Feizy's new Jaxson collection, machine-woven of mostly wool with hand-carved details, is expected to be a 2025 bestseller.

NEW YORK -- RugNews.com explores a fresh genre of machine-woven area rugs that allow industry leaders to increase the category's price points and sales with a fresh class of better-quality fibers and designs. These new pieces are crafted with wool using the latest technological advances and allow rug makers to pitch a more natural product with the look and feel of a hand-knotted rug.

"Better machine-made and wool machine-made is definitely a thing right now," said Mike Riley, president, Feizy. "All rug retailers are trying to figure out how to continue to increase their average ticket or average selling price.

"The entire shift to synthetics or making area rugs a 'decorative accessory' came about after Karastan created the first alternative to hand-knotted rugs.” Riley continued, referring to the launch of the Karastan rug mill in 1926, which produced the first machine-made oriental design that replicated the detailed craftsmanship of a hand-woven rug. "And then we all figured out how to do the same thing with faster and cheaper machinery and with less expensive synthetic fibers. We kept selling cheaper and cheaper rugs and now, outside of e-commerce, everyone is trying to figure out how to go back to the better goods sales approach."

Machine-made wool area rugs fell to the wayside for decades as synthetic fibers were introduced into the carpet making process in the mid-20th century with the invention of polyester. The period marked a major shift away from wool to lower-cost synthetic fibers, allowing area rugs to become more prevalent in homes across the country. Today, however, the industry is seeing a rise in demand for wool rugs as more consumers seek to furnish their homes with natural materials that also are sustainable. What's more, natural fiber machine-made area rugs are typically more affordable than their hand-made counterparts.

Feizy, which introduced the high-quality machine-woven Jaxson collection earlier this year, expects it to be one of its biggest hits of 2025. This lineup of five abstract patterns in seven rug sizes is crafted in India of mostly New Zealand wool and in a machine-made construction. Jaxson rugs feature hand-carved details and a high-low cut pile for dimensional designs. In addition, worsted spinning adds a luxurious feel and enhances durability, while hand washing gives these rugs a refined finish.


Feizy's Jaxson collection, woven of wool and nylon, is expected to be a 2025 best-seller for its high-quality details,
including hand-carving. Shown, JXN39PWF

Nourison has also been experimenting with machine-made wool area rugs, recently introducing the Copenhagen collection in a weighty wool flatweave construction. This lineup features Scandinavian-inspired geometric styles. "High-quality machine-woven rugs are becoming increasingly popular for their balance of style, performance, and value," said Giovanni Marra, VP marketing and creative, Nourison. "Weaving technology has improved dramatically and these rugs can now closely replicate the look and feel of handcrafted designs at a fraction of the cost and lead time. Their versatility makes them a favorite among designers working on residential spaces and consumers seeking stylish, practical options for everyday living."


Buyers have given Nourison's recently introduced Copenhagen collection of flat-woven wool rugs a thumbs up.
Shown, CPN01

Harounian Rugs International (HRI) also attributes the rise in popularity of machine-woven wool rugs to advances in the craft. "HRI just introduced the first machine-made collection in its 60-year history during this past High Point Market: the Carlton collection," Greg Jordt, EVP sales and marketing, told RugNews.com. "When we discovered this very unique construction in Pakistan, we jumped on it. It was one of our most successful launches and interest has been overwhelming."

Carlton debuted with seven updated classic patterns in on-trend colorations in stocked sizes of 8x10 and 12x15. It offers a cross-woven Wilton construction with a very fine weave in very finely spun Pakistan/Ghazni wool. In addition, each rug is washed and hand-finished just like the finishing process of a handmade rug.

"Machine-woven rugs have always been an important segment of the rug business and the growth we are seeing in that segment is the result of an evolution of refining construction techniques and design capabilities," Jordt noted. "The machine-made rug is no longer just a rug created for a promotional price point. This new trend has the look and quality of a much, much more expensive hand knotted rug. At the quality level of the rugs I'm speaking of there are really only pros: great design and on-trend colors, great performance and all at a very attractive price when compared to a mid- to high-end hand knotted rug."


HRI's first-machine-woven collection, Carlton, is crafted of wool and was the High Point bestseller in the ivory
Oushak pattern, shown above.

