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Mills find a niche with custom rug programs

March 19/26, 2018: Volume 33, Issue 20

By Ken Ryan

 

As hard surface products continue to take market share residentially, carpet mills are facing some choices: hope the pendulum swings back to broadloom, or get in on the action. Many of them chose the latter, offering custom area rug programs as an add-on sale to hardwood and other types of hard surfaces. In fact, for some mills, business has been flourishing in this era of hard surface growth.

“I tell people we are no longer in the carpet business,” said Don Karlin, director of broadloom sales for Nourison, which is strictly a soft surface supplier. “I tell people we are in the hard surface business and rugs are the complementary piece. The world is all about fabricated rugs.”

Following is a sampling of some custom rug programs and offerings available today.

Anderson Tuftex

A/T, a Shaw Industries brand, will continue to utilize the custom area rug program Tuftex has had for the past several years. “We can cut any of our A/T carpets into a custom area rug up to 24 x 36 feet,” said Katie Ford, director of brand strategy. She said shapes for area rugs include rectangles, squares, rounds and ovals, as well as floor and stair runners. “We also offer a full assortment of edge treatments such as binding, serging, fabric and leather.”

Couristan

Couristan has built on the success of a custom area rug program it started in 2014. Its program allows dealers to fabricate a Couristan product into a custom area rug that addresses their customers’ decorating needs. Today, Couristan’s broadloom business is heavily fabricated, with more than 50% of its business in fabricated rugs. “The hard surface [category] has actually helped our business,” said Len Andolino, executive vice president–residential division, Couristan. “We are pushing the envelope with fabricated rugs.”

Lexmark

Lexmark Residential recently launched its Unite Custom Rug Program that lets retailers select their choice from any of Lexmark Living’s three broadloom pattern collections. “What is great about this program is it is built on the same construction as our hospitality line, which is our bread and butter,” said John Madden, general manager, Western region.

Masland

Masland’s program, Custom Area Carpets and Rugs, expands design options for the floor and offers custom capabilities. Options range from wall-to-wall to inset area carpets and rugs to loose-laid rugs on top of flooring surfaces. This Dixie Group brand has a custom program that can make any size or shape rug from its broadloom offerings. The program has been well-received, according to Jared Coffin, vice president–rugs and wool products, who noted, “Rugs gives us an insight into trends; therefore, it’s an important part of our business.”

Mohawk/Karastan

Karastan, Mohawk’s high-end rug supplier, lets users create their own looks with its Inspired Luxury program. Customers are able to choose looks from a select group of styles, 100 color options and custom rug bindings. In addition, at Surfaces 2018, Mohawk Home showed Vintage Tapis, a hand-knotted collection available in four sizes including 10 x 14. The line is designed with soft, natural cotton rather than jute. According to Mohawk executives, the most sought-after line at the show was Spike Market with Everstrand fiber. This premium polyester is produced with up to 100% post-consumer content from plastic bottles. The rugs are stain resistant.

Nance Industries

For Nance Industries, rugs have always been its bread and butter. “That is really our niche, and you are seeing a lot better growth in rugs,” said Mike Nance, principal. The company showed new custom-made rugs at the show. In fact, Nance employs two custom-rug artists who can create almost any design pattern or theme a customer can imagine at any size they choose.

Nourison

Fifty to Infinity is a custom-rug program by Nourison that utilizes the very best in woven broadloom rugs. Each rug is made to order from premium woven broadloom carpeting and serged on the edges for a quality, finished look. Production time takes seven to 10 business days. Available sizes range from

5 x 7 to 10 x 10 and everything in between.

Phenix Flooring

Phenix is no stranger to trying new things—or markets, for that matter. At Surfaces, it announced its entry into the area rug business under the Cleaner Home Rugs banner.

Mark Clayton, president and CEO, said the move into rugs is a nod to the explosive growth of hard surfaces. “With so many beautiful patterns in our line, this is just a natural addition to what we are doing for hard surfaces.”

Prestige Mills

Add Prestige to the list of carpet mills looking to leverage the growth of hard surfaces. According to Peter Feldman, president, a high percentage of the company’s broadloom business ends up as rugs, in some cases cut by their dealers after shipping. “While cutting broadloom carpet into rugs is good for the rug business, you are only using part of the room with rugs, so more carpet is required if you are going to go that way,” Feldman said. “It is a challenge, but we are up for it.”

