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New York, Show Recap

Mass Merchants & Big Box Buyers Snap Up Style and Performance at NY Home Fashions Market

In this exclusive showroom tour, RugNews brings you the top styles, trending colorations, weaves and constructions that delivered at the fall New York Home Fashions Market.

RugNews.com Editors
RugNews montage of trending area rugs at the New York Home Fashions Market 2023
Discover the top trending styles, colorations, weaves and constructions that delivered results at the fall show.

NEW YORK -- Big box and mass merchants attending New York Home Fashions Market, Sept. 11-14, were out in force, placing rug orders that signaled they remain optimistic as the area rug industry heads into its busiest selling season.

Among the retailers spotted at the show, which takes place across various showrooms throughout Manhattan's NoMad (North Madison) neighborhood, were At Home, Home Goods, Ross Stores, TJX Companies -- and many more. Area rug showrooms reported brisk activity during a week that began and ended well beyond the show’s published dates. Indeed, successful appointments with key retailers led many exhibitors to project a Q4 increase. The fashion and value they brought to New York stretched across all rug categories, from area and scatter rugs to bathmats and runners.

RugNews.com tours area rug showrooms across the city to discover what buyers in the category are shopping and buying.


David and Joe Mascari of Joe Mascari's Rugs stop by the Dynamic Rugs showroom to check out the latest looks with
company founder Matthew Rouhanian.

"Retailers are optimistic and we are packed all week -- even on Thursday," said Dynamic Rugs founder Matthew Rouhanian. "Business is picking up and we expect to see an increase in the fourth quarter."

Shoppers at Dynamic Rugs 230 Fifth Ave. showroom were looking for transitional and contemporary designs featuring mossy green or jewel tones, yet neutrals remain a popular choice as well. In addition, Dynamic Rugs' popular Skyler collection, woven of polyester and shrink polyester, added new designs and colorway for fall market; as did Hudson, cross-woven of polyester and shrink polyester, which added a textural, lustrous transitional design featuring olive green. The company also introduced a new lineup that mimics the look of hand-woven cotton rugs. Offering geometric designs, these lightweight rugs were a hit with fall shoppers for their natural styling and handmade look.

Green tones -- a top seller in New York and earlier in the summer at Las Vegas Market for Dynamic Rugs -- were
added to its successful Hudson lineup.


HRI's Antique collection offers subtle designs with the vintage-styled zero pile that buyers snapped up.

Harounian Rugs International (HRI) also reports a successful market with standout designs including its Chenille printed polyester-cotton collection, which offers Heriz motifs. Washable rugs from the Santana lineup of transitional and modern looks were also a hit. Another trending look for buyers at NY Market week was its Antique collection, which features subtle designs and a vintage-styled zero pile construction. Likewise, Gloria, introduced at the spring High Point Market, is selling well for its transitional Heriz-inspired styles rendered in rust tones and olive green.

Introduced at the last market, HRI's vibrant and lustrous Qum collection is proving a big hit, and the collection adds new runner size and round rugs, made of Modal and real silk, which were an instant hit with fall buyers.

Printed contemporary-colored traditional designs remain on point and HRI's Chenille was a market favorite.


Among the hundreds of new area rug designs presented in Loloi's new showroom were its intricate Chinese Deco-inspired
printed designs.

Fall New York Home Fashions Market buyers were the first to see Loloi's expanded showroom, located at 260 Fifth Ave. The company took over an additional floor to double its display space. "This gives us the ability to expand the categories retailers are successful in," Austin Craley, vice president sales, told RugNews.com. The company dedicated about 300 square feet to showcase its increased assortment of bathmats, a category that has become increasingly important to Loloi home textiles customers. Prior to the inclusion in the New York showroom, Loloi presented its bath assortment only in its Dallas showroom.

In the area rug category, textural tufted wool products -- in looks ranging from traditional to contemporary floral to subtle earthy geometric motifs -- remain a popular choice as a step-up item, with some retailers preferring to offer higher-quality area rugs to increase ticket sales in the category. Another top look at fall, not only for Loloi but several other showrooms, are menswear-inspired looks, such as plaids, rendered in neutral shades. Printed rugs also continue to sell in this market segment, with Loloi featuring a vibrant Chinese Deco influenced lineup.

