ED ELLEN DEGENERES COLLECTION A BIG DRAW FOR LOLOI'S MARKET SHOPPERS
Cyrus Loloi says the new ED Ellen DeGeneres collection heavily impacted the company's performance and buyer turnout at High Point Market. Shown are Ellen's tribal-inspired Tribu rugs.
HIGH POINT, N.C. -- High Point Market shoppers came out in full force for a first look at the new ED Ellen DeGeneres collection crafted by Loloi at the rug maker's market party held on opening day of the spring 2017 event.
At Loloi's IHFC Design Center showroom, Cyrus Loloi, principal, told RugNews.com, "We feel very fortunate to have the support that we do. The traffic to the showroom thus far on day-one has been very strong, and ED Ellen DeGeneres has been a big part of that performance so far." But what has excited him most about the ED launch across markets in Atlanta, Las Vegas and High Point, has been "seeing and hearing the dealer reaction and energy surrounding the line. It's been really positive."
The debuting ED Ellen DeGeneres line includes rugs, throws, and pillows like these crafted of fabrics with motifs inspired by vintage rugs.
Reviewing the ED collection with RugNews.com, Loloi explained the reason for the market's upbeat response: "We have some great looking product at a really good value. Plus, as a dealer you get to promote and carry the Ellen DeGeneres name as well."
And that name carries weight with DeGeneres' legions of fans, many of whom are familiar with her lifestyle brand and her love of interior design. To that point, DeGeneres was heavily involved in the design process."Nothing made the line without her final seal of approval," Loloi explained. "Every sample you see here in the showroom was sent to her in some size and capacity for approval. Ellen also has a team that gets involved, working together with us as well."
Asked to describe the ED collection, Loloi said it was "more sophisticated, toned-down-elegant. Nothing is too far out. It's very livable. Ellen has a refreshing aesthetic that translates to rugs very well. Our High Point customers have been really impressed by the variety of weaves and the craftsmanship of the entire line."
The seven debuting rug collections feature a range of constructions and price points to appeal to the diverse Ellen DeGeneres audience, and include:
The hand-tufted Del Rey Collection offers uniquely textured designs in pure wool.
The raised, antique-inspired patterns in the Glendale Collection are hooked in wool against an exposed cotton canvas base.
The hand-knotted Gramercy Collection offers solid-non-solid look in contrasting hand-dyed viscose and wool yarns.
The sustainable Ludlow Collection by ED Ellen DeGeneres is handwoven of 100 percent jute.
Inspired by Ellen's eye for tribal design, the Tribu Collection is handwoven of 100 percent wool.
Power loomed of soft viscose fiber, the Trousdale Collection's fresh color palette brings traditional patterns into the moment.
Understated and relaxed, the hand-loomed Villa's sheared detailing and organic color variations are achieved with richly textured wool.