High Point, N.C.—Style directions in area rugs unveiled at the International Home Furnishings Market (IHFM) earlier this month tended toward the extremes—antique looks at one end of the spectrum, and transitional to contemporary on the other end. Regal reds still hold strong in traditional, while modish orange and sophisticated apricot dominates new designs. Though most floor covering exhibitors at this fall’s market reported traditional designs are still the mainstay of sales, percentages in comparison to transitional and contemporary designs are shifting.

Edward Vairo, director of creative marketing for Nourison, explained it best: “It has shifted steadily in the past few years. It’s important to say the movement toward sales in transitional and contemporary is about 10% to 12%, and as much as 20% in some areas. Nourison’s goal is to have a wide assortment of styles in its popular price point lines so retailers can pick and choose what will suit their customers. The company’s India House, Somerset and Ashton House collections include “striking transitional and contemporary offerings this season.” Vairo said customers are willing to branch out a little more in the moderate price point arena where transitional and contemporary designs are concerned, but still stick to the traditional Persian and European-inspired designs at the upper end. “Quality has always meant traditional,” he added, “but at the premium level, there are some shifts as well. It’s just much slower.”

Jaunty introduced a moderately priced line called Casa Cristina that the company hopes will appeal to a wide contemporary market—specifically in the Hispanic demographics. The look plays with such themes as seahorse patterns and sculpted flowers. “Our volume is still in traditional,” said Kami Navid, Jaunty’s vice president of marketing, “but we’re adding more of a contemporary assortment.” “We’re definitely exploring that market,” echoed Bryan McIntosh, director of marketing for Dalyn, about transitional and contemporary styling. “Retailers are asking us for it.” Dalyn rolled out a few novel styles this market and is planning for a complete contemporary introduction in January.

“Contemporary and transitional are what dealers are asking for,” said Jonathan Witt, vice president of marketing for Sphinx by Oriental Weavers. “Our volume is in traditional, but this year the marketplace is asking for and selling—in a big way—contemporary and transitional. One indicator is the Andy Warhol collection, which we introduced in January. This has been hugely successful.” In response to the marketplace, Sphinx used the IHFM to launch Solutions. Hand-tufted in China of wool, the line is “colorful and fun, but versatile,” said Witt. A 5X8-ft. rug retails for $299. Also falling into the transitional and contemporary category is the National Geographic Home Collection in which Sphinx became involved starting this market. “It was introduced last October, and every category was covered but rugs,” said Witt.

“It was so popular that all the licensees added more products at this show. We had to play catch up, introducing rugs for last year’s Tropic Winds and West Indies collections and this year’s new South America and Marrakech collections. It’s a lot of product.” Indeed, there are around 40 designs in the licensed line, with a 5X8-ft. retailing for $399. Colors are vibrant in some designs, and the motifs are tropical and African. “But the designs are subtle,” pointed out Witt. One rug is inspired by pottery, another by spears. “They’re not so bold that you can’t mix in a lot of different looks with them.”

“We are traditionally known for our traditional rugs,” said Larry Mahurter, director of advertising/sales promotion at Couristan. “But we’re getting into contemporary more.” The new Aruba collection fits the bill, with a selection of moderately priced power loom rugs made with 100% heat-set poly-propylene. These rugs feature blends of 36 shades of color, textural interest and compelling patterns. According to Mahurter, the Aruba collection was designed to stir consumers’ decorating tastes and provide them with options to create certain moods or lifestyles in homes.

 In addition, Progressions, at a $436 retail price point for a 5X8-ft., is Couristan’s collection of modern geometric patterned rugs hand-crafted of 80% semi-worsted New Zealand wool and 20% acrylic. Mahurter believes the driving interest in transitional and contemporary looks are consumers’ desire for “individuality in their homes. These rugs allow you to do that because there are so many choices.” In contrast, there continues to be a demand for the antique look and palette. “The antique rug look is important,” said Jaunty’s Navid, “so varying dye lots give the rugs a worn look in some areas.” Dalyn introduced Imperial, a high-density woven collection to resemble the age-old look and feel of a cherished Persian rug. These present variations in color and retail for $399 for a 5X8-ft. And, Shaw added 10 rugs to its French Country collection, including designs of toile, floral bouquets and Jacobean vines.

A few exhibitors were spotlighting their retail floor displays in an effort to help full-line retailers and smaller speciality dealers visiting the market visualize area rug sales in their stores. “Full-line home furnishings stores that are not carrying rugs can do so with our display,” said Mahurter. “For the retailers who don’t have the space for rugs, these displays can carry 64 SKUs of 27X18-in. rug squares.” Mahurter said Couristan just added a labeling system on the back of the squares that includes a photograph of a full-size rug and available sizes. Jaunty’s new display is even more compact, at 3-1/2-sq.-ft., and can show 50 area rug “corners.” Photographs and sizes are also included on the back of the samples. With the display, Jaunty offers retailers a rebate program that enables them to pay off the cost of the unit with each order placed from it. “This display is for retailers who don’t or can’t stock many area rugs, and for customers who don’t feel comfortable just ordering from a catalog,” said Navid. Also popular this seas on are various rug sizes. “There is a big demand for shapes,” Navid added, “for those sizes that consumers can’t readily get. If retailers display the squares, octagons, ovals and rounds on their floors, they sell.”