Welspun Taps Fein for Rug Initiative

New York— On the heels of the launch in August of its decorative top-of-bed category, Wel-spun USA is now in the process of creating a soft floor covering division that will debut in February.

The company, which posted $277 million in 2006 U.S. sales — of which $184 million stemmed from bath towels — brought industry veteran Dennis Fein on board Sept. 1 to head the new floor covering business.

The initial floor covering assortment, scheduled to launch during the next New York Home Fashions Market, will comprise latex-backed bath rugs made to coordinate with Welspun's existing bath products, as well as freestanding decorative accent rugs that do not feature latex backing but can also be used as rugs for the bathroom.

"After that, we'll start looking at other floor covering segmentations of the market," Fein told HTT. "Our longer-term goals will include innovative additions such as freestanding rug introductions that will make us a complete resource for floor covering, where they make sense for the consumer."

In the future, Welspun also hopes to expand its floor coverings to its existing brands and licenses, including Nautica and Luxus.

Fein's career in home textiles has spanned more than 20 years. Most recently, he was with Dalton, Ga.-based Shaw Living, where he spent the past three years as vp of the bath division. Prior to that, he spent two years as evp at the now-defunct Burlington Rug Corp., formerly in Monticello, Ark. Earlier he was with Sugar Valley, Ga.-based Mohawk Home as a vp sales.

In his new stint, he is based out of Welspun USA's showroom here at 295 Fifth Ave., in suite 819.

"Dennis brings to us a wealth of experience and industry relationships that we know will enable us to quickly establish credible direction in this important product category," said Rajesh Mandawewala, managing director of Welspun India Ltd., parent company to Welspun USA. "This new business is another chapter in our mission to become the complete global home textiles supplier."