GRUND SAYS GAMBLE ON HOUSEWARES SHOW PAID OFF FOR
U.S. RUG LAUNCH
Grund America exhibit at the International Home + Housewares
Show featured more than 200 new "Americanized" designer bath and
accent rugs.
|
CHICAGO -
Thousands of products were on exhibit at the International Home +
Housewares Show March 7 to 10, 2015, but only one space was decked out
with fashion accent rugs. Grund, a 25-year-old Czech Republic-based
company officially launched its line to the U.S. market at the annual
housewares show "because we wanted to stand out from the competition,"
said Michael Twer, vice president/general manager, of Grund America,
headquartered in Charlotte, NC.
"It's
been awesome, a great success. It was a stretch to come to a housewares
show versus a traditional textiles show. But we've already had success
with U.S. retailers online, and now we've quadrupled our associations,"
he said. Since the company's soft opening in the U.S. in the fourth
quarter of 2014, Grund has booked business with Amazon, Bed Bath &
Beyond, Home Depot, Overstock, Wayfair and Zulily. "The rug buyers may
not all have been here, but their bosses and their bosses' bosses were
at the show. This was a case of how to get noticed. If I went down the
textiles route, I would just be a number," Twer explained.
Colorful new rugs by design star Karim Rashid debuted at Grund's
space at Heimtextil in Frankfort in January.
|
Though a
handful of exhibitors at this week's show offered door mats and wellness
mats, with some showing basic bath rugs, Grund stood out with color and
fashion. Collections by internationally recognized designers Karim
Rashid and Mel Weisweiler, which premiered at the company's 25th
anniversary celebration at Heimtextil in Frankfort, were presented at
the Chicago housewares show booth.
"I
am bringing in several of his [Rashid's] designs-maybe a dozen-toward
the end of April, beginning of May. We have to realize that the market
in Europe is different: in the EU a total of 100 designs from Karim and
Mel will be available. The patterns and colors are beautiful, but too
colorful for the U.S."
Hot pink rug by Karim Rashid for Grund shown at the
International Housewares Show.
|
Indeed,
the entire Grund line was 'Americanized' for the Housewares show launch,
with three new technologies developed by the vertical manufacturing
company in the Czech Republic. "At the show we are introducing a
polyester bath line made with a state of the art multi layering machine;
this is the only technology in the world of its kind - it's a cut-cut
pile instead of a cut and loop--very soft, in two different pile
heights," Twer explained.
Grund
also introduced new sizes, designs and colors to its poly-acrylic line,
which Twer says is the mainstay of the company's business. "We have 25
years of experience perfecting this product line. We have 30 different
colors of fibers produced in Turkey that we spin into yarns for our
rugs. This gives us the ability to guarantee they can be washed 100
times or more with a five-year warranty." He said the rugs are fade
resistant and the anti-slip will not break apart after 100 washings.
Also
launched in Chicago was a new Home Rug line of accent rugs made of
certified organic cotton for use in the kitchen, laundry room, utility
room, as well as the bathroom. "This is a joint venture with a factory
in India-the only rugs we produce that are not made in the Czech
Republic. Organic cotton is very popular in Europe for apparel and we
wanted to bring it into home textiles. The cotton is certified by GOTS,
which is the world's leading textile processing standard lab, and we are
offering it in good, better, best designs," Twer said.
Grund,
which exports to 40 countries and is a major supplier to the European
market, also showed its Mandela accent rugs. "This is our fun area rug
business for moms with young kids, kids' play pads, teens and college
students. These rugs are meant to be used on the floor, but they're very popular as wall hangings in dorms rooms and kids' rooms. We are introducing 20 new designs in
the U.S.," Twer added. Mandela rugs retail from $50 to $130. Other rugs
run from $20 to $130.
Mandela rugs by Grund are bright and energetic, and designed for
use as floor or wall coverings.
|
The
company, which began when the Grund family bought a second home sewing
machine, has sold 26 million bath mats worldwide. "We're constantly
evolving, almost hourly. And our goal in the U.S. is to build our
business in the next three to four years into a consumer brand so that we
can build a factory in Charlotte."
03.11.15
Use the comment box below to share your thoughts with rugnews.com readers.
Feel free to comment on the state of the industry, share tips on improving business or just to let off steam.
Please do not use this privilege to make libelous remarks or to sell your products.
If you want to sell your products, our advertising rates are posted on the site under the Advertise tab.
Please use your name and email address.
|
|