Prestige Mills also sells rugs under the Stark Studio Rugs label. Stark, the wholesale rug division of Stark Carpet, is a to-the-trade carpet, fabric, rugs and wallcovering specialist with a significant presence in the custom-rug space.

Stanton Carpet

Stanton is well known for the style and design of its broadloom selections. But the fact is many of the company’s inspirations come from high-end area rugs, according to Jonathan Cohen, CEO. Stanton has been selling custom rugs for years. The company even has a “Create A Rug” page on its website that allows customers to choose carpet style and color, select the finish (i.e., hand serging, binding options) and then use the custom rug visualizer to choose their rug.

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Fuse Alliance appoints Masland Contract as newest supplier

fuse alliance“We look ahead to our Masland Contract partnership with special excitement.  We have had a long and successful relationship with the leadership of Masland Contract and see their strategic direction as an opportunity for our members and their customers,” said Ron Lee, executive director, Fuse Alliance. Continue reading Fuse Alliance appoints Masland Contract as newest supplier

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'Be Heard' with Masland Contract at NeoCon

Masland Contract is poised to debut its newest collections for 2013 at NeoCon in Chicago. Now in its 45th year, NeoCon represents North America’s largest architect and design exposition and conference.

At this year’s show, inspiration in design is Masland Contract’s focus with its pre-show initiative called “Be Heard.” The company wants architects, designers, and specifiers to share their thoughts on what inspires them in their work. “We are asking people to share their inspiration, whether it’s a painting, quote, video or music,” said Steve Cocozza, executive vice president at Masland Contract. “Inspirations play such a role in the industry and helped us produce our latest collections.” Continue reading 'Be Heard' with Masland Contract at NeoCon

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Mills unfurl new products, enthusiasm for 2013

By Louis Iannaco

Volume 26/Number 20; February 18/25, 2013

(Second of two parts)

Carpet mills exhibiting at Surfaces 2013 witnessed genuine excitement from attendees resulting from the many new products that were offered as well as their own expectations toward what the rest of the year may bring regarding sales and profits. Attendees found carpet mills offering bolder colors, more textures and patterns, three-dimensional looks and an ever-increasing number of soft products. Continue reading Mills unfurl new products, enthusiasm for 2013

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State of the industry: Carpet pulse leaves room for growth

by Louis Iannaco

As the third quarter of 2012 came to a close, FCNews spoke with major players in the carpet industry regarding business, particularly this year’s challenges, consumer trends, technological advances, and predictions on how the year will finish up along with projections for next year.

The general consensus is a familiar story, for the most part: Sales are neutral or flat overall with some small spurts and the potential for growth in the future. Mohawk’s president of residential and commercial, Tom Lape, said, 2012 has not lived up to the anticipated demand the industry thought it would see. “Business began a little stronger in the early part of the year, but that momentum has not sustained from an overall perspective.” Continue reading State of the industry: Carpet pulse leaves room for growth

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What happens in Vegas shouldn’t stay in Vegas

by Celia Payne

Las Vegas—Surfaces 2012 presented the opportunity to shine—even brighter than the Vegas strip. The successful protagonists at the show know you must set yourself apart among a sea of introductions. Continue reading What happens in Vegas shouldn’t stay in Vegas

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Carpet mills showcase high-end products with texture, softness

As consumers flirt with the temptation of an increasing number of choices from hardwood and ceramic tile producers, carpet mills have stepped up and met the challenge.Bliss by Bealieu Developing more textures, colors and patterns via state-of-the-art technology, choices from the soft surface side continue to grow, especially at the high end of the spectrum. Continue reading Carpet mills showcase high-end products with texture, softness

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Carpet mills showcase high-end products with texture, softness

As consumers continue to be tempted by an increasing number of choices from hardwood and ceramic tile producers, carpet mills have stepped up and met the challenge. Developing more textures, colors and patterns via state-of-the- art technology, choices from the soft surface side continue to grow, especially at the high end of the spectrum. Continue reading Carpet mills showcase high-end products with texture, softness