SHALOM  HELPS RETAILERS BOOST RUG BUSINESS IN AN UP-AND-DOWN ECONOMY


Nader Shalom, a principal of Shalom Brothers, with Rafi Amirian, vice president of marketing.

By Janet Herlihy

NEW YORK - The rug business has been on an up-and-down ride over the past couple years, so Shalom Brothers is developing new techniques to help its retail customers close more sales.

Rafi Amirian, vice president of marketing for Shalom, talked to Rugnews.com about strategies being used to boost sales.

"It's been a roller coaster. One week, sales pick up
and the next, it's very quiet again. It's hard to say
when things will get better,€VbCrLf Amirian said. "Now, we
are getting close to tax time and then
we'll be moving into Summer, when rug sales are
usually quiet.€VbCrLf
   
Shalom isn't waiting for things to get better by themselves. The company is helping its dealers,
including specialty retailers and furniture stores, by
offering sharper pricing on some products. "A rug that
is $1,999 for a 6x9 might be easier to sell it they can
price it at $1,699. They might be able to move it
faster.€VbCrLf

 In 2006, the company introduced a volume buying plan,
which has done a good job bringing in sales. "It
has been good with some big retailers that have
available warehouse space. The containers are shipped
straight to the retailer and they save $3 to $4 per
sq. ft. They now come in with orders every two or
three months,€VbCrLf noted Amirian. "It's good for Shalom
too because we have limited space to stock here in
Manhattan.€VbCrLf

Shalom has also hired a new sales person to bring its
product to dealers. Cyrus Kabir joined the company in
late 2006 and is working in the southeast region.

Styles like this from Shalom's Royal Ziegler Mahal
Collection are popular this Spring, especially in brown
tones.

Shalom concentrates on traditional Oriental styling.
The most popular styles this Spring are in the Royal
Ziegler Mahal Collection available in range of shades,
Amirian reported.

 "We're selling a lot of browns and blues right now,€VbCrLf he added. "Chobi designs in the Ziegler Mahal collection are most popular and the most popular retail price point is $1,499 in 6x9.€VbCrLf The Ziegler Mahal Collection is hand-knotted of a blend of New Zealand and Ghazni wool.

Saraha, a collection that made its debut at the January
Atlanta Rug Market is catching on and the first
8x10's  are now being delivered, according to Amirian.
Hand knotted in India, Saraha includes 13 traditional
styles in sizes ranging from 4x6 to 10x16 and is
also available in custom sizes and runners. Sahara retails at approximately $1,599 in 6x9.

The company has showrooms in New York and Atlanta and is also planning a showroom in Building 3 at the Las Vegas World Market  Center, scheduled for completion in 2008.

4.13.07