Article Number: 4847
Carpet mills roll out new products for fall, discuss trends, looks
By Louis Iannaco
When August becomes September and the green leaves start turning brown, fall isn’t far behind. This is when new products usually flood the marketplace, when new trends and looks are showcased, as innovation, style and state-of-the-art technology take center stage.
Beaulieu of America
The mill is readying promotions and products for dealers this fall, noted Patricia Flavin, senior vice president of marketing. In response to the popularity of its American Express Gift Card promotion launched earlier this year, Beaulieu is bringing it back under the moniker “Bliss for the Holidays.” The promotional period will run Sept. 15 through Nov. 30. Registered retailers will earn a $200 American Express Gift Card for every 200 yards of Bliss carpet (excluding Bliss for Kids) they sell during the promotion.
Also this fall, Beaulieu is bringing new modular products to the Main Street commercial market served by many residential dealers. City Scapes 22 and Hot Circuit 26 are new Hollytex commercial collections that will be introduced this fall with Beaulieu’s exclusive Nexterra backing system made from 85% post-consumer waste. Both collections will also have Magic Fresh odor destroying treatment and be available with the company’s Quick Ship service.
Mohawk
Mohawk plans a variety of fall introductions across the spectrum of its soft surface brands— Aladdin, Horizon, Wunda Weve, and CustomWeave— including some products that will be soon made available to retailers participating in the annual Mohawk Anniversary Sale event.
While specific products are being finalized, Bart Rich, Mohawk’s director of brand management, and Vickie Gilstrap, vice president of residential color and design, shared five key trends that they say will be reflected in new styles:
Neutrals will bring security— in a bold way. As the economy and environment drive color trends, grays, browns and greens provide a feeling of safety in a turbulent world. However, the neutrals this season are not a product of a depressed economy—they are fresh, lively and colorful. Tinted neutrals are a strong trend.
Even more unique are the chameleon neutrals, taking on the personalities of the colors with which they are used. Nature is a natural source for optimism. Colors include coral, persimmon and salmon, aqua and turquoise, all inspired by the sea and the earth. This will continue as consumers look for peace, comfort and stability in their hectic lives.
Buying “American” takes on a new meaning. Faced with the many complexities of life, many are now focusing on the value of families, communities, and heritage. This is leading to some strong local trends in style. The green movement is also driving people to look at goods with local sources or connections. What began as a grassroots movement, with its eco-friendly emphasis on locally sourced ingredients, has evolved into a modern way of life and source of pride.
Think royal. Purple is one of the strongest color influences in fashion and interiors, making its appearance initially on the fashion runways, but spreading rapidly into furnishings. Purple has saturated the market, has peaked and is taking a new direction, influencing other color families beginning with smoky, red cast versions, and moving into berry tones and shades of pink.
In addition to local, there’s also global. More exposure to international cultures has driven demand for more exotic looks. India’s rise in business and movies like “Slumdog Millionaire” have led to more popularity for paisleys, tassels, fringes, beads and iridescent fabrics, all elements of this culture. The look and feel of the former Soviet Union is apparent with elements including Suzani patterns and Ikat weaving. The Eastern European and Moroccan elements are also growing.
Currently, Mohawk is making a major push with products featuring its SmartStrand Fiber made with DuPont Sorona renewably sourced polymer. As part of its “SmartStrand Challenge” launched in August, Mohawk put a light beige SmartStrand Sorona carpet in the enclosure of Ricko the Rhino, a 2,800 pound black rhinoceros at the Birmingham, Ala., Zoo. For two weeks, Ricko lived, ate, played, and, well, did other things on the carpet, which was then removed and cleaned.
“SmartStrand Sorona is the most successful introduction in Mohawk history, and now, as its own fiber category, Triexta, it’s taken on even more importance,” Rich said. “Consumers see it as a truly different carpet choice, and we’re helping dealers take advantage of this.”
Shaw
“The world of color, style and design has taken a turn towards ‘comfortable, sensible sophistication’ for 2009. Color is especially important when selecting flooring,” said Emily Morrow, Shaw’s director of color, style and design. “Today’s palette doesn’t vary far from the “natural neutrals” to “dark rich neutrals” with a few exceptions.
“Gray, dark brown, tans, black and white are what we find most prevalent,” she explained. “These are the most basic yet classic and elegant neutrals from which to choose as a beginning. The newest carpet styles are using these rich neutral colors, considered ‘no-brainers’ but appropriately supported with a cast of other vibrant colors from the fashion/interior world, offering the consumer the choice of using ‘color as pop’ or ‘color as canvas.’
