Momeni’s Elements

By Deena C. Bouknight
Columbia, S.C.—Historically, traditional flooring and home furnishings retailers hesitate when it comes to committing to include area rugs on their showroom floors for a number of reasons: lack of space, a stretched sales staff or a lack of knowledge regarding the product category. But assistance from rug suppliers and wisdom from seasoned retailers is helping more take the plunge.

“We’ve been in business for 30 years,“ said Ray Ehsani, vice president of national sales for Momeni, “and we’ve found that more and more floor covering retailers are becoming serious about area rugs, and furniture stores are more eager to put rugs in their stores.”

Part of the reason he recognizes an increase in interest is because suppliers like Momeni assist retailers every step of the way. Unlike in the past, today there is help determining the how, what, when and why of the area rug business.

Shaw Living has taken the issue so seriously it published “Master the Art of Selling Rugs,” a book specifically for retailers. In it there is a section on getting started with rugs, merchandising, advertising, successful selling, education and identifying styles. The guide is a thorough, step-by-step approach for retailers.

Both suppliers and long-time area rug retailers point out the key to making the category work in the store is to understand it.

“The area rug is really a product that is unnecessary,” said Joe Mascari of Joe Mascari Carpet & Rugs International in Allentown, Pa. “It’s a beauty item, not a need item. And, since beauty is in the eye of the beholder, you better give customers a lot of beauty to behold.”

Opinions differ regarding the amount of floor space that should be allotted to area rugs in a store that already has established product lines Shaw Living suggests a minimum of 100 to 150 rugs be shown, with at least 500 square feet of space devoted to a rug department. Momeni recommends three racks, which have 20 to 30 arms each, to carry about 200 rugs. Luis Agrela, president of Rhody Rug, offers retailers a 4-sq.-ft. display presenting 36 choices in a compact mini gallery.

“We made the display subcompact. It takes up the space of a chair. So retailers can try out selling our braided rugs with little investment,” said Agrela. “Most of the time we offer the display at $99.”

However, those in the area rug business believe that in order to make it worthwhile, there must be a serious focus on the category. Sandra Mitchell, manager at Abbey Carpet and Interiors in Columbia, S.C., where there is a Rhody Rug display on the floor, said she keeps an assortment of at least 300 rugs at all times in the showroom.

“We show Shaw, Nourison, Momeni, Dayln, a half dozen or so,” said Mitchell. “All the companies offer something a little different. We feel it’s better to show rugs from several companies than just from one.”

“If you have a rack with just 100 pieces and you think you’re going to sell area rugs, you’re not,” expressed Mascari. “You have to give consumers a selection.”

Ehsani added that in order to really be successful, a retailer has to “get serious” about it.

“Do your homework about what merchandise to choose,” said Mascari. “Know your customer before you decide about the styles and colors. Don’t buy what you like, buy what the customer likes. It’s so elementary, but it’s so true.”

Veteran area rug retailers say salespeople should comfortably be able to convey the rug’s construction, durability, sizes and prices —and offer suggestions regarding colors and styles appropriate to what consumers are seeking.

“The rug business is not for everyone,” concluded Mascari.

“You have to get the merchandising right, the pricing right, the selling right, the display right, the selection right for it to work.”