Simple and Sophisticated
November 28, 2011,
By Andrea Lillo
The designs may be simple, but their impact in a room is powerful, so it's no surprise that flatweaves are seeing more action among consumers.
Formerly a designer look, these looks have wafted down to the mainstream, though designers remain devoted to them. Designer Genevieve Gorder's new collection with Capel, for example, launched in October with flatwoven designs. "Flatweaves are super functional and super graphic ... the layering possibilities are endless," Gorder told HFN at High Point Market.
The category is also an ideal vehicle to bring that all-important element of color for which consumers are clamoring. And they fit into so many interiors. Julie Rosenblum, brand manager, said Nourison's flatweaves "work very well in all types of decors from traditional to contemporary."
Wendy Reiss, key account manager of sales and marketing, Kas Rugs, added, "Flatwoven products are reemerging again as an important category in many types and constructions."
Flatweaves are a strong category at Surya. "We're doing a ton of them," said Seth King, vice president, sales and marketing. One of its newest collections for the category is called Bohemia, a fun tie-dye look in wool and in bold and neutral colors. Hand woven in India, a 5-by-8 has a suggested retail of $299. The company's designer collections, such as Jill Rosenwald, Smithsonian, Candice Olson and B. Smith, also do well with the category. surya.com
At High Point Market, Kas debuted Horizon, a new indoor/outdoor flatwoven collection made of 100 percent UV-treated polypropylene. There will be 12 designs in four different sizes, from scatter to a patio round. "They are very flexible and a unique construction," said Reiss. It "was received extremely well at market." As a result, "we will be bringing it in for shipping in the early spring season." She added that "the weave is unique and the colors and patterns very strong--combine this with a sharp price point and indoor/outdoor capabilities and you have a product that people will react to." kasrugs.com
Nourison expanded its flatweave category at High Point with new designs in its Calvin Klein license. Called Calvin Klein Coastal, the new group has two designs in three colorways. A 5.6-by-7.5 will retail for $1,399. "Flatweaves are in fashion and part of the current market trend," said Rosenblum. In addition to Calvin Klein Coastal, Nourison also has the Nourison Ambrose and Silken Textures flatwoven collections, which are a cut pile with a flatweave ground, she said. "Nourison flatweave products tell a sophisticated story about texture and color." nourison.com
Shown here in the stone colorway, the Oakwood collection from Loloi is a new flatweave group that offers earthy neutrals in natural, dye-free wool--the company's first dye-free wool flatweave product. The nature of the wool gives each rug a speckled look. The rugs are handwoven in India, and also come in the colorways wheat and natural. A 5-by-8 will retail for about $400. Loloi also introduced the Calico patchwork flatweave line this year, which is both casual and contemporary, and has natural and earth-tone colors. loloirugs.com