New rugs front and center at New York Home Fashions Market | Rug Report

Rug suppliers showed a variety of innovative new products at last week’s New York Home Fashions Market. This week’s Rug Report takes a look at five key brands.

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On the brink of its centennial anniversary, Couristan is shifting the perception of its handmade area rug line with an infusion of modern design elements to breathe new life into the traditional artisan-crafted qualities synonymous with the company’s legacy.

Throughout its history, Couristan has adapted to market trends, expanding beyond handmade and one-of-a-kind rugs to include machine-made qualities for inside and outdoors, broadloom, and custom carpets. Now, the company is reigniting its attention on its core strength of handcrafted, high-quality rugs in pursuit of recapturing discerning customers.

“Area rugs are a huge focus for Couristan right now,” said Marlys Giordano, vice president of product development. “We’ve invested a significant amount of energy into changing the perception of who Couristan is in this category with a completely reimagined handmade offering.”

Couristan’s latest collections – Desi, Hudson, and Hamadan – represent the brand’s renewed commitment to handmade quality and innovative design.

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Nourison has teamed up with DKNY to launch a new collection of accent rugs that blend the iconic brand’s urban style with practical features for everyday living.

“We’re excited to bring DKNY into our domestic accent rug offerings,” said Paula Paquette, senior vice president of sales at Nourison. “It’s a natural fit.”

Nourison first introduced a DKNY collection at the fall 2024 High Point Market, where it showcased the area rug component of the partnership.

Three distinct styles comprise the initial offering of accent rugs. Washable Jute is a machine-washable rug made from a durable blend of jute, cotton, and polyester with a non-skid backing.

The other two collections that round out the new offerings include:

• Franklin Street, featuring a cozy, modern twist to the classic plaid pattern, handmade from a poly-blend material for softness and available in a fresh spring palette
• York Avenue, which brings a touch of luxury with its faux rabbit fur texture and suede backing.

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Natco Home is doubling down on its U.S. production capabilities to meet demand for performance-driven area rugs that are readily accessible.

“In these uncertain times, with the ongoing impact of tariffs on imported goods, our ability to produce high quality, USA-made products is a major advantage for our customers,” said Michael Litner, owner and president of Natco Home. “Our U.S.-based production ensures quick response times, which is critical for retailers navigating the current market challenges.”

The newly-launched Natco Home’s Custom Rugs Program lets retailers choose from an extensive range of floor covering styles and sizes – all manufactured in the U.S. The choices include rugs in multiple constructions, such as super soft loop pile, indoor/outdoor sisal, and power-loomed varieties.

“Speed and flexibility are key in today’s market,” added Michelle LaRovere, president of textiles, Natco Home. “By manufacturing domestically, we’re able to ship custom-sized rugs in 30 days or less.”

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Launched in spring 2024, Surya Inc.’s Livabliss brand has quickly stepped up its reach, relevance and pragmatic approach to decor.

Underscored by current palettes, soft textures, durable constructions, easy-care properties, and mass merchant-friendly pricing, the brand caters to value-conscious consumers with design savvy – particularly, dorm dwellers, first-apartment residents, second homeowners, and busy families.

As Surya‘s vice president of mass merchant sales, Brandon Culpepper, noted: “Shoppers right now are looking for extreme value in all categories. Bringing fashion-forward rugs into more affordable price points is everyone’s goal right now.” New collections, including Lavish, Astra and Garden District, feature innovative designs that replicate the look and feel of hand-knotted wool rugs but at a fraction of the retail price. Surya has made advancements to its machine-made division, and recent developments in loom technology have made machine-made rugs increasingly indistinguishable from their handmade counterparts, according to the company. Livabliss is also introducing new indoor/outdoor and washable styles.

In addition, the line has taken steps to forge stronger connections with consumers through branded partnerships with designers. The Becki Owens x Livabliss collection features vintage-inspired, machine-washable rugs designed by the namesake Southern California designer; the PNW Home x Livabliss collection draws inspiration from the lifestyle and landscape of the Pacific Northwest for its easy-care constructions; and the Vivir x Livabliss collection merges a love of music with design, offering easy-care rugs that bridge the gap between transitional and relaxed contemporary styles.

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Retailers are looking to stay ahead by offering new and fresh products in today’s competitive market.

Austin Craley, vice president of sales at Loloi said, “Our retail customers understand that they need to introduce newness and stay on top of current design and color trends to grow their businesses.”

The new collections included:

• Prudence: A hand-tufted rug made from a soft wool and cotton blend, featuring a subtle gradation of color throughout the floral design.
• Sunday: A hand-tufted rug with a vibrant, pinstripe pattern in a range of lively tones.

  

• Winston: A power-loomed rug with a crosshatch design that exudes a natural, easy elegance.
• Duncan: A handmade, indoor-outdoor rug collection interwoven with white threads for a soft contrast and finished with fringed edges.
• Meryl: A hand-knotted rug that reimagines traditional Moroccan motifs in a larger scale for a striking, modern effect.

The new offerings underscore the company’s focus on versatility, quality, design innovation and especially eco-consciousness to help retailers meet diverse consumer preferences. “We see sustainability and eco-friendly trends continuing to gain importance, as well as bold, statement designs in bright colors,” Craley said. “Warm, earthy tones are also gaining significance, and soft-to-the-touch textures continue to draw customers.”