Surya expands into mat category with first lineup of utility and door mats at the spring New York Home Fashions Market.

NEW YORK -- Surya rolled out its first mat collections for shoppers at New York Home Fashions Market and introduced innovative value driven collections for big box and mass merchant buyers as part of a bid to capture an even larger share of the market.

"In New York we see a lot of big mass merchant players, wholesale clubs and home improvement retailers, and a lot of this business is private label," Satya Tiwari told RugNews.com. As part of the company's strategy to grow its slice of the channel the company rolled out its first mat program, which includes basics, domestic production and imports.

The inaugural collection includes utility and decorative mats. Sizes range from front door mats in 18x24 inch to 18x30 inch, with some constructions available in sizes including 2x3 and 3x5.


Surya's rolls out first utility mats made of recycled rubber and recycled rubber fabric-topped options.

Constructions include four qualities of recycled rubber including recycled-rubber impressions designs and fabric-topped options. The program rollout also adds coir mats including decorative coir, imprinted coir, as well as introductions of promotional qualities.

MACHINE-MADE DEBUTS MERGE FASHION & VALUE


Natural jute-inspired looks from the Mystery collection offer handmade styling in an easy-care construction.

For its latest area rug debuts, Tiwari said the focus remains on offering lifestyle driven options in a range of constructions and trending designs. Among the winners at the spring New York Home Fashions Market were looks that lend a handmade quality to machine-made rugs. 

"We are bringing handmade techniques and looks into our machine-mades to give them something special," Tiwari added. In this category is the new Mystery collection of understated tonal seagrass-inspired designs. With trendy jute-like looks, these rugs are easy-care and foldable for simplified cash-and-carry sales.


Surya focuses on bringing hand-made looks to its machine-made assortment. Above is an Oushak-inspired design
from the Downtown collection.

The Downtown collection, machine-made of polyester with a medium pile, offers hand-knotted vintage looks. Downtown rugs can be rolled or folded, depending on the retailer’s preference.

Plush designs continue to be an important category, and for those shoppers Surya introduced Birmingham, a 100 percent polyester plush range, which includes checkerboard, geometric and animal-inspired patterns.


Surya continues to add to its foldable rugs assortment to offer retailers a simpler cash-and-carry option.