By Matthew Spieler
SYOSSET, N.Y.— Stanton Carpet Corp. has bolstered its portfolio of decorative, high-quality branded carpets by acquiring the carpet wholesale dealer distribution business of F. Schumacher & Co., which includes the Rosecore brand.

Jonathan Cohen, Stanton’s COO, said the company will immediately transition all Schumacher carpet products to be marketed exclusively under the Rosecore brand, with all inventory being relocated to its Calhoun, Ga., distribution center. “This will allow us to take advantage of the best possible shipping rates and leverage our great operations in Georgia.” Product had been warehoused at Schumacher’s New York facilities in New Hyde Park and Brooklyn.

“We have always admired the high styling of the Schumacher carpet products,” he said of the purchase. “While Stanton offers a tremendous cross section of product in multiple categories, the Rosecore products focus on the woven Wilton niche, all in wool, setting itself apart from Stanton by reaching very high end styling and unique color hues.”

Stanton’s woven Wiltons focus on the more simplistic designs and color ranges, Cohen added, “Rosecore products elevate to the next level as a great complement to what Stanton does not offer.” The current rosecore offering consists of more than 250 SKUs ranging from traditional to many transitional patterns with high design and color palettes.

In terms of placing Rosecore under its umbrella of brands, he said it will be positioned as “the leader in the very high style end of the woven wool market while Stanton focuses on multiple product categories in the mid-high end of the market. Royal Dutch continues to excel with terrific styling and value in woven and tufted in the middle market and our Antrim brand leads the way with the market’s best hand-woven stocked wool carpets in the industry.”

Recognizing the work Schumacher’s carpet design team has done with the brand, Stanton entered into a long-term collaborative agreement in which Schumacher designers will continue to design new products for the Rosecore brand coupled with Stanton ’s sourcing and service abilities.

“We feel strongly this combination will ensure the continued signature look Schumacher customers have come to know and sell,” Cohen explained. “This agreement allows us keep the Rosecore styling and utilize our resources for manufacturing, stocking and servicing the brand. We feel we can balance out the product line with more moderate price points at the high end in line with the feedback we have received from the market place.”

Rosecore products will continue to be sold through its existing network of sales agents, he added, and will be led by Bob Tucci, a vice president with Stanton.

In addition, Cohen said Stanton will be bringing the Rosecore brand back to Surfaces where it has been absent for a few years. “It will be extremely well represented as a separate area within [our] booth.”

This transaction is specific to Schumacher’s carpet business and has no affect on its custom rug business or any other businesses. As such, no Schumacher employees are being assumed. Mason Morjikian, vice president of Schumacher Carpet, noted the transaction “will allow the Rosecore brand to flourish with Stanton’s vast carpet resources.”

For more on Stanton, Rosecore or the purchase, call 888.809.2989.