• Cecile Corral

Brumlow brings 'home' new name

After almost 20 years of operating as Brumlow Mills, the domestic manufacturer of 100 percent nylon bath rugs and printed inkjet-dyed accent rugs is changing its name to Brumlow Home.

The name change reflects Brumlow Home's renewed approach to home textiles, better describing its expansion into new categories such as imported accent rugs made of wool, cotton and other blends; embellished towels; and bath accessories and storage products.

All new products will officially be introduced at the New York Home Textiles market at Brumlow Home's new showroom, suite 705A at 295 Fifth Ave.

"We want to have a broader product base and become more important to our customers," said Mitchell Brumlow, president.

Brumlow explained that his company originally decided to expand its offerings at the requests of many of its customers. Imported rugs are chief among the items sought after by retailers.

The new bath storage products are made of wicker, and all bath accessories are made of plastic or ceramic. Brumlow Home is also introducing a new line of suction cups with bath accessories to match — including toothbrush holders, shower caddies and other bath accessories.

"It's a new registered patented process that makes suction cups anchor on to the wall and not fall off," Brumlow said.

The 19-year-old company currently imports its new lines from China, India, Southeast Asia and Europe — "wherever we find the most innovative opportunities for product," Brumlow said.

The importing experience offers some unique opportunities to Brumlow. "It's different in the sense that there are manufacturing techniques and cost bases outside of the United States that make it interesting and worthwhile," Brumlow said. "Abroad, they offer a product variety not available in the United States: for example, chenille products and flat woven wools.

"Also, handmade products of a variety of types and styling are impossible to find in the United States because of the costs involved in producing them. But overseas, we have access to them."

As part of the product growth, Brumlow Home is also expanding its facilities with added manufacturing space to accommodate new level cut-and-loop bath and accent rug collections.

Also new will be packaging and logos to reflect Brumlow Home's repositioning. The company will continue to pursue its current customer base — mass, mid-tier and department stores.

While the market event will be the official launch for Brumlow Home's new product lines, the company has already given previews to key customers. "And we've had an exceptional reception so far," Brumlow added.

For its new embellished towel collections, Brumlow has already made placements at retail, he said.

"This whole new approach for the company is certainly giving us a lift," Brumlow said.

Cecile CorralCecile Corral | Senior Product Editor, Home Textiles Today

Cecile B. Corral has been a product editor with Home Textiles Today since late 2000. She covers the area and accent rug, kitchen textiles, table linens, beach towels, decorative bath and decorative pillow categories, as well as some retail subjects.

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HTT November 2017 cover

See the November 2017 issue of Home Textiles Today. In this issue, we look at Complex Colors, Complex Times--Trend forecasters and interior designers weigh in on 2018 palettes and motifs.  Other articles include: Data: Exclusive HTT soft window research; Innovation: Material Changes conference preview; Country report: India invests in the future and Fabrics: Showtime preview.  See details!