Dalton—T.M. Nuckols, president of TDG Residential, has announced the rebranding of the company’s decorative segment product lines. Masland Wool will now be known as 1866 by Masland; Fabrica Wool is being rebranded to Décor by Fabrica. Both brands will have distinct product assortments with their own merchandising for the dealer network.
“We felt with the additional product content being added to our decorative assortment that it was time to create new brands to further our commitment to this category,” said Len Andolino, vice president-decorative division, who will lead the marketing, merchandising and product development efforts for each of the new brands.
For TDG, the two brands have a strong legacy and identity. For instance, 1866 by Masland references the year C.H. Masland & Sons was founded (155 years ago). “This nod to our long heritage will set the stage to showcase our company as the ‘Founders of Fashion’ in the flooring industry,” Andolino explained. In that same vein, Décor by Fabrica aims to highlight the essence of product excellence with a focus on high fashion for the decorative market. “Both Masland and Fabrica are highly respected brands known throughout our industry as fashion leaders, so it was important to integrate both names into these two new brands,” Andolino added.
Expanding portfolio
TDG entered the high-end decorative business segment in 2007 with a handful of imports in both broadloom and area rugs, plus some internally tufted wool styles. In July 2013, TDG purchased Robertex, a Calhoun, Ga.-based wool manufacturer to grow the business further.
“We have a great foundation of products to date; the fact that we are the largest American manufacturer of tufted wool will set us apart from our competition as we start to import heavily from around the world,” Andolino said. “We will no longer be just offering wool—although wool will continue to be our main fiber. We will now be adding new constructions and fibers to our assortment through our expanding global supply chain partners.”
Surfaces 2022 will be the official launchpad of both the 1866 by Masland and Décor by Fabrica brands. In the interim, Masland and Fabrica territory managers will soon begin showing the newest styles and merchandising options for retailers.