Couristan Debuts Pulse

November 28, 2011HFN Staff

The binder cover of the new Pulse program from Couristan. couristan.comThe binder cover of the new Pulse program from Couristan.

Couristan has released Pulse, a new sales and marketing tool for its dealers that is the beginning of the company's new cross-platform branding campaign. Featuring all 39 area rug collections in Couristan's running line through October, the Pulse program includes a library of glossy four-color brochures that focus on popular lifestyle trends and is housed in a sturdy three-ring binder.

The initial Pulse package highlights four trends: The Good Life, which features collections with a global design influence; Casual Surroundings, containing casual and contemporary collections; Home Retreat, which has budget-friendly lines; and Without Walls, which focuses on indoor/outdoor rugs. Come early 2012, a fifth Pulse brochure will be available that will showcase a special 85th anniversary assortment, which will include classic power-loomed wool designs in Couristan's signature style.

"Couristan's broad product assortment has evolved significantly over the past several years and now mirrors a variety of current and classic lifestyle trends that consumers strongly identify with," Larry Mahurter, vice president of advertising/marketing, Couristan, said. "We felt it was essential to create a fresh, easy-to-browse collateral program that acts as a tangible, inspirational reference guide to the abstract idea of these important design categories."

All of the company's branding materials from now on will feature a similar tie-in to the Pulse brochures, and already includes print and online trade ads.

Updated brochures will be printed on an annual basis with supplemental New Introduction tri-fold inserts printed every six months.


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