Country Living Rugs to Launch from Capel

Licenses the Brand from Hearst

By Staff -- Home Textiles Today, 1/30/2006 12:00:00 AM

Troy, N.C. — —

Troy, N.C. — Capel Rugs Inc. will soon introduce a collection of rugs under the Country Living brand, the lifestyle magazine title licensed by Hearst Brand Development.

The line is set to launch in April at the High Point International Home Furnishings Market in North Carolina, and will hit retail starting this summer. The initial offering will comprise 10 casual styles, including braided, outdoor, and loop-hook rugs, in multiple colorways.

The rug collection is poised for department stores, home catalogs, independent and national furniture stores, rug and floor specialty stores and Capel-owned stores and showrooms.

The target market includes the 12 million readers of Country Living magazine. As an indicator of the potential, Glen Ellen Brown, vp of Hearst Brand Development, pointed to the success of three furniture lines under the Country Living brand. “A rug line inspired by the pages of the magazine was a likely next step into furthering the brand and expanding our offering,” she said.

Charles (Bud) Young, vp marketing at Capel Rugs, asserted that the partnership will be able to “offer a rich collection that will serve the decorating needs of today's consumer.”