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Nourison's Virtual Market Gets a Thumbs Up from Attendees

Nourison, as home furnishings markets shut down across the country, moved its market presentations and client meetings online, and the effort paid off.

Lisa Vincenti
living room with Kathy Ireland rug

Nourison hosted a virtual spring market showcasing its latest product news, including Kathy Ireland Home and Clavin Klein.

SADDLEBROOK, N.J. -- Nourison, as home furnishings markets shut down across the country, moved its market presentations and client meetings online, and the effort paid off.

"This is the first time we ran a virtual market," said Giovanni Marra, director of marketing and digital strategy. The company, which celebrates 40 years in business during 2020, had a busy 2019, and 2020 proves no different. "The virtual market was a significant investment of time and resources to create the schedule, develop the content and produce the event."

Nourison's special three-day virtual market kicked off with license partner Kathy Ireland hosting a special talk and walking attendees through her most recent area rug collections.

The virtual market by Nourison included online discussions and meetings, specially produced videos showcasing not only the company's popular licensed collections, such as Kathy Ireland Home, Calvin Klein and Christopher Guy, but also Nourison branded assortments spanning price points from budget friendly to its luxe hand-crafted collections. The company also walked attendees through some of the latest features of Nourison rugs, notably its new Nouri-Guard stain protection treatment, which is available for popular collections like Starry Nights and Homestead.

"Most attendees gave us great feedback," Marra said. "They were satisfied with the level of content and length of the sessions. Many also felt that it was a good way to learn more about our product offerings and services. And finally, most said they would like to see more events like these in the future.




Among the topics discussed on Nourison's Day 1 virtual market were its proprietary stain protection treatment, Nouri-Guard, available for its popular budget-friendly Homestead collection.


The special virtual market spanned three days and Day 1 kicked off with a special discussion hosted by licensee Kathy Ireland, who walked attendees through her newest Kathy Ireland Home collections (view video here). The day also included a talk on the current state of the industry and how Nourison is responding to the challenges of Covid. It finished with a presentation of Nourison's new stain protection treatment, Nouri-Guard, available for popular collections such as Starry Nights and Homestead, and which was introduced last fall in New York.


Nourison details its new Values category of rugs, including Karma, on Day 2 of its virtual market.

Day 2 debuted Nourison's new Values category of rug collections, including Karma, Rustic Textures' new broadloom options, and Symmetry. Nourison also present some of the company's most innovative designs, which have become some of its best-selling rugs. Finally, Day 2 attendees where walked through some of the company's favorite luxury products including its Christopher Guy collection.

Nourison's luxury area rug collections were also on the agenda on Day 2 with a discussion that explored the company's Christopher Guy licensed collection. Shown, Rubio



Calvin Klein's latest area rugs, Balian shown, and Nourison's new handmade custom rug and broadloom Craftworks were featured during its virtual market.

Day 3 capped off the virtual market by presenting news and updates on its popular Calvin Klein collections, including the latest designs now available. A review of some if its Mina Victory 2020 home accessories was also on the calendar as was an introduction of its new Craftworks handmade custom rug and broadloom assortment.

"We learned a lot from this experience and will definitely be running more virtual events like this in the future," Marra said.

Buyers can view Nourison's virtual market product videos, event highlights and download catalogs, here.

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