NEW YORK - Matawan, NJ-based Fab Habitat, which has carved a name for itself in the area rug business with a range of recycled plastic, eco-conscious indoor/outdoor rugs, made a bold statement on opening day at NY Now on Aug. 16 with the introduction of two higher-end, indoor only collections, company co-founder Kanan Gupta told RugNews.com.

The highly textured Heartland series is comprised of eight styles crafted of either jute, wool or a combination of both in a range of subtle blues and greys. The rugs are handmade in India and wholesale for between $22 and $35 in the opening size of 2x3. Heartland rugs are also available in 3x5, 4x6 and 8x10.

Fab Habitat also formally introduced its ornate Heritage collection of six hand-embroidered rugs at the show. Crafted of wool with a cotton backing, the crewel rugs feature a range of intricate floral patterns in fashion colors. Available in three sizes (3x5, 4x6, 8x10), "every stitch is work of art," notes Fab Habitat's Amanda Pasterchick.  The Heritage crewel rugs wholesale at $99 in 3x5.

"We have been focusing more on indoor collections and higher, upscale designs," Pasterchick adds. "Fab Habitat has specialized in recycled plastic rugs but we wanted to show our customers that we have a wide range of product. Our catalog is getting more diverse. Now we are definitely more well-rounded now. Heritage and Heartland offer something a little more upscale."

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