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New York, Show Recap

Special Report: NY Home Fashions Market Buyers Snap Up Value Rugs, Part 2

In the industry's exclusive tour of NY area rug showrooms, RugNews' Part 2 of this special report continues its deep dive into the rug trends and price points fueling sales at big box, mass merchants and e-commerce.

Lisa Vincenti
montages of top rugs at NY Home Fashions Market
Area rug  big box, mass merchant and e-commerce buyers picked up priced-right rugs in popular looks.

NEW YORK -- RugNews continues its special report on what's trending at the big box, mass merchant and e-commerce channel, which is turning to entry level price points to encourage area rug purchases.

Several major rug showrooms, which participated in New York Home Fashions Market, March 18-21, catered their introductions to what category rug buyers had been requesting, which range from value-priced indoor woven in easy to decorate with styles, tufted novelty and shaped rugs in scatter sizes, washables and printed rugs. What's more, area rug executives reported that big box, mass merchant and e-commerce buyers remain positive about the rug category's prospects and were scooping up value-driven area rugs to refresh their inventory. In this special two-part series RugNews continues its dives deep into the rug trends and price points that are driving the category. (Make sure not to miss, Part 1 of our Special Report.)


At Harounian Rugs International (HRI), clients had been asking for novelty or shaped rugs, and the company delivered for spring market-goers. It added a range of playful shaped mats in butterfly motif and botanicals to its existing offering. HRI also introduced a scallop-edged rug featuring classic motifs which buyers quickly snapped up. Says Diana Samuels, director of operations, "Our clients asked for more tufted novelty and shaped rugs, so we added to our assortment." She also noted that buyers were seeking lower price points and closeout deals.

Shaped tufted area rugs were in demand by clients shopping HRI's New York showroom at spring market.

HRI grew its Isfahan lineup of classic pattern rugs for spring 2024. These machine-made pieces offer updated colorations and a silk-like hand and pliable finish that resonated with buyers seeking high-end looks at a more attainable price.

HRI grew its popular Ishfahan assortment of intricate classic motifs, which offer a supple silky look and feel.

Serena, power-loomed of polyester and viscose introduced fresh contemporary designs in a mix of grays, ivory, copper and gold, with new scatter and runner sizes scoring well. Finally, HRI's popular Harmonic collection added 10 designs in abstract or transitional patterns. These rugs are power-loomed of polypropylene with a micro fringe and a plush pile, with spring shoppers giving a major thumbs up to its transitional styles.

HRI's popular power-loomed Harmonic collection's transitional patterns were popular at spring market.


At Momeni's second floor showroom, located at 3 W. 30th St., rugs on display ticked off all the boxes for retailers or in terms of design and quality. "We had more appointments this spring than last year," Reza Momeni, said.

Momeni's printed and foldable Ariana collection features patterns from beautiful originals, and became an instant favorite.

Momeni shoppers were also looking for value rugs and gave a big thumbs up to the company's new 
Ariana collection, printed in Turkey of 100 percent polyester. These designs are based on real vintage hand-knotted pieces, and since the rugs are printed, the designs look exactly as they do on the originals. Equally as important is that these rugs are foldable, making them more affordable to ship and easier to stock. NY Home Fashions Market shoppers continued to place orders for 8x10 rugs, which have become a popular size for big box, mass merchant and e-commerce buyers.

Another new popular introduction was Momeni's Taylor collection, which offers a really thick plush shade with high-low geometric patterns in solid ivory colorway, which has become a very popular color again for big box and mass merchants buyers. For buyers seeking step-up products, the cut and loop pile Estelle got a big thumbs up. Estelle is comprised of three classic patterns in two colorways, and is hand loomed of 60 percent wool and 40 percent viscose for subtle sheen. MSRP is $799 in 5x8. Another mid-tier hand-made product that made a splash is Artifacts, which offers soft organic geometric forms in high-low cut and loop wool pile. These hand-tufted rugs feature the natural neutral tones trending with consumers.

Momeni's Taylor collection was a hit with spring buyers for its tonal ivory high-low geometric motifs.

For buyers seeking step-up products, the cut and loop pile Estelle got a big thumbs up. Estelle is comprised of three classic patterns in two colorways, and is hand loomed of 60 percent wool and 40 percent viscose for subtle sheen. MSRP is $799 in 5x8. Another mid-tier hand-made product that made a splash is Artifacts, which offers soft organic geometric forms in high-low cut and loop wool pile. These hand-tufted rugs feature the natural neutral tones trending with consumers.

