Top looks showcased at NY Home Fashions Market feature warm, neutral colors, textured and soft styles,
updated traditional patterns, and performance qualities.
NEW YORK -- New York Home Fashions Market kicks of Sept. 14 and area rug executives heading to the show anticipate that buyers will be extremely price sensitive while still insisting on fashion-forward introductions that offer something unexpected and fresh.
In this exclusive report, RugNews.com surveys top area rug executives participating in Market Week to discover what they are expecting and their predictions for this retail channel looking ahead to 2027.
“We’re heading into the New York Textile Market with a great deal of optimism and are anticipating a very busy market," says Andy Brumlow, president, Oriental Weavers USA. "We’re hearing from our customers that they are excited to see new product and more importantly, are looking for new opportunities to drive their businesses. That level of engagement is encouraging as we head into planning for 2027.
“Across the mass merchant channel, we continue to see a strong focus on value, availability and product that gives consumers a reason to refresh their homes. At the same time, retailers are looking for newness and differentiation. We believe there is a real opportunity for rugs to play an important role in that equation because they can deliver a significant design impact at an accessible price point.
“Our focus for market is bringing our customers fresh designs, new textures and versatile products that balance fashion, function and value. We’re excited about what we have to show and believe the overall tone coming into market is positive.”
Oriental Weavers Keenan collection
Surya's Brandon Culpepper, senior VP mass merchant, tells RugNews.com, "We are optimistic about 2027, although we expect the consumer to remain value-conscious and deliberate with discretionary purchases. Value remains paramount, but value does not simply mean “cheapest.” Our customers are looking for products that create an immediate value equation for the consumer – strong design, relevant color, good construction and perceived quality, all at a retail price that feels compelling.
"We are also seeing mass merchants become increasingly disciplined around assortment productivity," Culpepper continues. "They are looking for fewer redundant choices and more meaningful differentiation. Products need to have a clear reason to exist within the assortment and ultimately need to earn their space.
"Another important shift is that retailers are asking suppliers to do more than simply provide product. They are looking for complete programs – compelling product, strong merchandising, displays where appropriate, promotional opportunities, digital support and ideas that create excitement and give the consumer a reason to engage.
"Consumers still want their homes to feel updated and personal, even when budgets are under pressure. Strong opening and middle price points – affordability will remain extremely important," Culpeper notes, adding, "Our customers increasingly want products that look and feel aspirational while remaining attainable for a very broad consumer base. Innovation at mass doesn't necessarily mean inventing something completely new – often it means figuring out how to deliver more design, better construction and stronger perceived value at a price point that works for millions of consumers.
"I would characterize the direction we are seeing as warm, approachable, layered and livable. There continues to be strength in updated traditional and vintage influences, warm neutrals, natural and earthy colors, approachable geometrics and modern patterns that can live comfortably in a wide range of homes.
"The mass merchant isn't becoming less design-driven because the consumer is price-conscious. If anything, expectations are increasing. Retailers want design, value, reliability and productivity – all at the same time," Culpepper concludes.
Surya Mona Lisa collection
At Dynamic Rugs, the expectations are similar. "We expect fall market to be focused heavily on value, updated transitional designs, and commercially viable price points," Matthew Rouhanian, founder, tells RugNews.com. "Mass merchants and big box customers continue to look for collections that have a strong visual impact while maintaining competitive opening and mid-level price points.
"For 2027, our clients are generally expecting freshness without sacrificing value. They are looking for newness in pattern, color, texture, and construction, but are being very selective about price," Rouhanian says. "Overall, the 2027 customer is looking for products that feel new and trend-right but still provide the value and broad appeal necessary for today's price-conscious consumer," he says.
Dynamic Rugs Azure collection
As Momeni's Reza Momeni succinctly puts it, "We expect fall market to continue emphasizing value, versatility and strong design. Looking ahead to 2027, clients are seeking fresh, trend-aware product that still feels timeless, practical, and accessible."
Momeni Morse from Erin Gates x Momeni
Despite economic and geopolitical uncertainties affecting the entire home furnishings industry, Lee Harounian, president Harounian Rugs International, says HRI has fared well and expects business in the fall and into 2027 to pick up after a slowdown this summer, and that rug sales are expected to be good at fall market and beyond.
"Mass merchants are not only looking for low prices but they need new designs and fresh products," he tells RugNews.com. "So as always, we have new products in machine-mades."
The company is highlighting two new collections that he anticipates to be well received and that offer the freshness buyers are demanding. "We are introducing two collections machine-made with 100 percent wool pile out of India." One collection, England, features Persian designs and is inspired by the iconic fine Manchester wool Kashan rugs woven in England in the late 19th and early 20th centuries. The second wool collection is Modern, which offers a range of modern styles. "There are some mass merchants that are interested in that material and when you feel the quality you cannot tell the difference between a machine-made and a hand-made," Harounian notes, adding that the rugs' thickness and fullness lend a luxurious feel underfoot that consumers appreciate. "Also, we are introducing a lot of lower price points that are made of polypropylene and polyester."
From a stylistic point of view, updated traditional and modern designs remain top buying trends at mass and HRI is giving its fall introductions a colorful twist. "We have gone more to colorful, colorful rugs are coming back. It's not just gray and beige anymore, and it's not only in the machine-made category but also in our hand-loomed and handmade rugs. We still have the neutrals and browns, but we are doing a lot of colors as well."
HRI Heritage collection
Mohawk Home heads to NYC market showcasing a good, better, best assortment of rugs but also features a large assortment of bath mats and scatters, which remain a key component of the company’s revenue stream at mass. Says Aaron Denson, VP of product management, "Mohawk Home is excited about the upcoming fall market, where we will showcase more than 200 area rugs spanning good, better, and best price points, with a strong emphasis on elevated design, quality craftsmanship, and consumer-driven value.
"Looking ahead to 2027, we remain optimistic about the rug category," Denson continues. "We expect continued growth to be driven by consumers seeking products that deliver a combination of design, performance and affordability. Consumers are no longer willing to compromise between style and function, and retailers are increasingly prioritizing products that offer both.
"The future of the rug industry will be defined by brands that can successfully combine exceptional design, quality craftsmanship, performance features, and sustainable solutions across every price tier," Denson concludes.
Mohawk Home Free Flow
-- See more rug introductions in RugNews.com's Preview Rug Debuts Heading to New York Home Fashions Market