“Hand-touched visuals are achieved in carpet through the use of striated yarns, creating the sun-faded, hand-knotted and time-worn visuals of the hand-knotted heirloom rugs from middle-eastern origins,” noted Morrow. “The newest additions to the Couture Collection by Shaw Floors are ideally suited for 2009’s consumer as they offer an experience for the senses, such as Sound of Silence. Sound of Silence is an incredibly soft, nubby new yarn, which offers a thick wool visual that contains recycled content and is recyclable. Styles such as Sound of Silence are sound absorbing, provide actual warmth, and are quite luxurious to touch.
“Perfectly Suited represents new technology for Shaw— although not actually woven, this and its companions, Tailored Luxury, Sleek Style and Classical Chic are directly inspired from the most luxurious menswear woven wools in Europe,” she concluded. “The color palettes are ideally suited for pairing with the various colors of wood, stone or tile—ultra classic neutrals.”
Stanton Carpet
This fall, Stanton Carpet is anxious for the expansion of its Royal Sovereign Collection. With classics Harry and Alexander both adding modern new colors, their appeal has expanded to a wider audience, noted Jonathan Cohen, the mill’s COO. “The misty tones of River Rock and Storm Blue as well as the sophisticated beiges of Cameo, Chestnut and Winter Wheat along with the dramatic darkness of Charcoal and Cocoa, attract a new audience to these wool favorites. Sonja and Stephanie add new patterns to the collection with flowing Persian floral and a unique geometric damask to bring a touch of contemporary to Eastern tradition.”
The Royal Sovereign Collection is woven from 100% Semi-Worsted New Zealand Wool and is available in 13-foot 2-inch wide broadloom and 26- and 31-inch runner border material (Stephanie is available in 13-foot 2-inch broadloom only).
The Colonial Collection is also expanding with the addition of Sagamore. This geometric cut and loop pile is made of 100% Royaltron Polypropylene and is available in 13-foot 2-inch wide broadloom in six tonal neutrals.
Antrim Carpet USA, a division of Stanton has also added three new styles to its Antrim Collection of broadloom carpet— Bandar, Aurora and Nadia.
When August becomes September and the green leaves start turning brown, fall isn’t far behind. This is when new products usually flood the marketplace, when new trends and looks are showcased, as innovation, style and state-of-the-art technology take center stage.
Beaulieu of America
The mill is readying promotions and products for dealers this fall, noted Patricia Flavin, senior vice president of marketing. In response to the popularity of its American Express Gift Card promotion launched earlier this year, Beaulieu is bringing it back under the moniker “Bliss for the Holidays.” The promotional period will run Sept. 15 through Nov. 30. Registered retailers will earn a $200 American Express Gift Card for every 200 yards of Bliss carpet (excluding Bliss for Kids) they sell during the promotion.
Also this fall, Beaulieu is bringing new modular products to the Main Street commercial market served by many residential dealers. City Scapes 22 and Hot Circuit 26 are new Hollytex commercial collections that will be introduced this fall with Beaulieu’s exclusive Nexterra backing system made from 85% post-consumer waste. Both collections will also have Magic Fresh odor destroying treatment and be available with the company’s Quick Ship service.
Mohawk
Mohawk plans a variety of fall introductions across the spectrum of its soft surface brands— Aladdin, Horizon, Wunda Weve, and CustomWeave— including some products that will be soon made available to retailers participating in the annual Mohawk Anniversary Sale event.
While specific products are being finalized, Bart Rich, Mohawk’s director of brand management, and Vickie Gilstrap, vice president of residential color and design, shared five key trends that they say will be reflected in new styles:
Neutrals will bring security— in a bold way. As the economy and environment drive color trends, grays, browns and greens provide a feeling of safety in a turbulent world. However, the neutrals this season are not a product of a depressed economy—they are fresh, lively and colorful. Tinted neutrals are a strong trend.
Even more unique are the chameleon neutrals, taking on the personalities of the colors with which they are used. Nature is a natural source for optimism. Colors include coral, persimmon and salmon, aqua and turquoise, all inspired by the sea and the earth. This will continue as consumers look for peace, comfort and stability in their hectic lives.
