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NULOOM DUBUTS AT LAS VEGAS MARKET; LAUNCHES NEW "VIVID SILK"
RUGS
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The vintage design aesthetic of NuLOOM's
Vivid Silk collection ranges soft pastels and neutrals
to vivid over-dyed looks machine made of polyester
($199).
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NEW YORK
- Rug and home furnishings resource NuLOOM is expanding its reach to a
broader audience of brick and mortar retailers with the debut of its
first World Market Center showroom next week at Las Vegas Market. The
new 2,900-square-foot showroom, space A-406, will highlight three 2015
rug collections: Vivid Silk, Chloe, and Jardin, the newest of its 125
running line series. "Our push this year is re-creating old world
patterns with a bold and fresh twist," explained Nicole Yaraghi, who
founded the company with her husband Koorosh Yaraghi in 2008.
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"Our designs speak for themselves; fashion differentiates
us." - Nicole Yaraghi
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"The
brand has snowballed in seven years. We started NuLOOM to fill a void
in the market for bold, edgy rug designs in programs tailored to the
Internet market. We think fashion differentiates us. Our designs speak
for themselves: they are very bold; very different," Yaraghi said.
"We
have a passion for color and individuality, but also for producing high
quality floor coverings that are affordable. That is what customers will
find in our brand new Vivid Silk collection and in Chloe, which we
previewed at Maison et Objet in Miami and is now ready for shipment to
stores."
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Introduced at spring markets, the Chloe collection Jazmine rug
features vintage tile designs of printed nylon ($199).
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The Vivid
Silk collection includes 12 designs inspired by vintage overdyed rugs,
machine made in Turkey of polyester with a retail of $199 for the 5x8.
The Chloe collection features Middle Eastern- and Mediterranean-inspired
patterns inspired by classic tiles used in Persian cultures. All rugs
are crafted of nylon and printed in Turkey, also retailing at $199. "Jardin,
an indoor/outdoor collection of vintage Persian designs has received a
lot of feedback because it is different for the outdoors," Yaraghi
explained.
NuLOOM's
look has resonated with Internet customers, especially Millennials
because of its fast-fashion business model, but also because patterns
and colors pop off the computer or tablet screen. The fast-fashion
approach explains why the company shows 125 collections on its website.
"Our business is very internet-based, so new product is constantly
coming in. We don't wait for a season or a quarter. We get new rugs in
weekly; it is very fast-paced. Being on the Internet, we see what's
doing well and what isn't. If something is not doing well, we will
modify it and make it better, or move on. There is always an abundance
of new product."
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The new Lantha design in NuLOOM's Vivid Silk collection is
inspired by the company's overdyed vintage rugs.
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"Eight-five
percent of our business is still with online retailers, but we are
expanding with showrooms and attending shows to build a base with brick
and mortar stores as well. We've just started; that's why we've opened
our High Point and Las Vegas showrooms, and why we exhibited at shows
like Maison & Object in Miami and NY Now," Yaraghi said.
The new
Las Vegas Market space is the company's second permanent showroom,
following on the heels of the April, 2014 debut of its first High Point
Market 2,800-foot showroom (4G) in the C& D Building.
07.29.15
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