Direct Hits N.Y.

By Cecile B. Corral -- Home Textiles Today, 10/10/2005 12:00:00 AM

Woodstock, Ga. — —

Woodstock, Ga. — The newly formed home textiles company Direct Home — the brainchild of rug industry colleagues John Azzolino and John McLeod — is making its debut during the New York Home Textiles Market.

The company just signed a lease for a 1,200-square-foot showroom in suite 309 of 230 Fifth Ave. and it is there that the first lines will be shown.

“I've never been more excited,” McLeod, president of sales, said. “We're here to help retailers' bottom lines.”

Direct Home is showing accent rugs, bath rugs, bath towels and top of bed products – all made of cotton or wool.

In bath rugs, it has eight collections of reversible and heavy-weight, upscale cotton varieties from India.

New bedding includes two collections in matelasse constructions.

Its bath towels offerings are all cotton and include jacquard, dobby, velvet, terry and other textures.

Four different wool accent rugs will be introduced, and they will come in about 40 different designs.

“Our timing is perfect because of our emphasis on natural fibers,” McLeod said. ”Cotton and wool goods not only have an upscale value to them, but with what is happening in the oil industry, there's a greater return for retailers with our products.”

Direct Home has forged partnerships with manufacturers in India, China, Europe and South America to supply its lines.

Azzolino and McLeod together have 45 years of career experience in the textiles industry.

Azzolino, who serves as Direct Home's managing member, was most recently vice president of global sourcing for Mohawk Home. McLeod was most recently at Shaw Living, where he was vice president of sales and marketing for mass merchants.