Buying “American” takes on a new meaning. Faced with the many complexities of life, many are now focusing on the value of families, communities, and heritage. This is leading to some strong local trends in style. The green movement is also driving people to look at goods with local sources or connections. What began as a grassroots movement, with its eco-friendly emphasis on locally sourced ingredients, has evolved into a modern way of life and source of pride.
Think royal. Purple is one of the strongest color influences in fashion and interiors, making its appearance initially on the fashion runways, but spreading rapidly into furnishings. Purple has saturated the market, has peaked and is taking a new direction, influencing other color families beginning with smoky, red cast versions, and moving into berry tones and shades of pink.
In addition to local, there’s also global. More exposure to international cultures has driven demand for more exotic looks. India’s rise in business and movies like “Slumdog Millionaire” have led to more popularity for paisleys, tassels, fringes, beads and iridescent fabrics, all elements of this culture. The look and feel of the former Soviet Union is apparent with elements including Suzani patterns and Ikat weaving. The Eastern European and Moroccan elements are also growing.
Currently, Mohawk is making a major push with products featuring its SmartStrand Fiber made with DuPont Sorona renewably sourced polymer. As part of its “SmartStrand Challenge” launched in August, Mohawk put a light beige SmartStrand Sorona carpet in the enclosure of Ricko the Rhino, a 2,800 pound black rhinoceros at the Birmingham, Ala., Zoo. For two weeks, Ricko lived, ate, played, and, well, did other things on the carpet, which was then removed and cleaned.
“SmartStrand Sorona is the most successful introduction in Mohawk history, and now, as its own fiber category, Triexta, it’s taken on even more importance,” Rich said. “Consumers see it as a truly different carpet choice, and we’re helping dealers take advantage of this.”
Shaw
“The world of color, style and design has taken a turn towards ‘comfortable, sensible sophistication’ for 2009. Color is especially important when selecting flooring,” said Emily Morrow, Shaw’s director of color, style and design. “Today’s palette doesn’t vary far from the “natural neutrals” to “dark rich neutrals” with a few exceptions.
“Gray, dark brown, tans, black and white are what we find most prevalent,” she explained. “These are the most basic yet classic and elegant neutrals from which to choose as a beginning. The newest carpet styles are using these rich neutral colors, considered ‘no-brainers’ but appropriately supported with a cast of other vibrant colors from the fashion/interior world, offering the consumer the choice of using ‘color as pop’ or ‘color as canvas.’
“Hand-touched visuals are achieved in carpet through the use of striated yarns, creating the sun-faded, hand-knotted and time-worn visuals of the hand-knotted heirloom rugs from middle-eastern origins,” noted Morrow. “The newest additions to the Couture Collection by Shaw Floors are ideally suited for 2009’s consumer as they offer an experience for the senses, such as Sound of Silence. Sound of Silence is an incredibly soft, nubby new yarn, which offers a thick wool visual that contains recycled content and is recyclable. Styles such as Sound of Silence are sound absorbing, provide actual warmth, and are quite luxurious to touch.
“Perfectly Suited represents new technology for Shaw— although not actually woven, this and its companions, Tailored Luxury, Sleek Style and Classical Chic are directly inspired from the most luxurious menswear woven wools in Europe,” she concluded. “The color palettes are ideally suited for pairing with the various colors of wood, stone or tile—ultra classic neutrals.”
Stanton Carpet
This fall, Stanton Carpet is anxious for the expansion of its Royal Sovereign Collection. With classics Harry and Alexander both adding modern new colors, their appeal has expanded to a wider audience, noted Jonathan Cohen, the mill’s COO. “The misty tones of River Rock and Storm Blue as well as the sophisticated beiges of Cameo, Chestnut and Winter Wheat along with the dramatic darkness of Charcoal and Cocoa, attract a new audience to these wool favorites. Sonja and Stephanie add new patterns to the collection with flowing Persian floral and a unique geometric damask to bring a touch of contemporary to Eastern tradition.”
The Royal Sovereign Collection is woven from 100% Semi-Worsted New Zealand Wool and is available in 13-foot 2-inch wide broadloom and 26- and 31-inch runner border material (Stephanie is available in 13-foot 2-inch broadloom only).
The Colonial Collection is also expanding with the addition of Sagamore. This geometric cut and loop pile is made of 100% Royaltron Polypropylene and is available in 13-foot 2-inch wide broadloom in six tonal neutrals.
Antrim Carpet USA, a division of Stanton has also added three new styles to its Antrim Collection of broadloom carpet— Bandar, Aurora and Nadia.
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