by Emily J. Cappiello
Differentiating within the area rug market is a challenge as there is an array of styles and brands to choose from and shoppers can go from high-end, multi-thousand dollar Persian rugs to low-end Walmart styles.
In order to help the retailer offer the customer everything she wants—from Disney characters for a child’s room or a Martha Stewart-branded rug that coordinates perfectly with her newly-painted living area—licensing and celebrity endorsements are just one way to capture the sale.
In addition to finding just what she likes, the notions of emulating the home of her favorite celebrity designer can instill both the confidence to purchase as well as the want to purchase.
FCNews’ Emily Cappiello looks at some of the celebrity-endorsed and licensed brands in the market.
The Rug Market America has licensed rugs with Disney to give consumers a unique look and feel. In addition, Shaw has products manufactured under a Disney license.
Although not a celebrity-licensed or endorsed brand, HGTV Home by Shaw Living “speaks volumes” to the consumer wanting a new look for her home, said Kim Barta, brand manager.
Introduced in 2012, the line has nine woven and seven tufted rug styles, all designed to coordinate with furniture from the new HGTV Home Furniture Collection by Bassett.
“Our team truly enjoyed the inspiration found in the collaboration of this project—the coordination of the HGTV Home furniture and area rugs will create a unique shopping and design opportunity for the consumer,” Barta said. “Depending on the furniture selected and the consumer’s style, there will be several options in rugs that will tie back to the furnishings beautifully in bold as well as subdued styling.”
The new rug designs are being added to the HGTV Home Flooring by Shaw collection, originally introduced in 2011, which includes a complete array of floors, including carpet, wood, laminate and rugs.
The Rug Market America also recently commissioned designer Julia Wong to create a line for the company. Wong has been featured in consumer magazines such as Traditional Homes and California Home and Design.
Her rug line runs the gamut with everything from bright reds and bold patterns to subdued patterns and a variety of neutrals.
With more than 200 area rug styles and 50 carpet looks, the Kathy Ireland collection by Shaw has been evolving for more than 10 years. With the slogan “finding solutions for families, especially busy moms,” the Made in U.S.A. carpets are made with Shaw’s ClearTouch fiber, constructed from post-consumer drinking bottles, and boasts both softness and stain resistance.
Licensed to Safavieh and available through Home Depot, the Martha Stewart line of carpet is designed to coordinate with the Martha Stewart paint line. The collection has four styles, 36 designs, 123 colors, and can also be made in custom sizes. Styles include loop, twist, pattern and texture.
While maintaining the casual sophistication and island feel of the Tommy Bahama brand, Tribal, Suzani, Ikat and Greek Key motifs have been incorporated into the collection by Shaw Living for a worldly charm.
Barta said the designs are “exquisite accompaniments” to two of Tommy Bahama’s existing home collections: Ocean Club and Road to Canberra. “The Tommy Bahama collection offers some of our most vibrant designs and styles. And with the latest introductions, we’re seeing such growth in terms of unique color offerings and intricate creativity.”
In addition to the look of the products, Tommy Bahama Home rugs are constructed of Shaw’s EverTouch nylon, which the company boasts as “soft, yet durable.” Made in the U.S., the line also offers the environmentally-conscious customer a perk—all can be recycled back into new carpet and rug fiber again and again at the company’s Evergreen nylon recycling facility in Augusta, Ga.