Nourison Heads to Markets with Record Rollouts

Saddle Brook, NJ, June, 20 2007--Following a January market with more new product introductions than any in the company’s 25-year history, Nourison plans to release additional collections featuring unique designs and constructions, and launch new consumer promotions including a new tagline and eco-friendly campaign.

Products that will debut this fall include handmade area rugs in marble-colored shags called the Fantasia Collection, faux leather lanyards weaved with twines that make up Horizon Twines, and new Persian tufted hook rugs called Summit Point.  These, along with other recent introductions feature unique patented synthetic fibers.  For example Nourison’s Chambord, Parallels and Grand Chalet collections feature Luxcelle, a proprietary fiber with the luxurious sheen and feel of real silk. Other collections such as Taos are woven with all natural fibers and vegetable dyes in an eco-friendly manner.

Broadloom introductions include 100% New Zealand wool collections of ultra-fine petite pointe Wilton construction.  For example, “Inspirations” follows the latest designer color trends, with crisp design details ranging from flowing vines to modern geometrics, all with a hint of abrash striation.  “Grand Textures,” designed for upscale residential and commercial applications, is woven with 70 ounces of pure New Zealand wool per square yard for a dense cut pile.  A special dye technique creates horizontal and vertical striations and captures a unique, antique textural appeal.

“Walking the showroom at the company’s Saddle Brook headquarters is a unique experience,” says David Forman, Nourison’s Marketing Director. “There are samples of products in development and others ready for introduction in new collections that are so visually striking and tactilely unprecedented, that we feel we’re all part of a creative invention team.”

This fall, in a series of advertisements and editorial placement in national consumer publications, Nourison will introduce the new tagline, “Live On Fashion!” designed to communicate the company’s appeal to style-conscious consumers.  

The simple, all encompassing phrase speaks to the lifestyle choice of those who recognize area rugs and carpets as an extension of their own personal style and fashion sense in the home or office.  The campaign also extends to Nourison’s newer commercial and hospitality divisions. 

A series of eco-friendly collections beginning with Taos will be supported by marketing that follows the process of making rugs of all natural materials, from the family farmers of cottons and wools all the way to the end consumer, defining the process as “Global Village” thinking. 

These campaigns will preview in showrooms in July and launch to consumers this fall.