Home & Textiles Today Staff -- Home Textiles Today, July 30, 2001
Korhani changes name, logo
TORONTO — Area rug manufacturer Korhani Group of Companies, based here and founded in 1902, will be refocusing its brand image by changing its name to Korhani and adding a new blue-and-yellow logo effective immediately. The six companies under the parent company — Korhani Import Export Inc.; Korhani Canada Inc.; Korhani of America Inc.; Korhani of China; HomeKor Development Inc.; and latest addition Korhani Manufacture Inc. — will continue to operate as separate entities.
In other Korhani news, the company recently announced that it has opened for the first time a permanent showroom at the AmericasMart convention center in Atlanta. The showroom is located on the 6th floor. In between markets, the showroom will be used for product presentations by the company's U.S sales staff.
CMI heading to NYC for fall show
PAWTUCKET, RI — Braided rug manufacturer CMI, for the first time in more than 15 years is coming back to the New York Home Textiles Show. This October, the company will show at the Jacob Javits Center, according to Donald Scarlata, president and ceo.
The 23-year-old company tried the New York show for one season in the late 1980s. "At that time, rugs were not as big in the market as they are now," Scarlata said. "But today, you see more and more manufacturers making the smaller-sized rugs and the same buyers are shopping for these."
CMI currently shows at the Atlanta Rug Market, Surfaces and the High Point shows. "If it goes well, which we think it will, we may end up with a permanent presence in New York," Scarlata said.
Nourison steps up consumer marketing campaign
SADDLEBROOK, NJ — Nourison this fall will launch a TV advertising campaign through a co-op arrangement with target retail companies.
Four 30-second spots are being taped, all of them promoting Nourison's 2000 line. In addition, the Valencierre, Parthia, Kalahari and Guggenheim Modern collections each will be featured in one of the ads.
Nourison did not identify the retailers that will be participating in the effort, but did say that each will select the channels for advertising. "We think that with our consumer advertising and our differentiated product, we've established ourselves as a brand in the home furnishings world. But now with the TV advertising, we hope it will extend us as a brand in the general consumer conscious," said Ed Vairo, director of creative marketing. If the campaign is successful, Vairo said, the company will consider repeating it annually for a one-month period.
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