By Louis Iannaco
SADDLE BROOK, N.J.—Celebrating three decades of innovation, Nourison is headed to the Las Vegas Market with a renewed sense of optimism. As proof, the mill is presenting a large assortment of new design additions to its best sellers, three new Calvin Klein home collections, and five new transitional and modern collections all priced under $500 at retail.

“We recognize that our landmark anniversaries won’t always occur during times of prosperity,” said Alex Peykar, principal. “However, what makes us strong has been our constant ability to look past present circumstance and prepare for future growth.”

In the 1970s, during their years in retail, the brothers who founded Nourison—Alex, Steven, Noury, Edmund and Paul Peykar—gained invaluable experience in understanding the supply issues that concern dealers in import goods. When they decided to turn these insights toward a new kind of wholesale business, they knew that the key to success was their “know-how” in bringing in large assortments of rugs that were otherwise not easily available to the retailer. Nourison’s management attributes the company’s success to a simple observation. “We created new merchandising possibilities with reliably programmed collections,” said Alex. “We addressed the retailer’s greatest concerns— selection and timely delivery.”

Nourison built its growth on cutting edge fashion and design, winning over loyal customers by maintaining an industry leading inventory position, he noted. “Our variety and tremendous inventory allows retailers much more breathing room and better perceived customer service. We have much more in stock and in more sizes than any competitor, and this has created many longtime loyal retail partners at every level. Our broadloom and new hospitality division was a natural evolution for Nourison.

“We have the resources to create top quality broadloom products and bring them to market with the 30 years experience gained as an industry leader in area rugs,” explained Peykar, “and our hand finishing and attention to detail is evident in all of our unique broadloom collections.”

In order to flourish, he noted, Nourison had to develop long term mutual trust with foreign vendors, learn some tough economic lessons, and adopt to cultural differences before deciding to own its own facilities overseas. “This decision to become fully vertical was one that changed not only how we did business, but had some effect on the whole industry as we began to continually set a higher standard for quality, and lead with new constructions. While the early years were less than smooth, looking back, we are where we are as a company today, and haven’t only survived but thrived due to this decision.”

Over the years, recalled Peykar, area rugs—which were long considered an investment—have transitioned into a home furnishing product while becoming less seen as having investment value. “This resulted in a tremendous increase in the number of rugs that are used not just in homes of the elite, but to all social groups of people. The average price has dropped, and the importance of color and design has increased while consumers insist on maximum value for the money they spend. Through various techniques whether it be hand tufting or power loom weaving, creation of some of the most stunning rugs has been developed at much more affordable pricing.”

As a fully vertical manufacturer Nourison is uniquely positioned during challenging times. The company says it’s always able to put more into its products at every price point, but this past year has experimented with thousands of additional samples.

“As many retailers look for more moderate priced product to satisfy changing demands, we’re extending many of the qualities of our best hand made signature collections to lower price collections,” explained Peykar. “We’re able to create machine-made products with handcrafted details and finishes that result in superior designs and constructions with excellent value.”

The lengthy recession that has completely changed the retail landscape has also been the impetus for new merchandising solutions. In the past year, the mill has introduced its successful Rug Boutique and 50 to Infinity programs, both aimed at helping retailers exponentially increase sales with a very minimal investment of capital and space.

“We’re witnessing a period of ‘creative destruction,’” said Peykar, a term used both in economics and nature to mean damaging events often give birth to new systems and creations. “Think of a raging forest fire leaving a path of destruction in its wake. The damage is difficult but necessary to clear old brush and allow new life to bloom.”

Nourison has repeatedly grown stronger through these cycles, he noted, and the company will celebrate its important industry contributions and other milestones during an evening of fun, food and cocktails on Feb. 2 in Las Vegas at 6 p.m. in the World Market Center, Bldg. C, Suite C112.

For more information about Nourison, call 201.368.6900.