Loloi's expanded NY showroom features a spacious bathmat section, which illustrates the company's category growth.

Momeni's popular Erin Gates linup adds its first washables with the new Dorset collection.

"Business is good in both our program rugs and designer business," Reza Momeni tells RugNews.com. Fall New York marketgoers were the first to see the two additions to Momeni's Erin Gates collaboration. One collection introduction is Saybrook, an indoor-outdoor lineup, featuring classic seagrass-inspired looks; the other addition to the Gates program is Dorset, a washable polyester collection featuring classic patterns in trending colorations.

Other top looks at Momeni include the textural high-low plaid design in taupe from the new Talia collection, woven of polyester and shrink polyester. The Kimber collection of plush high-low traditional and abstract patterns with raised ivory field and "carved" motifs proved a success for its understated styling and softness.

Momeni also brought plenty of new handmade collections for shoppers looking for a step-up product. Among them were Everette, a cut and loop tufted product offered in geometric patterns and soft tonal colorations. Two hand-loomed collections rolled out were Estelle, which offers abstract designs and ribbed texture crafted of wool and viscose; and the active solid looks of Relic, made of wool and bamboo.

Momeni's new hand-loomed Estelle collection, crafted of wool and viscose, was a favorite for its ribbed effect.


Nourison Home introduced its Sustainable Trends collection offering trending abstracts in fashion-forward colorations.

Nourison had a brisk New York Home Fashions Market appointment roster starting Friday before the event’s opening, and business in this segment of the market remains strong. Top trending features of popular rugs were textural abstract motifs in warm neutral tonal designs and warm and cool neutrals, subtle neutral rugs, and washable pieces.

Among the top-sellers are Nourison Home's new Sustainable Trends collection of eight textural abstract designs, crafted of recycled polyester. This lineup offers trending neutral toned palettes, with ivory and pairings of beige and gray popular among rug buyers. Another top choice is Graceful, a 100 percent wool hand-tufted cut-loop and cut-pile collection offering neutral tonal marble-like patterns, in colorways including blue, gray, ivory, beige and taupe. Another favorite is Nourison's Washable Jute collection, which brings the trending look of jute rugs without worry, in solid and geometric motifs.

Finally, Nourison Home's scatter program continues to be a top category at New York market. Among the standouts debuts are its coordinating accent rugs for its best-selling indoor-outdoor Aloha collection.

Nourison's tufted wool Graceful collection was a hit for its tonal designs, rich textures and earthy colorations.


High-low tonal patterns from Natco's plush Stonington collection, made domestically, were a favorite.

Natco featured its domestic products for New York Home Fashions Market shoppers, including line extensions to its popular collections Stonington and Landscape (which added a new creel). The company's Stonington introductions included new tonal designs, which are getting a good response from buyers. These rugs are ultra soft and offer high-low patterns. Natco's aggressively priced Adore collection introduced more ivory with brown looks and the newest diamond design, made with polyester and drop stitched for texture, was a favorite.

Finally, Natco took the wraps off the new Embellish collection, which is domestically tufted at its Dalton facility. This assortment, with loop and cut-loop motifs, offers strong value and is promotionally priced. These rugs are made of reclaimed yarn, a first for Natco, and feature a nonskid back.

Natco's domestically made Landscape collection adds a new color creel in trending combination of cool and warm tones.


The rich boldly colored transitional designs from the new Atlantis collection were a fall favorite at OW for their dense construction.

"Our mid-price point is doing well -- our buyers want more value," said Jonathan Witt, OW USA's president. "Our clients are using these better priced rugs to lift their average ticket prices." To meet that need OW introduced hundreds of new better machine-made area rugs across top trends at its spacious New York Showroom. Buyers were looking for brown and beige tones, however designs featuring soft moss greens or more vibrant pops are also trending. Styles range from abstracts in fresh colorations to geometrics, including trending menswear inspired plaids.

