Flowering Vine

Hicksville, N.Y.—Ever since its introduction at Surfaces 2006 in Las Vegas, Beaulieu Of America’s Hollytex Fashion Essentials Collection has been a big hit with retailers. Comprised of 20 new products crafted in a level cut and loop styling, this is the wave of the floor covering future, noted Pete Ciganovich, the mill’s vice president of sales and marketing.

“These are great textural floors that create a new sense of place,” he explained, “a dramatic platform upon which your customer can build the room of her dreams.”

“With Fashion Essentials, everybody is picking up the total collection,” said Ciganovich at Surfaces. “They are impressed with the way it is merchandised and its value.”

“The new Fashion Essentials Collection has been designed to infuse value into a category of styling that has historically been very expensive to own,” he added. “We’ve used a series of in-house fibers and manufacturing techniques to build products that become a focal point in the room, not merely a backdrop for other design elements. Fashion Essentials lets each consumer lend her personality to the room, making a statement about her lifestyle and individualism.

“The fact that these products are available at moderate price points is the key,” continued Ciganovich. “The average consumer can now have cutting-edge fashion and stay within the budget.”

Today’s consumers are looking for more pattern and dimension, he noted. “They are also looking for products that are not only fashionable, but perform as well as they look. These products are engineered to take everything a busy family can dole out, and they have the warranties to back it up. The addition of Magic Fresh odor treatment is the icing on the cake.”

Another great selling feature of the Fashion Essentials Collection, noted Ciganovich, is its availability in 15-ft. width as well as 12-ft. “Today’s rooms are growing in size and seams can become more apparent in these larger, well-lighted spaces. The available 15-ft. width can eliminate the need for most seams in large open areas. The consumer is happier and the dealer has fewer callbacks.

“Beaulieu will continue to study the marketplace and introduce new products and services that will give our dealers a reason to partner with us,” he concluded. “Making exciting new products at a value that the average family can afford is a big part of our mutual success.”

For more on Beaulieu and its products, call 800/227-7211.
—Louis Iannaco