Veratex Focuses on Rugs

By Staff -- Home Textiles Today, 10/3/2005 12:00:00 AM

New York —

Veratex is working to put its stamp on the rug business.

Kevin Kennedy, who joined the company three months ago to head up the division, said the company is concentrating on highly stylized mid-price to better goods.

“Our approach won't be commodity,” he added. “We're going to move the fashion direction of the business.”

The company is coming to this month's New York Home Textiles Market with a broad assortment of new area and accent rugs — a few of which will reflect the work of Danielle Gregg, who recently joined Veratex as director of design for rugs. Gregg works out of the headquarters office in Van Nuys, Calif., along with designers for the bed, bath and window businesses.

“She's our demographic,” Kennedy said. “She's a younger person, very creative, with her hand on the pulse of the market.”

In building out its rug business, Veratex will focus on texture and color as well as leveraging the Veratex name.

“Veratex has a lot of credibility and a history of design. We feel we are very close to the trends in the market,” he said.