09242014 Chicago Casual Market Reflects America's Love Affair with Outdoor Rugs

CASUAL FURNITURE SHOW REFLECTS AMERICA'S LOVE OF EASY LIVING

By Pat Terry

CHICAGO -- America's love affair with casual living -- indoors and out -- continues to boost outdoor rug sales, with no saturation point in sight, according to major outdoor rug exhibitors at the International Casual Furniture & Accessories Market, held here Sept. 16 to 19, 2014

Outdoor rug sales represent from 10 to15% of total rug volume for major rug firms interviewed by Rugnews.com, including Surya, Loloi, Couristan, Capel Rugs and Trans-Ocean. Companies making a strong push to build outdoor sales, such as Surya Outdoors, expect to see that figure increase.

But it's not just about the outdoors. Fashion-forward looks (cut-and-loops, high-low loops and wool-like appearances) are further blurring the definition of "outdoor" rugs. In addition to patios, porches, sunrooms and atriums, these stylish, but easy-care rugs are hitting the floor in greater numbers of bathrooms, kitchens, halls and entryways, utility rooms and kids rooms. They are even going under the billiard table in the family's entertainment center aka rec room.

In addition to sales growth in outdoor rugs, Surya and Loloi have added or are expanding their outdoor accessory categories to capture a greater share of the outdoor market. Trans-Ocean has long been cross-merchandising. To generate larger tickets, these manufacturers are coordinating colors and design across category lines, upscaling fashion. Other major rug producers, such as Couristan and Capel, joined their multi-category colleagues with an emphasis on new patterns, textures, and such colors as spiced-up earth tones persimmon, luminescent/pearly grays and blues, bold Navy blues, deep reds and lots of stripes) and textures.

Surya

Seth King, vice president - sales & marketing (left) and Jim Levine, vice president - Surya Outdoor

Surya, which first showed at the 2013 Chicago Casual Market , took a much larger space for this 2014 to show more than 700 new outdoor products and several new categories.

The company's new categories include outdoor lighting, mirrors, ceramic planters, garden stools, hurricane lamps and candle holders in a variety of textures and finishes. The firm plans to become a one-stop source for coordinated home accessories.

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09242014 Chicago Casual Market Reflects America's Love Affair with Outdoor Rugs