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Surya's Investments Fuel Sales Growth; Intros 20 New Collections at Atlanta Market

Surya's major investment in its sales team, products, inventory and operations paid off in 2019 and that momentum will continue into 2020.

By Carol Tisch & Lisa Vincenti
Area Rug
New area rug introductions target each segment that Surya caters to, including the designers and furniture stores and galleries attending Atlanta Market next week. Shown, Aisha (AIS2310-5373)

ATLANTA -- Surya's major investment in its sales team, products, inventory and operations paid off in 2019 and that momentum will continue into 2020 as it rolls out 20 new rug collections in a good, better, best approach for Atlanta market-goers

"We had an exceptional 2019 and expect great growth in 2020. Our fiscal year doesn't end until March, but we had a great 2019, and I feel that our customers want to continue to build on that momentum. So I think we will have a good Atlanta market," Satya Tiwari, president, told RugNews.com. 
Surya adds to its hand-knotted Nobility collection of soft, tonal traditional designs made of wool and viscose. Shown, NBI2305
Surya spent 2019 investing in its business, fine-tuning it strategy, growing its designer presence, adding sales staff, rolling out hundreds of new product across price, and beefing up its in-stock position. The company targets designers, furniture stores and retailers, e-commerce businesses and mass merchants.
"We have a holistic understanding of the business and we are personalizing product for each segment. We have built a team that understands and continues to grow each of these segments to gain market share. We are investing in product and our inventory is now deeper, with up to 30 sizes and more colorways. And, we are making sure product is in stock and ships same-day."

Surya will introduce winter shoppers to the new hand-tufted Opus collection. Shown, OPS2309-57
Attendees of the Atlanta International Gift & Home Furnishings Market, opening on Jan. 14, will be able to check out 20 new collections from Surya in a variety of constructions, price points and styles (read more). They will also be able to see the newest looks added to successful collections as well.
"Our strategy for Atlanta is to provide a good, better, best selection," Tiwari said. "For designer customers we show better-best. They want sophisticated, high-knot counts, but they are looking for some 'good' as well. For them we have high point count machine-mades. Our furniture stores and retail, whether national, regional, mass or e-commerce want high perceived value -- some even want hand-knotteds. So we develop products for each of those customer segments."
Surya appointments for Atlanta are on par with 2019 winter market and typically 75 percent of the customers stopping by Surya's Building 1, 11-A-1 showroom are existing customers, while 25 percent are new, Tiwari said.
Surya debuts the Couture collection of tonal, traditional designs, machine-woven of viscose. Shown, CTU2303-5373
"Every customer has a different end consumer and a different value proposition, so we make sure gear product to each one. We deal with the design segment, and we deal with the retail business, with e-commerce and mass merchants too. All four segment are different, so we have different products, different strategies for each."
For buyers looking for high-end rugs, Surya added the new designs to its Nobility collection. These hand-knots are crafted of a blend of 65 percent wool and 35 percent viscose and feature intricate small motifs in soft tonal colors. Surya introduces a new hand-tufted collection, Opus, made of a blend of wool and viscose for subtle sheen; and the machine-woven Couture reworks traditional motifs in soft viscose and in worn designs of gray. Surya expands its machine-woven Aisha collection of viscose-polyester rugs, which feature high-low traditional and modern designs in bright yellow, blue and rust tones. The hand-woven Azalea series of performance indoor-outdoor rugs gets new SKUs too. These rugs are made of 100 PET yarn with a high-low texture and geometric designs. 

"It's not one size fits all, that's what has made us successful the decades," he said. "Every customer is different, every segment is unique, and we want to make sure we speak their language -- in fact we go a step further - we speak their dialect."
The successful Azalea range of PET performance rugs adds fresh styles this January. Shown, AZA2303-576
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