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Kaleen Launches Pure Life Brand in 25 Natural Rug & Broadloom Collections

Kaleen will officially debut its new natural brand, Pure Life Rugs and Broadloom, with 25 collections premiering at Surfaces and Las Vegas Market.

By Carol Tisch
natural carpet in room
Debuting at the upcoming Surfaces show and Las Vegas Market, Kaleen's Pure Life brand of natural rugs and broadloom previewed earlier this month at Domotex 2020 in Germany.

LAS VEGAS - After scoring major thumbs-up with its new Pure Life Rugs and Broadloom at Domotex 2020 in Germany and the Flooring America and Carpet One conventions in Phoenix, Kaleen will officially debut the new all-natural brand at Surfaces and Las Vegas Market this week.

Showing at The International Surfaces Event in booth #6367 and #6269 from Jan. 28-30 at the Mandalay Bay Convention Center, Kaleen returns to Surfaces for its fifth consecutive year. "Pure Life will be our focus with 25 new collection introductions," said Monty Rathi, chief operating officer," but we're also adding five new products to our Kaleen broadloom line."

Designers, architects and retailers check out the living wall display at Domotex 2020 for a first look at the 25 collections of all natural rugs and broadloom in the new Pure Life line from Kaleen.

Asked about the response at Domotex, Rathi said, "People loved the idea of all-natural. In our handmade industry, no one is really doing organic product. We are first to offer
100 percentnatural --from the non-toxic chemicals to the wool to the dye process and latex -- it's all natural broadloom. And it is not limited to wall to wall; Pure Life is also available in our custom business.
Perfectly in sync with the 2020 Domotex show's keynote theme of 'ATMYSPHERE' -- which played up flooring products that contribute to a sense of wellbeing and promote naturalness and sustainability -- Kaleen's display at the Hannover fair was a magnet for international buyers and designers. "We had a very good Domotex. Our U.S. customers know us and come to see us, but we're also there because we want to take the Kaleen brand to an international level and grow our exposure internationally."
Kaleen goes green with the launch of Pure Life Rugs and Broadloom, and a display fixture featuring all 25 debuting organic, all-natural collections. 
Indeed, sustainability is a key driver of interior furnishings sales to designers and specifiers in Europe. And Rathi predicts the Pure Life line will do equally well at next week's shows. "The West Coast believes in organic. They will jump on it when they see it at Surfaces. In the U.S. an awareness of organic natural products exists, but I don't think people in other parts of the country pay as much attention to it. They usually first pay attention to color, quality, look, and price. By adding the natural story, Pure Life will be a big story on the West Coast."
To that point, Kaleen's World Market Center showroom, C-407, will also have a display related to the organic line. "We are in a fashion industry so we wanted to create something new to stand out from our competition. Our product line really has become the most eye-catching because we bring a lot of high fashions colors, qualities and textures to the field. And we're very well priced, which translates to value to our customers. Kaleen is a quality brand company so we wanted to offer something very different to the market."

The eco-friendly message goes beyond Pure Life's all-natural materials and manufacturing processes, which are free from toxic chemicals. "The constructions are all about textures, flat weaves, hand-loomed -- and it's all about a natural story. Customers will see a lot of natural hand spun textures," Rathi continued.
The Natural Story

All Pure Life products are made from natural wool, a sustainable resource which is a 100 percent renewable, naturally fire-resistant and a biodegradable resource. The Kaleen introductions are eco-friendly, non-toxic and hypo allergenic-friendly. "We use no oils in production of this broadloom, no harmful chemicals, and all-natural glue," Rathi said. What's more, he said the broadloom is shipped in 100 percent biodegradable packaging. "Once discarded, Pure Life products will decompose in one to five years -- 495 years sooner than its synthetic competitors," he explained.
"When we looked at the available products out there in our industry, we found very few products that are genuinely 100 percent all-natural. We have invested much time getting our latex right and, of course, creating beautiful Kaleen designs that don't exist within this category."
The Kaleen booth at Domotex 2020 gives a sneak peek at the new weaves, color palettes and patterns to be introduced to Surfaces and Las Vegas Market shoppers.

In addition to its display of Pure Life at its Las Vegas showroom, Kaleen will feature more than 100 new rugs, including several luxurious hand-knotted collections. Kaleen will showcase two new outdoor rug collections, as well as new additions to its existing lines. Five new collections of machine loomed rugs will also be on display during market.
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