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  • Cecile Corral

Broad range of styles appeal to retailers

Cecile Corral, Staff Staff -- Home Textiles Today, April 15, 2002

The strong resurgence in retail interest that is projected for this particular market is one of the factors paving the way for an equally broad range of rug offerings — varying in construction, size and purpose.

Rug suppliers of all kinds of wares are poising their roomsize area rugs, hearth-shaped cushion kitchen mats, recycled rubber door mats and chenille accent rugs, among many other items, to grab the attention of potential customers.

And the thread tying all these offerings together is suppliers' common goal to stress their uses throughout all parts of the home.

Here are some samples of the breadth of offerings poised to be out on the floor at April market.

Looking to covering all spaces is Mohawk Home, based in Sugar Valley, GA.

For its upscale Newmark division, the company is building on its six-month-old textile and home furnishing lines by licensing partner Chris Casson Madden, the company is now launching a new area rug collection consisting of 12 woven and two printed rugs.

In chromajet printed rugs, Mohawk Home is adding 20 new room-size patterns in contemporary, traditional, floral and lodge patterns, four new designs to the Cheri Blum collection and five new patterns to the Wildlife collection.

New printed scatter rugs include 12 kitchen novelty rugs along with more than 20 everyday scatter rug designs ranging from geometric to country to floral.

Mohawk is also expanding its printed mat collection significantly with 20 new designs for the popular Front Porch collection, 15 new Added Touch mats and more than 20 new comfort mats.

Mohawk is also launching two new kitchen collections — a solid-color washable kitchen line called Simply Accents at an opening price points and a group of heat transfer nylon kitchen rugs with 12 patterns.

The Bacova Guild, based in Greensboro, NC, is stocked up with a roster of new introductions. For floor mats, the company is introducing new molds and new designer art to its line of recycled rubber 18" x 30" mats as well as new patterns utilizing Bacova's own pebble finish and texture process for the berber mat line. Also, 12 new designs are being added to its anti-fatigue cushion mats.

"There are mutually exclusive consumers who have distinctive demands for each of these products," said Jeff Norden, business manager, Bacova.

For its accent rugs offerings, Bacova has added looks to its top collections, including 12 new designs for Classic Berber, new carved and geometric looks for the first time to the Studio Designs Carved rugs line and two new tufted border designs for Elegant Dimensions.

For this market Design Network "is continuing to concentrate on three elements for indoor/outdoor mats: function, fashion and value," said Deborah Powell, director of marketing for the Los Angeles-based company. Twelve new patterns are being introduced this market, and Powell noted the company is able to conveniently print "any design for an $8.99 retail price point."

Looking to round out its newer accent rug category with diversity in chromajet offerings, New York-based Glenoit Floor Fashions is launching its Silhouettes collection, made of 100 percent tufted nylon in eight designs, each available in six colorways, said Jackie Zutler, manager of graphic design.

Stockton, CA-based Huffco, participating in the market for the first time, is building on its door mat offerings with a line of recycled rubber floor mats featuring rich flock borders and a durable loop pile nylon center.

Eden, NC-based Mastercraft Imports has a new upper-end hand-made Axminster collection, Severn Manor, of 100 percent New Zealand wool pile featuring antique Persian designs in more than 30 hues.

The new 100 percent brushed jute collection of rugs by Park B. Smith Ltd., New York, available in three designs — Brushed Solid, Brushed Squares and Brushed Bands — and comes in the natural/linen colorway.

Even a rug style as limited as sheepskin has been given a "twist" for this market. Denver-based Bowron Sheepskin Co. is adding a new colorway titled Identity — a blend of greens and blues — to its line of 100 percent natural sheepskin rugs. And new mid-tone colorways are being introduced in the same line, including cove, ocean, fiord, lichen, meadow and loch.

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