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NY Now Continues to Attract New Rug Vendors--VP Randi Mohr Explains Why

2/7/2016

NY NOW CONTINUES TO ATTRACT NEW RUG VENDORS--VP RANDI MOHR EXPLAINS WHY

Vice president Randi Mohr of NY Now says rug vendors are a growing component of the show's mix because of its cross-category nature.

 

NEW YORK - Following a three year re-organization and rebranding effort competed in 2013, NY Now continues to add fresh brands to the rug category with each edition. Newcomers at the 2016 winter show, which closed on Feb. 4, included Brooklyn studio Namo Rugs, and Secaucus, N.J.-based Creative Touch, in addition to repeat exhibitors such as F.J. Kashanian, Madisons, Mastour, Nasiri, Nomadic Trading, Pasargad, Safavieh, S&H Rugs, and Summit Rugs to name a few. 

Many of the rug vendors surveyed by RugNews.com at the show were happy with the event, saying traffic and buying were strong on opening day.

To find out what's changed in the past couple of years and why the rug industry is becoming a more prominent category at NY Now, RugNews.com sat down with Randi Mohr, co-director and vice president, NY Now, in an exclusive interview. 


NY Now attendees browse the growing selection of area rugs at the show. Shown above, Creative Touch, a first-time exhibitor, said the event's atmosphere was upbeat.

How has the rug category at NY Now changed in the past few years?

Randi Mohr: Mastour has been with us a while; Safavieh has recently joined us [August 2015], and Nasiri is fairly new. The rug category has grown tremendously over the past few years, and we get several new brands each market. We have also had expansions from a number of companies at the show. We have about 7,500 square feet of exhibit space from rug companies in our home furnishings and textiles section alone. Then a handful, such as Chilewich and Pappelina, in our Accent on Design section as well. Along with other manufacturers, such as Jonathan Adler, which also carries rugs.

This show, in comparison to the past summer market, in terms of number of rug exhibitors, there is a 22 percent increase. There are seven more companies that are either new or returning from an absence in market. So it is growing. 

Why do you think more rug manufacturers are interested in NY Now today?

RM: Because we rebranded the market in the summer of 2013. When we brought all of home furnishings together under one roof into the Javits Center and placed the entire home collection on the third floor, it created a natural environment for these brands. Whereas in the past we had decorative elements separate from textiles, the new layout creates a more natural opportunity for them to have cross-merchandising opportunities.

Rugs can be a tricky category. They are a textile but they are also a furnishing element, so the fact that they are combined under one umbrella really creates an opportunity to do better business at our market, and that is why we have seen growth show over show.

Has NY Now specifically targeted the rug industry as a market opportunity or is the growth something more organic?

RM: It is a little bit of both. A year and a half ago there were only a handful of rug manufacturers at NY Now. It is a bit of an organic trend because the industry has been moving in that direction [cross category] and it has been working well. But the rug category is also an area that we are now actively pursuing for the market.


NY Now business was brisk on opening day with attendees crowding the aisles in search of newness.

What differentiates NY Now from the many other shows rug vendors have to choose from?

RM: NY Now is a comprehensive home market. Vendors get to exhibit in New York City. We are in the heart of what is happening in the world, whether in design or in business, it is all happening here at our show. Buyers that shop NY Now know they will find something new, something exclusive, something they have never seen before at our market and that is what provides value to them, and in turn provides value to the vendors. 

We have many vendors that are exclusive to NY Now or exclusively launching products here for the first time. Also, across the show we have 400 new companies to the market that have never been to NY Now.

Buyers have come to rely on NY Now as the place to find what is on trend, what is going to be hot in the coming year, and what is new, whether that is new brands or new products.

What price point in rugs appeals to NY Now buyers?

RM: It really has been a range between all the rug companies that we have. But it is typically moderate to higher price points. And again they seem to be successful because the buyers that shop the show are fitting nicely into that category. That is the price point we are expecting. 

Do rug manufacturers that exhibit need to sell cross-category to be successful at NY Now? 

RM: No. Many of our rug exhibitors only sell rugs, including Nasiri, Mastour and S&H. Some of them may have accessories, such as pillows to coordinate with them, but many that are here only sell rugs and have been very successful.

Who are the buyers that attend NY Now?

RM: The types of businesses that come and buy from these companies include everything from a traditional furniture store or textiles store, to lifestyle markets and stores that are shopping and rounding out their collections.

We have a big designer base as well. Interior designers are coming for project work, to get the trends and be inspired by what's happening in the industry. They are also setting themselves up for future projects and future vendors they may work with.

What types of retailers does the show attract?

RM: The bulk of our business is really independent specialty retailers, the other piece of that is the better department store, the better brand stores or specialty stores that are mass merchants. In terms of independents, we have buyers such as ABC Carpet & Home and Gracious Home, etc. And all of the major department stores like Saks, Neiman Marcus, and Bergdorf Goodman. 

Bed Bath & Beyond comes to the show, but they have been changing their business model when it comes to home and home textiles. They are moving more into that mid-market category and are coming and shopping from vendors here at a different level than they were in the past. 


A draw for buyers is the show's NYC location, the heart of the U.S. design and business community, executives say.

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