KARASTAN EXECS DETAIL NEW SCOTT LIVING LICENSING PROGRAM
Kelly Moore and Erika Banks of Mohawk Home discuss Karastan's thought process behind the collaboration with Scott Living, the lifestyle home brand by Jonathan and Drew Scott of HGTV fame. |
LAS VEGAS -- At a Las Vegas Market launch party timed to coordinate with its 90th anniversary, Karastan took the wraps off its debut area rug collection by Scott Living, the booming home lifestyle brand created by real estate and home decorating icons, Jonathan and Drew Scott.
Fans packed the Karastan showroom to check out the new designs and to met the twin brothers, who continue to earn international acclaim through hit shows like HGTV's Property Brothers, Brother vs. Brother and more. With millions of followers on social media, and a portfolio of coveted home makeovers, the brothers launched their home fashions brand just three years ago.
Their successful licensing program began with a line of outdoor furnishings, moved into indoor furniture, and then everything from cabinets to window decor, mattresses, top of bed and more -- offering fans the Scott brothers' take on affordable luxury. As they continue to grow their product assortment, as well as retail and e-commerce partnerships, the celebrity duo brings much to the party for Karastan. At the same time, Karastan offers brand and quality values right in sync with those of Scott Living.
In this exclusive Q&A, RugNews.com goes behind the scenes and queries Karastan execs Kelly Moore, senior vice president of sales, and Erika Banks, head of product development, to find out how the collaboration evolved and the strategy behind the company's exciting new launch.
Celebrating Karastan's Scott Living rug collection launch at Las Vegas Market are (from left) Bobby North, Steve Rowenhorst, West Milstead, Randy Gardner, Alyssa Cole, Jonathan Scott, Erika Banks, Bart Hill, Rocky Casteel, Drew Scott, and Tracy Pruitt.
Tell us how the collaboration with Scott Living came about.
Kelly Moore: Working with the Scott Living brand felt like a very natural fit for us. After 90 years in business, Karastan is renowned for its quality, craftsmanship, and philosophy to "Live Beautifully." But we're always looking for new and exciting ways to innovate -- whether it be through fiber, construction or design.
Scott Living already had a very successful launch into the furniture market and was looking to expand into textiles, but needed a leader in the marketplace that matched their brand values in both quality and style.
At the same time, we were looking to align with another quality brand to further expand our reach and even tap into new audiences, while still exceeding the design expectations of our existing customer base. This collaboration is a unique opportunity to bring Scott Living's eye for modern design together with Karastan's proprietary fiber stories and beautiful, high quality machine-made rugs.
The abstract Amalgamate Gold design is part of the Artisan collection in SmartStrand Silk from the Scott Living Home program launched by Karastan at Las Vegas Market
What is the target market for the Scott Livings area rug collections?
Erika Banks: With three television shows watched by fans in over 150 countries, Drew and Jonathan Scott have an enormous network of fans that is very passionate about home fashion, ranging from millennials to boomers.
KM: Artisan and Expressions are luxury rug collections that we believe will certainly appeal to our existing customers, but also to a millennial audience that might not be as familiar with the Karastan brand.
Karastan's debut Scott Living program includes 16 design in the Expressions collection made from EverStrand recycled PET yarn. Shown, Dharma Medallion in Indigo, a summer market best-seller.
How are the Scott Living area rug collections similar to or different from others in the Karastan stable?
EB: The Artisan and Expressions collections showcase the kind of modern, stylish aesthetic that you would expect from Drew and Jonathan Scott. These collections feature very polished patterns, on-trend colors and rich textures, but still have a very approachable feel that I believe our customers will love. With both collections, we're able to make use of our best-selling constructions and proprietary yarn systems, Everstrand and SmartStrand.
What are the retail price points for the rugs, and why were they chosen for your initial collections?
EB: An 8x11 in the Artisan collection will have an MSRP of $1499. An 8x11 in the Expressions collection will have an MSRP of $899. These price points are consistent with two of Karastan's best-selling collections, Euphoria and Spice Market.
At Karastan's launch party during Las Vegas Market, fans queued up for a photo op with the Scott brothers posing in front of the Elan design from their Scott Living Expressions collection.
What retail channels are you pursuing?
KM: Furniture stores, rug dealers and a selection of e-commerce channels.
What is Karastan's strategy with regard to its licensing programs?
KM: Karastan is still recognized as the number one brand in rugs, an accomplishment of which we are very proud. Our licensed efforts are very narrowly focused and strategic, and we don't see that changing in the future.