By Louis Iannaco
First of two parts
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.

Beaulieu of America

According to Patricia Flavin, senior vice president of marketing, when developing its most recent high-end introductions, Beaulieu focused on the soft desires of both retailers and consumers. “Because the trends have been toward soft, we’ve come up with new products we believe, with our new extrusion equipment, are the softest carpets the industry has to offer.” SoftSense is not only billed as a “softer” choice but a “smarter” one as well.

SoftSense is constructed in either filament nylon or solution-dyed polyester. SoftSense has eight nylon styles that come in textures, friezes and level cut loops from 35- to 50-ounce weights. Two solution dyed polyester styles are all friezes and range from 45- to 70 ounces.

For the first time in Beaulieu’s history, the mill is offering a lifetime stain—no exclusions warranty. Also, 3M Scotchgard Protector is standard on every SoftSense carpet as well as the company’s own Magic Fresh odor-reducing treatment. Beaulieu has also created a new, expanded color palette for SoftSense with 48 colors in nylon and 14 tweeds and solids in solution dyed polyester styles.

Also, Beaulieu and Invista recently launched an industry first. Through an exclusive arrangement between the two companies Beaulieu rolled out its new Bliss by Beaulieu Stainmaster with Magic Fresh collection. (See the Jan. 25/Feb. 1 issue of FCNews for details.)

J. Mish

Allure by J. Mish is a high-end Wools of New Zealand style with accents of sateen nylon for enhanced dimension. Part of the company’s Impressions Collection, it is tufted in a luxurious loop texture and offered in seven soft shades.

Karastan

One of Karastan’s new high-end styles crafted of SmartStrand is Bella Villetta, which combines silky softness and sumptuous color, said Connie Berry, director of marketing. “A luxurious solid color velvet saxony, Bella Villetta offers a spectrum of 40 colors in today’s most revolutionary carpet fiber.” Another is Embraceable, a soft, super-lush textured carpet. “With a palette of 40 best-selling neutrals and fashion-forward shades, Embraceable is the way to go when you want comfort, style and a commitment to the planet.”

Long before SmartStrand, Karastan was taking environmental sustainability seriously by developing stylish and durable woven wool carpet for the home, Berry said. Karastan’s 2010 introductions in woven wool bring back a beloved classic as well as introduce fresh looks and new hues. All of these eco-friendly carpets are crafted of sustainable and renewable Wools of New Zealand wool for durability, easy care and comfort.

Karastan’s new Stainmaster introductions come in both woven and tufted carpet. They all emphasize fresh, easy-to-live-with palettes, enticing textures and the easy care and durability of Stainmaster fiber, Berry said. Two such selections include Loom Art, which offers “visual appeal in a sumptuous woven loop,” and Classic Chic, an oversized, hounds-tooth pattern loaded with visual character. This cut-and-loop construction features tri-tonal color effects in a 21-shade color line.

Masland

According to Kennedy Frierson, COO of The Dixie Group, the company added wool carpets to its Masland line in 2007 and started expanding its presence in the high-end segment. “Even with the downturn in the economy, we’ve consistently added new wool styles. Between our Masland and Fabrica brands we now have over 35 Wools of New Zealand brand offerings. We anticipate wool’s continued growth since it offers consumers a greener choice without sacrificing luxury.”

The mill has recently launched Baroque, a machine-tufted loop pile made of New Zealand wool, while Shangri-La, made of Stainmaster Luxerell nylon, is a most sought after style.