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HRI Doubles Down on Sunbrella: New Rug Constructions, First Broadlooms Debut

HRI's largest new product launch in company history is slated for Vegas  and includes new Sunbrella area rug and broadloom constructions, and six new HRI label hand-made collections.

By Lisa Vincenti
classic pale rug
LAS VEGAS -- Harounian Rugs International (HRI)'s largest new product launch in company history is slated for Las Vegas Market and includes new Sunbrella area rug and broadloom constructions, and six new HRI label hand-made collections.
"The combination of six new hand-made collections in addition to the extensive Sunbrella offering will make this Las Vegas Market our largest product launch in the company's history," said Greg Jordt, executive vice president, sales & marketing at HRI. The big news for Vegas shoppers is they will get their first look at the blockbuster new Sunbrella collaboration, which adds fresh area rug constructions, new hand-loomed custom options and broadloom this January.

For Las Vegas Market, running from Jan. 26-30, 2020, the Sunbrella assortment swells to 100, including machine-woven and hand-loomed made-to-order collections from India and Nepal in both outdoor and performance constructions, as well as broadloom styles.

HRI will unveil the expanded Sunbrella assortment at special launch party at its Vegas B433 showroom, Monday Jan. 27, from 4 p.m. to 6 p.m., with drinks and food served, at which Vegas shoppers will be the first to check out the latest Sunbrella looks. 

The rollout showcases Wilton-woven rugs with lower point counts and pile heights, allowing HRI to hit more attainable price points and to debut an outdoor only collection that features a low pile and loose weave, Grasse explained.

Added Jordt, "HRI Performance Rugs featuring Sunbrella will be available in a wide range of price points that are in keeping with the high standards of the proven Sunbrella brand."  January market introductions will feature a wide variety of styles including transitional, traditional, contemporary, Mid-century, Arts and Crafts, as well as new designs from renowned textile designer Wesley Mancini, who debuted his first collection in partnership with HRI last year (read more)

"During the Las Vegas Market, we will be introducing Sunbrella collections in five qualities of machine-made area rugs for indoor and outdoor performance, hand-loomed collections, as well as broadloom that will be part of a custom 'cut-to-order' program," Grasse said.


Machine-made rugs featuring Sunbrella yarn will add more attainable price points for Vegas shoppers. Shown, Sunbrella 600, S6-02

"2020 will be the year of 'performance' in accent area rugs," Jordt pointed out. "For several years one of the most important trends driving sales in upholstery has been performance fabrics that not only look great in design and color but easily clean-up accidents and spills that happen in everyday life.

In 2020 HRI is launching a line of performance rugs and carpeting that will be a gamechanger in the Industry, offering floorcovering that is soft, plush, and dense in Sunbrella fibers, in ontrend sophisticated designs and colors that are indoor rugs that can be used... outdoors! 

At High Point last fall, the company officially took the wraps off the partnership that created its first line of area rugs made of Sunbrella's soft and durable yarn. At that market the company showcased two machine-made collections, with 26 designs, in two highest point-count cross-woven Wilton constructions.


For HRI's new broadloom made with Sunbrella solution-dyed acrylic, Grasse said, sales targets include wholesale furniture manufacturers and jobbers. "We are really looking to focus on main distribution partners in the hand-loomed and broadloom categories. 
"We will have Sunbrella broadloom samples at market," Grasse continued. "We are in dialog with a couple of broadloom distributors. When we move forward with it, it will be in cooperation with a broadloom distributor. A lot of the hand-loomed is being made as broadloom, as cut to order, and crosses many categories, such as pit-loomed and some are jacquard." 

HRI introduces the Lajolla collection (shown, design 5374), among the six new handmade area rug collections at Vegas.
In addition to the Sunbrella introductions, HRI will also debut six new hand-knotted and hand-loomed collections under its HRI label during Las Vegas Market.  "These new offerings will feature transitional and traditional looks in on-trend colorways in quality constructions and fibers that HRI has been known for over the past 50 years," Jordt said.

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