For buyers looking for mid-priced rugs, the hand-loomed Estelle was a popular choice.

Momeni's lineup of natural organic styled rugs continues to grow with the introduction of the wool Artifacts collection.


Neutral soft tones were the big hit at Dynamic Rugs with shoppers giving the Annalise collection of transitional patterns a thumbs up. Annalise, machine-made of polypropylene and shrink polyester added new colors and introduced roll runners to expand the collection's reach. Dynamic Rugs' successful and long-running Ancient Gardens collection, woven with Decolan, a wool-like fine heatset polypropylene, includes classic Persian pattern area rugs and roll runners, which remain a top seller in part because of the series' matching roll runners, which allow retailers to offer in-stock custom-length runners.

Dynamic Rugs expands its popular Annalise collection adding fresh colors and roll runners.

More value-driven retailers turned to Dynamic’s new Calypso collection, which is "taking off." These classic-inspired rugs, machine-woven of space-dyed polyester, offer a hand-made look at a more modest price point. A popular entry-level introduction is Pike, which features plush high-low geometric styles, machine woven of polyester and shrink polyester.

Tonal geometrics were a popular choice at Dynamic Rugs, which debuted the Pike collection for spring market.

And, Roma, which is a slight step up ($399 in 5x7) offers soft hand and fresh looks crafted of polypropylene in neutral warm and cool tones which buyers gave a thumbs up.

The new Roma lineup from Dynamic Rugs features an easy to decorate with palette of warm and cool tones.


Loloi showcased plenty of fresh rug designs for its big box shoppers offering them a range of styles in trending colorations at value-conscious prices. Says Austin Craley, VP of sales, "It's been a tough year for the big box retailers overall. They've struggled a little bit more than most of the other channels of rug distribution. So I think they're all looking at how they can bounce back, how they can improve, how they can grow their business. They're looking for fresh ideas, always interested in color, always interested in price point, and finding that magic button."

Some Loloi customers stopped by its spacious two-story showroom at 260 5th Ave. to browse scatter pieces and small size rugs, while others shopped room sizes.

"Some are looking for entry level, some are looking for better, so that's what we try to do -- we try to give them as many options and price points as possible. We take the proven looks at the higher end and bring them down into the popular price points.

Loloi continues to offer New York Home Fashions Market shoppers a range of unique tufted rugs. Shown, Rice

Among the top choices at New York Home Fashions Market at the Loloi showroom were printed area rugs and machine-washable rugs -- two categories that are strong performers for the company. In addition, power-loomed, outdoor and tufted also remain popular choices.

Halston from Loloi offered buyers high-low geometric motifs in various styles at a great value.

Introductions that captured the attention of big box and mass merchant shoppers include Halston, a high-low lineup power-loomed of polyester and featuring a range of geometric motifs in warm and cool toned neutrals. Codey, is a range of floral and geometric patterns with a generous thickness and soft hand, and the new Sparrow collection offers printed motifs at entry-level value.

The Loloi's recently expanded bathmat program was humming with activity as well, as big box and mass bath buyers shopped its growing lineup in that category too.

Loloi's Codey features a plush thick hand in a range of trending motifs colored in popular palettes.
“Everyone is price-conscious this market because of the economy – more so than usual,” said Sadi Sevimli, CEO of Tayse. We’re expecting our mid-tier price points to perform well in New York, and our introductions here are mostly indoor rugs.” He explained that some big box stores have asked for step-up products. “They want higher-end stuff, so we do have a lot of new higher-end offerings, more so than last year. We've geared our selection towards that segment with retails of $129 to $179 in 5x7."


Tayse debuted several step up machine-woven collections for spring shoppers. Shown, Odeta and Mila (right)  

The company’s NY debut collections, Mila and Odeto, fall within that higher starting price point. Both collections are power loomed, Mila is made from space dyed and shrink polyester, and Odeto is a slightly plusher pile of 100 percent space-dyed polyester. Tayse rolled out a series of deep charcoal, solid color area rugs, part of the Freya lineup, which feature high-low geometric patterns following requests from its clients. It also debuted Zenon, which includes several tonal high-low designs in a range of styles featuring ivory and light gray. The vintage faded looks from the Nell collection of cut and loop pile patterns, woven of polyester and polypropylene, proved a popular choice at spring market as well.

Tayse buyers asked for more deep colored high-low solids and Tays's new Freya did not disappoint.
Finally, another category that continues to trend at the company is its lineup of foldable, machine-washable rugs, which are available in hanging sets and folded in clear bags.

-- Don't miss Part 1 of our Special Report
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