The growth of hard surfaces over the past decade-plus has largely relegated broadloom carpet to the bedroom. How much longer is the question? Given the number of soft surface options available to homeowners today—i.e., area rugs, runners, stair treads—the category seems ready to expand within the boundaries of the home, experts report.
Two factors are in play here: technology, which has added to the versatility of soft surface offerings; and a post-pandemic world in which more people are working from home compared to five years ago. Many of those workers and homeowners are seeking a quieter, more comfortable setting.
In response, carpet mills are introducing products with applications beyond the bedroom. “Just about every other room in a house—from the den to the playroom to hallways to stairs— can enjoy the benefits that carpet offers,” said Mike Sanderson, vice president of marketing for Engineered Floors. “Homeowners are well aware of the many advantages that carpet brings. There’s the safety factor when it comes to slip/falls; there’s the noise reduction benefits as carpet muffles sound and there’s the warmth and comfort under your feet that carpet provides.”
Just as carpet saw a resurgence during COVID-19 when scores of Americans were sheltered in place and wanted to replace their old carpet or add an area rug, the post-pandemic era may also benefit soft surfaces. Executives suggest that as remote or hybrid work continues, homeowners are more likely to put carpet in, say, a home office to help with sound absorption and create greater comfort.
“The creation of the home office space, the home gym and the finished basement and bonus room spaces have opened up to carpet’s coziness, acoustical benefits, comfort underfoot and modern durability,” said Gabe Gerges, divisional vice president, builder single and multifamily, Southwind. “When homeowners rediscover the true beauty that quality carpet makes versus what they may have experienced in the past, light bulbs go off.”
Today’s broadloom styles are increasingly used to make stair runners, hallway runners and area rugs in custom sizes and shapes. The trend toward rugs and runners is not just for functional purposes; there is also a fashion story behind it, according to Christine Zampaglione, senior marketing director for Stanton. “The desire to infuse decorative pattern and add a sense of layered luxury throughout the home continues to be in high demand,” she explained. “Runners now have a presence in kitchens as well as hallways and stairs. Adding softness and visual interest to hard surface areas is always a design upgrade and offers a personalized space and comfort underfoot.”
Lauren Schnakenberg, senior director of marketing and design, Tarkett Home, agreed, adding, “Homeowners looking for that cozy and inviting feel are putting carpet in living rooms and dens. Also, as remote work has become more popular, we are seeing homeowners put carpet in their home office; it not only helps with sound absorption but is also a more comfortable floor whether you are sitting or standing.”
The popularity of hard surface has also spawned renewed interest in rugs throughout the home. Indeed, most of the major mills have developed their own rug programs to take advantage of the trend. As well, scores of flooring dealers have set up their own workshops to serge and bind rugs out of broadloom to meet specific customer needs. “We’re definitely seeing demand for custom rugs, for sure,” said Jamie Welborn, senior vice president of product management, soft surface, Mohawk. “The fortunate thing is most hard surface needs a good rug.”
As rugs gain in popularity, they are making a statement in the home much the way broadloom has for years. “Trends we are seeing are rugs being installed almost to the wall,” said Kenny Michael, design director for Shaw Floors. “Rugs have always been a mainstay in the home, and now runners are becoming a must-have as well.”
Michael added that most trending kitchens, stairs and corridors are now showcasing carpet, with loop pile and patterned carpets the favorite pick for these areas to allow for color to accentuate the space.
