|SURYA LOOKS TO BROADEN MASS MARKET CUSTOMER BASE WITH NEW YORK MARKET HOMECOMING
Satya Tiwari, president of Surya, is meeting with mass merchants this week at the company's Prince George Ballroom showroom, and offering lots of innovate private label design concepts along with 10 new value-driven machine made collections.
NEW YORK -- Surya has returned to New York Home Fashions Market with a broad selection of collections ready to be personalized for mass market retailers.
Showing this week at the Prince George Ballroom, 15 E. 27 St., Surya president Satya Tiwari is further committing to this market with a search for permanent space in Manhattan.
Surya introduces the Dantel (which means lace) collection for New York shoppers.
"We are historically a value handmade company, and therefore had not typically catered to the mass market. But in the last two years our product line has shifted tremendously, and that's what brought us here," Tiwari told RugNews.com.
Driven by the industry's growth in online sales, Surya has been beefing up its product line for e-com customers since 2016 with a major emphasis on machine-made collections and on value-driven wovens and flatweaves. Now the company is expanding its reach to mass merchants looking for private label products.
Surya's New Mexico collection is crafted of polypropylene and makes its debut at New York Home Fashions Market.
This is an appointment-driven show, and we have developed proprietary designs for many of our appointments this week," Tiwari continued. "They love our design capability and the way we are interpreting color and style trends.
"We have always made exclusive designs for key accounts, but now we are going after a broader account base. Of the designs we brought here, 90 percent are not even in our line. We are not bringing our catalog here; this is brand new stuff for this market."
Surya continues to grow its popular, affordable Elaziz collection and introduced several new designs in New York.
The Georgia-based Surya, with market showrooms in Atlanta and High Point, will be at New York Home Fashions Market through March 21.
The company, which used to have a space in 7 W. 34 St. until Vornado sold the building in 2014, is presenting 10 collections in both hand-tufted and machine-made constructions. Highlights include the Elaziz, Chester and Sunderland (read story) lines. "These collections exude the perfect blend of great design at an amazing value, which are essential components to serving this core area of the retail channel," Tiwari noted.
The new City collection, made of polypropylene, from Surya features a drop stitch for added texture.