Broadloom producers place spotlight on their best

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When it comes to showcasing the best of the best, broadloom producers are giving dealers and consumers a lot more to choose from these days, including a larger palette of colors, new softer-than-ever yarns and the strongest durability and performance story in industry history. Here are some of the high-end products on the market today.

Beaulieu of America

Evolve from the Bliss by Beaulieu HealthyTouch collection is one example of a higher-end, successful product from the largest carpet-only manufacturer in America, noted Jeff Meadows, chief marketing officer. “Evolve proves conclusively that ‘high-end’ need not be ‘high-priced’ because it combines the softness and style of a fine luxury residential carpet with incredible practicality for everyday life.”

Evolve is made from a palette of nine colors with Beaulieu’s Soft- Sense filament polyester in a subtle, designer chevron pattern. Beaulieu built in its proprietary Magic Fresh odor reducing and Silver Release antimicrobial treatments. Evolve also features 3M Scotchgard protection, a lifetime “No Exclusions” stain warranty, 20-year warranties for durability, texture retention, fade resistance and manufacturing defects, plus a 60- day “You’ll love it or we’ll take it back” guarantee.

“Evolve has been successful because it provides two solutions for the today’s consumer in one package: super softness and durability,” Meadows said. “When you add its own exclusive features, we believe it is an outstanding value.”

Gulistan

Sumptuous Splendor is a dense, heavyweight, rich-luster “sink your toes in” texture and luxurious underfoot, noted Tony Prespitino, the mill’s executive vice president of sales and marketing.

“High-end textures are classic, timeless and remain popular with consumers due to their beauty, luxurious feel and performance attributes,” he explained. “Sumptuous Splendor is made with Stainmaster pre- mium 6,6 Tactesse continuous filament nylon and fits into the ‘soft market niche’ consumers are choosing. Since its introduction in 2009, Sumptuous Splendor has shown nationwide popularity, staying consistently in our top 10 styles across the nation.” According to Prespitino, Sumptuous Splendor’s color palette is en vogue with the direction of today’s eco-conscious decorators and consumers. “The top 10 selling naturals are equally popular and sales reflect an across-the-board appeal. Palette hues include lighter, more neutral-toned classics and hearty, sumptuous, deep earthy-tones. Sumptuous Splendor appeals to consumers who want the ‘best of the best.’”

Karastan

When consumers purchase a Karastan rug or carpet, they expect a timeless, high-end product that fosters creativity and generates interest in their unique space, noted Bart Rich, director of brand management, Karastan and Mohawk. “Karastan always delivers.”

Woolcheck Classics is one of Karastan’s most popular patterned carpets. “Its check pattern delivers the very best Karaloc woven

construction through the subtle pattern of closely stepped heathered New Zealand wool yarns,” he said. “Consumers like that Woolcheck Classics covers both warm and cool tones, offering a casual yet elegant option when decorating.” Woolcheck Classics is available in 20 colors.

“Because it is a premium wool carpet, Woolcheck Classics has a natural resilience to dirt and soiling, making it easy to clean and maintain,” Rich said. “Its wool fibers are non-allergenic, preventing the growth of bacteria and dust mites, and like all Karastan wools, Woolcheck Classics is clean air certified. Additionally, the collection is strong, durable and resistant to crushing and static electricity.”

The name of Karastan’s Essential Living carpet says it all. “Essential Living has all of the essentials needed for stylish, carefree living: Stain resistance, durability, exceptional softness, luxurious style, beauty and easy maintenance,” he explained. “It is a Smart-Strand carpet and its premium triexta fiber—made with renewably sourced DuPont Sorona polymer—continues to turn heads with its performance, look, feel and eco-chic nature.” Essential Living is available in 40 colors.

Karastan’s York Harbor is undeniably a statement maker, and this has contributed to the carpet’s success in the high-end floor covering market, Rich said. “York Harbor’s organic, two-tone pattern offers a rugged yet delicate look that consumers adore. York Harbor combines quiet, luxurious elegance and gentle softness with the long-

lasting beauty of 100% Stainmaster Tactesse nylon fiber.”

Shaw

Sandy Hollow I/II/III was introduced in 2009 and continues to be very popular today. The line is a soft, delustered Anso nylon that offers good/better/best qualities in a tailored texture construction sharing 40 traditional colors in both 12- and 15-foot widths, noted Mike Sanderson, manager, residential marketing.

“Each style not only offers our Anso nylon warranty but provides Softbac and R2X protection,” he pointed out. “What makes the Sandy

Hollow collection so popular is it offers so many benefits yet is also very affordable with exceptional value,” Sanderson explained. “The simplicity and timeless visual seems to have returned and become more popular than ever. In all regions of the country, we’re seeing this cleaner, tailored finish doing very well. It’s indicative of an overall U.S. trend.”

Stanton

Priding itself on being a manufacturer of high-end carpet, Stanton in 2011 added new styles to the already successful Wiltrex Collection. “Artemis and Halcyon received wonderful praise at Surfaces and are truly beautifully styled products,” said Jonathan Cohen, COO. “Artemis is a small-scale trellis, classic in its styling but contemporary in its fresh and clean color palette. Halcyon is much more fashion forward. Halcyon brings a bold geometric to this stunning collection of Wiltons with an open octagon maze again in light and airy colorways,” he added. “With the reception the Wiltrex Collection has already seen, Artemis and Halcyon are a welcome addition of fabulous design to an already adored collection of beautiful carpet.”

-Louis Iannaco

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