The entrance to Capel Rugs’ new High Point showroom at 200 N. Hamilton St. welcomes shoppers to a comprehensive
shopping experience year-round.

HIGH POINT, N.C.- Capel’s new location at 200 N. Hamilton Street nearly triples its showroom capacity to an impressive 9,000 square feet, affording a more contemporary interior architecture that gives the company more space and flexibility to showcase its rugs.


The Capel team celebrates the grand opening of their new showroom at 200 N. Hamilton. From left: Richard Capel, Len
Capel, Dedra Owen, Cameron Capel, Bret Palmer and Ron Capel.

After 40 years in its longtime Historic Market Square showroom, the company took over the former French Accents rug showroom, breaking through to two additional adjacent showrooms to create a seamless shopping experience. With higher ceilings and larger racks, the company can now display larger sizes of rugs, showing off patterns and constructions to their full potential. It also has the opportunity to draw upscale retailers and designers shopping the top furniture showrooms in close proximity.


Front and center in the new Capel showroom are a series of rugs from the impressionistic Aquarelles collection in 100 percent silk.

RugNews toured the new showroom with Dedra Owen creative director / designer and product development lead for Capel Rugs, who designed and merchandised the new space, as well as the best-selling new impressionistic Aquarelles collection adorning walls and floor in the reception area. Asked about the collection, Owens said the Capel design team decided to use 100 percent silk because they found that only silk could achieve the fluid feel and watercolor effect they were looking for.

At the busy showroom, Owen said, “We’re already seeing an uptick in new prospects who have not shopped our line before. And appointments are up with our long-term customers as well. They’re excited that the extra 6000 feet over our Market Square space allows us to show many more rugs.”


Capel’s new Tattersall collection gets a dedicated display emphasizing its menswear look and fashion-forward colors.

Indeed, Capel now showcases collections in rooms that are dedicated to specific types of construction, making each part of the line much easier to shop, and they also have space to show more colorways for best sellers. And a much broader assortment of the company’s hand knotted, in-out, braided and OAK heirloom rugs was also on show.

One showstopper was a display for the new Tattersall collection, handloomed made of 100 percent PET performance yarn. “We borrowed Len Capel’s sport coat to emphasize the menswear look – everyone loves this story,” Owen said. Tattersall rugs fall under the Capel Conserve label, which denotes sustainable offerings. The plaid Tattersall rugs come in three colorways.


Capel introduces the tufted Matrix collection in undyed wool.

Matrix, another new collection, is also part of Capel Conserve. It’s a tufted construction of natural, undyed wool in a linear geometric pattern. The company’s Timeless collection is part of the Capel Anywhere designation. It’s designed to be versatile enough to be used inside and out or in high traffic areas, with weather-resistant yarn that’s easy to clean. The collection features wide stripes alternating bold colors and cream.


A golf-inspired display highlights the Timeless collection's in-out practicality.

Crafted is a domestically made handmade rug woven of twisted cotton chenille yarn wrapped with wool. The braided construction and variegated colors give it a rustic, artisan feel that can also skew modern because of the uneven concentric pattern and the on-trend colorways of black and white, multicolor, and saturated green, among others.  


Terra Harvest is Capel’s first 100 percent jute braided rug.

Terra Harvest is another braided collection, and it's made of jute — Capel’s first braided introduction of 100 percent jute. It comes in three colorways: natural, bleached, and wheat. Veld draws inspiration from a traditional Indian grass design and is made of 70 percent wool and 30 percent viscose. It comes in five colorways and is hand-knotted. Heath and Henley are also based on a traditional grass pattern and are wool and viscose; their patterns are a smaller, more intricate scale.


Capel’s new Henley rug is intricately woven of wool and viscose with trending gradient effect.