ON TARGET: rugs
July 13, 2011,
A Mohawk endcap includes a selection of area rugs and runners.
Target generally devotes an aisle and a half to area and accent rugs and door mats.
One half of an aisle contains area rugs 5-by-7 up to 6.5-by-10, and brands included Target's Room Essentials and Target Home, as well as Fieldcrest Luxury and Woolrich. Styles included a jute and cotton chenille rug that looked like sisal ($79.99), a braided rug in shades of red ($129.99), a Fieldcrest tapestry floral design ($199.99) and a blue and white floral polyester Woolrich rug ($149.99). The larger sizes includes two floral patterns from Fieldcrest and two geometric ones from the Target Home brand.
Target also carries a selection of 5-by-7 rugs, most of which are patterned, and either the Target Home or Fieldcrest Luxury brand (including one gray/cream 5-by-7 design for $129.99 and one floral 5-by-7 design for $199.99). It features a sign on how to choose the right-sized rug for the home.
Underneath the area rugs are coordinating accent rugs as well as rug pads, including Mohawk-branded pads.
Accent rugs ranged from a Target Home 30-by-48-inch chenille design for $19.99 to a Jacobean floral 24-by-36-inch design from Fieldcrest for $49.99. Room Essentials solid chenille rugs were temporarily cut from $14.99 for a 30-by-50-inch to $13.49. The other designs are all from Target brands: RE Style, Target Home and Xhilaration. Aimed at youth, the Xhilaration rugs are the most expensive, hitting either a $49.99 or $69.99 price point for brightly colored designs and solids at a 4-by-6 size. Other patterns include several from the RE Style brand, such as geometric designs made of nylon in the U.S. and retailing for $49.99 for a 4-by-5.5, and cotton ones from India, $12.99 for a 27-by-48-inch or $4.99 for a 21-by-34-inch.
Target also includes half an aisle of doormats. The fashionable styles took up more than half of the area, and were mostly RE Style and Target Home brands and made in China, the U.S. or India. They include an "eco-conscious" floor mat in an Estate Scroll 21-by-48-inch design for $24.99; a Cityscape design with a base made of 95 percent post-consumer, recycled tires for $12.99; and a Fieldcrest Jacobean floral pattern doormat with a polyester face and recycled back for $12.99.
The utility section of doormats are all branded Mohawk, some under a Mohawk Essentials label. Mats include a Koorka Circles outdoor 18-by-30-inch style, made in India and retailing for $9.99; a 18-by-30-inch Master Gate gray design for $12.99; and a 22-by-47-inch utility mat for $10.99. There are also several rolled up products, including vinyl carpet protectors.
Mohawk has endcaps as well. Patterns include a 59-by-84-inch blue-and-brown squares shag and an Architect olefin 60-by-90-inch item, both for $129.99; as well as runners for $59.99. Target also includes an endcap for its Circo line of rugs for kids, which includes juvenile 40-by-56-inch designs and folded 52-by-66-inch activity rugs for $29.99 each.-Andrea Lillo