ATLANTA MARKET BUSINESS REPORT:
12 EXECS SHARE KEYS TO SUCCESS, INTRODUCE WINTER 2020 RUGS
ATLANTA -- This week's Atlanta Market has proven an important stop on the 2020 rug market circuit for some players who are finding success with evolving strategies that have them primed for a strong kick off to the year.
In fact, for some rug manufacturers, especially those with a special story to tell or with a cross-category approach that caters to the fair's gift and home decor buyers, Atlanta Market, which runs from Jan. 14-21, is a critical stop. Regardless of market strategies, all rug makers surveyed noted that trending, fresh area rug looks are de rigueur in today's competitive environment.
So where some historic players pull out, others are stepping -- or staying -- in. RugNews.com speaks with 12 key executives to find out their strategies and rugs for the first major domestic market of the year.
Debuting at Atlanta for the first time is Belgian-based Balta, which will showcase its rugs in Building 1, showroom 3-C1. The company's Balta Home division focuses on machine-woven rugs made in Belgium and Turkey, while its Papilio label offers hand-made lifestyle-driven area rugs.
"We are unique in coming to Atlanta when everyone is leaving," Brandon, Gavic, VP e-commerce Balta Home USA told RugNews.com. "It is a bit of a home office for our new US design and sales teams, and doubles as a showroom. NY is our main showroom, but we are based here in Atlanta so it works out really well.
"We will display an expanded offering of rugs designed specifically for the North American market. This offering includes a fresh take on youth and tween rugs, coastal, nautical, boho, Persian, modern, Moroccan, and patio -- at all key price points."
Balta Home debuts in Atlanta and showcases its machine-made designs along side its hand-made sustainable Papilio rug label. Shown, Ultra
Also making a return to Atlanta Market is Company C with a new space in partnership with Curated Home Brands, located in Building 1, 14-C4 of the AmericasMart.
"The decision to return to Atlanta was based on a collective demand from customers and sales representatives.," Christine Chapin, co-founder of Company C, told RugNews.com. "We are expecting that this market will be a great opportunity for our brand, with a strong base there and future developments in the area."
Company C will showcase its full line of rugs in its new Atlanta Market space. Shown, Soledad 10987
Company C will showcase its full line of rugs via its visual merchandising solutions with 56 samples in 2' x 3' and 80 in 12-inch-squares displayed on its retail fixtures, and invites market attendees to a celebratory event on Wednesday, Jan. 15, at 3 p.m.
"We experienced tremendous growth with our Colorfields collection," Chapin said. "These on-trend designs rendered in softer palettes and subtle patterns resonate very well with retailers and designers. The demand from consumers for more natural fiber rugs at approachable price points is a key driver behind this growth. We anticipate significant gains again in 2020 for Colorfields."
"The response in Atlanta has been fantastic; everyone wants to see it," company founder Amir Loloi told RugNews.com of the new textile art offering. "We have attracted new customers to our showroom because of these collections and we will have even more to show here this January."
Loloi expects buyers to stop by to check out the company's latest area rugs from its highly successful rug partnerships with Justina Blakeney, ED by Ellen DeGeneres, Magnolia Home by Joanna Gaines and Rifle Paper Co. -- all four a big lure to the Loloi showroom.
Loloi's wall art and one of a kind programs will get expanded along with the company's successful private label and licensed rugs, such as Magnolia Home by Joanna Gaines. Shown, Magnolia Home's James JAE05
Like Loloi, at LR Resources (B1 4-F9), the company's expansion into new home categories has helped boost Atlanta business, said Mike Thompson, adding that its Ox Bay Trading accessories program (viewable in Building 2, showroom 1734B) continues to expand. What's more the company is debuting in Atlanta an expedited custom rug program for its top selling jute rugs in its Naturals collection.
"2019 was a good year for the company and our expansion into more accessory, like pillows, pours and throws, helped." In addition, though the company's top selling collection remains its Naturals assortment, with its latest machine-made Imagine collection a close second. "We are expecting good turnout at winter markets based on early appointment requests and confirmations. It should be a bit stronger than last winter."
To help meet growing demand, LR Resources, which also debuted a space at Las Vegas Market last summer, announced plans to double the size of its Dalton facility, which should be up and running by this spring.
LR Resources has been growing business in Atlanta by not only adding accessories but expanding its most popular collections, including the recently released hit Imagine range.
At Safavieh (B1 3-F1), its growing range of home furnishing and area rugs also prove a lure for Atlanta buyers. That combined with the company's focus on fashion-driven designs have been the keys to the New York company's success.
"2019 was a very good year and 2020 is going to be a fabulous year for Safavieh," said Arash Yaraghi, principal. "Our company continues to grow every year and we believe the reason is that we strive to stay a few steps ahead in introducing new styles, designs within these styles, and engaging blends of color and textures in our rugs and home furnishings. We pull these pieces together in complete, floor-to-ceiling rooms, in creating home decor that resonates with the lives and lifestyles of modern consumers."
Safavieh's Moon Dust debuts in Atlanta. Power-loomed using a blend of silky-smooth viscose and soft synthetic yarns, the rug is finished with petite fringes.
Surya (B1 11-A1), which has been rapidly expanding its range of home accessories to now include everything from lighting to pillows, throws and poofs -- and aggressively targeting designers, furniture stores and retailers, and e-commerce accounts -- expects that strategy to pay off in Atlanta.
"We are focused on bringing designers, retailers and, ultimately, the end consumer, the most up to date and on-trend products across all price points," said Satya Tiwari, president, Surya, noting that the company spent 2019 investing in its sales team, product depth and breadth, in-stock positions and more. "Our strategy for Atlanta is to provide a good, better, best selection. For designer customers we show better-best, but they are looking for some good values as well. While our value-centered retailers are looking for high perceived value, our furniture store and retailer buyers want high perceived high-end value, including hand-knotteds. So we develop products for each of our customer segments.
