John Feizy, who founded Feizy 50 years ago, reflects on the company's history and outlines future strategy.
DALLAS – Throughout 2023, Feizy has celebrated its 50 years in the area rug business, thanking customers, and reflecting with them on the company’s growth from a small retail store to a wholesale powerhouse.
From its inception as an importer of handmade area rugs to eventual worldwide acclaim as an innovator in design, production and marketing of every product category from hand-knotted to hand-woven, machine-made and indoor-outdoor.
Feizy kicked off its milestone 50th year in the rug business with a celebratory toast at Dallas Market in January 2023.
One of the largest rug suppliers in the U.S., Feizy today has showrooms in Dallas, High Point and Las Vegas and carries an inventory of about 350,000 rugs. It dramatically expanding its High Point presence with a new two-story location on Hamilton Avenue. In addition, in 2018 the company expanded headquarters and distribution center in Farmers Branch, a Dallas suburb, allowing it to offer faster deliveries and an even larger selection of inventory to its customers.
As the year draws to a close, RugNews.com sits down with founder John Feizy, who reflects on the company's growth, its strategy for the future, and his deep commitment to giving back to the community.
RN: Over the course of five decades, Feizy has led the industry with unwavering resilience, navigating through challenging economic periods, and has continued to thrive and adapt. To what do you attribute that staying power and success?
John Feizy and his children, Cameron and Leah, work together to adapt the business to market changes.
JF: We have worked diligently to maintain our position as a leader and innovator, while also retaining our reputation as the industry’s premier resource for fine and antique pieces. Our goal has always been to honor and preserve the craftsmanship of this beautiful art form while at the same time fostering its evolution. This is especially true in the machine-made category where we own our own production facilities in Turkey to ensure excellence in quality and design.
RN: How important is your company’s mission to lead in styling and design?
Feizy showcased its new high-quality machine-woven Pryor collection, an instant hit with buyers at the fall High Point
Market for its luxe contemporary designs and accessibility.
JF: It’s at the heart of our success. We are determined to cultivate a unique assortment of product lines that are distinctly Feizy. We're recognized by retailers and designers as a source of innovation, and for crafting our very own exceptional rugs, rather than imitating the styles of other manufacturers.
RN: But you also lead in the merchandising of area rugs. In fact, wasn’t Feizy one of the pioneers of the “catalog rug” business -- as it came to be known in the 1980s?
JF: Yes, that’s true. Catalogs were the launchpad for merchandising and selling area rugs as an essential element to a room’s design – the anchor of the interior design so to speak. People could visualize the rug in their own rooms, and in turn catalog retailers helped advance the category tremendously.
RN: Feizy also lead the industry by virtually creating one-of-a-kind rugs as a category, can you explain.
Feizy's massive inventory of one-of-a-kind rugs has become a strong selling category and point of differentiation.
JF: While nearly every importer had and still has an inventory of antique rugs, we focused on building the category as a point of difference for our designer clients and upscale showrooms. We wanted to help set them apart from their competitors, especially when online sales took off and consumers could compare prices from one e-tailer to another. We categorized our inventory on our website, and in effect branded One-of-a-Kind rugs as unique, upscale alternatives to programmed rug collections.
RN: What do you consider the real secret to Feizy’s success?
JF: The relationships we've formed and continue to nurture are truly remarkable. Our partnerships extend to an array of outstanding retailers, vendors, and designers who share our vision.
RN: How have you managed to continue to grow, and actually become a legacy company over the course of 50 years?
Feizy expanded its Dallas area headquarters and distribution center, allowing it to maintain a larger inventory.
JF: One hallmark of our legacy is our ability to develop and sustain a diverse range of products, encompassing various price points, constructions, and styles. We remain steadfast in our commitment to maintaining ample inventory while upholding the same dedication to quality and integrity that has defined us since our founding five decades ago.
RN: What have been the most significant changes in the industry in the past five to 10 years and how did Feizy address those changes?
