Balta Delivers American Design with Vibe
July 14, 2008,
Balta U.S., the six-year-old domestic branch of longstanding parent company Balta Group, of Belgium, is reaching a new milestone this market with the launch of its first ever all-American area rug collection created specifically for the U.S. consumer.
With the name Vibe, the rugs in this collection are made in Belgium on Balta Group's state-of-the-art, one-million-point looms, but they employ in-house, extruded heat-set olefin.
The 24 patterns that make up Vibe were conceived and created exclusively by Balta U.S.' team of designers.
"European designs don't always translate to American homes, which inspired Balta U.S. to create the Vibe collection," explained Mark Ford, director of product development. "This new collection complements the trends in home décor and incorporates the same looks found in leading American furniture and fashion-forward stores."
Launching this week at the Atlanta International Area Rug Market, Vibe rugs span contemporary, transitional and Southwest designs that feature drop-stitching for a hand-carved effect. They are available in two colorways and come in three dimensions: 5-by-8, 8-by-11 and eight-foot rounds.
Since Balta U.S. was founded in spring 2002, its parent has provided much of the division's designs, color direction and collections. But as Balta U.S. has grown and "become a favored child," as Ford described it, the company has wanted to expand its assortment and styles to cater to its national customer base.
Ford explained a "notable difference" in American consumer desires vs. European tastes. "It's more of an emotional experience," he said.
Of Vibe, he continued, "The patterns are softer and the colors are uniquely ours. We wanted to create a portfolio of approachable rugs that will not only set us apart from the competition but will also fit in today's homes."
Ford, who worked closely with his design team over the past year to develop Vibe, said the collection features "the clearest resolution of anything we have because of the pencil-point definition and the simulated carving. We've tried to make it as soft as a feather by not packing the fibers like a brick. We used a smaller yarn twist for better clarity and softness."
Expecting rapid future growth from Vibe, Balta U.S. created its patterns "flexible, with broadloom in mind in case customers want to add these looks to carpeting."
To promote Vibe, Balta U.S. is inviting its retail customers to attend a happy hour of Belgian beer from 3 p.m. to 5 p.m. every day during market at its AmericasMart showroom, space 3-D-7.
Business cards will be collected to be included in a drawing to win an electric guitar.
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