MARKET NEWCOMER WELL WOVEN, AFTER SUCCESSFUL HIGH POINT DEBUT, PLANS FIRST NY SHOWROOM
Well Woven's inaugural High Point Market offered buyers a taste of what's in store at its soon-to-open New York showroom. Displayed at the company's High Point space is the Sydney Vintage collection made from air twist frieze polypropylene.
NEW YORK -- Well Woven, a five-year-old contemporary area rug firm, made a High Point debut last month, and plans to continue to build its brand with a new permanent showroom in New York, according the Adem Ogunc, principal and marketing director.
"We're growing sales with our existing customers, and coming to markets to meet with new customers," Ogunc told RugNews.com. The young company is hitting the showroom circuit to ensure its contemporary indoor and outdoor rugs are in front of the right customers and to step up the Well Woven brand image. "We've gotten to a scale where we can service larger, more mature companies better."
Ogunc said that Well Woven's New York showroom will be a light and airy space at 141 W. 36th St., suite 12A, not too far from the home textiles and rug showrooms located at 295 Fifth Ave. "We're just in the planning stages," he added, noting that Well Woven has been headquartered in a New York-area office space, with very limited product. Ogunc's game plan also is to build its design team in NYC to ensure the company has winning products to offer. "Our goal is focusing on the price-conscious consumer but delivering extraordinary values through our design product capabilities."
HIGH POINT DEBUT: FIRST MAJOR SHOW
The Tulsa collection from Well Woven includes traditional Persian, Southwestern and Moroccan designs.
High Point spring market was Well Woven's first major trade show debut, but the company has exhibited in temporary quarters during a few previous New York markets.
Though the temporary space at High Point was in a less-trafficked area, Ogunc was pleased with the show. "Our business was appointment-driven, and successful. We have a Rolodex, and we contacted mainly existing customers -- retailers, furniture stores, e-commerce -- and (used) LinkedIn," Ogunc said. "We had a good turnout of customers we'd invited, and we did write some orders, but I'd say the action happened after the market. We're particularly excited about our new categories, like indoor/outdoor rugs."
Well Woven currently sells to major online retailers such as Wayfair, AllModern and Home Depot, and one of Ogunc's goals is to expand sales through channels such as big box, furniture store and discount retailers.
When Well Woven opens its permanent showroom in New York, the company may display and merchandise somewhat differently than in its temporary High Point space.
Well Woven introduced the plush, carved San Francisco shag collection at High Point Market (above) shown in detail below.
"We're really focusing on the things like softness and texture, that will set us apart," explained Ogunc. "We are developing unique proprietary yarns in our factories, nylon and polyester based; and new colorways. Trending we still see Moroccan, the ethnic tribal prints, the global vintage, the abstract prints with high-low constructions, distressed textures, softer color palettes."
Well Woven is targeting the price-conscious consumer with rugs that retail from $149 to $199 for a 5x7, but it also offers a range of promotional qualities as well -- under $99.
"I've been involved in the industry since college, and have been an independent rep for a couple of companies mostly serving the New York metro market," he said. But with Well Woven he set out to push boundaries and offer fashion that he felt would set his company apart. "I think it's an interesting time in terms of rug weaving and fashion; there's a lot more trend and fashion, and the trend cycles in fashion are much faster. On the production side, there are a lot more capabilities -- especially in printing -- and you can do a lot more creative things."
Jasmine from the machine made Campo collection by Well Woven.
In High Point, the company displayed a range of products including the new Tulsa and San Francisco collections, and new designs in the Allure, Campo, Rodeo, Taos and Sydney lines.
The San Francisco collection features oversized geometric shag designs enhanced with 3D carved effects. The textured shags are made from stain resistant, fade resistant, and shed free yarn. The Tulsa collection offers a curated array of traditional Persian, Southwestern, and Moroccan designs. A warm palette of red, blue, and green jewel tones is accented by neutral colors of ivory and beige in stain-resistant polypropylene yarn.
Four designs from the Allure collection were featured in a vignette showcasing vibrantly colored, high-detail designs in a weave of 55 percent polypropylene and 45 percent polyester yarns. The Campo collection uses soft yarn machine-woven into a velvety pile, and understated colors in designs that complement modern and traditional décor.
A contemporary update, this Southwestern-inspired design from the Well Woven Taos collection is machine woven of polypropylene.
"We hope to create long-lasting relationships with our partners and customers to bring them one-of-a-kind products at accessible price points. We are very particular when it comes to where our products are made. A commitment to social responsibility, ensuring producers meet highest standards of labor and environmental practices, is a priority for us," Ogunc said.
The Corona design from Well Woven's Rodeo collection resonated with High Point Market shoppers.