OW's new Atlantis collection rugs are made of polypropylene with a shrink polyester for a high-low construction. These designs, ranging from traditional to abstract and geometric, offer a super soft hand. A New York favorite is a transitional motif rendered in soft blues, grays, browns and ivory spiced up with warm rust and mustard yellow tones. The debuting Bennett lineup features the dense, soft construction becoming increasingly important to buyers. These rugs are power-loomed of soft, textured yarn in a dense, high-pile construction, with luxurious hand. Colored in cool tones of blue and gray, the textural abstract designs are warmed up by accents of earthy brown, cinnamon, and deep red. Another market favorite is Bergen, a soft high-low construction in a range of styles, received a thumbs up for its colorations ranging from rich navy blue to soft blue warmed up by soft browns and creams with mossy green accents.

Textural abstract designs in trend-forward colors remain a top choice of big box and mass merchant shoppers at
the OW showroom. Shown, Bergen


Buyers Danielle Sullivan, center left, and Nikki Golden from Rhode Island-based Ocean State shop Surya's newest
rugs alongside Satya Tiwari, right, and Brandon Culpepper.

Surya continues to make large strides in the big box and mass merchant retail channels, said Satya Tiwari, president. The company's new Avellino collection was an instant hit for its dense low-pile textural designs. Avellino is Surya's thickest and densest machine-made construction, and it was rolled out in two color creels, a warm and a neutral, with styles including abstract motifs, geometrics and updated borderless classic patterns.

"We brought in more handmade and tufted rugs for New York shoppers because we are ramping up our handmade collections with mass merchants," Tiwari said. One hit was Derby, featuring the look of a sumac weave, but tufted of New Zealand wool. Another tufted hit is Divine, made of wool, in neutral creams and soft browns and offering organic motifs. Featuring cut wool with different counts, these rugs are full of texture. Richmond, which offers a trendy ribbed solid pattern is hand-tufted of viscose and wool, and top colorways included beige and soft green. Finally, Emory, a machine-made collection including a broad range of styles, was a hit for its beige ground warmed up with camel and copper motifs.

Avellino from Surya is its thickest construction and was a big hit for its ultra dense construction and plush feel.


Tayse's new Brooks collection featured the high-low motifs and warm palette resonating with buyers at New York Market.

Tayse showcased several new stocked area rug collections at its recently opened New York showroom. Among the top looks are textural designs in a range of styles with subtle updated traditional motifs, abstract looks and geometrics being top choices. In addition, the company's trendy ultra plush styles, washables and performance rugs remained popular with fall shoppers.

Among the standouts are Ethan, now available in stocked sizes. The monochromatic collection, with traditional, geometric and abstract designs, is woven of polypropylene and shirk polyester, with a jute backing. The new Brooks collection, also a stocked program, uses a drop stitch to achieve textural motifs. These rugs are made of soft polyester. A continued top seller is the Shag Porto, which is stocked in six sizes, and the newest additions featured ivory and gray abstract and geometric looks.

In the performance category, the company's bestselling Dazzle collection continues to shine, adding several fresh overall floral patterns. In washables, not only did Tayse add fresh designs it also adds its first scatter rugs, including its first holiday designs.

A Tayse favorite, the performance Dazzle collection adds fresh contemporary floral designs.


Well Woven's whimsical printed Apollo parakeet design gives a contemporary twist to a classic Oushak pattern. 

Well Woven, which launched as an e-commerce rug in 2014, returns to its third New York Home Fashions Market, and the company today works with several big names in the industry. The company offers a "good, better" selection of machine-mades and among its popular better collections at the fall show were its new raised diamond motif with shimmery accents from the Fairmont range made of a soft shrink polyester and polyester. Another collection hit was Omaha, in a range of motifs in ivory and blue, with a featured pairing of a medallion motif and a whimsical giraffe pattern getting a thumbs up. Omaha rugs are made of soft polypropylene with a medium pile.

Well Woven continues to do brisk business in its printed and outdoor rugs, introducing dozens of new patterns in each category. Finally, the company also added several new pink and multi-color machine-washable designs to its Crayola collaboration, launched earlier this year.

Featuring a soft medium pile, Omaha from Well Woven was a top choice for buyers looking for denser designs.
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