Nourison builds bridge across divisions

By Staff -- Home Textiles Today, 12/10/2003 12:00:00 AM

Saddle Brook, NJ — A new fixture that measures less than 10 square feet is becoming the bridge to Nourison's area and accent rug divisions. Not consequently, it will also open the door for Nourison's accent rugs into channels where its accent rugs dominate.

Gary Shafran, sales and marketing manager for Nourison's accent rug division, told HTT this new fixture is made strictly for Nourison area rug division's carpet and rug dealer customers. It carries 72 accent rugs — 48 2' x 3' and 24 3' x 5' — none of which directly coordinate with any of Nourison's area rug offerings sold at these stores.

"The accent rugs on this fixture are absolutely just impulse purchases," Shafran said. "We are already selling all of our targeted department and specialty store customers. So this is the next step. This fixture is a way we can satisfy an interest in this product from our area rug division's customers."

Nourison will offer only the eight top-selling patterns of its handmade, hand-carved, yarn-dyed hooked rugs from China on this fixture for the time being.