NEW YORK -- Central Oriental is making a major expansion into the  mass market/home textiles channel. It is part of the growth initiative that is transforming Natco Home into one of the giants of  the U.S.  textiles industry.

Best known as an importer of room size machine-made rugs, Central Oriental's offerings now include accent rugs and small decorative rugs and mats, according to Jim Thompson, vice president of sales.

Natco's aggressive stance was symbolized by the new 8,000 sq. ft. showroom that opened this week during the New York Home Textiles Market. The third floor space at 295 Fifth Ave. is 50% larger than the company's previous showroom.

Bryan Bogas, recently named executive vice president of Natco's rug division, has been devoting a great deal of effort  in the development of a broad-based line of accent rugs, Thompson noted.

Natco is also the parent company of Corona Curtain, Robertson,  Flemish Master Weavers and Jefferson Home Fashions.

Each of the  categories is displayed in a separate alcove, yet buyers can move easily from one product to another.

"We are showing more coordination stories, developing themes that carry through to all our products such as curtains and tabletop items. We have one design team for all products and often mass market buyers are responsible for several categories," said Thompson.

"We are working closely together with home textiles buyers to develop proprietary products in all the categories, Thompson noted. "Often they give us specific color or design themes and we take it from there," said Thompson.

The company is planning even more aggressive growth in the future. Natco recently opened its first manufacturing facility in China, which employs 500 workers.

 "The Chinese plant is currently devoted to cut and sew operations such as curtains and tabletop textiles," said Thompson. "Rugs are not being made there yet. But who knows what may happen in the future?"

In addition to Central's entry into the small rug business, the company is also putting more emphasis on its domestically-produced room size rugs.

Best known as an importer of machine made rugs, Central is now adding more collections made at the company's rug mill in Maine. The Maine plant includes production of million and 1.5 million-point constructions.  "We are still committed to our overseas partners, but it is good to have the flexibility of domestic manufacturing," said Thompson.