• Printer Friendly Version
  • Decrease Text SizeIncrease Text Size
  • PDF
Business, New York

Exclusive: Satya Tiwari Talks Surya's New York Market Week Strategy and Showroom Debut

Surya’s permanent New York showroom debuts, showcasing the company’s breadth and quality of product assortments developed for big box, online and mass merchant retailers.

Carol Tisch
image of the entry of Surya's New York showroom
Branding at Surya’s new permanent showroom in Manhattan sets the tone for the fashion and value proposition the company brings to NY Home Fashions Market attendees.

NEW YORK -- Big box, online and mass merchant buyers were the first to see Surya’s spacious new 4,500-square-foot permanent showroom in Manhattan during its debut at the New York Home Fashions Market, Sept. 19-22.

Located in suite 1503 in The New York MarketCenter at 230 Fifth Ave., the light-filled Surya showroom is set to open during market weeks going forward, and for presentations to interior designers and retailers by appointment throughout the year.

The luxe Surya showroom has ample room for market week events, video presentations and virtual line reviews as
well as in person appointments with retailers and designers.

At the NY event, appointments and orders exceeded expectations. “This is our first market that I feel is at pre-covid level,” said Satya Tiwari, Surya president. “We are meeting all the major mass merchant customers here this week, and in the three years since we first came to NY Market, we have had great success.”

Surya’s home accents, textiles, and accessories are displayed in vignettes throughout the airy new showroom.

In an exclusive interview, Tiwari told RugNews.com that success was well-earned since Surya had primarily been known for hand-knotted and hand-tufted rugs for middle to upper end retailers and designers prior to targeting the mass market. “In the beginning, NY Market customers were saying, ‘let’s see if you can understand our business,’ before they were willing to make major commitments. We worked very hard, developed systems, staff, beefed up design and product development specifically for these retailers, and we have proven that we understand the mass merchant business.

The new Surya permanent showroom in NYC has a designated audio-visual area where presentations of the weaving
process were on view. Shown is the machine-made Mona Lisa collection style MNI2300.

“We are now working with all the majors, and within rugs, they like the fact that we are one-stop shopping,” Tiwari continued. “We see a lot of our competitors who can do one thing right or two things right. We are much more flexible: we can go from India to Turkey, from vintage to very basic; we can do Moroccan to very traditional.

“We can do our own programs, and we have our own establishment in Turkey, our own design teams in India, in Israel, in the U.S. We are very global when it comes to design. So, the mass merchant realizes we can give more, and that’s why our business is growing in this category and why we have a full calendar this market.”

Surya's spacious permanent space showcases its range of rugs and also features vignettes of its home textiles,
lighting and decor.

During the pandemic, Surya invested heavily in design innovation, product assortment and inventory, emerging as a fast-growing supplier to national retail chains. And at NY Market, the company’s New York showroom exhibited an assortment of machine-woven, handmade, washable, performance and outdoor rugs, as well as a selection of pillows, including indoor/outdoor pillows and cushions, and poufs.

“We are well positioned to help larger retailers bring new levels of fashion and value to market. Our New York showroom enables us to showcase the breadth and quality of our product assortment, both during markets as well as throughout the year. Despite supply chain concerns across the industry, we are dedicated to providing retailers with industry-leading fill rates and delivery times,” Tiwari explained.

Natural fiber-inspired rugs were on NY Home Fashions Market buyers’ shopping lists and Surya delivered with the
outdoor safe Pismo Beach collection.

Market Week customers sought out indoor-outdoor rugs, washable designs and performance categories, as well as Surya's hand-crafted rugs. Hand-made chunky woven wool rugs remain top sellers for big box and national retailers and Surya introduced Colarada for fall market. The company's machine-woven La Boheme collection, made in Turkey with 80 percent polyester and 20 percent polypropylene, offers a knobby hand-knotted texture at an affordable price that attracted buyers.

The La Boheme collection by Surya is machine-woven of 80 percent polyester and 20 percent polypropylene with a
hand-knotted look.

The company's washable and performance category continues to gain ground and many of Surya's latest introductions cater to that trend. Among the top-selling looks was the indoor-outdoor Pismo Beach collection inspired by sisal and grass-like designer rugs. Surya's washable rug assortment added several new collections, and the company grew its popular Amelie collection for market-goers.

The washable Lykke collection’s plush polyester hand and Moroccan styling earned kudos at NY Market. Shown: LKK-2301
trans-ocean ad spot hri rugs