REGENCE HOME PREMIERES NEW SHOWROOM, NEW CATEGORIES AT NY HOME FASHIONS MARKET
Regence Home, the U.S. marketing arm of India-based Riviera Home, unveiled its new Manhattan showroom at the spring 2017 New York Home Fashions Market.
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NEW YORK -- Regence Home, producer of bath, accent and area rugs, premiered a new showroom at 10 West 33 Street, Suite 1200, in Manhattan, at New York Home Fashions Market, March 26-29, 2017.
The new 3500-foot showroom is four times the size as the company's previous 850-foot showroom in the same building, according to Jack Toolan, president Regence Home, the U.S. marketing arm of India-based Riviera Home, one of the largest floor covering companies in Asia.
Jack Toolan, president of Regence Home, at the company's new showroom at 10 West 33 Street in New York.
"This is our first market in the new space, and we're very excited about it. It's really beautiful: It will really make the market understand the capabilities that we have in bath, accent and area rugs," said Toolan, who joined Regence Home in July 2016 as president, and is a former EVP, president of sales and marketing for Westpoint Stevens.
At market, Regence Home introduced new collections as well as new twists on constructions. "We're doing some wool over-tufts which mimic the look of hand-tufted rugs, and we're working on some unique constructions in the bath rug area that we're still fine-tuning," Toolan explained. The new showroom affords the space to display a wall of bath rugs showing customers the company's diversity in the category, and the ability to customize programs by color and towel trends, as well as construction, fiber, design and technology.
A bath wall at the Regence Home showroom illustrates a diversity of construction, fiber, design and technology.
Toolan told RugNews.com that Regence Home sales break down to 40-45 percent in the bath category, 40 percent in scatter and area rugs, and the balance in accessories such as pillows and throws. At New York Home Fashions Market, he said the goal was to reach all the different channels of retail attending so as to present the best of the company's capabilities. "In our previous showroom, we were very limited in what we were able to show people, and it didn't really reflect our capabilities. The community will be able to see it, and then we will begin laying the foundation for growth."
In a wall of accent rugs, Regence Home showed its range of textures, construction and fiber offerings, including machine made, handmade and machine made with handmade applications.
"We do good business already with accent and area rugs at Wal-Mart, Target, and many other customers. The thing that's really interesting about us is that we have a lot of diversity. We're selling bath rug sets to Family Dollar. At the other end of the spectrum, we're also the exclusive manufacturer for Ralph Lauren bath rugs. We have the capabilities to offer opening price point in dollar stores all the way up to the highest dollars that you can find in retail."
A vignette display of room size area rugs in the Bohemian theme at Regence Home.
Regence Home, which entered the U.S. market in 2007, debuted in the area rug category about three years ago. The area rug program now extends from artisan handwoven techniques to machine woven, Toolan said.
He notes that since the parent company Riviera got its start in the bath category, it was well versed in working with micro-polyester, and applied that expertise to design 'super-soft and unusual' area rugs. "Our materials and the hand of our products are unique in the area rug category; we have some of the softest micro-poly shags out there."
Regence Home adds to its handwoven outdoor lineup at New York Home Textiles Market.
NY MARKET INTRODUCTIONS
At market, a feature wall is devoted to accent rugs from the Modern Naturals Collection, which includes a number of styles and designs in natural materials. The rugs are organized into color stories, such as new blues, grays; even some brighter tones like lavender for spring. Regence promoted jutes and cotton for spring in accent rugs, focusing on a craftsmanship story with products made by master weavers.
The company has been selling indoor-outdoor for some time but introduced its first collection of handwoven indoor-outdoor rugs at market. Also highlighted were applique rug with a global and Boho vibe with fringe.
New designs were added to the Soft Dimensions collection knitted of micro polyester in a soft, two-level texture, and to the Artistry collection, a knitted micro-poly which has been updated with new brights and patterns.
