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Stanton revives Atelier brand

by Emily J. Cappiello

Looking to maintain an edge in the market, Stanton kicked off the year by bringing something more upscale and unique to the carpet world. Enter Atelier, Stanton’s largest patterned line to date that prompted it to revive a brand name that hadn’t been used in about a decade.

“We purchased the Atelier brand in 2000 and stopped using the name,” said Jonathon Cohen, Stanton’s COO. But this new, printed carpet line had what it took to strengthen the brand. “We developed this line and needed a name for it, so we decided to bring it back.”

Brought into stores in May, the collection is a printed type 6 nylon offering treated with a stain safe treatment and has about 150 SKUs.  In addition, it features original designs, including transitional, animal, geometric and some floral patterns. So far, Cohen said, positive response has continued to grow since its unveiling at Surfaces. “We had an amazing response to this line at Surfaces 2012 and the retailers really seemed excited about it.”

Atelier will be merchandised on its own, as well, with nine cut-pile options and seven loop-pile patterns. “This line is unique because there are not a lot of residential printed loop options,” Cohen said.

Most important, he told FCNews, is the fact that Stanton is looking to set the Atelier brand apart from others—one that offers consumers a solution to some residential carpet problems. In addition, Cohen explained the line should be able to help retailers expand their carpet business. “The line offers customers a solution to carpet problems in a nylon fiber. This can give them something to use for staircases or for a really rugged area of the house. There aren’t too many products with loop-pile capability and these offerings.”

The usage for the line doesn’t stop at residential. According to Cohen, the products can be used anywhere in the home, but can also be used in hospitality or other commercial locations. The patterns will run the gamut from animal prints to traditional looks, but there are also customization options available to add value to the end user looking for something a little more unique. “There is huge custom potential. We are using six color banks and these products can be customized for as little as one roll,” he said.

The company also introduced a display that allows retailers to properly showcase the latest line in their showrooms.

The comprehensive rollout doesn’t just benefit Stanton, however. Since the line has hit retail locations around the country, dealers in both residential and light commercial offerings are also having success with the collection.

Karen Markari, manager of ProSource of North Hollywood, based in North Hollywood, Calif., said the company decided to bring in the collection to help fill a void in the store’s offerings and to present the look of higher-priced carpet at a better price point. She said the response from consumers has been one of approval and something that has already garnered recognition.

“We like the Atelier collection because it offers the luxurious look and feel of wool without the higher price. Having the versatility to copy a wool pattern is invaluable. So far we have had a great response to Atelier,” Markari said.

There is proof that the line is working for Pro-Source, as Markari told FCNews the company just had the largest sale of the year on Atelier. She added the product stands out from the pack of offerings on her show floor because “there is nothing else like it.”

In addition to its consumer sales, ProSource of North Hollywood recently commissioned Atelier for a major project in a theater. Originally, the Damask project was going to be made with an Axminster construction, but then Markari pitched the use of Atelier to the group. “They literally had been working on this project for more than three years. They had numerous representatives parade through the theater. [The representatives] made formal presentations and proposals but to no avail. Once they found out they could get the look they wanted within their budget and time frame, they placed their order [with us] and now they are anxiously awaiting the arrival of their carpet,” Markari said.

She explained that having the product allowed the company to seal the deal, something that she hopes will continue to increase in the future with the capability to bring something unique to the market. “I believe there will be many more jobs to come in the future for Atelier,” she said.