Kalaty, which entered the machine-made category in 2018, recently introduced three machine-woven collections crafted of wool -- Blooma, Rosemont and Ventura -- all hand-finished for an elevated look. The company expects to introduce more high-quality hand-finished 100 percent wool power-loomed collections at the summer Las Vegas Market as well.

"In the past year, we have branched out into high-quality power-loomed wool rugs featuring hand-finishing, which offers our customers a higher-end wool product at more moderate pricing," said Ariel Kalaty, a partner at Kalaty. “We don’t see the popularity of wool waning; in fact, wool rugs may be more popular than ever because it is a material that is both eco-friendly and long-wearing. With proper care a fine wool rug can last a lifetime.”


Kalaty continues to expand its high-quality hand-finished machine-woven lineup recently adding the wool Rosemont collection. Shown, RS1208

Capel Rugs also has several machine-made wool collections and continues to invest in the category adding fresh looks to its lineup. The latest intros include Avery and Lineage, both woven of 100 percent New Zealand wool, and offering classic motifs in directional palettes. The company plans to introduce more machine-woven wool rugs at the fall edition of High Point Market.

"Machine-made rugs can often fool even a seasoned rug buyer these days, with the advances made in machinery that produce these rugs -- the advances have been incredible over the past 10 years," Cameron Capel, president -- sales & marketing, explained. "The refinement has allowed very detailed, intricate designs, and adding texture, high-low effects, similar to hand-tufted and hand-carved rugs. And, generally speaking, these rugs are much more affordable.

"A drawback would be that these rugs are made by the thousands," she said.


A favorite at Capel is the machine-woven Avery collection, which updates classic designs crafted of New Zealand wool.
Shown, Tabriz in merlot

Dynamic Rugs points out a long list of pros to the new crop of wool machine-made rugs including longevity, cost effectiveness, quick production times, easy maintenance and sustainability. The company's Wade collection, power-loomed of wool and nylon in Turkey, has become a favorite since its introduction at last summer's Las Vegas Market. These dense rugs feature a range of traditional styles in trend-forward color palettes. The company also is rolling out a new collection at the upcoming Las Vegas Market, called Lustra, which is a high-quality wool blend rug.

"There are not a lot of cons for this category of rugs," founder Matthew Rouhanian said, "which is probably why they are also gaining in popularity."


Dynamic Rugs recently rolled out Wade collection has become a favorite with retailers look for step-up product.
Shown, Wade 18604-399

In 2018 Oriental Weavers debuted its Lilihan collection, billed as the industry's first cross-woven Axminster construction. Lilihan, comprised of 20 traditional Persian motifs woven of mostly space-dyed wool and nylon, went on to become one of OW's bestselling collections. Likewise, more recent introductions in this construction, which is power-loomed in Egypt of wool and nylon have also become instant hits and include Acacia, which features classically styled motifs in earthy, neutral tones; Lucca, a range of colorful Oushak-inspired motifs; and Soleri, a collection of abstract designs.


Oriental Weavers continues to expand its wool and nylon Axminster rugs and the newest collection, Acacia, was an instant hit.
Shown, aca02

Couristan as well is expanding its better-quality machine-woven lineup with fresh collections crafted of wool and introduced earlier this year. The company previewed its new Reign collection, a cross-woven lineup, at Las Vegas Market and by High Point Market had enough positive response to add it to its running line. In addition, at High Point, the Fort Lee, New Jersey-based company introduced another high-quality machine-woven collection called Sambal, which is also being added to Couristan's programmed lineup and will debut at the upcoming Las Vegas Market. Sambal features hand-serged finishing and Reign is woven of 100 percent New Zealand wool; both are cross woven, giving them a handmade feel. 

Couristan has a long history producing machine-made wool rugs: its first collection, Kashimar, introduced in 1961 still remains in the company's line. Another long-running favorite is Old World Classics, featuring classic patterns and rich colorations machine-woven of semi-worsted New Zealand wool in a face-to-face Wilton woven construction. “As we continue to develop better goods, we see a definite void in the market for machine-made 100 percent wool qualities; we are creating products to fill this void and help round out our wool offering," said Marlys Giordano, VP of product development, Couristan. "Both Reign and Sambal are gorgeous machine-woven collections that continue the story of Couristan’s vision for our area rugs; we are mindful with these creations and know this is what our customers are looking for and are excited about.”


Couristan's Reign collection, machine-woven of New Zealand wool, is part of Couristan's strategy to offer an
expanded lineup of better goods. Shown, Reign 10