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NULOOM'S THOMASPAUL LICENSED RUGS DEBUT IN HIGH POINT WITH THREE COLLECTIONS TARGETING MILLENNIALS
Rug maker Nuloom introduces the thomaspaul collection at High Point Market with hand-tufted, printed and outdoor rug collections. Shown is the printed, fringed Octopus rug designed by Thomas Paul Fernez to catch the eyes of young internet shoppers.
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HIGH POINT -- Nuloom will introduce its first thomaspaul rug collections in a licensing partnership with New York textile and pillow designer Thomas Paul Fernez at the company's C&D Building showroom during the upcoming spring 2016 High Point Market. The line will launch with 25 designs in hand-tufted, printed flatweave and outdoor collections targeting major online retailers in North America and Europe.
"Thomaspaul is an influential home products designer whose designs have redefined the decorative pillow category and we feel his style will bring that same impact to rugs," said Koorosh Yaraghi, president of Nuloom Rugs, which has the exclusive license for the thomaspaul designer brand as well as Fernez's more affordable label, seedling by thomaspaul.
"Thomas Paul came to us to create a collection that would be better received on line. He had done work with Target in pillows and bed sheets, but his previous licensed rug collections had been too expensive for drop ship sales. He had heard that our rugs did well on the internet with the millennial crowd, and approached us with the idea of creating a more affordable line," Yaraghi said.
NY designer Thomas Paul Fernez, known for his bold contemporary look, has created three collections for Nuloom under his thomaspaul brand. Each of the 25 new designs will be made in multiple sizes.
"We changed the constructions Thomas Paul was using to price points that sell well online. We're introducing four really exciting prints [in machine mades] that retail at $109 for a 5x8, and each of the designs has about a dozen colors. The largest collection is wool tufted rugs with 15 designs retailing at $249 in 5x8. We also translated six of the wool rugs into synthetic outdoor versions from China [$149 for 5x8]," Yaraghi continued.
"I am excited that Nuloom has the capability to manufacture rugs in a great variety of fabrications and techniques and that they can manufacture in price points for both of my brands," said Fernez, who founded the New York-based thomaspaul brand in 2001, and is known for updating a broad range of historic designs for modern sensibilities.
Asked how Nuloom differentiates the Internet customer from brick and mortar customers, Yaraghi said, "When we looked at those who shop brick and mortar where there is incredible value -- stores like T.J. Maxx, Tuesday Morning, Home Goods -- we found they are typically retirees or often stay-at-home moms.
"We discovered that 80 percent of Nuloom shoppers are female, working, and very busy. Our customer's number one motivator is not just price, not just product selection: It's her time. She'll pay more to buy from the Internet: an extra $10 to $20 for a rug does not hurt a busy person buying on the online because time is the driving force."
Designed for internet shoppers, the thomaspaul Tiger rug for Nuloom is printed with pattern on pattern and accented with colorful fringe.
A branch motif pops against a vibrant teal ground in this tufted wool rug from the new thomaspaul licensing partnership with Nuloom.
The signature graphic style of designer Thomas Paul Fernez and his thomaspaul brand are reflected in the Octopus tufted wool rug by Nuloom.
The printed Moby machine made rug by thomaspaul for Nuloom features a photo realistic whale over a floral design.
Nuloom offers the Sailor design by thomaspaul in the indoor wool tufted version shown and also as an outdoor rug.