High Point, N.C.—For a few days, women ruled at the Fall International Home Furnishings Market in High Point, N.C., in what is otherwise a male-dominated industry. Names such as Martha Stewart, Jaclyn Smith, Kathy Ireland and Chris Casson Madden, generated a stir in an industry typically ruled by such notables as Bill Blass, Ralph Lauren and Bob Timberlake. The strike on the West Coast which delayed or completely hampered some shipments of goods from reaching High Point in time for opening day, Thursday, Oct. 17, failed to put a damper on the activities surrounding the market. “We have seen licensing heating up in home furnishings over the past few years, but the level of activity has really exploded this fall,” said Jackie Hirschhaut, vice president of the American Furniture Manufacturers Association (AFMA). “We’ve never before seen such a wealth of activity—with such well-known names—at a single market.”

Acknowledging the significance of licensing at this market, Bob Skotnicki, president of Global Licensing & Trademark in Myrtle Beach, S.C., noted that although the licensing phenomenon is growing in home furnishings, it only accounts for around 14% of the overall industry—compared to about 25% in apparel. “With production continuing to shift offshore and production capabilities becoming more equal, a licensing tie-in remains a certain way to differentiate one’s product. But this differentiation comes with an added cost, so the license must make sense and add immediate, unaided perceived value for the consumer.”

The much-anticipated Martha Stewart Signature (MSS) collection created the most buzz. With flooring and paint products already online, the collection now offers two furniture groups, by Bernhardt, based on Stewart’s home on Long Island, N.Y., and another on the coast of Maine. As well, Bernhardt rolled out an upholstery program with 60 fabric or leather options. Coordinated with these furnishings are MSS rugs by Shaw Industries which launched the flooring line earlier this year (FCNews, May 13/20). Said Kimberly Barta, brand manager for Shaw, “Martha Stewart’s line is certainly a signature look, a high-end look.” These products retail from around $269 for a printed rug to $399 for her machine-made nylon traditionals, and up to $929 for hand-knotted wool products. “We’re very happy with how these rugs turned out,” said Stewart. “We worked very hard on them.”

Stewart adds that while some rugs are reproductions of ones she owns, there are others whose patterns reflect designs and accents of antiques and accessories in her homes. The colors coordinate with her popular Color Palette program in paint which consists of 416 interior hues available at Sherwin-Williams stores. Most distinct in the Martha Stewart line are the hand-knotted wool rugs, which Barta noted are “the only line we offer in hand-knotted, imported rugs. We are thrilled with how beautiful these products are.” In addition, the Martha Stewart collection features reversible flat weaves, with a plaid design on one side and a stripe or solid on the other, and petite and micro hooks.

Also at Shaw was the Kathy Ireland line. Ireland began her career as a model, but has successfully offered her expertise in design for the development of apparel and home furnishings brands in recent years. Her goal is to make home products easy to coordinate and affordable for busy families. Young Attitudes, then, is a polypropylene and printed nylon collection primarily for children. But, as Barta points out, many of the rugs are more sophisticated and can be used in a guest room or teenager’s room. With a retail price tag of around $249 for an 5X8-ft., consumers can choose from a multitude of affordable looks such as florals, sky scenes, animal prints and traditional patterns. “This licensed collection is a real boost for us,” says Barta. “Everyone seems to really love her look.”

Another celebrity name attracting attention is that of Chris Casson Madden. With a background in design, a publisher of 14 books and a television series for HGTV called “Interiors By Design,” Madden has lent her name to the home furnishings industry as well. Mohawk Industries carries the Chris Madden designs, including 14 new looks for fall 2002. Explained Madden, “I wanted to make rugs that are affordable but stylish. I’m very happy with the results of these products.” Styles include the Meditation rug, in desert tan colors and inspired by styling in Madden’s book, “A Room of Her Own;” Solitaire, described by Madden as an “Alice in Wonderland game board style rug,” and, Persian Oasis, a plain black field with black, terracotta, and cream paisley border, inspired by an antique shawl of Madden’s. The machine-made, synthetic yarn rugs retail at around $200. She said, “It’s very important to me that the rugs I design will be able to go into any room in a home.”

It has not yet been determined whether Jaclyn Smith Home will evolve from the 75-piece collection of bedroom, dining and occasion al furniture for Largo that was introduced this season, but there is talk of a complete lifestyle program in the future. Smith’s brand name apparel is already well known among American women—listed as one of the top 100 brands in America by Women’s Wear Daily.

Capel did not have a big celebrity name attached to its unveilings, but it did tout the weight of Colonial Williamsburg, a licensed collection. The new line includes Colonial Plaid, American Check and Checkered Plaid, all flat woven rugs that reflect traditional checks and stripes found in 18th century textiles. Some of the rugs are chenille braids, while others are wool braids. But, according to the company’s Harry Deal, “We’ve made the braids more fashionable. They are 1-in. wide and softer and offer more luxury than the typical braid rug.” Capel is also counting on what Deal calls “art pieces” for the floor: felt, modern patched rugs that are hand-stitched. These rugs recall traditional Williamsburg designs and themes.

There were other ways, besides licensing, in which rug makers chose to generate traffic this season. Mahdavi, based in Atlanta, with its own manufacturing facilities in India and China, touted its close ties with such fabric mills as Waverly and Shumacher to coordinate rugs with current upholstery offerings. The company received a “huge reaction” to its new wool petite point hook rugs, according to Mark Mahdavi. He pointed out one trend resulting in today’s open floor plans in homes is the popularity of larger rugs. “About 40% of the rugs we sell are at least 8X11-ft.” “We’re selling a lot of big rugs” added Ray Ehsani, vice president of sales at Feizy. “Many are 10X14-ft. and up. There are just more homes with huge rooms.” Ehsani said he is selling less obvious contemporary rugs and more transitional designs.

“Typically retailers are choosing a mix of rugs, some with a lot of pattern as well as simple designs. And colors are muted… much softer,” he said. And finally, natural jute and seagrass rugs with fabric or leather borders were staples in most showrooms. These products typically retail in the $200 to $300 range and provide the durable, textural look sought after by so many consumers. AMS Imports added a number of new designs to its award-winning collection of natural dyed jute rugs, which are made in Turkey on a Wilton loom. Mahdavi offered a bamboo look with cloth borders, and there were several seagrass rugs in the Martha Stewart line which fit this trend.

In addition, Shaw introduced abaca and raffia rugs that sell for approximately $620 for a 5X8-ft. “Abaca is a strong, natural fiber that actually gets softer as you walk on it,” said Barta. Feizy was one company affected by the West Coast dock strikes. “It pushed delivery of some of our product from Pakistan back five or six weeks,” Ehsani noted. Others, such as Mahdavi, indicated their inventory was secured way before the strikes began. As for the future, 2003 is expected to be a strong year for home furnishings sales with consumers continuing to spend disposable income on their homes versus vacations and other activities. “There was a huge expansion in the housing sector during the January through March quarter of this year,” said Joseph Logan, AFMA’s vice president of financial services. “We expect that strength to translate into healthy [furnishings] sales in the final quarter of this year. Plus, the mortgage refinancing binge we are experiencing is freeing up additional money for bigger ticket pur chases so the outlook in the years ahead is very positive.” The Spring 2003 International Home Fur nishings Market in High Point will be held April 3 to 9, 2003.