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09302015 Elk Group's Dimond Home Makes a Move into Rugs

9/30/2015

ELK GROUP'S DIMOND HOME MAKES A MOVE INTO RUGS


Dimond Home will introduce the Armito hand-tufted wool rug with cotton backing in 3x5, 5x8, 8x10, and a 2'6"x8' runner in High Point.

NESQUEHONING, PA - Decorative accessories supplier Dimond Home, a division of lighting and accent vendor ELK Group International, is entering the rug category introducing 33 designs at High Point Market running from  Oct. 17 to 22.

Designed to appeal to a broad swath of customers, ranging from interior designers and architects to home owners, the collection, made in India, ranges in price from $90 in 3x5 woven rugs up to $3,098 in 9x12 for some viscose and wool rugs, according to Darrell Gardner, head of design, furniture and accessories at ELK Group.

"We are releasing 33 designs," Gardner explained. "We used our New York design team to come up with some fresh designs in interesting colors. We tried to stay in neutral patterns and we have quite a range of price points within the new line."


The Rhythm wool rug by Dimond Home is hand woven and printed rug with a cotton backing, available in 3x5, 5x8, and 8x10.

Dimond Home, which acquired the Lazy Susan brand in late 2013, offers a range of eclectic home accents and furnishings, now will complement those items with an assortment of textured neutral rugs, to offer its clients a whole home solution, Gardner added.  The line includes hand-woven, hand-tufted and printed rug designs.


Dimond Home uses texture for visual interest in the neutral Aravali Rope Rug in fog and cream, which is hand-woven of wool and offered in 3x5, 5x8, 8x10, and 9x12.

"We played with new patterns and mixed materials to offer something fresh," Gardner said. "We have some very traditional patterns, in the overdyed style which is quite popular now...so we designed into that aesthetic. And, some pieces are very basic stripes; while others are graphic patterns we developed. The rugs really play well with the rest of the Dimond Home line and will work together effortlessly."

Earlier this year ELK announced that it would be combining its Lazy Susan USA and Dimond Home divisions under the Dimond Home umbrella, offering buyers a consolidated designer lighting, home décor and accent furniture source that will soon be selling rugs as well.

Dimond Home now has a 2,800 square foot newly renovated showroom in New York that also houses the design studio.

"With the recent rebranding of Lazy Susan into Dimond Home we experienced tremendous growth and we saw that we had the ability to start growing our product offering. With this expansion, we offer customers an even wider, more diverse product offering. We felt like rugs were the next logical step for Dimond Home - it really rounds out our offerings."


Dimond Home updates traditional with the Harappa wool rug in ivory, which is hand woven wool with fringe.

 

09.30.15

 

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