The Indoor/Outdoor Category to Shine this Summer
May 3, 2013,
As consumers head outdoors as the weather gets warmer, they'll be able to decorate their backyard spaces with even more sophisticated indoor/outdoor rug designs than ever before. Manufacturers recognize that this is an important growth area--especially as these rugs are used both indoors and out--and it continues to evolve.
"The indoor/outdoor category continues to grow in importance and really is one that cannot be missed," said Kim Barta, brand manager, Shaw Living. While previously its outdoor offering was limited to one collection, the company released three new ones this past January, each with a different substrate and price point: Al Fresco, SunCoast and Garden Craft. So far, the top sellers have been among the geometric and floral designs, she added.
While previous generations of indoor/outdoor rugs were very obviously themed for the outdoors, that is not always the case anymore. "We're seeing customers gravitate towards designs and colors that aren't strictly outdoor inspired," said Cyrus Loloi, company executive, Loloi. "Braids, geometrics and ikats, for example, have been doing well." The company is also not using polyester anymore for the category, but polyproylene because "it's a more durable, stain-resistant fiber." New collections for this category include Venice Beach and Arbor.
The category has done well for Nourison because it has debuted collections that range in style from bright and colorful to more subdued, monochromatic tones, said Joyce Lowe, executive director, area rug division. It first introduced its Home and Garden in this category, followed by last year's Sun N Shade line, which is in its Waverly licensed collection. Now, it's offering more subdued colors with the release of the Eclipse collection. "We felt that there are many consumers that are more comfortable with monochromatic tones than intense color."
Safavieh recently added to its indoor/outdoor rug category with the Hampton collection, which uses both chain stitch and sweater knit loops. Designs include Moroccan tiles, stems and chrysanthemums. "We're expanding on this category," said Arash Yaraghi, principal. "The outdoor category is very big and we want to take advantage of it."