LAS VEGAS -- New York-based Nuloom will unveil four new fashion-driven collections with one of a kind and organic looks to summer shoppers visiting its World Market Center showroom (A-406) at the Las Vegas Market, running from July 30-Aug 3.
"It will be nice to meet our customers in person at Vegas, but it is not our primary place for business," co-owner Koorosh Yaraghi told RugNews.com. Still a Vegas newcomer, Nuloom, which opened its Vegas showroom two years ago and has historically focused on the online channel, had a nice roster of appointments and walk-ins at the winter 2017 edition. The company began connecting with furniture stores and big box retailers to extend its reach beyond the web.
"We have e-commerce covered, but we actually met a lot of new people that are going to take us into new channels -- large brick and mortar environments, like big box and large furniture stores," said Yaraghi of the January market.
And these buyers didn't drop into the Nuloom showroom seeking classic traditional colors and patterns. Rather, they were looking for something unexpected. "They are coming to Nuloom because they want to try something a little different. It's a way for them to experiment -- and the selection we have allows them to do that. And the price points are extremely low, so it works for them."
Co-founded by Yaraghi and his wife Nicole in 2008, Nuloom attributes its fast-paced growth to its internet strategy. The company has become a go-to source for fashion-forward designs which resonate with online shoppers, especially Millennials. Its area rugs often feature patterns and colors designed to pop off the computer or tablet screen, and the company continually updates its assortment.
SAHARA SHAG COLLECTION
One new collection Yaraghi is particularly excited about is a just-arrived new machine-made polypropylene shag series called Sahara. "It's a heavy, dense shag made in Turkey with a 7cm pile height that it gives a designer look. We're offering it in sizes 2'x3' to 10'x14', and the retail is $199 in 5'x8'," he explained.
Sahara, Nuloom's new polypropylene shag with 7cm pile height, debuts at Las Vegas Market.
TARGETED INTERNET STRATEGY
"Our business has been very internet-based, so we are geared up to have new product constantly coming in," noted Nicole Yaraghi. "We don't wait for a season or a quarter. We get new rugs in weekly; it is very fast-paced. Being on the internet, we see what's doing well and what isn't. If something is not doing well, we will modify it and make it better, or move on. There is always an abundance of new product.
"The brand has snowballed in 10 years," she continued. "We started Nuloom to fill a void in the market for bold, edgy rug designs in programs tailored to the internet market. Fashion differentiates us -- our designs speak for themselves."
In fact, according to Koorosh Yaraghi, Nuloom's growth hasn't missed a beat in the decade since its inception, proving its target strategy is on point. "2016 saw incredible growth, which has been the case since we started the company," he said. The trend continues in 2017 he said, albeit at a slightly slower rate due to sluggish brick and mortar sales, an area targeted for expansion.
NEW ONE-OF-A-KIND LOOKS
Today, Nuloom's product mix is split between machine-made and tufted, and the company is now applying its design and construction expertise to come up with its answer to the increasingly popular One of a Kind hand-knotted trend with more affordably priced versions of the look. "As of late Nuloom's focus is on wool Indian rugs and products that can be called organic or resemble one of a kind," Yaraghi explained.
For summer shoppers, Nuloom offers three machine-made collections, two which rework traditional designs in bold color combinations, and another that features fun, bold designs. Nuloom introductions include:
ATLANTIC COLLECTION
Nuloom debuts the high-low Atlantic collection. Pictured, Carla in light grey.
Power loomed in Belgium of polypropylene, the Atlantic collection by Nuloom features a high and low pile, which mimics hand carving in handmade rugs. The range is available in tones of silver and grays. A 5x8 will retail for $199.
MARINA COLLECTION
The new Marina collection by Nuloom offers a palette including seaglass and other fashion colors crafted using space-dyed yarns. Shown, Lara.
Marina is power loomed in Turkey of 100 percent polypropylene in a palette of fashion colors including seaglass which is trending with buyers this summer. These rugs are made from spaced dyed yarns for a vintage effect. A 5x8 will retail for $199.
VERONICA COLLECTION
Nuloom's Veronica range is printed in a mix of playful designs and patterns inspired by marble, wood and other natural objects. Shown, Lydia.
New from Nuloom comes the printed Veronica range, made in China of polypropylene, which offers a mix of fun designs and patterns inspired by marble, woods and other natural objects. The power-loomed collection is made of 100 percent polyester in Turkey. A 5x8 will retail for $219.