensed lines, are based on the company's extensive fabric library for a mix of both traditional and contemporary styles. The rugs also coordinate with looks previously introduced.

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