Chandra Rugs moves to anchor showroom in Showplace

Home Textiles Today Staff -- Home Textiles Today, 10/2/2012 12:29:54 PM

High Point, N.C. - Chandra Rugs is moving its showroom to a new permanent anchor space in Showplace for the Oct. 13-18 High Point Market.

The company, which specializes in handcrafted rugs in modern styles, is exhibiting in a 11,551-square-foot showroom in Space 2402 of Showplace. The move is part of a major rebranding effort that Chandra initiated this year, according to Ravi Tiwari, vp.

"We are updating all of our brand messaging - from logos to showrooms - to better reflect our company's identity as a leading source for hip, stylish, handcrafted rugs at very affordable price points," Tiwari said. "We've always been known for our high-design/high-value approach, but our new branding also now conveys the fresh, youthful energy of our designs."

Created with the help of an interior design consultancy in Atlanta, Chandra's High Point showroom design will provide a "great venue" for showcasing the fast-growing company's line, Tiwari added. "In our previous space, which was temporary, we could only show a portion of our products. This new space is much bigger and allows us to show our full range of styles and constructions."

According to Tiwari, Chandra's new showroom is "very warm and inviting, with a homey feel." It will feature numerous vignette concepts, point-of-sale materials and other merchandising tools that buyers can use in their own stores. The showroom also will feature new rug display racking systems.

During market, Chandra plans to add fresh designs to a variety of its rug collections, including new hand-tufted rugs in the $499 to $799 retail range using New Zealand wool. It also will show new Amy Butler and Thomas Paul designs.

In addition, Chandra is introducing a comprehensive pillow collection that includes models in modern styling.

"We've received a lot of requests from dealers to add new categories," said Tiwari. "We're going to start with pillows and may add other accessories in the future."
Chandra plans to celebrate its new showroom with a grand-opening party during market, the date to be announced. In addition, the company will offer drinks and snacks from 3 to 5 p.m. daily.

"We want our showroom to be a comfortable place for retailers and buyers to unwind and share ideas," said Tiwari.

In January, Chandra will roll out a new catalog and website reflecting its new brand identity.