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Rug Vendors Look for Opportunities to Fit CCA's New Selling System

CCA's three-day convention was all about Retail 2.0, the co-op’s new selling system that is designed to simplify the floor covering shopping journey and convert consumers into customers. 

RugNews.com Editors
Machine-washable rugs by Nicole Curtis
Display boxes containing machine-washable rugs from Nourison’s Nicole Curtis program were selling at the CCA
winter convention.

PHOENIX – More than 1,000 flooring retailers representing Carpet One Floor & Home and Flooring America/Flooring Canada descended on the Valley of the Sun for CCA Global’s winter convention, Jan. 9-11.

The three-day convention was all about Retail 2.0, the co-op’s new selling system that is designed to simplify the floor covering shopping journey and convert consumers into customers. Key features include fewer SKUs than typically found in flooring showrooms—for a less cluttered look—and a focus on top sellers. As of now, about 10 percent of CCA retailers have the system, with another 900 or so scheduled to receive the display system in 2023.

For now, the merchandise system does not include area rugs, a development that rug vendors at the convention said provides them with both a challenge and opportunity to carve out a niche.

CCA retail members are free to purchase rugs outside Retail 2.0, and many do. But with the new showroom displays taking up considerable space on a showroom floor, it’s incumbent upon rug makers to utilize space appropriately.

A case in point was Romi Sahel, president of Sun Shine Rug Co. who said he is working on ways for Sun Shine products to either fit in with the new merchandising system, or even outside of it. Acknowledging that space within flooring stores is at a premium, Sun Shine exhibited displays that can handle 36 samples in 2x3 or 2x4 dimensions. On the back of each sample is a QR code that brings consumers to a video of the company’s largest selection of products. “To be able to show 72 rugs would be huge,” Sahel said. “Our display allows retailers to improve sales through the use of technology. They can get information on whether the rug is in stock or not and users can order, say, an 8x11 [or some other configuration].”

Romi Sahel, president of Sun Shine Rug Co., continues to look for ways to better merchandise rugs.

Kaleen executives said they received good response from the company’s Home and Porch broadloom line, which is touted as an outstanding addition to any inside room while durable enough to be used for the outdoors. Home & Porch is UV treated against excessive fading, water protected and hand-made of 100 percent polyester.

Blake Dennard, senior vice president, said each piece within Home & Porch can be fabricated. “This is going to be a big rug contribution,” he said. “It’s a unique product, with 10 collections. We’ve sold rolls here; we’ve gotten our fair share at this show.”

Kaleen's Bob Stone, left, and Blake Dennard show off Kaleen's new indoor-outdoor Home & Porch broadloom brand.

Also available to flooring retailers is the Kaleen Custom Rug design tool which allows customers to create custom broadloom and Purelife rug designs. Customizations include pattern selection, orientation, shape, size as well as binding and serging options.

Kaleen's custom rug display for retailers simplifies the custom rug process for furniture and flooring stores.

Nourison made an impression with its washable area rug collection, Grand by Nicole Curtis (designer and host of Rehab Addict on HGTV and DIY networks). The display box for 5.3 x 7.3 rugs holds 16 units while the 2 x 6 display box holds 25 units. Several dealers purchased the retail-ready display box at the show, according to Don Karlin, director of broadloom sales.

Nourison also showcased the Aloha collection of indoor/outdoor rugs featuring eight design and color selections. “We are the largest decorative rug supplier in North America,” Karlin said. “Business-wise we finished in great shape in ’22; it was a positive year.”

Nourison's Don Karlin meets with Tracy Herron, from Dave Herron & Sons Carpet One in Durant, Oklahoma.

Dalyn Rug Co., a CCA member exhibitor, booked several special orders at the convention through its Tailor’d Custom Size & Shape Rugs Program. With Tailor’d Dalyn hand selects over 20 of their top-selling collections, which allows customers to choose their own custom size. “We take orders and ship it any size you can think of, in all shapes—octagon, ovals, squares, you name it,” said Brian Vander Werf, vice president of sales and marketing for Dalyn. “This would be a good opportunity to get into the 2.0 format.”

Last year marked Dalyn’s return to CCA after a several-year absence, and Vander Werf wants to make hay now that he is back. “There’s an opportunity here that needs to be tapped into. CCA is selling so much LVT, which means their consumers are getting rugs from somewhere. We’re trying to grab more share with this group.”

Dalyn does business with about 10 percent of CCA members currently. “We do make rugs domestically which has helped us in our supply chain,” Vander Werf said.

Brian Vander Werf, vice president of sales and marketing for Dalyn, with retailer Michelle Russell of Rheinschmidt's Flooring America.

At the CCA Global winter convention Stanton Carpet unveiled a new brand, The Stanton Rug Company, with a new display that offers stocked rugs only. The display holds 104 samples of pre-made stocked rugs available in sizes ranging from 6x9 to 10x14. “We’ve actually had really good feedback [on the rugs] at the conference,” said Jonathan Cohen, CEO. “The displays are compact and have a very specific purpose.”

"We are selling the display now and estimate it to be available to ship in Q3," added Christine Zampaglione, senior director of marketing. "This curated selection of SKUs are proven sellers offering high-style and quality at an exceptional value." Shipped within 2-3 days, all rugs offer hand-serged finish and are stocked in Stanton's Calhoun, Ga., facility.

Stanton Carpet's Jonathan Cohen, CEO, unveiled the company's new the Stanton Rug Company brand, which includes a new
display of stocked rugs.
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