DIRECT HOME TEXTILES  AIMS TO BE
 MAJOR OVERSEAS SOURCING COMPANY

John Azzolino and John McLeod, principals of Direct Home Imports

By Lissa Wyman

CALHOUN, GA. -- Direct Home Textiles, the new company formed by industry veterans John Azzolino and John McLeod,  has ambitious plans to become a major overseas sourcing company for both rugs and home textiles.

"Our goal is to work closely with both our overseas partners and retail customers to bring in high quality goods at rock bottom prices," commented Azzolino.

"We're in business to save our customers money and to provide fresh looks and close communication through every step of the process."

Azzolino emphasized that Direct Home is focusing on specific product categories. "We are not all things to all people," he said.

The initial  assortment includes bath rugs, bedding and area rugs. "Bath rugs our a strength. That is an area we feel we can dominate," said Azzolino.

Direct Home plans to "Americanize" the imported area rug category, according to Azzolino. "There is a substantial difference in what we sell and imports currently on the market," he said.

For the most part, Direct Home is sourcing from India and China, but the company is also looking for opportunities in other countries.

In addition to bath and area rugs, Direct Home's initial product lines include cotton bedding such as quilts and comforters from India and mini-sets from China.

Azzolino and McLeod founded Direct Home this Summer and spent the month prior to the Home Textile Market on a barn-storming sales trip around the country.

The company opened a 1,200 sq. ft. showroom at 230 Fifth Ave. in New York this Fall.

Service is another key ingredient. Direct Home operates out of a 258,000 sq. ft. distribution center in Calhoun, GA.

The company is geared to mass market stores with approximately 100 to 1,500 stores.

The companies are not new to Azzolino and McLeod. "We've known virtually all these customers in past lives," said Azzolino.

The two partners are also not new to each other. They have had a long and successful working relationship that has spanned almost 15 years. Their expertise covers retailing, sales, product development and sourcing.

Azzolino was most recently vice president of global sourcing for Mohawk Home. During his 14 years with Mohawk, he also served as vice president of sales and vice president of marketing and product development.

At the retail level, Azzolino held buying positions at Gimbel's, T.A. Berner and Carson Pirie Scott & Co.

McLeod was most recently vice president of mass market sales for Shaw Living. Earlier, he was vice president of sales and marketing for Burlington Rugs. Prior to  his tenure with Burlington Rugs, he was vice president of sales for Mohawk Home.

11.22.2005