• Printer Friendly Version
  • Decrease Text SizeIncrease Text Size
  • PDF
Area Rugs, Business, Handmade

Kaleen Exits Machine-Made Rugs to Focus on Handmade Categories

Building on the success of its broadloom and LUXE rugs, Kaleen Rugs & Broadloom is exiting the machine-made category to focus on its handmade rugs, custom and broadloom categories.

RugNews.com Editors
Portrait of Monty Rathi and a market display of Kaleen's LUXE assortment
Kaleen's Monty Rathi announces company will focus on handmade rugs, including its successful LUXE collection.

DALTON, Ga. – Kaleen, a producer of area rugs and broadloom, has announced a restructuring of its product and service offering, effective fall 2023. Specifically it is existing the machine-made category instead focusing on its handmade rugs, including those under its successful LUXE hand-knot lineup.

Customers visiting the company’s World Market Showroom during last month’s Las Vegas Market got a sneak peek at Kaleen’s new offering, which builds on the success of its LUXE label area rugs and broadloom carpeting, as well as an expanding range of custom options for designers.

“It is with great pride that I share the exciting news about Kaleen and the future of our company,” said Monty Rathi, COO, in making the announcement.“This move builds on our biggest successes and allows us to tap into emerging opportunities with retailers, designers, hospitality clients and end-consumers – with the goal to, ultimately, fuel even greater growth for our entire business.”

The go-forward strategic plan for Kaleen is to increase future collections in strong sectors where market health is robust. “To accomplish this, we’re shifting the company’s focus to center on four key categories of goods: Broadloom/Carpet, Custom, LUXE and handmade qualities,” Rathi explained.

“In order to turn our full attention to these flourishing segments and accommodate this new business model, we are phasing out machine-made programs and area rug qualities from our assortments”. Rathi added: “As you well know, machine-made soft flooring products have been experiencing a steady decline and depreciation across the area rug and home furnishings industries.”

Kaleen has been encouraged by the growth of the mid- to high-end sectors of home décor and with the success of its LUXE branded lines. “This market segment has developed increasing relevance among today’s more varied customer sets – wholesalers, retailers and designers, alike.”

Kaleen's high-end hand-knotted LUXE rug collection continues to expand -- it offers broadloom features.
Building on that momentum, Rathi says Kaleen is also poised to expand into the high-end hospitality, residential and commercial sectors via its state-of-the-art customization capabilities to tap further growth. To that end, Kaleen has strategically invested in its four target categories of goods over recent years. “Market indicators helped us to prepare for this evolution so that we can quickly and adeptly seize on niche market shares. Our efforts have quickly paid off – and continue to increase our returns,” he said.

“As our product qualities and styles have elevated, so has our brand – prompting a new direction toward mid- to upscale styles for higher-income customer sets with more access to disposable income and greater access to fashion-forward design refreshes for their living and working environments.”
trans-ocean ad spot hri rugs