03122010 Loloi Makes Deeper Commitment to Mass Market Channel with Opening of New New York showroom

LOLOI OPENS NEW YORK SHOWROOM,
DEBUTS NEW LICENSING COLLECTION

Kate McCrostie, center, helped inaugurate the new Loloi showroom at 295 Fifth Ave. Other execs on hand include,
from left, Stephen Loloi and Amir Loloi from Loloi Rugs; Kate McRostie, Kristin Ashman, director of licensing and business development for Kate McRostie Design Works, and Meghan Laviola, vice president of marketing and product development for Kate McRostie.

By Lissa Wyman

NEW YORK -- Loloi Rugs  is making a major push into the mass market rug business with the opening this week of its first New York showroom. The 1,600 sq. ft. showroom is on the tenth floor of 295 Fifth Ave.

The company also unveiled a line of  accent rugs  based on hand-painted images by artist Kate McRostie. McRostie's delicate, meticulously crafted designs grace nearly 40 decorative products in the textiles and  accessories categories.

McRostie was on hand at the new Loloi showroom on Tuesday, March 9 to personally introduce the line to buyers.

While Loloi has been inching its way into mass market channels over the last year or so,  having a presence in New York marks a strong commitment.

"We are focusing on  accent and scatter rug products, and our goal is to bring unique looks to this category instead of the usual novelty designs," said Amir Loloi, president and founder of Loloi Rugs. "Not only should the designs be beautiful, but they should also be saleable," he stressed.

 Kate McRostie design for Loloi. The hand-hooked, washable polyester rugs are made in China. Available in sizes  from 2x3 to 3x5. Suggested retail prices range from $24.99 to $59.99. 

Buyer reaction to the McRostie rugs has been extremely positive, Loloi added. "The fact that McRostie's designs are hand-painted rather than computer-assisted makes a big difference. Buyers respond to the artist's touch," he said.

Loloi said the company has been moving in the direction of the mass channel for some time. "We have to expand and diversify into new distribution channels in order to grow the business," he said. "The New York showroom is a must if we want to seriously pursue the mass market."

While Loloi's Spring introductions are in the scatter and accent rug category, but that may expand in the future. "We also see great potential for  larger sizes aimed at mass market stores,"  Loloi said.

Loloi also stressed that the company remains committed to its core customers in the independent rug, floor covering and furniture store channels.

"The mass market is a completely different ball game, which requires a different approach to product development and different distribution systems," said Loloi.

Mass market sales specialist Joe Valles, who has been with Loloi for the past year, will use the New York showroom as the company's  northeastern sales office.

03.10.10