Area rug executives are focusing on best-selling categories for summer and beyond, from budget friendly to high-caliber hand knotted.

SPECIAL REPORT -- RugNews.com surveyed a range of area rug executives in the run up to summer Las Vegas Market, and those who predicted a choppy start to 2024 at the end of last year were spot on.

The unpredictability of consumer spending, elevated pricing for many necessities, and an election year have coalesced to make headwinds for 2024 more difficult to navigate. Still, rug executives remain optimistic for the remainder of the year, and their optimism was mirrored by several flooring retailers surveyed earlier this month by RugNews.com.

RugNews.com reached out to area rug executives, from machine-made manufacturers to hand-knot experts to cross-category players, and we report below on their expectations and how they are meeting the moment.


Nourison expands its machine-woven Desire collection for summer shoppers seeking texture and wow. Shown, DSR08

NOURISON HOME's Giovanni Mara, vice president of marketing & creative, told RugNews, "It’s been an up and down year so far. Some channels are strong and others are soft, and the second half of the year will probably be the same as consumers continue to be very selective in their spending.

"On the high-end, our custom programs continue to do well. On the value side, we continue to focus on washable and performance rugs. Indoor/outdoor is still strong for us as well.

"We expect Las Vegas to be a quiet market, similar to last summer, but we are still meeting with some of our larger customers."

Nourison is shoring up its business, revamping its Las Vegas showroom, and acquired Georgia-based high-quality wool carpet manufacturer J Mish Mills to strengthen its portfolio. The company has also named Wayne Pezzino as its new vice president of sales to strengthen and grow its brick-and-mortar sales channels.


HRI's Antique Heriz, its oldest collection, added fresh designs in 2023, has become a runaway hit again. Shown, 109

HAROUNIAN RUGS INTERNATIONAL (HRI) heads to summer market offering plenty of freshness for many of its West Coast designer clients and retailers. In the past two years the company has invested heavily in expanding not only its sales team, but also in rolling out fashion-forward rug collections that continue to draw in customers.

"We are expecting about the same traffic and business as last summer in Vegas, although our Reps and I are hearing a few more 'I'm not going there in the summer anymore, it's just getting way too hot!' and ' don't need to go to multiple markets every year'. More and more this is becoming a California market," said Greg Jordt, EVP sales and Marketing.

"Our core business is with design firms, to-the-trade showrooms and high-end rug retailers and furniture stores. The first quarter was slow and flat, but the second half has really started to come alive -- unusual going into to the summer season. This uptick in business is from designers working on projects with fall install dates, and rug retailers and furniture stores getting themselves ready with fresh stock and looks for the fall season.

"We are feeling a building optimism in the market for our looks and price-points.”

Two rug categories that are driving HRI sales in 2024 are traditional rug designs. "Our oldest collection 'Antique Heriz' -- a group of antique replicas of collector and museum pieces -- was expanded in 2023 and now is one of our largest collections. Our other hot traditional collection is 'Retro' which was introduced this year." Retro offers a high knot count with a varied minimum pile in very classical traditional designs that appear to be several designs layered upon another.

"The second category that is driving our business this year is our continued 'first to market' contemporary looks, in mid- to high-end hand-knotted constructions.

"This Vegas market we will be showing the new Spectrum collection of made to order designs from Nepal, all knotted in wool and silk. Also, Vegas-goers will see our incredible new collections of minimalist Italian Art Deco designs all hand knotted in 100 percent wool."


Karastan continues to focus on its Salt Life label of durable performance and outdoor rugs, adding a new collection, Dunes.

Senior KARASTAN VP, Bart Hill, echoes concern over a softening in area rug sales for the first half given economic uncertainty, and also that consumers continue to focus on travel and leisure this summer. The company is targeting categories that have shown hardiness despite the challenges.

“We are seeing strengths in some of our value-based and commodity products, we will continue to focus on those categories while the consumer remains cost conscious.”

A big push for Karastan has been its recently introduced Salt Life label, which kicked off with a range of affordable outdoor rugs and introduced a line of indoor performance rugs in 2024. The introductions, which were featured in a spacious display, were well received at spring High Point.


Dynamic Rugs' Wade collection offers a handmade feel and updated classic machine-woven patterns. Shown, 18608-399.

DYNAMIC RUGS is taking a somewhat different tack to the machine-woven category, preferring to continue its focus on higher-quality goods.

"The first half of 2024 has shown that it’s been hard for customers to make a hard commitment when it comes to purchases," explained Matthew Rouhanian, founder. "For the second half of the year we expect more of the same.

"With the immense heat that America is currently experiencing we assume that less people will want to make the trip to Las Vegas. However, we are feeling optimistic and hope to have similar results to last year.

"The focus for the market will be on higher-quality merchandise. We want to separate ourselves from the other companies in the rug industry by always focusing on high-quality products. We always take pride in providing the best quality for our customers."


Licensed collections from Loloi remain popular and Magnolia Home by Joanna Gaines adds new styles. Shown, MOA02

At area rug purveyor LOLOI, Cyrus Loloi says the company, which marked its 20th year in business and introduced buyers to its celebratory Heritage collection at winter Las Vegas Market, said the reception from customers was positive. "The new Heritage collection, a first of its kind in fabrication and technique, was met with immense enthusiasm and the orders have followed suit. We have also been thrilled with the reception of new collections from some of our mainstay collaboration partners like Amber Lewis and Magnolia Home by Joanna Gaines, and our newest collaboration partner Brigette Romanek.

"In the second half of the year, we will focus on more newness from Loloi and our collaboration partners. For the summer and fall markets we are introducing a multitude of handmade collections and machine-made collections, across vintage-inspired and more modern aesthetics, to meet our customers’ needs where they are. There will be more new pillows, wall art, and one-of-a-kind items (such as Oushak and hemp dyed rugs, woven artwork, and rug maps) because that is what customers are asking to see more of, and we aim to deliver.”


Southwest Looms' licensed Pendleton collection was a hit right out of the gate. Shown, Pendleton Tierra's Wyeth Trail

At hand-knot specialist SOUTHWEST LOOMS, the company's Pendleton label area rugs have proven an on-going success story and continue to boost sales.

"The first quarter of 2024 was our best quarter to date for the Pendleton rug collections. The Pendleton brand has wide appeal and interest in these collections continues to grow every year. We acquired many highly motivated dealer and designer accounts in the first half of 2024 in part due to our new permanent showroom (C460) at the Las Vegas Market," said Cynthia McLaren, vice president, operations. "Although summer is a slower market in Las Vegas, we expect to see loyal customers and new accounts this summer.

“At Southwest Looms/The Persian Carpet, we pride ourselves on providing beautiful and unusual designs that cannot be found elsewhere. In addition to our six Southwest Looms collections (Pendleton Reserve, Pendleton Tierra, Pendleton Classic, Santa Fe, Dreamcatcher, and Naturals), we will be showcasing our Arts & Crafts and Afghan Classic Revival collections. The Arts and Crafts collection is an authentic interpretation of that cherished movement and offers over 30 designs influenced by masters such as William Morris and Frank Lloyd Wright. The Afghan Classic Revival collection is based on antique Persian, Caucasian and Turkish designs, woven with lush wool and beautiful saturated dyes."

-- Don't miss RugNews.com's mid-year flooring dealer report to see what dealers have to say.