FREDERICK, Md. -- Dynamic Rugs announces a new licensed program in collaboration with Los Angeles-based designer and TV personality Angelo Surmelis.
Surmelis -- whose angelo:HOME brand was launched in 2008 and has sold over $100 million of upholstery, case goods and soft goods at retail through online and traditional brick and mortar stores -- is launching his new label, Angelo Surmelis, with Dynamic Rugs at the January 2020 Las Vegas Market. He is planning to unveil a furniture partnership in the spring.
"The angelo:HOME brand is now celebrating 12 years and we have always been a value story," Surmelis said. "The new rug collections will continue to tell that story, under my new namesake luxury brand."
"Our relationship with Angelo is rooted in a shared desire to stay ahead of developing trends in the ever-evolving landscape of home fashion," Anoosha Rouhanian, told RugNews.com. "We plan on a continuous collaboration and while all collections will have mass appeal, each one will have a distinctive voice that will speak to a particular consumer or demographic in a soft, yet direct way," she said.
A rendering of a design from the Angelo Surmelis debut collection for Dynamic Rugs called Alea, which features erased geometric and abstract patterns.
The Angelo Surmelis collection will initially include the vintage-styled Alea collection, which launches with eight designs. "With its density, weight, and smooth transition to a fringe, Alea is reminiscent of hand-woven rugs found in Turkish bazaars, while its machine-made construction makes it affordable to the general public," Rouhanian said of the first rugs in the program.
"Our debut Surmelis will be one of our more high-end, premium collections, but nothing ostentatious -- the value is evident in both its touch and its appearance.
The Alea collection will carry a mid-high price point ($299.99-$399.99 in approximately 5x8) and is machine-made in Turkey of 95 percent space-dyed polyester and 5 percent shrink polyester.
A room vignette by Angelo Surmelis under his Angelo:HOME label illustrates his signature style.
"We are planning on offering the Angelo Surmelis brand to our mid-high price range e-commerce, brick-and-mortar, and big-box channels -- essentially, all channels of distribution. For the angelo:HOME brand, it too will be offered to all channels of distribution, but more in the mid-price range.
An interior designer whose work has been showcased on TLC, Lifetime and Merge, Surmelis, also a host and designer on HGTV, added, "It's always about people first," remarked Angelo. "Matthew and Anoosha -- and, frankly, their entire team -- are just fantastic people: smart, educated, adventurous, open, giving and kind. On top of that, they know what they are doing. Their quality of rugs at an attainable price point, plus their willingness to look beyond traditional methods, to look ahead and beyond trends, well -- it's exciting."