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Issue Date: 2018 JULY, Posted On: 7/10/2018


07102018 Amer Unveils Scores of New Products for Summer Shoppers
Lisa Vincenti
AMER UNVEILS SCORES OF NEW PRODUCTS FOR SUMMER SHOPPERS


Amer Rugs will introduce 13 new collections at its new Atlanta showroom, as well as line extensions to popular collections.  Shown, the wool and silk Majestic with hand carving.

ATLANTA -- During the upcoming International Area Rug Market, July 11-15, Amer Rugs, which is experiencing its highest level of orders in its history, will introduce 13 brand new collections -- making 2018 its busiest year for roll outs to date, Joe Barkley, vice president of sales and marketing, told RugNews.com.

"So far 2018 is about level of 2017, and 2017 was a strong year for us," Barkley added. "The difference between 2018 and 2017 is the product mix, with consumers purchasing rugs at lower price points. And, for this 2018 summer, Amer has expanded its assortment to represent more pricing diversity, from new hand-knots to machine-mades. Our entry into machine-made rugs in 2017 has allowed us to develop more persuasive price points." 

In fact, almost half of the upcoming debuts are machine-mades, a category Amer has been aggressively growing since its first collections were a year and a half ago in an effort to tap younger shoppers. "We are Millennial-driven and Millennials are looking for specific colors -- specific designs and textures -- but they don't want to pay a lot for those rugs. Machine-mades have become more and more important to the industry and to Amer at the same time."


The shift in buying preferences has resulted in the sale of fewer hand-knots at Amer, and the company, like many other area rug vendors, finds itself selling more units than in the past to meet the same revenue level of earlier years. "We are selling a heck of a lot more pieces and generating about the same revenue," Barkley said. 

"We will have a strong year, our order activity is at an all-time high, and the dollars have a tendency to catch up." -- Joe Barkley, Amer Rugs

"We will have a strong year, our order activity is at an all-time high, and the dollars have a tendency to catch up," he explained.

In addition to machine-mades Amer also continues to grow its assortment of hand-knotted, tufted and flat-woven designs, and the Georgia company expects appointments for July to be typical of summer markets. "We are moving to a new showroom and anticipating a pretty good turnout," Barkley said. "The turn out will probably be typical of summer market, but people are optimistic and people are buying, so that is a positive."

In AmercasMart, Amer relocates to a new 6,500 square foot showroom located in Building 1, 6-D9, near the access bridge to the Gift Mart and other AmericasMart buildings (read more).

"Amer has two major introduction periods a year, introducing new collections during the Atlanta and Las Vegas shows -- once during the January winter markets and once during the summer markets. And we add additional colors to existing collections during the two High Point Markets," Barkley said. 

Amer's latest collections include plenty of transitional designs reworked in modern colors, a top look at Amer. Of the 13 new collections, five are machine-mades and the remainder are either hand-knotted, tufted or flatweaves. 

 Below is a preview of new roll outs, including line extensions to existing collections shoppers can look for in Atlanta:

BELMONT
 

Amer's new Wilton-woven Belmont features subtle hues and abrash affect. It is crafted of polyester chenille in Turkey.

BOSTON 
 
 
Amer introduces the Boston collection, hand-tufted in India of blended New Zealand wool in a micro looped construction.

DENVER
 

From Amer comes a Moroccan-inspired patterned shag collection called Denver, a new collection which is machine-made in Turkey of multi-textured durable polyester and polypropylene.
  
ESSENCE
 
 
The new Essence collection from Amer features random designs and is crafted by Amer artisans in Rajasthan, India, of the finest virgin New Zealand wool and raw handspun silk. 
 

ESTELLA
 

The understated designs of Estella are made in India of durable low-profile blended New Zealand wool.
 
ETERNAL
 

Featuring traditional designs crafted in soft and muted color schemes, Eternal is machine-made in Turkey of shrink and non-shrink polyester.
 

HAMILTON
 

New from Amer comes Hamilton, a collection made in Turkey of high luster viscose and durable polyester.
 
ODYSSEY 


A new shag range from Amer, Odyssey features soft hues and is made in China of premium polyester.


PARADISE 
 
 
Paradise is an relaxed collection of cross-hatch designs, carefully produced in India of the finest blended New Zealand wool and art silk (viscose). 
 
RODEO
 

Rodeo is a super-luxurious plush shag with a deep rich pile, made in Turkey of durable polypropylene.


SERENA 


An elegant collection of hand-knotted rugs that feature hand craving, the Serena collection is hand-made in India by Amer artisans of premium hand-spun virgin New Zealand wool and art silk (viscose).


VENICE
 
 
The new Venice collection features patinated looks machine-made in Turkey of a blend of fine art silk (viscose) and acrylic yarns.


XAVIER
 

Bohemian inspired color palettes update the distressed classic motifs in Xavier, a machine-made range of soft durable shrink and non-shrink polyester crafted in Turkey.






















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