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Balta Grows Up

Cecile Corral, Staff Staff -- Home Textiles Today, September 6, 2004

Balta U.S. is maturing its juvenile Flash collection this fall with about a dozen new designs — in a newly created bright color palette — to attract the tweener, teen and college crowd.

Balta U.S., which is the North American division of its Belgium parent Balta, will debut the new designs in October at the New York Home Textiles Market, said Mark Ford, director of product development.

“The new designs are smarter, more urban and trendier than the juvenile looks we have,” he continued.

The new palette includes kiwi green, tangerine orange, ballistic blue, fuchsia fusion and purple shimmer. All of the rugs are made of 100 percent polypropylene and are produced on precision looms in Belgium.

“Because Balta extrudes its own yarn, we were able to not only get vibrant color but consistent color” Ford added.

Balta U.S. is moving in this direction after having had a successful test run last fall, he said.

“We dabbled in tweener looks last year, and it turned out to be great for us,” Ford explained. “We ran it during the back-to-school season, and we ran out of everything.”

A special merchandising package has been created for the line — a 26-square-inch container that holds 16 5-by-8 Flash rugs which are rolled and packed in plastic. The white cardboard display container features images of the designs included. Each rug is set to retail for $50. The line is also available in an 8-by-11 size.

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