Issue Date: 2019 SEPTEMBER, Posted On: 9/6/2019

09062019 Surya Targets Mass Merchants At NY Home Fashions Market with Largest Roll Out of Rugs Ever
By Lisa Vincenti

Surya takes a space at 295 5th Ave. targeting mass merchants with fast fashion and the largest roll out of new area rugs in company history. Shown, the hand-tufted Zanafi Tassels ZTS-2307

NEW YORK -- Surya will target mass merchants shopping next week's New York Home Fashions Market with a massive roll out of 50 new area rug collections -- the largest in the company's history, Satya Tiwari, Surya president, told RugNews.com.

Surya returned to NY Home Fashions Market to test the waters last spring with a space at the Prince George Ballroom and the results were encouraging enough for the company to sign a temporary lease at 295 5th Avenue, Suite 1602 for the fall 2019 edition. 

"We had a good New York market earlier this year," Tiwari said. "We had participated in the show for many years and then moved away from the mass market. But during the past year, we invested heavily in fashion and style, including at lower price points. With collections more in line with mass merchants, many realized that we have a wide variety of products to offer -- and we can deliver."

Georgia-based Surya is introducing 50 new collections that marry fashion with value at the upcoming semi-annual home textiles show, running from from Sept. 16-19. The 43-year-old company has historically been known as a value handmade area rug maker, but during the past few years its product line has expanded to include a growing machine-made offering targeted at the e-commerce side of the business. In fact, Surya continuously introduces new rug designs to meet the needs of the online channel, now one of its fastest growing segments.

 "E-comm is all about freshness, and mass merchants are looking for vendors who can provide that." - Satya Tiwari, Surya

"We sample 50,000 plus rugs a year and we add 1,000 new rugs to our line every month. We have widened our e-commerce focus to include the mass market world. We bring about 20,000 new SKUs to market every year," Tiwari explained.
That volume is due in large part to changing demands at the online consumer level. "Before the mass merchants weren't fashion leaders in the category.  But e-comm is all about freshness and mass merchants are looking for vendors who can provide that. They are constantly looking for something new. We focus on $49 retail to $129 retail in 5x9 -- that is the sweet spot for our e-commerce business and our focus is on how we bring the best-in-class to the $49-$129 retail area rug," Tiwari said.

Surya's machine-made Ariana collection, crafted from polypropylene, delivers fashion-right high-low texture and global style. Shown, RIA-2303.

"The idea is that because of our experience with e-commerce, we are a great source for mass merchants now. Area rugs are a fashion business, and that is where Surya excels. Today the mass merchant consumer wants more fashion and we are perfectly aligned to that world," Tiwari said.

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