Beverly Hills, CA, August 15, 2006--Like most industries in the United States, the rug business has not been spared from the effects of inflation, erratic petroleum prices and increasing dependence on Chinese importation.
Amidst all these challenges, however, suppliers of flooring materials have remained resilient. Recent market trends indicate that area rugs, including sisal and seagrass rugs, remain a product category with high market share potential.
Rug manufacturers support this observation, claiming that nearly every household in America owns at least one area rug. They have observed that even homeowners who opt to install hardwood or tile will all eventually purchase area rugs for their floors. The growing popularity of hard surface flooring seems to move hand in hand with the increasing need for alternative floor coverings like natural fiber area rugs and runners.
“Despite investing in flooring like hardwood, ceramic and stone, consumers tend to realize the need for area rugs that help protect or accentuate the beauty of their floors,” Natural Area Rugs president Moe Kermani said. “Sisal and seagrass have lately become a favorite because of their versatility, as they can be matched with just about any type of furniture setting.”
The growing demand for natural fiber rugs has been quite noticeable. The innate beauty of materials such as sisal and seagrass has proven to be very appealing to customers in recent years. Contracting the services of a designer or a consultant at a retail specialty store, consumers choose just the right sizes, colors, styles and binding to coordinate with their specific decors. Materials used in furniture, curtains or drapes can even be used as binding for area rugs.
“Natural Area Rugs offers a wide array of natural fiber rugs ranging from sisal, seagrass and mountaingrass, to wool, bamboo and jute and caters to just about every sector of the market,” Kermani said. “We distinguish ourselves from competitors with our quality craftsmanship and by providing products tailored specifically to the needs of our clients.”
Natural Area Rugs offers transitional and traditional designs of sisal, seagrass, wool-sisal blends, bamboo and jute. A 5x8 sisal rug can sell for as low as $97. Market players indicate that retail businesses in the rug industry, especially those in natural fiber floor coverings, can remain strong if dealers commit to the category.
The natural colors and designs help Natural Area Rugs stand out from other retailers. Its Internet marketing efforts have been reinforced by other campaigns such as product sampling and advertisements. Since the natural fiber sector is relatively young in the industry, customer education is greatly prioritized.
“Over the last quarter alone, Natural Area Rugs has diversified its product line by offering indoor/outdoor bamboo area rugs and self-edge finish sisal rugs,” Kermani said. “With the recent surge in sales our company has experienced, we expect to go beyond the objectives we set last year.”