"We had an exceptional 2019 and definitely will grow in 2020. Our customers want to continue to build on that momentum so we will have a good Atlanta market," Tiwari said.
Suyra will debut the new Lucknow collection for winter shoppers. Shown LUC2301
For Trans-Ocean by Liora Manne (B2 4-215 Temporaries) Atlanta has proven a critical driver of business, and its approach to that market its somewhat different from other rug companies. Trans-Ocean, with its highly popular offering of playful welcome mats and outdoor rugs, attracts traffic from both gift and outdoor living buyers, who flock to the company's fourth floor temporaries to see its constantly updated line. In addition, the New York-based business also books appointments with rug buyers from brick and mortar and e-commerce channels, thus tapping a broader base of buyers.
Trans-Ocean by Liora Manne expects to score big in Atlanta with its latest welcome mats, indoor-outdoor rugs (the new Marina Reflection design, pictured) and indoor-only rugs.
For winter markets in Vegas and Atlanta, Momeni (B1 4-B2) takes a slightly different tack and will be showcasing "thousands" of one of a kind area rugs, according to Rachel Fasciani, a VP at Momeni, who noted that OAKS appeal to buyers seeking high-quality, original designs.
In fact, Momeni will be leasing a temporary space in Vegas (C482) to display the broad assortment of OAKs. "Our business was founded on OAKs and that's an important part of who we are, but there is also a renaissance occurring in which consumers are returning to the mindset of valuing high quality goods," she said. "Our roots are in Atlanta, as it was the first market Momeni showed at, and our customers who attend that market are of great value to us."
In addition to showcasing scores of one of a kind rugs, Momeni will also introduce buyers to its latest contemporary designs. Shown, Monaco collection, MOA07
Nourison (B1, L1), which celebrates 40 years in business in 2020, counts on buyers shopping its popular -- and growing -- Mina Victory pillow assortment and its constantly updated area rug offering. "Given the strength of the economy and level of dealer confidence we expect an excellent start for the year," said Alex Peykar, Nourison principal.
"We have quite a few very exciting new collections in all different price categories of area rugs as well as new textures in our high end broadloom collections to feature this winter. By providing new and exciting collections with the best possible backup inventory at the tip of their fingers, we work hard to keep our retail partners profitable and allow them to get maximum turn on their investment on our product lines."
Atlanta Market shoppers will be able to check out Nourison's latest fashion addition to its hand-knot textural Ocean collection, crafted of a blend of wool, linen, and rayon. Shown, OCP03
PALMETTO LIVING BY ORIAN
Palmetto Living by Orian Rugs is banking on the continued success of its latest plush constructions, such as those featured in the hit Riverstone, Illusions and Confetti collections, to lure buyers seeking American made goods. In addition, the company has continued to add new designs to perennial favorites including Adagio, Aria and Cotton Tail lines.
"We anticipate the Atlanta market will continue the momentum we created from the fourth quarter in 2019," said Dave Matamoros, VP specialty sales said. "Between the Atlanta and Las Vegas Markets we expect our Palmetto Living rug collections to continue to grow and take market share."
Orian by Palmetto Living showcases it plush Riverstone construction in Atlanta. Shown, Digital Stream
KALATY RUG CORP.
Kalaty Rug Corp. (B1 4-G11) keeps its focus on producing upper-end rugs but in recent markets has continued its push into more affordably priced rugs. The focus in Atlanta is on showcasing its latest heritage hand-knotted styles; however, it is also offers debuts of rugs in a variety of textures, weaves and constructions at all price points. Similar to Nourison, Kalaty just closed the books on its 40th anniversary celebrates, and has been busy laying the groundwork for a strong start to 2020. What's more, Atlanta shoppers will be the first to pick up the company's first comprehensive full-color catalogs.
"At the Atlanta and Las Vegas 2020 winter markets, Kalaty Rug Corp. will introduce new collections at the upper end with fresh hand-knots, and also will add to our more moderately priced K-TWO series of collections," said Mike Kalaty. "Atlanta and Las Vegas market customers will find a broad array of updated traditional patterns in modern colorways, new abstract designs in innovative colorations and with unique textural effects -- some with carving -- as well as sophisticated transitional styles among our newest hand-knotted rugs.
"Color, which continues to be one of Kalaty's specialties, is always a critical component of new introductions, and in response to customer requests, we are bringing out a spectrum of innovative bold colors in addition to soft vintage tones at winter markets."
Kalaty adds to its popular hand-knotted Infinity collection with new designs for Atlanta shoppers. Shown, IT-257
Kas Rugs (B1 4-C5) also expects a strong start to 2020 at Atlanta Market by offering its customers more of what they want: new Libby Langdon rugs, additions to its machine-made assortment and unexpected hand-woven designs.
"Business was strong for us in 2019 with consistent growth and we're looking forward to a great 2020.," said Santhi Yarlagadda, VP e-commerce, licensing & new business."In 2019, we opened many target accounts, expanded our Libby Langdon rug line and grew business into different distribution channels [designers, hospitality and large furniture chain stores]. Our strongest and best-selling category remains the machine made rug category with a solid following in unique hand-wovens.
"We're hoping for steady traffic in Atlanta -- the appointments there will be strategic with key players. We're expecting Las Vegas Market to continue to be successful for us with consistent foot traffic and a solid appointment schedule."
Kas Rugs showcases the new Westerly collection of updated traditional motifs with abrash effect with metallic highlights. Shown Westerly 7656