EBISONS HAROUNIAN EVOLVES OVER 37 YEARS; NEXT MOVE IS NAME CHANGE
TO HAROUNIAN IMPORTS

Ebi Harounian, seated; Maurice Harounian, left,
 and Michael Harounian, right.
 

By Janet Herlihy

NEW YORK -- Ebisons Harounian Imports has evolved in the past 37 years from a hand-knot Persian specialist to a full-line rug importer. The next step  will be changing its name to Harounian Imports, according to company principal Michael Harounian.

The name Ebisons will be retained as a brand for the company's product line. By the end of 2006, there will also be shifts in title and responsibilities for the company's three principals.

The company is owned and managed by  Ebi Harounian and his sons, Michael and Maurice Harounian.

Ebi Harounian began his career in the rug industry in 1953
when he established a business in Iran to export handmade
Oriental rugs. In 1961 a U.S. branch of the business was established  in New York City with Ebi's brothers David, Jack and Lee.

(David and Lee Harounian are now principals of Harounian Rugs International and Jack Harounian heads Nature's Loom with his son, Mark Harounian.)

In1969, Ebi, Michael and Maurice formed Ebisons Harounian.  The company continues today as a family-owned and operated business.

Over the past 37 years, Ebisons Harounian has adjusted to changes in the dynamic handmade rug industry. At the same time, it has remained true to its original goals of quality and customer service. 

Expanding from rugs made in Iran, the company now
imports rugs from India, China, Pakistan and Turkey,
with each region contributing its own unique qualities
to the company's 32 collections.

"Because of the difficult political situation in Iran, we don't source a great deal there now,€VbCrLf said Michael Harounian. "The bulk comes from India, China and Pakistan, where we travel twice a year. Design is done in-house and quality control is handled with inspections before the rugs leave the
country of origin and again on arrival here,€VbCrLf he
added.

The year 2006 started strong in January, Harounian said,  but has softened due to high oil prices and
the rise in interest rates. However, he expects
business to come back in the fourth quarter. "It's a
dynamic business and the fourth quarter rebound will
be phenomenal,€VbCrLf he predicted.

Fashion Focus Is Key

The greatest change in the imported rug business has been its evolution to a fashion business, according to Harounian.
Today, the majority of the company's styles are classic
Oriental patterns crafted in fashion forward
colors.

"Years ago, carpets were red and blue. That has changed tremendously. At Ebisons, we have placed a real focus on being fashion forward," he said.
 
"Keeping an eye on the latest in upholstery and
furniture trends is not enough,€VbCrLf explained Michael.
"We also look at women's apparel fashion in order to
anticipate color combinations, because that's where it
begins.€VbCrLf

Harounian said he expects a return of "gutsier€VbCrLf color, as the
weathered looks and stained styles begin to fade in importance.
.
"There are still antique looks around,€VbCrLf he noted, "but
there is also a trend to color combinations that are
not the traditional ones. And, look for a return to
more intricate patterns and more definite colors by
2008.€VbCrLf

While colors and combinations emerge and recede in
popularity, there is also an enduring demand for
antique looks and more traditional shades, which
Ebisons provides, as well. "Every region of the country
is different,€VbCrLf he said.

The importance of fashion is also the greatest
challenge in today's business, according to Harounian.
"In order to be a leader and stay competitive, you
must be innovative in fashion as well as new
manufacturing techniques,€VbCrLf he said. "Today, there is a
lot of Sumak weaving, a flat woven method that looks
stitched on one side and knotted on the other. Over
the years, we have developed a more reversible look
that we have patented as Reversarug.€VbCrLf

Ebisons Harounian also makes use of new dyeing
techniques. "Semi-dying is similar to a tie-dye
process,€VbCrLf he noted. "Dyed and undyed yarns are then
spun together to give a striated look in the finished
rug. It also creates more texture.€VbCrLf

The company has also mastered the use of different
types of wool for different effects. In addition to
traditional wools, "We use yak and camel, which have a
longer staple, as well as Ghazni wool from animals
that live in Afghanistan's cold climate. Ghazni
wool has extra lanolin, making the wool last longer
and have a softer hand,€VbCrLf he explained.

Rugs from Affordable to Luxury

Ebisons Harounian has created a diverse line. While
most of the collections are in the retail price range
of $1,600 to $2,000 for 6 x 9 size, the company is also increasing its commitment to value-oriented hand tufted products, Harounian noted.

"Our Affordarug series includes distressed, abrash
and weathered looks,€VbCrLf he said.
 

Tibetan Dreams collection

The company's entry-level Tibetan Dreams
collection makes its debut at this Summer's Atlanta Market.
It is hand tufted in China with semi-dyed yarns for a
striated look. Suggested retail is $450 for a 6 x 9.

Platinum Collection

Other recent additions include the Platinum
Collection, a 14/14 quality, sheared low to show
off intricate traditional Persian styling. Suggested retail price is $1,800 for a 6 x 9.

Pure Silk Sino Persian Collection

Top of the line is the Pure Silk Sino Persian collection, which retails at $3,500 in  6 x 9.

Home Accessory Items

Beginning in 2002, Ebisons Harounian has quietly entered the home accent business . The initial introduction was the  Venetian Collection of cushion covers and pillows.

 "Now, we also bring in Tiffany-styles lamps and affordable antique Chinese furniture for our customers,€VbCrLf said Michael.

Reaching Out at Markets and Online

The company shows at the Atlanta Rug Market twice a
year and also welcomes visitors to its New York showroom
during the Metro Rug Market and the New York Home
Textiles Markets.
 

"Atlanta will remain an important market,€VbCrLf stressed
Harounian,  but the Metro Market showcases rugs in our
home base. There's no conflict with Atlanta because it
is only for people who come to New York once or twice
a year. It's like no other show or market, since we
display and make available all of our programmed and
one-of-a-kind goods, not just a mere sampling. Our
New York showroom covers about 10,000 sq.ft. in a two-story space."

Ebisons is also considering expanding its show participation. "We already sell Ebisons product to other market exhibitors and are considering adding a showroom in Las Vegas or High Point,€VbCrLf Harounian said.

In May, the company launched its redesigned website -
www.Ebisons.com,  where all its collections can be
viewed.