In 2022 Feizy launched an
online concierge service to help buyers and designers select the perfect one-of-a-kind rug.
JF: The rug industry has seen a major shift towards online shopping, accelerated by the COVID-19 pandemic, as consumers increasingly preferred e-commerce for rug purchases. Brick-and-mortar stores adapted to a "jailbreak recovery" model, blending physical and digital experiences. Supply-chain disruptions and logistics challenges posed significant obstacles for the industry, leading to overstocked scenarios. The feasibility of conducting business with China declined due to trade tensions, prompting the industry to diversify its sources. These changes have emphasized the need for adaptability and resilience in a rapidly evolving market.
RN: How is Feizy preparing for the next five years and beyond?
JF: Our strategy for the next five years and beyond revolves around maintaining our position as leaders in the rug industry. To achieve this, we are committed to offering the best fashion products and upholding our dedication to exceptional service. Continuing to maintain our in-stock rate of 98 percent, ensuring that our customers have access to a wide range of rugs readily available for purchase, is also key. We will also continue to invest in innovative and trendsetting rug designs, staying at the forefront of fashion and style.
RN: With all that investment in design, can you share some the biggest product success stories at Feizy in the past several years?
Feizy's fine hand-knotted Killian collection, from its designer-driven Revolution series, was an instant hit when introduced.
Shown, KLN-6970L
JF: In recent years, we have seen success in several product categories. A great example is the Killian collection which has gained popularity for its exquisite designs and craftsmanship. That the collection really resonates well with interior designers and customers seeking high-quality elegant rugs to enhance their living spaces. Handmade styles have been a hit due to their artisanal craftsmanship, unique designs, and the timeless appeal of handcrafted pieces.
RN: What about your machine-mades?
Debuted at fall market the Pryor collection, woven of space-dyed polyester and overdyed viscose accents, was an
immediate success.
JF: Our machine-made rugs have gained recognition for their outstanding quality. Because they are manufactured in our own factory in Gaziantep, Turkey, we have implemented rigorous quality control measures, enabling us to uphold high standards. This oversight of the manufacturing process leads to the creation of durable, stylish and cost-effective rugs, that are popular among a diverse customer base.
RN: We understand that you are in the process of developing a new website. Can you tell us more about that?
JF: We are again making a substantial investment in the development of a cutting-edge new website, signaling our commitment to enhancing the buying experience for our customers. We are so excited about the new website and we hope to start rolling it out in January 2024 -- it will improve the shopping experience and will make the buying process much more efficient.
RN: Feizy has been a longtime donor to various charitable causes. Can you share some details on how and why?
JF: Beyond our business, we are deeply committed to our local and the global communities, actively supporting numerous remarkable projects and initiatives as donors. Our engagement in these endeavors reflects our broader commitment to making a positive impact.
Feizy is a longtime supporter of many local charities in the Dallas/Ft. Worth area. The Cattle Baron’s Ball, Crystal Charity Ball, Dwell With Dignity and the Black Tie Dinner are just a few of the local charitable organizations we’ve supported over the years.
RN: Aren’t you also involved in international charitable work?
Feizy partnered with The Child Care Foundation to establish a school for the children of the weaving-town Attock, Pakistan.
JF: Yes - it’s not enough for us to work with local groups. Each year, we make a sizable donation during the holidays to an organization whose work has global impact. The Global Fund for Children and Feed My Starving Children, both exceptional charities that provide nourishment, care and support for children internationally, are just two of the recent recipients of our annual holiday gift, which is made in honor of our loyal customers.
Most notably, in 1998, Feizy Rugs, partnered with The Child Care Foundation (CCF) to establish a school in Attock, Pakistan. This initiative marked a pivotal moment, as we began to provide education to children in a community that had long been neglected in terms of educational opportunities. This school has made a significant impact by combating child labor, offering hope to local families and the town. As sustaining donors, this is truly a labor of love, and emphasizes the importance of providing education to all children to expand their opportunities and brighten their futures.